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Of course, some aren’t so bullish on NFC, notably eBay (who owns PayPal) CEO John Donohoe, who in a recent earnings call said merchants refer NFC “not for commerce.” And odd statement considering PayPal just dipped its toes in the NFC pool with support for Android.

Gajda tells is, “I think for some people NFC will replace the actual physical credit card but it will be a long time before NFC replaces all payments.” He believes that we are going to start seeing more traction by end of this year but says the capability of “taking credit cards and putting them on mobile phones will represent the long tail” in payments. But he adds, “the pieces are in place for NFC to take off.”

The second part of the Visa’s mobile strategy involves the digital wallet and the mobile web. Gajda says that as e-commerce ramps up on mobile phones, there is a need for one-click, simple username and password checkout experience in a transaction being made on a mobile device. That’s an area where PayPal has been working hard to dominate in but Visa sees room for other players. Should we expect a PayPal-like, one-click mobile payments technology coming from Visa soon? Perhaps, the company hasn’t been afraid to enter PayPal’s territory in the past, launching a peer to peer payments service earlier this year.

Gajda tells us that the biggest challenge of mobile payments in the current market the massive amount of fragmentation in the mobile industry. He explains that with all of the various mobile operating systems, specific manufactured phones, applications and more, keeping up with pace of innovation on the development side is a major challenge for Visa.

Visa actually tested a partnership with retailer The Gap earlier this year which alerted customers via SMS of discounts in stores near them. Gajda tells us Visa is working with a number of other retailers and banks on similar deals which will be announced soon.

Gajda says there are a number of other factors at play in the mobile payments place that need to be highlighted when talking about mobile payments. International is a huge growth area in mobile payments. He tells is that outside the U.S., there are a large number of people who have mobile phones but don’t have banking relationship or credit card. In fact, he says there are 2 billion people in world that have phone, but don’t have a bank account or credit card.

In these markets, Visa’s goal is to bring prepaid accounts, purchasing power and other financial services to basic phones. These could include topping up a mobile phone with airtime, buying transit tickets, peer to peer payments. And this goal was the mean reason behind the purchase of behind the $110 million purchase of Fundamo. The company’s platform delivers mobile financial services to unbanked and under-banked consumers around the world, including person-to-person payments, airtime top-up, bill payment and branchless banking services.

MOBILE Gajda explains that there are three prongs to Visa’s mobile payments strategy. One of these is NFC, and focuses on payments using a mobile phone at a physical store. For background, NFC (near field communications) enables people to make transactions, exchange digital content and connect electronic devices with a simple touch. As we’ve seen with Google Wallet, Android phones such as the Nexus S are being built with NFC chips, making your cell phone a mobile wallet. Visa recently joined the ISIS network, a NFC mobile payment network that is a joint venture formed by AT&T, T-Mobile and Verizon. ISIS will soon launch in a number of markets, including Utah and Texas.

Connecting with the small business world that don’t yet use credit cards or are new to the system is another area where Visa feels there is strong potential, especially with mobile payments. That’s why the company invested in disruptive mobile payments company Square and took an advisory role in the company. Gajda says that the power of Square is that it is enabling small businesses and independent workers such as doctors, designer and other merchants to start using credit cards and grow their businesses. It would make sense for Square and Visa would somehow work to harness the power of their partnership (As of April roughly two-thirds of transactions using Square’s payments service were through Visa credit cards.), but it’s unclear what the two companies will reveal any new co-produced products soon.

Schulz explains that the idea behind the wallet is that consumers want control over their wallet and want to have payment information and access available to them at all times. She believes that the digital wallet will click to buy incorporated on retailers’ sites is essential to the future of e-commerce in both the U.S. and emerging markets.

DIGITAL Visa’s digital payments guru Schulz outlined her strategy for digital payments at the company, which centralizes around the creation of the digital wallet. Schulz says that because of the fact that e-commerce is being more easy and convenient with customers, especially with m-commerce, the underlying payments infrastructure has to evolve.

And Visa’s answer to this is a new digital wallet initiative. Here’s how it works. Users will have an account, and they can add their credit card numbers (and cards from other credit card companies such as American Express and Mastercard). Visa is partnering with a number of financial institutions to offer this product to their customers.

Users can also load their loyalty points and rewards cards, as well as organize their shopping lists. Schulz describes it as a “wallet in the cloud.” But she says the key to the success of the wallet is a seamless, one-click payments experience for the consumers. So Visa has partnered with a number of large-scale retailers (which will be announced soon) to integrate what Schulz refers to as a ‘new acceptance mark’ on a merchant payments page.

So there will be a button you can click on, which will prompt you to sign-on and then will sync your digital wallet with the purchase in your shopping cart. So for example, imagine you had a camera in your cart, and Visa offered a 20 percent off at camera’s purchased at BestBuy, the wallet would sync and show the discount in your cart. The same works for loyalty points and more.

Visa competitor American Express is also working hard to innovate both at the large retailer level, as well as among smaller retailers, with GoSocial.

She compares the digital wallet offering to “two-hand clapping.” ” You can have a digital wallet,” Schulz explains, “but you need a merchant solution of click to buy, and Visa’s going to transform that experience.” And Schulz highlights another recent acquisition, Playspan, has helping drive a simplified commerce experience, a.k.a. click to buy, within game or within app.

Of course adding another checkout experience to online retailers’ sites can be a complicated and time-consuming process. But that’s where Visa’s $2 billion acquisition of CyberSource comes in. CyberSource is said to process about 25 percent of all e-commerce dollars transacted in the United States, and operates e-commerce for hundreds of thousands of retailers. Schulz says this relationship has helped speed up the pace of implementation.

Creating the digital wallet, both on the mobile and web platforms, is no easy task. Visa has a name for itself in the credit card industry but the fact is that the brand still has to attach innovation to itself in order for people to take these products seriously. Perhaps that’s one of the reasons why Google’s Mobile Wallet news created waves, even though NFC technology is in its early stages.

But he says that there is still so much room for innovation around how we pay with mobile phones. “With the rise of smartphone usage, we are already seeing a lot of innovation around commerce,” he explains. “It’s inevitable that this will extend to the payments around the sales in mobile commerce.”

