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Razorfish nfc technologies presentation 2013
 

Razorfish nfc technologies presentation 2013

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Near Field Communication (NFC) technology makes life easier and more convenient for consumers around the world by making it simpler to make transactions, exchange digital content, and connect ...

Near Field Communication (NFC) technology makes life easier and more convenient for consumers around the world by making it simpler to make transactions, exchange digital content, and connect electronic devices with a touch.

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    Razorfish nfc technologies presentation 2013 Razorfish nfc technologies presentation 2013 Presentation Transcript

    • NFCMARCH 07, 2013 NFC Technologies Wadood Rahman
    • Agenda• Introduction• Why Now?• Current Landscape• Benefits & Features• Tools & Technologies• Future business cases• Conclusion• Q&A
    • Introduction• Near Field Communication (NFC) technology makes life easier and more convenient for consumers around the world by making it simpler to make transactions, exchange digital content, and connect electronic devices with a touch.• A standards-based connectivity technology, NFC harmonizes todays diverse contactless technologies, enabling current and future solutions in areas such as Access control, Consumer electronics, Healthcare Information collection and exchange, Loyalty and coupons, Payments, Transport and many more endless opportunity
    • Introduction
    • Introduction NFC Renovates User Experiences
    • Introduction • Customers can check out at a store, purchase and load concert tickets to their smartphones, board the subway, read information from a smart poster, and many others tasks all from a single device. • Connect with friends to share information, play games, and transfer data. NFC strives to embrace both work and play, a crucial factor in creating a seamless connect experience with a touch & tap NFC enabled devices. • Controlled by the consumer • Tap and Read • Simpler than other technologies such as QR / blue tooth connection • Easy and inexpensive to deploy • Unlimited informational and promotions; • Opportunities across vertical industry
    • Introduction
    • Why Now?
    • Why Now?
    • Why Now? • Major NFC announcements in recent months from: – Device manufacturers – Financial service providers – Mobile OS vendors – Public transit authorities – Chip makers http://www.nfc-forum.org/resources/N-Mark/ – Retailers • Business models are coming together to launch major NFC initiatives. • 63% of consumer respondents 18-34 are ready to make mobile payments (source: MasterCard).
    • Why Now? • Transport operators are mandating use of NFC . • Stadiums are implementing NFC for ticketing. • NFC enables quick and secure connection handover on the move. • Consumer acceptance and excitement are high with approval ratings up to 85%.
    • Current Landscape
    • Current Landscape • Deloitte  In 2013 there may be as many as 300 million NFC smartphones, tablets and eReaders sold  NFC-based mobile transactions are expected to reach nearly $50 billion worldwide by 2014  1 in 6 users worldwide will have an NFC-enabled phone by 2014  500 million people around the world will use their mobile devices as travel tickets on metros.  Subways and buses by 2015; NFC will drive this growth • Gartner Research  50% of smartphones will have NFC capability by 2015 • Frost & Sullivan  By 2015 NFC technology will be the most-used solution for mobile payment and NFC will enable  worldwide transactions totaling about $151.7 billion • Yankee Group  Global mobile transactions predicted to grow to more than $1 Trillion by 2015
    • Current Landscape  UBank will use Near Field Communications (NFC) technology in a social media campaign, in what it claims is a world first for a banking institution.The bank, an arm of NAB, will use NFC chipped wristbands that create posts to participants’ Facebook accounts each time they touch on at designated points around Melbourne’s upcoming Midsumma Festival. http://www.marketingmag.com.au/news/ubank-in-world-first-nfc-social- media-campaign-for-midsumma-festival-33424/#.UTU-XDDUsyM  The NFC-enabled outdoor campaign for the January 2013 release of the film Zero Dark Thirty was scheduled to run for four weeks. Australia-based NFC advertising company Tapit Media is implementing the outdoor campaign leading up to the films release. Tapit provides the tag-based system for the campaign’s 200 smart posters located in 91 shopping centers in every Australian state except North Australia. Some of the shopping centers are adjacent to movie theaters, which will show the film. Shoppers and prospective movie goers tap the NFC tags to visit a landing page for the campaign.  Samsung placed several NFC-powered posters all over the USA that offer Samsung Galaxy III users exclusive songs, e-books or videos by simply tapping their phones over the NFC tag. This campaign raises both brand- and product awareness while giving the consumer a reason to scan the tag. At the same time it can be used to promote artists, new publications or upcoming movies. http://www.youtube.com/watch?feature=player_embedded&v=MrOMrgokmwQ  20th Century Fox teamed up with UK based NFC mobile commerce company Proxama, JCDecaux and Posterscope to display NFC based movie posters in London. The X-Men First Class movie posters offered exclusive video content and a link to the movie’s Facebook fan page while supplying 20th Century Fox with detailed analytics about poster locations and video views.
