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Does Facebook have ambitions in payments?

Pamela Clark Dickson, Principal Analyst, Consumer Services at Ovum | March 27, 2015
Facebook’s Messenger Platform takes measured steps towards a richer user experience

 It appears that most of the apps that are initially available on Facebook Messenger are free to download, which will help promote user uptake. The ability for developers to reach a massive audience, combined with their capacity to include in-app purchasing, should negate any concerns they may have about not being able to directly generate revenues. There is also the possibility that paid-for apps will appear in future iterations.

 Meanwhile, Facebook has taken a slightly different approach from the Messenger rivals for the Businesses on Messenger capability. Instead of providing businesses with Twitter-like 'Official Accounts' (as per Line) - which initially enabled marketing and promotions, and then added payments - Facebook focusing on the customer relationship aspect of transactions. The company is integrating the ability for businesses to communicate with customers via Messenger into their existing online purchasing process. But since Facebook clearly has ambitions in payments, it is difficult to see how the integration of communications won't be a lead-in to the eventual integration of some kind of fully-fledged commerce offering.

 

 

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