Category: NFC Technology

This deal between the sandwich chain and the service formerly known as Isis will rule out Apple Pay for the moment.

Subway, the sandwich chain, is now teaming up with Softcard in order to provide customers with the opportunity to use mobile payments to pay for their meals instead of a traditional credit or debit card.

The announcement stated that the NFC technology based mobile wallet will be usable at Subway next month.

As of October 1, Softcard mobile payments will be an accepted form of transaction at Subway. This joint venture among Verizon Wireless, T-Mobile USA, and AT&T Mobility was originally called Isis Wallet, but recently rebranded itself in order to place some distance between its name and the militant group that is currently terrorizing parts of the Middle East. This app is now supported by over 80 different mobile devices and is preloaded on over 30 of them.

The Softcard wallet will let customers choose their smartphone as a payment method.

All that customers need to do to use this mobile payments service through their NFC enabled smartphone is to tap the terminal at the Subway restaurant. This is now being rolled out after having completed a pilot program last year. Now, it will be available in over 26,000 locations of the restaurant found throughout the United States.

That said, despite the fact that the iPhone 6 now finally has NFC technology built into it, its users will still need to continue to use traditional transaction methods, at least for the next little while. The reason is that the Apple Pay service has been launched by that device maker and the iPhone 6 will be restricted exclusively to that service, at least for the first year after its release. Therefore, despite the fact that the technology is compatible, the wallet formerly known as Isis will not be available for Apple smartphone users.

That said, Michael Abbot, the CEO of Softcard, has stated in a recent blog post that the company is “actively working with Apple” to make that mobile wallet compatible with the iPhone 6 at some point next year.

Apple could have trouble engaging consumers in the Japanese market

Apple is having trouble finding traction in the Japanese mobile payments space. The country served as the launch for a pilot project from the company. The project focused on mobile payments, using the iTunes platform as a way to make purchases. Recently, Apple unveiled its new iPhone 6, which will be the company’s first official foray into the field of mobile commerce. In Japan, the device was received with relatively modest interest.

Mobile commerce has been around for more than a decade in Japan

Mobile payments have been around in Japan for more than a decade. The country is often considered to be the birthplace of mobile commerce, largely due to the high adoption of smartphones and other mobile devices among Japanese consumers. As mobile devices became more common, Japanese consumers began to demand new mobile-centric services. As such, businesses began embracing the mobile space and accepting payments that were made from these devices.

Consumers have a great deal of experience with NFC-enabled mobile devices

Many mobile devices in Japan are equipped with an NFC chip called Felica. This chip was first introduced to the market in 2004 and now has a home in nearly every mobile device sold in the country. The iPhone had been one of the very few devices sold in Japan that did not have a Felica chip installed in it. This will change when the iPhone 6 hits the market, but whether or not it will be able to compete with other, more well established mobile payments platforms is uncertain.

Japanese consumers show modest interest in the iPhone 6 and its capabilities

Japanese consumers have had years to get comfortable with mobile commerce. They have come to expect many things from the mobile platforms that they use on a daily basis and platforms that do not meet these expectations do not last long in the market. Apple has limited experience when it comes to mobile commerce, and this has placed the company in a precarious position when it comes to engaging Japanese consumers.