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NFC Boring To Interesting - Shanghai Contacless Conference

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Presentation for ContactLess Conference in Shanghai on 12 & 13 on March 2010

Presentation for ContactLess Conference in Shanghai on 12 & 13 on March 2010

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  • I
  • And most important, it’s not FUN. Not FUN at all !
  • Although I still get few advantages, as online top-up and online information. I still don’t have any breaking thorugh advenatges to adopt NFC & Mobile contactless services.
  • This man is Arthur C. Clarke, a Science Fiction English writer << NEED SOME OF HIS BOOKS REFERENCES >> And he said that a greatly advanced technology is like magic ! Which maybe the case for NFC !
  • But users don’t want magic ! They leave Magic to magicians, What they want is something they can use without thinking.
  • This man is Clay Shirky Professor in New York University. He is the Author of “here Come Everybody, an essay on Social & Economic effect of internet technology and social media. And he said that technolgies have real social impact when that very technology become boring. Means so present into your life that you don’t even notice it.
  • ?????
  • ???
  • For me, 3G is very interesting, because as for NFC, 3G came with great promises: You’ll be able to Video Phone your girlfriend, download and watch movies, watch TV …
  • But the reality is very much different: Video phone almost never used, video download is a free service for short video and TV is broadcasted.
  • But let’s look at what are the 3G succesful services in Japan: - Browser based small Flash Game, Game that can be played quickly in a train or a bus, mobile social network where people can interact and exchange. And few other service that use high speed internet service provided by 3G.
  • So if we look closed, we can see that the elements of successful 3G services are: Something the user can interact with quickly; quickly and often, with a quick response time. Something with a social interaction, where people can interact, exchange between each other.
  • Here I believe there is something to learn for NFC Because small access, quick response is the nature of NFC.
  • Let look now at few interesting things into mobile social media
  • This startup company call BUMP has already raised. They propose to exchange information by juts bump 2 iphones together. http:// bu.mp/videos.html
  • It’s pretty simple, start the App.
  • Bump the 2 iphones together,
  • And share some selected content.
  • I spare you the tech talk here … I prefer to show you a video
  • There are of course other ways to exchange the same information between 2 handsets, but what makes it interesting here is the interactifity, they way you can actually initiate the p2p communication between the 2 iPhones.
  • Let’s look at GPS and localization http:// foursquare.com/learn_more
  • Transcript

