How The New iPhone 8 And NFC Will Change Customer Experience

How The New iPhone 8 And NFC Will Change Customer Experience
SHARE
THIS



In this guest post, Geronimo CEO Matt Hunt (pictured below), explains how ‘The Apple Effect’ will complete the ecosystem for NFC marketing.

Matt Hunt

‘The Apple Effect’: up to 90 per cent of smartphones could be interacting with the physical world through NFC.

The same smartphone technology that allows you to use Apple Pay is now going to be unleashed for marketing and information interactions by Apple. That technology is NFC, which stands for near field communication. It works by bringing your phone close to objects that have NFC tags in or on them, delivering specific content to your mobile and driving more meaningful interactions. It’s the same technology used in Android Pay, Samsung Pay or your bank’s tap and pay cards/apps. We call it tapping.

The Apple Effect is the noticeable uptick in device and tech adoption whenever Apple launches a new iteration of existing technology – the Apple Watch in the wearables market, the iPad in the tablet market, large screens in smartphones. NFC is no different – it too will thrive from The Apple Effect.

In some countries like Australia, iPhone users make up around 45 per cent the smartphone market. So, for marketers, because NFC didn’t work on iPhone, it wasn’t really worth spending budget on NFC marketing.

The iPhone 7, 7 Plus and the new iPhone 8 will allow users to read NFC tags attached to or embedded in objects. We expect Core NFC to be also available for Apple Watch owners when the new version of its operating system is released. Apple Watch, OS4 is expected in September also. The Internet of Things (IoT) is about to get a whole lot bigger. For the past six years, brands and their agencies have been able to use NFC to reach around 30 per cent of the smartphone audience. From the middle of this month, this percentage will start climbing to around 90 per cent of smartphones in some countries. Globally, it is predicted that there will be 1.9 billion NFC devices in 2018.

The marketing and information use cases for NFC are wide and varied, but from our experience, fall into four main categories:

Public spaces and infrastructure

NFC will likely become part of the urban fabric deployed across signage, phone boxes, stadiums, bus stops, trains, buses, trams and parks. Enabling advertising street furniture with NFC is another big area, and the below video shows how with Xbox Halo on JCDecaux.

Retail

Brands including Google and Samsung have used NFC for customer feedback in retail and product information in retail. Other use cases include: catalogues, coupon redemption, recipes, food origin, offers and app downloads.

Product

Since the chips are wafer thin, you can easily put them into things like shoes and clothing. Tapit once enabled beer/drink coolers so you could ‘tap for a joke’ at a comedy festival for Jameson whisky.

Jamesons' 'Tap for a joke' beer cooler

Packaging

Imagine tapping a box of LEGO with your phone to instantly buy the LEGO mobile game.

There are lots of other use cases as well.

So, is The Apple Effect about dominant market share? Apple shipped 50 million iPhones in the first quarter of 2017, giving it 14 per cent global market share, with Samsung shipping 80.2 million units in the same period or 23 per cent. The rest of the smartphone market is dominated by Android-based phones from suppliers like Oppo, Huawei and Vivo. Android dominates the global smartphone market, with around 80.7 per cent devices shipped in the last quarter of 2016 versus 17.7 per cent for iOS smartphones. With global figures like this, you would think NFC tag reading would take off without Apple, but this isn’t the case

It’s reached a stage now where many people think that if Apple doesn’t have the technology, then there must be something wrong with it. This has probably come from the fact that when Apple does do something with new technology, often it is superior to anything else in the market from a quality and user experience perspective, as well as industrial design.

From September or October this year, we can expect iPhone 8 to start shipping in the same or bigger volumes as people replace their older devices.

From a customer experience point of view, this means that an additional 80 million people per quarter will be able to interact with physical objects using their phone.

For an iPhone user, they will either be able to tap via existing apps or download specific NFC reader apps.

The market has shifted – already it’s thinking on NFC. At TapIt, we have seen a spike in interest from large brands since Apple announced iOS 11. In turn, we expect most retail environments to have some element of interactivity in them over the next year or so – even if it’s something as simple as tap here to download the retailers’ app or to get a recipe or a coupon, or a prompt to tap items of interest and then buy them later via an app. For an example, take a look at this video from Hointer.

It’s not just about just changing retail patterns, it’s about using the full power of mobile to create a personalised, end-to-end customer experience for your brand. The whole idea of tag reading with NFC is to make things easier for people. Instead of having to browse or type in URLs, you can simply tap your phone on the object to connect that physical object to your phone, directly and deeply linking to information you need.

The Apple Effect will complete the ecosystem for NFC marketing, enabling a connected world where people will expect to tap their phone for a deep personalised interaction.

