NFC WORLD CONGRESS 2012 Seizing Marketing Opportunities : NFC for CRM Keynote by François Lecomte-Vagniez, Associate Partner, Lobary Program Committee Chair of the NFC World Congress.

1. Digital proximity experience unlocks value
Seizing marketing opportunities
NFC for CRM
François Lecomte-Vagniez
LOBARY SARL
 +33 6 81 49 44 94
 flecomte@lobary.com @lobary
www. lobary.com
September 18th, 2012
© Lobary 2012

2. Do customers think as pretenders ?
Is it really Great food here…
a midge ?” Will I stay forever
in this place ?
Can I eat it,
easily and safely ?
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3. Customer’s remote control for local services
 Inform  Perform  Transform
Products / Brands
Deals / Services
Local interactions over smartphones
change (almost) everything in a commercial relation
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4. The mobile revolution… Is NFC next ?
• Mobile wins !
– A mobile out of 2 is a smartphone
– Mobile users connected anytime, anywhere.
– Social living – instant like & shares
Smartphones sales (GFK)
• Digital and real world, back and forth
• “Web-to-Shop” and “Shop-to-Web” + in-Shop interactions.
• SoLoMo – Social Local Mobile
• Mobile Economic Time (MET)
• Digital proximity services delivery
• ONLINE : web based / strong authentication.
• OFFLINE/ONLINE : Keys stored on devices.
 NFC : a generic interaction facilitator ?
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5.  INFORM – NFC helps
• Handling customer’s queries
– Instant queries, anywhere
Local deals, shop localization, timetable, drive-in…
– In-shop experience
Check-in , investigations, product details, call for help,…
• For immediate answer !
– Content pertinence, format, accuracy, speed, etc. “Bordeaux ma Ville”
local services
• NFC query = a simple gesture to read a tag
– Close loop, pull mode, desired, no need for specific apps, etc.
– NFC isn’t common today, but a commodity tomorrow ?
• Learning curve… could be mixed with QR-Codes or LBS.
 Challenge : Matching customer’s expectations (at least) !
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6.  PERFORM – NFC helps
• All mobile… No user’s guide.
– Coupons, discount, gift, voucher, fast pass, quick payment, etc.
– Service discovery, prepaid voucher, instant betting, gaming…
 Intuitive use, smartphone integrated.
• Seamless transactional processes, the must !
– Honor promise - do not create constraints.
– Service fast and easy. Very efficient.
– Safety for valuables and data.
• NFC = same gesture to valid/redeem/pay/access…
– Short range communication, private/universal models, online or offline.
– Market standards, certification, processes, platforms, cards & mobile
coexistence, marketing and communication efforts, etc.
 Challenge : NFC transaction’s ecosystem(s) to take-off
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7.  TRANSFORM – NFC helps
• Remains accessible – all time and location
– Multichannel services : web-2-shop / shop-2-web.
– Enable social networks shares. Even for deals.
• Your customers deserve all the best Sharing deals
– Offer a seamless multichannel for digital and physical worlds.
– Delivering the best customer experience is your priority.
 Consider all NFC options and alternatives.
• NFC offers a pivot for local services delivery
– Identify your customer for personalized relations.
– Deliver value added local services :
• Cloud based – store value acquisition platform.
• Offline –secure keys embedded / authentication processes.
Smurf NFC
 Challenge : NFC smartphones market share today
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8. Upside down customer’s relations - VRM
• From Customer to Vendor Relationship Management
– Personalized services on demand - over smartphones.
– Pull mode is going to be preferred than push.
 Convenience, Pertinence, Security, Privacy and Universality.
Remember : the pretender is the expert of camouflage.
• NFC “Click and whirr 1 ” gesture
– Best choice available. Here and now.
– Best deals and optimized services. A la carte.
– Easy transactions, in confidence. Their way.
« Got it ! »
• Instant value delivery is the #1 discriminant
– Widgets, apps, secure Id, seamless multichannel CRM…
– The must : brand images + excellence in services delivery.
 All means for local interactions should be organized.
1 Reference to « Influence », by Robert B. Cialdini, Pearson
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9. Attention marketing – take care !
• Get customer’s attention
 Load and store
– Be visible to exist. Information, games, tools & apps,…
valuables.
– Start to exploit the Mobile Economic Time.
• Catch the winning instant  Instant
– Appropriate time, place and offer. satisfaction
– No push - except if demanded. delivery
• Deliver the promise
 Standardize
– Innovation isn’t obvious. Make life easier.
processes
– Be over expectations for problem solving.
• Be a friend, fair and dutiful
 Recognize
– Privacy counts. Protect personal data. and serve
– Encourage feedback, good or bad. Leverage social networks.
 Possibly, that’s all NFC capabilities
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10. To be or not to be NFC for CRM ?
• NFC brings lot’s of value for CRM
– DUMMY SIMPLE for users + SECURED.
– Large bandwidth for use : tag, card and p2p.
– Marketing action’s efficiency can be tracked from A to Z.
 But : “ECOSYSMIC”… Uncertainty on take-off, adoption, models…
• Investing in mobile proximity services worths it
– Learn and tune offers and customer’s approaches.
– Teach customers and get direct feedback.
– Be involved in a promising global ecosystem development.
 Get AGILITY and catch OPPORTUNITIES.
 NFC or not : digital proximity experience unlocks value.
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11. Thank you
François Lecomte-Vagniez
LOBARY SARL
 +33.6.81.49.44.94
@lobary
 flecomte@lobary.com
www. lobary.com

12. Digital proximity experience unlocks value
• Lobary value proposal
– Lobary advises and contributes to effective deployment
of mobile contactless (nfc) solutions for proximity services applications
such as payment, commerce, marketing, access or transport.
 Experience unlocks value : for your company and your clients.
• Lobary leverages experience on digital proximity services
 Vision :
 Prospective, market opportunities.
 Strategy :
 Positioning, business case, targets and means.
 Development :
 Business development, partnerships/alliances...
 Marketing, communication, events,...
www.lobary.com
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