Norwegian firm Vipps MobilePay has made history by launching the first alternative to Apple Pay for iPhone users. This breakthrough comes after the European Union’s Digital Markets Act mandated Apple to open its NFC technology to competitors.
The “Tap with Vipps” service allows users to make seamless payments using any card terminal that accepts BankAxept, Norway’s national payment system. Moreover, Vipps plans to add support for MasterCard and Visa by summer 2025, which will enhance its versatility further.
Years of Advocacy Pay Off
Rune Garborg, CEO of Vipps MobilePay, expressed excitement over this milestone. “We have fought for years to compete on equal footing with Apple,” he said. Because of these efforts, Vipps can now offer a competitive alternative to Apple Pay on iPhone, marking a significant achievement.
The real challenge now lies in persuading users to switch from Apple Pay to Vipps. However, Garborg believes many users will find the option appealing. By consolidating their payment needs into one app, users can reduce their reliance on physical cards and streamline their experience.
EU Regulation Drives Change
The EU’s Digital Markets Act has been instrumental in bringing alternatives like Vipps to market. Since this legislation requires tech giants to open proprietary technologies, like Apple’s NFC, competitors now have a chance to thrive.
Additionally, Apple has started offering APIs for third-party digital wallets and banking apps, which fosters innovation and increases consumer choice. Because of these regulatory changes, other firms across the EU are also developing similar alternatives, making the digital payment space more dynamic.
What’s Next for Vipps?
With Vipps MobilePay setting a precedent, more companies are expected to follow suit. Although the service is currently exclusive to Norway, its success could pave the way for wider adoption across Europe.
As competition in the digital payment space intensifies, Apple and Vipps are set for a showdown in the Norwegian market. While some users may remain loyal to Apple Pay, others might embrace Vipps for its convenience and local integration. For now, Norway has emerged as a leader, offering iPhone users more freedom in digital payments.
