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Whats The Big Deal About NFC? (Part 2)

IMAGE: MASHABLE COMPOSITE/MOTOROL

IMAGE: MASHABLE COMPOSITE/MOTOROLA

Wearable Technology the (relatively) new buzz word surrounding the tech community, no it’s not a mouth guard that doubles as chewing gum but the increasing interest in ‘smart’ gear, specifically watches.

Google has been all over this form of technology for years and now Apple’s joined the party (always fashionabley late) with their soon to be released Apple Watch. We as consumers are entering a new era of ‘smart’ with the smart watch now becoming a mainstream product. The majority of current wearables owners are young, with 48% between 18-34 years old, highlighting that this figure will only continue to grow as wearables become more useful, so.. the question is, what are marketers thinking? What are the possibilities with this tech? how can it be monetised?

Let’s take a look at a real possibility for marketers to utilise these smart capabilities in watches now, and potentially into the future:

Near Field Communication:
If you don’t know what NFC and the powers of NFC are, read my other article “Whats the Big Deal About NFC?

This seems the most exciting and best way for marketers to use smart watch technology. with NFC slowly becoming more accessible and seamless to use, in context marketing and notifications could be the way forward to come up on your watches display. If you’re at the MCG and the half time siren goes, what would happen if a ‘tap to order’ beer display came up so that your beverage could be fast tracked and even prepaid with the NFC inbuilt.
Many limits of NFC on phones make a lot more sense when put into watch technology, keeping your phone away whilst achieving tasks that are with ease and are context specific.

BUT THERE’S JUST SOMETHING LACKING?!

There are great situations to use smart watches, but really only when you are restricted to a ‘hands free’ environment. I don’t know whether it’s the devices or the software themselves, but there doesn’t seem to be any real reasoning to go out and spend up to $500 for a digital watch that may not have a battery powerful enough to tell me the time all day. Wearables are well and truly the next step forward and are on their way to being mainstream devices, but right now, there’s no real incentive for purchase for the mainstream consumer market with it being not that difficult to take a phone out of the pocket anyway.

What are your thoughts? can you think of any other marketing possibilities for smart watches and wearables? do you agree that wearables may take a while to really pick up as a mainstream device? leave a thought below!

SP


 

http://www.nielsen.com/us/en/insights/news/2014/tech-styles-are-consumers-really-interested-in-wearing-tech-on-their-sleeves.html

What’s The Big Deal about NFC?

What is NFC? National Fighting Championship? National Flag Committee? Natural Forestry Commision? KFC? or Nobody F******g Cares?

See answer below

NFC – Near Field Communication: is a type of communication that involves wirelessly transmitting data from one hardware device to another physical object, provided that the devices are in short range (within 10 centimetres) of one another.

If you struggled to make sense of the above definition, here’s a clear and easily explained NFC video:

 

Apple has just announced the technology on its new iPhone 6 models, which some would argue means that its hit the mainstream market (even though its been in  many Android devices for many years (not a discussion thats worth having right now)). So now that Apple’s involved everyone’s talking about it and taking it seriously, so obviously Apple see’s great potential in the technology, but is it just going to end up like the disastrous QR Code? or be a genuine revelation in modern mainstream technology?

Perhaps this graph explains why Apple is interested, presenting the frightening amount of credit card details Apple possesses and can take advantage from:

Screenshot-2014-09-01-06.31.00

Let’s look at some pro’s and con’s of the technology from a digital marketing standpoint:

Pro’s:

  • Rather than opening an app, the NFC device can simply be tapped on to a NFC tag/sticker/chip
  • user experience is far easier / exciting than QR
  • can be done without looking
  • capabilities can range from opening apps to enabling certain settings on a device
  • stickers are accessible and cheap

Con’s:

  • all NFC tap ons must be confirmed which restricts user flow and seamlessness
  • very small ‘tap on’ range
  • very small amount of data can be set on chips / stickers
  • third party apps must be downloaded to enable certain NFC features

Apple clearly see’s NFC technology as profitable, however it seems the only way they want to use this technology is for e-wallet uses. The technology itself has a massive potential to turn a device into an easy to use and seamless universal remote or a second screen to everything around you in context, but the con’s listed above must be addressed to ensure that it’s effective in engaging the average consumer.

The Ideal World of NFC:


What are your thoughts? is NFC  living up to its true potential? or is e-wallet payments all the technology is good for, as highlighted by Apple?

SP