360DigitalInfluence

Ogilvy Public Relations Worldwide

Your mobile phone probably hasn’t replaced your wallet yet, but it could in the next few years. Several retailers have tested or implemented in-store mobile payment systems, including Starbucks, which launched its mobile payment program at stores nationwide in January 2011. Using the Starbucks Card Mobile App, customers can pay for purchases with their BlackBerry, iPhone, or iPod Touch by scanning the on-screen barcode at the point of sale.

Starbucks Card Mobile App

Beyond mobile applications, advancements in near field communication (NFC)—the wireless technology that connects devices over a short range of a few centimeters—will drive adoption of in-store mobile payment systems.

NFC isn’t new, but it has recently created a lot of buzz stateside and companies are getting behind it. The NFC Forum recently welcomed 32 new members, including Google. Among the industry association’s highest level of members are Microsoft, Visa, MasterCard, Nokia, Samsung, and Sony.

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Facebook often has the luxury of refining ideas that have been around a while and that is what I predict for payments over Facebook. People are already comfortable with entering their credit card info on websites so payments on Facebook won’t seem like a huge leap; here I will review a few of the most recent trends in currency and the opportunities for brands.

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If I’m reading the signs correctly Facebook is preparing an major applications push, trying to make them more attractive to developers with monetization and promotion: will it work?

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