The smartphone gift card programmes operate on Contis's own established, dynamic payment processing platform and each programme is designed to suit the individual requirements and goals of the client. The smartphone gift cards operate in the same way as a traditional gift or prepaid card scheme with the added advantages of being instant, more flexible, easier to administrate and extremely cost-effective.

Contis smartphone gift cards can seamlessly integrate into an existing, 'traditional' gift card programme or operate as a stand-alone scheme. They provide added value and a more personal buying experience for the end user as well as being secure, flexible and convenient: with a tap of the screen they can be bought, topped up or redeemed. As a result, gift card providers can expect to see improved customer loyalty, increased customer spend and a high return on investment (ROI).

End users can be targeted via their phones with advanced promotional and merchandising opportunities and the gift card application can be linked to existing social media campaigns - enabling free word of mouth promotion via multiple networks.

In terms of cardholder benefits, gift cards can be bought and sent in seconds via a smartphone and redeemed in store or online. Cardholders can instantly track how much they have left to spend and, as accounts are PIN protected, the funds are secure even if a phone is lost or stolen.

The concept offers the ultimate in last-minute presents for customers whose phones are scanned at tills, where payment is taken.

Contis managing director Mike Fromant said: "It's vital that gift cards evolve to meet customer demand for instant, hassle free purchases that can be easily tracked.

"Our new smartphone programmes are perfect for retailers, restaurants, leisure outlets - in fact, everywhere that a traditional gift card scheme could operate. As one of the few true end-to-end solutions providers, we handle the entire process in-house from designing the app to managing the payment process, and everything in between. Once in place, the programmes are cost effective and negate the need to buy supplies of plastic cards and incur postage costs and are therefore kinder to the environment and your marketing budget.

"Smartphone gift cards definitely represent the future of prepaid cards."