Internet giant Google has confirmed plans to shift its payment services and tools to a new brand called "Google Pay", in a move hinting at a more direct assault on the electronics payment sector, and Apple Pay in particular.
Pali Bhat, vice president of product management, payments, at Google, said that the functionalities of Google's various different payment services won't change. Instead, the services will be rebranded under a single moniker.
Bhat explained that the company has already redesigned its payment solutions website and that this will soon extend to the apps as well. Bhat added that Google Pay will cover web payments, NFC payments on mobile devices and peer-to-peer transfers.
Tech companies, such as Apple and Samsung, have already launched widely used payment services, and Google is looking to better take them on with a more consolidated offering.
Currently, Android Pay is the firm's main payment service, via mobile devices. However, the Google wants to distance itself from the notion that it only maintains a significant financial service for Android devices.
Although Google didn't announce a timeline for when expects to complete this organisational and marketing shift, it's likely that Android Pay and Google Wallet will very soon be integrated into one app.
More than anything, the company wants to make the payments process easier for users. In future, Google account holders won't have to choose between separate payment apps - there will be one Google Pay offering.
In a blog posting, Bhat was naturally keen to share how "excited" he was by the move.
"With Google Pay, it'll be easier for you to use the payment information saved to your Google Account, so you can speed through checkout with peace of mind," explained Bhat.
"Over the coming weeks, you'll see Google Pay online, in store, and across Google products, as well as when you're paying friends."
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