As Dekkers Davidson said at teh end of his keynote MCX is ahppy to be in the arena. Anotehr way of saying the same thing is to say "let the games begin". Like Hunger Games the major brands have entered the arena and the question becomes who will win or will all emerge victorious. The other thought is which is cheaper SoftCard with the MNOs charging to rent space in the SIM and SoftCArd and the various TSM operators charging to load the credential; or, Apple Pay with the Payment Schemes and Apple charging for the load of the credentials and earning fees on every transaction. Another thought. With MCX now speaking of the shopping experience and not the payment event one wonders what next. Merchants priority is to increase sales. By developing a solution focused on the shopping experience they are focusing on expanding the size of the basket, increasing the frequency of store visits and building loyalty. Yes CommercecC also has cost as a focus in their quest to reduce interchange. To their advantage they are now are focusing on the real value Increasing sales .