The American Marketing Association (AMA) defines marketing as the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large.
Mobile helps to delivery and exchanging offerings because of its capacity to put your brand in your customer's pocket and enable the conversation, through bidirectional and real time communication.
Mobile marketing strategy must be integrated within the company strategy, going further the campaign and focus to reach your audience and set up the dialog to understand them and fit their needs.
Smart phones with their cameras, location and identification tools allow context to be included in the customers communications, generate new segmented services.
What's the value of your customers having your products in your pocket to enable them to communicate when they want? What's the value of getting to know your customers?
The customer drives your relationship and respecting their privacy is a must. Let's make our flexible proposal to empower him to decide how your relation should be. Currently there are non invasive technologies, with an excellent user experience that facilitate these goals.
NFC is a technology becoming popular that allows customers to discover products and that connects physical and digital worlds. This feature is one of the key elements of our TouchActive platform.
Near Field Communication (NFC) is a short range contactless technology standard (0-5 cm) designed to communicate electronic devices easily and securely.
What NFC can do?
MIT Mobile Experience lab answered the question with the video shown below.
A day at MIT with Near-Field Communication from MIT Mobile Experience Lab on Vimeo.
Our vision about NFC
We trust the potential of this technology that is transforming our mobile in wallet, key and remote control to interact with our environment.
The NFC promise: ease of use and secure connections.
By bringing our mobile close to another electronic device or smartposter, we exchange information, make access or payment transactions, receive offers, coupons or promotional contents.
Hundreds of pilots took place so far and users agree in ease of use and convenience. There is still sometime for the technology to massively deploy because of business models definition and terminals proliferation timings. These trials successfully tested:
- Location and context information
- Proof of attendance
- Personal information exchange
- Attach information to objects: Internet of things. Touching an objects triggers a mobile service with the relevant context information
- Services and products promotion: coupons
- Peer to peer secure payments replacing credit cards.
- Access to transports
- Retail payments
- Ticket bookings etc.
NFC Ecosystem
The NFC ecosystem includes handset makers, network operators, service providers and the contactless value chain smart card players (components, tags and chips makers).
Mobile supports multiple services from various suppliers in one device. This arises the following advantage versus smart cards:
# Interactivity: because of displays, keyboards and touch screens
# Real time multiple applications management
# Remote users management which gives opportunities to be proactive with users' express consent on what they want to receive