How to make NFC boring

to make it interesting?

Lionel Brahami, CEO | Famoco Ltd.

Mobile Monday | April 2010, Beijing

Introduction

Lionel Brahami

• 14 years in mobile & contactless

• Contactless (Gemalto)

– 5 years in France

– 5 years in China

• Video Games (Europe + US Startup)

• Founded Famoco in 2006

Famoco

• What we do

– NFCme: Platform for development &

deployment of NFC Services

– “Delivering NFC Happiness”

• Clients & References

– Nokia (Xiamen, China)

– China Mobile & CMRI

– Gemalto

– Gemalto & FET (Taiwan)

The Promises & The Problems

of NFC

Promises of NFC

Credit card, loyaltycard, transport, movie

e-ticket, discount

voucher, gift voucher,

parking access, access

control, tag reading, pay bill,

person to person money transfer, exchange business card, exchange

contact information, exchange picture, localized

yourself, product info rfid tag, open your door, …

Why Switching to NFC Services?

• Contactless card is enough for transport

• Contactless card is enough for banking

• Loyalty cards already associated with CC

Why Switching to NFC Services?

• Contactless card is enough for transport

• Contactless card is enough for banking

• Loyalty cards already associated with CC

+ no Incentive

Switching is painful

• New mobile, new SIM

• Register

• New HABIT

Switching is painful

• New mobile, new SIM

• Register

• New HABIT

+ It’s not fun

Some Advantages

• Online money charge

• Ticketless / cardless services

• Cheaper ?

• Check information on Handset’s screen

QUESTION

HOW TO MOTIVATE USERS TO SWITCH?(Assuming business models are sorted out)

My Belief

Connected life style will be

key driver for NFC take off.

Magic vs. Boring

NFC is Fantastic!

Too great for its own good?

Magic?

Arthur C. Clarke

English Writer of Science Fiction

“Any sufficiently

advanced technology

is indistinguishable

from magic”

Magic is for Magicians!

Boring?

“When a technology

becomes boring, that's

when the social effects

become interesting.”

Clay Shirky, Professor, NYU

Author, “Here Comes Everybody”

On Social and economic effects

of Internet technologies

Turn it on

In Other Words: Make it Boring!

• Making it used everyday, many times, for

many simple things.

• Social aspects enhance the value and

spread of technologies.

Bring It Into Your App!

• How to enhance the spreading of a

Banking or Transport NFC app?

• This is EQUAL to

“how to make people switch to NFC”

Bring It Into Your App!

• How to enhance the spreading of a

Banking or Transport NFC app?

• This is EQUAL to

“how to make people switch to NFC”

By integrating social, gaming, lifestyle

features and more into your service.

Making NFC…

• Boring as a technology

• Fun to use

• Cool, to make it spread

How ?

Ubiquitous Environment

1. Use Tag reading feature & RFID tags

2. Small, fun and easy services

3. … and INTO serious ones

Ubiquitous Environment

1. Use Tag reading feature & RFID tags

2. Small, fun and easy services

3. …and INTO serious ones

Achieve User Education and

increase Perceived Value with

entertainment & social features.

Tag & More!

• Tag & Publish– Check-in, tag-to-post, tag-to-tweet, link to social

media

• Tag & Exchange– Tag & p2p, Tag-to-Print, Tag & Play

• Tag & Connect– URL jump, Tag-to-call, etc.

• Tag & Download– Game, e-coupon, e-ticket, e-book…

It’s already here

Facebook Presence

Facebook Presence

iPhone & NFC

Making it Work

• Many options

• Japan

– Felica platform

• Rest of the world?

– Various solutions

Making it Work

• Many options

• Japan

– Felica platform

• Rest of the world?

– Various solutions

– Famoco solution!

(Shameless Commercial Plug)

NFCme

• Development and deployment

platform for NFC Services.

• Unleash NFC market creativity

– Open NFC to new kinds of social,

fun and interactive services.

E – Transport

Options CloseSelect

“Delivering NFC Happiness”

Benefits

• Easy service delivery• As easy as updating a web page.

• Avoid service fragmentation.• Same service run on every platform.

• Keep UI Consistency.• All services group into a wallet.

• Widgets & Smart UI• Viral marketing campaign

E – Transport

Close

Monthly

Travelcard

Expire : 30/03/2010

Price : $12

Next station :

Mong KoK

SDK & Features

SDK & Features

• Easy services development:

– Java & XML.

• Complete development life cycle:

– Develop, test, simulate & deploy in the same environment.

– Mobile & Server simulator.

• Run on various development platform

– Android, WM, Nokia, …

Uplifting Conclusions

Stop the Tech Talk

• Think fun

• Think interactive

• Think social

Stop the Tech Talk

• Think fun

• Think interactive

• Think social

We have everything to make it work!

Contacts

• Contact me!

– Lionel@famoco.com

– +86 139 1005 0895

• Get this presentation

– www.famoco.com

– www.slideshare.net/famoco

delivering NFC happiness

Contacts

• Contact me!

– Lionel@famoco.com

– +86 139 1005 0895

• Get this presentation

– www.famoco.com

– www.slideshare.net/famoco

delivering NFC happiness

Looking for interesting partners

Thank you !