The mobile customer journey, seen by MobileROI

For mobile marketer MobileROI, Apple Pay is the missing link

“We’re the first mobile marketing automation platform to integrate Apple Pay, with a full view online and in-store, with beacons, of the customer journey,” CEO and cofounder Puneet Mehta. He added that his company’s platform enables “any sensor integration,” whether beacons, RFID, or others.

NFC

NFC’s ongoing user interface problem: some readers don’t work

I haven’t had a lot of kind words for NFC, the mobile payments mechanism that some have touted as the Next Big Thing in payments. I’ve knocked it for being a kludgy experience that doesn’t deliver any meaningful consumer value over swiping a credit card. But NFC has another big problem: Even when you think it might work, it doesn’t.

The trouble with NFC: it needs cooperation to succeed

Gartner recently reported that more than 200 million near field communication (NFC) enabled handsets will enter the marketplace by the end of 2012. While this is encouraging news for the evolution of contactless payments and the mobile wallet, it’s only one piece of the puzzle.

Getting NFC to the mass market isn’t a question of “if,” but “when” and “with whom”

Near field communication (NFC) — the technology that lets people pay for items in stores by swiping their mobile phone over a reader — was standardized almost eight years ago. So why is it that it’s still only being used experimentally in the U.S.? Quite simply, this technology has been the victim of the classic chicken and egg problem. People who buy an NFC-enabled device, such as Google’s Nexus S phone can “initiate”, but unless there’s a target that can “receive”, they’re just carrying cool technology with limited to no utility…