MPayMe has launched its ZNAP mobile payments platform in Italy with the appointment as Italian CEO of Elisabetta De Bernardi, formerly an executive director with Morgan Stanley Italy.

ZNAP is a mobile business platform that combines multi-channel mobile payments with value-added services such as loyalty integration, business intelligence, in-app consumer communication and offer marketing. MPayMe is Hong Kong-based with offices in the U.S., Europe, Asia and Japan; the company launched the ZNAP consumer and merchant apps in Europe in August.

ZNAP allows consumers to pay at the point of sale via smartphone by downloading an app that links to their pre-stored credit or debit card and scans merchant QR codes. Transactions are authenticated by entering a PIN, and consumers can redeem coupons and loyalty points stored in their ZNAP wallet.

Because of the high penetration of smartphones and rapid growth in mobile and online commerce, MPayMe believes the Italian market represents a significant business opportunity for ZNAP.

"Merchants need very little investment to get up and running with our platform," Alessandro Gadotti, MPayMe's group CEO, says in a statement. "We look forward to forging new partnerships and alliances to bring the benefits of ZNAP to merchants and consumers across Italy."

Learn more about loyalty programs and mobile marketing.