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    This individual Report The Business and Branding of Mobile Wallets is available for purchase. This Report is available to members of Mercator Advisory Group’s Debit and Alternative Products Advisory Service. Please be advised that this Report is normally part of a research and advisory service that provides ongoing support throughout the year. As such, this Report contains significant depth of content that is selected for its strategic importance to our members. (For a description of these services, see our Advisory Services section).

    While the Report represents significant analyst time invested, there is no means of our ascertaining if it will fully meet your specific intended purposes. Typically, these Reports form the basis for future discussions with our clients where we are able to fine-tune additional information that we have gathered in the construction of the series of Reports (or locate new information rapidly due to our exclusive focus on gathering information in the payments industry) for specific member needs.

    Unfortunately, in fairness to our paying members, we are not able to offer this level of support for a single Report purchase. We will, however, credit any Research Document purchase against the future purchase price of the service should you become a member within 30 days of purchasing the document.

    The price for individual Report purchases is $2950 per document. 


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The Business and Branding of Mobile Wallets

Boston, MA – August 1, 2013 – Mobile wallets are being introduced to the market in a steady stream of configurations from passive containers to dynamic payment products. Companies large and small are vying for a piece of a future market. Along the way, these emerging payment forms are reshaping traditional business models and impacting traditional acceptance brands.
In new research, Mobile Wallets: The Business and the Brand, Mercator Advisory Group applies a business model canvas approach to analyze examples of developing mobile wallet types based on first-person interviews with the leaders of these companies. In addition, this report breaks apart the impact of branding based on different mobile wallet structures to discuss the effect on traditional payment brands as well as the challenges new acceptance marks face in the market.
“There is no such thing as a benign product strategy in this superheated market. Even seemingly innocuous container products have to find their way to profitability and at some point, all roads will lead to being a component in the payment transaction value stream and as a result having some brand equity stake in the equation,” comments Patricia Hewitt, director of Mercator Advisory Group’s Debit Advisory Service and author of the report.
This report is 26 pages long and has 12 exhibits.

Entities mentioned in this report include: Visa, MasterCard, Lemon Wallet, PreCash, FlipMoney, Paydiant, Apple, Starbucks, PayPal,, MasterPass
Members of Mercator Advisory Group’s Debit Advisory Service have access to this report as well as the upcoming research for the year ahead, presentations, analyst access and other membership benefits.

Major highlights of this report include: 

  • Categorization of mobile wallets based on a spectrum of usability.
  • Analysis of the widening gap between wallets designed for mainstream consumers and those designed for unbanked/underserved consumers.
  • Discussion and analysis of how revenue streams that rely heavily on advertising and licensing fees are shifting the market away from traditional fee income strategies.
  • The features most likely to signal the potential for a wallet to be successful in the market


New research from Mercator Advisory Group examines the business models and branding of emerging mobile wallets