Digital proximity challenge is to facilitate customers interactions between virtual and physical worlds. Several technologies are available, the ppt describe how NFC would work to simplify the Customer journey and how brands/retailers should build their digital proximity experience for better serving. As such, NFC workds... not alone !

1. Tipping point between
virtual and physical worlds,
NFC works
Leverage digital proximity ecosystems
François Lecomte-Vagniez
LOBARY
 +33 6 81 49 44 94
 flecomte@lobary.com
www. lobary.com
@lobary
September 25th, 2013
© Lobary 2013

2. 2© Lobary 2013. Tipping points between virtual and physical worlds, NFC works.
Smartphone’s customer centric relations
Deliver
the promise
Leverage
social impacts
Catch the
winning instant
Get attention

3. 3© Lobary 2013. Tipping points between virtual and physical worlds, NFC works.
Smartphone’s ecosystems challenges
Cross-Channel
Check-in
Big Data
Crowdsourcing
Cloud
m-Wallet
Browser

4. 4© Lobary 2013. Tipping points between virtual and physical worlds, NFC works.
Omni-channel means « Constant Service »
ShoppingeCommerce

5. 5© Lobary 2013. Tipping points between virtual and physical worlds, NFC works.
Brand/Merchant/SP coexistence on device
• Deliver instant value
– Anytime
– Anywhere
– Any device
• Perform transactions
– Remotely or physically around
– Quickly and positively
– In confidence
• Simplify shares
– Local social communities
– Customer’s feebacks
– Device appearing
Provide « seamless » interactions
initiated by the user itself !

6. 6© Lobary 2013. Tipping points between virtual and physical worlds, NFC works.
Some technologies for mobile interactions
Interaction Geoloc (LBS) Bluetooth QR Code NFC
Information
On demand
(Tag read)
Yes
Apps based
Yes
Apps based
Yes
Reader required
Yes
Native gesture
Secured
Transactions
(Card emul.)
No Not standardized Yes
Private
transactions,
loyalty and
ticketing
Yes
Private and EMV
transactions,
loyalty, tickets,
access…
Appearing
(peer-2-peer)
No Yes
with configuration
No
Impossible
Yes
Native gesture
Availability
on smartphones
Almost all Almost all
On version 2 or 3
Almost all Most Android
Limits ‐ Apps based
‐ Intrusive
‐ Intrusive
‐ Unsecured ?
‐ iBeacon only ?
‐ Proprietary
Ecosystems
- Customer
awareness
- Not Apple…

7. 7© Lobary 2013. Tipping points between virtual and physical worlds, NFC works.
NFC & QR mixed for seamless experiences
• Customer awareness
– How does it work ?
– Can I trust this ?
• Marketing messages
– Where is the interaction point ?
– Why would I do this ?
• Solution’s ergonomy
– Is this page easy to use ?
– Can I easily enter data requested ?
– Where do I store my advantages ? Could I pay safely ?
• In-Shop transaction
– Where are my advantages valid ?
– How do I use my coupons / prepaid vouchers at POS ?
– How can I share this experience with my friends ?

8. 8© Lobary 2013. Tipping points between virtual and physical worlds, NFC works.
EMV
Scheme Online/Offline
transaction
Online
transaction
Online
platform
NFC & QR in synergies for mobile payment
AcquiringIssuingWALLETS m-POS

9. 9© Lobary 2013. Tipping points between virtual and physical worlds, NFC works.
5 areas to leverage digital proximity experience
1. in-Shop interactions
– Product/Service information
– Application loading
– WiFi connection
2. Local campaign
– OOH marketing campaign
– Drive-2-Store
– Gaming / instant wins
3. Dematerialized advantages
– Paper coupons to digital
– Prepaid vouchers
– EMV contactless compliance
4. Ecosystems at work
– Digital cities
– Bank mobile wallets
– MNO’s solutions
– Others… Passbook, GW, etc.
5. Social relations leveraged
– Social Check-in
– Facebook Like
– Customer instant feedback

10. 10© Lobary 2013. Tipping points between virtual and physical worlds, NFC works.
NFC works… non exclusively !
• Instant value delivery + omni-channel relation are the goals
– “More choice, here and now.”
– “Best deals, my way.”
– “Easy transaction, all channels and in confidence.”
– “Social impacts, in continuous.”
• The end-user decides for preferred interactions…
– Convenience, ease for use, confidence, familiar, local ecosystems friendly…
 Pull mode = NFC / QR Code - or LBS within Apps
 Push mode = Alerts, SMS – eg. Bluetooth (Apple iBeacon).
– NFC to be enabled in almost 80% smartphones (Android, Microsoft)…
• NFC is a strong enabler for seamless successful experiences
– Why not trying ?

11. Thank you
François Lecomte-Vagniez
LOBARY SARL
 +33.6.81.49.44.94
 flecomte@lobary.com
www. lobary.com
@lobary

12. 12© Lobary 2013. Tipping points between virtual and physical worlds, NFC works.
• Lobary value proposal
 Improving customer’s mobile experience : infos/promotions, in-shop,
coupons/payments, gaming, social check-in...
Leveraging digital proximity ecosystems for your business.
• Digital Proximity value delivered smartly
1. Tune your vision
Prospective, market opportunities, use-cases.
2. Set-up your strategy to go
Go-to-Market, business case, turn-key solutions, ROI’s.
3. Run into ecosystems
Quick-wins, local opportunities, partnership work.
Leverage digital proximity ecosystems