they need to do a better job of stitching that together. >> that was jason nolen.right back. ♪ >> i am cory johnson. this is the best of bloomberg west. google buying technology and patents from soft card, a service backed by three of the biggest wireless providers. att, verizon, and t-mobile. worked with google to preinstall its app. but is this going to help google take on apple pay? i talked with the ceo of the pay plan called zip mark. >> apple pay now has the first real competitor. i think if you look at the way that apple pay had been approaching the market they approached it in a sort of holistic kind of way. they lined up the bank, they lined up the hardware obviously , because that's what they do. and the consumer experience. and then they launched. and they're continuously adding issuers. they have some support from mastercard, etc.. google wallet is the early entrant didn't approach the market quite that way and i think what you're seeing now with this deal with soft card is the capitulation of the model that the mobile carriers are going to run with it.