Why there’s more to NFC than just payments

NFC – is usually spoken about in conjunction with mobile payments, but those who limit themselves to this capability stand to lose potential revenue opportunities, and will quickly get left behind.

NFC’s main selling point is that it can connect the two most common consumer demands – convenience and cost-savings, through a ‘tapping in’ mechanism. This can be applied across a variety of different mobile functions, for example, as well as mobile payments NFC, promises access to location-based promotions, interactive sales advice and forums, and augmented reality apps.

At present, location-based services, rely on GPS-tracking to monitor a user’s location and subsequently provide offers, discounts or information based on where they are. This, however, comes with a plethora of security concerns, requiring users to adapt security settings, set permissions and be wary on what they are displaying and receiving.

NFC-powered location-based technology however, would involve checking into a location by physically tapping the phone. This would then provide access to the latest offers and new products.

Furthermore, tapping into physical NFC points offers a higher degree of accuracy than geolocation technologies such as GPS – as such, NFC may quickly become the default technology for accuracy-dependent services including augmented reality apps.

For businesses, this provides a new way to interact with customers, offering them reliable, consistent information and cost advantages that can be completely trusted. Companies can build on existing brand reputation, with thoughtful product insights via mobile, or further their reputation for offering the best, most timely deals on the market.

Consumers will no doubt continue to embrace any technology that truly adds value to their existing activities – be it social, news, shopping or dining – and there is no doubt that NFC delivers this. As a result, the technology is a game-changer for businesses across all industries.

With this in mind, businesses need to have a complete mobile strategy in place that can incorporate diverse technologies, across any mobile devicethat consumers use, if they are to create truly lucrative opportunities from mobile.

The best mobile experiences take advantage of the native features and technologies that a physical device has, one being NFC. The speed with which the mobile industry has grown is an indicator of the rate at which new technologies such as NFC will penetrate the market. Any business whose mobile strategy isn’t future (and platform) proofed will quickly fall behind.

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David Eads leads Product Marketing for Kony, the mobile commerce platform vendor. David is a mobile commerce veteran and was the founder of consulting firm Mobile Strategy Partners in 2009. As a blogger and frequent industry speaker, David has been interviewed about mobile for national media outlets like Mobile Commerce Daily, Marketplace on NPR, Inc Magazine, The Toronto Star, and The Christian Science Monitor. Additionally, David also has a decade of technical experience developing enterprise software systems in Java and other languages for UNIX, Windows, and other systems.