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One analyst who focuses on digital and mobile payments believes Amex is on the right track with its distribution efforts.

Amex recognizes that the key to any virtual mobile wallet is in getting sufficient numbers of consumers using it, so they need to see the sense in doing so, says Todd Ablowitz, president of Double Diamond Group.

Amex can do that not only through marketing and promotions but also by ensuring the systems are integrated properly with partner companies and retailers. “It’s not good enough to just accept Amex,” he says. “There has to be a way to tell consumers, ‘hey, we’ve got Serve, and it’s right here in this wallet.’”

Payments Source, August 1, 2011