So much hope was placed on Near Field Communication (NFC) technology but Apple’s non-adoption of the technology was a major dampener. A few other mobile vendors, such as Samsung, have included NFC is selected models of their devices.
Keen to drive the technology, GSMA will be showcasing the NFC Experience at Mobile Asia Expo, an interactive experience through which exhibitors, vendors and attendees will be able to use mobile NFC to exchange information and conduct transactions. Mobile Asia Expo will take place from June 26 to 28 at Shanghai New International Exhibition Centre (SNIEC) in Shanghai.
“We’re excited to launch the NFC Experience for Mobile Asia Expo, as it provides attendees the opportunity to experience first-hand the power of NFC technology throughout the Mobile Asia Expo venue, as well as in the Pudong area of Shanghai,” said Michael O’Hara, Chief Marketing Officer, GSMA. “We hope that all attendees will take advantage of the many benefits of NFC, from information access and download to retail transactions, among others.”
As part of the first NFC Experience at Mobile Asia Expo, the GSMA will showcase an integrated range of mobile NFC services. Attendees with NFC-enabled handsets will be able to utilise NFC technology at locations throughout the SNIEC and the adjacent Kerry Hotel. The NFC Experience features:
- NFC Centre – Anchored by the NFC Lounge, this dedicated area located in the heart of exhibition will showcase NFC-enabled handsets, as well as a number of NFC-based services from players across the ecosystem;
- NFC Experience Zones – More than a dozen NFC Experience Zones will be strategically placed around the Expo, enabling attendees with NFC handsets to download information and maps, test out NFC vending machines, interact with smart posters and join in an NFC treasure hunt throughout the Expo;
- MAE NFC University Challenge – In this essay competition, university students from around the region are invited to outline their visions for the future of NFC and how it can solve everyday problems; and
- NFC-Enabled Retail Zone – Attendees can use NFC handsets to receive discount offers and purchase products in the nearby shopping mall.
China Mobile is the NFC Experience Official Operator Partner for Mobile Asia Expo.