Connections Summit - Retail & Smart Products Track

Retail & Smart Products Track
March 7, 2018

Alessandro Gherardi "Tailor-made" NFC
Linking Customer Experience & Future Sales
Carlo Carminati
Sales and Marketing Director, SAIT Srl
Andrea Gobbi
CEO, Alessandro Gherardi Srl

Software Solutions and RFId Technology
Carlo Carminati

ABOUT US
SAIT is a System Integrator and Consulting Services Provider specifically
focused on Information and Communication Technologies - Specialized on
Identification Systems, Software Developing, Wireless Systems, RFID,
Telecommunication Systems.

JSWS IS THE IDEAL PLATFORM FOR YOUR PROJECTS
RETAIL
Receipt, inventory, sales
and antitheft management through RAIN RFID
LOGISTICS
Management of all logistics operations through
RAIN RFD
TRACK AND TRACE
Management of the traceability and control of the grey
market
CUSTOMER EXPERIENCE
Solutions for the relationship with the end
customer
SAIT platform based on JAVA
technology.
Availble both ON PREMISE and
CLOUD.
JSWS
PRODUCTION
Design, printing and initialization of RAIN RFID care
labels

APPLICATION & MARKET - SUCCESSFULL CASE
PRODUCTION
Infrastructure, Track&Trace
WMS, Brand Protection,
Grey Market
RETAIL & GDO
Infrastructure,
Store operation
WMS, E-commerce
LOGISTIC
Infrastructure, WMS,
HCS, Track&Trace,
Logistic Operation
FASHION
Infrastructure, WMS,
Logistic Operation
Track&Trace, Brand
Protection, Grey Market

1TRUEID
An application of SAIT expertise is represented by 1TrueID, a start-up whose aim
is to verify items’ authenticity through identification technology and providing a
unique customer engagement.

ALESSANDRO GHERARDI PROJECT GENESIS
Alessandro Gherardi asked Sait to esteem the introduction of NFC technology to identify
univocally the single shirt “tailor-made”.
The electronic identification of the single shirt, textures and customizations created during the
production phase, would allow the direct post-sale communication with end customer and
would help resellers and dealers with reorder operations.
TRACK
TRACE

High Quality Shirts Manufacturer
Andrea Gobbi

10
THE PROJECT
Item Tagging
During the production phase an NFC 1TruelD tag is sewn under the brand label of the shirt.

11
THE PROJECT
Tag Encoding
The 1TrueID® NFC tag is initialised with unique single-shirt data.
This operation is performed directly on the finished product, through NFC writer.

After the ironing, the shirt is placed in
the box and ready to be delivered.
12
THE PROJECT
Item Packaging and Delivery
Together with the shipping documents, an SMS and
EMAIL are sent automatically to the retailer, showing
the tracking number and the delivery date of the
package, so that the retailer can inform the customer.

With Alessandro Gheradi App the customer has access to its shirt production details putting the
smartphone near the label of the item (with the NFC tag).
13
THE PROJECT
Customer Features – Alessandro Gherardi App

14
The customer can always check his measures,
selected fabrics, customization of collars, cuffs,
embroidery, initials and make new changes.
He can also be connected to the Alessandro
Gherardi website, for the e-commerce and Made to
Measure services.
Thanks to Alessanro Gherardi App, the customer can watch
the video of the production of his specific shirt, having
access to the Alessandro Gherardi manufacturing world.
THE PROJECT
Customer Features - Alessandro Gherardi App

15
THE PROJECT
Retail Features - Alessandro Gherardi App

16
THE PROJECT
Retail Features - Orders Management

17
THE PROJECT

18
THE PROJECT

The production cycle of a Made to
Measure shirt begins now…
19
THE PROJECT
As soon as the order is confirmed, it is
sent to our management system
4Season of SYS data. The system
processes the order and sends it to
the M.t.M. system, a Gerber CAD
program to realize the pattern.

