Japan’s dominant mobile operator, NTT DoCoMo, a champion of mobile payments, recently inked a deal with McDonald’s to enable its subscribers to buy food at the restaurant by using their mobile phone. The ¥300 million joint venture company is largely (70 percent) funded by McDonald’s, which will install terminals in their stores that interact with near-field communications (NFC) embedded in DoCoMo handsets. The food order will then show up on the customer’s next mobile phone bill.
Of course there will be all the marketing buzz of discount coupons, email offers and mobile-phone games, wallpapers and ringtones direct to your cell phone.
And to think that I’m having containment issues with text messaging on my teenager’s cell phone. What a battle this would be every month at bill time…
Mobile phone payments are a trend which the US market has been slow to adopt. Maybe because US carriers have not determined new ways to monetize, or a way to introduce this type service to enable users? For now I’m happy avoiding the kid battle!