‘NFC needs a rebrand’

Mobile payments and NFC are in need of a rebrand if they are to scale more effectively, according to Tony Moretta, the top marketer at mobile operator joint venture Weve.

Visa NFC

Speaking yesterday (12 September) at a roundtable event hosted by NFC firm Proxama, Moretta argued that messaging to consumers over mobile payments using NFC was thus far flawed and that businesses from the banking, retail, and telecoms sectors needed to better unify their messaging if NFC is to become a mass market proposition made available to marketers.

“Anything known by a technical acronym is never normally a good sign,” he said. “The brand is key if things are to happen at scale… The conversations we’re having with the banks and other companies are about doing things at an industry-wide level. Can you imagine how powerful it would be if you had 80 per cent of the banks and mobile operators calling it the same name?”

During the same event, Moretta also outlined more details on the joint venture company’s planned mobile loyalty app which will be made a available in beta to retailers by the close of the year.

The app will effectively be an “aggregator app” that will allow users to store their loyalty cards from a variety of retailers. The app will then let retailers send push notifications to their customers.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here