Japan's Mobile Phone as All Encompassing Customer Platform

Japan's mobile phone is increasingly used as a platform for a raft of services more widespread than  the current approach in Australia. Now the phone appears to be claiming another scalp - doing away with the function of the traditional “customer loyalty card”.  No longer do you need a wallet or purse bulging with customer loyalty cards when you can use your phone. 

Japan’s Nikkei reports that Japan’s restaurant and fast food companies encourage consumers to become members of a customer loyalty program simply by signing up on their websites. Companies offer discounts on certain dishes and at point of order the customer simply “shows the restaurant's online coupon on their mobile-phone screens”.  In Japan, the mobile phone is also used as an RFID* device (having stored credit) at railway barriers thus eliminating the need for a regular, or electronic ticket.  In the same way, the phone is used as an RFID device at vending machines and even for payment at convenience stores and other shops. Added to this is the use of the phone as a scanner to read data of the Japanese developed QR code.  The QR code is able to store more data than the more usual bar code and companies use it on their advertising materials and signage.  Potential customers interested in the product simply point and shoot their camera phone at the QR code and they are sent information about the advertised product, event etc.

With the inclusion of web and navigation facilities, the Japanese mobile phone is truly becoming the indispensible, hand held, all encompassing platform.
* Radio frequency identification device