The aspect that interests me which the article does not cover is that mobile payments can revolutionize this market servicing consumers who are badly in need of financial help. Traditional players keep interest charges high banking on the consumer's immediate need for cash and inability to compare alternative offers. Many new entrants try to bring down interest rates.
However, as the article explains, price is only one dimension in this market. Mobile payments can not only help bring down pricing by making more bids available to the consumer, they can also improve friendliness and convenience - other factors that drive consumers of payday lending to the traditional players. Fear of rejection is the only aspect that mobile payments cannot do much about; the onus is on the consumer to build their reputation by repaying the loans on time and building a good reputation and track record to bring down the cost of financing.