How brands can harness NFC & The Mobile Wallet

How brands can harness NFC & the mobile wallet Directors Briefing May 2011WWW.DIGITALTOMORROWTODAY.COM

How brands can harness NFC& the mobile walletWhy is this important? You will also be able to use the contactless technology on Orange Tags – find these atWith mobile payment solutions growing in certain locations, tap your phone to them, andimportance, NFC enabled mobiles will start you’ll be able to get information direct to yourto become ‘e-wallets’ which is when this Quick tap – enabled mobile.technology becomes very important. Theannouncement of the Google Wallet is the Expect more updates from Orange on Quickfirst major launch of an NFC mobile payment Tap – including an increased range of compatiblesolution. handsets and more information on Tags. We will bring you all the updated news as we get it, soNFC or Near Field Communication is the keep checking back at Store-Orange.”technology that transmits ‘messages’ betweentwo objects in close proximity. The Oyster Card With the handsets (Nexus S has NFC built in)for London Underground and the Barclays , the app platform (Android) and a checkoutContactless payment cards are two examples of Solution, Google has all the component partsNFC being used for payments today. to really grow the mobile wallet solution into all areas of their business.Who is this relevant to? Not to be left out, Facebook were trialling RFIDAny brand looking to sell on mobile devices or badges last year [similar technology to NFC]looking to engage an audience through social which could lead us to speculate they will trynetworks. NFC. However, a stronger assumption would be looking at NFC if they launched their ownNFC and Mobile Devices ‘phone.The inclusion of NFC within mobiles willhelp create a point of differentiation for appdevelopers seeking to translate m-commerceinto real commerce. Whilst Apple have yetto confirm NFC for the iPhone 5 (it didn’tmake the iPad 2) Recent news also confirmsthat Blackberry makers RIM will be looking toincorporate NFC into ‘almost all its new ‘phones.’This week has also seen the launch of Quick Tap,a mobile wallet solution from Orange.“We see a future where a consumer can use themobile phone to spend on the high street, getdiscounts and redeem in store as well as use thephone as a ticket for the bus, train or access to asports or music venue.02 / How brands can harness NFC & the mobile wallet

Apps Using NFC for payments potential of NFC payments is in the distance, brands that have harnessed m-commerce andThe first NFC enabled Android have an understanding of NFC potential will beapps appeared in January this in the strongest position to benefit from thisyear. The first called EnableTable technology.an app that allows NorthAmerican restaurant owners offer How can you harness NFCdiscounts to their customers. As a consumer, you can look at the LopndonWhilst not strictly NFC I expect LoKast will Oyster card or Barlcays contactless paymentmove to NFC once it is widely available. In short system. The Google Nexus S also has NFC builtLoKast offers a personal ‘social network’ that in. The speculation about NFC and the iPhone 5you own and personalise from your ‘phone. continues so we don’t know if it will or won’t.Once in a room you can activate the networkand allow anyone [with the app] to join your For most businesses a dedicated NFC solutionnetwork. It is very much a ‘pop up’ social will be expensive. However, as the hardwarenetwork with lots of promise. Have a look at my comes, so will the app developments whichreview from last year. will decrease the barriers to, and costs of entry. We suggest businesses focus on deliveringThe Future of the Mobile Wallet m-commerce apps and looking at the ability over time to use Facebook credits as a means ofNFC offers the very real potential of crossover payment. This will then lead into the NFC jumpfrom m-commerce to ‘real’ commerce. The rise when the time is right.of Facebook credits and the iTunes accountmeans millions of global consumers already Dtt Directors Briefinghave a mobile payment solution in their pocket.The extension of using these payment methods Ideal for busy Marketing Directors, our regular‘through’ rather than ‘on’ the ‘phone becomes an digital briefing aims to save you time byimportant and very exciting opportunity. condensing hours of our expert research into tenThe challenge will be the ability for ‘bricks minutes of invaluable insight, facts and unbiasedand mortar’ retailers to accept the payments. opinion for you.Barclaycard already has RFID terminals in usewith their contactless card although the number Please visitof retailers accepting them is still quite small, www.digitaltomorrowtoday.com/around 40,000 outlets in the UK. directorsbriefingTransport for London, however is working toaccept contactless payments across its entiretransport network in time for the 2012 Olympics.For brands working in app or mobiledevelopment, the concept of m-payments mustnow be high on the agenda. Whilst the rollout03 / How brands can harness NFC & the mobile wallet

How brands can harness NFC & The Mobile Wallet

by Jamie Riddell

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