Verifone is utilizing its open point-of-sale platform to expand merchant and consumer use of MobilePay outside of its original market in Denmark, where the application is already a popular payment method for consumers.

MobilePay, created through Danske Bank and a partnership with Verifone, is already accepted at tens of thousands of merchants in Denmark. The companies plan to move the mobile app usage into Finland and Norway.

Earlier this year, Verifone executives declared the company would focus more on operating an open platform in which third-party developers and financial partners could work within Verifone POS network parameters.

Verifone signage
IMAGE: Bloomberg News

That widespread popularity of MobilePay "demonstrates the whirlwind of change facing merchants in today’s retail landscape,” Per Kristian Nauste, vice president and general manager for Nordic/Baltic at Verifone, said in a June 27 press release. “As a result of its speed and convenience, MobilePay stands to equally disrupt consumers’ payment preferences in Finland and Norway, creating an expectation that merchants should allow them to pay with the app anytime, anywhere."

Verifone says MobilePay has more than 3.5 million users and is installed on 90% of consumer smartphones in Denmark, making it the country’s most popular app after Facebook and Facebook Messenger.

Cosumers use MobilePay through Android or iOS smartphones to pay for purchases at merchants who have Bluetooth Low Energy-enabled payment devices. Verifone says its open platform has allowed merchants to accept MobilePay from consumers, without requiring stores to replace existing Verifone terminals.

“Consumers want the option to use their preferred method of payment—MobilePay, or any other scheme for that matter—while they shop,” Mark Majgaard Wraa-Hansen, head of MobilePay, said in the release.

“By expanding our collaboration with Verifone beyond Denmark, we will also afford merchants in neighboring countries the ability to quickly accommodate their customers that are among the growing number of MobilePay users throughout the Nordics,” Wraa-Hansen added.

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