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Apple Pay and Orange Cash, a promising alliance : MoMa Trends: Mobile Payments

Blog: MoMa Trends: Mobile Payments

In my previous post Mobile Payments: Too many players on the field, I spoke about the need for high tech companies, carriers, payment networks and cards issuers to work together towards some common goals within an integrated framework in order improve the rate of consumer adoption.

Well, it looks like one step forward has been taken between Apple Pay and Orange, as the French telecom giant announced on June 14th that it plans to offer its Orange Cash customers Apple Pay as part of its commitment to mobile payments in France.

Once Orange Cash, also an NFC payment solution is downloaded on iPhone 6, iPhone 6 Plus, iPhone 6s, iPhone 6s Plus, iPhone SE or Apple Watch, it will only take a few clicks to create an account and activate the mobile payment function with Apple Pay directly from the Orange Cash app, regardless of which bank the customer is with.

In case of loss or theft, the Orange Cash service can be blocked immediately. The client can also connect to iCloud or use the “find my iPhone” feature to report the lost device and suspend Apple Pay. In addition, if desired, the customer is able to temporarily suspend mobile payment with iCloud on his iPhone or Apple Watch.

In my personal opinion this agreement will be a win-win situation for both parties. On one hand it will act as an accelerator for Orange Cash, with more than 200,000 customers in France, but so far limited to Android OS devices. The carrier will also profit from Apple’s core pillars, security and confidentiality, as this solution does not store any information or bank information on the customer’s phone or on Apple servers. An encrypted unique number is associated with the customer’s mobile. Each transaction is then authorized with a dynamic security code for single use.

On the other hand Apple Pay will also benefit from this synergy, as Orange Cash local facilitates purchases already over 400,000 outlets in France and offers rewards and benefits to its clients, using geolocation and personalised offers. I checked their active offers, some of them are quite appealing and attractive enough to keep me engaged:

  • € 1 credited to your account  for every Orange Cash payment exceeding € 1, limited to  € 25 per account per year

  • 20% refund for any payment with contactless Orange Cash above 10 euros at UGC cinemas

  • € 9.95 credited to any NFC payment over 40 € made with Orange Cash at participating Sephora stores

  • € 2 credited for any NFC payment of a minimum of 10 € made with Orange Cash in participating Ikea stores,  limited to 5 per account repayments

As we saw in my earlier post about What Starbucks can teach tech giants about mobile payments, a big appeal of their mobile app and one of the key elements of its success is the connection with the company’s loyalty program, something that Apple Pay hasn’t offered until the present- at least directly, because you can store loyalty cards within the app. The tech giant has probably realised by now that simply giving customers the possibility of replacing their offline wallets by digital ones isn’t enough to maintain their interest.

Only time will tell if this agreement between Apple and Orange is successful, but I can’t help feel excited about seeing further collaborations of this type and what it could mean for the future of mobile payments.


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Ainara Gonzalez Abaitua
Master in Digital Marketing
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