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Mobile Proximity Services Is a Comprehensive Report Analysing the Evolution of NFC Applications for Mobile Devices
DUBLIN, Ireland --(Business Wire)-- Research and Markets (http://www.researchandmarkets.com/reports/c92442) has announced the addition of new Berg Insight report "Mobile Proximity Services" to their offering.
What new mobile services are enabled by NFC? As the mobile phone is ready for the next step to become our personal terminal for connecting to and communicating intuitively with an evermore electronic and intelligent environment, new business opportunities are created for mobile operators who are able to grab the initiative. Learn more in this report in Berg Insight's VAS Research Series.
This strategic research report provides you with 120 pages of unique business intelligence and expert commentary on which to base your business decisions.
This report will help you understand the dynamics of:
-- NFC technology and its applications in the mobile environment.
-- Contact-less payment solutions transforming the handset into an electronic wallet.
-- Ticketing solutions enabling transport operators and event organisers to distribute digital tickets.
-- Mobile coupon solutions creating new opportunities for retailers in mobile marketing.
-- The ecosystem required for the creation of a flexible infrastructure for mobile proximity services.
-- Potential business roles for operators and other mobile industry players.
This report answers the following questions:
-- How can mobile proximity services revolutionize the use of handsets?
-- What is the current status for contact-less technology in Europe, North America and Asia-Pacific?
-- Why is contact-less technology being adopted by credit card companies and transport operators?
-- What applications offer the best potential for NFC and similar technologies in mobile devices?
-- Who are the players that will benefit most from the rollout of NFC infrastructure?
-- Why should mobile operators get more actively involved in the proximity service value chain?
-- What lessons can be learned from the successful rollout of FeliCa in Japan?
-- Which are the main strategic considerations that must be taken in preparation for the launch of mobile proximity service platforms?
Chapter Outline:
Executive summary
1 Introduction
2 Proximity technologies
3 Payment applications
4 Ticketing and coupon applications
5 Case study: Japan
6 Conclusions and strategic advice
Glossary
Index
List of Figures
After having evolved from being a rather generic voice communication device to a personal and portable multimedia and data unit, the mobile phone is now ready for the next step: to become our personal terminal for connecting to and communicating intuitively with an evermore electronic and intelligent environment. Thanks to contact-less technology, this can be done by just holding the phone near the object.
The industry is scrambling to develop the business models and applications, but to tens of millions of users in Asia, proximity services are already part of their everyday habits:
The phone replaces cards, cash and checks, and payment becomes as easy as simply waiving the phone in front of the reader at the cashier's.
Pass the phone over the reader at the gate to take the train or check in to the flight.
A mobile phone is used to retrieve content or information from an intelligent object, such as an advertising poster that gives the address to a site with a promotional offer, tags on produce that give product information and propose recipes, or practical information supplied to visitors at the entrance to a governmental building or a tourist site.
The handset's unique identity is used as a key to gain access to buildings, data and events, for workflow management as well as purchases from the canteen or vending machines in the work place.
Two electronic devices communicate and exchange information directly over a proximity connection for example to exchange business cards between mobile phones or send pictures and documents to a printer.
Coupons and loyalty programs connected with mobile ticketing and payments and combined with the handset's capacity to know its location, results in powerful tools for whole new levels of targeting and personalization in marketing.
Payments and ticketing are the applications that offer the most immediate and tangible value proposition to both service providers and users, so they are well-suited for introducing local services. There are already twice as many mobile phones available in the world as credit cards, and basically every metropolitan area has a potential user base for ticketing applications of millions of commuters to whom every opportunity to shave time off the daily transfers are welcome. Once established, the local services eco system can grow organically to related service areas and locations.
There are many parties interested in promoting these solutions. To hardware manufacturers and software developers they represent new market needs. For service providers and financial institutions a shift to proximity technology often means reduced administrative costs, new marketing opportunities and the possibility to increase security.
The business case for mobile operators is not as evident, but Berg Insight believes that any service provider with mass market ambitions will need to eventually cooperate with the network owners, and the operators themselves cannot afford to stay outside such an important new business area involving the mobile phone. There are several forms this cooperation can take.
In addition to the challenge of creating applications and business models straddling several industries, there are a number of technical issues to consider, including where the userunique application information should be stored, and how the installation and activation processes should be designed. One of the most crucial issues concerns security: both the users, service providers and regulators need to feel confident when trusting the mobile phone to morph into payment instrument, ticket, key and identification card. There are several important choices and decisions to take before this can materialise on a global scale.
For more information visit http://www.researchandmarkets.com/reports/c92442
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