Google ups the ante in wallet wars

Consumers have been slow to cut up their credit cards and turn on their mobile wallets. But this week, Google Wallet announced a string of features that—to make the proposition more enticing—let mobile wallets do things plastic credit cards don’t.

Google Wallet product managers say they will provide I.D. verification so people can check in for a flight, download virtual boarding passes, and even keep their driver’s license on their mobile phone. (Google GOOG +0.50%   declined to say when these features would become available or how many people have downloaded the app thus far.) 

Through its location-based GPS technology, it already sends shoppers coupons and real-time offers from nearby stores. Experts say these features should finally drive demand for the app. “It offers compelling convenience for consumers and retailers,” says Ben Woolsey, spokesman for credit-card comparison site CreditCards.com.

Just like the Apple’s AAPL +0.21%   forthcoming Passbook app, which is due for release with the iPhone 5 next month, Google Wallet will allow consumers to download loyalty cards, money-off coupons and movie and concert e-tickets directly to the phone. Currently, the app supports MasterCard, Visa and Discover debit and credit cards and works in 200,000 locations nationwide.

“We want you to be able to leave your leather wallet at home,” Robin Dua, Google Wallet’s head of product management, told a Web conference this week.

Even when it comes to just making purchases, experts say Google Wallet has key advantages over most traditional plastic credit cards. For a start, Google Wallet can carry multiple credit, debit and store cards from different issuers, says Michelle Barnhart, assistant professor of marketing at Oregon State University College of Business.

And because it’s a smartphone app, it also has the potential to be a virtual guide for customers in stores, directing them to the best bargains based on their previous purchases.

MORE: http://www.marketwatch.com/story/google-ups-the-ante-in-wallet-wars...