Why Mobile Marketers Shouldn’t Take Their Focus Off of NFC

Why Mobile Marketers Shouldn't Take Their Focus Off of NFCWith mobile marketing and mobile payments expected to develop a beautiful and prolific relationship in years to come, it’s never too early for mobile marketers to begin considering how the rapidly evolving mobile payments industry may soon give way to new opportunities to reach consumers on the go and promptly convert their attention into sales.

According to the latest industry projections from IHS Technology, global shipments of cellphones equipped with Near Field Communication (NFC) technology will surge by more than a factor of four from 2013 to 2018, reaching 1.2 billion units.

Last year sounded the starting gun for the fast growth of the market, with worldwide shipments of NFC-enabled cellphones climbing to 275 million units in 2013, up 128 percent from 120 million in 2012.

The market will expand by more than 50 percent this year to reach 416 million, as presented in the attached figure. From 2013 through the end of 2018, worldwide shipments of NFC-enabled cellphones will rise by 325 percent.

NFC was integrated into just 18.2 percent of the 1.5 billion cellphones shipped worldwide in 2013. In 2018, NFC penetration will rise to 64 percent.

“The majority of smartphone makers are adopting the NFC wireless communications and payment technology in their products as a de facto standard,” said Don Tait, senior financial and ID market analyst at IHS. “Consumers are becoming increasingly aware of the benefits of mobile payment—and NFC wireless readers are proliferating in businesses throughout the world. This strong momentum will allow the NFC cellphone market to overcome barriers, including a lack of compelling services and applications, and the sluggish progress on establishing the required infrastructure.”

This post was written by:

- who has written 6462 posts on Mobile Marketing Watch.

Contact the author


NFC has been the next great technology for the past 14 years now.  Every year we hear how it is "right around the corner" and "not to take our focus off of NFC".  You could go back and read these exact same articles back in 2008 or 2010, with my same comments attached.  Though this may occur in the future, without Apple playing ball, it will just be yet "another" technology on devices that some will use, some will ignore.  Once again, why are we pushing a hardware solution where there is a much simpler software solution?

Giff Gfroerer, i2SMS