Prepaid provider Blackhawk Network Inc. and mobile money network Monitise PLC have announced an agreement to enable mobile gift card purchasing as well as the intention to expand their relationship into additional markets. Through the partnership, prepaid gift cards from Blackhawk Network's GiftCardMall will be available to consumers for purchase from participating financial institutions' mobile wallets, all powered by Monitise.

The new partnership is intended to integrate Blackhawk's network into Monitise's mobile banking ecosystem, the companies said. The purpose is to make it easier for consumers to purchase Blackhawk gift cards from popular retail brands via mobile, they said.

Easier access to gift cards while on the go will make these purchases more convenient, build loyalty with FIs and open the door to more innovative mobile offerings, the partners said.

"We believe that consumer demand for gift cards is increasing around the world and with it the expectation that access to mobile offerings will allow consumers to make purchases whenever they want," said Tim Attinger, group vice president of strategy and innovation at Blackhawk Network, in a statement.

Attinger added that working with Monitise helps bank partners bring great retail brands and consumers together with new revenue opportunities and marketing applications.

"We are also excited about the overlap between certain of Blackhawk's global content and Monitise's international footprint and aspirations," Attinger said.

Frank D'Angelo, president of Monitise Americas, said the growing demand for m-commerce makes it important for FIs to increase consumer engagement via mobile devices. "This is why we have been so focused on enhancing our platform technology and partner network globally so consumers can bank anywhere, pay anyone and buy anything," D'Angelo said.

Blackhawk, based in Pleasanton, Calif., offers gift cards and other prepaid products and payment services in the U.S. and 18 other countries.

Monitise is headquarted in London and provides banks, payments companies, retailers and mobile networks a platform that connects more than 20 million consumers to mobile money services.

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