Cocacola Japan started the new service using new automatic vender machine system called C-mode with QR code and Felica function involved in Japanese cell phone (not smartphone) in 2002. They made so strong B2B connection with NTT docomo and ITOCHU who are one of the biggest trading company in Japan. C-mode was that cell phone user used own cell phone to buy drinks on automatic vender machine using e-money which called C-mode point.
But they failed to expand this service because Suica, which is e-money of JR to pay train fee in all JR network, is so strong for e-money users, especially in Tokyo.
This fact showsed that Cocacola Japan couldn't understand customer's stand point, and WAON made by aeon group and NANACO made by Seven & I holdings have same problems. Actually Japanese e-money users hate to use so many type of e-money. We should learn from C-mode case.
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