Welcome to a Tap-and-Go World.

Welcometo a tap-and-Go World.How mobile payments will revolutionize the way we buy. Ben Gaddis 12/23/2010

today, everyone in the U.S. pays with cash

today, everyone in the U.S. pays with cash or credit.

today, everyone in the U.S. pays with cash or credit. not by phone.

that’s going to change.

that’s going to change.aBrUptly.

that’s going to change. aBrUptly.dramatically.

that’s going to change. aBrUptly.dramatically.in ways we can’t even imagine.

Before you know it, everyone will bepaying with their mobile phone.

it soundslike thefuture, right?

it soundslike thefuture, right?it’s not.

Using your mobile device to make paymentsis closer than you think.

it’s already happening inmany parts of the world.

many point-of-sale systems inthe U.S. alreadywork on similarprinciples.

near Field communication (nFc) is thewireless technology driving this revolution.

nFc redefineswhat’s possibleby enablingmobile ticketing,mobile payments,smart posters,Bluetooth pairing,e-keys and more.

to make paying for thingsfaster, easier and moresecure than ever before.

introdUcinGtap-and-Go.

they’ll startditchingtheir walletsand usingtheir phonesinstead.

For entertainment.

and romance.

For big stuff.

and small.

For the greater good.

and for the better left unsaid.

and they won’t be shy about showing friends how easy it is.Photograph by hillary h

and they won’t be shyabout showing friendshow easy it is.or how safe it is.

How safe? Safer than credit cards ever dreamed of being.Photograph by Infidelic Thomas

Safer than cash.

Safer than cash.pin number safe.

Safer than cash.pin number safe.remote lockdown safe.

Safer than cash.pin number safe.remote lockdown safe.encryption safe.

So WHere iS tHe tippinG point?Photograph by Neeku

10 years ago,

10 years ago,music looked like this.

enter the ipod.

enter the ipod.now everyone andtheir mom listensto digital music.

3 years ago,Photograph by Dave White

3 years ago,this was an app.

enter the iphone.now, there’s an app ow,for everything.

today,

today,practically no onein the U.S. makesmobile payments.

enter the iphone 5.

rumored to be nFc enabled.

my prediction

my prediction Within 6 months of the nFc-capableiphone 5’s release, there will be 250 million mobile payment transactions in the U.S.

Here’s the math:

Here’s the math:5 million iphone 5’s sold

Here’s the math: 5 million iphone 5’s soldX 50 (transactions in 6 months)

Here’s the math: 5 million iphone 5’s soldX 50 (transactions in 6 months)250 million mobile payments

Here’s the math: 5 million iphone 5’s soldX 50 (transactions in 6 months)250 million mobile payments (that’s a lot of mobile payments.) Photograph by misterbisson

Soundcrazy?

Soundcrazy?Are youwilling tobet againstApplesparkinganotherrevolutionarychange?

the truth is

the truth is mobile payments are going to happenwith or without an nFc-capable iphone 5.

Google is already in.

nokia is in.

Android + Nokia = 62% smartphone share Worldwide Smartphone Sales by Operating Systems in 3Q10 (Thousands of Units) 3Q10 Market Share 3Q09 Market Share Company Units (%) Units (%) Nokia 29.480.1 36.6 18,314.8 44.6 Android 20,500.0 25.5 1,424.5 3.5 Apple 13,484.4 16.7 7,040.4 17.1 Blackberry 11,908.3 14.8 8,522.7 20.7 Microsoft Windows 2,247.9 2.8 3,259.9 7.9 Linux 1,697.1 2.1 1,918.5 4.7 Other OS 1,214.8 1.5 612.5 1.5 Total 80,532.6 100 41.093.3 100 Source: Gartner (November 2010)

carriers never doanything together.

carriers never do anything together. yet 3 of the top 4 have formed a jointventure called iSiS to—you guessed it— build out a nationwide nFc system.

in the U.S., we’re way behind.

in Kenya,people canuse theirmobilephonesto buylivestock.

In Japan, people havebeen using their mobiledevices to pay forgoods and services.

In Japan, people havebeen using their mobiledevices to pay forgoods and services.For years.

Worldwide, there are fewer than 1 billionbank accounts. and 4 billion cell phones. clearly, change is coming.

Worldwide, there are fewer than 1 billionbank accounts. and 4 billion cell phones. clearly, change is coming. count on it.

Worldwide, there are fewer than 1 billionbank accounts. and 4 billion cell phones. clearly, change is coming. count on it. plan for it.

So, WHy SHoUldmarKeterS care?

Because mobile payments will revolutionizehow people buy things.

and how you market to peoplemust change accordingly.

First things first.nFc isn’t justabout peopleleaving theircredit cardsbehind.

it marks thebeginningof a completemarketingecosystem.

it means location-based offersare always on the table.

it means customerscan see an ad,download a couponand redeem it.

it means customerscan see an ad,download a couponand redeem it. all on one device.

anytime.

anywhere.

it means loyalty programscan be built into thepurchase path.

it means customers can be rewardedand motivated to buy as they’re shopping.

in morerelevantways thanever.

tHe FUtUre iS

tHe FUtUre iS tHiScloSe.

once upon a time,

once upon a time,shopping wasjust shopping.

then came online shopping.

then price-comparisonapps made it easy tofind the best deals.

then amazonone-upped thatapproach withprice check and1-click mobilepayments.

What’s happening now will pale incomparison to what’s possible with nFc.

consider how the internet has changedour society in the last decade or two.

multiplythosechangesby 100 Copyright Eric IsselÈe

multiplythosechangesby 100500

multiplythosechangesby 1005001,000

changes powerfulenough to makepersonalizedone-to-onemarketinga reality.

powerfulenoughto tie inlocation,browsinghistory andverifiedcheck-ins.

powerful enoughto change the waywe buy things.

powerful enoughto change the waywe buy things.Forever.

ready totalK nFc? Ben Gaddis Vp – Growth and innovation ben.gaddis@t-3.com

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Welcome to a Tap-and-Go World.

by Ben Gaddis on Dec 23, 2010

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