The Near Future of Near Field Communication
NFC has been around for years. The trouble is, for it to be implemented the way people hope it will be there has to be a fundamental change in the way we do things. Now, while people have proven to be pretty darn flexible, able to change the way they do things on a moment’s notice (anybody still listening to their portable CD player? Anyone?) this type of change requires a pretty sizable investment in infrastructure. Usually, in order to get companies to change you have to prove through marketing that the system they currently use is somehow broken. What makes NFC unique is that the marketing world is trying to show these companies that they need to change because, though their system is fine and would continue to work without much issue for the next few decades, they could be making a lot more money if they changed to this new way of doing things, or, at the very least, they would make things a lot easier for their consumers.
One of the types of companies that need to be persuaded (for their own good) is the credit card company. This is because in the future, people will be able to pay via NFC using their smartphones. They will just wave their phones in front of a device and their credit cards will be charged the appropriate amount. Of course, at the moment credit cards are working just fine for this purpose and so it is difficult to convince credit card companies to change their entire business models, but the integration of loyalty programs and other promotional campaigns, it should not be difficult to convince them eventually.
If we thought getting credit card companies to change their tune was difficult, it may cross our minds that getting municipalities to change them is impossible. This is exactly what many will do in the near future to make way for NFC, especially in the field of public transportation. A swipe of the phone and your bus or taxi fare is bought and paid for.
The purpose of this entire site is really to elaborate upon what the future is for NFC and what we in the marketing field (and people outside it) need to be on the lookout for. If we know what to look for in the future, we might know how to make a little money off it, or at least we might know how to use it so we don’t look like idiots in front of our nieces. Hypothetically.