NFC White Papers


Written on Monday, May 23, 2011 by Giorgos Saslis

There's still relatively few white papers freely available about NFC as a technology and the prospects it offers us, as developers, marketers or consumers. 

I've tried to put together a list of the most useful resources I've come across so far, in my search for these.

Please let me know if you have other white papers you're aware of that I can add below: 

NFC Forum White Papers

The extensively illustrated paper offers an easy guide to understanding what an NFC Smart Poster is, what is required to develop NFC Smart Posters, and how to avoid common obstacles when creating them. Through numerous use cases, the paper highlights ways in which NFC Smart Posters are already in use around the world, benefiting industry and consumers alike.
This white paper describes significant potential benefits for both travelers and transport operators. It provides an introduction to the potential uses, advantages, and setup of NFC technology in public transport programs. The paper covers a broad range of transport options, ranging from trains, buses, and subways to taxis, ferries, automobiles, and bicycle rentals. It also includes a variety of descriptive use cases and best practice examples of implementations.
In this white paper, the NFC Forum analyzes how to expand the existing contactless card ecosystem to enable NFC mobile services, identifies new functionalities in this ecosystem, and discusses additional functionalities.

This white paper highlights the capabilities of Near Field Communication (NFC) technology and its potential to transform our everyday lives. It reveals how NFC will transform standalone wireless networking resources into truly interoperable communications media for accessing public transportation and facilities, making retail payments, transferring data, discovering new information, and more. 
Other NFC White Papers:

The white paper – called ‘The Benefits of Mobile NFC for Air Travel’ – highlights how NFC can benefit passengers in six different areas:passenger check-in;baggage check-in;security check-points;lounge access;boarding;and post-flight. As outlined in the white paper,“This document identifies the benefits that Universal Integrated Circuit Card (UICC,also known as the “SIM card”)-based,mobile Near Field Communications (NFC) services can bring to the airline industry,airport authorities and the air-traveller.”
“Our NFC Business Models research report sets out the latest thinking from around the world on what successful NFC services will look like, the building blocks that will need to be put in place in order to drive adoption of NFC services, the roles and responsibilities of each of the numerous players in the value chain and the business strategies that are most likely to succeed,” Sarah explains. 
The NFC Business Models white paper is based on the executive summary and key findings from the full research report. It introduces a number of concepts that are fundamental to understanding how the NFC market will evolve and includes details of ten of the most important findings from the research report.
The white paper can be downloaded free of charge from the SJB Research website at
Finally you may also look at these categories: 

Manchester City Augmented Reality & 3D Membership Scheme


Written on Friday, May 20, 2011 by Giorgos Saslis

The Premier League (UK's top soccer division for you US folks) is certainly no stranger to mobile marketing, as they are constantly implementing mobile marketing campaigns (including bluetooth).

The latest news that comes from there is the news that Manchester City is going to be rolling out augmented reality apps as part of next year's membership scheme. Here's more from the article:
The club has invested heavily in digital technology and will now be able to offer fans tiered membership of Gold, Platinum and Superbia. Superbia is an invite-only membership level which will only be available to fans with “the highest loyalty points, rather than the  deepest pockets.”

However, it’s the membership card itself wherein the technology lies. Fans will be able to use it to watch 3D content with augmented reality, which is a football industry first. Each card contains a QR code, an augmented reality marker and an internal RFID (radio frequency identification) chip. So all supporters have to do is point their phone or web cam at it to reveal more.

“We have listened to our fans and delivered what they asked for.  We are retaining the loyalty scheme and preserving points accumulated to date by our fans but are also adding more rewards.  Membership also takes the club digital, using the best in class systems to deliver a cutting edge experience for all fans,” explained chief brand & commercial officer for Manchester City, Ian Cafferky.

“Now you can build the membership that suits you and enjoy exclusive rewards on our new auction site such as flying on the plane with the team to a game. It is a great platform to bring all our fans closer to the club and create a new level of convenience and entertainment.”

One lucky member will also receive a Willy Wonka-style golden ticket, although Manchester City wouldn’t reveal what that means - we're assuming it's not the key to Eastlands, more likely a great Blue elevator.



