Avivah Litan

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Avivah Litan
VP Distinguished Analyst
12 years at Gartner
30 years IT industry

Avivah Litan is a Vice President and Distinguished Analyst in Gartner Research. Her area of expertise includes financial fraud, authentication, access management, identity proofing, identity theft, fraud detection and prevention applications…Read Full Bio

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Apple starts its foray into mobile payments

by Avivah Litan  |  November 8, 2011  |  Comments Off

I was very excited to read this blog in Computerworld about Apple starting to link its iTunes wallet service to physical world payments:

http://blogs.computerworld.com/19233/apple_quietly_begins_iphone_as_wallet_in_store_trials?source=CTWNLE_nlt_blogs_2011-11-08

It may be a slow start – and a long leap to go from barcode scanning at Apple stores to NFC payments anywhere accepted – but it’s a start for leveraging iTunes wallet/card information for payments in the physical world.

Recent Gartner consumer survey data shows Apple has a clear leg up on Google when it comes to being their trusted mobile wallet provider but PayPal in this role is still the most trusted, although not by a very wide margin.

There should be plenty of room for multiple mobile wallet providers which is a good thing because I imagine there will be plenty of innovation brewing in this area, fostered in large part by the healthy competition.

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