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Why the UAE’s cashless push hinges on mobile payments growth - Finance Middle East

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Trust is earned

Trust is the foundation of any financial service, yet in the digital domain, it is never guaranteed or permanent. It must be
reaffirmed through every interaction, every feature, and every transaction. According to a recent survey, over 40% of users
uninstall mobile apps after only a few uses. The margin for error is very slim. In a digital environment where convenience is
taken for granted, security becomes the true differentiator.

Cybersecurity, therefore, is not merely a technical function; it is a visible and public commitment to integrity. In synergies
with the Central Bank of the UAE’s heightened focus on consumer protection, mobile money solutions are expected to
integrate robust security measures throughout every stage of the user journey. Biometric authentication, end-to-end
encryption, intelligent fraud detection systems, and real-time alerts are no longer optional add-ons; they are fundamental
expectations in an environment where trust is both the entry point and the end goal.

Emotional equity is the real currency

While digital platforms often excel at automation and efficiency, emotional connection remains one of the most enduring
forms of equity in building loyalty. In the UAE, where millions rely on mobile wallets to manage cross-border transfers, settle
bills, and navigate daily finances, every transaction often carries more than monetary value. A swift payment might reflect
support for loved ones abroad, mark a personal saving goal, or enable an urgent response in times of need.

These emotionally charged moments create lasting resonance, something no discount or limited-time promotion can
replicate. They form the foundation of trust and long-term user engagement. This is why mobile financial platforms must go
beyond functionality and embrace a human-centred design. Every interaction, message, and visual cue should reflect

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