The initiative comes as a result of the current context, consumer needs and market trends. It seems that 80 percent of consumers would be more inclined to purchase online if given a safer, more convenient payment method than credit card, according to data included in the 2007 Javelin digital payments report. This is an evident increase, compared to previous figures (74 percent in 2006 and 61 percent in 2003). Furthermore, there’s “a strong shift in preference to alternative payments for online transactions, based primarily on convenience and security needs and perceptions among consumers. Consumers preferred their phone bill as the top choice to make small digital purchases. These existing bills are trusted, easy and convenient methods for consumers to utilize for making digital goods and services purchases,” says Bruce Cundiff, research director for Javelin Strategy and Research.
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