LAS VEGAS, Nev. – Softcard CEO Michael Abbott was selling the value of rewards in the telco-owned mobile wallet today during a keynote address at the Money 2020 conference in Las Vegas.

Abbott said loyalty applications in the Softcard wallet are accepted at about 150,000 merchant locations in the U.S. Most of these locations are believed to be at vending machines. He said activation rates soar when they can get an instant reward.

Softcard, formerly known as Isis, has found it difficult to recruit issuers and merchants for its NFC-enabled mobile wallet and adoption by consumers is believed to be less than inspiring. Softcard commercially launched the wallet a year ago.