This document discusses the history and future of Near Field Communication (NFC) technology. It provides background on the NFC Forum, which represents major technology companies and works to develop NFC standards and ensure interoperability. The document outlines the NFC Forum's mission to empower organizations to deliver secure tap-based interactions. It also discusses latest market developments like growing mobile commerce, and how NFC can be used in applications like retail packaging to enhance the consumer experience from pre-purchase to post-purchase.

1. Matthew Bright, Chair
NFC Forum Retail & Payment Working Group
3 November 2017, Amsterdam
History, background and Future Perspectives of
Near Field Communication for the Packaging Industry

2. THE NFC FORUM REPRESENTS
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All of the world’s major:
● Chip vendors
● Payment service providers
● Smart phone manufacturers
● Mobile operating system providers
● 150 member companies
● Sponsor Members / Board of Directors:

3. THE NFC FORUM REPRESENTS
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Collaborations with Industry Consortia:

4. NFC FORUM’S MISSION
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The NFC Forum brings the convenience of NFC technology to life.
We empower organizations to deliver secure, tap-based interactions with an intuitive, reliable
experience to users around the globe.
Or in technical terms: The NFC Forum stands for the open and interoperable implementation of NFC
technology.
Specifications & Application
Documents
Compliance &
Interoperability
Branding, SIGs &
Networking

5. NFC FORUM: DRIVING NFC FORWARD ON ALL FRONTS
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• Ensure compliance and
interoperability with the
NFC Forum’s standards
• Develop and maintain
product certification and
interoperability programs
• Plugfest program
• Encourage broad adoption
of NFC technology in
targeted vertical markets
• Gather business
requirements to drive work
within the Technical and
Compliance Committees
• Engage market critical
liaisons
Compliance
Committee
Special
Interest
Groups
Technical
Committee
• Creation and maintenance
of technical requirements
documents and
specifications
• Engage with NFC Forum
liaison partners

6. NFC FORUM CERTIFICATION PROGRAM
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7. LATEST MARKET DEVELOPMENTS
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8. Mobile IS Commerce
40%Ecommerce transactions
from Mobile*
90%Consumers using
Smartphones in-store**
* IMRG Capgemini Quarterly Benchmark, February 2015
** www.marketingland.com, “Survey: 90% of Retail Shoppers Use Smartphones in
Stores”, July 20th, 2015

9. Source: Nielsen 2015
PULLPUSH
43%
46%
47%
48%
56%
58%
60%
63%
56%
61%
70%
66%
66%
83%
Ads on Mobile
Ads in Social Networks
Ads in Search Engines
Online Video Ads
Billboards
Ads in Magazines
Ads in newspapers
Ads on TV
Emails I signed up for
Brand Sponsorships
Branded Websites
Editorial Content
Consumer Opinions Posted Online
Recommendations from People I know
65%more than “push” based advertising.
Consumers trust ”pull” based research
HOW DO YOU WIN
MINDSHARE?

10. Source: Google Trends Data, 2015-2016
In many countries, including the U.S., more Google searches take place
on mobile devices than on computers.
I-need-some-
ideas-moments
• 65% of online
consumers look
up more info
online now
versus a few
years ago
I-want-to-go-
moments
• 2X increase in
“near me” search
interest in the
past year
I-want-to-do-
moments
• 100M+
hours of “how-
to” content have
been watched on
YouTube so far
this year
I-want-to-buy-
moments
• 82% of
smartphone
users consult
phones while
deciding what to
buy in-store
“MICRO-MOMENTS” TO ENGAGE MOBILE CONSUMERS

11. GROWTH OF THE USER-INITIATED EXPERIENCE:
RETAIL AND BRANDS
11
90%
of shoppers use
their phone
while in-store1
23%
repeat shopping
trips from retail
omnichannel
shoppers2
$1.2T
IoT retail economic
impact per year up
from $410B3
1.5T
market potential
of connected
packaging &
labels by 20264
NFC Forum Next Generation
Retail & Brand Experience Infographic
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12. NFC Intelligent Packaging
Universal
Smartphone
Ownership
Mobile-First Attitude
Mobile
Payments
Readiness
NFC: CONVERGING TRENDS

13. NFC: A NOW TECHNOLOGY
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Source 1: IHS
Source 2: Markets and Markets
Source 3: Strategy Analytics
Source 4: Juniper
NFC Transaction value to reach $20B by 2020
• Payment systems now across ALL major mobile platforms
• Enabling NFC usage beyond payments:
• Transport, IoT, Connected Car, Retail
2.2 billion NFC handset shipments annually, by 20201
• NFC adopted across all handset OEMs, covering all OSs
• 72% by 20203, up from 52% in 20163 and 18%1 in 2013
• Global NFC market to exceed reach 21.84 Billion by 20202

