Open Intelligence / Web 3X (Social + Mobile)

“We look forward to working with Global Payments to introduce PAYware Mobile in Canada,” said VeriFone Executive Vice President Jeff Dumbrell. “Merchants and other small businesses are eager to use VeriFone’s solution to adapt their iPhones for card payment acceptance anywhere, anytime.”

The VeriFone system currently incorporates a secure mag-stripe card encryption reader for iPhone and a PA-DSS validated App; an EMV version of the card encryption reader is anticipated soon. An English language version of the PAYware Mobile app for Canada is available for immediate download, with a French version planned for later this year.

The PAYware Mobile card encryption sleeve incorporates VeriFone’s end-to-end encryption technology and ensures secure payment processing. It incorporates a stylus for signature capture and a mini-USB port for charging the iPhone while the ergonomic reader is attached.

Users also gain access to the PAYware Connect gateway, a fully customizable and reliable gateway service that's ideal for small businesses. Details of all iPhone payment transactions are available in real-time within the Merchant Portal on the payment gateway, which also enables businesses to consolidate payment reporting from multiple PAYware Mobile-equipped iPhones.

GoPayment hardware reader and payments apps can now be used by Canadian small businesses and entrepreneurs as a way to accept credit card payments on an iPhone, iPad or iPod touch device. Intuit says that GoPayment for Canada and the new GoPayment card reader will both be available in early 2012.

The most physically noticeable aspects of Intuit’s newly designed reader is its color and shape. The reader is now black (compared to its older white sibling, pictured in this post), and cylinder-shaped, creating a sleeker, smaller look. The reader has been designed to feature a silicone sleeve that conforms to the phone or tablet to provide stability support to keep the reader from moving or spinning when swiping a card.

Intuit says that without the stability, the readers spin on the audio jack, causing misreads of the credit card and requiring the user to need to hold the product in place while swiping. Intuit has also improved the swipe channel of the device to read cards accurately the first time by putting it on an angle, beveling it and making it longer.

Chris Hylen, vice president and general manager of Intuit’s Payment Solutions division, says of the news today, “This is part of our strategy to offer GoPayment internationally and to innovate in ways that make it easier for our customers, in all markets, to never miss a sale.”

For Intuit, being the first to market in Canada is a big win for the mobile payments device. Navigating international markets is tricky for mobile payments companies because each country has different cards and payments infrastructure. We know Square also has ambitions of international expansion in 2012.

As for the native competitors in Canada, Kudos is a mobile card reader that is currently available in the country. VerFone’s PayWare mobile reader has also been available in Canada for some time. But considering the massive growth both Intuit and Square have seen among small businesses, the readers should see traction outside of the U.S.

Sony's Xperia S will initially be available with the 2.3.7 version of Android Gingerbread OS at launch, with users being able to upgrade to Android platform 4.0 (Ice Cream Sandwich) during the second quarter of 2012. For reasons unknown, it will be joining an exclusive group of devices which only use a microSIM card, such as the Nokia Lumia 800 and Motorola Razr. This follows the original trendsetters Apple, and their devices. Also, there is no microSD slot; a feature, or lack there of, that many of the newly released handsets are keen to adopt.

This will be the inaugural handset, in the batch of the new Xperia NXT series - which stands for NeXT generation of smartphones. The Sony Xperia S has enjoyed no privacy since pictures were leaked back in early December, but it has now been confirmed that it runs from a 1.5GHz dual-core processor, a 12MP camera and a 4.3-inch screen that uses Sony's mobile Bravia engine.

The Xperia S will arrive PlayStation certified, with access to the PlayStation store and a fast-growing library of music and videos. Despite this, the real benefit of the phone are its ability to take high-resolution photos and videos, whilst being able to view them on the device itself. The idea is to better integrate smart devices, and for them to communicate intelligently.

Perhaps a tenuous example of this is the wrist watch worn by the spokesman for Sony Ericsson at CES, who could remotely control the camera and view messages on a tiny screen. It's therefore no surprise that the Xperia S comes with a built-in TV out function, where you can connect via HDMI and enjoy both pictures and videos on the big screen, and in glorious high definition.

