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1400 16th Street, NW Suite 600 Washington, DC 20036 Main 202.736.3200 www.ctia.org
Expanding the Wireless Frontier
September 18, 2012
Chairman Julius GenachowskiCommissioner Mignon ClyburnCommissioner Robert McDowellCommissioner Ajit PaiCommissioner Jessica RosenworcelFederal Communications Commission445 12th Street SWWashington, D.C. 20554
Re: Wireless Telecommunications Bureau Seeks Comment on the State of Mobile Wireless Competition, WT Docket No. 11-186
Chairman Genachowski, Commissioners Clyburn, McDowell, Pai, and Rosenworcel:
CTIA is pleased to submit the attached paper, Mobile Commerce: Leveraging Ubiquitous Wireless Connectivity to Put Main Street in the Palm of Your Hand, which highlights the innovation taking place in the mobile wireless ecosystem, and particularly in the rapidly growing segment known as “mobile commerce.” The transformative power of mobile broadband communications has been widely recognized, with the Council of Economic Advisors recently observing that “wireless broadband has the potential to transform many different areas of the American economy, as new wireless technologies give new capabilities to consumers, businesses, and the public sector.” This is unquestionably true in the case of mobile commerce, where mobile broadband is creating new opportunities for commercial activity and enhancing the efficiency of transactions to the benefit of both consumers and businesses alike.
With mobile commerce, consumers have access to the goods and services that they demand wherever and whenever they want them. As the attached paper describes, “[w]ith the opportunity to consolidate what they have to carry, the option of using an already ever-present, ever-connected wireless device to make payments, use coupons, compare prices, and organize payment cards is appealing for consumers.” And businesses are enjoying previously-unimagined opportunities to make available products and to tailor offerings to the needs of their customers. CTIA provides this update on the burgeoning field of mobile commerce to inform policymakers of the innovation and the investments that are being made into the mobile ecosystem by network providers, applications developers, and manufacturers alike and to again highlight the importance of bringing to market additional spectrum, which is the lifeblood of the mobile ecosystem.
The world of mobile commerce has grown exponentially in recent years, and all signs indicate that it will continue to do so. Among the significant developments discussed in this letter, CTIA highlights the following facts:
• Experts predict that mobile commerce in the U.S. alone will reach $11.6 billion in 2012, and may reach $31 billion by 2015.
• The use of mobile devices for purchases during the holiday season increased by 552 percent from 2010 to 2011.
• Over 80 percent of the top 100 U.S. retailers have developed some sort of mobile commerce application.
• All four of the major wireless carriers have partnered with third parties to create mobile wallets using the handsets and devices.
• Mobile commerce applications and services have been used by presidential campaigns, the Olympic Committee, charitable organizations, small businesses and countless others.
As these statistics and the attached paper demonstrate, improving the stream of commerce is yet another way that the competitive mobile wireless industry is enhancing the economy, creating jobs, and delivering value for consumers.
In the last two weeks alone, three publications, The Wall Street Journal, USA Today, and Travel and Leisure each presented robust reports on mobile commerce. The 8-page piece in the Journal was entitled “How to Do Almost Anything on Your Mobile Devices.” The six-page Travel and Leisure piece was entitled “The 60 Best Apps and Websites for Travelers.” And, the USA Today article, entitled “Retailers Introduce Apps for In-Store Navigation,” identified Walmart, Wallgreens, and Home Depot, among others, as companies launching in-store mobile applications. These are just some examples of the attention that these new mobile commerce efforts are receiving from consumers and reporters alike.
This paper details many of the innovations that are making the adoption of mobile commerce possible, including the development of Near Field Communications (“NFC”) technology, credit card readers that attach to smartphones, new payment systems, mobile commerce applications, location based services, and Quick Response (“QR”) codes. Indeed, readers of this letter can access the full paper by scanning the QR code to the right.
