St. Louis may not be the obvious launching spot for payment technology, but Radnor, Pa.-based FreedomPay bypassed the nation's most crowded cities to instead launch the Vibe mobile wallet in the Show-Me state.

Mobile wallet providers could create an all-encompassing ecosystem in less-populated areas, where it's easier to outfit merchants and consumers and plaster the airwaves and billboards with marketing materials, says Jim Van Dyke, CEO of Javelin Strategy and Research.

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