Thanks to a partnership between Japanese mobile phone operator NTT DoCoMo and the fast food chain McDonalds, customers visiting fast food restaurants in Japan will soon be able to pay for their meals by using their cell phones. Similar technology is already being used in Japan to allow commuters to purchase train tickets using their mobile phones.
While the immediate thought turns to customer convenience, analyst Julie Ask thinks that other factors may also be in play.
It gives both McDonald’s and DoCoMo the opportunity to track consumers and their eating habits. Cash is more likely to be used in small transactions. Electronic payments will allow user behaviour to be tracked and used for marketing purposes.
The Brits have more.