Making NFC Boring to Make it Interesting

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Making NFC Boring to Make it Interesting

  1. 1. How to make NFC boring to make it interesting? Lionel Brahami, CEO | Famoco Ltd. Mobile Monday | April 2010, Beijing
  2. 2. Introduction
  3. 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. 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. 5. The Promises & The Problems of NFC
  6. 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. 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. 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. 9. Switching is painful • New mobile, new SIM • Register • New HABIT
  10. 10. Switching is painful • New mobile, new SIM • Register • New HABIT + It’s not fun
  11. 11. Some Advantages • Online money charge • Ticketless / cardless services • Cheaper ? • Check information on Handset’s screen
  12. 12. QUESTION HOW TO MOTIVATE USERS TO SWITCH? (Assuming business models are sorted out)
  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! Too great for its own good?
  17. 17. Magic? “Any sufficiently advanced technology is indistinguishable from magic” Arthur C. Clarke English Writer of Science Fiction
  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! • Making it used everyday, many times, for many simple things. • Social aspects enhance the value and spread of technologies.
  22. 22. 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”
  23. 23. 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.
  24. 24. Making NFC… • Boring as a technology • Fun to use • Cool, to make it spread
  25. 25. How ?
  26. 26. Ubiquitous Environment 1. Use Tag reading feature & RFID tags 2. Small, fun and easy services 3. … and INTO serious ones
  27. 27. Ubiquitous Environment 1. Use Tag reading feature & RFID tags 2. Small, fun and easy services 3. …and INTO serious ones Achieve User Education and increase Perceived Value with entertainment & social features.
  28. 28. Tag & More! • Tag & Publish – Check-in, tag-to-post, tag-to-tweet, link to social media • Tag & Exchange – Tag & p2p, Tag-to-Print, Tag & Play • Tag & Connect – URL jump, Tag-to-call, etc. • Tag & Download – Game, e-coupon, e-ticket, e-book…
  29. 29. It’s already here
  30. 30. Facebook Presence
  31. 31. Facebook Presence
  32. 32. iPhone & NFC
  33. 33. Making it Work • Many options • Japan – Felica platform • Rest of the world? – Various solutions
  34. 34. Making it Work • Many options • Japan – Felica platform • Rest of the world? – Various solutions – Famoco solution!
  35. 35. (Shameless Commercial Plug)
  36. 36. NFCme • Development and deployment platform for NFC Services. E – Transport • Unleash NFC market creativity – Open NFC to new kinds of social, fun and interactive services. Options Select Close “Delivering NFC Happiness”
  37. 37. Benefits • Easy service delivery • As easy as updating a web page. E – Transport • Avoid service fragmentation. Monthly • Same service run on every platform. Travelcard • Keep UI Consistency. Expire : 30/03/2010 Price : $12 • All services group into a wallet. Next station : Mong KoK • Widgets & Smart UI • Viral marketing campaign Close
  38. 38. SDK & Features
  39. 39. SDK & Features • Easy services development: – Java & XML. • Complete development life cycle: – Develop, test, simulate & deploy in the same environment. – Mobile & Server simulator. • Run on various development platform – Android, WM, Nokia, …
  40. 40. Uplifting Conclusions
  41. 41. Stop the Tech Talk • Think fun • Think interactive • Think social
  42. 42. Stop the Tech Talk • Think fun • Think interactive • Think social We have everything to make it work!
  43. 43. Contacts • Contact me! – Lionel@famoco.com – +86 139 1005 0895 • Get this presentation delivering NFC happiness – www.famoco.com – www.slideshare.net/famoco
  44. 44. Contacts • Contact me! – Lionel@famoco.com – +86 139 1005 0895 • Get this presentation delivering NFC happiness – www.famoco.com – www.slideshare.net/famoco Looking for interesting partners 
  45. 45. Thank you !

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