Written on Thursday, May 19, 2011 by Giorgos Saslis

Sybase Executives, Partners, Industry Influencers Examine Best Practices as Companies Set Out to Capitalize on the Fourth Screen

NEW YORK, NY – May 18, 2011 – Sybase 365, a subsidiary of Sybase, Inc. the global leader in mobile messaging and mobile commerce services, today unveiled the inaugural edition of its annual Sybase®  mCommerce Guide 2011. A compilation of articles by Sybase executives, partners, and industry analysts, the guide examines the transformation of commerce via the fourth screen – the mobile device. The comprehensive guide explores global market opportunities for financial institutions, enterprise and mobile operators through the viewpoints of those who are deeply involved in successful executions of various mCommerce strategies that are transforming lives both in developed and emerging economies.

Contributions from key industry thought leaders and innovators include Telekom Austria Group, MEF, Western Union, IBM, Javelin Research, Celent Banking Group, FirstCaribbean International Bank, Commercial Bank of Qatar, Informa Telecoms & Media, Juniper Research, and the Mobile Marketing Association

In his introduction to the Sybase mCommerce Guide 2011, Sybase chairman and CEO and John Chen writes: “Remember when a mobile phone did only one thing—allow you to talk to someone? Now these personal mobile devices are the force behind an intriguing mix of mCommerce services causing social and financial changes worldwide.”

Sybase 365 is in a unique position to deliver an industry guide given its strong relationships with financial institutions, mobile operators and enterprises. “The strategies behind mCommerce executions vary from region to region and are driven by local social and economic realities,” said Marty Beard, president, Sybase 365.  “The goal of this guide is to be a vehicle for today’s most innovative minds to share practical information and paradigm-shifting examples with the global market.”

Leading with a holistic look at the current mCommerce landscape, the first section of the guide provides the readers with a picture of the opportunities and challenges for mCommerce in various parts of the world, including Africa, Nepal and the Americas. Delving into opportunities for financial institutions, the second section looks at growth potential for firms that want to implement an mCommerce strategy today.

Mobile operators play a key role in driving mCommerce adoption around the world, so the third section of the guide is a compilation of success stories from operators in developed and developing regions such as Austria, Germany, Afghanistan and Kenya. Finally, the last section is dedicated to the profitability of mCommerce for enterprises, with highlights of successful mCommerce strategies.

Download a copy of the Sybase Mobile Commerce Guide, and watch Sybase 365 President Marty Beard, introduce the Guide at For additional insight on Sybase’s view of the Mobile Commerce landscape, visit our blogs:

About Sybase 365
Sybase 365, a subsidiary of Sybase, Inc. (an SAP company; NYSE: SAP), is the global leader in enabling mobile information services for mobile operators, financial institutions and enterprises. We provide our customers with the widest offering in SMS, MMS, GRX, IPX interoperability, end-to-end mobile commerce solutions, innovative mCRM, mobile marketing and content delivery services. Sybase 365 processes more than 1.5 billion messages per day, reaching 900 operators and 4.5 billion subscribers around the world. For more information, visit: Read our blogs: Follow us on Twitter at @Sybase.

Sybase and Sybase 365 are trademarks or registered trademarks of Sybase, Inc. All other company and product names mentioned may be trademarks of the respective companies with which they are associated. ® indicates registration in the United States.

Oracle: Is NFC too slow for payments and coupons?


