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No, this is a battle for customer’s info.


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Companies aren’t building mobile payment technology because they genuinely want to provide a revolutionary new way to pay in order to please consumers – there’s no evidence that any of the tech, even Square’s kind of nifty “say your name at checkout” is inherently more efficient than the age-old swipe. No, this is a battle for customer’s info. The same info retailers have been trying to track for years – “can I get your phone number?,” they ask at checkout. But consumers can decline, or give a fake number. And sure, consumers could decline to use a mobile app, too. But if using the app allowed them to receive mobile-only bargains….well, who else is OK with selling a little piece of their soul for 1/2 off tube socks on aisle 6?

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