Rewards program, gamified engagement in the sights of eftpos' new Beem IT chief

A national rewards program is in the sights of eftpos’ new recruit and digital strategist, Mark Britt, as he joins the group as the new chief of its Beem It division.

Beem It is a digital wallet provider and was acquired by eftpos last November as part of the Australian-owned company’s transformation from predominantly card-based solutions at point-of-sale to digital offerings. Alongside the Beem IT acquisition, eftpos has purchased digital identity solutions provider, ConnectID, and kicked off trials of the technology with Australia Post last year.

Britt, who boasts of substantial experience in digital strategy and innovation, joins eftpos as CEO of Beem It, but is also tasked with leading the new ventures business across the group, incorporating ConnectID. Britt most recently co-founded and headed up Asian streaming business, iFlix. Prior to this, he built his digital credentials as CEO of Nine Digital and also spearheaded Microsoft’s consumer and online business across Asia-Pacific. 

Credit: Beem IT

“Mark embraces the startup mindset required to deliver the necessary speed to market and intensity of meeting customer needs,” eftpos CEO, Stephen Benton, said in a statement. “This is critical as the eftpos Group has big aspirations for Beem It, both in terms of the role it will play in Australia as the lifestyle app for all Australians and for the eftpos Group broadly to progressively cover new ventures for the Group.

“Beem It, along with other eftpos assets such as connectID, will be utilised to create compelling innovations within a local ecosystem for consumers, fintechs, merchants and banks to enhance digital commerce while leveraging existing industry investments to help compete with big tech.”

Already, Britt has signalled plans to enable Beem IT with discounts and offers, an all-in-one loyalty wallet, gamified social rewards and promotions supporting local businesses. Beem IT has 1.4 million members nationally.

“There is a great opportunity to make Beem It available to more people with more services and features, while creating an Australian digital marketplace focused on delivering value for all users,” he said. “Australians are already using digital wallets to pay for everyday expenses and eftpos recognises the key growth opportunities are linked to how the value-added services that wrap around the digitised payment are achieved.”

Earlier this year, eftpos took the wrappers off a refreshed brand identity and marketing strategy aimed at supporting its pursuit of the digital payments space.

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