I note that the new Visa card with built-in OTP generator hails out of Oz. It makes me proud.
It already has a transmitter/receiver (of sorts) and a keypad - all it needs is a microphone and a few tweaks and presto the credit card morphs into - a $20 mobile phone.
Joking of course.
Possibly an improvement, but still way behind mobile in the user-friendly, ease-of-use and environmental stakes. Perhaps even more dead-in-the-water looking at the production, issuing and ongoing management costs.
You have to watch those Aussies though, you never know what they'll come up with next.
ps. I notice Emue focus on allowing the customers "to identify themselves without the need to provide credentials to an untrusted source."
A sensible approach to say the least and one I would assume that has adopted by most vendors who are serious about authentication. I'm pretty serious about authentication - if you hadn't noticed.
I can't say that I find the idea novel, it seems remarkably like RSA combining their OTP code generator dongle with a 'smart' token. I am sure it has occured to Uri. Perhaps they thought it was too complicated, or expensive or ...what do you think Uri?