Near field communication (NFC) allows contactless communication between devices like smartphones and tablets by waving them near each other. NFC is used for applications like mobile payments, sharing contacts and photos. Proximity marketing uses localized wireless signals to target advertising to customers within a certain location. Statistics show smartphone ownership increasing globally, with over 48% of UK residents owning smartphones in 2011. Mobile banking and retail apps provide convenient services to users like viewing accounts, finding locations and making purchases.

1. Mobile Marketing
Alex Barnard
Holly Latham
Hayley Day
Abbey Stott

2. A
Near Field
, Communication
Near field communication, abbreviated NFC, is a form of contactless communication between
devices like smartphones or tablets. Contactless communication allows a user to wave the
smartphone over a NFC compatible device to send information without needing to touch the
devices together or go through multiple steps setting up a connection.
(http://www.nearfieldcommunication.org/)
• NearFieldCommunication.org is devoted to educating individuals, small businesses, and
large companies.
• Near field communication (NFC) technology lets smartphones and other enabled devices
communicate with other devices containing a NFC tag.
• Near field technology lets you pay, play, and learn easily.
•
• Who uses NFC?
• Android
• Nexus S
• HTC Amaze 4G
• Samsung Galaxy S II (http://tag.microsoft.com/developer/nfc.aspx)
• iPhone 5 shows that Apple still considers NFC
(http://www.guardian.co.uk/technology/2012/sep/14/apple-iphone-5-near-field-
communication-nfc)
• Visa, NatWest & RBS bring NFC technology to iPhone users via TouchPay
(http://www.itproportal.com/2012/10/03/visa-natwest--rbs-bring-nfc-technology-to-iphone-
users-via-touchpay/)

3. Near field communications
• Campaigns:
• A leading digital agency in London, FloorD saw every single
staff member get a NFC chip that links him or her into a live
agency competition that tracks every stair climbed, with
prizes for individuals and departments who climb the most
stairs… (http://www.digitalbuzzblog.com/floord-the-nfc-based-agency-stair-
challenge/)
• If you’ve ever wished you could start hitting the “Like”
button for things in the real world, well… Now you can,
courtesy of the “LikeBelt” from the guys at Deeplocal, who’ve
created a prototype belt and android app, complete with all
the instructions you’ll need to start making it happen.
(http://www.digitalbuzzblog.com/introducing-the-likebelt-with-nfc-based-
sharing/)

4. B,Proximity marketing
 “Proximity marketing is the localised
wireless distribution of advertising content
associated with a particular place.
Transmissions can be received by individuals
in that location who wish to receive them and
have the necessary equipment to do so.
Distribution may be via a traditional localised
broadcast, or more commonly is specifically
targeted to devices known to be in a
particular area.”
 Companies use proximity marketing to
wirelessly advertise, market campaigns and

5. Examples of Proximity Marketing

6. C,
• C has not been done because you gave us far
too much work to do and we did not have
enough time to do this.
Terribly sorry!

7. D,
iAds
iAd - The in-app advertising system Apple offers to
developers of iOS apps running on the iPhone, iPod
touch, and iPad. The iAd system allows developers
to include advertising in their apps to earn more
money or subsidize free apps. The ads can offer
sophisticated interactivity and animation, as well as
more traditional display banner ads.

8. Land Rovers use of iAd
• Land rover created an app
Where a consumer could
Change the outside of the car
i.e. colours wheels etc.
They also created an app where
This was successful because they The consumer can view an augmented
Targeted people who never reality and move their iPad anywhere in
Thought they would want a land rover the car and view all of the inside.
But because they could see inside and
Make

9. E,
Smartphone
Market Share and Segment Performance for UK
Statistics
Mobile phone ownership by platform, October 2011
This shows that
48% of the UK
were smartphone
owners in 2011,
however this could
have increased
considerably in the
last year.
COMSCORE MOBILENS/MINTEL 15,000 mobile phone users aged 13+

10. Smartphone Statistics
These statistics show that
Singapore have the highest
percentage of smartphone
holders compared to the
rest of the top ten countries
that only reach over thirty.
The UK didn’t reach the
top ten suggesting that
the majority of our
population don’t own
smartphones even though
most of our generation
do.
Data from January 2012

11. Lloyds TSB Banking App
Helping you stay on top of your money, on
the move.
Key Features and benefits:
• Make payments to new and existing
recipients.
• View account details, including the balance
on most of your Lloyds TSB UK personal
accounts.
• Find a Lloyds TSB branch and Cashpoint®
or LINK ATM in the UK.
• Find useful Lloyds TSB phone numbers.
It’s free to download and available on: Apple App
Store, Google Play, BlackBerry App World and Nokia
Store.

12. CineWorld
app
•Is easy to use and quick once
you favourite you required
cinema, so you can open the app
click one button and it shows you
what movies are showing that
day and what time.
•Is self-explanatory, e.g. if you
want to view the movies for the
following day, just one button to
go to what is showing the next
day.
•Can sometimes be quite slow.
•Shows trailers for each movie.
•Shows which are your nearest
cinema on an iPhone if your
location is visible and how many
miles certain cinemas are.

13. Feel Unique
• Beauty Retail App
• Benefits
• Really easy to use headings for each section
• Saves your details, so its quick to buy products
• Free to download to Phone
• Regular Discounts
• Key features
• Discount Beauty products for sale
• Search for any brand
• Add products to a wishlist for others to see