Most respondents in a Mobile Money Live poll say that mobile operators should create their own brands to support NFC-based payment services.  Forty two percent of respondents said operators are in a strong position to leverage their domestic brand recognition as providers of mobile phone services to compete in the mobile money market.

A smaller proportion (37 percent) of respondents thought a wiser approach than going it alone is to partner with a global brand that will also have local recognition such as Visa, MasterCard, Amex or Google. Together the two most popular options accounted for over three-quarters of respondents. The two remaining options were far less popular. The idea that mobile operators should have no retail presence in offering mobile money services was supported by only 16 percent of respondents whereas an option that dismissed service branding as less important than that of the handset received even less support (five percent).