According to a report on Mashable, Visa has entered a partnership with the MTA to allow the smartphone carriers of New York to pay fares with the wave of their iPhone, dubbed the payWave system. Visa is also working with Bank of America to bring smartphone payments to retaliers in the the City. Both initiatives would use a touch-sensor at registers or stalls to facilitate quicker transactions.
On the surface, it is not surprising that with the advent of QR codes, retailers are looking to delve deeper into mobile applications to further gage personal data profile. I have yet to be convinced, however, that paywave systems are the technology of present time. The MTA entered a partnership with Citibank a few years ago, allowing consumers to wave their card along the 6 train for gate access, but has not really deployed the system across the grid. Advertising on the project has been scarce as well, leading one to believe that the MTA is still too byzantine to market new services at an efficient level. I don’t even need to get into their hackneyed fare raise initiatives to justify my point.
I think for those who have trouble remembering their core pocketbook items, the system can be a boon as a backup service. For all the demands being placed on our smartphone, however, I would recommend a second battery that is charged. At the moment, Lexington Avenue will experiment with the payWave technology, with future projects scheduled in L.A., while other global destinations such as Singapore, Malaysia, Paris, and Istanbul have jumped on. To see the payWave system in action, jump on the 1 train below.
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Posted by Abdul Fattah Ismail
Posted in Interactive Marketing, Marketing, Mobile Applications, Mobile Marketing, blog, green marketing |
Tags: abdul fattah ismail, bank of america, Blueliner Marketing, digital marketing nyc, mashable, Mobile Applications, Mobile Marketing, mta
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