Visa, like most other players in the payment processing market, has come to the realization of the importance of mobile payments not only for consumers but merchants. Late 2012, Visa launched the v.Me mobile in the U.S. market. This move was made with over 50 financial institutions, and 20 merchant partners, showing consumers that not only did they have a solution for their money, but also a ready to use market place of their favorite brands to use it with.

v.Me was revolutionary for customers because it allowed them to use one service, or digital wallet to hold their card from any issuer (Visa, MasterCard, American Express, and Discover) thus not limiting the customers eligible for adoption. For the time being, v.Me is only available for online transactions. However, the process for payment is as simple as entering your email and password, confirming the details of payment and the transaction is complete. Users of v.Me are still eligible for any cardholder points and incentives with whichever method of payment they choose within the wallet.

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Other on-site solutions for the v.Me platform are in the works, including use of NFC, QR codes, and other methods of payment, but no timeline has been given. There are also plans for geotagging options, where based on where the user is located, receiving promotions for merchants they frequent or those that they pass by and may not shop with yet.