In a statement that truly confirms the global reach of NFC as a powerful technology for location-based mobile interaction, three organizations leading its development as a mainstream mobile marketing tool across the globe have joined forces to form the “NFC World Alliance”.
The collaboration, composed of Tapit (Asia-Pacific region), Blue Bite (America’s region) and Proxama (EMEA region) has been formed to create an efficient and trusted network of NFC specialists helping brands across the world to better connect with their target audiences. The three companies have already completed numerous successful marketing campaigns demonstrating the effectiveness of NFC for major global clients in their respective markets, and plan to bring their deployment experience, technological expertise and strategic partnerships to both consumers and brands worldwide.
Using NFC as the primary enabler, the Alliance has a vision to revolutionize the way people use their mobile phones by simplifying the delivery of content and enhancing the interaction with the physical world around them. While past campaigns have focused on the exchange of information, special offers and content between the brands and consumers, future uses will include more integration with social media and the ability to make purchases at virtually any Out-Of-Home media asset.
“There are many benefits of the alliance such as rapid information sharing between the three members in relation to advances in NFC technology and the application of it globally when connecting brands to their customers” states Jamie Conyngham CEO of Tapit. Tapit recently raised a round of financing, closing the deal in an impressive 22 calendar days, further validating the company’s vision and unique approach.
Blue Bite has also seen great success with the mTAG™ platform it launched earlier this year, and has already completed campaigns for big names such as Hotels.com, TNT and The New York Times. Mikhail Damiani, CEO and Co-Founder of Blue Bite says, “We are excited to be a part of this alliance as it will give us the ability to both improve the current NFC experience for our audience in the U.S., as well as expand the success of our campaigns for clients across the EMEA and Asia-Pacific regions.”
Earlier this year, Proxama deployed the first NFC campaign of its kind in the U.K. for the new X-Men movie working with out-of-home media specialists Posterscope and JCDecaux. It has subsequently built upon that success with its recent US advertising campaign for the launch of the latest season of VH-1’s Basketball Wives TV programme. Miles Quitmann, Managing Director of Proxama, says “NFC is an excellent example of disruptive technology that delivers measurable benefits to both consumers and the brands employing it. For many years now Proxama has been at the forefront of building and deploying NFC mobile wallet payment and marketing solutions in Europe, so we are really excited to be joining forces with our partners in the US and Asia-Pacific to extend the global reach of NFC.”