Qualcomm’s Firethorn Technologies has unveiled a major upgrade to its mobile banking and payments application that adds functionality for mobile-commerce marketing features.

Firethorn’s application, which is installed at 11 major banks and credit unions through wireless carrier partnerships with AT&T, Verizon, AllTel and Cellular South, will now add the ability for operators, banks and merchants to offer targeted promotions to users’ cell phones. In addition, Firethorn can integrate with institutions’ existing card and account rewards programs. The marketing component is one feature set many m-banking observers expect as a key element of a full-blown digital wallet envisioned for the mobile environment—if and or when advanced payment features become reality (i.e., contactless point-of-sale).

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