14 DAY TRIAL // Google has recently announced the acquisition of Softcard technology and intellectual property, planning to compete with Apple Pay, which is already gaining traction in stores across the United States.
But as part of its efforts to fight Apple, Google has also made a collateral victim in the person of Redmond-based tech giant Microsoft, which appears to be losing another important app from the Windows Phone store.
Google, which has only one app in the Windows Phone store - a search tool for its engine, has decided to remove the Softcard app running on Microsoft's mobile platform, as it wants to integrate the purchased technology into its products exclusively.
"The Softcard for Windows Phone app will also be terminated. A specific termination date will be provided soon,” a statement published on Softcard's page reads.
Softcard on Windows Phone
Softcard was previously available in the United States on Windows Phone, thus providing additional functionality to users of a mobile platform that's often criticized for the lack of apps.
The small number of apps currently available in the store continues to be one of the main problems for Microsoft and Windows Phone, so the removal of the Softcard app clearly has a strong impact on all Redmond customers.
Softcard was offered to Windows Phone users via Verizon and AT&T, but because of the removal of the app, the service will become Google exclusive.
Google looking to boost Android's customer appeal
While Google hasn't said anything about its plans for other platforms as far as the Softcard app is concerned, the company has hinted that it's trying to make Android payments easier with the new acquisition.
“We’re excited to announce that we're working with AT&T Mobility, T-Mobile USA and Verizon Wireless, as well as their mobile payments company Softcard, to help more Android users get the benefits of tap and pay. Under this relationship, the Google Wallet app, including the tap and pay functionality, will come pre-installed on Android phones (running KitKat or higher) sold by these carriers in the US later this year,” the company says (emphasis is ours).
Obviously, Microsoft cannot be pleased with such news, especially in the context of Windows 10 for phones' arrival, so the software giant must find a way to minimize the damages of Softcard's sudden departure as fast as possible.
