The mobile world is buzzing about a groundbreaking technology that, once widely enabled on mobile phones, could permanently impact the ways in which we shop, compare prices, and actually make purchases. NFC (near field communication) technology, as it’s known, will all but certainly bring with it a plethora of new mobile marketing and advertising opportunities, services, and businesses in the coming months and years. For consumers, however, the introduction of near field communication technology could prove even more significant.
Those in possession of NFC-enabled phones will be able to simply tap their phone on a “smart” poster (or product label) that contains an RFID chip. Once a “connect” is made via contact, the mobile phone user is introduced to a wide array of opportunities and conveniences unique to the product or service they are inquiring about. Whether it’s immediately receiving a coupon, entering a consumer loyalty program, or even watching a commercial for a new brand of detergent, NFC is considered among the technologies capable of revolutionizing the shopping experience for consumers everywhere.
As it stands, the UK, France, United Arab Emirates, Singapore, Taiwan and Korea will likely be the first to push NFC technology, followed closely behind by the US, Canada, Spain, Germany, Italy, Norway, the Czech Republic, Romania and Australia.
“NFC technology will be used to replace everything from credit cards and loyalty cards to bus and train tickets, library cards, door keys and even cash,” says Sarah Clark, author of ‘NFC: The Road to Commercial Deployment’. “What hasn’t yet been decided, however, is who will win the battle to provide consumers with their new hi-tech mobile wallets.”
The report was published by SJB Research, a British company that specializes in analyzing the market for emerging technologies in the mobile and payments fields.
The potential of NFC technology is obviously monumental for both consumers and the mobile marketing industry. With NFC’s targeted usage spanning virtually every industry conceivable, the emergence of NFC-enabled phones is expected to forever alter the mobile landscape and the consumer shopping experience.
“Decisions made in 2010 will be critical in determining which mobile network operators, which banks, which industry suppliers and which service providers become the leaders in the field,” Clark adds. “Ultimately, only two or three companies in each country will succeed in building a major new business providing NFC services to businesses and consumers. The winners could be banks or mobile operators, or even a new entrant to the market.”
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