Most consumer payments involve some form of banking relationship. Mobile and other P2P payment providers like the newly launched “Square” offer the allure of disintermediation promising the end of the banks control over payment. But for now, retailers looking for lower transaction costs at the POS; the choices are limited, with most involving a card and all involving a financial institution (bank).
Retailers considering alternative payment need to under stand the “Demand-Side” of payments. Currently few retailers deal with the “demand-side” of payment; rather they deal with the “Supply-Side. The “Supply-Side” perspective of payments focuses on the network through which the payments are settled.
The Demand-Side of payment systems has to do with the choices consumers make when selecting a “Method of Payment”. For most convenience/petroleum retailers this means a sticker on the front door or pump announcing which payment cards are accepted. Other “Demand-Side” promotional opportunities come from major oil or co-branded cards. Banks (card issuers) understand the importance of the “Demand-Side” and focus their efforts on influencing the consumers’ Method of Payment. Competition for the consumer’s payment choice or the Demand-Side is influenced by the banks and networks through affinity & reward programs promoted through extensive advertising and marketing paid. Retailers support these programs through Interchange Fees.
In any two-sided market there are two groups of end users who need a “platform” to reach each other. In the case of payments, consumers with credit/debit card and retailers who want access to those consumer funds represent the two groups of End-Users. Their desire to reach each other is called a “network effect”. When banks focus on the ‘Demand-Side” of consumer payment choice by offering rewards, they are increasing the strength of the network effect. When Retailers focus on the supply side of the of consumer payment choice, accepting the cards and offering no alterative, they are adding to the strength of the network effect. The result of strong network effects is greater platform value resulting in higher fees.
Successfully launching alternative payment programs means that retailers will need to focus on both the supply and demand sides of consumer payment choice.http://www.linkedin.com/in/peterguidi
