Diarmuid Mallon, Product Marketing Manager at
Sybase 365, says:
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“By the end of 2012 cutting edge merchants,
banks and operators will be using loyalty and “gamification” to
create new ways of rewarding their customers. Whilst
NFC will continue to dominate discussions, in reality, it will
still be two to three years away from being widely available. The
always-on, always-with nature of mobile enables the creation of new
loyalty mechanisms, which can be further exploited once NFC
arrives. Gamification of services will create reward structures
that replace previous incentive methods. These loyalty and other
mobile CRM mechanisms enable the creation of new services and hence
new value, and this value will power the extended NFC value
chains.”
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