BAKU, Azerbaijan, August 8. The launch of Apple Pay in Tajikistan marks another stage in the development of the country’s digital payment infrastructure, making cashless transactions convenient, secure and seamless for users, Alif Bank Chairwoman Gulanor Atobek said in an exclusive comment to Trend.
According to the bank’s head, the introduction of international digital payment services does not immediately change user habits, but creates conditions for further growth in the adoption of cashless payment tools. "The launch of Apple Pay is an important milestone in the development of the country’s digital payment infrastructure. It does not change people’s habits overnight, but it makes cashless payments even more convenient, secure and natural in everyday life," Gulanor said.
She noted that international experience shows that the emergence of simple and convenient smartphone- and smartwatch-based payment methods can become one of the drivers of cashless payment growth. When the payment process takes only a few seconds, users increasingly choose digital tools over traditional payment methods. "For Alif Bank, the launch of Apple Pay is primarily an opportunity to provide our customers with the level of service that has already become a global standard. We expect further growth in the use of cashless payments, but we believe that the most important factor is not the figure itself, but the change in user behavior," the bank’s chairwoman said.
According to her, the development of digital payments is linked not only to the introduction of new technologies, but also to the creation of a comprehensive financial ecosystem where users have fast, reliable and secure access to modern services.
Commenting on the possibility of expanding loyalty programs and partnerships with retail chains to encourage contactless payments, Gulanor noted that such tools remain one of the ways to increase the value of banking products for customers. "Developing partnership programs has always been one of the tools for increasing the value of banking products for customers. However, we believe that long-term user interest is formed not only through cashback offers or promotions," she said.
The Alif Bank chairwoman added that modern users expect financial services to provide not only attractive offers, but also convenience, speed, reliability and security. "That is why we pay great attention to developing the entire digital ecosystem around the customer. Of course, we are constantly working to improve our loyalty programs. Apple Pay is no exception, and since August 1, together with international payment systems, we have launched a campaign offering 10% cashback for payments made through Apple Pay at any retail outlets," she noted.
She emphasized that the goal of such initiatives is not only to encourage short-term user activity, but also to create solutions that become part of everyday financial behavior.
Speaking about the impact of integrating international payment services on the development of Tajikistan’s digital economy, the Alif Bank chairwoman stressed that such projects are important not only from a technological perspective. "Integration of international payment services is important not only as the introduction of new technology. It demonstrates that the country’s financial infrastructure is developing in line with international standards," she said.
According to Gulanor, users’ access to familiar global digital services contributes to growing confidence in modern financial instruments and the gradual reduction of cash usage. "But it is important to understand that trust is built not only on technology. It is formed through a combination of several factors: reliable infrastructure, a high level of security, understandable digital services, financial literacy among the population, and joint efforts of banks, regulators and technology companies," she emphasized.
Earlier it was reported that Apple Pay was launched in Tajikistan on July 28 at IT Park Dushanbe at the initiative of the Agency of Innovation and Digital Technologies under the President of Tajikistan, in cooperation with the National Bank of Tajikistan.
Representatives of Apple Inc., government agencies, the banking sector, international payment systems and technology companies took part in the launch ceremony. As part of the event, the first official Apple Pay transaction in the country was carried out at the Yovar supermarket chain, which became the first retail outlet in Tajikistan to accept the service.
At the initial stage, the service is available to customers of Alif Bank and Humo Bank. Users of these banks can add eligible payment cards to Apple Wallet and make secure contactless payments using iPhone, Apple Watch and other compatible Apple devices.
According to the Agency of Innovation and Digital Technologies under the President of Tajikistan, the launch of Apple Pay represents an important step in implementing the country’s digitalization policy and creates conditions for further development of cashless payments, digital financial services and Tajikistan’s integration into the global digital ecosystem.
