ADOTAS – In-app mobile payment service ZooZ announced yesterday it’s made an HTML5 mobile web version of its software development kit available, promising in a statement released by the company that it’s a less-than-10-minute cut-and-paste job made up of three lines of code. The statement also assured developers ZooZ can now work on HTML5 and hybrid apps, and with both mobile and desktop browsers.
The idea behind ZooZ, which launched in beta back in March, is that one of the barriers to m-commerce really taking off is a lack of a standard, secure payment method. There’s been a lot of discussion about how important mobile has become to the shopping experience as a tool for browsing and comparison-shopping, though the number of people actually making purchases on mobile devices is much lower. ZooZ is banking on the idea that people would be much more willing to make mobile purchases if they could make an in-app payment using the same checkout methods they can use on a desktop browser, and if they knew their data were secure. In a meeting during Internet Week in New York City a few weeks ago, ZooZ CEO and co-founder Oren Levy explained his service answers both of those issues. Co-founder and CTO Ronen Morecki came from VeriSign, where he’d worked in fraud detection, which Levy pointed out by way of explaining the company’s understanding of security. And he said there’s already a good example of how people are willing to make mobile payments if it were just convenient enough: iTunes. “You don’t get the iTunes experience for products,” he said. ZooZ aims to amend that. “On the user side, I don’t have to re-enter my credit card and it’s stored across the device,” he said — the user’s payment information lives in ZooZ, basically, and it’s accessible through any ZooZ-enabled app. And, he explained, it allows the consumer to choose from options like major credit cards, PayPal or Google Wallet. Levy said the company had been approached by a credit card company that had asked ZooZ to apply its technology to a service for just that one card — but he said they’d turned down that request, because it missed the point of what ZooZ was trying to do.
Levy acknowledged there are still a number of questions about why m-commerce hasn’t gotten off the ground. “Is it a matter of privacy? Is it a matter of, you don’t trust the developer?,” he mused. But he offered some theories of his own. “There’s no company saying, ‘Use whatever you want'” to pay, he said. And he cited a statistic of conversion rates of only 1 to 2 percent in m-commerce. “A big part of it is shopping cart abandonment,” he said.