Island-wide Flasher mobilisation by SingTel and NETS

Singapore - SingTel together with NETS has started Near-Field-Communication (NFC) trials that enable mobile users to store, top-up and use value stored in their phones for purchases.  This opens marketing opportunities for affiliated merchants.

First in Asia, NFC uses a combination of identification and wireless technologies and is compatible with the NETS retail terminal infrastructure.  Planned payment solution will involve the need for the mobile users to download an application that allows them to make transactions using NETS FlashPay at contactless terminals.

A point for marketers to cheer about is the implementation of the mNETS Coupons. Downloaded into mobile phones when it is flashed at mNETS posters and billboards, it opens up new opportunities to bring forth innovative marketing strategies.  Planned schemes currently include over 400 terminals at participating merchants like Cheers, FairPrice Xpress, KBox  and Cathay Cineplexes island-wide.

Singtel's executive vice president of consumer business and CEO of SingTel Mobile Quek Peck Leng said, "We are excited to introduce our mobile wallet concept and to work with like-minded strategic partners like NETS on mNET services. NFC technology on a mobile device brings a total new dimension to how mobile customers use their handsets and will improve customer experience at point of sale "

To expand the pervasiveness of the initiative, it is currently working towards implementing security card access, loyalty cards, redemption of mobile or merchant coupons and storing of contact details.

The stored limit in the mNETS wallet is $500. Public trials will commence end 2007.

Starhub with EZ-Link launched a similar NFC programme yesterday, reinforcing the nation's bid to become a cashless hub.