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.