ABI Research report suggests NFC technology will have a major impact on retail marketing

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Near Field Communication may be becoming a big deal in commerce, but the technology is still suffering from lack of consumer awareness. ABI Research, a market research firm, has released a new report concerning the status of NFC technology, noting its growth in certain markets. According to the report, the technology may not see the most success in commerce. Instead, NFC may have the most profound impact on mobile retail marketing. For marketers, the technology has yet to show any real attraction when compared to QR codes.

The report suggests that between now and 2016, NFC tag shipment will grow and that 70% of these tags will be used on smart posters or other forms of physical marketing. Retailers have shown interest in smart posters as they are very powerful consumer engagement tools. QR codes are most commonly used in the mobile marketing industry today, but that may change as more people grow comfortable with NFC technology.

While QR codes are a popular tool for marketers, consumers are largely unfamiliar with the codes. One of the benefits of NFC tags is that they do not require consumers to do much more than wave their smart phones at the tag. Smart phones need to be capable of interfacing with NFC tags. There are relatively few mobile devices capable of this, but that number is expected to grow significantly this year.

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