Written on Wednesday, May 11, 2011 by Giorgos Saslis

For anyone following NFC, this is a must-read. David Dorf, from Oracle, discusses some first results from a proof-of-concept project, where they used NFC to test various application scenarios, such as loyalty, coupons and payment:
A key value proposition of NFC-enabled phones for consumers is speed. No need to search your wallet or purse for the right card; just wave that ubiquitous phone by the reader and pass on by. NFC payments will certainly be quick, but I doubt they'll be much quicker than today's magstripe and smart cards. Does it really matter whether I swipe, dip, or tap my card? So why should anyone care about NFC?
I believe the value comes when NFC is used for multiple purposes in the same transaction. The real time-saver lies in replacing the need for my loyalty card, coupons, and payment card with a single tap of the phone. But is this really achievable?
During our experiments with NFC, we found it to be too time consuming to open each of three files to read the contents representing loyalty, coupons, and payment. It took roughly two seconds per file, which doesn't sound slow, but it moves the consumer from a "tap" to a "tap and hold."
o avoid this issue, we combined the data from all three files into a single one, using separators between the data types. This works well, enabling the consumer to simply tap to handle the combined data exchange with POS. But realistically, the data is owned by three different organizations, and they will want their own files.
So far we've just talked about reading data. Writing data takes a big longer, and moving the phone away from the reader during a write operations will cause an error. When a coupon is redeemed, we may want to erase it, or add a new one during checkout. This extends the time even longer.
The fastest approach might be to simply store a read-only unique identified on the phone that a third party can link to a loyalty number, list of coupons, and payment choices on some far away server. Forcing all the work to the back-end servers would certainly simplify the role of NFC but also require the POS to be online.
I'm no NFC expert, so I'd love to hear from one that can explain how we're going to deliver on the promise of speed.
There's more interesting comments at the end of the original article, so head on over for more information...

Press Release: Jumptap Closes $25 Million Financing Round


Written on Friday, May 06, 2011 by Giorgos Saslis

CAMBRIDGE, MA– May 5, 2011 – Jumptap, the leader in targeted mobile advertising, today announced the completion of a $25 million financing round. Existing investors including AllianceBernstein, General Catalyst, Redpoint Ventures, Summerhill Ventures, Valhalla Partners and WPP, as well as several new investors, participated in the round. The capital will be used to accelerate company growth through product and technology development, and staffing to support increasing client demand.

“Jumptap is a strong and significant player in the world’s fastest growing new media,” said Scott Raney, General Partner, Redpoint Ventures, and member of Jumptap’s board. “The company has achieved scale and developed a market position around understanding mobile audiences, which we feel is very compelling. This vision, together with a superior leadership team, made this a tremendous investment opportunity for us."

Over the past 18 months, Jumptap has experienced accelerated growth with significant increases in network traffic, client ad campaigns and deeper reach into major verticals such as automotive, entertainment, consumer packaged goods and financial services. Each month the network reaches 83 million consumers, a 30% increase from last year. Additionally, Jumptap has expanded to partner with more than 10,000 sites and apps; and received over 10 billion ad requests in April. The company has experienced increased velocity in building its portfolio of technology patents, with more than a dozen already issued. The company has also signed rich media partnerships with leading players to accommodate increased demand for video, rich media and creative in-app formats.

To support this growth, Jumptap has added 35 employees thus far this year. CEO George Bell joined the company in September 2010; Chief Media and Revenue Officer Todd Anderman joined in January 2011. Additional recent hires on the publisher and client services teams include Regina Sebring who joined as Vice President of Publisher Partnerships from Audience Science; and Jared Hand, formerly of Gorilla Nation, who is now the Vice President of Sales. John Hadl, founder and CEO of Brand in Hand, recently joined the Advisory Board as well.

This late-stage funding further strengthens Jumptap’s leadership in the dynamic mobile ad sector.
“Our focus on leading mobile innovation through technology and services underscores our long-term vision and commitment to delivering the best solutions for advertisers and publishers,” said George Bell, CEO of Jumptap. “We are well positioned to capitalize on the momentum in the mobile marketplace and continue to see impressive growth across all measures.”

About Jumptap
Jumptap is the leader in targeted mobile advertising. With an unmatched portfolio of technology patents, Jumptap’s data-driven solutions deliver the highest ROI for advertisers, and the best yield for publishers, across multiple platforms. The company partners with digital and media agencies, publishers, wireless carriers and brand advertisers, to deliver an array of mobile advertising solutions. For more information, visit or follow us on

The Mobile Marketing Opportunity in Africa


Written on Thursday, May 05, 2011 by Giorgos Saslis

If you don't know much about Africa, its markets and the status of mobile marketing in them, maybe it's time that you started learning about them. That's the point made at the 2nd Annual Thinking Mobile Conference that took place in Johannesburg a couple of weeks ago.

Just take a look at the market facts below to see why you should be interested. Granted, they don't provide the stability you'd want ideally, before deciding to invest, but without risk, there's no opportunity, right?