    • Current Landscape  As print publications continue seeking ways to entice advertisers, Wired magazine and Lexus have teamed up to create what they say is the first mass-produced print ad embedded with a near-field communications, or NFC, tag. The ad, which can be found in 500,000 subscriber copies of Wireds April issue, allows readers who have NFC-enabled phones -- such as the Nexus S -- to access a demo of the Lexus GS 2013s Enform App Suite simply by holding their phone up to the ad. Unlike the 2-D barcodes found in magazine pages, readers dont need to take pictures of anything with their phones cameras. The phone automatically detects the NFC chip.  Out-of-home advertising giant Clear Channel has begun rolling out a national interactive advertising platform across the UK.  For the Australian launch of the latest edition of the best selling video game franchise, Microsoft has run an NFC-based scavenger hunt that saw limited edition prints being awarded to the first person to tap or scan in at each of 400 out-of-home advertising billboards located around Sydney and Melbourne.  The US clothing retailer is running Spanish language NFC-enabled advertisements at bus shelters in Miami, targeted at "mobile savvy" Hispanic shoppers.
    • Current Landscape • NFC can be used for much more than payments, it is well suited to a wide array of uses: – Transit Fare and Access – Loyalty and Couponing/Targeted Marketing/Location-Based Services – Device Pairing – Healthcare/Patient Monitoring – Information Exchange – Hospitality – Automotive – Gaming – Government Access – Application Downloads – In-store Marketing: information gathering with educational tags – Access Control/Security Patrols/Inventory Control (tags and readers)
    • Current Landscape
    • Benefits & Features • Intuitive: NFC interactions require no more than a simple touch. • Versatile: NFC is ideally suited to the broadest range of industries, environments, and uses. • Open and standards-based: The underlying layers of NFC technology follow universally implemented ISO, ECMA, and ETSI standards. • Technology-enabling: NFC facilitates fast and simple setup of wireless technologies, such as Bluetooth, Wi-Fi, etc.) • Inherently secure: NFC transmissions are short range (from a touch to a few centimeters) • Interoperable: NFC works with existing contactless card technologies. • Security-ready: NFC has built-in capabilities to support secure applications.
    • Benefits & Features
    • Benefits & Features • "Actually, I think today its absolutely worth it to invest in NFC because it will become the main technology to perform transactions in the future. We need to start investing in NFC.“ • "When you view NFC as a complementary technology, rather than a technology on its own, you start to see how powerful it really is.“ • "NFC in the home — if tea or coffee bags were tagged and you had a drink machine that could know exactly what youre brewing, theres opportunity. Its an ease of use that I think people will really go for.“ • Works by touching, instant • – Design can be merged with product • – Larger data storage possible • – Multiple use cases (app launch, BT pairing) • – Re-writable (if desired) Watch this video “A Day in the life of NFC” http://www.youtube.com/watch?v=DZOJO0azPc4
    • Tools & Technologies • NFC is a standards-based technology used to provide short range wireless connectivity technology that carry secure two-way interactions between electronic devices. • Sony and Phillips have taken the lead and jointly developed this technology. • Communications are established in a simple way, not requiring set-up by users as in the case of many other wireless communications. • As such NFC enables users to perform contactless transactions, access digital content and connect electronic devices by touching devices together. • Utilize a specific set of standards governing its operation, interface, etc. This means that NFC equipment, and elements from a variety of manufacturers can be used together
    • Tools & Technologies
    • Tools & Technologies • Simple NFC tags offer just read and write semantics • More complex tags offer math operations, cryptographic hardware to authenticate access to a sector. • The most sophisticated tags contain operating environments, allowing complex interactions with code executing on the tag. • The data stored in the tag can also be written in a variety of formats, but many of the Android framework APIs are based around a NFC Forum standard called NDEF (NFC Data Exchange Format). • Beaming is also another way to consume NDEF messages from one device to another with Android Beam™ • Sony and Phillips have taken the lead and jointly developed this technology. • Communications are established in a simple way, not requiring set-up by users as in the case of many other wireless communications. • As such NFC enables users to perform contactless transactions, access digital content and connect electronic devices by touching devices together. • Utilize a specific set of standards governing its operation, interface, etc. This means that NFC equipment, and elements from a variety of manufacturers can be used together
    • Tools & Technologies
    • Tools & Technologies • NFC is a standards-based technology used to provide short range wireless connectivity technology that carry secure two-way interactions between electronic devices. • NFC near field communication is a wire-less technology, using radio frequencies of 13.56 Mhz • NFC transmission are half duplex, so it is possible to consume the same channel for both transmit and receive. • The data transfer rate may be either 106, 212 or 424 kbps • Active mode of communication: In the active NFC mode of communication, both devices generate an RF signal on which the data is carried. • Passive mode of communication: In this mode of communication, only one NFC device generates an RF field. The second passive device which is the target uses a technique called load modulation to transfer the data back to the primary device or initiator.
