The Subway restaurant brand is making its first major investment in global mobile e-commerce and marketing, reports ClickZ. Subway plans to launch location-aware mobile Web sites that enable customers
to order and pay for picked up meals using mobile marketing platform provider Velti. The goal is to get those rolled out in the chain's 24,000 U.S. units by early 2012, and do a global rollout later
in the year. (Non-U.S. units total about 10,000.) The mobile app platforms used will include iOS and Android, but core use of HTML5 will enable the restaurant brand to hedge its bets between apps and
mobile Web sites, ClickZ reports.
--Karlene Lukovitz
