Dunkin' Donuts has released a mobile payments application for Android and iOS devices that's similar to the Starbucks app, but with an extra feature of gifting. The Dunkin' Donuts software got me thinking about store apps versus platform mobile wallet apps.
I downloaded the Dunkin' Donuts app to an Android phone and my iPad. It's formatted for phones, but it works fine on the iPad.
Users need a Dunkin' Donuts payment card (either plastic or virtual), which may be set up within the app. Both types of cards are funded by transferring funds from a credit or debit card or PayPal.
The Starbucks app uses only the Starbucks Card, not any separate credit or debit card. Also, like the Starbucks app, the Dunkin' Donuts one lets users make a payment when a cashier scans the barcode in the app.
In addition to payments, the Dunkin' Donuts app may be used to find stores on a map and learn their features and hours. The app also displays nutrition and other food and beverage information. However, obtaining nutrition information requires downloading a PDF file or opening the browser. That's too awkward.
One useful feature is the ability to send someone a virtual gift card in any amount from $2 to $100. A link to the card is sent via SMS, e-mail, or Facebook. The app also has a social networking menu for following the company on Twitter or Facebook.
I had no problem with the app, but is it better to download multiple apps from individual retailers or use a single mobile payments platform like Google Wallet or the upcoming Merchant Customer Exchange? Single-merchant apps might offer more features, but platform apps might be more convenient.
The ol' magnetic strip reminds me somewhat of the ol' landline phone. Both the magnetic strip and the landline phone have been around for many years and have worked very well. But landline phones are being replaced by cellular phones and magnetic strips are being replaced by chip-and-pin cards.
Perhaps chip-and-pin will be replaced by mobile payments.
I guess it might be technologically possible to create a single credit card that works with multiple companies (MasterCard, Visa, etc.), but it also would have to work with multiple types of MasterCards and Visas, etc. Many people have more than one MasterCard or Visa.
You could swipe your all-in-one credit card or tap it on the point of sale terminal, which would show the different cards on the screen. Then you'd tap the image of the one you want to use.
But, would that be any better or easier than just carrying a few plastic credit cards?!
As I said, I think mobile payments have value, but there's much more that needs to be included.
Using a mobile app is a logistics issue. Since I usually eat at non-peak hours, if I order food from Chipotle when I leave my house, it could be cold or cooling by the time I arrive. However, I could place my order about five minutes before I arrive at Chipotle.
Perhaps I need to consult Tom Cook about the logistics!
Mobile payments might still be in its infancy, but I'm very excited to see what it will develop into in the future. I agree that it needs more features to become truly attractive and useful to customers. If they can manage to do that, then I wouldn't be very surprised if it converts a lot of die-hard users of the ol' magnetic strip.
As I've written (see my replies to Mitch Wagner), mobile payments have potential, but they need to offer much more than just as a substitute for swiping a credit or debit card. Right now, it sometimes takes more time to use a phone for paying for purchases.
It's still very early days for mobile payments in the U.S.
Alan - If Chipotle is a 15-20-minute walk for you, that's a perfect time for the mobile app. Order from home, start walking, when you arrive your order is ready for you. Cut to the front of the line (if there is one) to pick up your order, and start eating.
Alan, it IS complicated. I am wondering , if it's possible to create a single plastic card with different accounts that are attatched to it. If they can create a unified mobile application, why don't they try to create a unified plastic card- that would be so much easier ( Am I talking stupid things? I am absolutely nothing in terms of financing:(((()
Also, some people (i.e., morons) are uploading photos of pets or abstract designs, rather than of themselves. I hope cashiers won't accept Square payments from these people without seeing a photo ID or making them use a regular plastic card.
Well,they can carry their pets , and demostrate them to the cashiers:)
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