While Visa, American Express and others are looking to capitalize on the changes taking place in the payments industry, it is a challenging effort. Local commerce is a big part of this, and everyone is trying to find a way to close the redemption loop. But e-commerce, amongst larger retailers, is also a multi-billion dollar market that Visa hopes to continue to play in with products like a digital wallet. And in-store payments, whether that be through NFC, Square or others, represent another market.

I’ve been talking to a number of executives of payments companies and founders of innovative payments startups, and while their objectives are different, they all seem to agree on one thing. It’s early and there is still much more innovation were going to see in the next few years in the online and mobile payments space.

In 2010, Nordic Choice Hotels was first to try mobile NFC key technology in hotels: It was an important learning experience that helped identifying needed improvements and changes

“When Nordic Choice Hotels conducted an NFC key pilot in 2010 at our Clarion Hotel Stockholm property we learned that mobile keys are the future for hospitality. We also learned of some limitations to the technology and it was decided not to expand the trial,” said Svein Krakk, Nordic Choice Hotels CIO. “Indeed the pilot we ran was very educative and helped us identify several areas that needed to be improved in order to make NFC viable within a hospitality environment.

“The No. 1 priority for Nordic Choice Hotels is to provide freedom of choice for our guests," Krakk said. "Freedom to choose the phone you prefer, to use any mobile operator, to use mobile keys or ordinary keys independently or in combination. We started looking for alternative technologies addressing some of the shortcomings of the pilot. First the user interface needed to be improved. With the latest generation of NFC phones it is not very easy for the end user to figure out how to position the phone vis à vis the lock reader. We also wanted a solution that bypassed the SWP protocol which is designed to make the solution mobile operator and mobile carrier dependant. The pilot was limited to one mobile operator. More than 1,500 mobile operators / carriers exist around the world and our guests could come from anywhere, so offering a solution that works only with one or a few carriers would be pointless.”

Hotelier’s independency and cost control are key "Equally important, the SWP standard drives the cost and complexity if implementation towards areas that hoteliers do not like," he said. "It implies a long list of fees to pay to the mobile phone carriers and it places our brands and hotels in a state of dependency that is not acceptable. In addition, we felt that using a solution that would make us dependant on one lock vendor only was not a good idea."

A good mobile front desk bypass solution must be guest centric, supported by a strong business case and must be deployable for real "In 2010, we also tested the Mobile Key solution by OpenWays with CAC™ technology," Krakk said. "We appreciated that it was compatible with all cell phones worldwide, that it was easy to use and that it was mobile carrier independent. Equally important, the pilots conducted were great successes both from a technology and a guest satisfaction stand point. As a result, we decided to deploy Mobile Key by OpenWays in several hotels and we are continuing as we speak. "We also decided to challenge OpenWays to think about the next steps and to include NFC as part of their strategy," he added. "Obviously, we wanted an NFC solution that would be free of the identified shortfalls but also would allow us to eventually offer more services to our guests in the years to come. We do realize that it will take years before NFC phones reach any form of critical mass, nevertheless we want to be sure to deploy and invest in the most future-proof platform while our dependency on both mobile carriers and lock vendors would be minimal. As a result, OpenWays proposed to us Mobile Key DUAL© with Pure NFC™. We were immediately seduced with the open architecture of the OpenWays solution. We were thrilled with the idea to offer a DUAL platform allowing us to leverage all mobiles today with the CAC™ technology while building an infrastructure for when NFC will be reaching critical mass. We are now looking forward to go live with several hotels this year."

Mobile Key DUAL© with Pure NFC™ is very unique: The solution is protected by 26 patent filings and patents; It allows OpenWays' customers to deploy globally without having to ever worry about knowing if their guests have the right phone or the right carrier; And, it works with all phones and all carriers. "Pure NFC™ allows adding NFC features while still being fully carrier and lock provider independent," Metivier said. "It is highly secured and operates on trusted networks. It leverages modern cryptology combined with highly secured OTP (One Time Password) principles. Implementation costs are significantly lower than with the sole SWP protocol and significant engineering efforts were invested in making the user interface intuitive. This was achieved with the design of very specific RFID antennas designed to provide high reading performances with the next generation of NFC handsets. Other areas of focus were ergonomics and human factors. With NFC, what appears to be a good idea -- because you simply have to wave your phone to a lock to open it -- can sometime be a very bad idea when you truly analyse user behaviours and expectations."

A solution compatible for both new build and existing hotel locks Like Mobile Key by OpenWays, Mobile Key DUAL© with Pure NFC™ can be applied to existing hotel locks and/or major renovations. New locks that are factory made with the OpenWays module built in can be provided by the major electronic lock vendors.

A solution that works with ALL cell phones and ALL Smartphones With Mobile Key by OpenWays, all smartphones can receive an app and leverage any data network (2G, 3G, 4G and even the hotel WiFi network) to use Mobile Key. The same is true for hotel staff who use our “Mobile key for Master Keys” that offers much more security (real time master key management) and flexibility than traditional plastic cards.

A “green” solution that contributes to reduced waste Mobile Key is green. The more guests use their mobile phones as room keys, the less plastic key cards will end up spoiling the environment. Today everyone is concerned about the planet, and hoteliers want to allow their guests to contribute to waste reduction programs. Because Mobile Key by OpenWays is only made with data, it is the cleanest room key a hotelier can offer. "With Mobile Key DUAL© with Pure NFC™, we are making a giant step forward and confirming our global leadership in key management via Mobile phone," Metivier said. "Mobile Key DUAL© with Pure NFC™ is a solution that is going to be 'new for long time' and will be also applied to many other market segments outside the hospitality industry, such as residential, commercial buildings, university campuses, and more. "We would like to thank our partners Nordic Choice Hotels, Nokia, NXP, KABA SAFLOK and Ariane systems that are making these first 2012 deployments possible," he said.

About OpenWays | OpenWays is a global solution provider of mobile-based access-management and security solutions. With offices in Chicago, Las Vegas, Seoul and in Europe, OpenWays provides technology solutions allowing for the secure issuance and delivery of access rights and keys process via any cell phone operating on any network. The OpenWays solution is truly unique as it is built on the concept of credential dematerialization. The OpenWays mobile room key solution works on ALL the 6 billion cell phones in service in the world today. For more information, please contact Barb Worcester at +1 440 930-5770 or email barbw@prproconsulting.com. More information can be found by visiting www.OpenWays.com.