21
ALESSANDRO GHERARDI TAILOR MADE NFC

22
Tailor Made NFC solution is an
“ALESSANDRO GHERARDI” exclusive.
ALESSANDRO GHERARDI TAILOR MADE NFC

Thanks for your Attention!
http://www.saitweb.it/
https://www.alessandrogherardi.com/
http://1trueid.net/

Digitizing the Retail Consumer Experience:
Fresh Results and Insights from the Field
Matthew Bright (matthew.bright@thinfilm.no)
Sr. Director, Product & Technical Marketing, Thinfilm

▪ NFC Solutions provider for mobile
marketing
▪ Physical: flexibility to bring physical
brands and experiences to digital life
through various NFC form factors
▪ Digital: CNECT™ cloud platform to
build, analyze, and optimize
campaigns
▪ Expertise: Key staff from Microsoft,
Amazon, Comscore, agencies,
adtech & martech platforms
▪ Printed electronics technology to extend
benefits of NFC to currently unaddressable
markets
▪ Global approach serving clients through
San Francisco, London, Hamburg,
Singapore, Shanghai
Thinfilm NFC solutions transform physical objects
into digital marketing channels …
… and turn smartphones into direct
brand-to-consumer gateways.
About Thinfilm

Thinfilm’s Vision
Add a
little bit
of intelligence
to a lot of things.

The Physical/Digital Consumer Journey
Source: Google
Stimulus
ZMOT
Pre-shopping
In-Store/In-Home
Reviews
Social
networks
Watch
videos
Search
First Moment
of Truth
In-store/In-home
Second Moment
of Truth
Experience
Which influence other moments

Zero Moment of Truth (“Micro-Moments”)
Source: Google Trends Data, 2015-2016
I-need-some-ideas
moments
• 65% of online
consumers look up more
information online now
versus a few years ago
I-want-to-go
moments
• 2X increase in “near
me” search interest in
the past year
I-want-to-do
moments
• 100M+ hours of
“how-to” content
watched on YouTube in
a year
I-want-to-buy
moments
• 82% of smartphone
users consult phones
in-store to make
buying decisions

Intermediary
Platforms
& Algorithms
E-commerce,
Social,
Search
The Importance of Direct Connections
PRIVATE LABEL
ALTERNATIVE
COMPETITOR
BRAND
YOUR
BRAND
SEARCH
Direct 1:1 connection On-brand messaging
?
1 in 8
visit the brand
directly when
at-shelf
Source: Xenopsi

Reaching & Influencing Connected Consumers
E-Commerce Scrolling Search-directed Direct dialogue with Brand
Offline-to-Online (O2O)
• Brands connect directly with consumers
when they tap on products
• Traffic levels influenced by SEO
spending, paid placement
• Legitimate & counterfeit offers may
be difficult to distinguish
• Vast catalogue / algorithms
determine order
• Private label & paid prioritization may
disadvantage other brands
• Marketplaces may offer counterfeits
Traditional Mobile Discovery Discovery using NFC

How do you win mindshare?
PULLPUSH
43%
46%
47%
48%
56%
58%
60%
63%
56%
61%
70%
66%
66%
83%
Ads on Mobile
Ads in Social Networks
Ads in Search Engines
Online Video Ads
Billboards
Ads in Magazines
Ads in newspapers
Ads on TV
Emails I signed up for
Brand Sponsorships
Branded Websites
Editorial Content
Consumer Opinions Posted Online
Recommendations from People I know
Consumers trust
‘pull’-based
research
65%
more than ‘push’-
based advertising
Source: Nielsen

Comparing NFC and QR
NFC QR Codes
SECURITY Secure, resists cloning Graphics often easily copied
EASE OF USE Read with one tap
Need line of sight,
good camera, good lighting
PRECISION
Inherently uniquely
identifiable (item level)
Often generic, can be costly
to add item-level features
DESIGN
Limitless!
Invisible, fully integrated
into brand graphics
Unattractive
Must maximize size/contrast
to improve usability 33
31%
faster for novice
users to read NFC
(vs. QR)
43%
more users were
‘very satisfied’
by NFC (vs. QR)
Source: Strategy Analytics

