1. Ad-Venture Media 5/19/09
PROPRIETARY © AD Venture Media, 2009, Rights reserved. 1
USING MOBILE NEAR-FIELD COMMUNICATIONS IN
ADVERTISING MEDIA FOR CONSUMER ACQUISITION,
PROMOTION AND TRANSACTIONS
AVM thinAir
AVM's thinAir is a mobile application, media platform and network that
connects physical media environments, displays and information systems directly
to mobile phones. Consumers simply touch their phones to media to access data
and content. AVM thinAir enables a direct connection between media and
mobile phones for connectivity to marketing, media advertising, retail
transactions, transit and public information systems.
Industry Stakeholders in Mobile Near-Filed Communications
Media Technology
Near-Field Communication (NFC) is similar to “smart card” technology that
connects mobile phones to retail transaction terminals. In 2009, wireless carriers
and handset manufacturers in partnership with credit card issuing banks began
making mobile NFC payments available in parts of Asia and Western Europe.
NFC contactless technology, is embedded in about 80% of the phones sold by
NTT DoCoMo in Japan. Nokia, JP Morgan Chase and Visa announced plans
to launch NFC payments in the US beginning in October 2009.
Retail and manufacturing industries already use near-field communication for
supply chain, inventory management and warehousing. Using radio frequency
identification tags in place of barcodes to streamline operations.
New York fashion retailer Prada began experimenting with radio frequency
identification technology as early as 2002 by tagging clothes hangers that trigger
retail video displays in dressing rooms called “smart closets.” This year, Proctor
and Gamble launched similar “smart shelf” merchandising in Germany, tagging
products that trigger videos. Until recently, there has been no way for consumer
mobile devices to connect directly with advertising media. The new availability
of near-field enabled mobile phones being driven by wireless carriers and credit
card banks, makes “smart media” accessible to consumers. IDTechEx predicts
adoption in North America at 130 million by 2013.

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Manufacturer Advantages
Consumer product manufacturers had adopted radio frequency identification to
replace optical barcodes beginning with Wal-Mart and Tesco mandates as early
as 2000. RFID is now well enmeshed in manufacturing for chain of custody,
supply chain management, shipping and warehousing. Lead by Electronic
Product Code industry association EPC Global, RFID has been standardized
across the trading industry for encoding tags that store embedded data and
protocols for the devices that read and decode data in the field.
The EPC standardization allows AVM thinAir to identify the specifics of
products featured in media advertising and report on consumer response, queries
and preferences. The product EPC code is embedded in the RFID tag physically
attached to advertising media. The EPC code is passed by the mobile handset
from the RFID tag to the thinAir server where specific products placed in media
advertising are identified. As mobile users explore product options on their
mobile phones, the EPC codes associated with each product style or type on the
content management server are recorded to the mobile interaction. Using the
EPC as a tracking method, thinAir associates product preference and consumer
interest with media advertising and mobile subscriber session.
Advertiser Advantages
Until the recent adoption of mobile media channels there had been no direct
interactive link between offline and online media advertising. Mobile messaging
offers a direct and instantaneous interaction between consumers and media
advertising. While mobile is an interactive way to track response to media
advertising, tracking mechanisms for mobile channels, such as carrier short
codes, keywords and subscriber exchange can be cumbersome and expensive.
Using thinAir, each RFID tag is encoded with a unique ID identifying the
individual media tag ID placement. The platform tracks each mobile response to
the exact media insertion and placement. In addition, Ad-ID identifies content
within the advertising across print, display and mobile channels. Subsequent
consumer interactions including retail redemption and transaction are tracked to
the tag ID and Ad-ID. For example, a coupon downloaded from a thinAir tag
will inform the media-tracking database when the coupon is redeemed and
assign the redemption to both the originating media placement and identify the
creative assets within the print and mobile advertising.

