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JetBlue flies in MasterPass to cement more mobile bookingsBy
JetBlue is buckling in MasterCard’s MasterPass platform as it ramps up to maximize sales made via the airline’s mobile application, showcasing the necessity of offering travelers multiple payment options.
JetBlue is joining the long list of merchants that have integrated MasterPass into their checkout systems in the past year. The payment option is set to be available later this year on JetBlue’s mobile app and Web site, providing consumers with a speedier checkout experience that could fuel additional impromptu bookings.
“JetBlue is always looking to improve the customer experience, and the addition of MasterPass will bring speed and simplicity to the airline’s online and in-app bookings,” said Michael Cyr, group executive, U.S. market development at MasterCard, Purchase, NY.
MasterPass allows users to shop at thousands of merchants via online or mobile platforms. The digital wallet stores consumers’ previously-inputted credit card and shipping information, enabling them to press the “Buy with MasterPass” button to complete a secure transaction without having to enter additional personal details.
This type of touch commerce will become steadily more commonplace as the year progresses. It has already been adopted by a myriad of top brands in sectors including food and beverage, retail and travel.
As consumers become more comfortable with making purchases on smartphones, the number of users tapping a third-party touch-based payment platform for mobile checkout is expected to increase by 150 percent this year, according to research from Deloitte Canada (see story).
Travel is especially well-suited to touch commerce, as it drives up the potential for spur-of-the-moment bookings on mobile. If consumers are browsing potential getaway destinations on their smartphones and stumble upon an unbeatable deal, they will be much more likely to complete the purchase if they do not have to manually enter in credit card information and personal details.
Forcing users to fill out small forms on personal devices could give them more time to second-guess their decisions.
MasterCard, which has engaged in a variety of brand partnerships over the last year, is also attempting to make a splash in the travel and hospitality industry.
“Travel is a passion for so many MasterCard cardholders, which is why we provide a variety of exclusive benefits—from Priceless Cities, to our co-brand partnerships, to MasterCard Travel Services,” Mr. Cyr said. “We continuously evaluate new partnerships to help ensure our cardholders have access to the services and experiences they want and need.”
JetBlue may also be seeking to steal some of the thunder from popular third-party booking services, such as Expedia or Orbitz, by enticing more travelers to book directly via its site or mobile app.
To sign up for MasterPass, individuals may visit masterpass.com or a participating bank.
MasterCard’s 2016 outlook
MasterCard is gearing up to lead the parade of financial marketers evolving their current offerings to better cater to the constantly-connected consumer.
Last October, the brand rolled out a tokenized checkout experience for MasterPass to allow users to securely shop within mobile apps on any device or online, proving that tokens are increasingly a must-have for mobile payment solutions (see story).
MasterCard is also partnering with GM, Nymi, Ringly and TrachR to develop a series of unique connected payment devices, straying from the traditional wristband and mobile offerings in an attempt to transform every device into a payment option (see story).
“We are in the midst of a global transformation as everyone and everything is becoming connected,” Mr. Cyr said. “This connectivity is transforming the way consumers both interact and transact, with digital payment adoption potentially representing 20 to 30 percent of consumer payments by 2020.
“At MasterCard, we’re thinking differently, designing products differently and innovating faster than ever before – alongside issuers and partners – to ensure every MasterCard account is as digital as the consumers using them around the world.”
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