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Mobile Marketing and Mobile Payments Predictions for 2016 : MoMa Trends: Mobile Payments

Blog: MoMa Trends: Mobile Payments


There’s no doubt that mobile marketing is the future; 2015 proved to be the turning point. But do we know which trends will dominate this year?

In November Forrester Research, an independent technology and market research company, released their mobile predictions for 2016. In this post we are going to take a closer look at 3 of their top trends:

Integrating mobile into marketing strategies will become a key differentiator

The age of the customer is here, and it’s a fact that customers are now more mobile, consume more reviews, and buy more online than ever before. Forrester predicts that in 2016, the gap between customer-obsessed leaders considering mobile as a catalyst for business transformation and use mobile as a fully integrated part of their overall strategy and those who fall behind considering mobile as a stand-alone channel will widen.

The global mobile revolution will accelerate next year

My previous post was dedicated to mobile revolution and we gave some figures about worldwide smartphones users. Forrester forecasts that by the end of 2016, 4.8 billion people globally will use a mobile phone and smartphone subscribers will represent 46% of the global population, this growth being driven primarily by Africa and Asia.

Consumers will continue to spend most of their time in only a few apps (e.g. Facebook, Google Maps, Whatsapp), but will increasingly turn to aggregation apps and a handful of platforms. We are going to see more apps that aggregate things. What type of of things? Well, it will initially tend to be around products and services that are purchased. Instead of going to one vendor app, there will be apps to compare prices and services, pretty much as we do for some things on the web at the moment. However, with more contextual information, particularly location, from apps there’s the potential of there being many more app-based intermediaries in more verticals.

Mobile success will define which vendors grow or flag

Mobile has totally transformed consumer behaviour and expectations. We don’t “go online” anymore; we live online, and smartphones allow us to act on any impulse at any time. We take immediate action whenever we want to learn, find, do or buy something. When we act on our needs in-the-moment, our expectations are high and our patience is low, so this makes the quality, relevance and usefulness of marketing more important than ever. Ultimately, the brands that do the best job of addressing these needs at each moment will win.

The battle for mobile moments will drive acquisitions from Internet giants and redefine the vendor landscape. Consumers string together a brand experience from omni channel and omni device moments, and marketing tech stacks have to do the same. A majority of businesses will struggle to cope with growing mobile expectations from customers and will simply think of mobile as channel to optimise their conversion rates. However, those companies that incorporate mobile into their overall strategy will cooperate to execute cross channel integration of mobile across the customer life-cycle and to prioritise the integration of mobile. This will allow them to evolve their culture, organisations and process to overtake competitors.

And What About Mobile Payments?

Experts participating in the Merchant Payments Ecosystem Conference that took place in Berlin last February, underlined two major trends to experience the revolution in payments during 2016. The first trend is the changing consumer behaviour, and the second one is the digital transformation of financial services.

Although it is still difficult to estimate when payments will be entirely generated by mobile transactions, it is clear that very soon, the largest portion of payments will originate from mobile. If mobile payment initiatives are enriched with incentives, gamification and campaigns, we should see a significant shift to mobile payments. Besides, consumers do not adopt a system until a wide range of merchants accepts it, so usage can be increased with more places to pay.


  • Oswald - 11 abril, 2016 a las 10:04 pm

    Very interesting post Ainara! And will you be able to predict when will Apple Pay will arrive to Spain? I was in the US a few months ago and many retailers were already accepting it. Thanks!

  • - 12 abril, 2016 a las 11:30 am

    Thanks Oswald! Actually, it’s not exactly a prediction, but a fact. According to American Express, Apple’s Pay will be launched in Spain in the beginning of 2016. So it would be the second European country to have it after UK, launched in July 2015.

    I will probably dedicate a post to Apple Pay and the its competitors. Stay tuned!

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    Ainara Gonzalez Abaitua
    Master in Digital Marketing
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