    • Tools & Technologies How do I send/receive message? Use NFC Data Exchange Format or NDEF specification is used to define a message encapsulation format for the exchange of data information over an NFC Typical NFC Data exchange/ payload • First record in a message is marked with the MB or Message Begin flag set and the last record in the message is marked with the ME • Header: The header for the NDEF exchange includes indicator for a number of elements: – Payload length: The payload length is always included in the NDEF header by a specific field. – Payload type: The payload type of a record indicates the kind of data being carried in the payload of that record. This may be used to guide the processing of the payload at the discretion of the user application. – Payload identification: An optional payload identifier allows the applications to identify the payload carried within an NDEF record. • Payload: The payload can be of one of a variety of different types: URL, MIME media, or NFC-specific data type.
    • Tools & Technologies Type Desc Memory Speed Type 1 These NFC tags are read and re-write capable and users can 96b – 2kb 106 kbit/s configure the tag to become read-only. Ideal for any simple NFC promotion or application. (based on ISO14443A) Type 2 These NFC tags are read and re-write capable and users can 48b – 2kb 212 kbit/s configure the tag to become read-only (based on ISO14443A) Type 3 These NFC tag type is more applicable for more complex 2kb 212 kbit/s applications, although there is a higher cost per tag (based on the Sony FeliCa system) Type 4 These NFC tags are pre-configured at manufacture and they Upto 32kb 106 kbit/s and 424 can be either read / re-writable, or read-only (compatible kbit/s. with ISO14443A and B standards) Type 1 and type 2 tags are dual state and may be either read/write or read-only. Type 3 and Type 4 tags are read-only, data being entered at manufacture or using a special tag writer.
    • Tools & Technologies • Storing this information all in one place on your smartphone may sound dangerous at first, but actually provides a safer environment than your physical wallet. • There are several important areas for near field communications security. Each possibly vulnerability just be addressed and resolved and some of the major NFC security areas are listed below:.  Eavesdropping  Data corruption  Data modification  Man-in-middle attack • NFC often creates a secure channel for communication and uses data encryption • To completely minimize the risk, it is best to use an active-passive communication mode. • GPS enabled smartphone can be tracked down and recovered.
    • Tools & Technologies SDK & platforms • Various mobile platforms are available in the marketplace are Nokia’s Symbian, Blackberry, Android, Windows, as well as others. Choosing the platform is really dependent on your personal preference, goals, and objectives. • Android : If you want to develop NFC applications on the Android platform, you can learn how to develop by visiting developer.android.com. Google supports NFC in its base Android SDK implementation which is used to build the Google Wallet . • BlackBerry: NFC support in its new Bold 9900 and 9930 smartphones. RIM also recently added NFC support to its Blackberry Java 7.0 Beta SDK. View the full stack. • Windows: NFC support with Windows phone 8 SDK • Symbian : Nokia’s Symbian operating system was the first OS to support NFC, since then they have refined support with an extensive database for NFC app development using C++, Java and Qt.
    • Tools & Technologies Other Development Tools • NFC Starter Kit • NFC Development Kit – • Windows & Android SDK - http://gototags.com/ • Java based - https://github.com/grundid/nfctools • windows phones - ndef.codeplex.com • Tags - http://www.nfctags.com/nfc-applications-which-tag • RF Technology Article and Reports • http://technology.razorfish.com/2011/02/09/near-field-communications-primer/ • http://www.razorfish5.com/Volume2/ SDK also available in other languages such as python etc. For testing there are number of devices available in the marketplace from various manufactures such as Samsung, Sony, Motorola, HTC, BlackBerry, Android Tablets and many launching soon.
    • Future business cases • Pairing NFC enabled devices • Home computer components, entertainment systems & Headsets and handsets • In-car devices • Home appliances • Cameras and printers / digital frames • Connectivity and Quick and secure Bluetooth and Wi-Fi set-up • Fast data transfer • Information Gathering & Read product history from smart tag to NFC phone • Asset Management • Use NFC phones to read smart tags per product for inventory control • Retailer outlet understand consumer patterns • Integrate AR with NFC closer to reality of what we have seen only in movies. • Food industry - Pizza, Coffee consumer identification & services. • However Apple Iphone 5 don’t have NFC support but planning on Iphone 6, instead launched passbook (iphone wallet) • Windows phone wallet uses NFC for in-app purchasing, store personal information and linking Credit cards to your phone.
    • Future business cases
    • Future business cases
    • Future business cases
    • Future business cases
    • Conclusion • Finally NFC a technology which is going to take over Mobile phone user engagement with real world devices and appliance, will open up nearly unprecedented opportunities for ad revenue and ground breaking consumer experiences for companies that have looked beyond mobile payments to uncover its untapped potential. • The Increasing amount of NFC enabled device in the market, tags and high rate of consumer satisfaction will make NFC as a game changing solutions, allow marketers to reach a whole new level of analysis and optimization of marketing programs.
    • Thanks Let’s being the NFC Journey