From research, this another segment that Microsoft has to address. It kind up to Microsoft if they want to compete in this segment against the "big" boys! I don't mean Apple's ApplePay or Google's GoogleWallet but CurrentC and others!
But it better for them to start now; then to let it go and then try to pay catch up when Apple has 40% and Google has 40% and Microsoft has 0% because they just did not address this at the start of the NFC payment revolution.
Softcard is the only NFC one. There's a couple of other similar things, like LevelUp (uses a QR barcode at certain stores), and a bunch of Starbucks card apps, but that's about it.