As we saw with the marketing strategy of the Xperia Arc and Arc S, the company will probably be positioning the Xperia S just below the top devices, aiming to fill the niche right underneath the flagship products of Apple, HTC and Samsung. The ‘S' certainly packs some heavy hardware without overwhelming technical spec, and we believe the price will validate this theory.

Variants of the Xperia S are also set for launch in the springtime, when the Xperia ion, Xperia NX and Xperia acro HD will be released. The Acro HD will hit the Japanese market with specific features such as infrared port data exchange, mobile wallet and mobile TV.

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.

An O2 spokesman says: “We’ve decided to take extra time trialling the service internally before opening it up to customers. This will ensure that when we launch, the service will be as appealing as Priority Moments has been.”

Priority Moments customers have redeemed more than £5m in savings since its launch in July, according to O2. Its success has led to the company creating its first dedicated team for Priority Moments as O2 looks to further expand the proposition this year

The O2 Wallet aims to bring the contents of the physical wallet, including payment, travel and loyalty cards to the mobile phone, as well as extra services such as the ability to compare the price of items, special offers from “120 retailers” and ticketing

O2 now has more than 250 staff in its Money division, which operates O2 Wallet as well as insurance services. This is an increase from 30 people a year ago when the department primarily looked after its Cash Manager and Load & Go cards, which closed in November in preparation for the launch of O2 Wallet

Rival operator Everything Everywhere launched its “Quick Tap” contactless payment service in partnership with Mastercard in May, while brands such as Google and Vodafone are also expected to launch similar wallet services in the UK in the coming months.

There are non-retail uses too. This could finally be the technology that lets us exchange business card info without the card. You could pay tolls or get information from governmental agencies. Wouldn't it be nice if Mount Rushmore told you all about its sculptor Gutzon Borglum, or that it took 12 years to complete?

Of course the first concern for such communications is security, and there's plenty to worry about with NFC--not the least of which is that the standard doesn't presently encrypt transmissions. Nonetheless, all the major phone, credit card, and carrier vendors and a good number of governments are setting to trial the technology in 2012. NFC is one to watch.

Turkcell subscribers with a T11 can request a Bank Asya KGS application and upload cash through the Cep-T Cüzdan mobile wallet application on their mobile phones, rather than having to visit a bank or payment point at the turnpikes, according to Turkcell.

Turkcell’s Cep-T Cüzdan NFC-enabled mobile wallet is now being offered by three of Turkey’s leading banks: Yapı Kredi, Garanti and Akbank, and is available on Turkcell’s T20 and T11 smart phones, along with the BlackBerry Bold 9900. 

The partners are also looking to add support for loyalty programs and vending machine purchases.

The system is designed to work with an NFC-enabled SIM cards as a secure element, or with Gemalto’s Gemalto’s Upteq N-Flex NFC solution, which can turn standard mobile phones into NFC-enabled devices.

While payments is the hot ticket for NFC at the moment, InformationWeek sees much greater potential in peer to peer content sharing services, as well as easy information dissemination through NFC tags and posters – both for retailers and other agencies.

According to Continental, the solution will be particularly useful for car sharing or car rental services, as it enables the provisioning of virtual car keys over the Internet, rather than having to keep track of physical keys.

For example, once the customer has selected a vehicle on the rental website, a temporary digital key from Continental and the driver’s profile is loaded onto the cell phone’s SIM card via a secure data link. At the same time, the cell phone receives the license plate number and the location of the car.

Continental says it is currently working with telecom companies to integrate services like Deutsche Telekom’s “mobile wallet” for storing and organizing the electronic car key in the cell phone. With the addition of mobile wallet technology, drivers may be able to organize their bank account or credit card data and pay for car sharing or car rental services

The real promise of NFC goes beyond convenient payment for coffee, because every swipe of your phone becomes an opportunity to exchange data and trigger an application. You can use NFC to record your payments, and to exchange other information. Discounts, entry tickets and special offers could all be offered using this technology. Y Combinator start-up Tagstand makes NFC-enabled stickers and 'smart posters' to use in ads, trade-stands and other locations. These stickers allow you to tap your mobile phone on anything and do anything from sharing contact information, to sharing music, starting a multiplayer game or providing a discount coupon. MIT Media Lab produced a short 'day in the life' video to illustrate more possibilities, including a carbon footprint app that would use data from your purchases and transport choices.

