Instant-issue debit cards: Good product. Good strategy?

 
With both technologies, the customer can leave the financial institution with a working debit card. In some cases, there is time lag up to 24 hours or more depending on the processor and whether the financial institution is on line. Nonetheless, the card can be used and the customer does not have to wait up to ten days for the card and the PIN mailer. It can be a great product and a 21st Century way to connect with the customer.
 
With internet based payment systems evolving rapidly, should an institution spend the resources developing an instant issue card? What is the next generation of these types of cards?
 
The strategic perspective is that most big-box retailers have barcode-driven self-serve checkouts. On the flip side, the Starbucks smartphone app has really taken off with their customers, and MasterCard has announced a barcode based smartphone app.
Yes, you can use the app at a retailer to get cash back, but I would not be surprised if Diebold and NCR announce very soon that they are launching barcode scanner enabled ATMs with an app to tell you where you can find the ATMs with that capability.
 
So, the question is: why do you need plastic when you can send customers to a one-time link while they are sitting at your desk opening a new account. Downloading the app could be faster than instant issue and with a lot less technology to manage at the branch at the branch (particularly card inventory and dual control).
 
Let's face it, the internet and smart devices are replacing traditional services with high tech solutions. The real question is; why be physical and issue a card when you can be virtual and transmit an app?