Systems integrator Glue4 is working with MNOs, media owners and brands helping them to realise the potential of a new and innovative customer interaction proposition. Glue4Touch, the only full service solution of its kind in the UK, has been launched to the market today and covers the personalisation of NFC smart posters and handsets, deployment, operation and the analysis of user data. Glue4Touch also offers a practical and cost-effective solution for enabling handsets in the existing customer base.
Harnessing the untapped potential of mobile and outdoor marketing, fully interactive NFC smart posters include a range of advertising media tagged with the next generation of wireless technology. The chip passes information and services to viewers on demand, in this case through their NFC-enabled mobile phone. This could be mobile top-up, handset configuration or fault fixing. In addition, the information could be a link to any partner brand’s product details accessed through the mobile internet or a money-off voucher. Brands could also use the interaction to encourage viewers to vote, buy tickets, pass on information virally etc, etc.
Glue4 MD Dr Neil Garner explains: “MNOs have yet to explore the full range of contactless opportunities. Glue4Touch brings together a range of marketing and connectivity technologies to help the operator community instigate simple, flexible and cost-effective trials of any NFC smart poster proposition. At the backend, this part handset application / part Glue4 ASP hosted solution has the potential to offer MNOs significant operational cost savings as well as new growth opportunities from the existing customer base and new customer acquisition through brand partnerships.”
As the infrastructure for contactless payments is rolled out around the UK, more and more brands are looking to explore the marketing potential of NFC. Neil Garner says: “Only now is there the interest from across the industry to achieve the critical mass to create and grow this market. Contactless is rapidly becoming a well understood and trusted technology thanks to everyday uses such as Oyster and the new payments trials with MasterCard and Visa among others. It’s a simple technology that our user trials prove is popular with both early and late adopters.
“The Glue4Touch service complements existing mobile marketing mechanisms, while offering powerful additional benefits. For example, while security and privacy issues have limited Bluetooth’s market success, customers choose to interact with NFC smart posters by tapping the poster to trigger the chip and securely receive the information. This puts the power back in the hands of the customer who can then easily pass information to other people using the same simple and secure touch mechanism.”
For further information call Glue4 managing director Dr Neil Garner on 01603 283422 or 07740 305110 or email email@example.com. Glue4 PR manager Belinda Gannaway is on 01273 551448 or 07775 584577 or email firstname.lastname@example.org.
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1. About Glue4
Glue4 is a systems integrator, technology solutions and consulting company. We bring industry players together to help brands build better customer relationships through the intelligent use of technology. We offer a truly multi-channel approach, covering web, mobile and TV, smartcards, kiosks and point of sale. From strategy planning to implementation, we ensure low-risk technology innovation. Glue4 is a member of the international NFC Forum. The team has been working with both mobile and contactless technologies for many years spanning the major contactless payment solutions, from Oyster to PayPass.
2. About Glue4Touch
Glue4Touch is a scaleable solution that provides a platform for organisations wishing to take advantage of contactless technology. It is a full service solution, covering the sourcing and personalisation of handsets and smart tags as well as the development and hosting of mobile internet sites. Full integration with high street point of sale terminals is supported for payments and voucher redemption.
3. Basic Glue4Touch smart poster scenario
Step 1 - the user touches their NFC phone to a smart poster. When the connection is made, the active NFC chip on the phone provides power to the RFID tag, and the content of the tag is uploaded to the phone. The data on the tag is simply a URL, telling the phone the location of the advertiser’s site.
Step 2 - the phone connects to the advertiser’s site which displays branded information on the handset relating to the advertised product. This information can also contain a hyperlink to purchase the product.
Step 3 - the user chooses to forward the information to a friend either by SMS or by touch to another NFC phone.
Details of the transactions in steps 1, 2 and 3 are uploaded to the Glue4 server to enable analysis of user behaviour.
4. About the independent user experience trials
Foolproof (www.foolproof.co.uk) carried out qualitative research in February 2007 to evaluate potential users' reactions to the Glue4Touch proposition. The research highlighted the fact that both early and late adopters liked the NFC smart poster concept and could immediately see applications in their everyday lives. However, they were keen to ascertain issues of privacy and control – as a result Glue4Touch has built in to the service design a range of security protections. The research also highlighted the importance of peer to peer communications (viral marketing) in establishing a user base for NFC smart poster propositions. Participants in the research suggested that mobile phone top up in store; booking tickets; using the phone as an Oyster card; collecting a discount voucher from an advertisement; checking stock availability in store; passing information between mobiles and registering for a virtual queue were among the most popular applications.
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