Of course, none of this would be possible without robust mobile broadband networks and spectrum. To continue this development of a mobile economy, it is imperative that policymakers redouble their efforts to make available much-needed spectrum. Additional spectrum will be required both to meet rapidly expanding consumer demand and to ensure the robust features and security that U.S. businesses and consumers will require. This paper also reinforces the importance of allowing carriers, manufacturers, and third parties to continue to collaborate, invest, and innovate, providing American consumers and businesses with the wireless services they demand. We look forward to working with you on those efforts, and to advancing our common goal of continued global leadership by the U.S. wireless industry.
Thank you for your consideration, and please let us know if you have any questions.
Sincerely,
Christopher Guttman-McCabe
Vice President, Regulatory Affairs
CTIA–The Wireless Association®
Mobile CommerceLeveraging Ubiquitous Wireless Connectivity to Put Main Street in the Palm of Your Hand
Mobile CommerceLeveraging Ubiquitous Wireless Connectivity to Put Main Street in the Palm of Your Hand
Mobile commerce presents the opportunity to take full advantage
of our nation’s wireless resources to enhance the U.S. economy,
create additional jobs, and deliver value for consumers. Whether
used to access information about products, purchase, or sell,
mobile commerce offerings facilitate and encourage the sort of robust and innovative
economic activity that has become the hallmark of the U.S. wireless industry.
This paper details the rapid growth of mobile commerce, including the following highlights:
Experts predict that mobile commerce in the U.S. alone will reach $11.6 billion in 2012, and may reach $31 billion by 2015.
The use of mobile devices for purchases during the holiday season increased by 552 percent from 2010 to 2011.
Over 80 percent of the top 100 U.S. retailers have developed some sort of mobile commerce application.
All four of the major wireless carriers have partnered with third parties to create mobile wallets using the handsets and devices.
Mobile commerce applications and services have been used by presidential campaigns, the Olympic Committee, charitable organizations, and countless others.
In the last two weeks alone, three publications, The Wall Street Journal, USA Today, and Travel
and Leisure each presented robust reports on mobile commerce. The 8-page piece in the Journal
was entitled “How to Do Almost Anything on Your Mobile Devices.”1 The six-page Travel and
Leisure piece was entitled “The 60 Best Apps and Websites for Travelers.”2 And, the USA
Today article, entitled “Retailers Introduce Apps for In-Store Navigation,”3 identified Walmart,
Walgreens, and Home Depot, among others, as companies launching
in-store mobile applications. These are just some examples of the
attention that these new mobile commerce efforts are receiving from
consumers and reporters alike.
This paper details many of the innovations that are making the adoption
of mobile commerce possible, including the development of Near Field
Communications (“NFC”) technology, credit card readers that attach to
smartphones, new payment systems, mobile commerce applications,
location based services, and Quick Response (“QR”) codes.
Indeed, this paper describes just some of the many ways that the
competitive mobile wireless industry is improving the stream of
commerce, accelerating the U.S. economy, increasing productivity,
creating jobs, and providing a platform for innovation not merely
across the wireless ecosystem, but across the U.S. business and
charitable sectors.
I. Mobile Commerce Has Arrived on Main Street and is Open for Business
Mobile commerce is the “use of wireless handheld
devices such as cellular phones and laptops to
conduct commercial transactions online… The term
includes the purchase and sale of a wide range
of goods and services, online banking, bill payment, information
delivery, and so on.”4 The adoption of mobile commerce has
increased dramatically over a short period of time. The use of
mobile devices for purchases during the holiday season increased
by 552 percent from 2010 to 2011.5 One survey found that 48% of
those surveyed had used their mobile phone to make a purchase,6
and worldwide, mobile payments were expected to total $86.1
billion in 2011, up 75.9 percent from 2010.7 In the United States
alone, sales were projected to top $31 billion by 2015.
