NEW YORK — Mobile wallets, often funded by linked credit union or bank accounts, are sometimes described as decoupled debit accounts in disguise-and may suffer from the same challenges decoupled debit faced.
Overall, decoupled debit is alive and well at companies such as National Payment Card and First Data, and is a fixture of many gas station loyalty programs.
But the model's most prominent failure, Tempo Payments, links its demise explicitly to the Durbin amendment's slicing of debit interchange fees.
Many mobile wallets and decoupled debit cards draw funds from a linked bank account through the automated clearing house network. Both products also promise merchants will either save money on transactions or recoup their expenses through increased payment volume.
However, "some programs that are widely accepted could be hindered by the uncertainty of Durbin," said industry analyst Todd Ablowitz, president of Centennial, Colo.-based Double Diamond Group LLC.
The uncertainty stems from a court ruling that invalidated the Federal Reserve Board's cap on debit interchange fees, declaring the Fed's cap to be too high.
"If debit [interchange] gets inexpensive as a result of Durbin 2.0, why would a merchant go through the trouble of enrolling customers in an ACH product?" Ablowitz said.
The pricing issue is what sunk Tempo Payments, formerly Debitman, two years ago. The company said the Durbin amendment made its business model unsustainable, because it relied on a certain level of debit interchange.
But the unpredictable regulatory landscape does not hide the fact that a merchant can develop a large following by making meaningful offers to customers who use decoupled debit and mobile accounts.
Peter Guidi, VP-sales for National Payment Card, a Coconut Creek, Fla.-based decoupled debit program provider, said ACH payments represent the key step for merchants getting into mobile because of lower costs.
"Mobile payments are here today through these programs," Guidi told merchants at the Ramp conference last month in Chicago. "Your customers are mobile, so are you?" he asked.
The return on investment with ACH is that credit card transactions through a mobile wallet would generate higher rates as card-not-present fees, Guidi said. National Payment Card provides mobile technology called MPay that merchants can brand for their own services.
PayPal has had great success with online payments through ACH enrollment, while Starbucks hit the mobile jackpot with a prepaid option, as both systems charge low interchange for the merchant, according to Ablowitz.
"Lots of companies are exploring decoupled debit, ACH and prepaid," said Ablowitz. "But we haven't seen one completely take off yet on a wide scale, but that is part and parcel with mobile payments right now."