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NFC – Quo Vadis?


                   Dr. Florian Resatsch
                   CEO, servtag GmbH.
                                 Berlin
Android® Beam™ @ MWC 2012
Near Field Communication (NFC): Technology
NFC: It is Radio Frequency Identification (RFID) in consumer
devices. It has been introduced in 2002.
… and it comes in many shapes….
... and why most of you have no NFC phone




                      vs.
The future of mobile NFC – use cases


                           Ticketing
                           and
                    ???
                           Payment

          Pilots           Card-based
                           NFC

        Mobile
        Phone
        based NFC
The future of mobile NFC – use cases


                                      Ticketing
                                      and
                   1. Enabling        Payment
                   applications
                   2. B2B
                                  ?
          Pilots   applications
                   3. Social
                   Networking
2. Current Players in the NFC
         Ecosystem
Current Players in the NFC-Ecosystem


•   Internet Companies
•   Payment Networks
•   Mobile Operators
•   Handset Manufacturers
•   Software Developers
•   Technical Developers (chips)

• What is missing?
     – STARTUPS!!!!!!
3. Market Situation
  3.1 Handset Devices
NFC Handset Manufacturers
• Over 40 devices total
• 20 different manufacturers
• Samsung leading the way (8 current devices)



• Other big players
    –   Nokia
    –   HTC
    –   Motorola
    –   LG                                                          Samsung Galaxy Nexus
    –   Huawei                                                      Source:
                                                                    http://www.nfcworld.com/nfc-
    –   BlackBerry                                                  devices/google-galaxy-nexus/

                                     BlackBerry Curve 9350
                                     Source:
                                     http://www.nfcworld.com/nfc-
                                     devices/blackberry-curve-
NFC Handset Manufacturers – Coming
•   At least 30 more devices in 2012
     – Samsung once again leading the pack (own payment
       solution on the way)
     – Nokia/ Windows Phone 7s to be NFC-compatible
     – Samsung rolling out on all Bada-devices
     – ZTE (4th largest manufacturer ww) for all Android devices

     + Tablet devices (at least 10 in 2012)

Where does that leave us?
  40 Mil. NFC-enabled devices shipped in 2011
 120 Mil. in 2012…
 NFC becoming standard feature on smartphones
                                                                   Winows Phone 7 on Lumia Series
                                                                   Source:
                                                                   http://www.microsoft.com/windowsphone/de-
And what about...the big apple?

• YES or NO?

  – No sign of NFC chip in any of
    Apple‘s mobile devices (iPhone,
    iPad, iPod)
  – Unlike other players, no
    cooperation with payment
    providers or mobile operators
    for NFC...

                                      Source: http://www.logolook.de/wp-
                                      content/uploads/apple_logo.jpg
3. Market Situation
      3.2 Scope
Mobile Payment – the key driver
• USA
   – Internet Companies
   – Payment Networks (Wallet Technology)
   – Retailers
• Europe
   – Mobile Operators
   – Large JV‘s to face Google and other large
     players
• Asia
   – Market well established
   – Technology hub
   – Mobile Operators
Ticketing and Entry Systems – more convenience

• Established, but yet not widely
  spread
• March 2012 survey
  (nfcworld.com): 50% of US-
  commuters ready to use NFC
  phone for transit payments
                                     Source:
Tests around the Globe               http://i.dailymail.co.uk/i/pix
                                     /2011/01/27/article-

    – HID Global /Arizona State
                                     1350709-
                                     0CEC88CE000005DC-
                                     491_634x408.jpg
       University (2011): physical
       access control for 13.000
       university students
                                                                      Source:
                                                                      http://images.avisian.com/asu_nfc_1
Loyalty and Couponing – creating measurable
value
• Replacing loyalty cards with applications on
  NFC phone
• Securely collect and redeem loyalty points
  touch- and seemlessly
• Electronic coupon redemption
    – Easy to use, intuitive
    – 100% measurable for increased performance
      analysis
    – Use of NFC-sticker on phone can replace need
      for NFC device
    – Strong focus on large retailers
                                                     Source:
                                                     http://www.zapatechnology.co
                                                     m/technology/zapa-tag.html
Marketing and Advertising – innovative
performance
• Proximity marketing and hyper-local
  promotional campaigns
• Rich-media interaction with consumers
• In-depth analytics and campaign-
  management

• Allows for end-to-end tracking in
  combination with NFC-payment
     100% performance marketing



