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Presentation for ContactLess Conference in Shanghai on 12 & 13 on March 2010
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Lionel BrahamiCEO, Famoco Ltd.
How to make NFC boringto make it interesting?
Introduction
Lionel Brahami• 14 years in mobile & contactless
• Contactless (Gemalto)– 5 years in France. – 5 years in China.
• Video Games (Europe + US Startup)
• Founder of Famoco in 2006
Famoco• What we do
– Platform for development & deployment of NFC Services
• Clients & References– Nokia (Xiamen, China)– China Mobile (CMRI) – Gemalto & FET (Taiwan)
The Promises & The Problemsof NFC
Promises of NFCCredit card, loyalty card, train ticket, movie theater ticket, discount voucher, gift voucher, parking access, access control, tag reading, pay bill, person to person money transfer, exchange business card, exchange contact information, exchange picture, localized yourself, make people find you, local store info card with rfid tag …
Why Switching to NFC Services?
• Contactless card is enough for transport
• Contactless card is enough for banking
• Loyalty cards already associated with CC
Switching is painful
• New mobile, new SIM
• Register
• New HABIT
Switching is painful
• New mobile, new SIM
• Register
• New HABIT
+ It’s not fun
Some Advantages• Online money charge
• Ticketless / cardless services
• Cheaper ?
• Check information on Handset’s screen
QUESTION• (Assuming business models are sorted)
• HOW TO MOTIVATE USERS TO SWITCH?
My Belief
Connected life style will be key driver for NFC take off.
Magic vs. Boring
NFC is Fantastic!
• Too great for its own good?
Magic?
Arthur C. ClarkeEnglish Writer of science fiction
“Any sufficiently advanced technology is indistinguishable from magic”
Magic is for Magicians!
Boring?
“When a technology becomes boring, that's when the social effects become interesting.”
Clay Shirky, Professor, NYUAuthor, “Here Comes Everybody”
On Social and economic effects of Internet technologies
In Other Words: Make it Boring!
• Making it used everyday, many times, for many simple things.
• Social aspects enhance the value and spread of technologies.
Where to Learn?
• 3G
• Social Media
What Can We Learn From 3G?
The Case of 3G• Promises
– Video phone– Video downloads
– TV
The Case of 3G• Promises
– Video phone– Video downloads
– TV
• Reality– Video phone little used– Video download– TV is broadcasted
Successful 3G Services• From Japan (>95% 3G!)
– Mobile Flash games (browser-based)– Mobile Social Networks
– Mobile Commerce– Mobile Auctions– Mobile Music Downloads
• Results– TWO mobile SNS worth > 2 billion USD
(GREE and Mobile Game Town)
Elements of success
• Many small accesses
• Quick response• Social
• Combination of network + unlimited data
Common Point?
• Many small accesses
• Quick response• Social
• Combination of network + unlimited data
SOMETHING TO LEARN FOR NFC!
Social Media
BumpData Transfer Made Social
Start the App …
Bump …
Bump …
Then share !
Video
Tech bla-bla
• Backup server
• Motion sensor
• Analysis of waveform
• Synchronicity
FourSquareGPS & Location Made Fun!
• Check locations
• Find friends
• Game
Check-in to places
• GPS localization
Share with Friends
• Leave a note attach to a Place
Play Games
• Earn point, become “mayor” of place
• Intercat with your network of friends
Tap Tap Revenge
Video
Most popular game on iPhone
• Used by Apple for iPhone and App Store promotion
• Use Touch Screen as a core
• Play with Friends with Bluetooth
What On Earth Is He Talking About ?
Bring It Into Your App!
• How to enhance the spreading of a Banking or Transport NFC app?
• This is EQUAL to
“how to make people switch to NFC”
Bring It Into Your App!
• How to enhance the spreading of a Banking or Transport NFC app?
• This is EQUAL to
“how to make people switch to NFC”
By integrating social, gaming, lifestyle features and more into your service.
Making NFC…
• Boring as a technology
• Fun to use
• Cool, to make it spread
JUST DO IT.
Ubiquitous Environment
2. Reading RFID tags
4. Small, fun and easy services
6. …and INTO serious ones
Ubiquitous Environment
2. Reading RFID tags
4. Small, fun and easy services
6. …and INTO serious ones
Target: Achieve User Education and increase Perceived Value with entertainment & social features.
Bump, Check-in, Tap and More!
• Tag & Publish– Check-in, tag-to-post, tag-to-tweet, link to social
media
• Tag & Exchange– Bump, Tag-to-Print, Tag & Play
• Tag & Connect– URL jump, Tag-to-call, etc.
• Tag & Download– Game, e-coupon, e-ticket, e-book…
Making it Work• Many options
• Japan– Felica platform
• Rest of the world?– Various solutions
Making it Work• Many options
• Japan– Felica platform
• Rest of the world?– Various solutions– Famoco solution!
Shameless Commercial Plug
NFCme
• Development and deployment platform for NFC Services.
• Unleash NFC market creativity– Open NFC to new kind of social, fun and
interactive services.
• Motto: Delivering NFC Happiness
Objectives
• Develop new NFC Service in RAD mode– Rapid App Development.
• Deploy service in MAAS mode– Mobile App As Service
• No Service porting effort.– Same service run everywhere
Benefits• Easy service delivery
• As easy as updating a web page.
• Avoid service fragmentation.• Same service run on every platform.
• Delivery Smart UI, make user involve• Viral marketing campaigns.
• Keep UI Consistency
Features• Easy services development:
– Java & XML.
• Complete development life cycle:– Develop, test, simulate & deploy in the same
environment.– Mobile & Server simulator.
• Run on various development platform – Android, WM, Nokia, …
Uplifting Conclusions
Stop the Tech Talk
• Think fun
• Think interactive
• Think social
Stop the Tech Talk
• Think fun
• Think interactive
• Think social
We have everything to make it works
Thank you!
• Web– [email protected]– www.famoco.com
• Call me!– +86 139 1005 0895
– (I’m here tomorrow too!)
• This ppt on :
Delivering Contactless Happiness