Mobile phones that interact with ‘smart’ posters will more than triple transaction values over the next three years. The application of NFC* as a mobile retail marketing tool using coupons and smart posters will push revenues from $8bn now to beyond $30bn by 2012, says analysis from Juniper Research.

* Near Field Communication – NFC – a short-range high-frequency wireless communication technology which enables the exchange of data between devices, an extension of contactless cards and readers.

The potential of NFC is creating much excitement, with vendors developing and launching a variety of interim solutions such as stickers and SD (secure digital) cards to get NFC to market faster on existing phones rather than new NFC-enabled ones.

Juniper report author, Howard Wilcox, said: “Many people focus on the use of NFC for payments but in fact it is poised to revolutionise the way many people shop, too. The ability to tap smart posters and receive coupons and product information also presents new channels to market for merchants. While vendors see widespread availability of NFC phones in future, the jury is out as to whether interim solutions will attract users or actually have a detrimental effect.”

The research findings also reveal:

• First NFC devices will be shipped commerically later in 2009 and the market will ramp up from 2011
• NFC/Felica payments are already established in Japan, but by 2014, North America and Western Europe will be experiencing high growth
• By 2012, NFC global gross transaction value will exceed $30bn
  

Further details of the study, NFC Mobile Payments & Marketing Opportunities: Forecasts & Analysis 2009 - 2014, can be downloaded from the Juniper Research website: www.juniperresearch.com