Discover, the latest payment service to introduce Apple Pay availability for cardholders, is getting the ball rolling with a 10 percent cash back offer, reflecting the slow but significant shift towards mobile payments.

The credit card service recognizes the convenience and possibilities of mobile payments, and is cognizant that a big name such as Apple will help entice consumers to adopt mobile payments. Discover is offering customers who use Apple Pay until the end of the year a 10 percent Cashback Bonus, an effort to encourage customers to take advantage of the service.

“Discover always wants to be where our card members are,” said Heather Roche, vice president of rewards at Discover. “Mobile wallet acceptance and usage continues to increase, so it makes sense for Discover to be made available to card members using these systems.”

Paying on-the-go
While Apple Pay has had a slow adoption starting out, it is slowly catching on with retailers and credit card services still moving towards the mobile payments platform. Apple devices in which Apple Pay is available are becoming more widespread, which is giving the platform a chance to grow and consumers are becoming more comfortable with mobile payments.

Discover is jumping in now and attempting to capitalize on the shift towards mobile payments. Although it was sluggish aft first, mobile payments may be a significant industry standard in the future and it could be detrimental for Discovery not to jump on board.

The payment service is hoping to have a successful start with Apple Pay and is enticing users with the 10 percent Cashback Bonus. The bonus is likely to attract new users into using the service to receive the cash back.

Credit card services always look to find ways to attract new and please current members, and introducing features such as Apple Pay can do so. It allows Discover to appeal to consumers that are using Apple Pay and helps continue a positive brand sentiment, as well as continued use.

The partnership with Apple Pay also makes a more secured system of use, which not only is appealing to consumers but also helps Discover prevent numerous fraud breeches and causes a positive representation of the brand.

Apple Pay adoption
Originally bringing contactless mobile payments to bricks-and-mortar stores was a challenging process plagued with technology difficulties, inexperienced store associates and an evolving landscape (see more).

However, A Capital One executive at the Mcommerce Summit: State of Mobile Commerce 2015 predicted a mass shift to Apple Pay this year and the decline of magnetic stripe payments as more consumers carry their phones on their persons at all times (see more).

“Discover always wants to be where our card members are,” said Heather Roche, vice president of rewards at Discover. “Mobile wallet acceptance and usage continues to increase, so it makes sense for Discover to be made available to card members using these systems.”

Final take
Brielle Jaekel is editorial assistant at Mobile Commerce Daily