Lionel BrahamiCEO, Famoco Ltd.

How to make NFC boringto make it interesting?

Introduction

Lionel Brahami• 14 years in mobile & contactless

• Contactless (Gemalto)– 5 years in France. – 5 years in China.

• Video Games (Europe + US Startup)

• Founder of Famoco in 2006

Famoco• What we do

– Platform for development & deployment of NFC Services

• Clients & References– Nokia (Xiamen, China)– China Mobile (CMRI) – Gemalto & FET (Taiwan)

The Promises & The Problemsof NFC

Promises of NFCCredit card, loyalty card, train ticket, movie theater 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, make people find you, local store info card with rfid tag …

Why Switching to NFC Services?

• Contactless card is enough for transport

• Contactless card is enough for banking

• Loyalty cards already associated with CC

Switching is painful

• New mobile, new SIM

• Register

• New HABIT

Switching is painful

• New mobile, new SIM

• Register

• New HABIT

+ It’s not fun

Some Advantages• Online money charge

• Ticketless / cardless services

• Cheaper ?

• Check information on Handset’s screen

QUESTION• (Assuming business models are sorted)

• HOW TO MOTIVATE USERS TO SWITCH?

My Belief

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

Magic vs. Boring

NFC is Fantastic!

• Too great for its own good?

Magic?

Arthur C. ClarkeEnglish Writer of science fiction

“Any sufficiently advanced technology is indistinguishable from magic”

Magic is for Magicians!

Boring?

“When a technology becomes boring, that's when the social effects become interesting.”

Clay Shirky, Professor, NYUAuthor, “Here Comes Everybody”

On Social and economic effects of Internet technologies

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.

Where to Learn?

• 3G

• Social Media

What Can We Learn From 3G?

The Case of 3G• Promises

– Video phone– Video downloads

– TV

The Case of 3G• Promises

– Video phone– Video downloads

– TV

• Reality– Video phone little used– Video download– TV is broadcasted

Successful 3G Services• From Japan (>95% 3G!)

– Mobile Flash games (browser-based)– Mobile Social Networks

– Mobile Commerce– Mobile Auctions– Mobile Music Downloads

• Results– TWO mobile SNS worth > 2 billion USD

(GREE and Mobile Game Town)

Elements of success

• Many small accesses

• Quick response• Social

• Combination of network + unlimited data

Common Point?

• Many small accesses

• Quick response• Social

• Combination of network + unlimited data

SOMETHING TO LEARN FOR NFC!

Social Media

BumpData Transfer Made Social

Start the App …

Bump …

Bump …

Then share !

Video

Tech bla-bla

• Backup server

• Motion sensor

• Analysis of waveform

• Synchronicity

FourSquareGPS & Location Made Fun!

• Check locations

• Find friends

• Game

Check-in to places

• GPS localization

Share with Friends

• Leave a note attach to a Place

Play Games

• Earn point, become “mayor” of place

• Intercat with your network of friends

Tap Tap Revenge

Video

Most popular game on iPhone

• Used by Apple for iPhone and App Store promotion

• Use Touch Screen as a core

• Play with Friends with Bluetooth

What On Earth Is He Talking About ?

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”

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.

Making NFC…

• Boring as a technology

• Fun to use

• Cool, to make it spread

JUST DO IT.

Ubiquitous Environment

2. Reading RFID tags

4. Small, fun and easy services

6. …and INTO serious ones

Ubiquitous Environment

2. Reading RFID tags

4. Small, fun and easy services

6. …and INTO serious ones

Target: Achieve User Education and increase Perceived Value with entertainment & social features.

Bump, Check-in, Tap and More!

• Tag & Publish– Check-in, tag-to-post, tag-to-tweet, link to social

media

• Tag & Exchange– Bump, Tag-to-Print, Tag & Play

• Tag & Connect– URL jump, Tag-to-call, etc.

• Tag & Download– Game, e-coupon, e-ticket, e-book…

Making it Work• Many options

• Japan– Felica platform

• Rest of the world?– Various solutions

Making it Work• Many options

• Japan– Felica platform

• Rest of the world?– Various solutions– Famoco solution!

Shameless Commercial Plug

NFCme

• Development and deployment platform for NFC Services.

• Unleash NFC market creativity– Open NFC to new kind of social, fun and

interactive services.

• Motto: Delivering NFC Happiness

Objectives

• Develop new NFC Service in RAD mode– Rapid App Development.

• Deploy service in MAAS mode– Mobile App As Service

• No Service porting effort.– Same service run everywhere

Benefits• Easy service delivery

• As easy as updating a web page.

• Avoid service fragmentation.• Same service run on every platform.

• Delivery Smart UI, make user involve• Viral marketing campaigns.

• Keep UI Consistency

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, …

Uplifting Conclusions

Stop the Tech Talk

• Think fun

• Think interactive

• Think social

Stop the Tech Talk

• Think fun

• Think interactive

• Think social

We have everything to make it works

Thank you!

• Web– Lionel@famoco.com– www.famoco.com

• Call me!– +86 139 1005 0895

– (I’m here tomorrow too!)

• This ppt on :

Delivering Contactless Happiness