McDonald’s will introduce a downloadable coupon for Sony Felica-enabled phones in its Japanese restaurants. The new payment application, called the Kasazu coupon, is downloaded onto a consumer’s phone at the point-of-sale. The consumer then places their phone on a reader to make the payment or use the coupon.
McDonald’s will initially test the e-coupon in 175 stores, and then roll it out in all 3,800 outlets in Japan. Many Japanese mobile phones feature the Sony Felica technology, making Japan a good location to test the concept. McDonald’s has not announced specific plans to take the Kasazu coupon beyond Japan’s borders, but experts generally agree that international adoption of this type of transaction technology will happen soon.
The appeal of this type of technology for companies like McDonald’s stems not just from the convenience it offers its consumers, but also the targeted marketing opportunities that it presents.