“We are looking to provide innovative services to our customers,” he said. “We have to be competitive and to be competitive you have to offer these services.

Banks that feature a rewards program will increasingly look to mobile to drive interactivity for the program and drive customers back into mobile banking apps.

For example, City Bank Texas will introduce a new service early next year that enables customers to quickly and easily temporarily turn off their debit card via the mobile app if they have lost it and then turn it back on just as easily. Currently, customers have to find and call the bank’s 800 number to accomplish this.

Mobile check capture Many of the big banks currently give customers the ability to deposit checks into their bank accounts using their mobile phones. However, next year more banks are likely to jump onboard and offer this service to meet consumer demand. Malauzai Software’s research shows that a lot of bank customers are investigating remote capture on their mobile phones even if they have not made a deposit yet. For those customers who are using the service, they typically deposit one to two items per month. “We see mobile check capture becoming really big in 2012 – we expect over half of our clients to adopt it next year,” said Robb Gaynor, chief product officer and co-founder of Malauzai Software Inc., Austin, TX.

“If we can move certain things to mobile so customers can do them on their own time via mobile, it’s a big advantage. It is a stickiness that gets them to stay with us.”

For example, City Bank Texas offers a rewards account that enables customers to earn higher interest rates and ATM fee refunds based on how much they use the bank’s various services. However, because there was no way for customers to keep track of how many transactions they made or how close they are to earning a reward, customers were frequently calling the call center for this information.

To address this, City Bank Texas put a real-time reward monitoring service in its mobile app. Now customers can use the app to find out how many more transactions they need to reach the next level of rewards.

Person-to-person payments Person-to-person payments have been around for several years but use has been limited because the transactions did not take place in real time. However, with Visa recently changing certain rules to enable two consumers to exchange debit card information in a secure way, person-to-person payments will now be able to show up in someone’s checking account within seconds. Visa is expected to roll out a solution for person-to-person payments in the first quarter of 2012. “With real time settlements, you will see a lot more customers use person-to-person payments,” Mr. Gaynor said. “We see this as the beginning of real mobile banking.”

Some banks may try to ease customers into mobile payments to get them comfortable with the idea. For example, City Bank Texas will give mobile customers next year a way to manage their prepaid, loyalty and gifts card via the mobile app.

“This is the first step to moving customers to mobile payments concepts,” City Bank Texas’ Mr. Simpson said. “New companies are sprouting up weekly to do mobile payments but the problem is that the debit card is not broken yet – it is still relatively easy to swipe that card.

Mobile marketing Mobile offers and deals from retailers and third-party services such as Groupon and others were a big phenomenon in 2011. Next year, banks will be looking to cash in on the opportunity here by providing local offers via their mobile banking apps. Bank customers will be able to opt-in to the service so they can receive offers via the mobile banking app when they walk past a local business making an offer and redeem the offer via the app as well. In the past, banks have been reluctant to allow other business to market to their customers but because of the personal nature of a mobile phone and the ability to serve offers based on a customer’s location, this is starting to change. “We see this as a huge opportunity for banks to start making money through the mobile channel as offers are redeemed,” Malauzai’s Mr. Gaynor said “We feel it can be pulled off in an unobtrusive, value-added way.”

Customized apps Currently, a lot of banks have one mobile app for all of their customers. However, next year there will be a growing number of customized banking apps that are tailored to the needs of a specific customer group. For example, regional banks could customize apps based on which local market a customer belongs to. Or, an app could be customized to the needs of college students, who often have a different set of services available to them. “The first generation of mobile apps lost some of the customization found in Internet banking but now we are seeing more customized mobile experiences,” Mr. Gaynor said. “This is an example of how mobile banking is getting smarter and banks are trying to deliver a better mobile experience,” he said.

Commissions on those Credits netted Facebook $557 million in revenues in 2011. (Facebook writes in the S-1 that the “other fees” that it designates on the same line as Payments was “immaterial.”)

At this point, Facebook doesn’t take any commission on Credits that are purchased via mobile: that service—which uses the premium SMS channel to send a code to a user to redeem Credits on the main site, and then charges the amount directly to the user’s mobile bill—already has some other parties taking a cut, including the provider (eg Zong or Boku), the mobile carrier and even another processing middleman. Rather, Facebook’s cut comes in the form of a commission on the payments, similar to what Apple (NSDQ: AAPL) takes for transactions on its App Store. That fee is 30 percent.

Could Facebook eventually take more control of its payments, and potentially cut out some of those middle people? Probably not soon, in Court’s opinion. “Zong brought something to Facebook that it didn’t know how to do, and it became very deeply integrated,” he said. “I don’t see them starting to do what Zong does, which is connecting hundreds of operators.” Then again, he added, “When they have a worth of $100 billion with $10 billion on the balance sheet they can do pretty much anything they want.”

What’s interesting is that as Facebook starts to expand some of the other functionality on its mobile platform, that will also open up a lot more opportunities in terms of mobile transactions as well.

As Facebook enables and opens APIs to get publishers to build apps for its mobile platforms (via the web and apps), “Facebook will make sure those are monetized,” he said. “I have no doubt Facebook will be making money on mobile games and other content given the engagement and scale on mobile. There is an amazing opening there.” Paying for Credits that will actually get used on the device itself, he said, will be “even more natural.”

Facebook in the S-1 said it had 425 million monthly active users accessing the social network via mobile devices, with that number outpacing the growth of overall subscribers.

“Credits is a wallet that you can top up in all kinds of ways,” he said. “Facebook has created its own currency and has imposed that on anyone offering digital goods on Facebook.” If anything, that currency might have a life outside the platform, to to buy things outside of Facebook.

But even with the opportunity for Credits, Court doesn’t see this eventually overtaking revenues from whatever advertising Facebook plans to put on its mobile services “for a very simple reason,” which is down to how those games are played today. “If you look at Zynga, only between two and three percent of people who play actually pay. The rest play for free. Tt will be the same for Facebook on mobile, with only a fraction spending money,” he predicted. “With advertising, 100 percent of the population is exposed.”

Even though Facebook has listed “no mobile ads” as one of its risks on the S-1, it could be playing its cards very close to its chest: the last few days has been a lot of speculation already about how soon Facebook will launch those mobile ads.

