NFC Forum Aids Retail Industry

A special interest group formed by the standards body NFC Forum now supports the retail industry through a little embedded chip in phones that allows Google to process electronic payments through Wallet, a virtual credit and debit card app.

The standards body formed the group to help developers focus on apps aimed at retail marketing.

GS1, the organization behind barcodes, will focus on supporting digital coupons and product information that brands can pass via near field communication technology. It enables consumers to tap a shelved product in a store with a NFC-enabled smartphone, open the phone's browser and search for the landing page with the specific product information.

As landing pages become more dynamic and personalized, the app can pull in data from the phone and location to customize the information, based on prior searches on the browser or information in the phone. The group said the chip reduces consumer frustration of having to click through multiple pages on a small screen.

 
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2 comments about "NFC Forum Aids Retail Industry".
  1. Nic Denyer from the aranda group , January 30, 2013 at 10:45 a.m.
    Laurie How do i get in touch with this group. Would love to work with them on the integration of NFC into advertising applications.. Thanks Nic
  2. Laurie Sullivan from lauriesullivan , January 31, 2013 at 7:33 p.m.
    Contact ruth.cassidy@nfc-forum.org