bigdog
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The Age reported today
Afterpay rival forces name change in UK
Buy now, pay later platform Afterpay was forced to adopt a different brand in the UK after a rival European company secured rights to use the Afterpay name in the critical market.
The European incumbent is an Amsterdam-based company owned by Arvato – the financial services arm of German conglomerate Bertelsmann.
Arvato successfully opposed Afterpay Australia’s attempt to trademark its name in the UK in June last year.
Arvato’s Afterpay offers a postpay service where online shoppers can delay payment until after they receive the goods they have purchased . Arvato’s Afterpay funds the transaction until the customer pays.
‘‘ With Afterpay you only pay for what you keep. Therefore: you pay afterwards!’’ says the company website.
Afterpay Touch, in comparison, offers a payment by instalment process over three weeks, and it also funds the transaction until its customers complete the payment.
Arvato’s Afterpay said it was the most popular post-payment service in its home base of the Netherlands , with 4 million users on its platform.
More than 70 million online purchases were made in the Netherlands last year with spending totalling €7.2 billion ($11.5 billion). Afterpay accounted for 15 per cent of these transactions.
Arvato Afterpay was approached for comment about its expansion plans. The company has held rights to the Afterpay name in the UK since February 2011.
The UK market offers a significant growth opportunity for the Australian company after its launch into the US about eight months ago. The UK market is worth $720 billion, with $130 billion of this online, the company said.
By comparison, the Australian market is $320 billion with online worth just $30 billion, and it has rivals such as Zip, Splitit and Flexigroup .
Afterpay executive director David Hancock hinted there were problems with the name last week after confirming the company will use the name it acquired with a UK business, Clearpay, for its ‘‘ imminent’ ’ launch.
‘‘ One of the reasons why we’ve done that is that there’s a number of issues that we need to deal with and the quickest way for us to get into market was to actually use the Clearpay name ... ”
Afterpay later told the Sydney Morning Herald and The Age that its logo will provide the brand consistency across its growing operations .
Harry Dudley, an investment analyst with Afterpay investor Watermark Funds Management, said: ‘‘ I don’t think the name will really present an issue.’’
‘‘ It’s the platform itself; it’s the simplicity of the product,’’ he said.
Afterpay’s share price is predicated on the company replicating its success here in these larger overseas markets.
911
Afterpay rival forces name change in UK
Buy now, pay later platform Afterpay was forced to adopt a different brand in the UK after a rival European company secured rights to use the Afterpay name in the critical market.
The European incumbent is an Amsterdam-based company owned by Arvato – the financial services arm of German conglomerate Bertelsmann.
Arvato successfully opposed Afterpay Australia’s attempt to trademark its name in the UK in June last year.
Arvato’s Afterpay offers a postpay service where online shoppers can delay payment until after they receive the goods they have purchased . Arvato’s Afterpay funds the transaction until the customer pays.
‘‘ With Afterpay you only pay for what you keep. Therefore: you pay afterwards!’’ says the company website.
Afterpay Touch, in comparison, offers a payment by instalment process over three weeks, and it also funds the transaction until its customers complete the payment.
Arvato’s Afterpay said it was the most popular post-payment service in its home base of the Netherlands , with 4 million users on its platform.
More than 70 million online purchases were made in the Netherlands last year with spending totalling €7.2 billion ($11.5 billion). Afterpay accounted for 15 per cent of these transactions.
Arvato Afterpay was approached for comment about its expansion plans. The company has held rights to the Afterpay name in the UK since February 2011.
The UK market offers a significant growth opportunity for the Australian company after its launch into the US about eight months ago. The UK market is worth $720 billion, with $130 billion of this online, the company said.
By comparison, the Australian market is $320 billion with online worth just $30 billion, and it has rivals such as Zip, Splitit and Flexigroup .
Afterpay executive director David Hancock hinted there were problems with the name last week after confirming the company will use the name it acquired with a UK business, Clearpay, for its ‘‘ imminent’ ’ launch.
‘‘ One of the reasons why we’ve done that is that there’s a number of issues that we need to deal with and the quickest way for us to get into market was to actually use the Clearpay name ... ”
Afterpay later told the Sydney Morning Herald and The Age that its logo will provide the brand consistency across its growing operations .
Harry Dudley, an investment analyst with Afterpay investor Watermark Funds Management, said: ‘‘ I don’t think the name will really present an issue.’’
‘‘ It’s the platform itself; it’s the simplicity of the product,’’ he said.
Afterpay’s share price is predicated on the company replicating its success here in these larger overseas markets.
911