Razorfish (via Digiday) says that it is already working on a pilot for rich-media ads for the social network.

The blog Inside Facebook, meanwhile, has put its money down on sponsored stories to be the “most likely” first stab at mobile advertising on the site, with running a mobile ad network the second-most likely option. (That’s one that we explored a bit yesterday as well.)

Update: Razorfish’s VP of mobile, Paul Gelb, has made a correction on how his comments were portrayed in the Digiday story (via Twitter): his agency is not working on any mobile ad buying with Facebook. “In the interview I was referring to rich media featured stories, not paid ads,” he said.

A Facebook spokesperson, via email, added the following: “We want to clarify that we are not working with any agency to create paid ads on our mobile platform.”

Much has been made of the mobile risks that Facebook laid out in its S-1 IPO filing earlier this week. Essentially, it’s seeing/pushing massive growth in mobile, but it still hasn’t tried out advertising, its most effective route to revenues, on this platform. That’s not to say it won’t. But meanwhile, there is another area where Facebook is already making money through mobile.

In 2012, there will be more NFC-enabled Android devices. For now, only the Samsung Nexus S and a few others have mobile wallet capabilities. Lest we forget PayPal, it is important to note that it recently launched an Android app that allows for money transfer via NFC. 3. Carrier Billing Is Alive And Kicking Carrier billing allows users to pay for apps on their mobile phone bill instead of using a credit card or a third-party mobile payments service to pay at the time of purchase. This payments system is moving right along. In April, Spring joined T-Mobile and AT&T to support carrier billing in the Android Market. Mobile payments company BOKU went live for Android app developers in June. It began offering carrier billing on 230 operators in 56 countries worldwide. eBay purchased mobile payments company Zong in July, and integrated it into PayPal. Zong allows users to make mobile purchases through carrier billing. PaymentOne, another leader in carrier billing, lets users pay with their phone numbers, and validates transactions via text.

Retailers have been particularly aggressive in pursuing mobile strategies this year, with 37 percent operating specially-tailored mobile websites (compared to 12 percent in 2010) according to Acquity Group.

So what’s in store for mobile marketing in 2012? Here are our top trends to watch:

Mobile Trend # 1 – Smartphones to Overtake Other Mobile by 2012 

Smartphone units sold worldwide in 2009 will grow 14.5% from 2008 levels, according to a forecast by Infonetics.  READ MORE

Mobile Trend # 2 - Text Messaging Will Rise

Mobile Trend # 6 – Increased Mobile Spending 

Mobile Trend # 3 – Social Networking Site Access

Social networking sites will get more exposure on mobile phones.

Facebook’s official page sites, there are currently 350 million active users that access Facebook on their mobile phones.

Mobile Trend # 4 – Rise in Social Games

Mobile Trend # 5 – Location-Based Marketing

Sounds surprising, right? That novel technology can be achieved by Wi-Fi, RFID, and mobile phone tracking.

Text messaging will rise to a projected 8 trillion SMS in 2012. This is a rise of about a billion from the 6.9 billion SMS sent in 2011.

There will be a large increase in spending by SMBs on mobile advertising.  The $1.6 billion figure garnered last 2010 more than doubled to $3.3 billion in 2011, and 2012 is predicted to double that enormous figure again.

Mobile Trend # 7 – More Video on Smartphones

Videos will become a greater trend in mobile marketing. 

Mobile Trend # 8 - Mobile Money Transfers

More currency will exchange through mobile phones. 2011 saw $86.1 billion move around the world in about 141 million exchanges.

To sum up, the prosperity of 2011 for mobile marketing will carry over to 2012, with possibly more frontiers to open up.

The second half of the NFC conundrum is that there are a lot of hands reaching for the supposed pile of money that NFC payments will enable. Look at Google's announcement of the Wallet product. Or the ISIS partnership between Verizon, T-Mobile and AT&T. Google is partnering with Mastercard, CitiBank, Sprint, FirstData, Verifone, VivoTech (the NFC partner), Hypercom, Ingenico and NXP (another NFC partner). All of these large companies are going to want a slice of the pie. Where does that leave the retailers? You know, the ones that are actually trying to make money with good and services? Sadly, on the outside of the circle. The carriers are the biggest culprits, wanting to take as much as 50% of transaction revenue because it is "going over their pipes." The financial services companies will be happy taking their normal rates in the 1.75% to 3% range as long as there is a promise that more people will pay electronically (read: sans cash). Between retailers, partners and infrastructure, NFC has years to go before it will be viable for all parties involved.

What will happen in this time frame? Think about the so-called "4G" technology WiMax. The technology is already becoming antiquated with LTE and all the major carriers are working on the next version after that. Sprint is keeping a hybrid of WiMax and LTE going forward but overall it is a tech that died before it even matured. NFC may be the same. What if there are massive leaps in quantum teleportation in the next several years? Does NFC become the WiMax of the payment world?

Maturation Of Direct Carrier Billing The "I do not see myself buying a fridge with this" line comes mostly from the direct carrier folks. Direct carrier billing is the perfect area for micro-payments and payments that stem from ease of use. Think of parking. If you could pay for your parking on the street with your phone, would that convenience be worth an extra couple of cents on the dollar to you? The direct to carrier ecosystem has evolved to the point where it actually makes sense for offline and online use. Zong (acquired by eBay for PayPal integration), PaymentOne and Boku are the leaders in this space. PaymentOne has processed $5 billion in mobile payments and lets users pay with their phone numbers, validating transactions via text. Zong allows that capability as well. Payment One's "One Care" features, announced last week at CTIA, makes direct to carrier billing safe and secure. Transparency is important in mobile commerce because consumers do not really trust their phones to handle their money quite yet. The most important aspect of direct to carrier billing now is that the revenue mechanism has been flipped. It used to be that merchants only got some 40% or less of payments while the carriers and partners took the rest. Even with high margin transactions, that is unacceptable. Today, direct to carrier billing provides the merchants with more than 80% of the revenue, sometimes nearly 95%.

The Dongle World: Smartphones As Credit Card Readers Square, VeriSign and Intuit are pushing hard into the dongle department. Jumio is doing the same thing, just without the dongle. There is not much to be said about the dongle world that we have not already touched on at ReadWriteWeb outside of the notion that it is bringing easy credit card readers to the mobile masses.

