Subway teams up with Softcard to enable NFC based mobile payments

Subway is deploying NFC terminals across more than 26000 locations, the largest ever by a restaurant in U.S. The deployment is being done in collaboration with Softcard, the mobile commerce joint venture created by AT&T, T-Mobile and Verizon Wireless. The NFC terminals are Softcard branded and Softcard users pay at such terminals using their NFC enabled phones. Furthermore, Subway would also be delivering offers to customers via Softcard app.

Softcard users can get cashback upto $1 every purchase made as part of Subway’s loyalty program. In later phase, the Subway Card Rewards Program would be integrated in the Softcard app. Softcard has developed a protocol called SmartTapTM that adds commerce data to an NFC transaction. This aids in delivering loyalty and offers to retailer’s point-of-sale systems.

"Softcard has proven to be a valuable partner to us and we are proud to extend our relationship with them," said Carman Wenkoff, Chief Information Officer, for the Subway chain. "As we've worked together to implement and pilot this technology, we've been impressed with the Softcard team and opportunities available through the Softcard platform. By embracing mobile payments and loyalty with Softcard's SmartTap technology, we're making it easier for customers to enjoy smart choices on the go."

Quick-service restaurants (QSR) are quickly adopting mobile payment technology as consumers are showing more interest in using their mobile devices for an easier way to pay. The National Restaurant Association reports that 4 in 10 young adults say they would likely pay for their quick-service restaurant orders by mobile or wireless device if they could.

"SUBWAY is a leader in the quick-service restaurant industry and has placed itself at the forefront of mobile payments with today's announcement," said Michael Abbott, chief executive officer, Softcard. "We're thrilled to have a great partner in SUBWAY; and we look forward to providing their customers with a simpler, quicker way to pay."

Subway will effectively leverage Softcard's mobile commerce platform that combines payments, offers and loyalty to provide users a safe and easy way to shop, pay and save using their mobile phones. The Softcard app uses NFC, SmartTapTM and other industry leading technologies to enable secure payments and commerce at more than 200,000 locations nationwide. Softcard is available on more than 80 devices across AT&T, T-Mobile and Verizon Wireless and is preloaded on more than 30 of those devices.


Ray has keen interest in the area of devices, OS and wireless technologies. He is a Mobile Technology enthusiast and believes that Mobility is going to completely change the way we do Payments and Commerce. He wishes to share this belief with the world by providing such content through LetsTalkPayments. Ray has done his engineering as well as MBA.

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