5 for 5: The most-read mobile payments stories from November
November's most popular stories on Mobile Payments Today were wide ranging, from a key development regarding NFC to the world's largest restaurant company deploying a mobile wallet and a Canadian telco getting into the banking business.
In reverse order, here are the top five most-read articles from November:
5. "Three reasons why software is king in the realm of mobile commerce"– In this commentary, Michael Stevens, executive vice president of marketing and innovation, Spindle Inc., asserts that while hardware is important and tends to draw more attention from the mainstream press, it's actually software that makes mobile devices intelligent, robust and relevant to users – which is especially key when discussing smartphones and mobile commerce.
4. "MMA head: Look beyond mobile wallet's transaction function" – Leading a session titled "Combat Showrooming with Personalization" at the Customer Engagement Technology World conference in New York, Mobile Marketing Association Chairman Jack Philbin talked about showrooming and mobile payments. Showrooming is here to stay, he said, but on the bright side, a recent Vibes survey showed a drastic increase in shoppers making in-store purchases after using their smartphones. That suggests retailers can leverage showrooming to their advantage. And while mobile wallet marketing may be the most important area of investment for retailers now, Philbin said, there's a tendency to focus too much on the transaction function and not enough on the benefits such as loyalty, offers and location-aware alerts.
3. "When Subway opens a mobile wallet, other restaurants are sure to follow" – This story looked at Subway's planned deployment of a white-label mobile wallet solution from Paydiant and whether it will prompt other restaurant companies to follow suit. Paydiant co-founder Chris Gardener stopped short of predicting mobile wallets will achieve critical mass in the QSR space anytime soon, but he believes the move was a "market-signaling event," and that by this time next year, the big players such as Subway, Taco Bell, Burger King and McDonalds will have a better developed mobile strategies.
2. "When a telco turns to banking" – Rogers Communications, Canada's largest telco, is also the country's first telco to get into the banking business. Rogers will launch a credit card next year — both a plastic version and a mobile version that will be stored on Rogers smartphones — which is seen as a move to offer subscribers another product and eventually as a way to attract new subscribers. One analyst described the move as the most disruptive event to hit the Canadian banking industry since the introduction of debit cards in 1990.
1. "What Android's KitKat means for NFC"– Android's latest operating system enables support for host card emulation, which may invite more third-party developers to build on an open NFC stack and which may also decrease the fragmentation of NFC payment apps. Author Cherian Abraham, the mobile commerce and payments lead for Experian Global Consulting, notes that the media have focused widely on the move being an end run around carriers who were trying to protect their own mobile wallet (Isis), but have missed the upside for parties who were previously disincentivized to consider NFC.
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