                                          Source: http://2d-
                                          code.co.uk/first-nfc-
                                          marketing-campaign/
Others
• Sharing:
   – Business card, MM-formats,
     documents, calendars
       • BlackBerry Tag
       • Android Beam                                                    Source:
                                                                         http://www.cnwintech.com/wp
                                                                         -
                                                                         content/uploads/2011/10/CNW

• Fun: Tag-A-Bag
                                                                         INTECH_Google_Luncurkan_An
                                                                         droid_4_Ice_Cream_Sandwich_
                                                                         Android_Beam.jpg
   – User interaction with objects of
     personal life and creation of virtual
     paths                                   Source: http://assets.vr-
                                             zone.net/13719/bbtag.jpg
   – Innovative marketing approach with
     strong opportunities for relevant
     advertisement
Other: Mobile health

     Satisfying
     special
     needs
Other: B2B applications – Security
HYPER LOCALIZATION
                     Utility and Design Patent
                     servtag™
Exemplary pictures of bars in Berlin with stickers
3. Market Situation
  3.3 Limiting Factors
Security Concerns

• Fed consumer survey (2012): 25% interested in
  using mobile wallet system, 12% feel safe doing so
    – Mobile operators leading role in Europe as drivers of
      technology
    – Secure Element in NFC Chip/SimCard


• Standardisation and norms
  (What happens if.... I put my phone to a malware
  tag with NFC logo?)


                                                              Source:
                                                              http://krowne.files.wordpress.com/20
                                                              11/03/nfc_n-mark.gif
Stationary NFC-ports in Europe
• Up to 120 Mil. NFC-phones worldwide by
  end of 2012, but where will they be used?
    – UK: 60.000 payment ports installed
    – France: Nice, Caen, Strasbourg to roll out
      contact points -> still trials
    – Spain: Telefonica to announce NFC plans
    – No mass-rollout in Germany due to
      reluctance on retailer and customer side to
      trust technology




                                                    Source:
                                                    http://news.preisgenau.de/wp-
                                                    content/uploads/2011/03/nfc-handys
Costs
• NFC-enabled SIM-card: 3-4x cost of
  regular cards

• Extreme investments for installment
  of readers and ports




                     Source:
                     http://www.cutmysim.com/wp-
                     content/uploads/2010/05/93365914-
4. NFC Cases
What‘s been done, what‘s to come
Samsung to build wallet platform


• “Samsung Wallet” to pose major
  challenge for mobile operators and
  existing payment providers
• Massive challenge for Google
• Embedded secure chip for all NFC
  phones
• Coops with Visa payWave and
  MasterCard PayPass possible          Source: http://www.nfctimes.com/news/samsung-
                                       plans-offer-nfc-mobile-payment-service
Carte Magique and OCAN in Nice

• Loyalty program
    – increase traffic to local retailers
    – Promote businesses to shoppers
• 200 retailers equipped with NFC
  readers
• Interaction through loyalty
  platform „Loyalty Operator“
• Access with NFC card or mobile
  phone and „Loyalty Avenue“ app

                                            Source:
                                            http://www.fncv.org/html/upload/3_fiches_techniq
                                            ues_dynamisation/302_cartes_fidelite_collectives/NI
                                            CE_CARTE_FIDELITE.png
San Francisco Transportation
Agency/PaybyPhone

• One of the largest NFC projects
  globally
• 30.800 NFC-enabled parking
  spaces for easy identification of
  location, input of parking times,
  and payment transaction
• To be rolled out throughout US
  and CAN in 2012

                                      Source: www-paybyphone.com
Museum of London/Nokia

• 90 NFC Tags next to
  artwork
• Guided tours for visitors
• Weblinks to artwork,
  purchase of tickets for
  new exhibitions, social
  network integration,
  share with friends
                              Source:
                              http://www.nozio.de/img/london_gu
                              ide_museum_london.jpg
think&go wins Best NFC Application Gold Award
at WIMA NFC (2011)

• Shopping application for visually
  disabled (285Mil. worldwide)
• Application builds personal
  profile(likes&dislikes, allergies, budget)
• supports helpful features such as Text-
  to-speech, Tap-to-basket, Mobile
  Payment)



                                               Source: http://www.thinkandgo-
                                               nfc.com/index.php/news/item/64-thinkgo-nfc-
                                               unveils-nfc-retail-solution-as-the-last-meter-
                                               influencer-at-wima-2011.html
5. Outlook
This year, expect...
...the big players to battle it out in the USA for market position

