NFC Applications: Adoption Outlook
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The market for NFC solutions is evolving in a way that is very different than from what most recent media coverage implies. Vendors that buy into this portrayal and plan their business around this information risk strategic missteps and may fail to capitalize on real present-day NFC opportunities. During this QuickCast, VDC's John Shuster discusses the recent hype around NFC and the implications that coverage has for suppliers based on VDC's recent findings, which suggest the excitement around NFC may be premature.
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NFC Applications: Adoption Outlook
- 1. AutoID & Transaction Automation Practice John Shusterâ Analyst QuickCast NFC Applications: Adoption Outlook January 2012 © 2012 VDC Research QuickCast AutoID & Transaction Automation vdcresearch.com
- 2. Recording Available A full audio recording is available for download at: http://vdcresearch.com/market_research/autoid/freeresearch.aspx © 2012 VDC Research QuickCast AutoID & Transaction Automation vdcresearch.com
- 3. About Us Market Intelligence for Technology Vendors & Investors ï§ Direct-Contact Primary Market Research ï§ Deeply Segmented Data ï§ Expert Insights ï§ Validated Results Custom Consulting Services for Your Most Critical Business Decisions ï§ Research-Based Consulting ï§ Transparent Tools & Methodology o Highly Customized Survey Guides & Output Templates o Sophisticated Market Estimate & Forecast Models o Detailed, Flexible Stakeholder Maps & Profiles o Industry Development Scenarios o Market Opportunity Fit Screening, Rating & Ranking © 2012 VDC Research QuickCast AutoID & Transaction Automation vdcresearch.com
- 4. Our Core Coverage Areas AutoID & Transaction Automation Embedded Hardware & Systems Mobile & Wireless Industrial Automation & Control Embedded Software & Tools Emerging Technologies © 2012 VDC Research QuickCast AutoID & Transaction Automation vdcresearch.com
- 5. Ways to Work With Us Our syndicated research is the basis for the many ways VDC can help you grow your business. We offer a wide variety of services designed to meet help you grow your business. specific tactical and strategic decision support needs. All of our services are built on a foundation of highly skilled professionals applying robust methodologies to VDCâs large and continuously refreshed datasets. © 2012 VDC Research QuickCast AutoID & Transaction Automation vdcresearch.com
- 6. Todayâs Speaker John Shuster Analyst John is an analyst in the firmâs Auto ID practice and covers the markets for NFC, emerging RF solutions and Customer Engagement/Retail Automation Technologies. Prior to working as an Auto ID analyst, John worked in VDCâs Mobile and Wireless practice. John has also worked as an Associate at Stax, Inc., a Boston-based strategy consulting firm, focusing on investment diligence and market opportunity assessment engagements. During his post-graduate studies, John completed a year-long corporate residency program at BV Investment Partners (formerly Boston Ventures), a middle- market private equity firm, where he was responsible for supporting operations in the finance and accounting department. John is a graduate of Dickinson College (BA, English) and Northeastern University (MBA, finance). For complimentary insights and marketing data: http://blog.vdcresearch.com/autoid/ © 2012 VDC Research QuickCast AutoID & Transaction Automation vdcresearch.com
- 7. Todayâs Agenda NFC Hardware Market Trends NFC Technology Adoption Curve Market Sizing & Definition Adoption Drivers & Barriers Application Adoption Timeline © 2012 VDC Research QuickCast AutoID & Transaction Automation vdcresearch.com vdcresearch.com
- 8. Donât Believe the Hype Hype and evangelism clouding reality NFC & Contactless Payment being Over-hyped Perception ï§ NFC is a large, well-established market ï§ The industry is rife with commercial deployments ï§ Contactless payment is the largest application Reality ï§ Market is growing rapidly, but still nascent ï§ Contactless payment not broadly adopted ⊠yet! © 2012 VDC Research QuickCast AutoID & Transaction Automation vdcresearch.com
