• by Mark Walsh  @markfwal, September 23, 2013

Agency execs on the OMMA panel discussing the coming holiday season aren’t optimistic about mobile payments playing much of a role in shopping. Jordan Greene, Principal/Mobile Media, MellaMedia, doesn’t expect m-payments to really gain traction until next year or even 2015 or 2016 because of the challenge in matching up consumer’s mobile technology with retailers POS systems. NFC? Forget it, Apple isn’t even building it into its new iPhones. Mindshare’s Jeffrey Malmad noted it’s still easy for people to use their plastic loyalty cards. Starbucks remains the only major retailer that’s figured out mobile payments, in part b/c its customers are more mobile-savvy than the average consumer.