Hasta La Creative!

Softcard, the mobile payment company formed by three of the largest national phone carriers, has found rocky going so far. Now it’s plowing in $1.5 million for a national marketing debut to smooth its path.

The company was born in 2010 as Isis mobile wallet, a joint venture among Verizon, AT&T and T-Mobile. But it failed to gain consumer adoption even after going national last year; analysts blamed bad marketing and arguably premature timing.

Then in September, Apple jumped into mobile payments with Apple Pay, simultaneously legitimating the arena and overshadowing all other contenders. On Sept. 3, the Isis mobile wallet changed its name, to avoid evoking the Islamic military group that arose since the venture first formed.

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