1. Near Field Communications Payments Market Report, 2012-13
What will trigger consumer adoption?
M for Mobile surveyed 430+ industry executives on what they thought would drive mass
adoption.
There is a distinct lack of consensus with an array of drivers being highlighted as ‘very
important’. The inclusion of NFC technology in the iPhone 5 and use by retailers are seen
by a significant number of industry executives as the most important.
A pattern has emerged from these results suggesting that adoption by handsets and loca-
tions used regularly – such as convenience stores and retailers – will be very important
drivers for mass adoption. Much has been made of the impact of the Olympic Games and
Google refining their mobile wallet, this, according to this snapshot of the industry will not
be the key drivers for mass adoption.
Q: How important would the following be in driving mass adoption?
Not Slightly Important Very
important important important
Improved battery life for NFC enabled handsets
19.7% 31.3% 32.9% 16.0%
Improved functionality for Google Wallet
23.7% 37.0% 30.0% 9.4%
London Olympic games success story
20.4% 37.3% 30.8% 11.6%
Use by National train companies
5.3% 17.7% 44.1% 32.9%
Use by Airline companies
13.7% 34.8% 36.4% 15.1%
Use by food retailers
1.8% 13.6% 42.5% 42.0%
Peer to peer payments
10.4% 32.8% 36.5% 20.3%
Use in parking meters
3.0% 22.0% 45.1% 29.9%
Use by clothing/electronic stores
9.0% 32.0% 43.6% 15.3%
Use by convenience stores/gas stations
2.3% 16.0% 49.2% 32.5%
NFC being available in the iPhone 5
3.0% 19.4% 32.9% 44.7%
NFC being available in HTC's handsets
6.7% 30.8% 37.5% 25.0%
Thank you for your interest in the Near Field Communication payments market. M for
Mobile hopes you found the information extracted from the Near Field Communication
Payments Market Report 2012 interesting, but this is only the beginning of the discussions
around NFC globally.
Please get in touch if there is more information, data, interviews with executives or
networking opportunities that you need.
For more information on the report please visit
www.mformobile.com/nfcpaymentsreport or contact
Naomi Hands at naomi@mformobile.com
Join the conversation!
pfrench@fcbusinessintelligence.com uk.linkedin.com/in/piersfrench @piersfrench
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