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MCX taps Gemalto to build cloud-based mobile wallet

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Merchant Customer Exchange--the proposed nationwide mobile commerce network spearheaded by retailers including Walmart, Target, Best Buy and 7-Eleven--has selected digital security firm Gemalto to build its mobile wallet.

The cloud-based MCX wallet will support barcode-enabled transactions and will run on Gemalto's Allynis Mobile Payment platform. MCX also will leverage Gemalto software to offer branded smartphone applications as well as an SDK allowing retailer partners to embed the wallet functionality within their own apps.

MCX said that all merchant members will accept the wallet once it is fully deployed. In addition to payment capabilities, the wallet will integrate offers, promotions, loyalty programs and location-based services.

The MCX partners revealed their m-commerce ambitions in mid-2012. Sources told The Wall Street Journal that the MCX companies--who collectively operate more than 75,000 stores and process more than $1 trillion in annual payments--are displeased by the inroads made by Google (NASDAQ:GOOG), operator-backed Isis and other mobile players, and want to reclaim control over the customer experience.

Speaking at last fall's CTIA MobileCon, MCX executive Dodd Roberts said the alliance's members believe the m-commerce ecosystem is developing in a "clunky" manner and that consumers will demand a uniform digital payment process across all the places they shop. "The only way [m-commerce adoption] will take place… [is if] everywhere you went, your mobile phone can pay the exact same way with the exact same technology," Roberts argued.

For more:
- read this release

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Will retailers trump Google and Isis to win the mobile wallet wars?
Walmart, Target, Best Buy team for cross-merchant mobile wallet

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