Latest News

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Storyation Finalist For Global Content Marketing Agency Of The Year
  • Marketing

Storyation Finalist For Global Content Marketing Agency Of The Year

Sydney content marketing agency Storyation has been named a finalist for global Content Marketing Agency of the Year in the Content Marketing Association Awards in the US.  The only Australian agency on the short-list, Storyation was founded by two former Fairfax Media executives Lauren Quaintance (right in photo) and Mimi Cullen (left) and its clients include Tourism […]

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular
  • Marketing

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular

Jaden Social has been awarded the tender to handle integrated marketing for the NSW Schools Spectacular. The agreement will see Jaden Social manage marketing, media, digital and social across the 2018 to 2020 productions of Schools Spectacular, held at Qudos Bank Arena in November. Jaden Social underwent a competitive pitch to secure the account, in […]

APD Australia Appoints New Head Of Digital Product & Strategy
  • Marketing
  • Technology

APD Australia Appoints New Head Of Digital Product & Strategy

Digital transformation business APD has announced the appointment of Chris Butterworth as its Australian head of digital product and strategy. Based in Melbourne, Butterworth (pictured above) will be responsible for building on APD’s owned media team, growing its range of services and developing cross-channel products. Butterworth joins APD from Reprise Digital, where he was most […]

Apparent Appoints Joint Creative Directors From Within
  • Marketing

Apparent Appoints Joint Creative Directors From Within

Customer engagement agency Apparent has promoted Michelle Turchini and Simon Bloomfield to the newly created roles of joint creative directors, following strong business growth. Over the past 12 months, the independent Sydney agency has increased its staff to more than 60 people and moved into larger offices off the back of new and organic business […]

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign
  • Advertising
  • Campaigns
  • Marketing

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign

Targus Australia New Zealand has today unveiled its first-ever out-of-home media campaign to show off the brand’s fresh look and reinvigorated proposition. Showcasing how Targus connects people and technology, the campaign has been developed by the local arm of international independent brand design agency SomeOne, alongside a media strategy developed in collaboration with Sydney-based agency […]

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth
  • Advertising
  • Campaigns

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth

Last year, Bedshed commissioned a nationwide survey asking people right across the country what they get up to in the privacy of their bedrooms. It then gathered all the personal revelations together into a report, and now they’re sharing those details with everyone in Australia. The Bedroom Report reveals everything from our favourite sleeping positions […]

MediaMath Secures $US225 Million In New Funding
  • Advertising
  • Technology

MediaMath Secures $US225 Million In New Funding

Programmatic advertising player MediaMath has announced an integrated set of initiatives designed to advance the next generation architecture for digital marketing. The company is unveiling a range of investments in technology, people and relationships, as well as US$225 million in new financing, to accelerate its mission to connect marketers with consumers in a manner that […]

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing
  • Marketing

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing

Co-working space company Christie Spaces has announced the appointment of The Wired Agency as its new digital marketing agency in Australia. Tasked with maximising campaign performance through their trademarked hyper-segmentation and hyper-optimisation techniques, The Wired Agency will be leading search advertising, display advertising, and SEO for Christie Spaces. The company exists to provide a space […]

Realestate.com.au & Mazda Unveil Property Construction Video Series
  • Marketing
  • Media

Realestate.com.au & Mazda Unveil Property Construction Video Series

Property website realestate.com.au has launched a video series showcasing the trials and tribulations of an epic demolition and transformation by interior stylist and well-known Instagrammer Catherine Hegarty. The Heraghty family bulldozed their quaint weatherboard in Sydney to make way for a duplex, which will be the focus of the 2 in Twelve series, which you […]

Jimmy Brings & Spotify Curate Limited Edition Wine & Music Pairings Via Eleven
  • Campaigns
  • Marketing

Jimmy Brings & Spotify Curate Limited Edition Wine & Music Pairings Via Eleven

Eleven has worked with alcohol delivery service Jimmy Brings and Spotify to launch three limited edition wines that marry perfectly with music. The Songmelier Edition range features an Australian sparkling, sauvignon blanc and reserve shiraz, each paired with a Spotify playlist accessible via a code on the label. Wine lovers can simply scan the code […]

IPG’s 303 MullenLowe Appoints WA Creative Duo
  • Advertising

IPG’s 303 MullenLowe Appoints WA Creative Duo

Interpublic Group’s 303 MullenLowe has announced the appointment of Western Australian creatives Melita Masters and Bianca Galan-Dwyer to its team. Masters (pictured above, left) and Galan-Dwyer (pictured above, right) joined forces in 2016 at The Brand Agency, quickly establishing themselves as a first-rate creative duo with their multi-award-winning campaign ‘Let’s Thursday Like We Friday’ for the […]

Top Marketers Join Forces To Explore Best Practice
  • Marketing

Top Marketers Join Forces To Explore Best Practice

Some of Sydney’s top senior marketers have banded together to form a council that aims to develop best practice around launch marketing. The Launch Marketing Council (LMC) is an initiative by global independent launch agency Five by Five and will meet twice a year to share experiences around various launch marketing topics. The panel is […]

My Top Takeaways From Programmatic Week
  • Advertising
  • Marketing
  • Opinion

My Top Takeaways From Programmatic Week

In this guest post, Amnet MD Indy Khabra (pictured above) shares his top takeouts from Programmatic Week – a week dedicated to educating Dentsu Aegis Network staff on the very latest innovation and changes to the industry. The speed of technological disruption is accelerating. Keeping on top of the latest developments is challenging – even […]

Opinion

by B&T Magazine

B&T Magazine