Noca Targets Transaction Fees with New Online Payment System

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If you sell anything online, whether physical goods or services, you’re probably keenly aware of the 2-3% (plus $0.30) lost through transactional fees every time someone makes a purchase with their credit card. This fee rears its ugly head whether you use PayPal, Google Checkout, or Amazon Flexible Payment Service since those companies are largely just passing on the fees imposed on them by credit card companies.

Noca, a startup founded by ex-Visa employees, is attempting to virtually eliminate transaction fees by bypassing the credit card companies altogether with its own online payment service. Since $5 billion goes towards online transaction fees every year in the United States alone, and since online vendors have particularly slim profit margins, the company thinks that the near elimination of transaction fees would be a huge boon for online vendors. Concurrently, Noca seeks to provide consumers with a more rewarding and more secure purchasing experience, thereby making its service appealing to both actors involved in a transaction.

While Noca aims to eventually facilitate online payments for purchases of all sizes, it begins with a focus on micro-payments, and on micro-payments made through Facebook in particular. It has launched two Facebook applications to test its payments system out: OneClick Pay and HelpYourWorld.

The former provides a simple way to send money to friends. As you can see in the screenshot to the left, the idea is to send someone a digital check; you actually enter your routing and account numbers into the application instead of using a credit card. This poses a significant obstacle to adoption (who remembers these numbers or carries around a check in their pocket?). But the company insists that using checking information rather than credit card information increases security and reduces the chances of identity theft. Plus, Noca is working to provide functionality that would allow you to enter your online banking credentials in lieu of your checking information.

The latter Facebook application, HelpYourWorld, provides a good use case for Noca’s micro-payment system. Since the application solicits $1-at-a-time donations for a series of causes, it benefits greatly from Noca’s lack of transaction fees (especially the standard fixed one of $0.30). Noca hopes that many other Facebook applications with similar micro-payment needs will use its APIs to implement its payment service.

As for the benefits to the consumer, Noca promises to provide strong and flexible incentives through cash back schemes, frequent flier miles, and the ability to designate a part of your payment to a charity of choice. The company also insists that its service will be substantially easier to use than others like PayPal, and that consumers will gain access to a much more comprehensive transaction history than they would get elsewhere.

In the longer term, Noca will become much more like a credit card company itself, providing credit to users through direct partnerships with banks. In doing so, it will be able to provide users with the same benefits of buying things on credit without charging vendors standard transaction fees, which it considers mostly oligopolistic fat. To make money, Noca will also attempt to leverage its user data to target them with tailored advertising and product deals.

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