But banks and technology companies are committed to bringing their wallet apps to market. In an effort to stay competitive, these companies have spent considerable effort to get their wallets to stand out not only against competitors, but against the compelling option to keep using cash and cards.
Android Pay taps into Google's most creative asset
The company's search engine is well known for replacing its logo with fanciful cartoons to celebrate holidays and other special events, and it brought the same treatment to the Android Pay wallet, which plays seasonal cartoons whenever a user completes a payment in-store.
This year, Google entered a marketing partnership with the Justice League film, gamifying its Android Pay doodle to urge shoppers to unlock representations of Batman, Wonder Woman and other heroes each time they pay.