A solution that holds the promise of fast
tracking the adoption of mobile phones as a payment device,
contactless stickers, has received a boost from two major market
players, MasterCard and payments processor First Data.

For its foray into contactless payments
stickers, MasterCard has partnered with US mobile payments
technology vendor Blaze Mobile which has developed a sticker
incorporating radio frequency identification technology for use at
some 140,000 merchant locations worldwide that accept MasterCard
PayPass contactless payments. The sticker is linked to a prepaid
account and is issued by US bank MetaBank.

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MasterCard views stickers as a bridge to
contactless payments using mobile phones with fully integrated near
field communications technology.

“Having a payment capability on the phone is a
great way for consumers to see the benefit of having a payment
capability in the phone,” explained MasterCard Worldwide’s chief
emerging technology officer Art Kranzley.

For its partner First Data has selected French
contactless payment technology vendor INSIDE Contactless which
will, under a three-year agreement, develop contactless payment
stickers to be marketed by First Data as GO-Tag products.

“Our partnership with INSIDE Contactless
enables us to offer consumers an opportunity to turn just about any
personal item, from a mobile phone to an employee ID badge, into a
payment device,” commented First Data’s GM, mobile commerce and POS
solutions, Barry McCarthy.

Contactless payment stickers achieved
prominence at the Cards & Payments Europe 2008 conference held
in Brussels where Garanti Technology (GT), an affiliate of Turkish
bank Garanti Bank, received the “Best Innovation in a Loyalty
Programme” award.

Earning GT the award was a contactless
payments sticker, one of the options available to Garanti Bank’s
Bonus Trink contactless payments programme members.

The smart sticker, a self-contained,
contactless payment device that adheres to multiple surfaces, was
developed by Israeli smartcard specialist On Track Innovations.

Garanti Bank, Turkey’s second-largest private
bank, has been in the forefront of contactless payments since
launching its first pilot project in July 2006 based on
MasterCard’s PayPass solution.