The document discusses the growing use of near field communication (NFC) technology to enable mobile payments. It provides examples of NFC being used by transportation agencies like NJ Transit and food chains like Jamba Juice. The document argues that NFC mobile payments will continue growing and help level the playing field for small, local businesses by providing them with customer data and purchase insights.

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What’s In Your Wallet?
NFC-Enabled Mobile Payment Systems
#NFC Andrew Baird 14 February 2012

2. Presentation Outline
 NFC Ramps Up Frequency of Mobile Payments
 Applications Using Google Wallet:
- NJ Transit
- Jamba Juice
 Future Potential in Retail, Vending
 Location Levels the Playing Field
#NFC 1

3. Near Field Communication (NFC)
 Developed in 1990s by Philips and Sony
 Acknowledged by ISO in 2003 to allow secure
contactless communication
Source: “The Future of Mobile Payments” *INFOGRAPHIC+ by G+. Ben Parr. Mashable.com. July 8, 2011
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4. NFC: “I’m Huge in Japan”
 comScore: 9.8 million Japanese mobile users carried
out purchases with mobile wallets in Dec. 2010
Source: “Mobile Payments 2012: My mobile, my wallet?” (Whitepaper) Jeroen del Bel and Monica Gàza. September 2011
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5. The Growing NFC Mobile Market
Source: “Mobile Payments 2012: My mobile, my wallet?” (Whitepaper) Jeroen del Bel and Monica Gàza. September 2011
Source: “The Future of Mobile Payments” *INFOGRAPHIC+ by G+. Ben Parr. Mashable.com. July 8, 2011
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6. U.S. Contenders
#NFC Source: “The Future of Mobile Payments” *INFOGRAPHIC+ by G+. Ben Parr. Mashable.com. July 8, 2011
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7. Transportation Application: NJ Transit
Current Use:
 Third-largest public U.S. transport system allows passengers to purchase
paper tickets with Google Wallet
Opportunities to Improve:
 Mobile ticketing
 Alerts/notifications based on multi-mode transportation
 Partnerships with airlines, car rental companies, other transit systems
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8. Google Wallet in Action: Jamba Juice
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9. QSR Application: Jamba Juice
Current Use:
 Initial launch kicked off at > 200 locations in NY, SF, LA, CHI, and DC in Sept. 2011
 SingleTap feature integrates Google Offers for $2 coupon
Opportunities to Improve:
 Further integrate with Google using Places reviews
- Deliver coupon to customers after writing a review for each Jamba Juice location
- Improve local SEO, customer feedback/participation, and customer loyalty
- Make more informed decisions about customers and tailor products to tastes
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10. Potential Industry Applications
Independent Retail: Vending:
 Opportunity for emerging  Integrate GPS on phones to send
payment systems to partner tailored deals and offers
with small businesses
 Integrate account customer
 Create loyalty programs to
information between partners for
leverage collective resources
quick and easy purchasing
 Deliver relevant products and
offers in exchange for rewards  Track customer use over time and
gain better data on behavior
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11. NFC’s Future: Moving Away from Physical Currency
 More transactions benefit small/medium and Warner Siebert
local businesses CEO, BuzzTable
 Mobile merges digital and real world
 Security Issues: February 2012 Google Wallet Hack
“Mobile unleashed a whole new element to Marketing…location. Marketers will
be able to take advantage of individual consumers’ GPS coordinates and guide
them to their nearest vendor location.”
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12. NFC’s Future: Location Levels Playing Field
 Restaurants, retailers, transportation, and
most local business stand to benefit most
 Consumers’ change in behavior – mobile
payments will become the ‘norm’
Warner Siebert
 Access to existing customer account CEO, BuzzTable
information will help brands ensure greater
customer intimacy
 Lower processing fees = level playing field
for local businesses
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13. Summary
 NFC technology on mobile phones gaining momentum
 United States playing catch up to Asia and European markets
for mobile payments
 Google leads the way with competition heating up
 Transportation, QSR Industries provide glimpse into future state
 Localization aspect of NFC-enabled mobile payment helps level
the playing field for small and local businesses
 Customer data and purchase behavior are key resources for
Marketers in coming years
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14. Q&A
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