MasterCard’s new Selfie Pay app, now being rolled out commercially, came out of an idea to improve the experience of shopping online. Passwords are a pain to remember and a chore to enter on screen, especially mobiles. MasterCard wanted to makeover online shopping by demonstrating the value of biometrics. Many of the alternative solutions using new technologies being tested – such as thumb print and facial recognition – are in their infancy, however. As a result, when it comes to the safety and ease of use many consumers, merchants and issuers are unconvinced. The solution lay in linking the technology to a trend everyone understands: the selfie. Determined to frame biometric technology in a warmer, more familiar context, MasterCard developed the world’s first Selfie Pay app. Press were invited to a surprise launch in Amsterdam triggering a global conversation. A pilot in the US then followed enabling participants to use their smartphone app to make payments authenticated by facial recognition or fingerprint biometrics. By next year, MasterCard’s Selfie Pay app will be available globally.