RJW_Tap is a mobile marketing agency that is dedicated to NFC Marketing. Our main area of expertise is on the delivery of NFC and RFID marketing solutions through mobile devices for brands and agencies. NFC stands for Near Field Communications, which means that a mobile phone can interact with any real world object as long as the phone is NFC enabled.

1. A LOOK AT THE SIZE OF THE SMARTPHONES
AND NFC ENABLED MOBILE DEVICES MARKET.

2. CONTENTS
• The size of the global Smartphone market
• The most popular devices
• Smartphone user demographics
• NFC Device penetration
• Smartphones and retail in-store marketing
• Case studies
• Appendix

3. THE SIZE OF THE KEY
REGION SMARTPHONE
MARKET.

4. Country Smartphone sales
UK 25,386,000
Spain 17,855,000
Canada 9,103,000
Italy 21,067,000
US 97,865,000
France 18,788,000
Germany 21,300,000
Japan 16,902,000

5. Smartphone market share
Japan 16%
Germany 37%
France 40%
US 41%
Italy 43%
Canada 45%
Spain 51%
UK 51.30%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%

6. WHICH PHONES ARE
MOST POPULAR?

7. Gartner Report
IDC Report

8. SMARTPHONE USER
DEMOGRAPHICS.

9. UK Smartphone market by gender
60%
50%
40%
30%
55%
44%
20%
10%
0%
Male Femal
Female

10. UK Smartphone users by age
Age 55+ 18.90%
Age 45-54 16%
Age 35-44 21%
Age 25-34 22%
Age 19-24 14.40%
Age 13-17 7.60%

11. NFC ENABLED DEVICE
PENETRATION.

12. NFC Penetration of Smartphone market
3.50%
10%
30%
50%
75%
NFC Enabled
96.50% Smartphones
90%
70%
50%
25%
2011 2012 2013 2014 2015

13. NFC ENABLED SMARTPHONES
1. HTC One X 16. Nokia 3220 + NFC Shell
2. HTC One XL 17. Nokia 5140(i) + NFC Shell
3. Nexus S 18. Nokia 603
4. Google Nexus S 4G 19. Nokia 700/701
5. Samsung Galaxy S II (not all versions) 21. Nokia C7/ Nokia N9
6. Samsung Galaxy Note (not all versions) 22. Nokia Lumia 610 NFC
7. Galaxy Nexus 23. Samsung S5230 Tocco Lite/Star/Player One/Avila
8. HTC Amaze 4G 24. Samsung SGH-X700 NFC
9. Huawei Sonic T20 25. Samsung Wave 578/ Samsung Wave Y
10. Huawei Sonic (U8650NFC-1) 26. Motorola L7 (SLVR)
11. Sony Xperia S 27. Blackberry Bold 9790
12. Sony Xperia P 28. BlackBerry Bold 9900/9930
13. Sony Xperia SOLA 29. BlackBerry Torch 9810/9860
14. Nokia 6212 Classic 30. Blackberry Curve 9350/9360/937
15. Nokia 6131 NFC

14. SMARTPHONES AND
RETAIL IN-STORE.

15. Tasks performed in-store using Smartphones
30.00%
25.00%
20.00%
15.00%
10.00% Male
Female
5.00%
0.00%

16. Activity taken by scanning a QR code in-store
App download
Charitable info
Event info
Coupon
Product information
0% 10% 20% 30% 40% 50% 60% 70% 80%

17. THE RETAIL OPPORTUNITY
The previous graphs show that there is a desire on the behalf of
your audience to engage with brands in store, using a mobile
device, to share info about a product with their friends, and to
access rewards or view richer content that relates to a product or
service.
We looked at QR code engagement as a benchmark to see what
sort of engagement is achieved in the retail space when rewards
or exclusive content is offered to shoppers, since the mechanic
between a QR code and NFC is similar in principle.
The opportunity for NFC and retail is large, but if there are
concerns about the number of people with NFC enabled devices
then there are other proximity solutions available such as loyalty
cards with RFID readers, which we will look at in the case
studies section, and can be viewed in more detail here:
http://www.rjw-tap.com/events/#header

18. CASE STUDIES FOR NFC AND
PROXIMITY MARKETING.

19. JCDecaux READING TRIAL
Advertisers who participated in the pilot included
Morrisons, H&M, Universal DVD and Universal
Special Projects, Mercedes, TV channel ITV2, energy
drink Lucozade Sport, games maker EA Games and
Unilever's Lynx, Toni & Guy, Magnum and Vaseline
brands.
The results show that more than 3,000 people in
Reading scanned the poster sites during the trial,the
equivalent of one million people if the project had
been run nationally across the UK.

20. RESULTS
Consumers were positive (78%) about the experience, citing ease-of-
use of NFC as key to the trial's success.
The brands that elicited the most positive interactions did so through a
combination of relevance, dynamic content and a strong call-to-action.
There were strong download conversion rates, including an average of 28%
for video content, rising to a high of 49% when the content was new and
previously unseen.
Voucher redemptions were found to attract new customers, with activity
highest where the poster site was in proximity to the store but also in the
area around the university and right across the city.
Voucher redemption rates increased across the four-week period as
consumers became more familiar with the technology and the possible

21. Contactless Payments at Isle of Wight
While adoption rates increase for NFC, there is the possibility of
including contactless payment and entry mechanics at events using
NFC technology, that does not require a mobile device.
More than 10,000 attendees at the Isle of Wight music festival opted to
use a contactless wristband to replace their entry ticket and make
payments.
Prior to the festival, general ticket holders were given the chance to
upgrade their standard entry wristband to one containing a contactless
payments chip that could be used to store prepaid funds. They could
then link their wristband to their debit or credit card account to load
funds onto the account.
This technology can be used for any interaction with a bracelet or
card, including loyalty points, Facebook likes and voucher redemption.

22. Thank you.
For any additional information contact:
Rob Wingrove
M: 07805035493
E: rob@rjw-tap.com
All information in this deck is © RJW_Tap

23. APPENDIX.

24. Data sources
www.nfcworld.com
YouGov
Comscore – 2012 Mobile Future Focus
nfcrumors.com
nfctimes.com
wikipedia
Reuters.com
idc.comhttp://www.idc.com/getdoc.jsp?containerId=prUS23455612
Gartner
http://www.email-marketing-reports.com/wireless-mobile/smartphone-