Large US retailers are getting ready to block Apple Pay with CurrentC

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Good technology goes against the existing arrangements of large companies, and they try to limit its use wherever have influence. Here is another such in a piggy bank. Apple Pay is a truly innovative technology can not be out of respect for NFC-payments, has been successfully operating for many years. But such a system has never been so convenient and transparent. Buyers major American network pharmacies CVS and Rite Aid will not be able to evaluate these benefits: on the eve of the system has been banned for use, and the reasons for such decisions are predictable. Moreover, they are much more interesting than it seems at first glance.

Since yesterday, pharmacy chains CVS and Rite Aid in the United States unofficial ban buyers to use any methods NFC-payments. Under the restriction not only got recently launched system Apple Pay, but a similar solution from Google called Wallet. The rate of use of the latter approached statistical error, so obviously the reason lies in Apple Pay. The leadership of both pharmacy has not commented on the situation, but their visitors have already faced the unexpected decision. More recently still function normally.

Journalists began to look for the causes of the simultaneous failure of the whole system behaved NFC – and found them. It turns out that CVS and Rite Aid belong to a consortium of retailers, working on their own mobile payment system called CurrentC. It works like this: the firmware application on the user’s device is started before the payment order and demonstrates QR-code, which is read by the seller.

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The consortium includes retail giants in the US: Walmart, Best Buy, Kmart and 7 Eleven. The system was developed CurrentC since 2012, and is now available in the App Store that same application, with which you can work only through invitations. At first glance, the situation is clear: the consortium members do not want to give up their own service, which have invested a lot of money and power.

Experts believe that the main reason for the sharp rejection CVS and Rite Aid from Apple Pay is the inability to store and process the personal data of each client. The fact that Apple’s decision does not transmit any personal data to seller buyer – only the absolute minimum necessary for the successful processing of payment. At the same time CurrentC obliges the user to make their personal data to be transmitted merchant when making the payment. But this is the most valuable information from a business perspective, allows you to build the most complex and the most effective programs to increase demand and loyalty.

Even after a hard ban Apple Pay, the probability of success is extremely doubtful CurrentC without aggressive support of the largest retailers in the United States. And they prefer to remain silent, watching the situation from the outside. Ordinary Americans are not too badly affected. Currently iPhone users can 6, smiling, step competing pharmacy chains – for example, not less famous Walgreens, openly support JavaScript Apple. Rough wrestling with progress rarely bearing fruit, and if CurrentC quietly disappear from view after a year or two, no one will be surprised.

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