据悉，Target 和Kohl's正准备在明年推出各自品牌的手机钱包，而沃尔玛已经开始全速推广Walmart Pay。移动支付市场竞争日渐白热化，那么到底如何才能在这场激战之中脱颖而出呢？
星巴克现在最大的竞争对手是Dunkin ' Donuts。虽然Dunkin也为顾客提供了一个不错的app和忠诚系统，而且我两个都用过，但是我还是更喜欢光顾星巴克。
从这个角度来说，沃尔玛支付的开端还算不错。有2200万消费者正在使用沃尔玛的App，而且沃尔玛对这些消费者已经有一个详细的记录。如果可以使客户保持在沃尔玛体验中，那为什么要把他们推向如Apple Pay和Android Pay那样的第三方系统呢?
而这种趋势对Apple Pay，Android Pay和Samsung Pay与零售商的谈判会造成什么影响还不大清楚，但是沃尔玛已经表示可以将这些第三方钱包集成到沃尔玛的支付体验中。我也认为这会成为一种趋势，比如Target就已经在其应用内添加了Apple Pay购买方式。
With Target and Kohl's reportedly prepping mobile wallets for their respective brands next year and Walmart going full speed ahead with Walmart Pay, it's time to have a discussion about what these efforts need to do to succeed in the current market.
Some mainstream media reports have been quick to cite Starbucks as a model of success for retailers' mobile efforts, but it won't be that easy for those who follow this path.
We're well aware of the numbers associated with Starbucks' mobile success: The company launched its effort three years ago and mobile now accounts for 21 percent of all its transactions. Some 16 million consumers use the app. And Starbucks continues to add new bells and whistles with the recent introduction of an order-ahead feature.
But let's not forget the reasons why the Starbucks' app is successful in the first place.
Starbucks is a mobile triumph for three reasons: It has a great loyalty program; it sells an addictive product in caffeine; and the same customers visit its stores almost every day. What big-box retailer can make that claim?
Starbucks now has competition in its own vertical with Dunkin' Donuts. And make no mistake, Dunkin' offers its customers a compelling mobile app and loyalty system. I've used both, but have always been more of a Starbucks drinker and am intimately familiar with its loyalty program.
And that's the key to all of this: loyalty, which comes in many forms.
We've come to a point in the mobile experience discussion where the payment mechanism is the least of industry's concerns. Yes, there's still some debate over QR codes and barcodes vs. NFC, but what's going to trigger someone to dive into that mobile app or wallet in the first place?
Starbucks' app is really just a clever and easy way for someone to keep track of rewards and use coupons for food and drink. The app just so happens to have a payment function built into it. Starbucks' customers would use the app even if they couldn't pay with it because of their loyalty to the brand. And Starbucks benefits from their customers' brand affinity.
This is what other retailers hope to achieve.
Walmart is off to a good start in this regard. Some 22 million consumers use the retailer's app on Android and iOS devices. Walmart already has a track record with these consumers. Why push them to third-party systems such as Apple Pay and Android Pay when they can keep their customers in the Walmart experience - even when it's time to pay? Retailers want to be top-of-mind with their customers at all times, and something such as Walmart Pay will do the trick.
Based on the number of app users alone, Walmart should have some success with Walmart Pay. They won't duplicate Starbucks' mobile track record right away, but what Walmart is doing will start a trend. If Walmart can offer a mobile wallet type of experience, then a competitor such as Target can do the same. And if those two giants can succeed, others will follow. It's inevitable. Brand loyalty is too important to retailers and third-party mobile wallets don't help them achieve it.
Where this leaves Apple Pay, Android Pay and Samsung Pay in the conversation with retailers who are still holding out is anyone's guess at this point, but Walmart has said that there is a way to integrate those third-party wallets into the Walmart Pay experience. I think that's inevitable, too, and Target has already given Apple Pay its blessing for in-app purchases.
There's certainly a way for all of this to fit together in the ultimate mobile experience. All of these companies employ smart people who will figure it out - they'll have to with billions of consumer dollars at stake. It will just take some time to fit all the pieces together.