PARIS - technology virtual portfolio that allows people to pay for a coffee, newspaper, or a sandwich by sweeping a cell phone to an extraction is finally set to start rolling out, executives said at the Reuters agency Technology Summit this week in Paris.
Retailers, fast food, advertisers and the banks are preparing for a change in e-commerce more capable of doing financial transactions smartphones are published. Many observers believe that this will change the way they do business.
Near-field-communication (NFC), more likely to be used in the West, technology is a wireless way to exchange short range, which means NFC-enabled smartphones can pay for goods, store electronic tickets, collect coupons or swap photos.
"2011 is probably the year where NFC could be on track to become a dominant technology in Western Europe, and the United States", said Andrew Gardiner, an analyst at Barclays Capital.
Richard Clemmer, Executive Director of top NFC NXP chip manufacturer, said Google has given a great boost, adoption including the ability of the NFC in its Android software, which is used by the manufacturers of the world smartphone on.
"" We invented the NFC technology eight or nine years with Sony. "."We tried to push, but frankly we just no aircraft not influence, he said at the Summit.
"What we made in aligning with really allowed Google to have a far greater impact." We had worked with companies of credit card, and kept being four quarters out on the road map. ?
Friday, Orange and Barclaycard launch first Britain mobile payments service, allowing some customers to make small payments in the branches of McDonald and subway fast-food chains.
In other countries, including the Japan and Korea in South, NFC technology is already well established.
"I have been blown to the Japan by NFC in action and payments with ease and convenience of payments," Timo Soininen, Chief Executive of the society of Finnish Web games Sulake, said when asked what was the coolest thing that he had seen in technology this year.
"It will change everything."
Clemmer said that each manufacturer of smartphone was seeking to develop NFC in its phones. It takes into account up to three-quarters of all smartphones will be NFC phones in five years and that some traditional phones will also start to add technology, including for use in the development of markets in Africa and Asia.
Gardiner of Barclays Capital, said: "The NFC has the potential to evolve in a semiconductor market more billions of dollars over the next four to five years."
RISK LOW, SMALL CHANGE TO THE FIRST WAVE OF DRIVE
Transfers of data of low risk as the use of NFC to read the labels on the posters of films, to connect to Wi - Fi in cafés and swap business cards will help boost acceptance and lead the first wave of big deployment of NFC for consumers.
The coupons and smart posters interaction should help to drive the adoption of the NFC with consumers, according to Don Tait of IMS Research on the United Kingdom.
IMS considers that by 2015, there is more than 900 million devices with the NFC technology, including cell phones, but in terminals, laptops, tablets, also tags, tokens, posters, watches, headphones listening and ATMs.
The "physicalisation of social media" or LinkedIn profiles or pages Facebook, squarely checkins swapping and sharing of online games, should be one of the most popular uses, according to David Birch of Hyperion consult.
Electronic payments will always be the key driving force in the widespread acceptance of the NFC, but at the outset, the financial amounts in question will remain limited.
Barclays-Orange mobile service launched Friday allows only transactions up to 15 pounds, ($24), at a time as the initial regime wants to try to replace the people escaped to cash when looking to pay for this first article of coffee or in the morning.
"Now we are looking for the vicinity of low value transactions, that we are trying to see what consumers want and how they feel comfortable with, said James Rees Orange, adding that finally this amount would be raised.".
Co-founder of software Opera Jon von Tetzchner said the NFC Summit in its current form was "cute", but it is still waiting to be able to "real trade" from the mobile phone, at least as is currently possible for a personal computer.
Initial testing of the NFC, consumers have found compatible phones NFC intuitive and easy to use and easy to find will help the technology should be adopted by broad sectors of the population.
Olivier Piou, CEO of the manufacturer of smartcard Gemalto speaking at the Summit of the said Gemalto has been involved in projects NFC pilot showed that consumers are so easy, they welcome with technology.
"If you ask a grandmother of Nice or Colombia, for them it's normal, it is just a wireless device, and the fact that it works by proximity is absolutely normal."
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