The Communications Council believes Australia has a major opportunity to become a world class innovator in NFC (Near Field Communications) services – a technology becoming more omnipresent in Mobile phones and other swipe to pay systems. Despite some handset manufacturers holding back NFC technology in mobile phone models in Australia, the Communications Council believes the time is right for manufacturers to incorporate NFC in all future handsets.
Already integrated into some credit and debit cards, such as Visa payWave, the introduction of NFC ‘chips’ embedded into mobiles will be a revolution in how people pay for goods and services on the go.
50% of all Mobile handsets are predicted to have the technology enabled by 2014
with an anticipated value of mobile payment transactions in excess of $50bn worldwide.
In addition, given every NFC chip will be linked to an individual’s mobile phone, numerous other marketing opportunities will be created such as; accessing additional information from traditional and digital forms of advertising, delivering targeted offers to shoppers when they enter a store, or acting as contactless check-ins for social networks.
“We think there are numerous creative applications for NFC technology beyond transactional interactions. Marketing communications clients and agencies are eagerly awaiting critical mass of handsets in the marketplace so they can really start engaging consumers in these exciting new ways.” Iain McDonald, Chairman, Digital Committee.
With the Android powered Google Nexus S becoming the leading mass market NFC handset, and Samsung, Blackberry, Nokia, Windows, and Sony Ericsson all finalising plans, The Communications Council is looking to all manufacturers to accelerate release dates to propel this sector forward.
Australia is already a top 5 Mobile market due to the high penetration of smartphones, and an eager, early adopting consumer base. It is estimated that 60% of Australian Brands have rolled-out a mobile initiative to date, with over a quarter now having a web site optimised for Mobile. “The growth of Mobile marketing in Australia in the last 18 months has been rapid so we’re encouraging marketers to look at where NFC can fit into their Marketing and Customer programs, and take the connections they have with audiences to the next level” Graham Christie – Communications Council Digital committee member.
About the digital committee:
The Communications Council’s digital committee was formed to represent member agencies’ digital interests, drive digital industry leadership, and develop forward and innovative thinking in digital. Committee members include Heather Albrecht (Digital Connections), Kathryn Apte (Google), Charles Clapshaw (Tequila), Nic Chamberlain (303), Graham Christie (Big Mobile), Craig Galvin (The White Agency), Nic Hodges (Mediacom), Aden Hepburn (IdeaWorks) Simon Morgan (Publicis Mojo), Ruud Spierings (Facebook), Stephen Von Muenster (Von Muenster Solicitors), and Mike Zeederberg (Zuni), Joshua Frith (The Dubs), David Whittle (M&C Saatchi), Jenny Williams (Ideagarden).The Committee is chaired by Iain McDonald from Amnesia Razorfish.
About The Communications Council
The Communications Council is the peak body representing agencies in the marketing communications industry to media, government and the public. The Council creates a footprint across the increasingly integrated world of creative, digital, healthcare, design, direct marketing, promotion, PR, plus creative production companies and strategic planning consultancies. Based on the concept of ‘together stronger’ it champions a proactive and united industry approach. We help grow member businesses and develop individual careers through the provision of professional development services, advocacy and support.
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