1. Goodbye Wallet; Hello Mobile
- Posterscope launch NFC trial for X Men First Class -
2011 is set to become the year when the real world becomes as clickable as the online world.
Adding to the great wealth of apps and interactivity smart phones and tablets have delivered,
near field communication technology, or NFC, is about to come-of-age and make the real world
every bit as clickable and transactional as the online world.
This year will prove to be the tipping point for the adoption of NFC technology as the number of
mobile devices with NFC increases, and the number of companies backing the new technology
multiplies. One estimate* suggests that 40,000 UK businesses will be using NFC by the end of
2011 and the big players – Nokia, Orange, Mastercard, Visa and O2, as well as FMCG giants – are
all on the cusp of launching trials.
NFC enabled devices allows the user to open an app, go to a website to view content, download
vouchers, make a purchase, register Facebook likes or check in at a location, simply by holding
an NFC-enabled mobile to a poster site or payment point. Your phone effectively replaces your
wallet so if you see something you like on a poster you can click and buy it there and then.
For advertisers and retailers this development offers a hugely valuable new consumer gateway
as each poster site becomes a new retail outlet. Retailers and advertisers will gain additional
data about consumers, such as consumer location data and shopping history, which in turn will
allow for more targeted advertising and greater accountability.
To illustrate the potential
of NFC, starting on
Monday 23 May, Out-of-
Home communications
agency Posterscope,
partnered by Nokia, O2,
Proxama and JC Decaux
are launching the UK’s
first NFC-enabled poster
campaign to promote the
release of 20th Century
Fox’s forthcoming
blockbuster X-Men First
Class, starring James
McEvoy.

2. Each site has a pre-programmed NFC chip affixed to the rear of the poster which enables the
consumer to access immediately the latest film trailer, produced solely for this project. By
simply holding their NFC enabled handset over the poster the viewing of the trailer over a 3G
connection is instant.
James Davies, Director at Hyperspace, Posterscope’s innovation and digital division said: “What
is so exciting about this layer of interactivity is its simplicity and the size of the opportunity for
generating scale. There are 130,000 commercially available poster sites in the UK that can be
instantly enabled. For the client the cost of each NFC chip is extremely low and the consumer
receives instant fulfilment. The potential application of this technology is immense.”
Rupert Englander, Head of Services Marketing, Nokia UK said: “NFC will bring exciting
opportunities for consumers and business in 2011, and we’re delighted to be at the forefront of
this interactive revolution. Bridging the gap between the online and real worlds, NFC will
transform the way that you engage with your mobile and the things around you.”
For further information please contact:
Posterscope
James Davies, 07740 630370
Notes
* Barclaycard estimate from that there are 40,000 stores in the UK that are equipped to
handle mobile contactless transactions.
Five central London bus shelter poster sites make up the trial
NFC-enabled handsets in the UK include the Nokia C7 and the Google Nexus S
About Posterscope
Posterscope is the world’s leading Out-of-Home communications agency. They know more
about how consumers behave when they are out-of-home than anyone else. Posterscope have
been involved in pioneering trials to understand how consumers will use emerging technologies
in their mobile devices, and understand the connection between out-of-home, mobiles and the
online world. Posterscope has 48 offices around the world and buys over $2.1bn worth of out-
of-home advertising space per year.