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NFC uptake means location-based campaigns 'could become reality soon'
22 Jun 2011

Accelerating the move to a cashless society could bring brands closer to introducing location-based marketing campaigns, according to one expert.

Lara O'Reilly, writing for Marketing Week, suggested that the latest venture announced by mobile operators in the UK to speed up the move to contactless payment technology use will benefit brands, as they will have a "one-stop-shop" from which they can target their demographic.

Many brands are looking at the ways they can take advantage of contactless payment technologies and near field communications (NFC) solutions, she suggested.

"NFC is something we get asked about a lot. It has been a real hot topic in the last six months, with lots of interest leading up to the Olympics," Jon Mew, director of mobile and operations at the Internet Advertising Bureau told the news provider.

The new joint venture will fill advertisers with confidence because they will be able to push their campaigns across different mobile operators, he explained.

Vodafone, O2 and Everything Everywhere - Orange and T-Mobile - were the operators which announced they would be working together to ensure more consumers have access to technology which will allow them to use their mobile phones to access e-money.