• TechCrunch, Thursday, September 8, 2011 12:09 PM

Three top near field communication (NFC) specialists have formed global alliance to promote the technology as a viable mobile marketing tool. "All three already have experience in running successful NFC-based campaigns that have helped connect brands to their audiences on a large scale," according to TechCrunch. The firms involved in the NFC World Alliance each represent a specific geographic region, and include Blue Bite -- America's region -- Proxama - EMEA -- and Tapit -- Asia-Pacific.

Presently, the short-range, high-frequency technology is more commonly associated with mobile wallets and mobile payments systems than with advertising. "In the future, NFC could provide comparable reach to traditional mobile media," TechCrunch, citing comments from Blue Bite's vice president of business development Dan Trigub. In addition to promoting NFC technology, the three companies involved in the alliance have access to the key media buyers in the region, "which," adds TechCrunch, "makes the newly formed group sort of a one-stop-shop for a brand looking to run or expand a global campaign in other regions."

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