I used Apple Pay this morning in a shop and the girl behind the counter was amazed by it. She wanted to know all about it and how it worked. She was young and tech savvy and yet this was an entirely new (and massively cool) concept for her.
If you have an AMEX and have had Apple Pay for a while you’ll likely find this strange – to you paying with Apple Pay is probably so routine you’re actually surprised when you can’t use it. Soon, for all ANZ customers this will be a similar experience.
However, the point here is that just because something is old hat to you, it doesn’t mean it’s old hat for everyone else. For many people, the things you take for granted are close to magical for them.
Never forget this when you communicate via your marketing and personal relationships.
The last thing you want to be is that arrogant tosser who looks down dismissively on those who haven’t yet integrated magic into their daily activities.