IBM Sees Apple Pay as Possible Mobile Payments ‘Catalyst’ This Holiday

Compared with last year, IBM’s annual holiday sales forecast report (see 1411050036) predicts significantly higher mobile browsing activity as a share of total online traffic. IBM believes that’s because of "a combination of an increased number of people using tablet devices, companies offering ubiquitous and affordable smartphones (a move away from feature phones) and consumer comfort and familiarity with mobile shopping," spokeswoman Amanda Carl emailed us Thursday. As for IBM projections that iOS devices will dominate Android smartphones and tablets in mobile browsing and shopping, we asked if IBM has any read on the possible impact of Apple Pay on holiday sales in this, its first holiday selling season. "Retailers are looking to bring the latest in online shopping to the store," Carl replied. "This includes in-store targeting via mobile applications, personalization in terms of mobile coupons, and mobile push notifications. This in-store digital push is now including mobile payments, especially with the recent launch of Apple Pay, which may in fact be the catalyst for broad adoption of mobile payments, both through Apple and other devices."