2. Near Field Communication
• A set of standards for smartphones and similar devices to establish radio
communication with each other by touching them together or bringing them into
close proximity, usually no more than a few centimetres.
• NFC devices can be used in contactless payment systems, similar to those currently
used in credit cards and electronic ticket smartcards. The aim is for NFC this to
replace or supplement these.
• NFC operates at slower speeds than Bluetooth, but uses less power and doesn’t
require pairing
• NFC can be used in social networking situations such as sharing photos, contacts,
videos or files and in multiplayer games.
• Already used by large brands such as apple, samsung, Nokia, Phillips, Sony and
Google.
• Smartphones with NFC can be paired with NFC tags or stickers which can be
programmed by NFC apps to automate tasks. This can allow for a change of phone
settings, a text to be created and sent, an app to be launched,limited only by the
NFC app and other apps on the smartphone. This feature can be used by anyone
anywhere and doesn’t rely on a company or manufacture so can be used
immediatley.

3. Practical Uses For NFC
• Access control
• Consumer electronics
• Healthcare
• Information collection and exchange
• Loyalty and coupons
• Payments
• Transport
• The Museum of London teamed up with Nokia to create NFC-enabled apps. Visitors
with NFC-enabled devices can learn more about various objects on display, buy
tickets for future exhibitions, get vouchers for the museum's shop and cafés, and
Like or follow the museum on various social media platforms.
• Ticket inspectors working for the public transport operators in Los Angeles and
Minneapolis-St. Paul are now using NFC phones to read passengers' transport
tickets and check that they've paid their fare.
• Google offer a google wallet service that allows customers to store credit card and
loyalty card info in a virtual wallet and then use an NFC enabled device in places
that also accept mastercard paypass transactions.

4. iAd
iAd is an on demand advertisement in
your pocket. The gallery is a promotion
for advertising, featuring campaigns
from some of the world's most
successful brands and their advertising
agencies. The iAd gallery gives easy
access to a selection of the informative
and fun ads that have previously run in
the popular ads. There is a browse
feature to discover ads that haven’t be
seen, or to find those that are the
most popular. There is a ‘Loved
Section’ where users can save their
most loved ads.
iAd can be used on all Apple products
e.g iPad, iPhone, iTouch.
Apple (2012) iAd Gallery (online)
https://itunes.apple.com/us/app/iad-
gallery/id424733624?mt=8

5. Smartphone penetration
by country
If a marketer was to make a new
smartphone app they would need to
research where mobiles were used the
most. According to this chart Sweden
has the highest penetration of
smartphones with the UK and
Netherlands close behind it. This
indicates where would be the best
place to push the apps. For example
Sweden would have a higher
marketing push than Russia due to
having more users.

6. Smartphone Apps
Trainline App –
• Allows you to look up train times
• Purchase tickets quickly via your mobile
• Can us m-tickets for some routes so you can store
the ticket on your phone, others allow you to pick up
a physical ticket when you arrive at the station. This
could be improved by allowing m-tickets for all
journeys.
• Can view station info such as maps, save your
favourite stations and journeys and has a next train
home feature.
• Free to use when paying by debit card
• Free to install
• Easy to use and helpful for buying last minute train
tickets, can buy tickets as little as 10 minutes before
boarding

7. Barclays Ping It
• Transfer money using just a mobile number
• Anyone can use Barclays Pingit
• The app is free to download and use
• Receive money without a smartphone
• You can send up to £750 a day to family, friends and small
businesses, subject to having available funds
• If you are already registered for Barclays Mobile Banking
there’s no need to register for Barclays Pingit too – just
confirm your existing details within the app
• Can’t transfer money from one personal acount to
another if you have more than one account.