Analysis: Google Launches Google Pay Rebrand, as It Seeks to Enable Payments Across Multiple Channels and Devices

Jul 3 2018

NFC TIMES Exclusive Insight – Google began rolling out its previously-announced set of Google Pay services Tuesday in what is primarily a rebrand of Android Pay and other Google payments features. The initiative supports Google’s long-held goal of making payments seamless across its various products and access points.

Google mainly launched the new Google Pay app for Android phones Tuesday, with more integration to come–though many of the new and revamped payments services are not new. Nonetheless, Google is hoping that its rebranded and unified payments approach–spanning various channels and devices and mainly using card-on-file credentials in consumers’ Google Accounts–will help it overcome years of spotty results and even outright failure in changing the way its users pay.

Plans call for making Google Pay a part of a range of products, including Chrome, Google Assistant and, of course, Android.

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