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Mobile Payments – The Future Is Now
Insight report on current point-of-sale initiatives including a deep dive
into 10 real world examples
December 2012

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Report structure:
A. Executive summary*
B. Definitions and focus areas for the report*
1. Selected statements and articles you should read
(3 pages)
2. Key findings (2 pages)
3. Deep dive: Spotlight on 10 real world examples*
(75 pages)
* See subsequent pages for examples from this
section.
Methodology:
For all examples we include quick facts, business cases, our commentary and analysis, and screenshots, as
well as statistics and other insight we have obtained from both the public and secure pages of our global
panel of real bank accounts.
The report comprises 90 pages.
See the very latest in point-of-sale initiatives
from around the world
Objective:
The key objective of this research was to understand
what type of point-of-sale mobile payments
initiatives are available in the market including:
• How are these initiatives positioned (the business
model and partnerships)?
• How do a selection of these services work – hands-
on – from customer enrolment to on-going usage?
• What are these services bringing in terms of
customer value – outside the actual payments
element?

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Objectives
The objectives of this research is to support internal planning and decision
making processes.
What type of point-of-sale mobile payments initiatives are available in the
market?
• How are these initiatives positioned (the business model and partnerships)
• How do a selection of these services work – hands-on – from customer
enrolment to ongoing usage
• What are these services bringing in terms of customer value – outside the
actual payments element
Key Issues Covered
We start of by defining the often confusing terminology around mobile
payments and outlining our research focus.
In Chapter 1 we look at news, statistics and articles from influential
commentators and major players in the world of mobile payments.
Chapter 2 lists some of our key findings we have uncovered during the
research for this project, some of which will become apparent in Chapter 3.
In Chapter 3 we identify and investigate 10 key initiatives spanning different
types of providers, countries and technological solutions
We finish with a conclusion and a brief look towards the future…
Executive SummaryA
Key themes
Many key players around the world are
experimenting with alternative payment trials,
with no dominant approach evident.
NFC payments are on the radar, with many banks
experimenting with iCarte cases for iOS devices.
However, as all the differing approaches prove,
mobile payments are not currently just NFC
payments.
Telecoms providers have partnered with banks or
formed their own sole or joint ventures.
The involvement of many stakeholders can in part
explain some past failures and the fragmentation
of the market.
Some of the existing mobile payment solutions
provide the ‘wow’ factor which will help drive
early adoption.
Add-on services provide a huge revenue
opportunity for mobile payments providers and
added value for customers.
Sample page from report

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1. Kaching by Commonwealth Bank (AUS)
2. TouchPay by NatWest (UK)
3. KIX by BNP Paribas (FR)
4. SEQR by Seamless (SE)
5. Mon Panier (My cart) by Carrefour (FR)
6. PayPal inSTORE by PayPal (UK)
7. EasyPay by Apple
8. Square Wallet by Square
9. Google Wallet by Google
10. Isis Wallet by Isis (USA)
Spotlight on 10 real world examples: Summary3
We have identified 10 different initiatives spanning different types of providers, countries and technological
solutions. The key purpose of each service is explained below.
On subsequent pages we give extensive insight on each initiative including quick facts, business cases, our
comments and opinions.
Where relevant we also include quotes and comments around the different initiatives as picked up in our
ongoing monitoring of developments within the field.
Sample page from report

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Quick facts
• The Wallet organises payment cards, offers and loyalty cards in one app
• Point-of-sale payments can be made at Isis ready merchants (currently available in
Salt Like City and Austin).
• Payments are made through the use of NFC technology – users tap their
smartphones to pay and the app is protected with a 4 digit PIN.
• Offers, deals and promotions are stored in the Wallet.
• The Wallet comes with a Isis Cash Card which is preloaded with $10 when the
service is activated and another $15 will be added when the user make the card
reloadable.
• At the moment only selected cards from American Express, Capital One and Chase
can be added to the Wallet.
• Consumers interested in the service are urged to buy an Isis Ready™ phone either
AT&T, T-Mobile or Verizon and then get the app.
Business model
Isis is a joint-venture between network operators AT&T, T-Mobile and Verizon
founded in November 2010. It has struck deals with four major credit card companies
(Visa, MasterCard, American Express and Discover) and also got the support from six
handset makers. Furthermore they have partnered with four large POS system.
Payment credentials in stored on a secure element SIM. When cards are inserted to
the app they directly connect to the banking servers meaning that Isis doesn’t see any
of the data. They want to keep their role as service providers, facilitating a neutral
platform. Isis plan for now is to make its money from the card issuers*.
Mapa comments
The joint the venture has taken time to build a strong and credible proposition
through partnerships with major brands at all ends. It is now time for getting users on
board this will need more effort by all parties involved. Also, the current exclusion of
iPhone users is a challenge.
Real world examples: Isis Wallet – Overview3
Extract from Isis press release
“MasterCard has been working with industry
partners like Isis to turn mobile phones into secure
payment devices and create better shopping
experiences for both consumers and merchants,”
said Mung Ki Woo, group executive, mobile,
MasterCard Worldwide. “The use of NFC technology is
a path to an improved consumer experience, and the
launch of the Isis Mobile Wallet – combined with the
growing number of NFC-enabled handsets – will help
make mobile commerce a reality for millions of
consumers.”
“Today’s launch of the Isis Mobile Wallet is a
significant achievement in terms of enabling
consumer adoption of mobile payments,” said Suzan
Kereere, senior vice president and general manager,
American Express, Global Network Business. “Mobile
commerce holds the promise of dramatically
enhancing consumers’ shopping experience, and
American Express’ first priority as a network is to
provide choice and flexibility for all industry
participants as we work together to influence the
speed and growth of mobile NFC payments in the
U.S.”
Isis pressrelease, October 2012
bit.ly/KjFPDv
*bit.ly/HlTI7L
Sample page from report

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3 Isis Wallet – Making the payment
1. Login using 4 digit PIN 2. Choose payment and
loyalty card. Make sure the
green NFC button at the top
is lit
3. Touch the merchant
terminal to initiate the
transaction
4. Confirmation screen
summarising details sent
After login using the 4 digit PIN users can either pay directly using the default card or select another preferred payment card (listed at
the top row of the screen). The payment card can be combined with an applicable loyalty card (listed at the bottom row of the screen).
Users than tap their smartphone on the merchant terminal to conduct the transaction. Receipts can be viewed within the app.
Demo of payment process:
bit.ly/ZeWF2m
Sample page from report

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When users first sign up for the Isis Wallet and provide their home ZIP code they will receive a selection of special offers from
participating Isis merchants. To continue receiving offers from these and other merchants they actively need to choose to follow them
from the directory in the Wallet. Future offers and messages from selected merchants will then appear in the Iris feed within the app.
Isis Wallet – Add-on features3
Notification feature highlights
when you new messages
are available to read within
the Iris Feed
Irss Feed page Information regarding
existing loyalty card
including current offers
Option to add an offer
to a purchase
An additional ‘Clip to Isis’
feature enable users to send
offers from participating
merchants to the app
Sample page from report

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About Mapa Research
Mapa specialise in digital and mobile retail
Financial Services research. We have a global
reach and are experts in our field.
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The best way to get in touch:
Edward Chatham, Managing Director
Edward@maparesearch.com +44 (0)20 7727 3130
Niklas Olsson, Report Manager
Niklas@maparesearch.com +46 (0)70 739 85 42