NFC, Proximity Marketing, Statistics of Smartphone use worldwide, iAds.

1. Digital Marketing:
Mobile Marketing
Lewis, Jonathan, Jay, Jack, Sukhi

2. NFC – Near Field Communication
“Near field communication, abbreviated NFC, is
a form of contactless communication between
devices like smartphones or tablets. NFC
technology is designed to increase convenience
when learning, shopping, and sharing data.”
Commuting to the office: NFC can unlock your car, adjust your seats,
and even admit you to the company’s secure parking garage.
At the office: Once you’ve arrived, you can gain access to your office
building and clock in by swiping your smartphone or other device.
Paying for snacks out of the vending machine or clocking in and out
for breaks.
On the bus: you can pay for your bus or train pass and wave your
phone to pass through the gates. Tapping your phone at a kiosk gives
up-to-date information about schedules and delays.
At the store: Coupons and customer reward points are already pre-
loaded on your smartphone and are applied to your total
automatically when you check out. Payment occurs when you wave
your smartphone over the card reader and you are ready to go
without ever opening your wallet.
At a concert You can purchase concert tickets and use your NFC
compatible smartphone to gain access to a concert. Interact with
smart posters at the concert for information about the band. Less
tickets and cards to juggle makes the event hassle-free and reduces
your chances of being pickpocketed.
Hanging out with friends: you can share games, links, and info with
friends by bumping phones. You can even send money to each other
all with the wave of a smartphone.

3. Proximity Marketing
“Bluetooth marketing. Marketing to something
or someone that is near you. For example a
Bluetooth host that is continuously inquiring
for new targets. In addition, when it finds one
the host sends an image, a java game, a BBC 1 doing an event which has been hailed
ringtone, a brochure, or whatever you can as the world's largest virtual world music
store as a file.” festival, the first in-world broadcast by a
major media corporation and a defining
moment in new media.
Retailers use proximity marketing to target
customers who own mobile devices that use
Large posters were erected in and around these
Bluetooth wireless technology. For example, areas encouring attendees to "switch on their
music retailers can broadcast or distribute Bluetooth" to receive free content. The BBC
Content Managers brief was to deliver mobile
content in various formats, including MP3, phone wallpapers of the bands just as they left
MP4, or ring tone formats to customers. the stages after performing.
Over the duration of the weekend, over 2000+
attendees received free mobile phone content to
their phone. which is a major achievement when it
is an unknown just how many had a Bluetooth
enabled phone with them for the event.

4. App Development
“Is the process by which application software is
developed for handheld devices, such as mobile
phones.”
• These applications can be pre-installed on phones during
manufacture or downloaded by customers from software
distribution platforms.
• Application software developers have to consider a lengthy
array of screen sizes, hardware specifications because of
competition in software and changes within each platform.
• Companies that specialize in mobile phone app development
produce iPhone apps that are designed and developed to
enhance user experience.
Useful technologies: JavaScript, Offline resources in Firefox,
HTML5
Examples of application development work:
Custom application development
Application porting from desktop systems to mobile devices
Application porting from one mobile platform to another

5. iAds •
Examples…
Magnum infinity. The
pleasure shaker. Based on
“ In app advertising system.”
magic 8ball, you have to
shake your device
• Mainly used in free apps to compensate for
the lack of revenue generated. • BMW. iBorn Electric, when
• Many apps that have ads in their apps offer a you click on the add you
chance for the consumer to disable them by appear in the driving seat of
paying. the car. You can move your
• The ads can offer interactivity and animation, phone around to explore it.
or just the traditional display banner. • Ben and Jerry’s Core. Game
where you have to eat ice
iAd Revenue Split: Apple finds advertisers cream by pressing squares at
and sells them ad packages. Individual app the right time. Compete
developers don’t have to be involved in against other people.
selling ads. The revenue is split 60/40 in
favour of the app developer.

6. Smartphone Statistics by Country
80% of the world’s
population now has a
mobile phone.
5 Billion Mobile Phones in the World
… Out of which only 1.08 billion are smartphones
91.4 Million Smartphones in the US
The graph illustrates the
global market penetration
rates for year 2011
Singapore has the highest
penetration rate in the
world at 54%.