1. Near Field Communication (NFC):
A quick look at the
opportunity in Australia

2. What is NFC?
Near Field Communication (NFC) is a short
range electromagnetic field that allows an
enabled device ie your mobile to
communicate with another device or to receive
a predetermined instruction.
It removes the need for the user to open any
applications or to actively scan a code just tap
your device to an NFC tag or another NFC
enabled device.
consumerisation has been
largely driven by the major and upcoming
payment providers as the transactional world
moves from cash wallets to purely digital.

3. There will be
863 Million NFC
enabled handsets
by 2015 53% of
all smartphones.
~ Frost & Sullivan

4. Payments File sharing
Security / physical access
Identity management
Utility management Food & beverage ordering / payment
Home Appliances Marketing promotions
Data transfer Loyalty programs and memberships
Gaming Ticketing

5. The number of manufacturers
shipping with NFC is growing.

6. But what about?...

7. Apple & NFC
Despite this, Apple has taken numerous patents on NFC technology
(shopping, payments, travel, remote controls).
In key markets including Australia, Android handsets most of which are
now shipping with NFC capability account for up to 63% of sales.

8. Public Transport: Out & About:
Everyday uses of NFC • Pay to access / travel
• Download timetable info
• Download perks from
advertising poster
from kiosk • Pay for goods & services
• Accumulate points for loyalty
Your car: programs
• Start the car • Acquire & use coupons
• Tune to your music playlist • Order meals & inventory
• Pay for parking
• At home:
• Customise your seat position • Control appliances & lighting
• Customise music
At the office: • Pay for parking
• Access control •
• Exchange details (business • Customise your seat position
cards)
• Log into computer Entertainment:
• Access printing dialogue • Use as your ticket
• Access / control petty cash • Download exhibit / match
• Manage attendance Information & content

9. Industry convergence will unlock mobile commerce via NFC
Source: Accenture

10. In Australia, mobile payments
(including NFC) will account for
$19.5 billion of commerce by
2015.
Source: IE Market Research Corp

11. 23%
In fact, of consumers
would rather give up their TV
38% 40%
than their smartphone.
18-29 y.o. 30-49 y.o.
More and more Aussies are scanning QR codes
while out of home, demonstrating a demand for
in-store and location based mobile utility (NFC is
a replacement for QRC)
% of surveyed respondents to scan QR code within last 3 mths
Source: Google, Our Mobile Planet, Australia Source: Adobe

12. And consumers are actively using their mobile devices in-store...
73%
Percentage of US consumers that use
their mobile in-store to:
• Check prices
• Take a photo
• Send to others
• Find product details
• Find nearby sellers
• Check for deals
Source: Google, Our Mobile Planet, Australia Source: IAB USA

13. -store experiences with local businesses.
Source: Google Our Mobile Planet

14. NFC is already in action in Australia
Payments Advertising / Marketing Mobility & Retail
Transactional focus. Big, established players pave Increasing consumer awareness drive Advertising Secondary benefits of NFC are adopted by POS
the way for introduction of NFC to retailers, and Marketing firms to adopt NFC enabled retailers, utility based applications (ie home
driving consumer demand for NFC enabled campaigns. appliances, tourism, security access, etc) and
devices. other Out of Home beneficiaries.

15. Contact
Web: athenaprojects.com.au
Twitter: @priceyjohndoe
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