More competition in the already hyper competitive payments market. A new entrant noca.com is challenging the supposedly old guard.
I suppose you can call Paypal old guard even though lots of people still haven't heard of it - they do have hundreds of millions of users.
Problem is I think with Noca you won't get points on card purchases because of the processing model. So they are promising to offer their own points program - presumably to compensate the consumer.