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The NFC revolution is just a tap away


Giancarlo Cutrignelli
Global Marketing Manager
giancarlo.cutrignelli@nxp.com
First of all




Why should you
 attend this
presentation?
Summary


1) The evolution of product marketing and brand promotion


2) What is Digital Marketing 2.0 ?


3) How NFC is going to change our lives (and our business)


4) Success stories
“ The purpose of
 a business is to
 create a customer
                     ”


 – Peter Drucker         5
Marketing in the good ol' days
What was Digital Marketing 1.0 like?


                                      Dialup
SPAM
                                                      adware
Telemarketing               vortals
                                                               SPAM
                                                               SPAM



          DM                          TV          ethis    ithat
                                                    What’s New!

  WEB          eMail            Flash Animations

dot.com                                               Radio
                  portals        hortals
                                           SPAM
                                           SPAM
                                           SPAM        About Us
PORN
         Blinking Banners
Popups                                     Contact Us
                                           dot.gone       links
                                Directories
                spyware

      SPAM
    What’s
      Hot
                                                                 SPAM
                                                                 SPAM

Brochureware                        SPAM  Press
NXP - The NFC revolution is just a tap away
Consumer habits have changed


Traditional marketing is over: 2% to 9% penetration

      WHAT I WANT
     WHERE I WANT
      WHEN I WANT
      HOW I WANT


 AND IF IT’S NOT MY WAY
   TAKE THE HIGHWAY!

                                                      9
You will not get to them with a TV ad




                Only 25% of consumers believe advertising
                is a credible source of product information


                90% trust the opinions of friends who have
                used the product


                70% trust opinions posted online
“ The purpose of
 a business is to
 create a customer
 who creates customers
                                        ”

 @shivsingh http://goingsocialnow.com
Yeah, right, but
what has all this to
  do with NFC?
NFC Proximity Marketing



    Uses a pull strategy


     Far less intrusive

  Delivers your marketing
   message on request

 Gives you detailed usage
         analytics
NFC connects old and new promotional channels



          Leaflets                    Social Media

       Brochures                      Product pages

 TV, magazine ads                     Deals & Offers

        Billboards                    Search engines

Sponsored events                      Product reviews
The time of NFC is now




130+ handsets and tablets up to date
NFC phone installed base




                           Source: ABI research, Oct 2011
Wait a minute, but
  wasn't NFC all
 about payment?
A day with NFC
NXP - The NFC revolution is just a tap away
Blue Bite and partner Pearl Media launched
 the first-ever NFC-enabled storefront in the
 U.S to promote TNT’s top-rated drama series
 Rizzoli & Isles




Starbucks China adds NFC to festive check-in
campaign. A voucher for a free drink upgrade
is earned via social network Jiepang
Passengers on Frankfurt's U-Bahn commuter
services will be able to access a range of
travel information services via smart posters
(Info-Moduls) located in each carriage




Museum of London, Nokia and Bolser allow
visitors to find out more about particular
exhibits, access vouchers, book tickets and
connect via social media
Nearly 20,000 NFC tags from UPM RFID will
be embedded in smart posters and stickers
used to promote Helsinki's year as the World
Design Capital.




Deep Springs International provides Haitians
with clean drinking water using NFC
technology
Blue Bite and RMG launched their mTag
services in San Francisco, delivering location-
specific information, coupons and offers to
consumers




UPM RFID tags connect French magazine
Amusement to online content, bridge the
divide between traditional print and online
magazines
Jiepang, China’s location-based services
leader, trials NFC-enabled mobile marketing
and payment services




Marketing of the new series of TV network
VH1's Basketball Wives includes a series of
NFC smart posters around New York and Los
Angeles.
Proxama showed a hi-tech version of a
traditional murder mystery game uses NFC
phones and tags to allow participants to
discover clues hidden around a venue and to
accuse their choice of suspect



Smart posters distributed around central
London to promote the latest X-Men film,
enabling NFC phone users to download an
exclusive trailer and connect with the movie's
Facebook page.
JCDecaux Australia has signed a two year
agreement which will see Tapit equip 240
advertising panels with NFC tags to create
Australiaʼs first NFC-enabled outdoor
advertising network




Clear Channel Singapore enters NFC
advertising market in 300 of the most
influential out-of-home advertising sites in
Singapore
Clear Channel brings NFC to London’s Oxford
Street. 100 locations are equipped with
digital advertising displays that include 72-
inch HD screens and NFC




Coca-Cola launches an NFC out-of-home
advertising campaign in Singapore, using the
NFC-enabled Mobile Life! network
introduced by Clear Channel
NFC means




            Connecting the physical world
               with the virtual world
Inventor of NFC
        Provider of complete and
          trusted NFC solutions




Visit us at M-Days, booth B10
http://www.nearfieldcommunication.com
References


 G2, "Engaging and Activating Digitally Enabled Shoppers Along the Purchase
 Decision Journey", Jun 2010
 ReachLocal, "Rethinking the Consumer Buying Process", Oct 2011
 Bates141, "The Present & Future of Digital Marketing", 2008
 www.nfctags.com
NXP - The NFC revolution is just a tap away

