The NFC revolution is just a tap away

Giancarlo Cutrignelli

Global Marketing Manager

giancarlo.cutrignelli@nxp.com

Why should you attend this

presentation?

First of all

Summary

1) The evolution of product marketing and brand promotion

2) What is Digital Marketing 2.0 ?

3) How NFC is going to change our lives (and our business)

4) Success stories

5

The purpose of a business is to create a customer

– Peter Drucker

“

”

Marketing in the good ol' days

What was Digital Marketing 1.0 like?

Brochureware

dot.com About Us

TV SPAM

Directories

Radio

Popups Contact Us

Flash Animations

Press

SPAM

What’s New!

eMail

Blinking Banners PORN

Dialup Telemarketing

dot.gone

What’s

Hot

SPAM

SPAM

SPAM

SPAM

links

ethis ithat

SPAM

SPAM

portals

vortals

hortals

spyware

adware

DM

SPAM

SPAM

WEB

Consumer habits have changed

Traditional marketing is over: 2% to 9% penetration

9

WHAT I WANT

WHERE I WANT

WHEN I WANT

HOW I WANT

AND IF IT’S NOT MY WAY

TAKE THE HIGHWAY!

Only 25% of consumers believe advertising is a credible source of product information

90% trust the opinions of friends who have used the product

70% trust opinions posted online

You will not get to them with a TV ad

The purpose of a business is to create a customer who creates customers

“

”

@shivsingh http://goingsocialnow.com

Yeah, right, but what has all this to

do with NFC?

NFC Proximity Marketing

Uses a pull strategy

Far less intrusive

Delivers your marketing

message on request

Gives you detailed usage

analytics

NFC connects old and new promotional channels

Leaflets

Brochures

TV, magazine ads

Billboards

Sponsored events

Social Media

Product pages

Deals & Offers

Search engines

Product reviews

The time of NFC is now

130+ handsets and tablets up to date

NFC phone installed base

Source: ABI research, Oct 2011

Wait a minute, but wasn't NFC all

about payment?

A day with NFC

Blue Bite and partner Pearl Media launched the first-ever NFC-enabled storefront in the U.S to promote TNT’s top-rated drama series Rizzoli & Isles

Starbucks China adds NFC to festive check-in campaign. A voucher for a free drink upgrade is earned via social network Jiepang

Passengers on Frankfurt's U-Bahn commuter services will be able to access a range of travel information services via smart posters (Info-Moduls) located in each carriage

Museum of London, Nokia and Bolser allow visitors to find out more about particular exhibits, access vouchers, book tickets and connect via social media

Nearly 20,000 NFC tags from UPM RFID will be embedded in smart posters and stickers used to promote Helsinki's year as the World Design Capital.

Deep Springs International provides Haitians with clean drinking water using NFC technology

Blue Bite and RMG launched their mTag services in San Francisco, delivering location-specific information, coupons and offers to consumers

UPM RFID tags connect French magazine Amusement to online content, bridge the divide between traditional print and online magazines

Jiepang, China’s location-based services leader, trials NFC-enabled mobile marketing and payment services

Marketing of the new series of TV network VH1's Basketball Wives includes a series of NFC smart posters around New York and Los Angeles.

Proxama showed a hi-tech version of a traditional murder mystery game uses NFC phones and tags to allow participants to discover clues hidden around a venue and to accuse their choice of suspect

Smart posters distributed around central London to promote the latest X-Men film, enabling NFC phone users to download an exclusive trailer and connect with the movie's Facebook page.

JCDecaux Australia has signed a two year agreement which will see Tapit equip 240 advertising panels with NFC tags to create Australiaʼs first NFC-enabled outdoor advertising network

Clear Channel Singapore enters NFC advertising market in 300 of the most influential out-of-home advertising sites in Singapore

Clear Channel brings NFC to London’s Oxford Street. 100 locations are equipped with digital advertising displays that include 72-inch HD screens and NFC

Coca-Cola launches an NFC out-of-home advertising campaign in Singapore, using the NFC-enabled Mobile Life! network introduced by Clear Channel

NFC means

Connecting the physical world with the virtual world

Inventor of NFC Provider of complete and

trusted NFC solutions

Visit us at M-Days, booth B10 http://www.nearfieldcommunication.com

References

G2, "Engaging and Activating Digitally Enabled Shoppers Along the Purchase

Decision Journey", Jun 2010

ReachLocal, "Rethinking the Consumer Buying Process", Oct 2011

Bates141, "The Present & Future of Digital Marketing", 2008

www.nfctags.com