...Google to face difficulties attracting partners

...Isis to delay nationwide launch

...Target, Wal-Mart, and co. to gain significance

...many handset manufacturers to ship with pre-installed wallets

… Apple to set a sign!
Also look for...
…mobile operators in Europe to seek ownership of NFC payment

...no pertinent mass-consumption of NFC applications

...UK and France to become NFC-leaders in Europe

...Germany to be very slow to adapt

…it all to lead up to a massive NFC-explosion in 2013?
Dr. Florian Resatsch
    servtag GmbH.
resatsch@servtag.com

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Near Field Communication - Update 2012 - On markets and devices

  • 1. NFC – Quo Vadis? Dr. Florian Resatsch CEO, servtag GmbH. Berlin
  • 3. Near Field Communication (NFC): Technology NFC: It is Radio Frequency Identification (RFID) in consumer devices. It has been introduced in 2002. … and it comes in many shapes….
  • 4. ... and why most of you have no NFC phone vs.
  • 5. The future of mobile NFC – use cases Ticketing and ??? Payment Pilots Card-based NFC Mobile Phone based NFC
  • 6. The future of mobile NFC – use cases Ticketing and 1. Enabling Payment applications 2. B2B ? Pilots applications 3. Social Networking
  • 7. 2. Current Players in the NFC Ecosystem
  • 8. Current Players in the NFC-Ecosystem • Internet Companies • Payment Networks • Mobile Operators • Handset Manufacturers • Software Developers • Technical Developers (chips) • What is missing? – STARTUPS!!!!!!
  • 9. 3. Market Situation 3.1 Handset Devices
  • 10. NFC Handset Manufacturers • Over 40 devices total • 20 different manufacturers • Samsung leading the way (8 current devices) • Other big players – Nokia – HTC – Motorola – LG Samsung Galaxy Nexus – Huawei Source: http://www.nfcworld.com/nfc- – BlackBerry devices/google-galaxy-nexus/ BlackBerry Curve 9350 Source: http://www.nfcworld.com/nfc- devices/blackberry-curve-
  • 11. NFC Handset Manufacturers – Coming • At least 30 more devices in 2012 – Samsung once again leading the pack (own payment solution on the way) – Nokia/ Windows Phone 7s to be NFC-compatible – Samsung rolling out on all Bada-devices – ZTE (4th largest manufacturer ww) for all Android devices + Tablet devices (at least 10 in 2012) Where does that leave us? 40 Mil. NFC-enabled devices shipped in 2011  120 Mil. in 2012…  NFC becoming standard feature on smartphones Winows Phone 7 on Lumia Series Source: http://www.microsoft.com/windowsphone/de-
  • 12. And what about...the big apple? • YES or NO? – No sign of NFC chip in any of Apple‘s mobile devices (iPhone, iPad, iPod) – Unlike other players, no cooperation with payment providers or mobile operators for NFC... Source: http://www.logolook.de/wp- content/uploads/apple_logo.jpg
  • 13. 3. Market Situation 3.2 Scope
  • 14. Mobile Payment – the key driver • USA – Internet Companies – Payment Networks (Wallet Technology) – Retailers • Europe – Mobile Operators – Large JV‘s to face Google and other large players • Asia – Market well established – Technology hub – Mobile Operators
  • 15. Ticketing and Entry Systems – more convenience • Established, but yet not widely spread • March 2012 survey (nfcworld.com): 50% of US- commuters ready to use NFC phone for transit payments Source: Tests around the Globe http://i.dailymail.co.uk/i/pix /2011/01/27/article- – HID Global /Arizona State 1350709- 0CEC88CE000005DC- 491_634x408.jpg University (2011): physical access control for 13.000 university students Source: http://images.avisian.com/asu_nfc_1
  • 16. Loyalty and Couponing – creating measurable value • Replacing loyalty cards with applications on NFC phone • Securely collect and redeem loyalty points touch- and seemlessly • Electronic coupon redemption – Easy to use, intuitive – 100% measurable for increased performance analysis – Use of NFC-sticker on phone can replace need for NFC device – Strong focus on large retailers Source: http://www.zapatechnology.co m/technology/zapa-tag.html
  • 17. Marketing and Advertising – innovative performance • Proximity marketing and hyper-local promotional campaigns • Rich-media interaction with consumers • In-depth analytics and campaign- management • Allows for end-to-end tracking in combination with NFC-payment  100% performance marketing Source: http://2d- code.co.uk/first-nfc- marketing-campaign/
