High Tech Marketing: Near Field Communication Technology | High ...

Mike Der, owner of Advanced Micro Technologies recaps latest in near field marketing technologies.

Every January, consumer technology professionals gather in Las Vegas for the Consumer Electronics Show (CES). CES is primarily a show for attendees that represent the consumer technology industry. This year?s show attracted more than 140,000 attendees from across the globe. The biggest names in technology are there to talk about their plans for 2012. One of the emerging technologies featured at the show is NFC or ?Near Field Communications?. ???

Near Field Communication

NFC allows two devices to communicate by touching or by being in close proximity. The foundation of NFC is Radio Frequency Identification, or RFID, which has been around for some time. The applications, such as mobile payments and mobile health, however, are new.

Within the last few years, contactless card technology has been maturing and has been adopted by major sectors such as transport, payment, and retailing. In parallel, mobile phones, with the additional offerings of Internet and multimedia services, have successfully entered people?s lifestyles.

Coming soon to your Mobile Phone

The Near Field Communication (NFC) mobile service, which leverages the current contactless infrastructures, has just started to emerge.

Now every major mobile brand has at least one mobile device model on the market that is NFC enabled. And there are much more to come. Contactless card technology can now expand its domain of applicability by adding contactless functionality to the mobile phone.

In some countries, services benefiting from the convergence of contactless card technology and mobile phones have already been introduced commercially, and these converging services are ubiquitous and successful.?

What can we do with it?

Well, sky?s the limit as is usually the case with every emerging technology, but here are some specific uses for NFC:

• Card emulation: the NFC device behaves like an existing contactless card (think transit passes, etc)
• Reader mode: the NFC device is active and reads a passive RFID tag, for example for interactive advertising (this would KILL/OWN QR codes)
• P2P mode: two NFC devices communicating together and exchanging information (e.g. file / data transfer ? would give a whole new meaning to ?giving? files to other users)?

A Day in the Life NFC Mobile User

NFC technology has the power to bring new simplicity and convenience to many aspects of a typical person?s daily life, as this example illustrates:

• 7:30 ? Eric gets on a train to go to his office, using his NFC-enabled phone to tap a reader and easily open the turnstile.
• 7:32 ? He sees a poster announcing a free concert that evening. He touches his NFC-enabled phone to the N-Mark on the poster, which transfers the detailed information onto his phone. He reserves seats for the concert with his mobile phone, using mobile communications (e.g., SMS, internet, packet-based connections), and the complimentary tickets are sent to his mobile phone. He sends a text message to his wife to invite her to the concert and dinner.
• 8:15 ? When he arrives at his office, Eric touches his NFC-enabled phone to the office gate to unlock the security mechanism.
• Noon ? At lunch time, he pays for his meal using one of the credit cards stored in his phone.
• 13:00 ? After lunch, Eric visits the office of his new business partner for a meeting. Those attending the meeting exchange electronic business cards, stored in their NFC-enabled phones, by touching their phones together.
• 18:00 ? Eric meets his wife and they go to the concert venue. He touches his NFC-enabled phone to a turnstile at the entrance to the venue, their reservations are confirmed, and they are admitted.
• 20:00 ? After the concert, they visit a shopping center, where they make a few purchases and have dinner, using their NFC-enabled phones to pay for everything.
• 22:00 ? When they arrive home, Eric realizes that he left his NFC-enabled phone on the train. He immediately calls the mobile network operator and makes a request to disable all active NFC services in the phone. If his phone is later found and returned to him, he will be able to reactivate these services.

NFC uses in Social Media and Marketing

Facebook, LinkedIn, Foursquare, and other social networking sites are likely to use NFC technology in the realm of location-based services. Mobile users could also ?friend? people on Facebook or share personal content by tapping each other?s NFC-enabled phones together.

Instead of running an application on a mobile device to ?like? something on Facebook or ?check in? on Foursquare, mobile users will be able to tap their phones on a NFC tag wherever they are and the task will be complete.

Foursquare has already rolled out this technology to some degree. Foursquare on the Symbian operating system for Nokia smartphones is NFC-enabled and allows for quick check-ins by tapping the phone to a NFC tag where available.

Mobile users could soon be able to tap on a product that has a NFC tag on it with their NFC-enabled phones while inside a store and receive information instantly about the product. Mobile users could also interact with brands by tapping a tag to ?like? a product.

Besides ?check-ins,? when a consumer makes a purchase with NFC technology via a mobile wallet, the retailer can also treat the mobile device as a loyalty card, offering the consumer deals.

See Demo Incorporating NFC in Home Theater Systems

NFC is not only limited to business applications or social media. Prashant Mantha, Broadcom Blog Squad member, interviews Ron Wong, Broadcom?s associate product line director for Bluetooth in the Mobile & Wireless Group, who demonstrates how NFC?coupled with a Wi-Fi connected display and a Bluetooth-enabled remote, headset and gaming controller?brings easy pairing to in-home entertainment systems.

http://www.dailymotion.com/BroadcomCorporation#videoId=xnm6t5

Contributor Micheal Der is the owner of Advanced Micro Technologies a Network/Systems? Integration company that provides IT consulting services to small, medium and large enterprise businesses.? For questions or comments you can email him at info@admt.com.

Source: http://www.highdesertbusinessjournal.com/http%3A/www.highdesertbusinessjournal.com/2012/technology/high-tech-marketing-near-field-communication-technology/admin/?utm_source=rss&utm_medium=rss&utm_campaign=high-tech-marketing-near-field-communication-technology

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