The dongle competitors are not worried about what is happening in the ecosytem because it does not really touch their core business. For instance, PayPal does not see NFC or dongles infringing on its business in any way, shape or form. As Laura Chambers, PayPal's head of mobile, said in a recent interview, "we are not worried about much in the ways of competition. There is a lot of white space in the industry for horizontal movement."

What Is PayPal Really Doing? In the interview with Chambers, the first question I asked was, "Why does it seem like PayPal has become a "me too" operator in mobile payments?" It is a fair question, even if Chambers balked to acknowledge that PayPal has been in "me too" mode for the last year or so. PayPal has ignored the dongle movement and NFC is not on its radar as a technology it feels it needs to integrate. "What is the difference between a tap versus a swipe?" Chambers asked. "We are working with what works in the current infrastructure ... We have sat down with consumers and merchants to work with them on what they want." PayPal is growing sideways because there is not a ton of room right now to grow vertically. PayPal will get into NFC solutions when the time is appropriate. Its strategy now is to create as much flexibility for consumers as possible through its mobile wallet program. PayPal's stance is data driven - the company can track when and what consumers buy from mobile phones and tablets. Hence, PayPal is focusing on the shopping end of the spectrum, as opposed to a pure payments play. "60% of people buy more and spend more on mobile," Chambers said. "But, we see that people are not really buying different things on mobile ... the No. 1 driver of growth in mobile payments is boredom." That fits in well with what PayPal sees as "couch commerce." They released a study recently saying that mobile shopping is going to boom this holiday season. As such, PayPal is ready to deploy an end-to-end solution for merchants and consumers to reward loyalty and provide deals and offers along with digital receipts. PayPal believes that it has a lot of room to grow in mobile through these types of horizontal movements. We are also seeing this on a non-mobile front with eBay partnering with Facebook and the Open Graph API and the new X.Commerce initiative that consolidates the PayPal, Zong, Magento, RedLaser and Milo technologies. The company is calling it an "open commerce ecosystem."

Future Of Mobile Payments This article is the first in a series of the trends in mobile payments that ReadWriteWeb will be working on in the next several months. There are a lot of questions and the answers are just beginning to emerge. Who are the winners in the space? Are retail shops in danger of "becoming expensive fronts for online shopping," as Chambers said in the interview? Does NFC really have potential to disrupt offline payments or is it just cool technology? These questions and more are what we will be tackling in the months to come.

New Sage Mobile Payments 2.0 features:One Merchant Account — Businesses can now use their existing Sage Merchant ID (MID) account to add mobile payments to their existing payment solution, and at the same low processing rate.Updated User Interface on Smart Phones — The new, completely intuitive, colorful user interface makes processing payments easier than ever.Signature Capture — Businesses can give customers peace of mind knowing a signature is required to complete their transaction. With the swipe of a finger, a signature is captured to complete a sale. A signed receipt is emailed to both the business and their customer.Tax And Tip Calculator — Businesses no longer need a separate calculator to determine tax due and tips; Sage Mobile automatically calculates both.‘App Store’ Download — By going to the Android Marketplace or Apple’s iTunes store, businesses can download the Sage Mobile application at no cost. Then, once they have called Sage to set up their merchant account, they can start accepting mobile payments.

Businesses using Sage Mobile Payments can benefit from increased chances to close sales; anytime, anywhere transactions; a secure and PCI compliant payment processing environment; real-time authorizations for expedited cash flow; and minimal cost.Sage has been providing businesses and organizations with electronic payment systems for more than 20 years. Visit Sage Payment Solutions online at www.sagepayments.com.

Sage North America today announced the launch of Sage Mobile Payments 2.0, the latest version of its Payment Card Industry (PCI) compliant mobile payments product. Sage Mobile Payments comes bundled with a Sage merchant account, and allows businesses to cost effectively and securely process credit and debit card transactions on mobile devices, like cell phones and tablets, including Apple’s iPad, across all major wireless carriers. Version 2.0 focuses on enhancing the customer experience through new features designed to save businesses time and increase the security of their transactions.

“Mobile payments is only one small change that retailers need to compete in with in order to match what consumers are doing in stores, including bar code scanning and price comparing,” he said.

Users can either enter their phone number at check-out on a kiosk to have the bill sent to their carrier’s account bill. Consumers can also pay via a PayPal-issued credit card that connects with their phone account number.

PayPal is reportedly working with 20 retailers on the initiative and has plans to release the names of other retailers in the following months.

The PayPal-enabled program lets consumers pay for items by using the PayPal mobile wallet.

Mobile home Home Depot is the first retailer to be announced from PayPal’s new mobile payment solution to help retailers integrate mobile payments at point-of-sale stations.

The program also has tentative plans to extend to other Home Depot locations if the test trial is successful.

Payment war PayPal has been aggressively pursuing mobile payments recently to claim its piece of the mobile pie.

For example, in December PayPal tested a NFC-enabled mobile app in two retail locations in Sweden (see story).

Mobile payments are a hot item, but until recently it has been difficult for retailers to get behind the technology.

PayPal’s push for mobile payments in 2012 might be a response to Google Wallet, which let numerous retailers and brands in 2011 with mobile payments.

However, some experts believe that mobile payments still have a way to go to get consumers on board and will be more driven by NFC-enabled mobile devices.

“In the long-term, NFC phones will become more pervasive and normal credit cards will be mobilized,” said Drew Sievers, CEO of mFoundry, Larkspur, CA.

Mr. Sievers is not affiliated with PayPal or Home Depot. He commented based on his expertise on the subject.

“A mobile payment has to have a very rich incentive for a consumer to latch on to, and merchants need to layer on relevant offers and deals in order for them to stick around,” Mr. Sievers said.