Mobile Commerce
Mobile commerce is
the “use of wireless
handheld devices
such as cellular
phones and laptops to
conduct commercial
transactions online…”
Source: eMarketer, Nov. 2011 (*indicates projected value)
Mobile commerce encapsulates several different types of
transactions and interactions, which generally fall into
four major categories: payments, shopping, advertising
and marketing, and commerce apps. Mobile payments involve
a consumer shopping in a traditional brick-and-mortar store, but
paying for their purchases using their mobile devices. This can be
done through direct carrier billing, credit cards, direct access to a
bank account, or a plug-in for the device. Mobile shopping entails a
consumer conducting the entire transaction via a mobile device, from
the browsing to the purchasing and payment. Included in this category
are price comparisons and purchases from retailers’ online sites.
Mobile advertising and marketing leverage the mobile technology for
advertising purposes, through tools such as coupons, geographically
targeted offers, and group deals. Last, mobile commerce apps facilitate
commerce through mobile-friendly interfaces and applications. ABI
Research has estimated that 36 billion apps, which are typically
downloaded as software to a consumer’s mobile device,8 will be
downloaded world-wide this year, and mobile commerce apps are an
increasingly important part of this new economy.
In a 2011 survey, consumers reported using their mobile devices
for a wide variety of mobile commerce activities. The range of uses
demonstrates how pervasive and valued mobile commerce has
become.
Source: Deloitte’s 2011 Annual Holiday Survey
II. Wireless Carriers Are Driving Mobile Commerce Forward
Perhaps the primary catalyst behind the mobile commerce
explosion has been the initiative taken by wireless carriers
and handset developers. Through partnerships with other
carriers, developers, or third parties, CTIA members are
enabling consumers to take advantage of the opportunities and
benefits of mobile commerce.
One such innovative partnership has been the creation of Isis, a
joint venture between AT&T, T-Mobile, and Verizon Wireless that
uses Near Field Communications (“NFC”) technology to facilitate
payments through mobile devices.9 The mobile payment platform
Mobile Commerce
allows consumers to make payments, as well as organize their
payment cards, loyalty cards, and special offers. The program is
anticipated to launch in 2012, with initial roll-out in Austin, TX and
Salt Lake City, UT.10 The technology will be available on devices
manufactured by HTC, LG, Motorola Mobility, RIM, Samsung
Mobile, and Sony Ericsson,11 with point-of-sale terminals provided
by Verifone, ViVOtech, Ingenico, and Equinox.12 Isis will be
compatible with several payment cards, as well as an independent
“ISIS Card” that can be loaded using another form of payment.13
Google Wallet is a similar initiative.14 A joint project with Sprint that
also utilizes NFC technology to create a payment system, Google
Wallet is accepted by twenty-two of the nation’s largest retailers.15
There are currently eight phones that are Google Wallet enabled,16
and Sprint has announced plans to introduce ten new phones
this year that can support the program.17 The system has several
security measures in place to help protect consumers, including
encryption of sensitive information and pin-protected access to the
app and payment options.18
Contactless mobile payments using NFC technology, in which a
consumer simply holds their device over a reader, were deployed
at the 2012 Summer Olympics in London, through a partnership
between Samsung and Visa.19 Using Visa PayWave, another NFC
technology, attendees were able to pay for food, beverages, and
souvenirs with their mobile devices at more than 3,000 terminals
set up throughout the venues.
Another industry initiative that uses mobile commerce to its full
advantage is the short code. Short codes are addresses to which an
SMS or text message can be sent. A short code uses fewer digits
than a traditional seven or ten digit telephone number.20 Common
uses of the short code in the mobile commerce context include
direct carrier billing purchases, and charitable giving campaigns.
Short codes can be used to purchase ringtones, games, or other
services. They have also been used as a way to make donating to a
charitable cause simpler, with great success- in the aftermath of the
2010 earthquake in Haiti, approximately $43 million was donated to
various relief efforts via short code replies.21
The mobile payment
platform allows
consumers to make
payments, as well as
organize their payment
cards, loyalty cards, and
special offers.
