NFC & Smart PostersNFC & Smart Posters

4.Strategy… 4.Software… 4.Systems… 4.Solutions

Dr Neil Garner, MD Glue4

A presentation by Glue4 TechnologiesA presentation by Glue4 Technologies

Glue4: About Us…Glue4: About Us…

Software & Solutions• Creating innovative services linking

people and brands • Head Office: Norwich, UK• Privately Owned.

Gluing consumer technologies• Web • Mobile • Interactive TV • Smartcards

Across sectors:• Retailers• Financial services• Telecommunications• Media

What is NFC?What is NFC?

Near field Communications (NFC) is the name given to a short range wireless communication protocol covering a distance of 2-5cmNFC chips in devices enable data to be exchanged (e.g. contact details) by bringing the devices within range, or touching them together

NFC is compatible with, and incorporates a range of existing RFID standards providing interoperability with contactless payments and ticketing infrastructure.

NFC Consumer ApplicationsNFC Consumer Applications

NFC phones have many applications across multiple sectors:• Transport & ticketing • Events & leisure• Retail• Payments• Telecoms & media• Social networking & more

Some examples:• Faster contactless payments• Collect/redeem vouchers• Rate/review products & services• Purchase goods from a smart poster• Access control & virtual queuing • Obtain local info

NFC Smart PostersNFC Smart Posters

A poster combined with an RFID tag becomes “Smart”• RFID tags can store up to a few KB of data:

• URL• Promotion data• Location data• Security data

The RFID tag provides a link to the internet from the physical world:• Touch phone to tag to connect to URL• Tag authenticity can be verified by

phone application• Browse URL, get info, sign up/login,

purchase goods, get vouchers etc• Limitless applications

Example Use CasesExample Use Cases

Purchase a product from a poster

Download media content from poster

Send links to friends

There are currently four ways that a person can obtain virtual information from a physical advertisement:• Phone number / e-mail address / URL

• Cheap to deploy as part of print image

• Impulse response is lost, majority are forgotten

• SMS Message to a short-code• Long range (users don’t need to be within arms reach)

• Compact (no tags, just text characters)

• Cost can be high, many users weary of hidden charges & spam

• Has to be remembered if no coverage (eg on tube)

• Bluecasting• Bluetooth widely adopted in Handsets

• Intrusive, invasion of privacy, costly to deploy

• Scan/snap barcode• Most handset have hi-res screen and camera

• Time consuming, unreliable, specialist scanners

NFC: Competing TechnologiesNFC: Competing Technologies

NFC compliments existing SMS marketing campaigns• a cheaper, more convenient and more novel service discovery channel

Simple user experience • touch & follow instructions

Inherent security• Can be enhanced further with tag-level security

NFC gives the user control• Users must physically opt in to get data (or Blue-cast)

NFC/RFID infrastructure• Can work with existing readers & cards• With secure element can store ‘virtual’ payment/loyalty cards

NFC Technology AdvantageNFC Technology Advantage

Glue4 funded an NFC usability trial with our partner Foolproof• Two focus groups:

• Early adopters of technology• Late adopters of technology

• In-depth Interviews:• 8 people of varying experience with technology

• Respondents were given Nokia 3220 phones with the Glue4Touch NFC application installed and a variety of smart poster scenarios to play with

• Overall response was very positive• Biggest concerns were security and cost. Some were worried that data could

be extracted from the phone without their knowledge. Estimates of how much it would cost to touch a poster varied widely. Education essential.

• Users like the idea of collecting data on their phone (e.g. product info) for later consideration

NFC Consumer ResearchNFC Consumer Research

Glue4Touch: Smart-postersGlue4Touch: Smart-postersA click through model for the physical worldA click through model for the physical world

For the consumer:• Confidence in security of tags• Store favourite tags• Store history• Relevant promotional offers• Simple m-payments• Send tags to friends

• Via SMS or NFC

For the brand/operator:• Skinning & customisation• Analysis of user behaviour• Click-through rates• Conversion rates• Recommendation rates• Understand the effectiveness

of the campaign

Glue4Touch: A full NFC smart-postermanagement service including data collection

Glue4Touch BenefitsGlue4Touch Benefits

Trust and security• Glue4Touch tags are controlled by digital signatures and there’s a complete

validation chain for online and offline use. The tags are compliant with NFC Forum specifications.

Measurability and ROI• Interaction with tags is traceable to a specific tag at a specific location. Tag

sharing is also traceable making it simple to track viral marketing success.

Complete customisation and branding• The Glue4 smart poster solution covers customisation of the handset application,

tags and supporting mobile internet sites.

Dynamic Update• The focus of a smart poster campaign can be refined, changed or completely re-

branded post launch without the need for reissuing tags.

Partner Integration• We have teamed up with specialist service providers for payments and

transaction processing enabling us to deliver a tried and tested end-to-end service.

UK NFC Adoption RoadmapUK NFC Adoption Roadmap

2007• First consumer NFC phone available in May. O2 starts trials at O2 dome.• Barclaycard/Visa deal with Transport for London – Oyster credit card• London launch of retail cash replacement in September/October

2008• Start of national roll-out of cards and Merchant POS systems• Bank trials with new form factors (watches, key fobs, etc)• Campus/closed pilots/roll-out of NFC phones driven by leisure/ents sector

2009• NFC phone deployment driven by virtual network operators• Bank/Transit operator issuance of ‘’virtual cards’ to mobile phones viable• Smart-poster interactive advertising being used by agencies/brands

2010• NFC phones becoming mass-market (50% new phones have it)• NFC loyalty/voucher redemption retail infrastructure becoming available

2011• 80%+ credit-/debit- cards migrated to include contactless interface• 80% of relevant Merchants have contactless POS

Glue4: Contact UsGlue4: Contact Us

Neil GarnerrWeb:• www.glue4.com• neil@glue4.com

Phone:• T: 01603 283422• F: 01603 283434• M: 07740 305110 Glue4 Technologies Limited

The Royal25 Bank Plain

NorwichNR2 4SF

UK