6. Location and Local Groundswell: Chicago to Des Moines to Boston and Back Again The partnership between daily deals service Groupon and location check-in Foursquare was a big one. The two got together and made it happen. Or, as the Groupon blog says, "when we think of mobile addiction beyond Now! we think foursquare, and many of you guys do, too." The idea of positioning daily deals on Foursquare as an "addiction" doesn't exactly insure longevity; rather, it signals imminent burnout. But hey, we'll forgive Groupon's marketing team - with Groupon's stock prices slumping, the company is needs to keep looking for new ways to hit up consumers. Dwolla, mobile payments system based in U.S. mobile payments capital Des Moines, Iowa, seeks to completely sidestep credit cards. Unlike its main competitor PayPal, Dwolla does not snag a percentage of the transaction; instead, it asks for a shiny silver quarter, regardless of the transaction amount. LevelUp from Boston-based SCVNGR brings location-based gaming to the daily deals space. The idea is simple: Users will receive better deals the more they use the system. Much like the "unlocking" of Foursquare badges, LevelUp users will unlock new "levels" of awesome deals with particular merchants as they continue buying. Like its competitor Dwolla, SCVNGR recently began building local mobile payments into LevelUp.

Conclusion Mobile commerce is at a tipping point. It has not hit a critical, mainstream mass, however. First, the battle of NFCs vs. mobile wallets vs. dongles will need to settle, with one emerging and the others either following and finding their niches, or disappearing completely. Carrier billing will play a crucial role in how consumers start easing into the idea of mobile commerce. The daily deals space will become more focused on mobile, particularly in the ares of personalization and location-based targeting - people who use their phones are glued to them, naturally, and they must start receiving time-sensitive offers at exactly the right moment. Tablet commerce will continue to expand, as more people buy tablets and engage in "couch commerce." Catalogs, tablet-optimized websites and fast conversion rates make this the perfect platform for capturing consumers who already feel devoted to their tablets. In the dongle space, Square will continue to position themselves as the thought leaders, though they will face a fierce competition from Intuit.

Whether service professionals are meeting with customers at home or sales associates are interacting with visitors at a retail location, the new Vantiv solution is part of Vantiv’s overall strategy to address customers’ growing mobile payment needs.

“Merchants and consumers are seeking greater mobility, control and timely access to data,” said Bill Weingart, Chief Product Officer, Vantiv. “We’ve teamed with Verizon to combine our payment and security expertise with Verizon’s ability to tailor development of mobile technologies to address those needs.”

The Vantiv mobile payment solution serves merchants who require mobility, convenience and security and addresses many business needs through a value-added suite of applications including accounting, payroll, workforce management, loyalty, inventory and customer relationship management (CRM). Having complete business control in a packaged, intuitive and flexible platform is a significant differentiator in the realm of tablets, and allows merchants to conduct data enriched customer interactions and transactions, anytime and anywhere.

JKrete Supply in Mason, Ohio is among the first Vantiv customers to participate in the field trial.

“This technology gives me more flexibility and makes it easier to serve my customers,” said Jay Rhoden, Owner, JKrete Supply. “Having the option of being mobile takes my business to a whole different level. I have everything I need at my fingertips. I can sell my products anywhere I go at any time. Vantiv tailored this product to meet my needs; it is clear they listened to customer demand.”

“Verizon, through our Private Application Store for Business, is leading the charge to work with innovative companies to develop industry-specific mobile solutions,” said Chandan Sharma, Vice President and Global Managing Director of Verizon’s financial services practice. “The ability to customize enterprise tablets and applications has been characterized as a potential ‘game changer,’ and we look forward to working with Vantiv and its customers to advance the playing field for mobile commerce.”

The capabilities were featured in a Tab Times article “The 10 most important tablet trends, products, and stories at CES 2012.”

For more information on Vantiv and to view more information on the Vantiv mobile payment solution visit us at www.vantiv.com .

Much like Apple with iTunes, Facebook takes a 30 percent cut on every dollar spent through the Credits platform.

Today users can buy Credits with 15 currencies, including U.S. dollars, Euros, the British Pound and the Venezuelan Bolivar.

It is important to first highlight, that for any mobile payments system to work, consumers will need to open some form of application to allow users to connect the phone to complete the payment. 

To date, Facebook sees over 200 million unique users accessing the social network through a mobile devices each month.

Almost all of the major brands who would adopt mobile payments in the beginning (i.e. Best Buy, Gap, Target) have invested heavily into growing a Facebook presence. It is this ability to connect to users and their social graph through a Facebook payment option that makes Credits and mobile payments an attractive model.

From this point, it is Facebook’s network that makes its payment option so attractive. As I scan my phone to finalize my purchase, I am presented with the option to share this purchase with my friends. Selecting yes, opens up an additional discount for my friends and I. From there my friends have the option to use the promotion through Best Buy’s ecommerce page or on location.

For now, Facebook prefers to play down talk of its broader ambitions for Credits. The 30 percent tax Facebook imposes on those who accept Credits might be too high to allow for the regular sale physical goods and services.

Other big players include PayPal who has more than 81 million active registered accounts and 210 million accounts, in 190 markets and it supported 24 currencies.

Google, with its Google Checkout and Android phones is also set to be a big player. With NFC technology being implemented on all future Google phones, we expect a mobile payment app preloaded on these phones. 

Probably an even bigger player is Apple and its 100 million iTunes users. The iPhone is set to be the main phone to drive mobile payments, even if other phones offer these features. But one thing is for sure: the mobile (social) payments market will be fragmented for the first few years and Facebook is easily in the position to come out victorious.

While analysts feel 2011 is the year for mobile payments, there is still uncertainty of how quickly consumers will move their wallet to a digital format or what platform they will use. 

One factor that is definite is the speed at which small business will adapt mobile transactions.

Third-party companies such as Bling Nation and Square to name a few win over merchants by cutting the transaction process fee by as much as 50 percent. With consumers swiping their debits cards more so than ever, this is a huge savings for any company.

Additionally, the three major U.S wireless carriers, Verizon Wireless, AT&T and T-Mobile partnered with Discover Card to form a mobile payment company called “Isis,” a venture to provide mobile payment carrier billing solution for payments.

The closet form of mobile payments in the U.S. that can be utilized nationally is the Starbucks digital gift card. 

While this option only applies to Starbucks stores, consumers can now makes purchases by scanning their phones.

The biggest challenge, currently keeping mobile payments from going mainstream is technology adoption. 

Not only do consumers need to carry a phone that has the correct technology, retailers also need to implement technology that connects with the phone.

Other challenges that could cause slow growth are the number of companies attempting to break into the space. 

