NFC Times Exclusive: Despite a widespread belief in some circles that NFC and Bluetooth low energy, or BLE, are in competition, a number of observers say they believe that the two technologies will fill complementary market niches, especially in retail marketing and wearable devices.
In mobile advertising, BLE is widely seen as a technology for push technology, which detects the presence of mobile handsets with a retailer’s application installed and then transmits messages to those users’ handsets at a preset distance, perhaps 50 meters away. NFC works at a much more immediate range and requires users to deliberately tap a tag in order to receive marketing messages or content on their handsets, which marketers refer to as pull marketing.
“We believe that Bluetooth low energy and NFC can actually work together,” said Mark Scott Aubin, founder and CEO of proximity marketing firm Just Desire, which works with both BLE and NFC, among other technologies.