Mobile Commerce
Carriers are also working to make mobile commerce easier
for both retailers and consumers. AT&T has partnered with
Digby Mobile to launch Digby Localpoint, designed to aid retailers
in making the mobile commerce experience more successful.22
Digby Localpoint helps retailers to attract buyers to stores, engage
in-store customers, and better understand the behavior of mobile
consumers. By working with retailers, Digby Localpoint aims to
create an effective and interactive experience.
Verizon has teamed up with American Express to create Serve,
a payment system similar to PayPal.23 Serve links your mobile
number to an existing bank account, credit card, or other payment
source. The program also allows a transfer of funds directly
between Serve users. The system can be used at any merchant that
accepts American Express Cards.
These initiatives are just a sample of what the wireless industry has
been working on to fully embrace the mobile commerce concept.
Consumer interest and technological advances are sure to increase
interest in such programs and systems, and wireless carriers and
handset manufacturers are poised to meet that demand.
III. Mobile Commerce Applications
Among the millions of mobile apps available on the
various operating systems, mobile commerce apps
are a burgeoning area where wireless technology is
enabling users to simplify their lives. Indeed, mobile
commerce is one of the areas where apps are used most effectively
and efficiently to create an optimal experience for consumers.
Among the top 100 U.S. retailers, over 80 percent have developed
some sort of mobile commerce application,24 and there are
thousands of apps designed to make the consumer experience
more convenient and enjoyable.
As one recent observer noted in The Wall Street Journal, “[a]
wealth of mobile apps are helping shoppers find the merchandise
they want at the lowest prices available – whether in brick-and-
mortar stores or online – rack up redeemable points, find fleeting
Among the top
100 U.S. retailers,
over 80 percent
have developed
some sort of
mobile commerce
application.
special deals and collect coupons.”25 Just one example of mobile
apps being harnessed to improve consumers in-store experiences
is seen through the Walgreens’ Aisle411 app, which can not only
make shopping lists but then shows the selected items on the
store’s map.26 Consumers are also employing mobile commerce
apps on the road, using a host of new travel apps to calculate their
mileage histories, track loyalty accounts and potential upgrades,
locate flight and seat information, as well as comparing deals on
hotels, airlines, and car rentals.27
A. QR Codes
One of the most popular features in applications is the Quick
Response (“QR”) Code, a two dimensional bar code that contains
information accessible to mobile device users that scan the code.28
QR codes are a substitute to the traditional, one-dimensional bar
code and in comparison can hold a significantly larger amount
of data. The structure and configuration of the code creates
exponentially more capacity.29 The types of data that can be
stored by a QR code are also greater, ranging from text and phone
numbers to URLs and videos.30 The QR code to the right links to
the CTIA Blog when scanned by a mobile handset QR reader. When
combined with a retailer’s other app features, these can be an
excellent tool for enabling quick access.
The codes can be used as a way to direct consumers to the next
step in the transaction. A grocery store provided a demonstration
of the QR code as a gateway when it posted the codes on
advertisements in public transportation terminals.31 Consumers
waiting for their bus could scan the code for the specific groceries
they needed, and the code directs them to the store’s website
where they could make the purchase. The selected items would
then be delivered to the consumer’s home a short time later-
eliminating the step of actually going to the grocery store.
Starbucks has also taken advantage of the QR code, embedding a
unique code into each user’s app.32 By accessing the Starbucks app
and displaying the code within, baristas can scan the code at the
time of the transaction and the consumer’s card will be charged,
without the consumer ever needing to present it.
The types of data that
can be stored by a QR
code are also greater,
ranging from text and
phone numbers to
URLs and videos.
CTIA Blog
Mobile Commerce
B. Location Based Services
Using the location based services of a consumer’s handset, retailers
are able to specifically target offers and services to consumers based
on their geography. Retailers can focus on a geographically relevant
audience when marketing a deal or sale, thereby increasing the
likelihood that the recipient will have an interest in the offer.
