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19 Sep 2011

NFC World Alliance is forged

Three near field communications (NFC) specialists have joined forces to create a new collaborative partnership that will promote and lead development on the global implementation of NFC as a mainstream mobile proximity marketing tool. UK-based Proxama together with Blue Bite in the US and Tapit in Australia will form the NFC World Alliance.

Using NFC as the primary enabler, the Alliance has a vision to revolutionize the way people use their mobile phones by simplifying the delivery of content and enhancing the interaction with the physical world around them. While recent campaigns have focused on the exchange of information, special offers and content between the brands and consumers, future uses will include more integration with social media and the ability to make purchases at virtually any Out-Of-Home (OOH) media channel.

Earlier this year, Proxama deployed the first NFC campaign of its kind in the UK for the new X-Men movie working with out-of-home media specialists Posterscope and JCDecaux. It has subsequently built upon that success with its recent US advertising campaign for the launch of the latest season of VH-1’s Basketball Wives TV programme.

 Miles Quitmann, Managing Director of Proxama, says “NFC is an excellent example of disruptive technology that delivers measurable benefits to both consumers and the brands employing it. For many years now Proxama has been at the forefront of building and deploying NFC mobile wallet payment and proximity marketing solutions in Europe, so we are really excited to be joining forces with our partners in the US and Asia-Pacific to extend the global reach of NFC.” Blue Bite has seen great success with the mTAG™ platform it launched earlier this year, and has already completed campaigns for big names such as Hotels.com, TNT and The New York Times.

Mikhail Damiani, CEO and Co-Founder of Blue Bite says, “We are excited to be a part of this alliance as it will give us the ability to both improve the current NFC experience for our audience in the US, as well as expand the success of our campaigns for clients across the EMEA and Asia-Pacific regions.”

Jamie Conyngham, CEO, Tapit said: “There are many other benefits of the alliance such as rapid information sharing between the three members in relation to advances in NFC technology and the application of it globally when connecting brands to their customers”. Tapit recently closed its Angel Investment Round via Sydney Angels in an impressive 22 calendar days, further validating the company’s vision and unique approach. Tapit has already completed a number of campaigns with the global OOH leader JCDecaux where users have been able to download ringtones, stream radio and win a shopping spree prize.

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