Yoyo Wallet, a technology start-up headquartered in London, United Kingdom, developed a mobile application for smartphones to facilitate in-store payments and loyalty data collection. Inspired by the success of Starbucks’ loyalty-integrated mobile application, Yoyo Wallet strove to become the ultimate tool for retailers in enhancing customer experience. The company planned to enter the mobile payment industry in the United States; however, Yoyo had to compete with existing wallets (like Apple Pay, Samsung Pay, and Android Pay), navigate through the uncertainty of the industry’s future, and adapt their strategy to the competitive environment in the United States.
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