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Mastercard Moves From Wallet To Car Dashboard With A Little Help From HERE

"Location technology and digital payments are at the heart of how we access services in the physical world," says HERE COO Angel L. Mendez.

Mastercard is expanding its partnership with HERE Technologies with the promise of building on their respective digital payment and mapping technologies to take “friction out of an increasingly mobile world and shape the next generation of connected vehicle services.”

The basic goal of the Mastercard/HERE alliance is one that aligns with automakers and software companies: the future of driving involves making the car the center of on-the-go commerce.

The deal follows a December’s news that General Motors has expanded its Connected Car program by adding 4G LTE to power on-demand purchases and reservations within the dashboard of 2017 and 2018 model cars and trucks.

HERE and Mastercard seek to develop programs and ideas to create global standards and open APIs to pave the way for automotive-based “personalized discovery” tools with secure check-out options and relevant loyalty rewards.

In many ways, the partnership brings together the work Mastercard has done over the past five years via previous collaborations with car manufacturers, travel companies, mass transit agencies and other mobility providers, enabling better, more connected experiences for residents and visitors traveling to and within global cities.

As physical infrastructure is often reaching its limits, digital solutions can help anticipate and recommend certain scenarios, such as choosing the right mode of transportation at the right time.

“With more users than ever moving between different places and devices, enterprises need to work more closely together to curate experiences that put people, not things, at the center,” says Hany Fam, EVP, Enterprise Partnerships, Mastercard. “By combining our expertise and our reach, Mastercard and HERE Technologies have the opportunity to empower mobile lifestyles in the most secure, informed and inclusive way.”

Ultimately, the two hope to advance the connected consumer concept of “mobility-as-a-service (MaaS),” which includes location-based offerings associated with the use of the Knowledge Graph and Connected Intelligence that fuels online/offline commerce.

Solutions for these use cases will aim to leverage data analytics capabilities from both companies, including HERE’s Open Location Platform. Whether mobility and logistics providers, cities and tourism authorities, retail brands or financial institutions – all these players want to be able to serve up information that is most relevant to a given time, location and customer.

“Location technology and digital payments are at the heart of how we access services in the physical world,” says Angel L. Mendez, EVP/COO, HERE Technologies, unveiling the alliance at CES 2018. “Together they enable people, businesses and cities to deliver, and act on, valued information at the right time and location. We look forward to working with Mastercard on a wide-ranging innovation program that will help shape the personal experience of users across transportation modes and within smarter cities.”

The agreement also calls for HERE will also join City Possible, Mastercard’s program that serves as a platform for collaborations between the private and the public sectors to build Smart Cities.

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.