Or it could have the opposite effect. The social network wants to see what happens when mobile users choose whose posts they want to ...
EBay Inc.’s PayPal division’s new branding campaign features a mobile-friendly logo and a ‘people-centric’ tone.
In its first branding campaign since 2007, eBay Inc.’s PayPal division introduced a new logo—designed with its increasing base of mobile users in mind—as well as a marketing campaign that includes the company’s first-ever TV ads in the United States, United Kingdom, Germany and Australia this summer. The campaign also includes marketing in print and online channels.
The subtle design change—it features a slightly different font, brighter blues and overlapping letter P’s—mirrors a broader shift in PayPal’s business, the company says.
“The original logo was really designed for the online world and now we’re really available everywhere,” David Marcus, PayPal’s president says in a video. “The logo and the identity needed a new face.”
Consumers can use PayPal online, on mobile devices and in stores. Consumers with a PayPal account can pay with the PayPal app, by entering their phone number or by using a PayPal payment card Among the retailers accepting PayPal payments are Office Depot Inc., No. 9 in the 2014 Top 500 Guide, and Toy ‘R’ Us Inc. Corp., No. 43. PayPal added 6 million new users in the first quarter, bringing its user base up to 148 million as of the end of March. In 2013, PayPal processed 3 billion transactions worth $54 billion.
Mobile has been an increasingly important segment of PayPal’s business. PayPal last year processed about $27 billion in mobile payments—up 575% from 2011. Year over year from 2012 to 2013, mobile payments increased 92.9%. During that same period, total payments increased 24.0%. PayPal says the value of its mobile payments is 36 times greater than they were in 2010.
PayPal’s new campaign focuses on payment security. In a climate where the Pew Research Center says almost one in five U.S. adults report they’ve had personal data—such as their credit or debit card numbers—stolen as a result of their online activities, a safe payment method is in demand, PayPal says.