OmnyPay, which bills itsself as a retail-friendly mobile payment platform, this past week announced what it calls the first integrated mobile loyalty, rewards and payment system designed specifically for retailers.

OmnyPay said in a press release that it enters the mobile payments market with major competitive advantages: a clear focus on a long-standing retailer problem; a proven management team; and a first-of-its-kind product to solve the "last inch" of the mobile payments process.

"This is a game-changer for retailers that goes way beyond anything currently on the market," Ashok Narasimhan, co-founder and CEO of OmnyPay, said in a statement. "Not only does OmnyPay's solution allow seamless integration of all things related to loyalty, rewards, and promotions, it also works across all iOS and Android devices, and across all shopping channels. This means that retailers can actually provide a uniform experience to the critical mass of shoppers, some 95 percent, whether they purchase in a store, in-app or using e-commerce. With OmnyPay, shoppers can expect a fast and simple checkout, yielding maximum discounts and savings."

OmnyPay senior executives and founders hail from VeriFone, Wipro, ViVOtech and Runa, according to the announcement. 

The key features for OmnyPay include:

• integrated payment and loyalty platform;
• omnichannel functionality across Web, app and physical stores;
• device support covering 95 percent of shoppers;
• multiple payment options; and
• private label offering.