via New Media Age

Near-fields communications (NFC) technology has lingered long on the periphery of the mobile industry. No mobile trade show during the past five years has been complete without a minor exhibit in the far-flung reaches of the venue where ‘futurologists´ have espoused its virtues as a marketing tool.

For the main part, they were usually met with derision by the people that mattered, i.e. mobile operator execs. But now it looks as if they are ready to enter the mainstream.

Last week´s column mentioned the mobile payment schemes being pursued by Orange, with its Quick Tap solution, and O2, with its plans to become an e-Money license holder (Shields on Mobile, nma.co.uk 23 May). While exciting prospects, both services initially appear to be limited to mobile payments. However, Google´s “Wallet” adds an extra layer of utility that you should be getting excited about.

How the ’mobile wallet’ can also be used to ’carry’ more than just cash and coupon distribution was one of the first things Google talked about at its official unveiling last week (nma.co.uk 27 May 2011). In my opinion, this could lead to another gold rush in mobile marketing, similar to that which followed the dawn of Apple´s App Store in 2008.

I can imagine that marketers will be falling over themselves to be one of the first agencies to effectively execute their client´s marketing strategy using NFC technology in a bid to boost their profile as a forward thinker.

O2 Media has proven the effectiveness of mobile couponing already with its ’You Are Here’ service with brands such as Starbucks and its Via campaign (Cover story, nma 21 April 2011).

With the effectiveness of such campaigns already in the public domain, I can imagine that clients will be eager to sign off on an NFC coupon campaign in the hope that it will please their own superiors.

I´ve no doubt there will be some barriers in the way, for instance how long will it take for NFC handsets to become mass market, but I genuinely believe that we are at the dawn of a massive breakthrough for the marketing profession.