Germany-based Wirecard is set to expand its Bluetooth low energy (BLE) payment technology to include mobile value-added services at the upcoming Mobile World Congress (MWC) 2014 event held in Barcelona.

The extension will enable retailers to use location-based services to send personalised offers such as integrated vouchers and loyalty schemes, discounts, and special offers directly to the customer’s mobile device.

Using the BLE payment technology, which has already been integrated into several Apple, Google and Windows smartphone operating systems, retailers can reach their customers directly through new communication channels with targeted loyalty offers.

Additionally, they can also control any marketing campaign by personalised, real-time apps that offer payment and value-added services.

Wirecard Mobile Services executive vice president, Jörn Leogrande, said: "As one of the first payment companies in the world, Wirecard consistently relies on the BLE standard and connects mobile payment with mobile marketing and value added services. We are setting new benchmarks in the field of contactless mobile payment with this solution."

Other technical solutions that will be displayed at the event range from contactless payment such as NFC and QR codes, to Mobile Wallets and innovative M-POS products and services, like the Mobile Card Reader.