Note that Orange have said that they are preparing similar launches in its other European markets. So someone is bullish (eg, Peter Helderman). But retailers still have some questions despite being enthusiastic. Marina O’Rourke, the director of retail technology at the Subway restaurant chain, says that as the mobile phone becomes more ubiquitous, there are many opportunities for retailers to use the technology to market products to customers. She means things like using a phone’s GPS to locate a Subway shop, send an order via text message to the store and then going to pick it up, paying (of course) with the phone. She also says that Subway is in the early stages of piloting some different options for mobile. This kind of vision will, I think, become commonplace more quickly than many anticipate. Many other observers (ie, not just people like me who are obsessed with mobile NFC) think that ultimately may drive acceptance of contactless technology with consumers and retailers is its integration with mobile phones.
Javelin have just come out with a similar perspective, saying that adding contactless to consumer mobile devices will replace payments cards and will spur 30 million additional users over the next 5 years. The numbers are starting get pretty serious.
These opinions are my own (I think) and presented solely in my capacity as an interested member of the general public [posted with ecto]