This is the start of cross-sell / up-sell services war on top of mobile payment to determine which is the most catchy approach for both consumers and merchants. As markets are still forming and business models under constructions (cf Current C vs Google Wallet vs Apple Pay), new value added services will help developing ecosystem that will eventually lock-in consumers via devices, platforms and usage. Does opening doors make more sense than transferring money from bank accounts or analyzing customer purchasing behavior? Hard to tell. Does the consumer have a word to say? Hard to tell.