MobileLime updates its mobile shopping, rewards platform

Feb. 23, 2006 -- (MobileVillage) -- MobileLime, which claims to be the first U.S.-based company to turn the mobile phone into a marketing, loyalty and payment device, has released a major update to its mobile commerce and rewards administration platform for merchants.

The new version of MobileLime's platform allows consumers to get rewards and pay for purchases by waving their cell phone over a contactless reader that uses RFID technology. RFID is a standards-based short-range wireless connectivity technology that is installed at more than 27,000 merchant locations nationwide and growing.

MobileLime's new quick-scan features only work with an RFID compatible phone -- currently only the Nokia 3220, though more such phones are expected in the future. The user just clicks the lime from the phone's menu screen, choose the credit card they want to use and wave their phone over the contactless reader that's integrated with the point of sale system at checkout. For added security, the user can configure a PIN required to complete each transaction.

People who don't own an RFID compatible phone can still use MobileLime. Each time they're at a cashier, they have to enter their MobileLime ID and store ID into their phone and then provide the checkout clerk with the last four digits of their cell number. It's not necessarily faster than swiping a credit card, but the incentive to the user is to receive the merchant's MobileLime discounts. MobileLime users can automatically redeem mobile coupons and get rewards.

For merchants, MobileLime claims that its new platform offers several benefits over cash payments and credit card scanners. The claims are that it speeds up check-out times, increases the visit frequency and average spend per visit, drives customers to preferred payment methods, and builds customer loyalty.

"Our mobile rewards program from MobileLime [is] fully integrated into our point of sale system, has done wonders for our business, and our customers love it," says Charlie Bougas, president of Boston-based Broadway Marketplace.

For more information about MobileLime, see mobilelime.com or the company's summary page on MobileVillage.

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