From small start-ups to large tech companies such as Google and Apple, many consumers could be slow to adopt as they wait it out and see which platform becomes widely adopted.

To truly accelerate growth, we believe a large company needs to step up and look at the opportunity as a way to break into the $6.2 trillion retail market by covering the costs of technology adoption.

One player who is seen to have this ability is Apple. 

As the largest tech company in the world, rumors have come up, that Apple will implement NFC technology into the next generation iPhone 5 and with 100 million users already connected through iTunes, giving away the retail technology to scan mobile payments could be a quick way to gain accelerated usage.

Though it cannot be applied to all of your purchases, Starbucks seems to be the furthest along, allowing customers to purchase digital gift cards that can be scanned at all Starbuck locations nationwide.

To help accelerate growth, implementing a rewards program will draw more consumers to try the new payment platform.  This option to collect and track rewards is one of the key features that have helped Starbucks see quicker adoption.

Dealing with Image Performance We want to try to get rid of as many images as we can. For the images we keep, we want them to be as lightweight as possible. If images are a necessity for particular parts of your mobile web app design, then there are a couple of extra steps we can use to trim off any excess fat from your files.

Use Adobe Fireworks for Transparent PNGs

Using ImageAlpha If Fireworks sounds like too much of a bother, check out ImageAlpha. Once installed, all you need to do is drag your images into its main window and then tweak the export settings to remove excess data from the images.

To learn more about using PNGs in web designs, see the Web Designer’s Guide to PNG Image Format.

Leveraging CSS3 Mobile web browsers these days are pretty advanced. Android devices use a mobile version of Google Chrome, whilst the iPhone does the same with Apple’s Safari. Some mobile devices come with mobile Opera and others allow you to install a browser of your choice such as mobile Firefox. So we’re talking about some pretty good browsers in terms of CSS3 and HTML5 feature support. CSS3 allows us to render things through code that would previously have required an image. We can use color gradients, draw rounded corners, create drop shadows, apply multiple backgrounds to HTML elements, and more — all of which can help improve performance and decrease development times.

If you look at a typical application interface via your smartphone, it’s almost guaranteed that you’ll find CSS3 being used.

By using CSS3, we can reduce data transfer — particularly images and possibly excess HTML markup. We let the browser and the device do the work to render the interface more quickly.

HTML Canvas If you fancy a little more work, then you can improve speed even further using the canvas element. Although using CSS gradients eradicates the loading of a physical image, that method still causes the device’s rendering engine to construct an image in the browser, which can result in a performance reduction depending on the device and browser.

Hardware Acceleration When it comes to mobile web apps, Apple’s mobile devices are a major consideration that we need to be aware of because of the current popularity of the iPhone and iPad. Safari 5 (on all platforms) brings hardware acceleration into the mix. If you’re not familiar with the feature, Apple describes it as follows: "Safari supports hardware acceleration on Mac and PC. With hardware acceleration, Safari can tap into graphics processing units to display computing-intensive graphics and animations, so standards like HTML5 and CSS3 can deliver rich, interactive media smoothly in the browser."

Be Cautious of CSS3 Rendering Performance As brilliant as CSS3 is, certain properties can slow down a web page. WebKit-based browsers, for instance, really seem to struggle with shadows in particular, so just be careful that you don’t apply too many of these to elements of your interface until the issue has been resolved.

Consider the Offline User Experience Finally, let’s briefly discuss HTML5 offline data storage.

Add to that the fact that more than 6 million of those mobile transactions occurred during the past nine weeks — which is more than double the 3 million transactions the company saw in the first nine weeks post release — and the data shows a growing number of consumers are going wallet-free and opting instead to pay for their daily coffee runs with the Starbucks mobile app.

Starbucks mobile pay, a prominent feature of the company’s iPhone and Android applications, was released in the U.S. in January. Consumers can use the mobile app to load money on to a digital Starbucks Card and present a 2D barcode to pay-by-scan at the register at more than 9,000 locations. The program launched in Canada in November and will land in the U.K. in January 2012.

Of the $2.4 billion loaded on to Starbucks Cards in fiscal year 2011, $110 million was loaded onto cards via Starbucks mobile apps. The mobile figure equates to just under 5 percent of all reloads, but does highlight a shift in how customers engage with Starbucks cards. “Customers love the ease of [Starbucks card] reload and autoload on their apps,” Brotman said.

Mobile app users are also tapping the company’s e-gifting feature to send the electronic gift of Starbucks from their phones. E-gifting was added to the apps in June — it was previously available as a web-only feature — and now accounts for 10 percent of total e-gifting volume.

The company’s early successes on mobile have allowed it to experiment with apps like Starbucks Cup Magic, a one-off holiday application released in mid November that adds a layer of augmented reality to the in-store experience. An app user can point his device’s camera lens at a holiday character on Starbucks cups, coffee bags or in-store signage, and watch the character come to life. The app has been used in this capacity more than 450,000 times to date, Brotman said.

Starbucks also now has 3.6 million customers in its My Starbucks Rewards loyalty program, and 2 million members have reached the highest Gold level.

Altogether, the stats show that the company’s Starbucks Card, loyalty, payment, e-gifting and drink builder modules and programs are converging into a single, mobile experience that customers truly love, Brotman said.

eBay says that the amount shoppers in the U.S. that bought and spent via eBay Mobile more than doubled this Thanksgiving over last year. GSI Commerce saw a more than three-fold (345%) increase in U.S. mobile sales this Thanksgiving compared to 2010. And Searches through the local product listings platform Milo increased 557% percent over Thanksgiving Day 2010.

The dramatic rise in payment volume via mobile phones isn’t particularly surprising considering all the hype around mobile shopping this holiday season. But a 500 percent increase in payment volume for PayPal is still impressive for mobile shopping and we haven’t even seen the full numbers for Black Friday or Cyber Monday yet.

So far, things look positive for Black Friday, eBay says that as of 11 a.m. PST, PayPal is already seeing a more than six-fold increase (538%) in global mobile payment volume on Black Friday 2011 compared to the same time period on Black Friday 2010.

