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/
