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The battle for the mobile wallet appears to be forming between Google and Isis, says Todd Ablowitz, president of consulting firm Double Diamond Group LLC. “Google is betting on Android and their search and advertising capabilities,” Ablowitz says. “Isis is betting on cell phone distribution.”

Despite the number of digital wallets expected to launch, retailers only will need to choose which offer program they want to participate in, Ablowitz says. “From an offers point of view, they’ll go after which version will be more effective in getting them traffic.” All four card brands support the same technical specifications underlying contactless transactions.

Internet Retailer, September 20, 2011