Making Connections with NFC
34

Discovery
& Education
• Research products
• Make comparisons
• Read trusted reviews
• Social proof
Purchase
• Customized offers
• Cross-sell products
• Up-sell premium
products
• Loyalty integration
• Origin & traceability
Post-sale
& In use
• E-commerce
integration (reorder,
cross/up sell)
• ‘How to’ - Use tips &
tricks
• Product registration &
warranty
• Voice of customer
What can a single NFC label do?

Building a Physical/Digital Experience
36
Trigger Content
Camera
NFC
Structured
- 1D barcode (UPC/EAN)
- 2D barcode (QR, etc.)
- Digital watermarks
Unstructured (+cloud)
- image recognition
Bluetooth (within range of node)
WiFi (within range of network)
Mobile
web
Action in branded app
Authentication decision
… etc …
Deals/discounts/offers
Product registration
Education / tips & tricks
Link to external services
+

Speed Matters – ‘Keep it Fast’
37
79%
Of shoppers
dissatisfied with site
performance are
unlikely to buy again
16%
Decrease in customer
satisfaction after one
second delay
Source: Akamai, Kissmetrics
Reminder:
Experience Load Time =
Trigger Time + Page Load Time + Network Latency

Architecting an NFC Campaign: Fresh & Fun
• Message to millennials & early adopters
• Find mobile payments users with NFC experience
• Leverage existing customer data
Target participants
• Offer a meaningful payoff
• Design a clear call to action
• Cross-promote with other media
Motivate
& excite
• Architect for multiple engagements
• Delight on each tap
• Develop inherently sharable experiences
Maximize impact
& reach

NFC Provides New Source of Insights on
Product Distribution & Consumer Behavior
Supply chain
transparency
Identify where batches
are distributed
geographically
40% of tapped
coasters were
tapped by multiple
people
When direct mail pieces are
being received based on
Postal Service bulk mail
delivery
Consumer
Behavior
Secondary taps shows
that wine is potentially
consumed just as
much for lunch as for
dinner
Diet shake consumers eat
later than average, and do
not consume dinner shakes
on weekends
People are most likely to
smoke or consume tobacco
messaging between 2-5 pm,
and do not smoke at meal
times
Product flow Mail
Distribution
Virality Consumption
habits
Associated habits Information
consumption
Specialty Gin
On Label
Craft Beer
Coasters
Chewing Tobacco
Direct Mail
Wine Bottle
Neck Hangers
Nutrition Supplements
Welcome Package
Tobacco
Direct Mail

1 | Coronado Brewing Coasters Boost
Consumer Engagement
Winner:
IoT Product In
Market

2 | Barbadillo: Smart Wine Collar
Delivers Superior Leads
Instant
Prize
Consumers Tap to Win Prize
Innovative Lottery style Campaign promoted
through traditional Point of Sale + Print, TV, Radio
media Channels
Campaign Objectives
• Improve Consumer Engagement
• Growth in New Brand Fans
• Increase Sell Through
126k
Smart Bottles
Largest Wine & Spirits Campaign
Nationwide in Spain, 200+ major retail outlets
More MQLs* than any other channel
2-11x
*Marketing Qualified Lead
Of bottles tapped were purchased and re-tapped at new
location, generating location data in CNECT™ platform>30%
2017 Campaign judged by Barbadillo to be twice
as effective as prior years because of SpeedTap™
NFC deployment
Watch the video:
https://goo.gl/UsPL5H