African markets offer exciting opportunities. This is especially true for an emerging industry such as mobile. The presence of a few “traditional” companies such as Vodafone, MTN and Zain, either as direct players or as majority shareholders in various mobile ventures across Africa, as well as the push of new players like Obopay and AdMob into the market attests to this claim.

Africa offers a number of attributes that are particularly conducive to its attractiveness for the mobile industry. Firstly, and maybe most importantly, African countries suffer from a general lack in the number of fixed telecommunication lines. Secondly, a large number of Africans are “unbankable” in terms of internationally accepted banking standards. This is coupled with wide open spaces, inhabited by rural communities, who don’t even have access to a bank because there are no branches or ATM’s. Consequently, business in Africa is done largely on a cash basis.

On the other hand the mobile phone penetration among the African populace is extremely high, in some countries over 100% of the actual population. This also translates into real numbers. For example in South Africa over 40 million people own a cell phone, in Nigeria it is over 60 million and even in Zimbabwe, a country suffering from devastating socio-political and economic conditions, citizens own mobile phones. Countries with “below par” mobile phone penetration such as Kenya (40%) are catching up fast and report exponential growth in mobile phone ownership.

What’s more, over 90% of these mobile phones are WAP enabled, and while this technical feature has not yet been widely exploited commercially, most African countries stand ready with GPRS and 3G technologies. According to studies by Vodafone and Nielsen Netratings, released towards the end of 2008, twice as many South Africans access the internet via their mobile phone (10 million) than via their computer (5 million). The former number has now risen to 15 million. South African networks and mobile phone manufacturers have responded to this growing number of mobile internet users with advertising that focuses on offering easy to use, cheap data plans for both prepaid- and contract customers.
It is therefore not surprising to note that Africa is not only ready for mobile, but ideally positioned to benefit from the mobile technology explosion. This is true for companies who wish to enter the market to generate profits as well as the African population, which can improve its lifestyle by leapfrogging many developed countries with the use of mobile applications.

Press Release: Ace Marketing Signs Exclusive Location-Based Mobile Marketing Network Agreement With Top Mall Developer


Written on Tuesday, May 03, 2011 by Giorgos Saslis

An interesting press release today about the establishment of a mobile, location-based marketing network across malls in the U.S., using Bluetooth and Wi-Fi proximity marketing.
Ace Marketing & Promotions, Inc. (OTCBB: AMKT) announced today they have signed an exclusive rights agreement with a Top Mall Developer to create a location-based mobile marketing network called Mobiquity Networks. The 50 mall agreement runs through December of 2015 and includes top malls in the portfolio. This new alliance will give advertisers the opportunity to reach millions of mall visitors per month with mobile digital content and offers when they are most receptive to advertising messages.
In connection with Eye Corp (The largest in Mall Advertiser in the US), Mobiquity Networks will deliver digital content and offers to shoppers on their mobile devices through Eye Corp's  extensive Mall Advertising Network. Eye Corp and Mobiquity Networks have an exclusive agreement to build a location-based mobile marketing network throughout Eye Corp's Mall Advertising network.  
New properties to be added to the Mobiquity Networks portfolio will include iconic malls in the top DMA's in the US. These prestigious malls further complement Mobiquity Networks' already impressive portfolio of prominent malls including Queens Center Mall in New York City, Northbridge in Chicago, and Santa Monica Place in Los Angeles. The Company plans to make a joint press release with its new mall partner in the near future.
Ace's Location-Based Mobile advertising medium is designed to reach on-the-go shoppers via their mobile devices with free rich media content delivered using Bluetooth or Wi-Fi. This advertising medium offers extremely targeted messaging engineered to engage and influence shoppers as they move about the mall environment. Eye Corp, along with Ace Marketing, will jointly create mobile marketing programs for existing clients in conjunction with their already active in mall advertising programs.
Mobiquity Networks proximity marketing units are strategically positioned in shopping malls near entrances, anchor stores, escalators and other high-traffic, and high dwell-time areas.
Mobiquity Networks proximity marketing unit placement takes advantage of the opportunity to provide a reminder to consumers and touch them just before making a purchase decision. These units generate high awareness and brand recognition at the right time and place. When combined with the impact of other visual advertising mediums (in mall assets) or as a stand-alone medium, Mobiquity Networks is a great mobile solution to promote a brand on a local or national level.
Sean Trepeta, President of Mobiquity Networks stated, "We have been working extremely hard over the past couple of years proving the model with successful campaigns for MACY's, the NHL, Madison Square Garden, Def Leppard and Dunkin Donuts to name a few…… the time is right for this type of location-based mobile network in the US.  Knowing our new mall relationship will give us the ability to be in front of potentially 50 million new mall visits per month is extremely exciting for us and our advertising partners.  The mobile market is growing at an amazing rate and mobile phones have become an extension of the person and how they function on a daily basis. We expect Mobiquity Networks to be the premier gateway for brands to reach consumers by the masses and deliver meaningful timely content on a location-based mobile marketing platform."
Established in 1998, Ace Marketing & Promotions, Inc. is a New York-based, full-service integrated  marketing company offering a wide array of business solutions, which include: Branding and Branded Merchandise, Website Development, Direct Relationship Marketing and Mobile Marketing Solutions. Ace Marketing & Promotions, Inc. is a leader in Proximity Marketing with proprietary Bluetooth and Wi-Fi integrated technology that establishes the benchmark for how multimedia messages are being delivered. Ace's Corporate Overview is available at on the "About Us" tab. For a demo of Ace Marketing's Proximity Marketing (Mobiquity Networks) you can visit:
Certain statements in this press release constitute "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995. Such forward-looking statements involve known and unknown risks, uncertainties and other factors which may cause the actual results, performance or achievements of the company to be materially different from any future results, performances or achievements express or implied by such forward-looking statements. The forward-looking statements are subject to risks and uncertainties including, without limitation, changes in levels of competition, possible loss of customers, and the company's ability to attract and retain key personnel.