There are already a few phone handsets that support NFC, but many more will be launched in 2012. The Nexus S is the first mainstream handset that already has NFC built in, but Nokia, Blackberry and Samsung are launching NFC phones soon and the Apple rumour mill suggests that next year's iPhone will have mobile payments. (NFC world has an exhaustive list of handsets).

Ultimately, NFC is another example of a technology that will connect together the 'Internet of Things'. Along with RFID and GPS, it provides another way for us to use our phones as a window into a world of data from connected devices and printed objects, making a seamless link between our data and the increasingly data-driven world around us.

“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.

Commenting on PayPal Access, Damon Hougland, general manager of identity & informatics, X.commerce, says: "Results from early adopters show that consumers are more willing to engage with merchants because they can use their PayPal account to check out instead of having to deal with the hassle of entering name, address and payment information. This has huge implications for mobile commerce and merchant sales among new and existing customers."

The initiative is a key element of X.Commerce, a new division of PayPal parent company eBay, that aims to provide a common set of APIs for building consumer-facing online merchant services.

Other vendors lined up for the PayPal treatment include mobile outfit mFoundry, account opening specialist MeridienLink, community banking vendor BanVue, and airmiles operator ezRezSoftware. The latter partnership envisages the creation of an application that would enable consumers to convert their airmiles points into cash for spending on the Web.

Dan Schatt, general manager of financial innovations at PayPal, explains: "With this partnership, airline and other reward programme members will have access to the entire 'catalogue' of merchandise the Internet offers by using their rewards anywhere PayPal is accepted."

Set for take-off in 2012, United Airlines' frequent flyer programme, will be the first rewards scheme to allow PayPal account holders to use miles as a currency.

That’s where the $10 of free pizza comes in. Merchants can add rewards to LevelUp that are already waiting for customers the first time that they use the app. Customers earn free credit at that merchant every time they spend money there using the app. It functions like a loyalty card.

But is that enough to get people scanning their phones instead of their credit cards? T-Mobile is betting on it. They’ve partnered with the startup to provide merchants with scanning hardware that replaces the merchant app and makes it easier to accept LevelUp payments. Since launching in October, the startup has accumulated 100,000 users and teamed up with more than 1,000 merchants in San Francisco, New York, Boston and Philadelphia.

With more than 350 locations, Villa Pizza is their biggest partner merchant yet. If you had plans to be in Time Square on New Years Eve, would LevelUp’s $10 deal persuade you to check it out with your phone?

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.

While the aforementioned offers have expired, merchants can set up new Foursquare check-in deals via Amex's "Go Social" self-service center for SMBs.

Here's how the Amex-Foursquare marriage works for consumers: Sync Amex card with Foursquare account online. Check in at a location. Tap a "redeem offer" button. Pay with Amex card. Get a Foursquare push notification about the money-back reward (see image) within moments after the card is swiped by the merchant.

Swipely has begun working with 150 merchants in Boston, its launch market. The start-up offers consumers the chance to sync a credit card to its loyalty program. From there, whenever they spend money at a participating merchant, they can receive a reward or discount. Swipely supplies local businesses with point-of-sale signage and materials to promote the program.

Angus Davis, Swipely CEO, said his product should attract consumers and businesses alike because of its usability. There's no need for a smartphone app, much less a printed voucher, he said, in order for shoppers to get rewarded for retail store visits.

"Consumers don't have to change the way they behave in order to check in," Davis said. "Nor do they have to change the way they pay by scanning a QR code [or] using newfangled technology. Our program employs technology that everyone already has and uses."

He added, "For the local merchant, the program doesn't require any changes in the store. They don't have to upgrade hardware, install software, implement any special cards, or re-train their staff."

The 33-year-old CEO said his company would expand to New York, San Francisco, and other major cities in the first half of the upcoming year. "I do think that 2012 is a very ripe time for disruption," Davis said, "especially as the payment space interacts with Main Street merchants."

