NFC Tag Platform Providers: Tags Gaining Ground on QR Codes

While awareness and use of NFC still is substantially behind that of QR codes when it comes to consumers using interactive advertising displays, NFC appears to be gaining ground.

According to France-based Connecthings, during the first five months of 2013, NFC taps accounted for 13% of interactions with smart posters or other interactive displays, the tag marketing platform provider told NFC Times.

That compares with 9% of taps from page views during the last five months of 2012. The remainder are interactions with QR codes.

According to NFC marketing company Tapit, the take-up of NFC is growing even faster in Australia, it’s home base.

Tapit told NFC Times that in its entertainment-related campaigns in Australia over roughly the first six months of 2013, NFC tags have received 38% to 43% of the interactions with its smart posters, while QR codes have received 57% to 62% of interactions. 

That compares with the beginning of the period, when NFC got 11% to 15% of interactions compared with 85% to 89% for QR codes.

“We are seeing a dramatic decline in the number of interactions from iOS devices despite Apple representing the majority of smartphones in the Australian market, although the overall number of interactions is growing with each campaign, Will Akerman, head of outdoor media at Tapit, told NFC Times.

But a significant share of the interactions still come from iOS devices, which is among the reasons Tapit will continue to support QR codes for the campaigns it implements.

“At the moment, we see real value in continuing with QR, as it means that anyone with a smart mobile device can interact with our campaigns rather than miss out altogether.”

Akerman also said that the company has seen an increase in the number of interactions with posters for its film and entertainment campaigns, though he declined to release specific figures.

A two-week campaign for World War Z that Tapit implemented with media owner Adshel and ad agency MEC Australia, launched in early June and involves 300 NFC-enabled posters at bus stops and train stations, along with “street furniture,” in the Australian cities of Adelaide, Brisbane, Canberra, Melbourne, and Sydney.

The posters sport both NFC tags and QR codes. Viewers can tap or scan to watch a trailer of the film.

The company also did a tag campaign for Adshel, promoting the new film, Star Trek Into Darkness.

And earlier in 2013, it implemented a four-week campaign for the movie Zero Dark Thirty, which involved 200 posters displayed at 91 shopping centers around Australia, in every state except North Australia. Viewers could tap to visit a landing page for the movie, from which they could choose to view trailers or image galleries; like the movie on Facebook; or follow it on Twitter; read reviews; enter a contest for free tickets; or place a Facebook-based game related to the movie.

It is not the only tag platform implementing campaigns to promote films, going back at least to 2011, when UK-based Proxama displayed 10 to 20 NFC-enabled posters in central London to promote Twentieth Century Fox’s X-Men: First Class, with Posterscope and media owner JCDecaux.

 

HEADLINE NEWS

In-Depth: Networks Developing New Uses for SoftPOS, Though Questions Remain about Interoperability and Costs of Technology

NFC TIMES Exclusive Insight – While the idea of letting merchants use their own NFC-enabled smartphones and tablets as acceptance devices to take contactless EMV payments is still getting off the ground, some major payments networks are already working on expanding the technology to enable consumers to tap their own devices to pay.

Planned Account-Based Ticketing Project Remains on Track in Queensland; Expected to Give Customers More Ways to Pay

NFC TIMES Exclusive Insight – The new account-based ticketing system under development for the Australian state of Queensland remains on track and on budget to be fully rolled out by 2022, despite the challenges of working through the Covid-19 pandemic, Martin Bradshaw, project head and general manager for passenger transport strategy and technology for transit agency TransLink, told NFC Times through a spokesman.

Insight: Taiwan’s Dominant Fare-Collection Service Struggles to Stay Competitive in Changing E-Payments Landscape

NFC TIMES Exclusive – EasyCard Corp. remains the dominant contactless stored-value card in Taiwan, boasting of market shares above 70% in transit fare payments and retail transactions nationally amid competition from three other contactless closed-loop cards that vie for transit and low-value retail transactions across the island nation.

In-Depth: California Transport Group Launches Mobile Ticketing, Plans MaaS Rollout

NFC TIMES Exclusive Insight – Officials in California’s Central Valley have launched an app that enables users to buy mobile tickets for bus and rail rides with seven mostly small public transit agencies, with plans to expand to ticketing for electronic car and bike sharing, along with on-demand ride-sharing and van-pool services.

UPDATED: Google Pay Launches with Fintechs in 10 New Countries, as Search Giant Unveils Revamped App; Deeper Move into Financial Services in U.S.

Nov 19 2020

NFC TIMES Exclusive Insight – Google Pay has added its first new countries in 18 months, all of them in continental Europe and all counting digital banks and other fintechs as the vast majority of the issuers across the 10 new markets.

Transport for London Prepares for Major Fare-Collection System Contract

Nov 18 2020

NFC TIMES Exclusive Insight – Transport for London, which runs the largest open-loop fare payments system globally, has issued a notice that it is preparing to seek proposals for a major upgrade of its revenue-collection system.

Visa and Mastercard See Continued Growth in Contactless Usage

NFC TIMES Exclusive Insight – Both Visa and Mastercard say contactless transactions made up a growing share of all face-to-face transactions for cards and other credentials bearing their brands during the last fiscal quarter, crediting in part an increasing aversion to cash by consumers because of the Covid-19 pandemic. Contactless usage rates, however, had been increasing by nearly the same rates before the pandemic.

Apple Pay Enables Ventra Closed-Loop Fare Card in Chicago after Long Delay

NFC TIMES Exclusive Insight – Apple has finally made good on plans to enable fare payments through Apple Pay with the closed-loop Ventra card from the Chicago Transit Authority, or CTA, the latest major closed-loop card the tech giant has enabled in recent months.

Visa Rolls Out SoftPOS technology as It Seeks to Promote Acceptance of Contactless by More Small and Micro-Merchants

NFC TIMES Exclusive Insight -  Visa is rolling out what it calls “Tap to Phone” technology to 15 global markets, as it seeks to enable millions of small and micro-merchants that now mainly take cash to also accept contactless EMV credit and debit cards and credentials on NFC devices.

Trip-Planning Apps Moovit and Transit Enable Ticketing and Payments for Another Transit Agency

NFC TIMES Exclusive Insight – Multimodal trip-planning apps Moovit and Transit have introduced ticketing and payments in their apps for another North American transit agency, following an emerging trend for trip-planning apps to enable users to plan, book and pay for their rides all in one place. The app providers are offering the extra service as they seek ways to give users a better mobility-as-a-service experience.

Australia’s Commonwealth Bank Seeks to Expand Involvement in Public Transit and Other Mobility Payments Projects

NFC TIMES Exclusive Insight – Commonwealth Bank of Australia, the acquirer and processor for the open-loop payments service rolled out by Transport for New South Wales in Sydney, says it is negotiating with transit officials in other Australian states to help launch similar payments services. It also hopes to be involved in payments for mobility-as-a-service platforms.

Report: Nearly Two-Thirds of Survey Respondents Say They’ve Used Contactless Cards During Pandemic

NFC TIMES Exclusive Insight – There’s more evidence that the Covid-19 pandemic is helping to change the way that consumers pay, with more use of contactless cards, mobile wallets and e-commerce channels, according to the “World Payments Report 2020” published Tuesday by global consulting firm Capgemini.