Apple launched its new function: Apple Pay on October 20th, an e-commerce product that worked with their new IPhone 6, IPhone 6plus, Ipad Air 2 and the upcoming product, I-watch. This new function, which is supported by the NFC chips in new IPhones and Ipads, is transferring consumers’ purchasing ways. According to the introductions on Mac-rumors, people will be able to make a purchase with their finger prints instead of their cash and bank cards. What is more, Apple Pay will become the impetus that move mainstream customers to digital payments.
Due to change the triggered by the Apple Pay, I think that more companies are supposed to reconsider their segmentations for the new digital payment consumers.
Actually, there are several kinds of consumers(segments) that hold different attitudes towards the new change in payment method. The first group of people are those who can’t afford or unwilling to use the digital devices because of their low incomes and salaries. This groups of people are not target customers because they aren’t able to buy devices and so as the Apple Pay function.
Another group of consumers are loyal fans, they are more likely to follow the trends and buy the new products because companies have already left good impressions in their minds. What we need to do is just showing them the benefits of buying the new products and the value of each interaction. In that case, they will buy it. However, failure to deliver the fantastic experience described in the ads may triggers the loss of customers’ loyalty because of the poor customer impression.
The last group of consumers are those who are paranoid about the safety of their personal profile and data. In that case, the security of their personal information should be guaranteed. And companies should try to convince them that their data can be used to make their life more convenient.
The important point that companies should pay attention to is that they should make all their customers’ data transparent. Try to explain to their customers that how their data will be used and why they should be used.
Because of the different segmentations of target customers, companies should tailor the user’s experiences and specific needs in different segmentation groups.
Source:
The introduction about Apple Pay on Mac-rumor: http://www.macrumors.com/roundup/apple-pay/
The video: https://www.youtube.com/watch?v=nZkehaeDwa4