An introduction to Near Field Communication (NFC) and how it impacts Singapore Marketing industry. A comparison with QR codes is also provided as well as the future of the NFC

1. Near Field Communication (NFC)
An Introduction
kabilen sornum | april 2012

2. What is NFC ?
Near Field Communication (NFC) technology makes life easier and more
convenient for consumers around the world by making it simpler to make
transactions, exchange digital content, and connect electronic devices
with a touch.

3. How does NFC Work?
Just a simple touch between two NFC enabled devices
Video Use Case: http://www.youtube.com/watch?v=wk5mUdeEF8c

4. Current & Future Solutions Areas
Access control
Consumer electronics
Healthcare
Information collection and exchange
Loyalty and coupons
Payments
Transport
Mobile Commerce
One Single Digital Wallet

5. Key Benefits of NFC
Intuitive
NFC interactions require no more than a simple touch
Versatile
NFC is ideally suited to the broadest range of industries, environments, and
uses
Open and standards-based
The underlying layers of NFC technology follow universally implemented ISO,
ECMA, and ETSI standards
Inherently secure
NFC transmissions are short range (from a touch to a few centimeters)
Interoperable
NFC works with existing contactless card technologies

6. How NFC differs from QR codes ?
QR Codes work on any smartphone with a QR reader app
NFC works only on NFC enabled phones
QR Codes can be scanned from a much larger distance.
NFC data exchange triggers only within around 4cm.
QR codes are dependent on 3rd party QR reader app.
NFC works just with a simple touch.
QR codes need be displayed as an image.
NFC does not require an image.
PROS CONS
QR CODES inexpensive, print/display can be difficult or time
anywhere, all phones have the consuming to scan, not always
hardware, scan pre-composed weatherproof
SMS messages
NFC good native device support, more costly, cannot be used in
weatherproof, quick and easy to as many ways as QR codes,
scan, two way communication limited phones supported at
possible this time

7. NFC Enabled Devices
• Android
• Nokia OVI
• J2ME
• Samsung Bada
• Nokia Meego
• Blackberry
• Windows Mobile
• Sagem, LG, Motorola, Wii
Apple iOS devices are NOT NFC enabled.

8. NFC in Singapore
Nokia introduced NFC in October 2011
Claims each tag cost S$5
Nokia has partnered ComfortDelGro to offer NFC-enabled option for the FastCall automated taxi booking services

9. NFC in Singapore
- Used at POS using Visa pay wave, etc.
- National Heritage Board with SMRT to showcase 25 landmarks.
- Coca Cola used Clear Channel networks to deploy an interactive NFC tag
but also used a QR code for other users. (Download ringtones and Wallpapers)

10. Future of NFC
- Google is actively promoting NFCs and discouraging QR codes
- It’s still early days for widespread NFC adoption yet – mainly due to the lack of
availability of NFC-enabled handsets.
- Nokia currently leads the pack with five NFC-enabled smartphones (Nokia 603, Nokia
700 and Nokia 701, Nokia C7 and Nokia N9) available in the Singapore market, and
other handset makers are just beginning to bring their NFC-enabled versions to
market.
- It will be difficult for them to see the value in introducing such phones into the market
if there isn’t enough consumer interest or use cases of NFC, yet local businesses are
unlikely to jump on NFC – rightfully cautious if they’ve tried implementing QR codes
before – unless there is a critical mass of such users.
- Things can change drastically if the reports about the next generation of iPhone
adopts NFC.

11. Future of NFC
FRICTIONLESS
The visual story of how NFC is going to change the world probably for the
better
Infographic : http://www.nfcrumors.com/infographics/NFCRumors-FrictionlessNFC.jpg

12. Kabilen Sornum
E: kabilen@delinkx.com
T: @kabilen
www.kabilen.com