Mobile Marketing and Commerce Strategies

An Austria-based NFC specialist, Nexperts, has joined forces with Unwire, a mobile commerce products provider, to bring a mobile wallet to the European market.

The two companies have products that complement each other, including providing customers in telecommunications, baking and transport with integrated products for mobile payment and ticketing. According to Telecompaper, the companies will offer end-users an added-value customer experience aided by their pooled resources for their mobile wallet. Nexperts currently allows for the dynamic scaling of payment, couponing and loyalty services and a multi-platform approach, while Unwire provides mobile payment concepts. Together, they will pool their resources to develop a European mobile wallet.

Yankee Group Research Director Sheryl Kingstone comments

“The future is about creating a mobile experience across the customer life cycle, from mobile marketing to mobile commerce and payments to mobile care. Everyone is vying to get closer to the customer using mobility for everything from customer acquisition to loyalty. Mobility is the linchpin for initiating advantageous buying behaviors and drive winning financial results due to the hyper-local advantages. Tying targeted promotions to transactions can drive incremental opportunities by more than 4 percent by periodically sending relevant mobile offers to your customers to increase their visit frequency and influence their buying behaviors. It’s about understanding the user experience across the lifecycle.”