- 9. NFC Technology Adoption Curve Users need to understand NFCâs value propositions and capabilities before committing Perceived Actual Facilitated & Broader Adoption Committment Understanding Awareness Innovators Early Adopters Early Majority Late Majority Laggards © 2012 VDC Research QuickCast AutoID & Transaction Automation vdcresearch.com
- 10. NFC Hardware Market â Market Size & Trends Most activity regionally confined and project-based Global Demand for NFC Devices Global Demand for NFC Devices (CAGR 2010-2015 = 25.2%) (Excluding HF Smartcard Systems) (CAGR 2010-2015: 74.9%) $1,400 $3,000 $1,200 $2,500 $1,000 $2,000 $ Millions $ Millions $800 $1,500 $600 $1,000 $400 $500 $200 $0 $0 APAC EMEA Americas © 2012 VDC Research QuickCast AutoID & Transaction Automation vdcresearch.com
- 11. Adoption: Drivers vs. Barriers Focus on less complex solutions with an âeyeâ on emerging apps; Barriers indicated need for more education Adoption Drivers: Barriers to Adoption: ï§ Cost Savings ï§ Not Familiar with NFC Technology ï§ Security ï§ Unclear on Benefits of NFC ï§ Improved/Enhanced ï§ No Clear ROI/Does Not Meet ROI Customer Experience Requirements ï§ Targeted/Personalized ï§ Lack of Requirement Marketing/Promotions ï§ Alternative Auto ID & Data ï§ New Application Development Collection System in Place © 2012 VDC Research QuickCast AutoID & Transaction Automation vdcresearch.com
- 12. NFC Application Adoption Timeline Near-term applications typically less complex and donât require secure elements Payment Beginning to be broadly adopted Customer Loyalty Ticketing Application Device Pairing Mobile Marketing Security / Access Control © 2012 VDC Research QuickCast AutoID & Transaction Automation vdcresearch.com
- 13. Thank You for Attending this VDC QuickCast For more information please contact: Sherrie Nankin â Account Director snankin@vdcresearch.com | 508.653.9000 x119 Drew Nathanson â Vice President andrewn@vdcresearch.com | 508.653.9000 Michael Liard â Director, RFID mliard@vdcresearch.com | 508.653.9000 John Shuster â Analyst jshuster@vdcresearch.com | 508.653.9000 For complimentary insights and marketing data: http://blog.vdcresearch.com/autoid/ © 2012 VDC Research QuickCast AutoID & Transaction Automation vdcresearch.com
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- VDC Research Group (VDC) provides exceptionally detailed direct-contact primary market research and consulting services to many of the world's largest technology suppliers, innovative start-ups and leading investors.
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- Limited infrastructure and device availabilitySlow adoptionDifficult to justify/Lack of education Low supply-side revenuesFacilitated adoption in APAC and EMEA due to existing infrastructure, higher user comfort levels and government initiatives.Majority of revenues from horizontal applications like payment, ticketing, marketing and access controlIncreased enterprise investment in NFC solutions for internal (i.e., non customer-facing) applications, including physical security/access control, logical/network security/access control, workforce monitoring/management and tracking/tracing applications.The emergence of alternative (i.e., non-smartphone) NFC device form factors during 2012 and beyond will further broaden NFCâs appeal as well as the potential use cases it can serveâboth for enterprise and consumer end users.Governmental investment in NFC initiatives in certain country markets (e.g., Korea, France) will help drive regional contactless infrastructure deployment, application development and adoption.NFC application opportunities/use cases range from the very simple (P2P, pairing, information access) to the more complex (contactless payment, e-commerce). VDC expects most near-term activity will be related to applications that are relatively simple to deploy, do not require the cooperation of multiple stakeholders/decision makers and are deployed within the confines of a âclosed loopâ environment. Certainly, contactless payment and other commerce applications represent a tremendous opportunity for NFC; however, in most regions, VDC expects that these applications will remain challenged by barriers related to stakeholder cooperation and the availability of contactless infrastructure.
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