Mobile marketing minefield for NFC tag makers

NFCNews reports.

According to the report, these market segments account for more than half of today's NFC tag shipments and are expected to account for 70% of shipments in 2016.

Companies such as Avery Dennison, Identive and UPM Raflatac have all released products for NFC-enabled non-payment services, driving a market that is expected to reach $298 million over the next five years.

In a MediaPost report, Maggie Bidlingmaier, global director of sales and marketing for the company's RFID division of the N-zone, says: “NFC is reaching a tipping point. Consumers will quickly demand applications that the technology makes possible.”

Unlike mobile payment systems that require compatibility with specific credit infrastructures and security schemes, any handset with an NFC reader will be able to access these standardised NFC tags and receive data.

Mobile Marketing Watch says that, according to John Devlin, ABI Research group director, security and ID, high profile technology companies are already rolling out smart posters and information pick-up using NFC.

He says: “Companies such as Google, Nokia and RIM, as well as innovative MNOs, are all exploring new business models and looking for the revenue opportunities outside of payments.”