Malauzai: Picture Pay Besting Mobile Bill Pay
The big news in the latest mobile banking usage data dump from Austin, Texas, apps developer Malauzai is that mobile picture pay – paying bills by snapping a photo – is on the rise, even surpassing usage of mobile bill pay in some institutions.
Robb Gaynor, chief technology officer at Malauzai, said in an interview that 5% of its active end-users give picture pay a try within 90 days of a financial institution’s launch of the service. The technology is catching on. “We are processing more Picture Pay transactions than mobile bill pay,” said Gaynor.
End-users are making 1.57 picture pay payments a month. The average payment size is $151, which is 40% less than the average bill pay, per Malauzai’s numbers.
Some 12% of transactions are “pay again” - meaning the user pays a biller he/she had already entered in the system via picture pay.
Malauzai said it serves about 20 credit unions and 70 community banks.
Gaynor stressed that picture pay can become a revenue generator because “3% percent of payments are expedited.” That means the payer indicated a desire for speedy money transfer, a service for which institutions are charging small fees.
An important and surprising metric stressed by Gaynor is that presently the successful capture rate for picture pay is higher than for mobile remote deposit capture. According to Malauzai, 67% of pictures are processed successfully for picture pay and 52% are processed successfully for mobile check capture.
Additional data points from the Malauzai release include:
* End-users are gaining confidence and average payment size is increasing by over 50% month-to month.
* iOS end-users (iPhone) average payment size is 25% higher than their Android counterparts.
* iOS end-users are making payments at a 25% higher rate than Android users.