First Data, a US-based electronic commerce and payment processing company, has rolled out a new open platform, dubbed OfferWise.

Via the newly introduced service, publishers will be able to electronically attach offers such as deals, eCoupons and loyalty programs to one or more of a consumer’s payment cards or mobile wallet, thus enabling the automatic redemption of the offer at the POS. Additionally, the platform leverages the First Data TransArmor service which uses a combination of tokenization and encryption technologies to secure sensitive payment card data.

In addition, OfferWise can link offers to any type of payment card including all credit association brands, PIN or signature debit. Offers are redeemed at the merchant’s POS and feedback is provided via the payment terminal or smartphone.

Through an Application Programming Interface (API) developed by CardSpring, a US-based payments infrastructure startup, developers can now integrate into the OfferWise service and allow publishers to close the gap between online and mobile distribution of offers and in-store transactions.

First Data provides merchants, financial institutions and their customers with payment by debit or credit card, gift card, check or mobile phone, online or at the checkout counter.

In recent news, First Data has entered an agreement with The Members Group (TMG), a credit union service organisation, to implement the latter’s fraud prevention tool, dubbed DefenseEdge.