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MasterCard eyes QR codes for secure mobile commerce

| November 10, 2012

 

MasterCard teams with ING Bank to focus on QR codes

MasterCard has beguMobile Commerce qr codesn testing new ways to allow consumers to make online transactions securely. The financial institution envisions a platform that will protect consumers from the risks they face in the online world while also providing them convenient service. The company’s PayPass platform has become somewhat popular in mobile commerce, but MasterCard is looking to expand the capabilities of this platform and has set its sights on QR Codes. MasterCard has teamed with ING Group, a Dutch bank, to launch a trial project for its new initiative in the Netherlands.

QR codes becoming much more than marketing tool

QR codes are widely used in mobile marketing, but have seen some use in the realm of mobile commerce. The codes first rose to popularity in Japan in the 1990’s, where advertisers would use them to provide engaging content to consumers. The codes have filled this role all over the world since then, but have begun expanding beyond their advertising roots. QR codes have begun seeing use as parts of virtual stores, wherein consumers can scan the codes to purchase particular items from a mobile website that is associated with a retail store.

Netherlands trial will put QR codes to use in mobile commerce

MasterCard believes that QR codes would be a secure platform for mobile transactions. The company, along with ING Group, are keen to see how the codes can function in mobile shopping in the Netherlands. The PayPass platform is MasterCard’s flagship mobile commerce platform and will participate in the trial. Consumers with be able to use the PayPass to make purchases of goods through a number of participating retail stores. Consumers will also get a chance to use QR codes, which can be scanned to facilitate a mobile transaction through a secure website.

Viability of barcodes to be put to the test through 2013

The trial will run through the first quarter of 2013. MasterCard and ING Group will collect data concerning the trial to determine the viability of QR codes in mobile commerce. If consumers find the codes to be efficient, they may soon become much more than a simple marketing tool. This will be especially true if MasterCard can see that the codes are able to facilitate a more secure form of mobile commerce.

NFC technology beginning to gain foothold in advertising

| November 10, 2012

 

Demand for interactivity spurs more support for NFC technology

Consumers are becoming more relinfc technology mobile commerceant on their mobile devices, using their smart phones and tablets to stay connected to each other and make daily life more convenient. The love that consumers have for mobile technology has created a promising opportunity for advertisers that are looking for ways to engage these consumers. In the past, these advertisers had turned to QR codes to engage mobile consumers. As technology has advanced, the wants of consumers have evolved, thus creating a high demand for interactive experiences. NFC technology may be the key to engaging these consumers on a level they are becoming more familiar with.

NFC begins to move beyond mobile commerce

NFC technology is most often used in the field of mobile commerce. In this field, the technology can be used to transform a mobile device into a payment platform. The success of NFC technology in mobile commerce has won it the attention of the advertising industry, which is on the lookout for new interactive technologies that could be used to catch the attention of consumers. NFC has been used sparingly in the past for marketing, but now the technology is gaining a swell of support from advertisers looking to move away from QR codes and provide consumers with a more engaging experience.

NFC tags able to grab the attention of mobile consumers

NFC tags are one of the more popular marketing tools that are being used in the marketing business. These tags, which are similar to stickers, can be affixed to nearly any surface and programmed to contain a wide range of digital content. When these tags are activated by an NFC-enabled mobile devices, such as a smart phone or tablet, consumers can experience the content embedded within the tags. This content can be anything from simple text to interactive video.

NFC technology could provide marketers with valuable consumer information

Beyond digital content, NFC technology can provide valuable information to marketers concerning the consumers that use NFC tags. These tags can gather information from a user’s mobile device, such as how long they were engaged by the content they activated and other analytic data. In this way, NFC technology could be a major boon for marketers looking to fine tune their campaigns to reach a specific demographic.