Giancarlo Cutrignelli, The new consumer in the NFC era, NXP M-Days 2013 Blog by Messe Frankfurt for the Digital Business: http://connected.messefrankfurt.com/en/

1. The new consumer in the
NFC era
Giancarlo Cutrignelli
Senior Global Marketing Manager

2. Smartphones have changed
forever the way people shop

3. "Best Buy has become Amazon's showroom"
Which of the following retailers have
you shopped in the last 90 days?
Amazon Best Buy
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Best Buy Electronics Amazon Electronics
shoppers shoppers
Among Best Buy electronics shoppers carrying mobile devices:
67% regularly or occasionally compare shops via their mobile devices
38% use Amazon’s Price Check app specifically
Source: BIGInsight Monthly Consumer Survey (Jul 12), Forbes (Aug 12), Bloomberg (Mar 12)

4. The traditional purchase path
Stimulus First Second
Moment of Truth Moment of Truth
(Shelf) (Experience)

5. Google's view: the Zero Moment Of Truth
Stimulus First Second
Moment of Truth Moment of Truth
(Shelf) (Experience)
Which becomes the next person's ZMOT

6. And the path is not linear either

7. 87%
of smartphone users
perform a mobile search
after seeing an ad
Source: Google, May 2012

12. Lexus ad in Wired magazine

18. Consumer engagement by the numbers
NFC Out-of-Home ads
Positive consumers 78%
Conversion to action via NFC Up to 49%
Voucher redemption rate Up to 18%
NFC enabled shelves
NFC engagement vs. QR code 12x
NFC engagement time 48 sec
Conversion to action via NFC >36%
Source: News America Marketing, Kantar Media, Kinetic (2012)

19. NFC maximizes the dialog to consumer
Stimulus First Second
Moment of Truth Moment of Truth
(Shelf) (Experience)
Which becomes the next person's ZMOT

21. THANK YOU
Giancarlo Cutrignelli
giancarlo.cutrignelli@nxp.com