Credit card payment devices have been with us for years. Miura Systems, a new breed of mobile payment service provider, asked us to help them launch into this ‘old’ market. It begged the question as to how, if at all, a new start-up with a new product, could close the competitive gap.
As a new breed of mobile payment service provider, we would need to hyper-align to the tone of voice of our target market and position Miura as the only vendor they could trust in mPOS.
With an extremely limited budget and huge importance being placed on this launch to market, we developed a David vs Goliath strategy. We launched the brand with a tone of voice normally associated with consumer electronics to look like the market, not the competition.
85% market share of this new product category. Counting PayPal, WorldPay, iZettle, Payleven, and SumUp amongst its growing customer base.