Consumers who visit premier Hoyts-operated cinemas in Australia can pay for items while in their seats by scanning a mobile bar code. Each seat in the theater has a mobile bar code placed on the arm rest. To pay for an item, users open the app on their phones and scan the QR code. They can then select food and drink items to buy and have it sent to them at their seats. Moviegoers can also enter a six-digit code located above the mobile bar code to activate the app or tap a NFC-enabled smartphone over the arm rest to pay. Users who pay via the QkR app must link their MasterCard accounts by entering their information into the app.

The new NFC initiative is part of MasterCard Lab’s work that is focusing on ramping up the company’s work with mobile payments.

“Australian consumers are renowned for their love of innovation technologies, which is why MasterCard selected this market for the pilot,” Mr. Barr said.

Payment war With similar mobile wallet initiatives from Google and PayPal, the mobile payment space is expected to heat up in 2012.

However, MasterCard is playing a unique card in mobile payments by bringing mobile bar codes and apps into play.

PayPal’s new mobile point-of-sale solution is also slated to gain traction this year with big box retailers Home Depot and Office Depot rolling it out to stores (see story).

One of the challenges technologies such as Google Wallet have struggled with is that it is only available on Sprint Nexus S 4G mobile phones, which leaves out a majority of the mobile phone industry.

Since the QkR app is available on iPhone and Android devices, the app hits a majority of the smartphone market.

MasterCard is running an NFC pilot program at movie theaters in Australia that lets consumers pay for food and drink items via their mobile devices.

For MasterCard, one of the biggest hurdles will be educating both consumers and companies about the technology, but the initiative is proof that the payment company is placing big bets on mobile payments.

“MasterCard is consistently striving to deliver the next generation in payments,” Mr. Barr said. “Specifically in this pilot, mobile payments and making life easier by enhancing the in cinema experience,” he said.

He showed an example of this with the studio's new hit, Kung Fu Panda 2, which will be marketed using in-store signage at major retailers like Walmart and Target. The signs feature QR codes that, when scanned, make an AR-enabled app available to end users

Mobile is "Digital 6th Sense" Dr. Jacobs concluded the keynote by looking forward into the future of mobile, calling mobile our "digital 6th sense" which will become the primary way we interact with the world around us. Your phone will listen and see everything using the sensors connected to your body, sensors out in the environment, the people around you and more - and it will adjust itself accordingly. Imagine a phone that adjusts to your mood, or your vital signs, he said. "You are the creators of this experience," Jacobs said, speaking to the developers in the audience. Qualcomm just wants to "free you up to do what you do best: innovating."

With the Lianlian Group, AmEx gets access to a company that has partnered with 3 of the largest carriers in China, and served one-third of all Chinese mobile users through payments network infrastructure, he explains. So a Chinese consumer who was paying cash to get minutes can now load the Serve-powered Lianlian digital wallet and have the choice of digital commerce, paying bills via their mobile wallet, send peer-to-peer payments, buying more minutes and ringtones and more, says Schulman.

Another area where we’ll see Serve expand is on data. As Harshul Sanghi, American Express’ VP of Enterprise Growth Group, told us recently, the personalized experience is going to be key in providing the digital wallet that consumers flock to. Intent data, structured data and unstructured data will all play a part of delivering a personalized payments experience for Serve.

Founded in 2004, Lianlian Group has served approximately 300 million mobile phone accounts. It operates a network of over 300,000 small business agents across China where customers can buy additional top up minutes on their mobile phones. A portion of that network also allows customers to purchase airline tickets, video gaming credits and utility bills.

Amex has entered into an operating agreement with Lianlian Group which will allow Lianlian to license and use Serve in products and services it develops for its consumer and business customers in China. The Serve platform will help power a new Lianlian Group digital wallet that consumers can use to top up mobile phone minutes, pay bills and purchase products or services online.

For background, Serve integrates a variety of payment options into a single account that can be funded from a bank account, debit, credit or charge card. AmEx has landed a number of lucrative carrier partner deals for Serve in the U.S. but this is the first step towards expanding Serve’s technology into one of the fastest growing consumer markets in the world.

With the mobile penetration in China, it’s no surprise that AmEx chose the market as its first global opportunity to expand Serve. AliPay is also playing in the space.

In terms of financial companies, American Express has been at the forefront of trying to expand their mobile and digital offerings beyond the credit card business. Besides carrier partnerships for Serve, AmEx has announced a number of recent partnerships in the payments space include Foursquare, Facebook and even Zynga for personalized deals. The company has also been acquiring payments technologies and will be doing more investing in the space with a new $100 million fund.

American Express recently took the spotlight when the company signed a deal with Verizon Wireless allowing mobile users to make purchases on Verizon devices using a streamlined process. As the largest U.S. wireless carrier, Verizon reaches a broad audience. The partnership comes at the right time as American Express opens its own digital payment software called Serve, which will come pre-installed on all Verizon smartphones and tablets.

In an apparent bid to boost sales of Android phones, Google launched Google Wallet, a mobile payment platform for Android users. How it works: Google's Android platform will support NFC technology (more on that in a minute) capable of turning your phone into your wallet, letting you store digital credit cards on your Google Wallet account. Just walk into a store, pick up a product, and tap your phone on the payment reader. Google's service will support the payment networks of Citigroup's (NYSE: C  ) Citi, MasterCard (NYSE: MA  ) , and First Data.

eBay's (Nasdaq: EBAY  ) PayPal has dominated the online payment space for over a decade, but as the competition gets tough and the focus shifts to mobile devices, the company will need to make big moves to maintain its head start. One such move was initiating Titanium+Commerce, a mobile payment program that lets small businesses design their own smartphone apps for processing PayPal transactions.

Another emerging competitor in the mobile payments space is ISIS, a mobile commerce network founded as a coalition among AT&T (NYSE: T  ) , Verizon Wireless, and T-Mobile. Similar to Google Wallet, ISIS will run on any NFC-enabled device offered by the three carriers. Payment network partners will include American Express, Discover, MasterCard, and Visa (NYSE: V  ) .

Why this will workFor one thing, smartphones have conquered dozens of industries by gradually replacing everyday items like pocket calendars, road maps, and cameras with their ever-evolving apps. I have no doubt the move to mobile payments will quickly make credit cards a thing of the past. Who will finish the race with the most market share? The company that can get the most merchants to adopt its service. At this point, ISIS shows the most promise because merchants will benefit from a solution offering multiple wireless carriers.