14. WHAT DOES NFC LOOK LIKE TODAY?
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15. Advancing Near Field Communication Technology15
https://www.youtube.com/watch?v=8q9iISSRx7k
NFC Forum: What is NFC? (video)

16. Advancing Near Field Communication Technology16
USERS LEARNING TO TAP VIA PAYMENTS…
Apple Pay Android PaySamsung Pay

17. JR East NFC-enabled Mobile
Suica
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… AND TRANSPORT …

18. Mercedes-Benz & Samsung
NFC Car Key
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… AND EVEN AUTOMOTIVE

19. WHY NFC? IT’S THE UX!
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20. Proprietary & Confidential20
ARE WE LISTENING? SERIOUS MISALIGNMENT!
Translation
Fast
Easy
Fast
Easy

21. IS THIS THE FUTURE OF COMMERCE?
● Pre-order required
● Setup required
● Battery powered
● High-power wireless
tech
● Single fixed point
● Multi-use yet single-
purpose

22. … OR THIS?
●Instant, simple ‘Buy Button’ on every product
●Zero friction setup – no pre-order and no configuration required
●Dynamic – enables adaptable post-purchase promotions,
plus cross-sell & up-sell
●Encourages brand loyalty, can also facilitate channel loyalty

23. HOW DOES NFC COMPARE TO QR CODES?
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NFC QR Codes
SECURITY Secure, resists cloning Graphics can be copied
READABILITY Read with One Tap
Need line of sight,
good camera, good lighting
EASE OF USE Easy! One Tap Need app to read
DESIGN
Limitless!
Invisible and integrated
into Brand Graphics
Unattractive
Must maximize size/contrast
to improve usability

24. USERS PREFER THE NFC EXPERIENCE
Novice users completed an identical
task 31% faster using NFC compared
to a QR code (Strategy Analytics)
After initial use:
• QR code 10-15 sec
• NFC tag 1-2 sec
Users prefer NFC because it is:
1. Fast
2. Convenient
3. User-first

25. NFC IN RETAIL & INTELLIGENT PACKAGING
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26. Advancing Near Field Communication Technology26
Children use their imaginations to
literally and figuratively ‘think outside
the box’. This book illustrates the value
that comes from thinking beyond the
obvious nature of a simple package.

27. Advancing Near Field Communication Technology27
NOT A JERSEY
With an NFC label, it’s
- digital content portal
- loyalty program
- music playlist
- offers platform
- rewards system
- brand engagement tool
- potential authentication mechanism
- window into real-world activity

28. Advancing Near Field Communication Technology28
NOT A NECKLACE
With an NFC medallion, it’s
- a wearable immunization record
- protection against preventable disease
- connecting babies to the healthcare
system
- a lifesafer
Source: Khushi Baby

29. Advancing Near Field Communication Technology29
NOT A… It’s a(n)…
- Delivery confirmation
- Ingredients/allergens index
- Comparison shopping guide
- Personalized offer
- Gateway to social proof
- Connector to support
- Customer feedback mechanism
- Warranty registration portal
- Loyalty program voucher
- Trigger for AR/VR
- E-commerce experience
BOX
BOTTLE
TUBE
HANGTAG

30. NFC CONSUMER JOURNEY & INTELLIGENT PACKAGING
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●Product & category education
●Trusted reviews – expert & social
●Viral discovery (first see a brand outside retail setting)
1 PRE-PURCHASE / DISCOVERY

31. NFC CONSUMER JOURNEY & INTELLIGENT PACKAGING
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●Pre-sale brand messaging / brand story
●Couponing / offers
●Gateway to support (chatbot, brand experts)
●Omnichannel link to e-commerce inventory
●NFC payment at POS
2 IN-STORE

32. NFC CONSUMER JOURNEY & INTELLIGENT PACKAGING
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●Post-sale brand messaging / brand story
●Product registration, support, manuals
●Cloud-based updates: recalls, notices
●Premium e-commerce unboxing
●Follow-up commerce: product, consumables re-order
3 POST-SALE

33. NEW INFOGRAPHIC – ‘RETAIL AND BRAND EXPERIENCE’
● Developed by
NFC Forum’s
industry experts
● See how NFC
connects brands
and consumers in
pre-purchase,
in-store, and
post-purchase
environments
● Free download
now from NFC
Forum website
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https://nfc-forum.org/retail-sig/

34. THANK YOU!
For more information on how to get
involved: http://nfc-forum.org/
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