Why pay phones matter
This has been a big week for mobile electronic payment “wallets” and interest is growing in the marketing opportunity of these apps that get used when the user is in buying mode. Forrester's Thomas Husson explained the premise that marketers will “be required to 'borrow' mobile moments from platforms with huge engagement” and that these wallets, with support for coupons and loyalty programs, will be an essential platform for both offline and online marketing.
Last Friday the mobile marketing company Vibes announced the release of WalletAds which will integrate with Apple Pay and Google Wallet. Adotas wrote about the ability of Vibes to streamline the user process of coupons and special offers while making sure that they are presented to the user at the time of an online or offline purchase.
As usual, the tech situation on iOS/Apple is straightforward -- Apple Pay was announced last September and is gaining wide acceptance by iPhone 6 users. The Android side, of course, reads like a classic Russian novel. This week Google Wallet gained distribution on AT&T, Verizon Wireless and T-Mobile by purchasing the assets of Softcard, the carrier's payment joint venture with luck that had only marginally improved since it was forced to change its name from ISIS. Google also seems to be re engineering payments from the ground up with Android Pay, which can be integrated into 3rd party apps. Hardware manufacturer Samsung, just last Wednesday,acquired LoopPay; major retailers Walmart and CVS are trying to keep everyone else out of their customer's pockets by building the Merchant Customer Exchange.