London Contactless Payment Launch To Test European Business Models

“Europe has lagged behind Asia and the US when it comes to contactless payments, but the stage is now set for adoption,” says senior analyst Jonathan Collins.

Card associations and issuers see contactless payments as a way to move low-value transactions away from cash and onto cards as well as speed-up transactions for retailers. The UK deployment isn’t the first in Europe but its scale combined with the UK’s leading European adoption of EMV-based contact smartcards, mean it will be a key test of contactless adoption in the region. Adoption of contactless payments will also bolster the rollout of Near Field Communication, which enables contactless payment – as well as a host of other contactless applications – to operate from mobile handsets.

“Contactless is a proven technology,” says Collins. “As in many major cities across Europe, millions of people across in London use contactless ticketing on public transport. However, when it comes to contactless payments, challenges remain with regard to business models and partnerships. Before many European retailers commit to upgrading their POS terminals to accept contactless, they will need to be convinced that the investment is in their interests. Early European rollouts, combined with experience of advanced deployments around the world will be a key.”

As Europe moves closer to contactless payment adoption, there are lessons to be learned from ongoing rollouts in Asia and the United States where contactless payments are making the greatest headway. Across both regions, contactless payments deployments have been tuned to specific market environments. European rollouts will have to do the same.

ABI Research’s study, RFID Contactless Payments examines the value of the contactless market and the outstanding business and technological issues to be resolved. It includes analysis of contactless payment adoption in a selection of key merchant categories and applications.