The mobile wallet landscape is in flux, and recent product pullbacks from major firms underline how unsettled the market remains.

Google recently informed Wallet users it will discontinue NFC-based redemption for loyalty and gift cards, with a cutoff of August 21, 2013.

Users with remaining balances must use tap-to-pay before that date; physical cards will continue to function, and NFC payments with credit or debit cards are unaffected.

Separately, American Express has pared back features in its Serve app, removing daily-deal integrations that once aimed to boost user engagement.

Tech outlets have noted that loyalty linking was an early selling point for Google Wallet, so the sudden rollback has surprised observers; Google says it’s working on an alternative and will provide more information in time.

Google has also trimmed other Wallet features in the past, including the discontinuation of a companion prepaid card.

These shifts suggest that elements once assumed to drive adoption—loyalty programs, coupons and daily deals—haven’t delivered as expected.

At the same time, partnerships like Serve’s tie-ins with NFC initiatives show that interest in tap-and-pay remains strong among providers and retailers.

Ultimately, vendors are still experimenting to discover the right mix of services that will convince consumers to leave the physical wallet at home.

For now, mobile wallets continue to evolve rather than replace traditional wallets outright.

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