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With thinAir, advertisers can finally offer free-to-end-user promotional content.
RFID tags have capacity to store promotional content such as music tracks.
Promotional tracks can be downloaded directly from the RFID tag to the mobile
phone. The tracks are decoded when consumers retrieve the access code by SMS
text or wireless web so each recording distributed is logged.
Retailer Advantages
Retailer to consumer communications, store and product information as well as
seasonal and promotional offers are more engaging and actionable through
mobile channels. Customer loyalty and mobile transactions are available on
mobile phones for quick service restaurants, outfitters and department stores.
Mobile customer loyalty is highly adopted customer convenience that allows for
outbound retailer messaging and engagement.
AVM thinAir integrates advertising media, messaging, placement and
manufacturer product identifiers with mobile customer loyalty and retail point-
of-sale systems. Electronic product codes, coupon codes and customer loyalty
codes along with purchase transactions are tracked to media response from
incentive offers, message and placement in advertising at retail.
In the case that retailers carry products that manufacturers advertise through
Storeboard Media at retailer locations, a thinAir tag in the StoreBoard,®
transfers
the advertising and promotion to the customer’s mobile phone. With a near-
field enabled mobile phone, the customer simply touches their phone to the
StoreBoard®
to accept the offer. Customers can immediately redeem the
advertised offer at the retail register point-of-sale using the transaction terminal’s
near-field reader.
How thinAir Works
A discrete wireless remote storage device, a radio frequency identification
(RFID) tag, is encoded with standardized data and distributed through media or
attached to objects. RFID tags can be as thin a paper or as small as glitter,
embedded in labels, cards, posters and displays. Mobile devices with NFC
readers recognize RFID tags at 13.56 MHz wherever they're available. The tag
alerts the mobile phone, the phone decodes the message using the phone’s
software. Instructions on the thinAir tag direct the mobile phone to display the
message and/or access the thinAir network via a local or carrier network.

4. Ad-Venture Media 5/19/09
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AVM's thinAir platform encodes RFID tags with a proprietary portable data
integration format, employing NFC proximity and vicinity protocols with GSM,
EPC, Ad-ID and ISO 14443a/b compliant industry standards for compatibility
with MiFare and FeliCa.
Applications
Mobile Advertising and Promotion
We embed thinAir radio-frequency tags in media such as print magazine inserts,
out-of-home posters and kiosks, merchandise displays and hang tags. Using the
mobile device’s NFC reader, thinAir makes advertising instantly mobile,
portable and interactive. Mobile subscribers “opt-in” by holding their phone to
an ad and clicking “yes.” Consumers transfer media content, images music,
video, coupons applications and games simply by touching the phone to the
advertising media. Advertisers can track the NFC media responses that occur via
a local network or over-the-air (OTA) using carrier wireless protocols.

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Mobile Geo-targeting
AVM thinAir provides a location-based alternative to GPS tracking for Geo-
targeting. AVM thinAir connects location specific media channels with mobile
channels SMS (text), MMS (multimedia), WAP (wireless application protocol),
OTA (over-the-air), and tracks interactive engagement at the point of
recognition to deliver environmentally and contextually relevant content.
Mobile Transactions
The GSMA has introduced industry standard protocols for mobile retail
transactions, MiFare and FeliCa. These standards allow mobile phones to
communicate with credit card terminals at the point-of-sale. Alternately, there
are now several mobile payment platforms available for subscribers when making
mobile purchases. AVM thinAir manages mobile coupons, stored value, retail
loyalty for redemption and transaction for both at point-of-sale and over-the-air
(OTA), mobile commerce.
Mobile Way-finding
Traffic drives interest, attendance and retail purchases. AVM thinAir connects
information kiosks, maps, tickets and signs to mobile interactive way-finding,
schedules, routes, landmarks, venues and local points of interest.
ABOUT AD-VENTURE MEDIA
AVM is a leading pioneer in the ideation and creation of interactive
environments through mobile near-field communications (NFC) networked
devices and wireless technology. We connect information to things, things to
mobile devices and mobile people to a richer experience of things. We hope to
make the physical world just a little bit more engaging.
We provide consultation, business analysis, strategic planning and deployment
for mobile and NFC network adoption and system integration. Our process
includes system planning, design architecture, documentation specifications,
platform implementation, network infrastructure and media distribution.
To learn more about thinAir and NFC networks visit AdVentureMedia.com