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NFC | Near Field Communication
- 1. NFC - Near Field Communication By: Ivan Orbegozo University of Washington Master of Communication in Digital Media | MCDM Mobile Media Development and Integration Current State For most of us, there is no doubt that mobile is here to stay. Thanks to a new generation of handsets,mobile phone usersare becoming more productive. Today, there are many tasks that consumers achieve using their smartphones including online banking, paying for coffee, makinghotel reservations, checkingbarcodes for prices, and scanning QR codes for coupons and specials. Nowadays, consumers are waving their smartphones into a variety of marketing advertisements–to check for additional information– using a technology called Near Field Communication(NFC). Only four years ago, these taskswere impossible to imagine. The widespread adoption ofNFCtechnology has broughtopportunities formobile marketers to engage potential customers with their brands. The trend of doing more with ourmobile devicesis expanding. As a result, actions, such asmaking mobile payments are also becoming increasingly common. Consumers are getting comfortableusingapps such us mobile wallet solutions to complete daily life tasks. Companies like Google and MasterCard are betting onthis emerging technology to power their mobile payments systems in the United States. They have been working in NFC technology for a quite a while. The virtual service, GoogleWallet, allows itsusers to store their credit cards and gift cards for in-store and online shopping. There are plenty of rumors over the Internet that Apple has a strong interest in incorporating new, andexciting usage scenarios —beyondmaking mobile payments—using NFC capabilities in the upcomingiPhone 5.
- 2. The termNFC is not new. It has actually has been around for many years. But companies like Google, with theirmobile first strategy, Microsoftwith their new patent “Tap and Do”, (Lambert, 2012)and Apple’s attention to explore deeper into the NFC field, have sparked a sudden surge of interest around the term again. With this renewed attention, manufactures have become morewilling to implement NFC technologiesin their next generation of smartphones. What is NFC? Near Field Communicationis a wireless communication technology that was established in 2002,as a joint action betweenPhillips and Sony. The idea was to create a protocol compatible with proprietary contactless technologiesfrom: Mifare and FeliCa. At the end of 2003, the NFC technology was approved as a standard ISO 180921. Later, in March 2004, Phillips, Sony, and Nokia formed the NFC forum to further develop NFC specifications and ensure interoperability. NFC is a wireless technology that enables short-range interconnection between electronic devices in an intuitive, simplified transaction (via touch). The communication occurs when two NFC devices are close together (2.5cmor less) to initiate a connection. NFC enabled mobile phones can send encrypted data in a short distance (“near field”)to another reader. This is one of the biggest advantages of NFC because it inhibits the ability toof hackers to eavesdrop2on NFC-enabled transactions. Although NFC technology allows data exchange between devices, it is not aimed at the mass transmission of data, Bluetooth, or the style of WLAN technologies (Wi-Fi) but rather at the the communication between devices with processing 1 ISO 18092: ISO/IEC 18092:2004 defines communication modes for Near Field Communication Interface and Protocol 2 Eavesdrop: Is the act of secretly listening to the private conversation of others without their consent. 2 IVAN ORBEGOZO | NFC | MOBILE MEDIA DEVELOPMENT AND INTEGRATION
- 3. capabilities such as mobile phones, PDAs, or PCs. It is considered a complementary technology to these devices, not a replacement. NFC Applications The first uses of NFC technology are closely linked to mobile phones because of its ubiquity and the fact that it is frequently the only device that consumerscarry around. It is expected that over a period of three to five years, one third of global mobile phones will be NFC enabled. Below are some common applications using NFC technology. - Digital wallet: It can be used for retail –by waving the phone, customers can make mobile payments in transportation, vending machines, movie theaters, etc. - Digital ID: It can be used for access control into different facilities, verifying its user’s identity in such cases. - Marketing Ads: Enables a personalized and contextualized approach to each user, providing instant actions with a great rate of return. For example, in so-called smart posters that have an embedded NFC Tag, customers can waive their phones and receive a virtual interaction with the brand. Hospitality:A small number of hotels are using NFC during their check- inand room key process. Customers cantap their smartphone into the door knob to gain access into their hotel rooms. - Improved user experience: Consumers will save time by not having to waiting in line for different activities, such as ticket purchasing. Other services will personalize a consumers experience by recognizing their preferences from previous interactions. - Networking: Contact information can be shared between participants by simply tapping the NFC enabled device, eliminating potential transcription errors.
- 4. NFC pilots have been conducted in various cities worldwide (Atlanta, Caen, and Madrid). The results have shownsuccessful outcomes. NFC technology provided customers with a reliable and easy way (by waving their phones) to makepurchases, access restricted locations and exchange information. What is a NFC Tag? A NFC tag stores small amounts of data that allows smartphones to interact with the real world. Consumers have instant access to information about different products and services. NFC tags holds URL data, but also can contain Vcards, custom data, phone numbers, special offers, coupons, email address, and more. For example, a smart tag could be embedded in a concert ticket. By tapping the tag, a customer could be directed to the band’s mobile site to buy their latest hits. How to start embracing NFC Technology? A NFC-enabled phone is required. To check the most accurate list of NFC- enabledsmartphones,click here. How to program NFC Tags? To be able to program a NFC-tag,users needto follow the steps below: 1. Possess an Android NFC-enabled phone 2. Download an app called NFC Task Launcher from the Android Apps on the Google Play site. Follow the instructions of the video to see a quick demo of creating tags here. This app will allow users to create several types of tags, including a custom "Task" tag that will automatically execute tasks when read 3. Purchase NFC tags 4 IVAN ORBEGOZO | NFC | MOBILE MEDIA DEVELOPMENT AND INTEGRATION
- 5. Where can I find NFC Tags? You can find NFC tags online.Users should make sure they buy pre-formatted tags to avoid issues while formatting. Below are a few online sites where users can purchase NFC tags. - Amazon - Buynfctags - Gototags - Tagstand NFC Advantages 1. Intuitive and easy solution: Simple data acquisition (by touch) 2. High Usability: Easy to operate and captivate, minimal interaction with display and keypad, no typing errors 3. Easy to set-up: No special software (for easy to use case scenarios), no user manuals NFC Stats and Predictions In 2011: America’s first NFC smart poster campaign In 2011: Number of NFC phones shipped: 30 million In 2012: America’s first NFC-Powered Magazine Ad In 2012: There will be 200 million phones with built-in NFC technology In 2015: NFC will facilitate transaction valued at US$74 billion In 2016: Global mobile transactions will approach US$9.9 billion In 2016: Number of NFC phones shipped: 700 million Over next five years: The NFC Tag market will be worth US$298 million
- 7. Bibliography Lambert, S. (2012, March 26). Microsoft registers new NFC Tap and Do trademark for Windows 8. Retrieved April 19, 2012, from QRCodePress: http://www.qrcodepress.com/microsoft-registers-new-nfc-tap-and-do- trademark-for-windows-8/857670/