Near Field Communication (NFC): A quick look at the opportunity in Australia

Near Field Communication (NFC) is a short range electromagnetic field that allows an enabled device ie your mobile to communicate with another device or to receive a predetermined instruction. It removes the need for the user to open any applications or to actively scan a code just tap your device to an NFC tag or another NFC enabled device.

consumerisation has been largely driven by the major and upcoming payment providers as the transactional world moves from cash wallets to purely digital.

What is NFC?

There will be 863 Million NFC enabled handsets by 2015 53% of all smartphones.

~ Frost & Sullivan

Payments File sharing

Marketing promotions

Ticketing

Security / physical access Identity management

Home Appliances

Gaming

Data transfer

Food & beverage ordering / payment Utility management

Loyalty programs and memberships

The number of manufacturers shipping with NFC is growing.

But what about?...

Despite this, Apple has taken numerous patents on NFC technology (shopping, payments, travel, remote controls). In key markets including Australia, Android handsets most of which are now shipping with NFC capability account for up to 63% of sales.

Apple & NFC

Public Transport: • Pay to access / travel • Download timetable info

from kiosk

Your car: • Start the car • Tune to your music playlist • Pay for parking • • Customise your seat position

At the office: • Access control • Exchange details (business

cards) • Log into computer • Access printing dialogue • Access / control petty cash • Manage attendance

Out & About: • Download perks from

advertising poster • Pay for goods & services • Accumulate points for loyalty

programs • Acquire & use coupons • Order meals & inventory

At home: • Control appliances & lighting • Customise music • Pay for parking • • Customise your seat position

Entertainment: • Use as your ticket • Download exhibit / match

Information & content

Everyday uses of NFC

Industry convergence will unlock mobile commerce via NFC

Source: Accenture

In Australia, mobile payments (including NFC) will account for $19.5 billion of commerce by 2015.

Source: IE Market Research Corp

18-29 y.o. 30-49 y.o.

38% 40%

In fact, 23% of consumers

would rather give up their TV than their smartphone.

More and more Aussies are scanning QR codes while out of home, demonstrating a demand for in-store and location based mobile utility (NFC is a replacement for QRC)

Source: Google, Our Mobile Planet, Australia % of surveyed respondents to scan QR code within last 3 mths

Source: Adobe

73%

Percentage of US consumers that use their mobile in-store to:

• Check prices • Take a photo • Send to others • Find product details • Find nearby sellers • Check for deals

Source: IAB USA

And consumers are actively using their mobile devices in-store...

Source: Google, Our Mobile Planet, Australia

-store experiences with local businesses.

Source: Google Our Mobile Planet

Payments

Mobility & Retail Advertising / Marketing

Transactional focus. Big, established players pave the way for introduction of NFC to retailers, driving consumer demand for NFC enabled devices.

Secondary benefits of NFC are adopted by POS retailers, utility based applications (ie home appliances, tourism, security access, etc) and other Out of Home beneficiaries.

Increasing consumer awareness drive Advertising and Marketing firms to adopt NFC enabled campaigns.

NFC is already in action in Australia

Web: athenaprojects.com.au Twitter: @priceyjohndoe

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