We all have the pain of carrying around our wallets with multiple loyality cards and credit cards. This launch today of Starbucks iPhone App is clearing showing the new cross-media Analog to Digital world in the form of wallet for our mobile devices.

There are many companies focusing on the future of mobile payments and the wallet, but there is no better brand experience to be able to have the ability to buy from phyical retail from an application.  I see this as the start of a new phenomenal wave of retail convergence via apps that serve as our digital loyality cards.  Apps have really become the personal engagement mechanism beyond the rich multimedia and location based services for entertainment purposes to real mobile commerce.  I am excited to see how this will go cross-platform and even evolve into web widgets.  This is really a benchmark and taste to what will become a personal wallet of experiences in the mobile device and it is exciting to see Starbucks take the first step.  I expect to see lots more of this tied to all the loyality cards we have in our wallet today…