Mobile Payment Provider LevelUp (Scvngr) Tries to Disrupt Pricing

Price disruption is both a possibility and likelihood when new entrants try to reshape a large existing industry, and it appears credit and debit card payments are no exception. 


LevelUp, a mobile payment app provided by Scvngr, says it will drop all "interchange fees," the percentage of gross revenues paid by merchants to card processors as a transaction fee.


It remains unclear whether the gambit will succeed. But if it does, and other competitors start to match the pricing, the importance of marketing, loyalty and advertising revenues as a driver of the former payments business will grow. 


That sort of disruption is quite familiar to service providers in the communications business, where per-minute prices for use of voice services, or per-message pricing for short message service (SMS, or texting) has been dropping for decades. 


As access providers already have discovered, new revenue streams must be created to replace lost legacy revenues, and that will happen in the credit and debit card payments business, using mobile mechanisms, if the LevelUp strategy works very well. 


While it has been common for competing providers to offer lower interchange fees, LevelUp appears to be the first to try and abolish the fees entirely, thereby gaining business advantage, compared to rival processors.


Scvngr previously had charged merchants two percent interchange fees for each payment, but it says that it will drop the fee to zero. 


That raises the obvious question of how Scvngr will rebuild its revenue model. Marketing services apparently are viewed as a viable new model. 


According to Seth Priebatsch, Scvngr CEO, LevelUp will run special campaigns for merchants, probably or typically running promotional campaigns for merchants, who will pay a fee for a customer taking advantage of the offer. 


It appears that Scvngr still is responsible for paying an interchange fee to the issuing banks that use the LevelUp platform, though. But Scvngr says its fee deals are affordable enough to allow trying such an approach. 


Such pricing disruption seems a perennial feature of the way new competitors try and disrupt pricing in a market, and has been a feature of applications and service competition in the messaging and voice markets for quite some time. 

Gartner Says Cloud Adoption in Europe Will Trail U.S. by At Least Two Years

European privacy rules, multicountry business processes, a deep euro crisis and a lingering recession will conspire to delay cloud computing adoption in Europe by at least two years when compared to the U.S., according to Gartner, Inc. Gartner said that although interest in cloud is high in Europe, the diversity of Europe’s 44 different nations will result in slow cloud adoption in this region.

Amazon, Apple, Google Have Different Business Strategies, No Matter What They Sell

Amazon, Apple and Google sell all sorts of things, and likely will sell more types of things in the future. But even when all three firms compete directly, they have different business models. Apple makes its money on hardware, Google on advertising, Amazon on lifetime value of a customer. 


To be sure, Amazon sells lots of stuff, ranging from hard goods and electronics to books and video content. But Amazon's view of pricing always starts with "lifetime value of a customer." That frightens many observers, who worry about Amazon's profit margins. 


But Amazon wants to maximize the lifetime value of each of its customers. Apple wants to maximize the profit margin on each device it sells, Google preferring to build advertising volume and revenues. 


So Amazon might consider doing lot of things neither Apple nor Google would attempt. 

55% of Twitter Usage is on a Mobile Device

Mobile use of Twitter is growing about 40 percent a quarter, the company says. For any application or service provider that believes "mobile first" is a fundamental matter of business strategy, that's important. 

Facebook May Not be a Bank, But App is Going to Help Facebook Users Conduct Banking Transactions

Facebook is working with Australia's Commonwealth Bank to create an app that will allow Facebook users who are bank customers to make payments to third parties as well as Facebook friends using Facebook, Fortune reports. 


Engagement and traffic, not direct revenue, is Facebook's expectation for how the app will create value. To the extent that users and their connections, preferences and values are Facebook's "product," the banking capability is expected to help Facebook monetize those relationships and values in an advertising or marketing context. 

Tuenti, Telefonica’s Social Network, Launches Globally

Few tier-one global telcos have taken the over the top application opportunity as seriously as  Telefónica.  


Telefónica Digital believes it can develop significant businesses beyond  connectivity services. The unit expects to drive annual revenues of approximately €5 billion for Telefónica by 2015 with an annual revenue growth rate of 20 percent revenue growth, 


Among those efforts is Telefónica's Tuenti, a Spanish social network with 13 million users, is launching a global beta version, including a web application (www.tuenti.com), a web app optimized for mobile (m.tuenti.com), and native applications for Android and BlackBerry. Applications for iPhone and Windows Phone will be available in the coming weeks.

 

This marks the beginning of Tuenti’s international expansion, now available in six new languages (German, French, Italian, Dutch, Slovak, and Czech) in addition to the already existing Spanish, English, Portuguese, Catalan, Basque, and Galician versions. 

Telefonica’s footprint spans both mobile and fixed operations across Europe and Latin America, covering 25 countries and 309 million users,

How Big is the Unified Communications, Collaboration Market?

In 2011, the worldwide net or "true unified communications market was $2.7 billion, up 20 percent from 2010, according to Blair Pleasant, COMMfusion LLC president. Pleasant is one of the more-careful analysts where it comes to unified communications and collaboration markets. 


The problem is that "UC" includes lots of capabilities that customers might buy simply as "point solutions" or stand-alone systems that are not fully "unified," as the term UC implies. 



The "Total UC-capable market," as Pleasant defines it, includes the total end-user revenues attributed to all of the UC components, including IM/presence, unified messaging, conferencing (not including end points), call control/IP PBX, and “other,” including softphones, business process integration software and APIs, she notes. 


That might add up to about $12.2 billion in 2011, up eight percent from 2010, growing to $20.8 billion in 2016, Pleasant says. 


"These numbers don’t necessarily represent the true UC market, however," says Pleasant. "If someone purchases an IP PBX and a conferencing/collaboration product, even if they’re from the same vendor, does this constitute a UC sale?"


"Not necessarily," she says. 


To be sure, UC is vitally important to service providers and others in some parts of the communications business. But in a global market that generates $2 trillion annually, that is a relatively small segment of the business, really. 


That is not to say it is unimportant to any number of interests in the ecosystem. It is to say the business is fragmented and a specialist niche, from a "total revenue" perspective. 



The component growing at the highest compound annual growth rate is conferencing and collaboration, growing at 50 percent CAGR, she says.