Category: Featured News

First contactless mobile payments in India to be launched by ICICI Bank

The financial institution claims that it has chosen NFC technology in order to enhance transaction security.

ICICI Bank has recently announced that it will be offering the first contactless mobile payments service in India, after having looked into the various options and decided that NFC technology is the best way to keep transaction data safe throughout the process.

This will make it possible for consumers with one of their credit or debit cards to pay using a smartphone.

Of course, this will require that consumers who want to use the contactless mobile payments will need to shop at a store or restaurant with an NFC reader terminal. At the moment, they are in the vast minority in India. Still, the bank has decided that this is the best way to ensure that consumers keep their sensitive data safe throughout the transaction process, which is what drove them to make this choice. Users of the bank’s Pockets app and who have the right type of device will be eligible to use this service.

This represents the first time that Host Card Emulation (HCE) technology is used for contactless mobile payments in India.

ICICI Bank - Contactless Mobile PaymentsThe HCE tech makes it possible for consumers to be able to use their smartphones as a kind of virtual card so that payments can be made without having to bring the actual plastic credit and banking cards into the shop. The cards compatible with this service are those that have been issued by ICICI Bank, including debit, Visa and MasterCard.

The virtual credit and debit card data is stored in the secure cloud server from the bank. Just as the service requires a merchant’s point of sale to include an NFC reader, it also means that shoppers who want to use these mobile payments will also need to have NFC technology enabled phones. Most smartphones in India do not have this tech, at the moment, which means that there will likely be quite a limited user base upon the initial launch of this service.

Contactless mobile payments using NFC technology are growing in popularity among smartphone wallet companies around the world, including tech, credit card and other financial giants. Among the most well known are Apple Pay and Android Pay.

Taco Bell tracks phone user habits to target its mobile ads

The goal is to ensure that people will be swayed and will want to buy from the breakfast menu.

Taco Bell knows that the millennial generation is its primary target market, and the fast food company is now tracking its cell phone toting customers in order to be able to best design their mobile ads strategy.

The idea is to reach these mobile device users the moment they get up in the morning to make them crave breakfast.

Not just any breakfast, of course. The mobile ads are a part of a campaign to help to promote the new breakfast menu. Earlier this month, Taco Bell rolled out 10 new breakfast items with the highly affordable price tag of only $1 each. This is the latest step in encouraging people to think of their quick service restaurants for their first meal of the day – an effort that began back in 2014.

To make sure these mobile ads go out at the perfect moment, Taco Bell tracks customer phone activity and data.

Taco Bell Targets Mobile AdsAccording to the Taco Bell vice president of media and brand partnerships, Juliete Corsinita, “We’ve honed our media skills over the last couple of years.” As a part of this effort, the company is also working with Aki, a mobile advertising firm that attempts to “target mobile moments”.

The way Aki works is that it starts by tracking the phone activity and data of a mobile device user. This allows it to target its smartphone ads based on exceptionally specific habits and behaviors such as knowing which apps are used by a smartphone user first thing in the morning. It can learn the times of day when someone looks at a breakfast recipe as well as the favorite news apps for catching up on what’s going on in the world before the day begins.

Taco Bell has also been tinkering with the Wishbone mobile app that makes it possible for users to ask their followers to complete mini-polls that have participants choosing their favorite images. When the app is opened, they’re asked which between two pictures is the best. Starting earlier this month, one of these efforts in mobile ads in disguise has asked people to choose between a piece of flat bread or the new flatbread quesadilla sold at the restaurants.