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Google Wallet is a mobile payment system developed by Google that allows its users to store
debit cards, credit cards, loyalty cards, sales promotions, gift cards, etc. on their mobile
phone. Google Wallet uses Near Field Communication (NFC) to make secure payments fast
and convenient by tapping the phone on any PayPass enabled checkout. The service works
with the 300,000+ MasterCard PayPass locations and Visa’s payWave system. Google
Wallet’s newest feature allows user to send and receive money through Gmail attachments.
In the past few thousand years, the way we pay has changed
just three times—from coins, to paper money, to plastic cards.
Now we’re on the brink of the next big shift. We are introducing
the Google Wallet as the newest, mobile payment system.”
Customers andValue Proposition
Google Wallet aims to be the future of money
payment and transfers. It is for people who want the
convenience of their entire wallet integrated into their
beloved mobile device. Since it is a new product, the
Wallet is currently targeting early adopters. These are
consumers who are highly engaged in their mobile
devices and desire to have the latest technology in
their hands. Research shows that the people between
the ages of 18-34 are more wiling to adopt the mobile
The Value Proposition
Google Wallet makes
payments online and in-
store faster, more secure,
and easier to manage by
methods into a mobile app
•PIN based authentication
•Saves card details on
servers and issue virtual
card on your device
•100% security with its
•Touch ID Technology for
•Tokenization system: card
details link directly to bank
and then given a Device
Account Number (DAN)
•Does not track transactions
Google Wallet and Apple Pay are the leading mobile
payment systems and each other’s biggest competition.
The main differences are in security. While Apple uses
Touch ID for authentication, the Google Wallet uses a
traditional PIN based authentication system. Although
the touch ID is easier to use, Google’s PIN ID allows
users to access the Wallet on older hardware.
Another difference is the way that a user’s card
information is saved, but both are secure channels.
Google Wallet strives to be a literal virtual wallet so the
service tracks all transactions like a receipt. On the
other hand, Apple Pay declares it will never track
Channels &Customer Relationship
Google Wallet’s channels for usage are:
• Mobile Device App
• Wallet Card
In today’s age, most mobile devices come pre-installed
with NFC technology that enables phones to connect to
the MasterCard PayPass and Visa payWAVE readers
located at many retailers.
Google Wallet can be used online to exchange money
through Gmail attachments.
The Wallet Card allows people to pay with their Google
Wallet Balance in-store at millions of Debit MasterCard
locations and withdraw cash at ATMs.
Google gets their customers through advertisements on TV and
online that make the Google Wallet look like the next greatest
innovation in money management. Since some cell phone carriers
have the Google Wallet app pre-installed onto their devices,
customers are more inclined to use it when they purchase a new
phone. Lastly, Google loyal customers who are interested in mobile-
payment systems would prefer Google over other competitors such
as Apple Pay due to their trust in the Google brand.
Google keeps their customers by providing rewards relative to the
usage of the Google wallet, promoting all the available locations
compatible with the Wallet and ease of transferring money through
Gmail, and providing excellent customer service.
Google can grow their customer relationships by providing more
services and features through the Wallet to create more value for
consumers, and expanding NFC capabilities to more locations in
order to give consumers more opportunities to use their Wallet.
Google must continue to develop the
software behind the Wallet app, email
component, and card in order to make all
transactions quick, easy, and secure for
Expanding NFC Locations
In order to attract more consumers and
satisfy their current users, Google has to
increase the number of NFC locations to
encourage consumers to use the Wallet
everywhere they go and increase their
convenience. Google must contact
popular chain stores and reach an
agreement with them to install NFC
readers in their stores.
Educating the Market
To increase their consumer base, Google
must efficiently market to and educate
their target segments. This would involve
online and television ads that show the
ease and convenience of using Google
wallet to the mass market.
Resources and Partners
Google’s major partners are:
• Participating Stores
• Cellular Carriers
Google’s partnership with MasterCard and Visa has allowed the Wallet to
use pre-existing NFC hubs to connect to their service. This has provided
incredibly value because Google did not have to create and install their
own NFC infrastructure within stores across the country. Instead, they
partnered with companies who possessed the existing technology. Google
has also entered into a partnership with ViVOtech to produce their own
Major chain stores including Walgreen’s, Subway, Jamba Juice, Macy’s,
Footlocker, CVS, and more are supportive of the Wallet concept and will
install NFC readers if they don’t already have them.
Cellular Carriers are a major partners because they must enable their
devices to use NFC with a digital wallet. AT&T. Verizon Wireless, and T-
Mobile have the Google Wallet pre-installed. If the carrier is not
compatible with the wallet, users can only access the Google Wallet online.
Google’s main resources consist of:
•Google brand name
The human capital is made up of the skilled labor that codes and
builds the services behind the Google Wallet. The Wallet could
not be possible without their knowledge and expertise.
The Google brand is a recognizable name that consumers already
have trust in due to past experiences with their products and
services. This familiarity and confidence in the Google brand
makes consumers more inclined to try Google Wallet over other
The NFC short-range wireless technology is a primary component
behind Google Wallet. It is what allows contactless payments at
checkout in stores. It is essential to the success and value of the
product. Wallet utilizes existing NFC readers and has partnered
with ViVOtech to make NFC software.
Google has capitalized on their integration with Gmail through
the Wallet for money transfers. The ability to access Gmail gives
the Google Wallet and extra benefit and increases its value.
Key Partners Key Activites Value Proposition Customer Relations Customer Segments
Key Resources Channels
Cost Structure Incomes
We use the Business Model Canvas to represent in one visual shot this company
Expanding NFC Locations
Educating the Market
Google Brand Name
NFC Technology from VISA,
MasterCard, & ViVOtech
Sponsor AdsTechnology growth
Research and Development
Partnership with MasterCard and Visa Technology
online and in-
store faster, more
easier to manage
methods into a
mobile app and
Pre-Installed on Device
Promotion of benefits
Excellent Customer Service
Provide more services
Expand locations with NFC
Lack of users
As revolutionary as the Google Wallet was, consumers had no
desire to use the product. Since it is a new concept, Google
would have to grab the attention of the few early adopters
ready to try the Wallet in its initial launch. In addition, Google
must compete for users with Apple Pay and PayPal,
Google had a few problems at first with ensuring that all the
user’s personal and credit card information was secure.
Consumers will not be willing to put all of their financial data
into an app that can’t keep it safe.
Lack of NFC enabled devices
The Google Wallet may be incredibly useful but if there are not
many devices that are compatible with NFC tech, will the
Wallet be used at all? Non-NFC devices include the Android
4.0.3 or higher and iOS 6 systems.
The Role of Innovation
Google entered a market that would define the
future. As first movers into the mobile payment
technology field, the Google wallet was created
to utilize cell phones in order to make the
transfer of money more easy, quick, and secure.
Instead of creating and implementing their own
Wallet reader technology, Google joined in
partnerships with MasterCard and Visa to use
their NFC readers that were already installed in
more than 300,000 locations. This strategy saved
them time and prevented extra costs.
The multiple channels to access Google Wallet
allow consumers to use the service through an
app, email, or card. These various aspects of
Google Wallet are some of its main
differentiating factors from other competitors.
Google continues to market the
Wallet through ads to gain
consumer attention and app
downloads. As they increase the
number of NFC locations and
compatible NFC cellular carriers,
the popularity of the Wallet will
rise. The Google Wallet is leading
the way into the future of money.
Network Structure Process Product
Service Channel Brand Customer
CONFIGURATION OFFERING EXPERIENCE
University of Texas