Comments on: NFC will be driven by marketing and loyalty, not payments

By: Mark Fischer

Mark Fischer — Fri, 09 Dec 2011 23:32:02 +0000

Nice article from a few months back about how gift and loyalty will drive adoption of NFC ( a digital wallet ) http://t.co/70uwE6dK

By: stefanomelchior

stefanomelchior — Sun, 04 Dec 2011 18:24:30 +0000

NFC will be driven by marketing and loyalty, not payments http://t.co/YXiicHDp

By: John Hauxwell

John Hauxwell — Fri, 02 Dec 2011 05:38:00 +0000

RT @TheSocialCMO: NFC will be driven by marketing and loyalty, not payments ~ Ryan Kim http://t.co/1a44BOwu #NFC #RFID #marketing #loyalty

By: Sam DeVita

Sam DeVita — Fri, 02 Dec 2011 05:27:49 +0000

RT @TheSocialCMO: NFC will be driven by marketing and loyalty, not payments ~ Ryan Kim http://t.co/1a44BOwu #NFC #RFID #marketing #loyalty

By: The Social CMO

The Social CMO — Fri, 02 Dec 2011 05:24:34 +0000

NFC will be driven by marketing and loyalty, not payments ~ Ryan Kim http://t.co/1a44BOwu #NFC #RFID #marketing #loyalty

By: David D'Souza

David D'Souza — Mon, 31 Oct 2011 18:35:45 +0000

http://www.macrumors.com/2011/10/31/apple-retail-stores-to-allow-self-checkout-via-ios-app-for-accessory-purchases/ Apple is simply using an App & the iTunes account to enable mobile payments for physical goods. This is similar to Starbucks using an app & barcode to make a payment for a cup of coffee. The beauty of using an app is it enables a rich two way relationship between the company and the customer for loyalty and other push offerings. If the fees on the use of an iTunes account for physical good purchases are reasonable, Apple stands to disrupt mobile payments without the complexity of NFC.

By: Malcolm Rosier

Malcolm Rosier — Mon, 31 Oct 2011 08:39:04 +0000

I agree with all the other commentators. The business model for NFC as a payments vehicle on its own doesn’t stack up, except perhaps for rapid transit. Although, I find that sticking my Oyster card to my phone does the same thing when I use the tube (I’ve also heard that Transport for London found NFC “too slow” compared to Oyster, but that may be an urban legend!).

I can see it being taken up by by the large retailers, stadiums and concert halls as a marketing, discounting and ticketing channel. But how would it be of benefit to very small businesses?

By: Lionel Tepper

Lionel Tepper — Fri, 28 Oct 2011 15:14:15 +0000

I agree, there’s more to NFC than just mobile payment. There’s another article that we just published on this very subject. Here’s the link for those who might find it of interest:

http://www.screenmediadaily.com/marketing-nfc-near-field-communications-bootcamp-google-analytics-isis-devicefidelity-thinaire-transforming-retail-transactions-smartphones-0629909.shtml

By: Dale Heim

Dale Heim — Mon, 24 Oct 2011 16:27:43 +0000

This is dead on target. The big payment opportunity is in transaction revenue from alternative payment products. Retailers hate the credit card companies… Also, Google has a big problem with their mobile wallet technology, they don’t have any technology. This is connected to their other big problem…the use of a “mobile or digital wallet”

By: c enrique ortiz

c enrique ortiz — Fri, 21 Oct 2011 10:45:58 +0000

Agreed, and I’ve been saying that for a long time, that at least half of all nfc interactions will be for non payments. (Yet NFC or contactless have been slow to get adopted due to payment-related power struggles).