  • 18. Others • Sharing: – Business card, MM-formats, documents, calendars • BlackBerry Tag • Android Beam Source: http://www.cnwintech.com/wp - content/uploads/2011/10/CNW • Fun: Tag-A-Bag INTECH_Google_Luncurkan_An droid_4_Ice_Cream_Sandwich_ Android_Beam.jpg – User interaction with objects of personal life and creation of virtual paths Source: http://assets.vr- zone.net/13719/bbtag.jpg – Innovative marketing approach with strong opportunities for relevant advertisement
  • 19. Other: Mobile health Satisfying special needs
  • 20. Other: B2B applications – Security
  • 21. HYPER LOCALIZATION Utility and Design Patent servtag™
  • 22. Exemplary pictures of bars in Berlin with stickers
  • 23. 3. Market Situation 3.3 Limiting Factors
  • 24. Security Concerns • Fed consumer survey (2012): 25% interested in using mobile wallet system, 12% feel safe doing so – Mobile operators leading role in Europe as drivers of technology – Secure Element in NFC Chip/SimCard • Standardisation and norms (What happens if.... I put my phone to a malware tag with NFC logo?) Source: http://krowne.files.wordpress.com/20 11/03/nfc_n-mark.gif
  • 25. Stationary NFC-ports in Europe • Up to 120 Mil. NFC-phones worldwide by end of 2012, but where will they be used? – UK: 60.000 payment ports installed – France: Nice, Caen, Strasbourg to roll out contact points -> still trials – Spain: Telefonica to announce NFC plans – No mass-rollout in Germany due to reluctance on retailer and customer side to trust technology Source: http://news.preisgenau.de/wp- content/uploads/2011/03/nfc-handys
  • 26. Costs • NFC-enabled SIM-card: 3-4x cost of regular cards • Extreme investments for installment of readers and ports Source: http://www.cutmysim.com/wp- content/uploads/2010/05/93365914-
  • 27. 4. NFC Cases What‘s been done, what‘s to come
  • 28. Samsung to build wallet platform • “Samsung Wallet” to pose major challenge for mobile operators and existing payment providers • Massive challenge for Google • Embedded secure chip for all NFC phones • Coops with Visa payWave and MasterCard PayPass possible Source: http://www.nfctimes.com/news/samsung- plans-offer-nfc-mobile-payment-service
  • 29. Carte Magique and OCAN in Nice • Loyalty program – increase traffic to local retailers – Promote businesses to shoppers • 200 retailers equipped with NFC readers • Interaction through loyalty platform „Loyalty Operator“ • Access with NFC card or mobile phone and „Loyalty Avenue“ app Source: http://www.fncv.org/html/upload/3_fiches_techniq ues_dynamisation/302_cartes_fidelite_collectives/NI CE_CARTE_FIDELITE.png
  • 30. San Francisco Transportation Agency/PaybyPhone • One of the largest NFC projects globally • 30.800 NFC-enabled parking spaces for easy identification of location, input of parking times, and payment transaction • To be rolled out throughout US and CAN in 2012 Source: www-paybyphone.com
  • 31. Museum of London/Nokia • 90 NFC Tags next to artwork • Guided tours for visitors • Weblinks to artwork, purchase of tickets for new exhibitions, social network integration, share with friends Source: http://www.nozio.de/img/london_gu ide_museum_london.jpg
  • 32. think&go wins Best NFC Application Gold Award at WIMA NFC (2011) • Shopping application for visually disabled (285Mil. worldwide) • Application builds personal profile(likes&dislikes, allergies, budget) • supports helpful features such as Text- to-speech, Tap-to-basket, Mobile Payment) Source: http://www.thinkandgo- nfc.com/index.php/news/item/64-thinkgo-nfc- unveils-nfc-retail-solution-as-the-last-meter- influencer-at-wima-2011.html
  • 34. This year, expect... ...the big players to battle it out in the USA for market position ...Google to face difficulties attracting partners ...Isis to delay nationwide launch ...Target, Wal-Mart, and co. to gain significance ...many handset manufacturers to ship with pre-installed wallets … Apple to set a sign!
  • 35. Also look for... …mobile operators in Europe to seek ownership of NFC payment ...no pertinent mass-consumption of NFC applications ...UK and France to become NFC-leaders in Europe ...Germany to be very slow to adapt …it all to lead up to a massive NFC-explosion in 2013?
  • 36. Dr. Florian Resatsch servtag GmbH. resatsch@servtag.com

