What is NFC?Near !eld communication (NFC) is a wireless technology that allows the transfer of data between a mobile device and a transmission device (an NFC tag). It can open a web page or app, give instructions to authorise a payment or even open a hotel room door.

How NFC worksNFC tags are small discs of plastic that contain a printed circuit with an antennae. The NFC tag draws a small amount of power from an NFC-enabled device when you tap it. It can transfer up to 1MB of data and can be standalone or embedded in other objects (eg posters, product packaging).

The rise and rise of NFCBy 2014, 20% of mobile handsets sold will have NFC technology

The number of NFC-enabled handsets sold in 2011(IMS research)

35 million

How much payment transactions will be worth by 2015(Juniper)

$74bn

What are the marketing opportunities?NFC allows customers to make a purchase, receive targeted o!ers, but also share experiences and view customised rich media. They just tap the mobile device on a poster, magazine ad or any other transmission device to activate the NFC technology.So what could NFC marketing look like in the near future?

A day in the life of an NFC-enabled consumer…

John loves his mobile

NFC technology is opening up a whole new channel for him to connect with brands.

John uses his mobile to download a driving game app that wasembedded into a car brand’s direct mailer.

He gets to play a free game and the brand captures his data. Who knows he may even book a test drive?

On the way to the shops, John walks past a poster that catches his eye.

It’s advertising the !lm he’s been meaning to see but hasn’t got round to it. He taps the poster to book tickets at his local cinema for tonight.

John’s seen an ad on the telly about a new co!ee brand and recognises the product on the shelves.

He wants to know a bit more about it – is it ethically produced, are there any o!ers? So he taps the packaging.

John is paying for his co!ee and a few other things he’s run out of at home. No need to fumble around for his loyalty card, as it’s on his mobile.

John takes a stroll through the shopping centre on his way back home and goes past his favourite clothing store. The window display is advertising discounts this week.

In the shop, he sees a pair of designer jeans he likes the look of so he taps the price tag.

John stops at a bar for a quick drink. He runs into his old !atmate who’s a bit of a gamer.

He taps his friend’s mobile to share the driving game he got this morning. The car brand gets a social recommend, collects data and may have a new customer.

John heads to his local pizza parlour, which has a two for one o!er.

John and his girlfriend arrive at the cinema, pick up the cinema tickets and !nd out that there’s a deal on popcorn so they buy some on the way in.

Trying to !nd a cab after the !lm will be a pain so he taps a call to action on a poster to book their cab for later.

John tidies up his apps and emails on his mobile. He looks at his day’s transactions and !les stu" away, changes his opt-in and preferences. He also looks at o"ers from other brands and decides whether or not to subscribe to them.