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62 In late 2007, a consortium of companies including O2, Nokia, Visa and Transport for London began a six- month trial of mobile phones with built- in Oyster Card functionality in the UK. It makes sense. Why bother carrying around different credit cards, debit cards, not to mention different loyalty cards, if one device could do it all? And if it's not our mobile phone, it's likely that a similar Oyster card method will become more popular as a payment method. In the UK, Barclays Bank is already experimenting with contactless, ' wave and pay' credit and debit cards. The Barclaycard OnePulse card can be used for purchases under £ 10, meaning consumers won't need to remember their PIN or dig around for small change, just wave their card over a device. A similar payment method, the Octopus Card, is already used in Hong Kong, where users can pick up their paper at a 7- Eleven convenience store or buy canned drinks from a vending machine by using stored credit on the card. The ' wave and pay' method could revolutionise the way we shop, according to Rufus Evison, Digital Strategy Director, dunnhumby. If products have RFID price tags then a future shopper ( who has opted in to this service) could wander around a store, collect their groceries and walk straight out, knowing that their bill be debited automatically from their mobile phone or Oyster- style payment card. Or, imagine if we paid for goods using only our fingerprints. Already in Japan, Hitachi has teamed up with JCB to test a biometric payment system based on finger authentification technology. Next it needs to determine whether the technology is commercially viable for use in banks and shops. However, the fact that one Japanese man has managed to override a fingerprint scanner with a jelly baby sweet suggests that even biometrics are not 100% secure! Similarly, US supermarket Piggly Wiggly, has launched a loyalty card based on a customer's thumb print. Meanwhile, in India, banks are examining whether biometric ATMs could help to reach the unbanked population in rural areas. Using thumbprint and voice would make it possible for illiterate citizens to become part of the banking system. Although Asian markets are incredibly advanced in terms of joining up their technology, they haven't yet started linking any colour you like as long as it's any colour you like

63 this with customer data. The challenge in the future will be linking the technological advances with an ability to collect meaningful data. Rufus believes that consumers will choose the level of security they require for different payments. For example, small purchases under £ 10 will simply require a ' wave and pay' from their mobile device, £ 10-£ 100 purchases will need a fingerprint scan, spending over £ 100 might require the confirmation of identity through a digital photograph, while a very large purchase would need the strictest security checks like a combination of PIN and biometrics. Electronic footprints There is a tidal wave of customer data. We're only at the beginning of the process where everything we consume, whether it be goods, services, entertainment or finances, will create a digital trail. Once you've got a digital trail, you've got data. Once you've got data, you could have insight. Marketing specialist, Alan Mitchell has written about customer data being ' the new oil.' He argues that oil was a supremely valuable resource, but extracting, refining and distributing it posed major challenges. " Customer data is no different. Actually using the data internally to best effect is one major challenge." Responsible companies like our clients are ensuring data is being used to improve their customers' experiences. We inevitably leave a trail of data behind us as we get on with our everyday lives, and it's crucial that those companies who analyse the data do so for the greater good of their customers. It's the only sustainable, responsible way to do business. So what does the day in the life of an electronic footprint look like? If you drive to work, your car will undoubtedly pass a number of automatic number plate recognition cameras during the journey. If you're in a rush, you'll be clocked by a speed camera. Meanwhile your mobile phone will be transmitting your location to your mobile network operator. If you buy petrol on your credit or debit card, the transaction will be logged by your bank. Perhaps you'll send an email or visit a website on your BlackBerry while sitting in traffic. Before arriving at work you'll pop into Kroger and buy some fruit and sandwiches using your Kroger Plus card to earn some points. a golden age