In 2010, Starbucks developed and implemented an iPhone and Android mobile application called the 'Starbucks Card Mobile Application' for customers in the United States. The main feature of the App allows customers to generate a 2D barcode on their mobile device to be scanned and used as payment in stores. The App is an extension of Starbucks’ existing, tangible, pre-paid reward card for loyal customers. The App is marketed based on its benefits in saving time and making purchases more convenient for the customer.