MasterCard is emphasizing airline boarding, wearable computing, and other goods and services to win consumers’ business long before they pay.

“We are investing in getting beyond payments to other services,” Ajay Banga, MasterCard’s CEO, said during an investor conference in New York. “The key is having the data and the technology.”

MasterCard’s MasterPass, a digital wallet that supports mobile and e-commerce payments without requiring the consumer to type in card credentials for subsequent purchases, is available in the U.S., U.K., Canada and Australia. MasterCard plans to introduce MasterPass next in Brazil, Belgium, France, Italy, Singapore, Sweden and Spain.

Some 20,000 U.S. merchants accept MasterPass, MasterCard said at the investor event.

“MasterPass is digital MasterCard. It will provide a global interoperable platform supporting all types of digital transactions … in-store, in app or online,” said Ed McLaughlin, MasterCard’s chief emerging payments officer.

MasterCard Labs also demonstrated how consumers can use wearable computing devices for digital shopping. Google Glass had a limited launch this summer, and many payment companies are testing the technology.

“MasterCard Labs has enabled Google Glass for MasterPass payments,” McLaughlin said. “The shopping experience is a major driver of the world beyond cash.”

MasterPass is based on MasterCard’s PayPass Wallet, an earlier mobile wallet that borrowed branding from MasterCard’s PayPass contactless payment system.

At the point of sale, PayPass is also expanding, with penetration beyond 20% in Canada, Australia and Poland and an average transaction size of about $21.

“That’s cash displacement,” said Gary Flood, MasterCard’s president of global products and solutions.

While payments data presents a major opportunity to expand merchant and customer relationships — PayPal used the same message at a recent investor event — a lot of players have payments data, says Rick Oglesby, a senior analyst at Aite Group.

“It will be a difficult road ahead for MasterCard as well as for all others competing for a piece of the mobile commerce action,” Oglesday says. “They are right to be trying lots of different options as there is no telling what types of solutions will achieve widespread consumer adoption when it comes to digital wallets.”

MasterCard demonstrated many of the existing products that use its technology to combine mobile devices, digital shopping and payments.

ShopThis! with MasterPass is a product built on a partnership between MasterCard, Intel, and PhiSix Fashion Labs. It enables consumers to buy products directly from Intel’s virtual shopping site, which includes an interactive 3D virtual fitting room.

Its QkR app, pronounced “quicker,” is being tested by an entity called Legends Hospitality — a stadium concession company whose owners include the New York Yankees and Dallas Cowboys — to enable fans to order and pay for food from their seats. QkR also includes an app for school payments.

Other MasterCard-supported products include Parkeon, an app that provides local coupons each time a consumer uses MasterCard to pay for parking; Quantas Cash, a loyalty and boarding card from Quantas Airlines that permits users to pre-load foreign currency to spend at MasterCard merchants; Fuel Rewards Network, a partnership between MasterCard, gas stations and merchants to provide discount fuel purchases at participating grocery stores; Digital Food, a partnership with the World Food Program that enables electronic commerce in cash-dominant regions; and Simplify Commerce, a program that empowers merchants to accept Web and mobile payments regardless of the payments brand.

“About half of consumers already have a quick-order app on their smartphone,” says Richard Crone, a payments consultant. “MasterCard knows that in order to not be a dumb pipe they have to vertically integrate.”

In a similar example, “PayPal recently integrated check in with check out,” Crone says. “That lets the merchant know where consumers are and that they are ready to buy.”

MasterCard’s partnerships improve its ability to gather and analyze the data that’s used for CRM and can expand MasterCard’s own share of its merchants’ business, Flood said.

“The data and information behind it is a core foundation to what we do with clients,” he concluded. “Merchants want the value of reaching the right customer at the right time and they are willing to pay for it.”

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