Wireless Wave - Spring 2008 - (Page 20)

Expected Mobile Finance Users and NFC Transaction Users in North America 35 30 34.5 pon and discount offers from various merchants. Last fall Sprint introduced Mobile 25 a mobile shopping portal, Mobile Finance 19.4 Users 20 Shopper, powered by mShopper, that allows Sprint data subscribers to do 15 price comparisons using their wire8.9 10 NFC less device as well as making pur7.2 Transaction 4.7 5 chases from their wireless device. 2.4 Users 1.8 .26 .25 .05 Contactless payment via cell 0 phone is another area most carriers 2008 2009 2010 2011 2012 Source: In-Stat, 12/07 are exploring. Sprint is currently parMobile Finance is online banking, personal payments and other ﬁnancial applications. NFC Transaction is the use of a cellphone for ticipating in trial with BART (Bay contactless payments as well as contactless ID such as loyalty cards. Area Rapid Transit) in San Francisco that allows volunteers to pay their train fares “Banking is where the customers are startby swiping their Sprint or Boost cell phones ing, it’s where the comfort level is right now,” over sensors in contactless payment terminals. says Lee Daniels, vice president of consumer AT&T conducted a contactless payment trial development at Verizon Wireless. in 2006 at the Philips Arena in Atlanta. “We Providing such services involves complex used a Nokia candy bar style phone that was interactions between a wireless carrier and a linked to a Chase credit card or prepaid financial institution. Third party “trusted seraccount. The consumers could use that phone vice managers,” such as Firethorn or VIVOtech, to purchase concessions and other items while serve as the interface. inside the Philips Arena,” says White. “Some of “The role of the trusted service manager is the newer, alternative payment providers could to bridge the gap between the security control also use it for content discovery. We embedded needs of the financial institution and the secu“In reality, smart chips in posters around the arena, so rity control needs of the wireless operator,” the ability to when consumers held their phones up to them says Spencer White, director of mobile financial it would read the chip in the poster and start a services for AT&T. “The trusted service manager interact with an data session. It sent them directly to a mobile facilitates the download and maintenance of advertiser, the web page that featured the teams that were account information only when both parties ability to watch playing and gave them the ability to view and agree it’s allowable and appropriate for that a video or listen download fan-oriented content for that team transaction.” and that venue.” Last May, Cellular South began offering to music from AT&T also ran a contactless payment trial in another type of financial service, a peer-toyour mobile New York City in 2007, linking a few hundred peer mobile payment system called Obopay. via scanning a participants to a Citibank credit card. The With this service, customers can use their cell code is probably phones could be used to make payments at varphones to replenish a prepaid credit or debit ious fast food restaurants, pharmacies, parking card. The service has proved particularly popugoing to be lots, theaters and subway lines. lar with parents who use it to recharge cards more readily Customers used the technology even more for children away at college. available in the than originally anticipated. “The whole contactless technology was originally touted by Moving beyond banking short term than payment networks as a way to tap into the cash Most carriers are also testing or already some commercemarket; they wanted to make it easier and fastoffering a few other types of m-commerce related near-field er than cash and the traditional credit prodopportunities. communications ucts,” says White. But AT&T discovered that Cellular South is currently testing a mobile customers were willing to use the phone for ticketing service for sports and theater venues, or contactless larger purchases. The average spend in pharmawhere the ticket is sent to a cell phone and applications.” cies, for example, was more than $40. “That scanned as the customer enters the venue. The Brian Stankiewicz breaks the sort of magic $25 market that is tracompany is also offering Cellfire mobile couAlltel ditionally considered the realm of cash,” White poning, an application that allows customers adds. access on their cell phones to a variety of couUsers (Millions) W ir e l e s s W a v e 20

Table of Contents Feed for the Digital Edition of Wireless Wave - Spring 2008

Wireless Wave - Spring 2008 Contents A Letter from Our Chairman A Letter from Our President Pryor Approval The Promise of M-commerce Moving Targets Foreign Service Multiple Choice Legs, Regs, and Wireless Wireless News The Supplier’s Voice CTIA Welcomes New Members Index of Advertisers Roaming with….

Wireless Wave - Spring 2008

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.