SCVNGR's LevelUp is targeting a broader audience for its mobile-payment system by working with the prepaid card marketer NetSpend Holdings Inc. The partnership represents new territory for both companies.

Since mobile payment systems require a funding source, they have been focused primarily on bank customers, who have a credit or debit card on hand to link to the mobile wallet. Prepaid cards are typically used by the underbanked, who are often perceived as being of lower socioeconomic status than bank customers, says Ben Jackson, senior analyst at Mercator Advisory Group.

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