Other noteworthy developments as digital wallets came into focus during 2011: March/April:Groupon and LivingSocial launch "GrouponNow" and "Instant Deals", respectively, which allow consumers to buy time-sensitive offers with one click on their smart phones. To use the mobile commerce feature, users need to input their credit cards into their daily deals accounts. May 9: Scvngr struck a partnership with American Express to make redeeming LevelUp deals easier for consumers. Amex members who buy the deals need only use their cards while making a purchase to get the discount. As is the case with Swipely, it's not necessary to show the store clerk a paper voucher, barcode, or message on a mobile screen. May 26: Google introduced Google Wallet, which lets consumers pay for Google Offers and other items through their Google account. The Wallet mobile app works with credit card users for Citi, MasterCard, and First Data. Aug. 1: Verizon partnered with Amex to serve as the mobile carrier's digital wallet platform. The telecom was one of the first in its competitive space to create its own digital wallet.

Offline payments The test is running for five days, during which time anyone who downloads the app from the Android store or Apple store in Sweden and enters their PayPal credentials can receive an NFC sticker when they arrive at one of the two stores so they can tap to pay for items in the store.

“Our wallet lives in the cloud and not on devices. There are plenty of ways to access your wallet in the cloud and NFC could be a great way to do that.”

“We think it is a very interesting technology and we are looking at ways to use it,” he said. “It is one of the technologies that we are looking at – we are not betting the bank on NFC.

PayPal parent company eBay has not been a big supporter of NFC – or near-field communications – technology. However, as a leader in the alternative payments space, it makes sense that PayPal would want to investigate NFC.

“While eBay maybe hasn’t been a big proponent, PayPal has been quite vocal about the opportunity,” said Drew Sievers, CEO of mFoundry, Larkspur, CA. “PayPal is the biggest jewel in the eBay empire, so their vision is, in my opinion, the most interesting driver for eBay corporate.

“PayPal’s publicly stated goal is to become as important a payment option offline as it is online,” he said. “NFC is a potentially disruptive technology that could offer fertile ground for PayPal’s offline payments endeavors.”

NFC has been embraced by numerous companies such as Google, Isis – which is a partnership of AT&T, Verizon and T-Mobile – and others. However, there are significant challenges facing these companies’ efforts to expand NFC as there are still a limited number of mobile phones available that support NFC.

However, PayPal – as an alternative payment solution – also faces the challenge of getting retailers to accept PayPal payments if it were to try for a broader NFC roll out.

“PayPal faces the same challenges with NFC as everyone else in the ecosystem: NFC-enabled phone penetration combined with merchant acceptance penetration,” Mr. Sievers said.

“In fact, they face an additional challenge since nearly every existing NFC-enabled merchant takes Visa, MC, Amex, and Discover, but those same points of sale don’t take PayPal yet,” he said.

“So PayPal has two things to sell: NFC acceptance and PayPal acceptance. That’s a tough sell.”

Long-term strategy While the NFC test is limited, it is another example of how PayPal is trying to bring its technology to bricks-and-mortar retailers. PayPal wants to get merchants to use PayPal and is looking for ways to embed PayPal in the shopping experience via applications, deals and a variety of other merchant services.

“EBay is recognizing that NFC is one of those things that would enable them to grow more in a physical retail environment rather than providing online or electronic transactions,” said John Devlin, London-based group director of AutoID and Smart Cards at ABI Research.

However, it is likely to be some time before PayPal would be able to deploy an NFC solution on any kind of scale. “This is something that they are thinking about on a medium to long-term basis,” Mr. Devlin said.

“In the next couple of years, NFC is really going to be used at the local or national market level rather than an international basis,” he said. “Once it becomes more widely available, that is when PayPal would be more actively interested in pushing ahead.

The sticker model of NFC – where an NFC sticker is placed on a mobile device to make it compatible with an NFC reader – is more of a limited solution.

“It is not able to plug into the handset and take advantage of all of the different smartphone functionality,” Mr. Devlin said. “It has advantages in that you can upgrade existing handsets quickly and easily but I don’t think anyone is really pushing ahead with stickers for a long-term consumer solution on a mass market level. This indicates that this is a trial rather than a precursor to a wider deployment.”

Proximity payments PayPal expects to do $3.5 billion in mobile payments this year using its existing payments solutions. The NFC mobile app test is another way that it is experimenting with new payments solutions as proximity payments grow “This is what we’ve always done – experiment and test and be open to partnerships to drive innovation,” Mr. Nayar said. “What we are going to start to see soon is the growth in proximity payments where you need to be in contact with a reader of some sort,” he said. “This can be done with Bluetooth, RFID and NFC is another way to do it.”