By Famoco @ Mobile Monday Beijing

1. How to make NFC boring
to make it interesting?
Lionel Brahami, CEO | Famoco Ltd.
Mobile Monday | April 2010, Beijing

2. Introduction

3. Lionel Brahami
• 14 years in mobile & contactless
• Contactless (Gemalto)
– 5 years in France
– 5 years in China
• Video Games (Europe + US Startup)
• Founded Famoco in 2006

4. Famoco
• What we do
– NFCme: Platform for development &
deployment of NFC Services
– “Delivering NFC Happiness”
• Clients & References
– Nokia (Xiamen, China)
– China Mobile & CMRI
– Gemalto
– Gemalto & FET (Taiwan)

5. The Promises & The Problems
of NFC

6. Promises of NFC
Credit card, loyalty
card, transport, movie
e-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, product info rfid tag,
open your door, …

7. Why Switching to NFC Services?
• Contactless card is enough for transport
• Contactless card is enough for banking
• Loyalty cards already associated with CC

8. Why Switching to NFC Services?
• Contactless card is enough for transport
• Contactless card is enough for banking
• Loyalty cards already associated with CC
+ no Incentive

9. Switching is painful
• New mobile, new SIM
• Register
• New HABIT

10. Switching is painful
• New mobile, new SIM
• Register
• New HABIT
+ It’s not fun

11. Some Advantages
• Online money charge
• Ticketless / cardless services
• Cheaper ?
• Check information on Handset’s screen

12. QUESTION
HOW TO MOTIVATE USERS TO SWITCH?
(Assuming business models are sorted out)

13. My Belief

14. Connected life style will be
key driver for NFC take off.

15. Magic vs. Boring

16. NFC is Fantastic!
Too great for its own good?

17. Magic?
“Any sufficiently
advanced technology
is indistinguishable
from magic”
Arthur C. Clarke
English Writer of Science Fiction

18. Magic is for Magicians!

19. Boring?
“When a technology
becomes boring, that's
when the social effects
become interesting.”
Clay Shirky, Professor, NYU
Author, “Here Comes Everybody”
On Social and economic effects
of Internet technologies

20. Turn it on

21. 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.

22. 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”

23. 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.

24. Making NFC…
• Boring as a technology
• Fun to use
• Cool, to make it spread

25. How ?

26. Ubiquitous Environment
1. Use Tag reading feature & RFID tags
2. Small, fun and easy services
3. … and INTO serious ones

27. Ubiquitous Environment
1. Use Tag reading feature & RFID tags
2. Small, fun and easy services
3. …and INTO serious ones
Achieve User Education and
increase Perceived Value with
entertainment & social features.

28. Tag & More!
• Tag & Publish
– Check-in, tag-to-post, tag-to-tweet, link to social
media
• Tag & Exchange
– Tag & p2p, Tag-to-Print, Tag & Play
• Tag & Connect
– URL jump, Tag-to-call, etc.
• Tag & Download
– Game, e-coupon, e-ticket, e-book…

29. It’s already here

30. Facebook Presence

31. Facebook Presence

32. iPhone & NFC

33. Making it Work
• Many options
• Japan
– Felica platform
• Rest of the world?
– Various solutions

34. Making it Work
• Many options
• Japan
– Felica platform
• Rest of the world?
– Various solutions
– Famoco solution!

35. (Shameless Commercial Plug)

36. NFCme
• Development and deployment
platform for NFC Services.
E – Transport
• Unleash NFC market creativity
– Open NFC to new kinds of social,
fun and interactive services.
Options Select Close
“Delivering NFC Happiness”

37. Benefits
• Easy service delivery
• As easy as updating a web page.
E – Transport
• Avoid service fragmentation. Monthly
• Same service run on every platform. Travelcard
• Keep UI Consistency. Expire : 30/03/2010
Price : $12
• All services group into a wallet.
Next station :
Mong KoK
• Widgets & Smart UI
• Viral marketing campaign Close

38. SDK & Features

39. SDK & 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, …

40. Uplifting Conclusions

41. Stop the Tech Talk
• Think fun
• Think interactive
• Think social

42. Stop the Tech Talk
• Think fun
• Think interactive
• Think social
We have everything to make it work!

43. Contacts
• Contact me!
– Lionel@famoco.com
– +86 139 1005 0895
• Get this presentation delivering NFC happiness
– www.famoco.com
– www.slideshare.net/famoco

44. Contacts
• Contact me!
– Lionel@famoco.com
– +86 139 1005 0895
• Get this presentation delivering NFC happiness
– www.famoco.com
– www.slideshare.net/famoco
Looking for interesting partners 

45. Thank you !