What would Apple Pay's key marketing strategy issues be?

BeyondtheFirstInning

"Wearemoreconfidentthaneverthat2015 willbetheyearofApplePay"

Tim Cook, chiefexecutive of Apple48

InApple'sJanuary2015earningscall,TimCooksharedthatApplePayaccountedformorethan$2out of every $3 spent using contact-less payments across the networks of Visa, MasterCard, andAmerican Express.49"I think we're still in the first inning [with Apple Pay]. There's tons of things onour roadmap of adding functionality to it" said Cook. By May 2015, Apple Pay was still makingheadlines: Apple was in discussions with Home Depot to incorporate Apple Pay in over 2,000 stores50and said it wished to expand internationally, in countries such as China. "We very much want to getApple Pay in China," Cook told Xinhua, a Chinese news outlet. "I'm very bullish on Apple Pay inChina."51

"As Tim said, our long term goal is to replace the wallet, so we're looking at all the things that areinsideyourwallettoseewhereourcoretechnologycouldbeappliedtoaddvalue,"saidBailey."Massadoptioniskey.We arenotinthebusinessof makingniche products."

As Bailey considered what would be needed to achieve mass adoption, she thought about how toprioritize the activities needed to continue Apple Pay's momentum. Should she focus on launchingnew capabilities beyond the current features of Apple Pay? In July 2015, Apple Pay launched in theUnited Kingdomwhat other regions should the service target next? And how would Apple Pay'scompetitorsreact?