First, it finally gives shoppers a good reason to use mobile payments. Kupferberg issued a research note to clients in which he said that the new service would deal with direct shopper incentives. The report this week came from Jason Kupferberg, a senior analyst at the Jefferies investment firm. The specifics of the new Apple Pay version are few. Perception trumps reality, and there is no perceived feeling of better security among consumers. In short, the added security is nothing that they care about. Many have been using credit cards - rather than debit - as their default payment method, which means they are covered by zero-liability protections. As true as that is, it doesn't matter to shoppers. I should point out that Apple would argue the safety point, correctly pointing out that Apple Pay is a technologically more secure means of payment.
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