nfc australia: a snapshot
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A snapshot of NFC in Australia.TRANSCRIPT
Near Field Communication (NFC): A quick look at the opportunity in Australia
Near Field Communication (NFC) is a short range electromagnetic field that allows an enabled device ie your mobile to communicate with another device or to receive a predetermined instruction. It removes the need for the user to open any applications or to actively scan a code just tap your device to an NFC tag or another NFC enabled device.
consumerisation has been largely driven by the major and upcoming payment providers as the transactional world moves from cash wallets to purely digital.
What is NFC?
There will be 863 Million NFC enabled handsets by 2015 53% of all smartphones.
~ Frost & Sullivan
Payments File sharing
Marketing promotions
Ticketing
Security / physical access Identity management
Home Appliances
Gaming
Data transfer
Food & beverage ordering / payment Utility management
Loyalty programs and memberships
The number of manufacturers shipping with NFC is growing.
But what about?...
Despite this, Apple has taken numerous patents on NFC technology (shopping, payments, travel, remote controls). In key markets including Australia, Android handsets most of which are now shipping with NFC capability account for up to 63% of sales.
Apple & NFC
Public Transport: • Pay to access / travel • Download timetable info
from kiosk
Your car: • Start the car • Tune to your music playlist • Pay for parking • • Customise your seat position
At the office: • Access control • Exchange details (business
cards) • Log into computer • Access printing dialogue • Access / control petty cash • Manage attendance
Out & About: • Download perks from
advertising poster • Pay for goods & services • Accumulate points for loyalty
programs • Acquire & use coupons • Order meals & inventory
At home: • Control appliances & lighting • Customise music • Pay for parking • • Customise your seat position
Entertainment: • Use as your ticket • Download exhibit / match
Information & content
Everyday uses of NFC
Industry convergence will unlock mobile commerce via NFC
Source: Accenture
In Australia, mobile payments (including NFC) will account for $19.5 billion of commerce by 2015.
Source: IE Market Research Corp
18-29 y.o. 30-49 y.o.
38% 40%
In fact, 23% of consumers
would rather give up their TV than their smartphone.
More and more Aussies are scanning QR codes while out of home, demonstrating a demand for in-store and location based mobile utility (NFC is a replacement for QRC)
Source: Google, Our Mobile Planet, Australia % of surveyed respondents to scan QR code within last 3 mths
Source: Adobe
73%
Percentage of US consumers that use their mobile in-store to:
• Check prices • Take a photo • Send to others • Find product details • Find nearby sellers • Check for deals
Source: IAB USA
And consumers are actively using their mobile devices in-store...
Source: Google, Our Mobile Planet, Australia
-store experiences with local businesses.
Source: Google Our Mobile Planet
Payments
Mobility & Retail Advertising / Marketing
Transactional focus. Big, established players pave the way for introduction of NFC to retailers, driving consumer demand for NFC enabled devices.
Secondary benefits of NFC are adopted by POS retailers, utility based applications (ie home appliances, tourism, security access, etc) and other Out of Home beneficiaries.
Increasing consumer awareness drive Advertising and Marketing firms to adopt NFC enabled campaigns.
NFC is already in action in Australia
Web: athenaprojects.com.au Twitter: @priceyjohndoe
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