Myze is backing off mobile. The San Francisco-based card rewards startup is switching its focus from its mobile app to a browser plug-in for online shopping, CEO Yuval Yifrach informed Bank Innovation yesterday. When Bank Innovation last reported on Myze, the startup, now one year old, was exploring location-based offers. That focus has now shifted to rewards that appear as users shop in a browser-based experience. The company’s ambition is to build the world’s largest credit-card rewards database. Users enter their credit cards — that is, the type of cards, not the card number itself — into Myze’s system, and Myze then suggests which card is the best to use when customers shop online. Myze has two revenue streams: referral fees from card issuers and sponsored links and paid positioning within reward results. Yifrach wrote yesterday: With regards to the location-based offers, we decided to focus on the online shopping world, given that there are so many more offers and we can provide a hassle-free user experience. I think that our current product is a perfect fit with the way people shop online. Mobile is still on Myze’s roadmap, however. “Currently [Myze's offering] is mainly e-com, but we see m-com as a fast-growing [...]
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