Nokia seeks brand tie-ups with NFC platform launch
Nokia is embarking on a major Near Field Communication (NFC) drive with the launch of a platform that is encouraging brands to adopt the swipe technology.
Nokia: launches NFC Hub to encourage brands to adopt the swipe technology
The NFC Hub will enable brands to run campaigns that use NFC technology, which allows users to share information and carry out payments with the tap of a device.
Nokia is hoping to benefit from partnerships with brands by running out-of-home campaigns, giving away NFC-enabled posters.
Rupert Englander, Nokia UK and Ireland head of services sales and marketing, claims consumer data will be kept anonymous in order to safeguard consumers' privacy.
Englander said: "We should be very clear that it is not about collecting individual data, so all the statistics from the platform are completely anonymised.
"There is benefit from understanding the overall number of transactions that have taken place, simply to understand the growth of the market."
Nokia would not comment on its plans to monetise the service and instead insisted its current efforts were about "open" NFC.
The NFC Hub will offer brands full back-end management capability and statistics on overall usage, for free.
Back-end tools will allow brands to re-programme and update web links connected to the NFC sensor whenever necessary, to allow brands to evolve campaigns without changing the posters.
Brands will be responsible for the purchase of NFC tags from the NFC Hub, but Englander claimed this would cover costs and would not be "a massive margin business".
Nokia is currently running a number of small-scale pilots that are transactional, but Englander believes "transactional NFC payments are probably a couple of years away from being the norm".
The NFC-enabled posters on offer from Nokia will open up a number of opportunities for brands, including taking the user to the brand’s Facebook page, automatically dialling a phone number, or sending a pre-determined text message to a pre-determined number.
Nokia is signed up to the NFC Forum, a conglomerate of companies seeking to deliver NFC technology to consumers, along with a number of its rivals including BlackBerry, Samsung, LG and Android.
Apple has yet to sign up to the NFC Forum and speculation continues to mount over when Apple will launch an NFC-enabled phone.
The Nokia handsets that are compatible with NFC include the C7, 600, 700, 701, N9 and the recently announced 603.
The Museum of London has already trialled the NFC Hub with a campaign that allowed visitors to learn more about objects on display and to buy tickets for future exhibitions.
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This article was first published on marketingmagazine.co.uk
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