After Apple announce their new mobile wallet, most of the consumers show their curiosity and interest to this innovative payment method.  Meanwhile, Apple’s are scrambling to prevent it from being too successful.

A coalition of retailers refused to accept it in their stores. More than 50 companies make up this group, the so-called Merchant Customer Exchange or MCX, including global retail giants like Walmart, Best Buy and Gap Inc.(nytimes.com). They are not resist new technology, actually they see the mobile wallet as a way to help retailers understand more about their customers’ shopping habits and, potentially, let merchants avoid the high fees they pay when processing credit card transactions.  However, MCX are building another mobile wallet, CurrentC, which will connect directly to customers’ bank accounts or store-specific credit card. It won’t be available until 2015.

Compared to Apple Pay, first, just like Ms. Webster says, “It just didn’t have the same sort of consumer froth around it.” in terms of the influence to the whole market, MCX is way to behind Apple.  Second, reference to what we have been discuss in the Value proposition lecture, Paul said that there are ladders in a specific category, in this case, mobile wallet, Apple already got to the top of the ladders, although CurrentC trying to climb on the ladder, apparently they cannot push Apple Pay out of the top.  Hence we call tell that how important  to be No.1 in a specific features in positioning of consumers’ mind.   

Reference

Isaac, Mike. “Apple Pay Runs Afoul of MCX, a Group With a Rival Product.” The New York Times. The New York Times, 28 Oct. 2014. Web. 30 Oct. 2014.

http://www.nytimes.com/2014/10/29/technology/apple-pay-runs-afoul-of-a-rival.html?_r=0