Brand Engagement for Barbadillo Dando-en-el-Blanco summer campaign on 126,000 Castillo de San Diego bottles
1 3
79%
5%
16%
79% of all traffic from
mobile
74% of mobile traffic is
paid
Desktop
Mobile
Tablet
Direct
Paid
25%
75%
2
26%
61%
11%
54%
14%
30%
Thinfilm
- 10x more
traffic than
Social /
Facebook
- 4x more
engagement
than banner /
display ads
- Even better
than Google
Search /
Google
Banner /
Display Ad
Social / Facebook
54% of brand engagement came from NFC and
Thinfilm SpeedTap™ enabled bottles
Inner circle: Share of paid traffic
Outer circle: Engagement per source
NFC was clearly the best channel for brand engagementMobile dominates Mobile is not free
2 | Barbadillo: NFC Drove More Time on Site than Search,
Social, and Banner Ads Combined

3 | Korean Red Cross
Challenge:
• Address the need for efficiency and transparency
during delivery of relief items
Solution:
• ‘Windmill of Hope’ transformed paper-based
confirmations into quick, simple NFC taps
• Volunteers confirm delivery/transaction by
tapping NFC tag
Key Findings (month 12):
• 90% increase in volunteer adoption
• 128% increase in tap activity

4 | Is this the future of commerce?
Amazon Dash button limitations:
• Pre-order required
• Setup required
• Battery powered
• High-power wireless tech
• Single fixed point
• Multi-use yet single-purpose

4 | … or this?
• Campari Refrigerator Magnet
covering 6 major brands
• Instant, simple ‘Buy Button’
– Zero friction setup
– Connects NFC user to trusted delivery
service
• Dynamic – enables adaptable post-
purchase promotions,
plus cross-sell & up-sell
• Encourages brand loyalty,
can also facilitate channel loyalty

For More: NFC Mobile Marketing For Dummies®
• For brands and agencies who want to use
NFC mobile marketing to improve
consumer engagement
• Foreword by Nick Jones, EVP Global
Business Development & Innovation,
Arc Worldwide
• E-book available for free:
http://www.thinfilm.no/dummies

Let’s continue
the conversation
matthew.bright@thinfilm.no

49
Reimagining Retail Using NFC
Timothy Daly
NXP Semiconductors

50
NXP Creates Solutions That Enable
Secure Connections for a Smarter World
About NXP
• $9.25 billion total revenue 2017
• Co invented and standardized NFC in 2002
• Co-founded the NFC forum
• Continues to drive adoption and scale, and was the first company that had all their NFC
products certified
• Broad contactless portfolio, enabling the world’s largest NFC infrastructure in mobile
smartphones
• World’s leading provider of RFID chips in the market, both for HF/NFC and UHF/RAIN
RFID
• In addition to a complete NFC tag portfolio, NXP also offers NFC-certified smart sensor
products that include cold chain compliance sensors, humidity sensors, and more.
NXP Solves challenges faced by brands and retailers -
Shipping many billions of contactless ICs annually

51
AT A GLANCE
RAIN RFID ALLIANCE + RAIN BENEFITS
RAIN - PASSIVE UHF ADVANTAGES
• 10m+ read ranges
• 100‘s of items read per one second
• No line of sight needed to read item
• Passive, no batteries needed
MISSION
To enable businesses and consumers to
identify, locate, authenticate, and engage
items in our everyday world.
VISION
A future where everyday things are part of
a connected world … like raindrops to the
sea.

52
Near Field Communications (NFC)
NFC is the single global standard for secure proximity-based wireless data transmission enabling NFC
equipped smart phones and wireless devices to create a secure two way digital connection between the
embedded NFC chip and the wireless device.
Use Cases
− Mobile marketing
− Authentication
− Payments
− Transit
− Access control
The Internet of Things (IoT)
A network of internet-connected objects able to collect and exchange data using embedded sensors.