One such example is Groupon NOW, a daily deal application for
smartphones that uses the consumer’s current location to offer
immediately usable deals within close proximity.33 A subscriber
can access Groupon NOW to see what deals are available nearby,
purchase the deal through their phone, and then use the deal to get a
discount on lunch, a haircut, or a variety of other goods and services.
IV. Hardware and Devices are Essential to Mobile Commerce
Hardware is an integral part of mobile commerce as
well, primarily by enabling the use of alternative
methods of payment. Near Field Communications
(“NFC”) technology, as mentioned above, is one of the
more prevalent methods, and the attachable credit card reader for
handsets is another commonly used device.
NFC is enabled through a chip embedded in the handset that
stores payment data.34 The chip can be read by NFC point-of-sale
terminals, and as the chip is scanned, the linked bank account or
credit card is charged. As discussed earlier, NFC technology is
becoming more frequently used and offers a convenient alternative
to the traditional payment methods.
The use of attachable credit card readers
has been another hardware initiative in
the mobile commerce space.
The card readers typically attach
to the seller’s smartphone handset
via the headphone jack, and
allow the customer to swipe their
credit card or debit card and make
Attachable Credit Card Reader from Square [https://squareup.com/news]
a payment to the seller.35 This technology allows for payments on
the go, and enables smaller retailers or individuals to accept credit
card payments without the purchase of an expensive point of sale
terminal.
One group that recently took advantage of the opportunities
presented by the use of the card reader was the Girl Scouts of
America.36 The Girl Scouts experimented with the card readers
during the 2012 cookie sale season, providing some troops with
the devices and the accompanying application, Sage, to test out.
The card readers gave customers the option of using a credit card
to purchase their Girl Scout cookies, and the troop leaders could
swipe the cards and even e-mail customers a digital receipt. The
convenience of the smartphone-credit card reader option produced
positive results, as Girl Scout troops that participated in the study
experienced an increase in sales, as much as 13 percent higher than
other non-participant troops in their areas.
Another use of the card readers has been soliciting credit card
donations for presidential campaigns. President Barack Obama
and Republican presidential candidate Mitt Romney are both using
mobile payments to encourage donors by making the process
quick and easy.37 Through the use of the card reader and the
application Square, campaign volunteers are able to collect credit
card donations on the spot. The app then sends the money directly
to the campaign fund. The option to make a donation immediately
appeals to supporters through its convenience, and eliminates the
burden of the traditional processing of donations by campaign
staffers.
Other mobile apps make use of consumers’ smartphone cameras
to improve the shopping experience and deliver greater value. For
example, apps like Barcode Scanner and The Find let consumers
use their smartphone’s camera to scan an item’s bar code and find
out whether the item is available more cheaply at nearby stores or
online.38
Spectrum is critical to
the continued success
of the U.S. mobile
ecosystem, and is
particularly important
for harnessing the
potential of mobile
commerce.
Conclusion
Though still in its relative infancy, mobile commerce
appears to be rapidly growing in adoption, particularly
as consumers value more and more the convenience
of the technology. With the opportunity to consolidate
what they have to carry, the option of using an already ever-
present, ever-connected wireless device to make payments, use
coupons, compare prices, and organize payment cards is appealing.
Experts predict that mobile commerce in the U.S. alone will reach
$11.6 billion in 2012, and may reach $31 billion by 2015.39
The continued growth of mobile commerce will rely on the platform
provided by the competitive and innovative wireless industry.
Carriers are working to build robust and reliable 4G networks. As
CTIA has previously highlighted, even though the United States
accounts for less than 5% of the global population and has less
than 6% of the world’s mobile wireless subscribers, it boasts about
65% of global LTE subscribers as of the third quarter of 2011. This
leadership will help ensure the growth of mobile commerce and is
critical to our continued leadership in the global economy.
