This document discusses the potential for Bluetooth and BlueNFC technologies to enable widespread contactless mobile services like NFC. It provides an overview of wireless technologies, compares NFC and Bluetooth adoption rates, and examines use cases where BlueNFC could complement NFC by working on over 80% of existing mobile devices. The document argues that BlueNFC could pave the way for many potential applications by gaining an eight year head start over NFC deployment and working with most phones without hardware changes.

1. Bluetooth, BlueNFC & NFC: What steps for a
Massive deployment of contactless mobile services ?
Bluetooth, BlueNFC & NFC: Quelles étapes pour un
déploiement massif de services mobiles sans contact ?
CARTES & IDentification 2009
C07 - MOBILE MONEY SERVICES: Wednesday, 18th of november 2009 - 14:30-15:00

2. Agenda
 Introduction: Wireless Technologies in Mobiles
 Fact Sheets & History of NFC & Bluetooth
 Could Bluetooth/BlueNFC pave the way to NFC ?
 What Technologies for what Use Cases ?
 Conclusion: Roadmap

3. What's in Your Pockets ?

4. Wireless Technologies
Wireless Technologies (2008 worldwide):
#1 GSM 3B http://www.gsmworld.com / Informa
#2 Bluetooth 2B http://www.bluetooth.com / ABI Research
#3 WiFi 0.8 B http://www.wi-fi.org / In-Stat
WiFi Mobile 0.005 B
1000
750
GSM
Mu 500
Bluetooth
WiFi
WiFi Mobile
250
0
2005 2006 2007
Sources: Gartner, Wireless Intelligence, In-Stat

5. Bluetooth Mobiles Worldwide
Estimated in use Bluetooth Mobiles
US: ~20% Europe: ~60% Asia: ~20%
(Africa: < 10%) (Japan: < 10%)
Source: MobiNear estimates after discussions with Bluetooth SIG

6. Technologies present in Mobile
(Voice & SMS excluded)
100
90
80
70
Bluetooth (in
Advanced European
60 Countries)
Bluetooth
% 50 . (Worldw ide)
Flashcode (France)
WiFi (Worldw ide)
40 Open WiFi (France)
NFC (France)
30 UWBi (Worldw ide)
WiMaxi (Worldw ide)
20 Sources: Gartner, ABI, AFMM,
Bluetooth SIG, MobiNear estimations
10
0
2005 2006 2007 2008 2009 2010 2011 2012

7. NFC success story in Japan
● July 2004: Launch by NTT DoCoMo In Europe: Vodafone & Orange ?
NB: No Operator in Europe is near NTT DoCoMo
● i-mode FeliCa: a technology from In Europe: Orange + Thomson ?
FeliCa Networks (Sony) Who will pay for the + $5 phone BOM ?
NB: >20% &  of Mobile BOM vs. 5%
● NTT DoCoMo invested more than 10B yens (73,6 millions euros) in the readers
subsidies. In Europe: Vodafone to pay for readers ?
● Apr. 05: 34% of Mitsui Sumitomo Card (Mitsui Sumitomo Bank) stakes hold by NTT
DoCoMo. In Europe: Orange to buy a stake in BNP ?
In 2006, SMBC was the #3 largest bank in Japan and the 8th largest bank in the world.
● Nov. 05: Launch of Mobile credit card platform "iD"
● 2005: Partnerships with retail, bank, transport, ...
● 2006: Equipment of the Japanese convinis (small convenience stores), restaurants,
taxis
● Jan. 2006: 10 millions of i-mode FeliCa sold.
● 2008: Coca Cola (C-mode2) 20 000 vending machines forecasted
Source: from a Jap'Presse presentation on NFC at MobileMonday

8. MobiNear BlueNFC
1-3
Mbps
10 cm
Simple Operation Short range Connection Efficient Transfer

9. Why BlueNFC ?
Use Bluetooth to pave the way to NFC usages
BlueNFC: The Complementary to NFC ?
Advantages:
● > 80% of Mobiles compatible at launch time
● Gain 8 years on the market
(NFC: 20% in 2013; Bluetooth: 20% in 2005)
● Low cost function ( > 2 Bu volumes)

10. Technologies Comparaison
Bluetooth BlueNFC NFC
Use today's
Yes Yes No
Mobile
Penetration
> 75 % > 75 % <1%
Rate
< 0.1m – 10m
Range 10m & < 0.1 m
Programmable
721 kbit/s 721 kbit/s
Speed 424 kbit/s
3 Mbps 3 Mbps
Typ.: 3 s
Set-up time 6s < 0.25 s
1-6 s
Reader Cost Low Low Low
Mobile Cost $0 $0 $5
Source: http://en.wikipedia.org/wiki/Near_Field_Communication

11. BlueNFC: Applications
Multi-Services
 Payment :
Ex.: In-Store micro-payment
 In-Situ CRM :
Ex.: Loyalty Card & Coupons, ...
 Content :
Ex.: Personalized Multimedia Content delivery,
Advising, Outdoor advertising, Promotion
(trailers), Audio-Guides, ...

12. Usages: NFC & BlueNFC
Applications Energy BlueNFC Remarks Best Solution
Transport / Fast Read Time
Reader No NFC
(e.g. Tube) 3s Typ.
Transport / Slow
Reader Yes BlueNFC
(e.g. Plane)
BlueNFC with
Payment Reader Yes
SIM Security
Physical BlueNFC with
Reader Yes
Access Control SIM Security
Network / PC BlueNFC with
Reader Yes
Access Control SIM Security
PayTV / VoD BlueNFC with
Reader Yes
Access Control SIM Security
BlueNFC & BlueNFC &
Ticketing via URL Reader Yes
Flashcode Flashcode
Compatible
RFID Mobile ! No NFC / RFID
RFID: No
Micro-Payment Reader Yes BlueNFC
Loyalty Reader Yes BlueNFC
Couponing Reader Yes BlueNFC
Personalized
Reader Yes BlueNFC
Advising
Information Reader Yes BlueNFC
Security Check
Reader Yes BlueNFC
Points Control
Easy
Reader Yes BlueNFC
Bluetooth Pairing
Compatible A/V
Advertising Reader Yes BlueNFC
Multimedia: Yes
BlueNFC &
Ticketing Mobile ! Yes 2D barcode
Source: MobiNear Flashcode

13. BlueNFC Compatibility
 Worldwide Standard (Cf. Bluetooth SIG)
 Multi-Operator Solution
 Multi OEM (i.e. phone manufacturers) Solution
 Multi-Languages Solution
 Multi-Services Solution

14. In Use & Demos Solutions
contact@mobinear.com

15. World of Mobiles
 > 4.6 B users
( > 67% of world population)
 > 3000 models
 > 75 % are Bluetooth
Sources: ITU, GSMA, MobiNear

16. What If …
it exists a Technology that ... ?
 "NFC-like" solution capable of covering
100% of World Mobiles (i.e. from Emerging to iPhone)
 Zero Mobile Modification
(Zero Hardware & Zero Software modification &
Zero software to install & Zero sticker)
 SIM based Security (with Zero SIM change)
To be announced at MWC2010 ...

17. Thank you for your attention.
Any Question ?
Mobi Near
Discover the Digital World around you
Christian CHABRERIE, Ph.D.
Founder & CEO
christian.chabrerie@mobinear.com