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ShopThis! Turns A Magazine Into A Virtual Store, All With The Simple Tap Of A Finger. (Graphic: Business Wire)

MasterCard (NYSE:MA) is innovating to offer consumers a new way to shop digitally. ShopThis! with MasterPass TM is designed to let readers discover and purchase items from their favorite titles’ advertising and editorial pages, without ever leaving the page itself.

“As consumers embrace a more digital lifestyle, the way they shop and pay for things is changing. Today’s consumer should not have to think about the shopping process – when they see what they want, they should be able to get it, as quickly as possible,” said Garry Lyons, Chief Innovation Officer for MasterCard. “ShopThis! with MasterPass turns this into a reality – you see a product, click to put it in your shopping cart, and check out – simply and safely.”

WIRED, a Condé Nast brand, is the first publication to offer the ShopThis! with MasterPass technology to its readers beginning with the November iOS tablet edition, available October 15. As consumers explore the pages of WIRED’s tablet edition on the iPad they can select products available for purchase via ShopThis! enabled pages which are fulfilled from Rakuten.com Shopping, the first official retail partner. From there, items are placed into a single shopping cart, allowing for a streamlined checkout experience.

“The ShopThis! with MasterPass technology allows us to experiment with how readers can go from product discovery to ownership, without ever putting the issue down,” said Howard Mittman, VP and Publisher of WIRED. “Our goal is to deliver the ability to purchase from WIRED seamlessly, and this relationship represents a crucial first step in converting our content to commerce."

ShopThis! with MasterPass is one of several products currently being incubated within MasterCard Labs, MasterCard’s innovation and R&D division.

To find out more about ShopThis!, visit the MasterCard newsroom @ http://newsroom.mastercard.com/

To experience the ShopThis! with MasterPass purchasing technology on WIRED, current iOS digital subscribers should access the November tablet issue. Readers new to WIRED should download the WIRED app to their iOS tablets to experience ShopThis! with MasterPass.

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