Of course, another essential element necessary for the deployment
and use of mobile commerce is access to additional spectrum
resources. Spectrum is critical to the continued success of the U.S.
mobile ecosystem, and is particularly important for harnessing
the potential of mobile commerce. As the stream of commerce
increasingly flows through mobile networks it will be vital to
add spectrum to meet demand and ensure the robust features
and security that U.S. businesses and consumers will require.
The recently-passed legislation authorizing incentive auctions
and the reallocation of broadcast spectrum is an important step
toward meeting our nation’s spectrum needs, but Congress and
the Commission will need to continue to focus on the end goal of
providing more usable spectrum.
CTIA looks forward to working with policymakers to meet those
spectrum needs and to ensure that the U.S. remains a world leader
in the global economy through both mobile broadband networks
and mobile commerce.
Endnotes1 See The Best Way to Do Almost Anything on Your Mobile Devices, Wall Street Journal, Aug. 27, 2012.
2 The 60 Best Apps and Websites for Travelers, Tom Samiljan, Travel and Leisure, Sept. 2012
3 Retailers Introduce Apps for In-Store Navigation, Roger Yu, USA Today, Aug. 29, 2012.
4 Definition of Mobile Commerce, Investopedia, http://www.investopedia.com/terms/m/mobile-commerce.asp#axzz1p7W9OFFa.
5 PayPal: Global mobile payment increased 552 percent on Cyber Monday, Mobile Commerce Daily, Nov. 30, 2011, http://www.mobilecommercedaily.com/2011/11/30/paypal-global-mobile-payment-increased-552-percent-on-cyber-monday.
6 The Mobile Shopping Revolution, Lightspeed Research, Oct. 14, 2010, http://www.lightspeedresearch.com/press-releases/the-mobile-shopping-revolution/. (Survey conducted from August 26-30, 2010, and results based on 3,905 respondents using Lightspeed Research’s Mobile Phone Panel).
7 Gartner Says Worldwide Mobile Payment Users to Reach 141 Million in 2011, Gartner Newsroom, July 21, 2011, http://www.gartner.com/it/page.jsp?id=1749114.
8 See The Best Way to Do Almost Anything on Your Mobile Devices, Wall Street Journal, Aug. 27, 2012 (citing ABI Research estimates that that approximately 36 billion apps are expected to be downloaded worldwide this year).
9 What is Isis?, ISIS, http://www.paywithisis.com/whatis.xhtml (last visited March 28, 2012).
10 Mobile Wallet Isis to be Launched in September, http://www.dailydealmedia.com/789mobile-wallet-isis-to-be-launched-in-september/ (last visited Sept. 10, 2012).
11 HTC, LG, Motorola, RIM, Samsung and Sony Ericsson to Add Isis NFC Tech in Future Phones, Engadget, Sept. 27, 2011, http://www.engadget.com/2011/09/27/htc-lg-motorola-rim-samsung-and-sony-ericcsson-to-add-isis-n/.
12 Isis Scores Point-of-sale Terminal Support, PhoneScoop, March 5, 2012, http://www.phonescoop.com/articles/article.php?a=10011.
13 What Cards Can I Use?, Isis, http://www.paywithisis.com/what-cards.xhtml (last visited March 28, 2012).
14 What is Google Wallet?, Google Wallet, http://www.google.com/wallet/what-is-google-wallet.html (last visited March 28, 2012).
15 Google: Wallet expanding to 10 more Sprint devices this year, Fierce Mobile Content, March 1,2012, http://www.fiercemobilecontent.com/story/google-wallet-expanding-10-more-sprint-devices-year/2012-03-01.
16 Eligible Devices, http://support.google.com/wallet/bin/answer.py?hl=en&answer=1347934 (lasted visited Sept. 11, 2012).
17 Google: Wallet expanding to 10 more Sprint devices this year, Fierce Mobile Content, March 1,2012, http://www.fiercemobilecontent.com/story/google-wallet-expanding-10-more-sprint-devices-year/2012-03-01.
