Financial Transport Retail Government Energy The future of retail is customer-driven. A business’ ability to meet customer expectations and provide a superior shopping experience is a crucial element in achieving success in a highly competitive marketplace. In this regard, the mobile channel represents a unique opportunity for retail businesses. By extending their reach to mobile devices, leveraging existing business processes and developing customer-focused solutions, businesses can create innovative ways of enhancing the shopping experience. The Mobile Enterprise Framework (MEF) is a powerful extension to existing infrastructures and allows retail businesses to achieve these goals. The MEF can leverage IT investments, creating an integrated, multichannel customer-centric environment. The mobile device empowers consumers by opening the door to self-service functions of unmatched strength. Consumers can access services anytime, anywhere. With the personal character of the mobile medium, customers can also engage in a positive interaction with brands—one that allows for quality customer feedback, cross-sell opportunities, and personalized product offers. Additionally, porting customer coupon systems to the mobile channel optimizes cost and enables a fully integrated system where both coupon flow and customer behavior can be tracked and managed for business intelligence purposes. With the range of mobile payment instruments supported by our payment solution, mPoint, and the underlying architecture fully equipped for emerging technologies such as NFC, Cellpoint Mobile creates the infrastructure necessary to meet customer expectations with a short time-to-market for product implementation.