Mobile payments may be the missing link in generating more consumer interest in mobile loyalty programs, with the two functions increasingly appreciated as complementary, writes Chantal Tode. Google, for instance, is doing away with its loyalty punch card Punchd application and may integrate those functions into its mobile wallet. "Mobile wallets will need to move beyond pure payment transactions in order to attain mass adoption. Loyalty features ... will go a long way toward enticing users to move to mobile wallets," said Tom Nawara, vice president of emerging solutions and innovation at Acquity Group.

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