53
Mobile Growth
Global Reach and Scale with NFC Hardware Inside
There were nearly 7 billion phones,
tablets and PCs in use in the world by
the end of 2016.
- Gartner
By 2019, 50% of the global device
population will be NFC enabled…
Source ABI, Strategy Analytics, NXP – November 2017

54
NFC and RAIN RFID delivers value over a product‘s life cycle

55
RAIN RFID NFC
360 Degree Connectivity = NFC + RAIN RFID

56
What’s the number one challenge for brands?
Not knowing who their customer is…
Brands need to create a
compelling customer experience:
“80% of U.S. consumers would pay more for a
product or service to ensure a superior
customer experience.”
- White House Office of Consumer Affairs

57
Make Product Discovery Easy
and Frictionless:
• Education
• Clear call to action
• Cross channel media support
• Content in context
• Two-way value exchange
• Reduced need for
showrooms
• Fun
“Knowing how to reach the right person, at the right time,
with the right message is essential in today’s media-saturated world.”
- Liliana Osorio

58
Use NFC to Empower
Employees:
•
Employee devices
• Live inventory connections
• Product Education
“Enabling employees with technology transforms them into agents
of change. Allowing retailers to meet consumer demands.”
- Seth Waite-- Global Strategist & Chief Marketing Officer, Rev Unit

59
Reward Loyal Customers, Support and Encourage Brand Affinity:
• Loyalty programs “Active loyalty vs. Passive”
• D2C discounts and couponing
• Social rewards
• Emotional rewards
• Charitable rewards
• Special events
• Curated collections
• Amazon like experience; “If this then that”
• Personal shopper
• Remove checkout pain
“Savvy and strategic companies are now looking beyond traditional rewards
programs to delight, create and retain loyal customers. They are looking to
solve customers’ problems and soothe pain points.”
- Howard Schneider -- Senior Consultant, Kobie Marketing

60
Social Media: Make it fun and easy for each customer
to become a brand ambassador on social platforms;
put your customers to work for you
• Reward and encourage sharing
• Empower loyal customers to become
brand ambassadors
• Recommendations
• Gamification
“When you really care about your audience, share great content, and
communicate in a way that aligns with your culture, you will start to see
the positive impact on your business and your brand.”
- Elyse Flynn Meyer -- President & Founder of Prism Global Marketing Solutions

61
Add Surprise and Delight:
• Gamification
• Fun
• Make me smile
“When feelings are not involved, people literally
cannot choose between two things.”
- Antonio Demasio

62
Summary
Reimagining retail and how to deploy NFC
for Success:
1. Make product discovery easy and frictionless
2. NFC to empower employees
3. Reward Loyal customers, support and encourage brand
affinity
4. Social Media
5. Surprise and Delight
NXP is the global leader in IOT solutions to assist brands, suppliers, industrial companies, and retailers.
We are available to assist across the entire ecosystem: NFC, RFID, hardware, software, and solutions.
Everything from support, best practices, to overall system design up to high volume global production.
NXP has already solved the challenges that your brand faces in RFID and continues to drive adoption
and scale

64
Tim Daly
Technology innovator; award winning global leader recognized for the planning, implementation and deployment of leading
edge NFC & RFID business models and programs.
Pioneered the first ever NFC proximity marketing programs, and has proceeded to leverage those successes across most
verticals: retail, grocery, drug, out of home, print, and in high-value consumer products. Tim’s vision for connecting devices and
people was the impetus for the Internet of Things. He envisioned smart objects, smart spaces and smart media which have led
to new products, innovations, patents, and first-ever levels of digital consumer engagement.
Additionally Tim’s foresight and drive led to the creation and execution of the first ID Management platform designed to manage
NFC interactions for global brands and media vendors.

Leading the way for
Connected Cosmetics
Nicolas LECOCQ
Connected Products Project Director, L’Oréal

L’ORÉAL, A GLOBAL LEADER
7Bn
PRODUCTS SOLD
1Bn
CUSTOMERS
ALL
BEAUTY
PRODUCTS
2B€
E-COMM SALES (+33%)
ALL
DISTRIBUTION
CHANNELS
ALL
PURCHASING
BEHAVIORS

