A couple of announcements this week have successfully reignited the mobile payments and mobile wallet debate. While Apple is rumoured to be working on adding Near Field Communication (NFC) technology to the much-anticipated iPhone 5, Orange and T-Mobile is set to offer contactless payments via mobile devices in the UK this summer. Such capabilities will transform e-commerce, and organizations need to ensure they stay ahead of the game.

There’s no doubt that NFC will take off, and iPhone 5 has the perfect opportunity to capitalize on this with its existing customer base from the App Store. As Apple gain traction, the next step will be for merchants to adopt compatibility technology. Widespread adoption of iPhones, combined with a desire for speed and convenience is likely to make this an inevitable progression for the mobile market.

Fragmentation of the mobile market is moving at a rapid pace and it doesn’t seem to be holding back any time soon. No-one can predict who the winners of the mobile payments ecosystem will be and the sooner retailers realize this, the more secure their mobile offering will be. The cornerstone in any mobile offering should be the ability to cope with any future development.

The question is – do you really want to be at the mercy of an ever changing, ever evolving mobile market? Or do you want to be a thought leader and early adopter in the mobile marketing space?

So, what can a future proof, cross-platform strategy can offer you?

  1. Ahead of the trend – you’re there before your competitors, with a quality offering that is respected and trusted by your customers
  2. Agility – moves in regulation and processes in mobile payment is automatically adhered to
  3. Clarity in the chaos – specialists in mobile strategy ensure that every base is covered, and every problem has a solution even before the issue arrives
  4. A reputation for quality without exception that gives enterprises a competitive advantage

What are too many organizations still doing wrong?

  1. Large scale implementations are ignored because enterprises are failing to invest in their future with a holistic approach to mobile marketing
  2. Pressure to compete on the present leading devices, meaning future devices are ignored despite the fragmentation and uncertainty in the market – a risky strategy to say the least
  3. A one-size-fits-all approach means that the advantages of native devices aren’t fully utilized, and result in a sub-standard offering
  4. Proliferation of devices means that organizations feel that they simply can’t keep up, but with an ‘empowering, everywhere’ solution this is all taken care of, automatically

All in all, it really is possible to create an end-to-end, risk free, future-proof mobile marketing deployment including NFC, barcodes, stickers, PIN/OTP transactions and much more from a single codebase – so my advice is not to accept anything less.