Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

NFC Boring To Interesting - Shanghai Contacless Conference

1,523 views

Published on

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

Published in: Technology, Business
  • Be the first to comment

NFC Boring To Interesting - Shanghai Contacless Conference

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

×