L’ORÉAL OPERATIONS, AN ALLY OF BUSINESS
Protect our People
& our Assets
SAFETY & SECURITY
Protect Consumers
& our Brands
QUALITY
Protect our Environment
& Communities
SUSTAINABILITY
SUPPLIERS
CONSUMERS
RETAILERS
DESIGN & DEVELOP SOURCE MANUFACTURE SERVE

ACCELERATED
DEVELOPMENT
CONNECTED
PRODUCTS
AGILE
FACTORIES
PERSONNALISATION SUPPLY CHAIN AS A
BUSINESS DRIVER
IMPATIENT CONNECTED ANYTHING
VERSATILE
IMPATIENT
INDIVIDUAL
SOLUTIONS
ANYWHERE
ANYTIME
NEW CONSUMERS
THE 5 PILLARS OF OUR TRANSFORMATION

69
IMPROVE PRODUCTS
AVAILABILITY
ENABLE
OMNI-CHANNEL

70
ENSURE BEST-IN-CLASS
TRACEABILITY
ENABLE
AUTOMATION

MASTERING THE UHF RFID SUCCESS MATRIX …
by courtesy of

… ONE STEP AT A TIME
Confirm feasibility
through a POC1.
Assess real life gains
through a Pilot2.
Frame industrialization
through an E2E analysis3.
100% reading rate for
non-metallic products
on shelf & in boxes

Confirm feasibility
through a POC1.
through a Pilot2.
Stock accuracy
+21%
Assisted Sales
+700 hrs / year
Shrinkage
-50%

Confirm feasibility
through a POC1.
through a Pilot2.
Sustainable
Tag Makers
Retail RFID
HW / SW Vendors
Innovative Beauty
Distributors

INTERESTED ? LET’S CONNECT !
nicolas.lecocq@loreal.com
+33 (0)1 58 92 20 98
Operations HQ, Clichy
France

Augmented RFID
Paul MULLER, Dr. Sc.
RFID Business Unit Manager, EM Microelectronic

Nice & Good, but…
… at EM Micro, we think that the technology can do more
What if, instead of RFID being the end node, it was the pipe?

Remember, our DNA is Watchmaking

A raindrop can power a watch for 10 minutes

We’re bringing our watchmaking DNA into RFID

Think Radios, Sensors and Displays

Your typical BLE-based IoT setup

Now replace BLE with RFID as the data pipe

Drop the battery and power
using the RFID field

What do we get ?
Augmented RFID

Use Case 1 – Healthcare
➢Body temperature monitoring
➢Pharmaceuticals – Tamper Proof Medication

Use Case 2 – Smart Agriculture
Sensing
➢Moisture
➢Temperature
➢pH
➢Light intensity
➢…
Read-out through
➢Smartphones (NFC lab)
➢Fixed readers (RAIN greenhouse)
➢Drone-mounted readers (RAIN outdoors)

Use case 3 – Shock Sensing
➢When does your child need a new helmet?➢Monitoring throughout logistics delivery (RAIN)
➢Should you accept this delivery? (NFC)

Use case 4 – Industrial
Remote vibration monitoring enables
➢Efficient maintenance cycles
➢Increased infrastructure life span
➢Reduced maintenance cost

Use case 5 – Embedded Equipment
Planes and other high-scale infrastructure contains significant
amount of embedded equipment that requires regular checking
➢Presence of life vests
➢Availability of breathing masks
➢Status of buried battery-supplied equipment

How?
By combining passive RAIN or NFC RFID with
➢ On-chip temperature measurement
➢ Tamper detection
➢ External permanent state sensors
➢ Non-volatile storage of sensor events
➢ Energy harvesting
➢ …

Conclusion
Augmented RFID is all about enabling a new set of use
cases, from industrial to healthcare to smart homes…
…deploying the battery-less IoT that our industry has been
promising to the world for many years.

