This will allow magazine readers to be able to use their mobile devices to obtain promotional offers.
NFC technology is considered to be the main alternative to QR codes and, when combined with print ads, it can provide the opportunity to smartphone users to gain the latest information with a simple tap of the device against the embedded chip.
Research in Motion and Rogers Communication have now announced that this is their next direction.
RIM and Rogers have come together with Crosscliq, a company out of Ontario, Canada, which is an NFC technology marketing platform provider. Together, they intend to create a new near field communication tool that will give consumers the ability to use an alternative to QR codes, which will permit them to download product information, promotional offers, videos, audio files, and even apps.
The NFC technology ads will be used within the Roger’s Connected magazine.
The readers of this publication will be able to use their NFC technology enabled smartphones to scan the icons that appear in the issues (which began in December) and instantly download information about the BlackBerry 10 products, gift offers, and free premium BlackBerry apps. The special high tech ads are also being used for the CIBC Suretap mobile payments application.
The concept is quite basic, in that a tag using NFC technology is embedded into the page of the magazine on which the related ad is printed. The tags can also be added to products, posters, or billboards. Then, when enabled deices are used to tap the tag, the related information is transmitted into the smartphone, causing it to execute an action such as downloading an app or visiting a website.
Unlike QR codes, though, NFC technology has yet to catch on. The hope is that marketers that will be using these ads will be more careful than those who have been applying quick response barcodes to their advertising. All too many barcodes were posted in places where they could not be scanned, such as on billboards visible only to moving cars on a freeway or posters hung high on buildings where they are too far for a scan.