    • 1. How to make NFC boring to make it interesting ? Lionel Brahami, CEO | Famoco Ltd. Contacless Technology Congress | March 2010, Shanghai
    • 2. Introduction
    • 3. Lionel Brahami
      • 14 years in mobile & contactless
      • Contactless (Gemalto)
        • 5 years in France
        • 5 years in China
      • Video Games (Europe + US Startup)
      • Founded Famoco in 2006
    • 4. Famoco
      • What we do
        • NFCme : Platform for development & deployment of NFC Services
        • “ Delivering NFC Happiness”
      • Clients & References
        • Nokia (Xiamen, China)
        • China Mobile & CMRI
        • Gemalto
        • Gemalto & FET (Taiwan)
    • 5. The Promises & The Problems of NFC
    • 6. Promises of NFC
        • Credit card, loyalty card, transport, movie e-ticket , discount voucher, gift voucher , parking access, access control, tag reading , pay bill, person to person money transfer , exchange business card, exchange contact information , exchange picture , localized yourself , product info rfid tag , open your door, …
    • 7. Why Switching to NFC Services?
      • Contactless card is enough for transport
      • Contactless card is enough for banking
      • Loyalty cards already associated with CC
    • 8. Why Switching to NFC Services?
      • Contactless card is enough for transport
      • Contactless card is enough for banking
      • Loyalty cards already associated with CC
      + no Incentive
    • 9. Switching is painful
      • New mobile, new SIM
      • Register
      • New HABIT
    • 10. Switching is painful
      • New mobile, new SIM
      • Register
      • New HABIT
      + It’s not fun
    • 11. Some Advantages
      • Online money charge
      • Ticketless / cardless services
      • Cheaper ?
      • Check information on Handset’s screen
    • 12. QUESTION
      • HOW TO MOTIVATE USERS TO SWITCH?
      • (Assuming business models are sorted out)
    • 13. My Belief
    • 14. Connected life style will be key driver for NFC take off.
    • 15. Magic vs. Boring
    • 16. NFC is Fantastic!
      • Too great for its own good?
    • 17. Magic? Arthur C.  Clarke English Writer of Science Fiction “ Any sufficiently advanced technology is indistinguishable from magic”
    • 18. Magic is for Magicians!
    • 19. Boring? “ When a technology becomes boring, that's when the social effects become interesting.” Clay Shirky , Professor, NYU Author, “Here Comes Everybody” On Social and economic effects of Internet technologies
    • 20. Turn it on
    • 21. In Other Words: Make it Boring !
      • Making it used everyday , many times , for many simple things .
    • 22. … and give it Meaning !
      • Social aspects enhance the value and spread of technologies.
    • 23. Where to Learn?
      • 3G
      • Mobile Social Media
    • 24. What Can We Learn From 3G?
    • 25. The Case of 3G
      • Promises
        • Video phone
        • Video/movies downloads
        • TV
    • 26. The Case of 3G
      • Promises
        • Video phone
        • Video downloads
        • TV
      • Reality
        • Video phone little used
        • Video download (free service)
        • TV is broadcasted (not using 3G network)
    • 27. Successful 3G Services
      • From Japan (>95% 3G!)
        • Mobile Flash games (browser-based)
        • Mobile Social Networks
        • Mobile Commerce
        • Mobile Auctions
        • Mobile Music Downloads
      • Results
        • TWO mobile SNS worth > 2 billion USD (GREE and Mobile Game Town)
    • 28. Elements of success
      • Many small accesses
      • Quick response
      • Social interactions
      • Combination of network + unlimited data
    • 29. Elements of success
      • Many small accesses
      • Quick response
      • Social
      • Combination of network + unlimited data
      SOMETHING TO LEARN FOR NFC!
    • 30. Mobile Social Media
    • 31. Bump Data Transfer Made Social
    • 32. Start the App …
    • 33. Bump …
    • 34. Bump …
    • 35. Then share !
    • 36. Tech Talk
      • Backup server
      • Motion sensor
      • Analysis of waveform
      • Synchronicity
    • 37. Video
    • 38. FourSquare GPS & Location Made Fun!
      • Check locations
      • Find friends
      • Game
    • 39. Check-in to places
      • GPS localization
    • 40. Share with Friends
      • Leave a note attach to a Place
    • 41. Play Games
      • Earn points, become “mayor” of your favorite places, complete “achievements”
      • Interact with your network of friends
    • 42. Leveraging Behaviors
    • 43. Bring It Into Your App!
      • How to enhance the spreading of a Banking or Transport NFC app?
      • This is EQUAL to
      • “ how to make people switch to NFC ”
    • 44. Bring It Into Your App!
      • How to enhance the spreading of a Banking or Transport NFC app?
      • This is EQUAL to
      • “ how to make people switch to NFC ”
      By integrating social, gaming, lifestyle features and more into your service.
    • 45. Making NFC…
      • Boring as a technology
      • Fun to use
      • Cool, to make it spread
    • 46. How ?
    • 47. Ubiquitous Environment
      • Use Tag reading feature & RFID tags
      • Small, fun and easy services
      • … and INTO serious ones
    • 48. Ubiquitous Environment
      • Use Tag reading feature & RFID tags
      • Small, fun and easy services
      • … and INTO serious ones
      Achieve User Education and increase Perceived Value with entertainment & social features.
    • 49. Tag Bump, Check-in and More!
      • Tag & Publish
        • Check-in, tag-to-post, tag-to-tweet, link to social media
    • 50. Tag Bump, Check-in and More!
      • Tag & Publish
        • Check-in, tag-to-post, tag-to-tweet, link to social media
      • Tag & Exchange
        • Bump, Tag-to-Print, Tag & Play
    • 51. Tag Bump, Check-in and More!
      • Tag & Publish
        • Check-in, tag-to-post, tag-to-tweet, link to social media
      • Tag & Exchange
        • Bump, Tag-to-Print, Tag & Play
      • Tag & Connect
        • URL jump, Tag-to-call, etc.
    • 52. Tag Bump, Check-in and More!
      • Tag & Publish
        • Check-in, tag-to-post, tag-to-tweet, link to social media
      • Tag & Exchange
        • Bump, Tag-to-Print, Tag & Play
      • Tag & Connect
        • URL jump, Tag-to-call, etc.
      • Tag & Download
        • Game, e-coupon, e-ticket, e-book…
    • 53. Tag Bump, Check-in and More!
      • Tag & Publish
      • Tag & Exchange
      • Tag & Connect
      • Tag & Download
      Valorize Tag reading feature to mobilize Users on NFC Services.
    • 54. Making it Work
      • Many options
      • Japan
        • Felica platform
      • Rest of the world?
        • Various solutions
    • 55. Making it Work
      • Many options
      • Japan
        • Felica platform
      • Rest of the world?
        • Various solutions
        • Famoco solution!
    • 56. (Shameless Commercial Plug)
    • 57. NFCme
      • Development and deployment platform for NFC Services.
      • Unleash NFC market creativity
        • Open NFC to new kinds of social, fun and interactive services.
      “ Delivering NFC Happiness” E – Transport Options Close Select
    • 58. Benefits
      • Easy service delivery
          • As easy as updating a web page.
      • Avoid service fragmentation.
          • Same service run on every platform.
      • Keep UI Consistency.
          • All services group into a wallet.
      • Widgets = Smart UI
          • Viral marketing
      E – Transport Close Monthly Travelcard Expire : 30/03/2010 Price : $12 Next station : Mong KoK
    • 59. SDK & Features
    • 60. SDK & Features
      • Complete development life cycle:
        • Develop, test, simulate & deploy in the same environment.
        • Mobile & Server simulator.
      • Easy services development:
        • Java & XML.
      • Run on various development platform
        • Android, WM, Nokia, …
    • 61. Uplifting Conclusions
    • 62. Stop the Tech Talk
      • Think fun
      • Think interactive
      • Think social
    • 63. Stop the Tech Talk
      • Think fun
      • Think interactive
      • Think social
      We have everything to make it work!
    • 64. Contacts
      • Contact me!
        • [email_address]
        • +86 139 1005 0895
        • (I’m here tomorrow too!)
      • Get this presentation
        • www.famoco.com
        • www.slideshare.net/famoco
      delivering NFC happiness
    • 65. Contacts
      • Contact me!
        • [email_address]
        • +86 139 1005 0895
        • (I’m here tomorrow too!)
      • Get this presentation
        • www.famoco.com
        • www.slideshare.net/famoco
      delivering NFC happiness Looking for interesting partners 
    • 66. Thank you !
    • 67.