making nfc boring to make it interesting
DESCRIPTION
By Famoco @ Mobile Monday BeijingTRANSCRIPT
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!
– +86 139 1005 0895
• Get this presentation
– www.famoco.com
– www.slideshare.net/famoco
delivering NFC happiness
Contacts
• Contact me!
– +86 139 1005 0895
• Get this presentation
– www.famoco.com
– www.slideshare.net/famoco
delivering NFC happiness
Looking for interesting partners
Thank you !