Thursday, January 20, 2011

Starbucks' Mobile Payment System Focuses on Simplicity

If simplicity, low cost and consumer behavior are crucial for mobile payment success, Starbucks has eliminated many adoption hurdles.

The only new in-store, customer-facing technology is a barcode scanner. The mobile payment app displays a barcode on the phone's screen. The customer then holds the phone in front of the scanner, which reads the barcode and processes the sale against his or her prepaid Starbucks account.

Research suggests that people are most likely to easily adopt new products or services if they don't have to significantly modify their behavior to take advantage of them.

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