This looks a lot different to the others out there.

Most of the startups you mentioned are trying to retrofit the loyalty card paradigm to smartphones. I'm not sure that's the right approach - time will tell.

It looks like FiveStar simply works with a business' existing POS / magnetic scanner - and is enhanced by social / mobile. I think that's a smarter, more frictionless approach.

The winner in this space will be the one that's easiest for a business to integrate. Both on a technical level via integrating with POS systems but on a human interaction level: if you're Starbucks you can't tell 17,000 stores that they have to faff with iPhones every time a customer wants to stamp their card.