The annual mobility forum, Pure Mobile , organised by MMA , has kicked off with a morning packed with presentations from leading brands from different sectors, but with a common meeting point: their focus on mobility. The cognitive impact of mobile advertising, the power of chatbots and technological innovation are some of the topics that have been addressed on a day in which mobile has been king.
The first sessions of the day focused on mobile payments , led by Andrés Perea Baeza , Director of Digital Banking/Digital Payment Platform at Bankia, and Ignacio González-Posadas , Director of Acquiring and Acceptance at Mastercard.
The Bankia expert was in charge of starting the series of presentations by exploring the new business models that are opening up for brands through payments. Perea Baeza explained the objective pursued by Digital Banking: “Designing services and products that solve problems for our clients .” Customers are becoming more digital every day. “We have to be prepared for what is coming,” said the executive, anticipating a phrase that was repeated by several professionals throughout the day on mobile.
"The more we simplify payment processes, the more we will sell"
Processes are evolving and payment model technology is growing exponentially. “If we don’t adapt and run, we won’t make it,” warns Andrés Perea Baeza. As part of the challenges of this growth, he highlights the enormous regulatory pressure (PSD2) that customers and, to a greater extent, merchants have to face. “At Bankia, we transform what could be a threat for our customers into an opportunity,” he says.
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Perea Baeza has seen the need to stress that payment “is not that important.” He explains: “We all like to buy, but nobody likes to pay . The more we simplify payment processes, the more we will sell.”
To improve processes, the professional says that it is key to “look inside and out.” Behind this (apparently) simple payment process, there are countless processes that are completely opaque to the client. “These are the processes that we must improve,” he warns, referring to the reduction of risk and the optimization of operations thanks to collaboration with third parties and with the clients themselves.
address the new challenges facing the market, as explained .
Firstly, 8 months ago they launched the “don’t use money” campaign , becoming the first European banking entity to incorporate PayPal into its channels, reaching a 12% share of payments made with mobile payment platforms.
Secondly, they have developed Bizum , a service that can be used to pay for belgium phone number e-commerce purchases since May. By the end of 2020, they hope to extend it to physical commerce. At the marketing level, one of their great achievements has been to popularize the increasingly well-known expression: “Give me a Bizum.”
Finally, Perea Barea talks about the new proposal that Bankia is developing for commerce: Waiap . This is a new payment platform that will offer great value to merchants , as it will integrate all alternative payment methods and a set of solutions designed to simplify their operations.
For his part, Ignacio González-Posadas , Director of Acquiring and Acceptance at Mastercard, has "attacked" the annual mobility forum with a presentation on innovation.
Before starting, he wanted to make three warnings clear to all. The first, that "the digital transformation in the world of payments is already here." The second, that "it will be much deeper and will have a much greater impact than we think" and, the third, that "there is little time for adaptation."
«The world of contactless is going to explode, among other things because the big retailers are promoting it»
González-Posadas' intervention has focused innovation on the expansion of contactless , the emergence of digital devices and technologies that combine both realities," he says.
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