
# Service benefits

The IDEMIA Tap & Pay service provides issuers with the following benefits:

- In this wallet option, the payment service is **powered and branded by the issuer** enabling them to advertise and communicate about the service and other card product through their mobile banking app. The issuer could perform consumer payment habit analysis to push real time and targeted marketing and promotion campaigns.
- Provide **convenient** and independent payment service to cardholders.
- This wallet option can give the issuers the **freedom to innovate** as they are in control of their roadmap to add new features (contrary to third party wallets). Issuers build the user interface and so **have control over how the cardholder interacts with the service**.
- This payment service **can coexist with third party wallets** enabling the issuer to have a global mobile payment strategy.


Build a global mobile payment strategy with service that gives you flexibility and freedom to innovate.