Where are the cloud battle lines? Well most significantly the battle lines are forming away from NFC. The Cloud battle is complex, as the strategies are about MUCH MORE THAN PAYMENT. Payment is the ubiquitous service that is the last phase of a successful marketing, engagement, shopping, selection, deliver, retention, loyalty process.
Free Paymentsmay help LU find traction with small restaurants, but from what I hear restaurants have already been struggling to reconcile Groupon offers, LivingSocial Offers with their books.. taking payment through an alternate network (ie different processor) is likely to further challenge the book keeping of these small establishments. Strong recommendation to restaurants.. see what kind of cell data coverage you have in your store before you roll this out.