NFC & Content:
Get Physical with Digital
Richard Dupe
Co-Founder, Tactify/Sharetapes

• NFC analytics and content
management software
• Custom RFID and BLE activations
• Attendee event analytics and
interactive lanyards
• NFC business cards

• Physically hand out digital content
like music, video, web content or
Augmented Reality experiences
• NFC and Shazam means your
campaign is compatible with all
modern smartphones and tablets!
• Connect with consumers through
social media and signups
• Update your content easily and
remotely in realtime
Front
Back
Inside

Outdoor NFC Sept 2011
50 Adshel Transit sites in
Melbourne, Australia were activated
with embedded NFC chips and Wifi
units.
The user was taken to exclusive
digital Coles content, such as
recipes and cookbook videos by
popular Australian chef, Curtis
Stone.

Outdoor NFC in 2013
Throughout premium transit locations in
Sydney and Melbourne, Australia, NFC
and QR panels were embedded on
Adshel sites advertising Mercedes.
These sites featured visual advertising
promoting the new A-Class Mercedes
model, and upon interacting with
mobile, users could schedule a test
drive and learn more about the car.

• Users are hesitant to engage with
NFC (and other tech) on what they
perceive as public infrastructure
• Users are put off by interacting with
technology in public view
• Advertisers will compare NFC
interactions to digital CPC models
• When the interactive object was
instead given to the user, we saw
interaction rates skyrocket
What Did We Learn?

NFC in 2014: Dierks Bentley
Device
Mac
Android
iPad
iPhone
Other
Windows
Source
NFC
QR
Direct
0.24%
84%
0.51%
12.2%
0.35%
1.2%
78.8%
19.5%
0.34%

Nintendo Amiibo
2015: Card-type units sold:
28.90 million
Figurine units sold: 24.70 million
2017: Card-type units sold:
9.3 million
Figurine units sold: 9.1 million

Lego Taps In
Lego incorporated NFC into their
LEGO dimensions range so that the
physical Mini figures could interact with
the digital Dimensions video game.
Each Mini figure has a baseplate
containing an NFC chip. This is read
by the Lego dimensions portal which
communicates the Mini figure ID to the
game, for loading a digital version.

Guinness
Guinness rolled out a mobile brand
engagement program using NFC tags
incorporated into thousands of
Guinness’ beer founts in the UK and
Ireland.
Customers downloaded the Guinness
mobile app onto their smartphone by
tapping their phone against the
famous harp symbol.

NFC Pushing to an App:
Tostitos & Uber
The special bag came equipped with a sensor
connected to a microcontroller calibrated to
detect alcohol on a person’s breath. If
detected, the sensor turned red and forms the
image of a steering wheel, along with a “Don’t
drink and drive” message.
The bag used NFC which allowed consumers
to tap it, and order a ride with Uber
automatically, while also receiving $10 off.

NFC as a Phoneless
Activation: TMP
Front
Back
Raspberry Pi units with active
NFC were built into the back of
standard roll-up banners, and
custom stethoscopes were
created with NFC chips inside
them.
When the user held their
stethoscope against the banner,
a pre-recorded story began to
play through the Pi and into their
ears through the stethoscope.

NFC Content &
Apple iPhone
• NFC is now available to
developers on iOS
• Currently only accessible
through an open application
• Good for adding functionality to
branded utility applications
• Difficult for NFC marketing

• NFC interactions for Android users
• Visual Shazam codes for iOS users
• Exclusive Apple Music Content
• Handed out at Hot 97 Summer Jam 2017 and
Global Hip Hop Day 2017
Summer Jam & Global Hip Hop
Day with NFC and Shazam

NFC & Content:
What’s Next?
• Android NFC is here to stay
• iOS NFC is exciting
• Users are becoming familiar
• The convergence of physical media and
digital content is going to explode over the
next couple of years

PANEL DISCUSSION:
Connected Products: Delivering Enhanced,
Personalized, and Relevant Customer
Jason Oxman
Electronic
Transactions
Association
MODERATOR PANELISTS
Jeanne Duckett
Avery Dennison
Herve d’Halluin
Decathlon
Steve McKean
TableSafe, Inc.

Connections Summit - Retail & Smart Products Track

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