The popular opinion seems to indicate this has to do with payments using your mobile phone. While this is true it is only part of the story. Gift cards can be enabled in a wallet. Boarding passes. Tickets to events. More. The focus of many efforts to date, in the mobile wallet space, has been on payments. But that doesn't seem to really be the best area of focus.
Mobile coupons, or mCoupons, and loyalty are the key.
This article on Mobile Commerce Daily provides some incite in to the current state of affair in this area:
http://www.mobilecommercedaily.com/retailers-lag-on-coupon-loyalty-opportunities-with-mobile-wallets-report
That entry references a study by Vibes:
http://www.vibes.com/
Here is a snippet:
Although mobile wallets do present a big opportunity for retailers, only 19 percent of consumers surveyed said they have noticed a retailer implementing offers and loyalty programs using the technology, according to a new report from Vibes today.
Food for thought.
Happy reading,
J.W. Gant
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