18 How it Works: Security, Google Wallet, http://www.google.com/wallet/how-it-works-security.html (last visited March 28, 2012).
19 Rimma Kats, Visa, Samsung to offer contactless payments during 2012 Olympics, Mobile Commerce Daily, Feb. 27, 2012, http://www.mobilecommercedaily.com/2012/02/27/visa-samsung-to-offer-contactless-payments-during-2012-olympics.
20 About CSCs, Common Short Code Administration, http://www.usshortcodes.com/csc_about.html (last visited April 4, 2012).
21 Elizabeth Woyke, Yes, You Can Still Donate Money to Haiti Via Your Cellphone, Forbes, Jan. 12, 2012, http://www.forbes.com/sites/elizabethwoyke/2011/01/12/yes-you-can-still-donate-money-to-haiti-via-your-cellphone/.
22 Digby Localpoint, AT&T, http://www.wireless.att.com/businesscenter/solutions/industry-solutions/ mobile-productivity-solutions/digby.jsp (last visited April 4, 2012).
23 What is Serve?, Serve.com, http://www.serve.com/about.html (last visited April 4, 2012).
24 Congnizant, The State of Retail Mobility, http://www.flickr.com/photos/fidelman/7299413538/sizes/o/in/photostream/ (last visited Sept. 11, 2012).
25 Find Shopping Deals, Greg Bensinger, Wall Street Journal, Aug. 27, 2012.
26 Retailers Introduce Apps for In-Store Navigation, Roger Yu, USA Today, Aug. 29, 2012.
27 The 60 Best Apps and Websites for Travelers, Tom Samiljan, Travel and Leisure, Sept. 2012.
28 About QR Code, Denso-Wave, http://www.denso-wave.com/qrcode/aboutqr-e.html (last visited April 4, 2012).
29 Id.
30 Jeff Korhan, How QR Codes Can Grow Your Business, Social Media Examiner, Feb. 7, 2012, http://www.socialmediaexaminer.com/how-qr-codes-can-grow-your-business/.
31 Chantal Tode, Peapod, P&G Tap Mobile To Simplify Grocery Shopping For Commuters, Mobile Commerce Daily, Feb. 2, 2012, http://www.mobilecommercedaily.com/2012/02/10/peapod-pg-tap-mobile-to-simplify-grocery-shopping-for-commuters.
32 Starbucks Card Mobile App for iPhone, Starbucks, http://www.starbucks.com/coffeehouse/mobile-apps/starbucks-card-mobile (last visited April 4, 2012).
33 Leslie Horn, ‘Groupon Now’ Provides Instant, Location-Based Deals, PC Mag, May 11, 2011, http://www.pcmag.com/article2/0,2817,2385210,00.asp.
34 NFC and Contactless Technology, NFC Forums, http://www.nfc-forum.org/aboutnfc/nfc_and_contactless/ (last visited April 4, 2012).
35 Zack Stern, Process Credit Cards Anywhere: 5 Smartphone Alternatives, PC World, Dec. 1, 2010, http://www.pcworld.com/businesscenter/article/211924/process_credit_cards_anywhere_5_smartphone_alternatives.html.
36 Chantal Tode, Girl Scouts Add Mobile Payments to Drive Cookie Sales, Mobile Commerce Daily, Feb. 7, 2012, http://www.mobilecommercedaily.com/2012/02/07/girl-scouts-adds-mobile-payments-to-drive-cookie-sales.
37 Nick Bilton, Obama and Romney Campaigns Adopt Square for Funding, New York Times, Jan. 30, 2012, http://bits.blogs.nytimes.com/2012/01/30/obama-and-romney-campaigns-adopt-square-for-funding/.
38 Find Shopping Deals, Greg Bensinger, Wall Street Journal, Aug. 27, 2012.
39 Press Release, US M-Commerce Sales to Grow 91% to $6.7 Billion in 2011, EMarketer, Dec. 1, 2011, http://www.emarketer.com/PressRelease.aspx?R=1008716.
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