UAE-based ViaFone Technologies said it has patented a new mobile technology that is set to transform the way consumers collect and redeem loyalty points across the emirates.

A leading mobile application development company, ViaFone said Wafi Mall has become the Middle East launch customer for the new patent-pending technology, which will see consumers move away from the traditional plastic loyalty cards and instead use their mobile devices for all transactions.

A launch of the programme for a European amusement park is planned for late 2013, said a statement from the company.

With the implementation of the new technology, members of the new Wafi rewards programme, scheduled to be launched later this month, will no longer be required to carry a traditional plastic loyalty card, which is prone to be forgotten or misplaced, it stated.

Instead points will be collected and redeemed for rewards with a simple wave of a mobile phone or their rewards card towards a contact-less tablet. They will then receive an SMS confirming the transaction, the statement added.

Souffiane Houti, the founder and CEO of ViaFone Technologies, said as the number of mobile devices equipped with NFC technology continues to rise rapidly across the UAE, forward thinking organisations such as Wafi, are set to embrace this innovative technique to entice, engage and offer a more personalised, positive and more convenient loyalty experience in today’s high-paced society.

“The loyalty programme has proven its worth in attracting and retaining customers over the long term,” stated Houti.

“The goals for all parties – be it marketers or merchants - are straightforward: simplicity, engagement and Return on Investment (ROI). Loyalty programmes cab also be difficult to maintain, require a high upfront cost, or are often seen as simply too much of a hassle for retailers. ViaFone’s new mobile technology changes this,” he added.-TradeArabia News Service