Make no mistake, the “players” in the mobile commerce ecosystem -- from the biggest consumer brands to the technology vendors -- have always had “the data” necessary to more
closely track consumer behavior. Or, at least, they’ve had it, “for a long time,” Kenneth Moy, SVP and Group Head Emerging Payments at MasterCard, told OMMA MCommerce attendees on
Monday. “They’re just now figuring out how to use it,” however. And their timing couldn’t have been worse, as government surveillance, the revelations of Edward J. Snowden, and
the like are making headlines on a daily basis. What’s more, underlying regulatory questions about data and how to use it are destine to remain “huge challenges” for the foreseeable
future, said Moy. “That’s not going to stop … In the U.S., there’s a huge focus on the government protecting consumers.”