Category: Featured News

The automaker is joining up with the credit card giant to let people make purchases through their vehicles.

Visa has now opened up its mobile payments platform to auto manufacturers and Honda has decided that it will be among the first that will be teaming up with the financial services giant to turn its vehicles into credit cards.

This combination between Visa and Honda to use cars as mobile wallets was demonstrated at the Mobile World Congress.

The goal of this combination is to make it possible for people to pay for items they want to purchase using mobile payments services that are built right into their vehicles. That way, they will be able to buy products without ever having to leave their cars. This could be considered to be highly convenient in situations such as paying for fuel or buying food at a drive-thru. The service is based on the Visa Token Service that would help to make sure that the transactions remain secure.

That mobile payments service uses tokens, otherwise known as digital account numbers, for safe storage.

Visa has been working with the Honda Developer Studio in order to be able to come up with a proof of concept that would make it possible for shoppers to be able to pay for various products and services such as fuel or parking, while behind the wheel. The idea is that they would be able to use a simple tap of the finger to be able to complete the transaction by way of mobile apps that have been integrated into the vehicle’s infotainment system, which is based on the Android Auto SDK OS.

According to the Visa executive vice president of innovation and strategic partnerships, Jim McCarthy, “The notion of transforming a car into a platform for payments is not as far off as some may think, and we have made a great deal of progress since first introducing the idea one year ago.” He added that by teaming up with Honda in order to be able to test out the prototypes, it brings them that much closer to being able to implement it into a real commercial scenario, “which we think provides exciting opportunities to everyone who plays a role in the payments and automotive ecosystems.”

Honda has already partnered with ParkWhiz in order to test out the mobile payments system. That startup is behind the reservation and payment for off-street parking in New York, Chicago and San Francisco by way of a mobile app or standard website.

A recent Leanplum analysis of 671 million push notifications has revealed that smartphone ads are just scratching the surface.

Mobile marketing automation platform, Leanplum, has announced that it has completed its first research study, which it has published under the title “Breaking Barriers to Push Notification Engagement.”

This research determined that the majority of push notification users were not reaching their potential.

The study was based on the results of an analysis conducted by Leanplum, which examined 671 million push notifications and 1.4 billion in-app events. What they found was that while there is a great deal of potential to mobile marketing through push notifications, the majority of the marketers around the world who were using this technique were not living up to that potential. The analysis determined that, as a whole, approximately 63 percent of marketers were missing their targets when it came to the messaging itself, the frequency of their marketing efforts via mobile apps, and even their timing.

There were a number of key findings that may provide helpful insight to mobile marketing firms.

Among the key findings from Leanplum’s study were:

• North American app marketers were especially prone to missing engagement opportunities with their users during evening hours. App users in that region typically open push notifications at 8 p.m. at a rate that is four times greater than the ads are actually being sent.
• In terms of notifications sent versus those that were opened, the times marketers were issuing their push notifications and the times at which users were actually most likely to open and engage with them were not synchronized. This was a worldwide issue based on out-of-date messaging strategies.
• Mobile marketing firms often fail to shift their efforts with time zones. For example, marketers focusing on Europe, the Middle East and Africa (EMEA) are sending pushes that are reaching people at midnight, while the majority of recipients are sleeping, since they are aiming at reaching people during peak North American times. A change in the timing of push notifications based on the time zones in which the recipients reside could greatly enhance engagement results.