I'm puzzled by these attempts.
Personally, I cannot see the point of sticking an NFC chip in a phone, be it for GoolePay or ApplePay.
It's another reason to get your phone stolen, it means more parties taking a slice from what you pay which is never good for prices (someone has to pay that overhead, and it's you), and from the provider's perspective it's not a brilliant idea either because they rely on VISA and MAsterCard to carry the transactions, which means they have to hand off money.
In addition, NFC transactions are so risky there is a limit on the value of the transaction.
Am I missing something here?