In Japan, NTT Communications has begun trials of a high-tech alternative to plastic or paper loyalty cards that promises to simplify their use for consumers.
Why in Japan? Well, Loyalty cards are big business there and it’s almost impossible to spend a day shopping without being asked for one or, if you don’t have one, being offered one during shopping time. The NTT technology, is called “Gyazapo,” and  it’s a Java applet that can be used in phones that also include the Felica short-range RFID technology. Most current phones support the technology. Trials began this week at retailer Bic Camera and will last for four months.

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