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Independent sales organizations interested in creating additional revenue streams around mobile payments may consider selling mobile applications that complement mobile-payment technology, such as electronic coupons and rewards programs, according to Randy Vanderhoof, executive director of the Smart Card Alliance. Because multiple applications can exist on cards that have a memory and processor and because mobile devices have high data-storage capabilities, "I think we are going to be seeing more types of alternative offerings becoming available on the market, which is all going to be a revenue opportunity for those ISOs that have the capabilities to offer them," says Vanderhoof. Mobile operators that offer ring tones available for purchase by consumers is an example of how a consumer-based mobile-application platform may work, he says. "That's a technology platform that should lend itself to electronic couponing, gifting programs and other things people can download through a mobile Web site" and redeem at the point of sale, says Vanderhoof. The Princeton Junction, N.J.-based alliance is a non-profit association dedicated to advancing smart-card technology.
