APPLE PAY CASE.docx - Case Study 1 APPLE PAY CASE ISSUES IN...

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Case Study 1 APPLE PAY CASE: ISSUES IN MARKETING STRATEGY Professor Name Student Name Date
Case Study 2 Apple pay was a project of huge US based industrial organization Apple who has spread its business all over the world. Apple pay was designed to compete the existing electronic payment system for the applications and other utilities. The competition of apple pay was with American Express, Master card, Union pay and visa cards. As before the launching of Apple pay everyone was expecting that the Apple will change the existing payment system but Apple decided to maintain the existing payment system as the consumers were already familiar of this payment method (Fred O’Connor, 2015). This put a challenge before the designers of Apple pay so they decided that if their payment system would be easy, secure and private then it could add value for its customers. Therefore the iPhone 6 and iPhone 6 plus were designed with NFC technology, Touch Id and the secure element. The issues raised in this respect were that the use of EMV technology required POV terminals that were equipped with chip reading system but it takes a bit long transection time in reading microchip as compare to swiping magnetic strips. In 2014 with the launching of apple pay the opportunity was appeared for the retails to install NFC compatible technology as the requirement of newly emerged system of Apple pay. Apple had already engaged a large community of IOS app developers to integrate Apple pay into their apps so within 72 hours of its launching over one million credit and debit cards were activated on the service. But soon it appeared that people had faced some issues regarding this payment service as how frequently this service was used. In a result of a survey conducted by

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