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NXP - The NFC revolution is just a tap away

  • 1. The NFC revolution is just a tap away Giancarlo Cutrignelli Global Marketing Manager giancarlo.cutrignelli@nxp.com
  • 2. First of all Why should you attend this presentation?
  • 3. Summary 1) The evolution of product marketing and brand promotion 2) What is Digital Marketing 2.0 ? 3) How NFC is going to change our lives (and our business) 4) Success stories
  • 4. “ The purpose of a business is to create a customer ” – Peter Drucker 5
  • 5. Marketing in the good ol' days
  • 6. What was Digital Marketing 1.0 like? Dialup SPAM adware Telemarketing vortals SPAM SPAM DM TV ethis ithat What’s New! WEB eMail Flash Animations dot.com Radio portals hortals SPAM SPAM SPAM About Us PORN Blinking Banners Popups Contact Us dot.gone links Directories spyware SPAM What’s Hot SPAM SPAM Brochureware SPAM Press
  • 8. Consumer habits have changed Traditional marketing is over: 2% to 9% penetration WHAT I WANT WHERE I WANT WHEN I WANT HOW I WANT AND IF IT’S NOT MY WAY TAKE THE HIGHWAY! 9
  • 9. You will not get to them with a TV ad Only 25% of consumers believe advertising is a credible source of product information 90% trust the opinions of friends who have used the product 70% trust opinions posted online
  • 10. “ The purpose of a business is to create a customer who creates customers ” @shivsingh http://goingsocialnow.com
  • 11. Yeah, right, but what has all this to do with NFC?
  • 12. NFC Proximity Marketing Uses a pull strategy Far less intrusive Delivers your marketing message on request Gives you detailed usage analytics
  • 13. NFC connects old and new promotional channels Leaflets Social Media Brochures Product pages TV, magazine ads Deals & Offers Billboards Search engines Sponsored events Product reviews
  • 14. The time of NFC is now 130+ handsets and tablets up to date
  • 15. NFC phone installed base Source: ABI research, Oct 2011
  • 16. Wait a minute, but wasn't NFC all about payment?
  • 17. A day with NFC
  • 19. Blue Bite and partner Pearl Media launched the first-ever NFC-enabled storefront in the U.S to promote TNT’s top-rated drama series Rizzoli & Isles Starbucks China adds NFC to festive check-in campaign. A voucher for a free drink upgrade is earned via social network Jiepang
  • 20. Passengers on Frankfurt's U-Bahn commuter services will be able to access a range of travel information services via smart posters (Info-Moduls) located in each carriage Museum of London, Nokia and Bolser allow visitors to find out more about particular exhibits, access vouchers, book tickets and connect via social media
  • 21. Nearly 20,000 NFC tags from UPM RFID will be embedded in smart posters and stickers used to promote Helsinki's year as the World Design Capital. Deep Springs International provides Haitians with clean drinking water using NFC technology
  • 22. Blue Bite and RMG launched their mTag services in San Francisco, delivering location- specific information, coupons and offers to consumers UPM RFID tags connect French magazine Amusement to online content, bridge the divide between traditional print and online magazines
  • 23. Jiepang, China’s location-based services leader, trials NFC-enabled mobile marketing and payment services Marketing of the new series of TV network VH1's Basketball Wives includes a series of NFC smart posters around New York and Los Angeles.
  • 24. Proxama showed a hi-tech version of a traditional murder mystery game uses NFC phones and tags to allow participants to discover clues hidden around a venue and to accuse their choice of suspect Smart posters distributed around central London to promote the latest X-Men film, enabling NFC phone users to download an exclusive trailer and connect with the movie's Facebook page.
  • 25. JCDecaux Australia has signed a two year agreement which will see Tapit equip 240 advertising panels with NFC tags to create Australiaʼs first NFC-enabled outdoor advertising network Clear Channel Singapore enters NFC advertising market in 300 of the most influential out-of-home advertising sites in Singapore
  • 26. Clear Channel brings NFC to London’s Oxford Street. 100 locations are equipped with digital advertising displays that include 72- inch HD screens and NFC Coca-Cola launches an NFC out-of-home advertising campaign in Singapore, using the NFC-enabled Mobile Life! network introduced by Clear Channel
  • 27. NFC means Connecting the physical world with the virtual world
  • 28. Inventor of NFC Provider of complete and trusted NFC solutions Visit us at M-Days, booth B10 http://www.nearfieldcommunication.com
  • 29. References G2, "Engaging and Activating Digitally Enabled Shoppers Along the Purchase Decision Journey", Jun 2010 ReachLocal, "Rethinking the Consumer Buying Process", Oct 2011 Bates141, "The Present & Future of Digital Marketing", 2008 www.nfctags.com