http://www.verizonwireless.com/b2c/explore/?page=isis

''The Isis system is designed to replace both plastic credit and loyalty cards. Here's how it will work: When a shopper walks into a grocery or drug store, he checks in to Isis to let the store know he's there -- this is private, not published to social networks such as Foursquare or Facebook Places. After that, the shopper can touch his NFC smartphone to shelf-talkers along the aisles, end-caps or posters to load coupons onto an Isis app, also known as a mobile wallet. When he goes to checkout, he touches the phone to a reader at the register, and pays with all the offers deducted. Isis will generate revenue from both card issuers and advertisers.

"Context matters: Advertisers will be able to present an offer in the actual shopping avenue," said Mr. Johnson, who came to Isis in January from T-Mobile. Isis employes several hundred people and is headquartered in New York.''

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Paper, Plastic or Mobile

For example, when a consumer pays using a credit or debit card during a traditional

point of sale purchase, the merchant typically has detailed data about the products the

consumer purchased, but does not have the consumer’s contact information.

64 Conversely, the

financial institution that issued the card has a consumer’s contact information and the name

of the merchant where the consumer shopped, but generally does not have information about

specific purchases.

65 Mobile payments can allow multiple players within the mobile payments

ecosystem to gather and consolidate personal and purchase data in a way that was not possible

under the traditional payments regime. Such consolidation may provide benefits to consumers,

such as helping merchants offer products or services that a consumer is more likely to want.

http://www.ftc.gov/os/2013/03/130306mobilereport.pdf