“What you’ll see coming from us is a vastly improved product, a variety of new places to use it, a vastly improved user experience,” Ryan Hughes, chief marketing officer at New York-based Isis, said in an interview.Prior to this announcement, Isis had begun testing its services at 4,000 locations in Austin, Texas and Salt Lake City, Utah. Isis CEO Ryan Hughes revealed that in these tests, Isis users made payments with the phone more than ten times a month on average, and claimed that two-thirds of users in the test program opted to receive advertisements and offers from their favorite brands. This form of advertising would be something that carriers would use to capture new forms of revenue as the number of new smartphone customers grow.
Transactions using near-field communication (NFC) technology are expected to hit $110 billion by 2017, and has been included with many phones that run Google’s Android platform like the Samsung Galaxy S4, and phones that run Microsoft’s Windows Phone platform, such as the Nokia Lumia 925. Apple’s iPhone does not currently have NFC capabilities, but the company has been rumored to integrate the technology with the potential launch of the iPhone 5S in the Fall.