An Introduction to Google AdMob


Written on Monday, May 02, 2011 by Giorgos Saslis

Today's post is from Steven Farrell, the administrator of, who writes a quick introduction to the AdMob advertising network, owned by Google:

What Is AdMob?
AdMob is Google's answer to the growing mobile advertising market. It is one of the largest mobile advertising networks, similar to Adsense on regular websites. The platform allows developers to easily integrate ads and campaigns into mobile web content and native applications across multiple mobile platforms and operating systems.

Reaching Your Audience

AdMob enables you to reach your audience through both web content and applications on the devices. Ads can come in almost any form - from a traditional banner ad on a mobile website, to expandable ads and video advertisements. They also allow for interactive ads to be displayed on certain smartphones.
Promoting Your Apps

Another feature of AdMob is the ability to promote your ad for your application or web content on the AdMob mobile network. You can create an advertisement for your application to help increase views and make your ad more discoverable to users. AdMob, much like adsense, provides earnings reports as well as download tracking for your application.

Using AdMob

Using AdMob as an advertising platform means you will have to work with the SDK to itegrate AdMob ads into an application. Implementing it is an easy process for anyone familiar with mobile application development, and the myriad of possibilities for ad placement and type are very expansive. For those wishing to promote their apps with an ad on the AdMob mobile network, you only need to contact Google through the Admob website and provide all necessary information. If selected and approved, your ad will appear on the AdMob mobile network. AdMob is available on a wide range on platforms including iOS for iPhones, iPod Touches and iPads, Android OS for Android phones and tablets, Windows Phone 7, and many more emerging and newer platforms.

With the growing mobile ad market, it is important to choose a platform that not only works well but works efficiently and delivers solid results. AdMob is the premier mobile ad platform for both those who advertise within their applications and those who wish to advertise their applications. They are undoubtedly at the forefront of the mobile ad movement and should be the obvious choice for anyone looking into that market. With an ad platform that is easy for any developer to create and integrate with their own applications, AdMob delivers a very reputable service. Whether you are an advertiser, agency, application developer or a mobile web publisher, AdMob can suit your need and provide the tools necessary to generate revenue or increase application visibility and popularity through ads, campaigns, serving ads or utilizing their distribution and monetization platform.

Steven Farrell is the administrator of, a site where you can perform a reverse lookup for as little as $1.