Editor's Notes

  1. Internet Companies:GooglePayment Networks:Isis, Mastercard, Visa,AmEx, all majorbanks (Citigroup, Bank ofAmerica, JP Morgan Chase are all pushingfor NFC solutions)Mobile Operators:USA:AT&T, T-Mobile, Verizon Wireless (alle Isis), Sprint (ggfs. mit Google)Europa:Orange, Vodafone und Telefonica größte Treiber (v.a. in Frankreich und Spanien)
  2. Payment und mCommerce definitiv die großen Treiber für NFCUSA:Isis mitlerweile größer als Google Wallet obwohl noch nicht gelaunchedKooperation mit AT&T, T-Mobile, VerizonGoogle Wallet in USA evtl mit Sprint  nicht die erhoffteReichweiteVisa PayWaveMastercardpaypassTarget/Wallmart: wolleneigene Wallet implementierenfür NFC payment StarkesZeichen an Google!Hauptgründe:Google zugroß und stark mit payment-AnbindungSicherheitsbedenkenEUROPALänderspezifische JV’s von OperatorsEngland: Everything Everywhere, O2, Vodafone UKDeutschland: Telekom Deutschland, O2, Vodafone  mpassals deutsche NFC-payment LösungfürMitte 2012 geplantNiederlande: Banken und Operators JV planenfürMitte/Ende 2012 mobile payment mit NFCING, Rabobank, ABN AmroT-Mobile, KPN, VodafoneFrankreich: Orange, think&go (leading provider für NFC Shopping) und Morpho (smartcard solution provider)Großes NFC Projekt in Nizza (payment, ticketing, information in Museum)ASIENTechnologie starker driverProvider statten devices mit NFC Sims aus (KT 3Mio. in SüdKorea, LG+U weitere 2 Mio.)Sony FeliCa:GrößteskontaktlosesPoS- und Transit-system weltweit!
  3. No more cash/changeNomorestanding in linewaitingtopayforfareNo moremissingridesbecauseoflinesatmachineLondonsystemextremelyefficientRewardusersforusingnewtechnology fares with London oyster card 40% cheaper than regular fares  very smart way to incorporate loyalty program and find out about your customers
  4. Zu viele loyaltycards in der GeldtascheOverload für KonsumentenSmartesysteme dank NFC-Technik verbinden alle Loyalty Möglichkeiten (Punktesysteme, Rabatte, Zahlungsmöglichkeiten)
  5. Bsp: End-to-End Tracking:Warner Brothers und X-Men Movies (1. grpße NFC-ampagne in UK in 2009)User tappedposteretc mit NFC phoneUnique IdentifizierungZahlungim Kino mitgleichem DeviceProxama sitzt in England und arbeitet hautpsächlich mit Banken und Retailern zusammen
  6. Online-Umfrage derFederealReserves Bank (zu lesen bei NFC Times) im März 2012Embedded Secure Element im Chip:Weltweite Gültigkeit!Sicherheit beim Bezahlvorgang (eindeutige Zuordnung, kompatibel mit Zahlungsabwicklung)Schnelle Übertragung N-Mark vom NFC-Forum:Schaffung von Normen und globalen Standards beimEinsatz von NFC
  7. NFC-Stationen:Die Gegenstücke zu den Telefonen sind (vor allem in Deutschland) limitierender Faktor bei der VerbreitungUK, Frankreich und Spanien in Europa führend aber noch nicht weit genug verbreitet um von Massenfähiger Lösung zu sprechenDeutschland: JV zwischen großen Mobilfunkanbietern steht, Verbreitung sehr geringSehr zuückhaltender Markt wie immer
  8. Samsung Card –Samsung Electronics hält Mehrheit an Kreditkartenfirma in Asien und könnte komplett eigene Abwicklung pushenGoogle hatte auf Google-Wallet Implementierung in weiteren Android-Geräten gehofftRemotepayment und weitere mobile commerce Apps denkbar
  9. OCAN (L‘Office du Commerce et de l‘Artisanat de Nice):Gesellschaft für unabhängige Händler in NizzaLoyaltyProgram in Zusammenarbeit mit Cantactless Spezialist ADELYAMarkt in Frankreichsehraktiv und miteinigenplayern in demBereichausgestattet
  10. Google vs IsisOperators vsOperatosPaymentproviders vs...