Skip to content


  • Add this article to your LinkedIn page
  • Add this article to your Twitter feed
  • Add this article to your Facebook page
  • Email this article
  • View or print a PDF of this page
  • Share further
  • Add this article to your Pinterest board
  • Add this article to your Google page
  • Share this article on Reddit
  • Share this article on StumbleUpon
  • Bookmark this page

Seven out of ten consumers reject mobile payments

Daniel Norman


8 October 2014  


Martin Exner, PA mobile payments expert, has been quoted in an article published in Market, discussing why mobile payments have not taken off.

Martin says the state must intervene, or a joint development project by the entire banking industry is required, if mobile payments are to be fully accepted by consumers.

In the article Martin cites a fragmented market as one of the major reasons for the failure of mobile payments: “The retail industry highlights this problem because large companies such as ICA and Axfood have completely different solutions. This means the consumer has a large number of apps to keep track of.”

Martin believes that the breakthrough of mobile payments in Sweden will take time: “Retailers will wait for a more stable solution before they get involved. In Norway, Telenor and Den Norske Bank have developed a joint mobile wallet, and together they will reach more than 50% of the market. But the odds of a similar scenario playing out in Sweden are very low.” 

Instead, Martin believes that the Swedish Bankers' Association is more likely to commit to such a role and responsibility. 



For thinking and insights on PA's digital business expertise, click here or contact us now.

Contact the Sweden team

By using this website, you accept the use of cookies. For more information on how to manage cookies, please read our privacy policy.