So, how might they do that? Let me count the ways:
Well, that wasn't hard to count, right? Doesn't sound too threatening--I mean MasterCard is even a partner on Google Wallet.
Well, look a bit closer. What is really going on here is that these are just a couple of more data points in the Google orchestra of data. Google has Google Analytics and Google Checkout and Google Search and a dozen of other properties that all work together to find out more and more about what people are buying and where.
What would stop Google from analyzing all these shopping patterns and launching Goo-pon? By looking at all this behavioral data, Google could provide shopping savings that we could all like: saving money without the hassle. In fact, Google's recent purchase of ITA must have sent shudders through the ranks of Travelocity and Expedia. Google is doing the same thing they do. Why couldn't Google use all of the data they have collected to offer any discounts they want, because they know the price point to pitch each one? Information wins this game.
But information isn't all that is needed. One area where NFC still lags is security. Reports of physical security being hacked (if you walk by someone, they might be able to charge your phone) and the different legal status of NFC--a fraudulent charge on your credit card won't cost more than $50 in the U.S. by law--might both be impediments to wary consumers adopting NFC. Remember how long it took for consumers to be willing to enter credit card numbers online? There were far fewer real dangers there than for NFC.
So let's return to the original question. Google wants to be your new credit card because it is its new source of growth. They'll start with the easy stuff. but don't be surprised if they are working to remove the middle-man at some point. Because Google doesn't suffer its partners for very long.
Originally published on Biznology
Mike is an expert in search marketing, search technology, social media, publishing, text analytics, and web metrics, who regularly makes speaking appearances.
Mike's previous appearances include ClickZ Live, RKG Summit, Ticket Summit, Webdagene, the CiTE conference, and the Forrester Marketing Conference.
Mike also founded and writes for Biznology, is the co-author of the best-selling Search Engine Marketing, Inc., and sole author of Do It Wrong Quickly, named by the Miami Herald as one of the 11 best business books of 2007.
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