What will it take to launch successful NFC services, what business models will succeed and who is going to profit?

NFC: The Road to Commercial Deployment cover image

‘NFC: The Road to Commercial Deployment’ charts the road ahead for those involved in planning, implementing and supplying NFC services and examines how the market will develop between 2010 and 2014.

This research report answers key questions including:

  • When will the first commercial deployments take place — and where?
  • How will the NFC market evolve over the course of this year and beyond — and what actions will the leading players take?
  • How will the business case for NFC be resolved — and what business models will succeed?
  • Which NFC services will become available first and how many will there ultimately be?
  • How will the issue of a lack of NFC handsets be overcome and which suppliers will take the lead?
  • What strategies for success will mobile network operators, banks, suppliers and key potential NFC service providers adopt — and who will become the dominant players in each market?

The conclusions and predictions contained in ‘NFC: The Road to Commercial Deployment’ are based on extensive interviews with leading industry players around the world, on research undertaken for The NFC Report and on information gathered during the writing of NFC World.

Order now and we’ll send you a digital (PDF) copy right away, and dispatch a printed copy of the report by air mail. You could be reading this new research report — and changing your thinking on critical NFC business planning issues — just minutes from now.

Table of contents

  1. Executive summary
    1. Key predictions for 2010
    2. Key predictions for 2011 and beyond
  2. Barriers to growth
    1. The lack of a clear return on investment for mobile network operators
      1. The problems of a collaborative approach to NFC
        1. Establishing a joint venture company
        2. A revenue/cost sharing agreement
    2. The concept of a central Trusted Service Manager may be flawed
      1. Is it sensible to put this much power into the hands of one entity?
      2. Can one TSM be all things to all people?
      3. Is the TSM model economically viable?
    3. Standards are still not complete and certification processes are still in their early days
    4. The slow growth of NFC is leaving the market open to competing technologies
    5. China could go its own way
    6. The Single Wire Protocol may not be a perfect solution
    7. The continuing lack of NFC handsets
      1. When will production volumes of mainstream NFC phones begin?
    8. 100% consumer adoption of NFC is required for some key markets
    9. Widespread consumer adoption will require a wide range of commercially available NFC handsets
    10. Can NFC add-ons fill the handset gap?
  3. Opportunities for growth in 2010
    1. Potential key service providers will create detailed business plans — and repeatedly revise them
    2. Pre-commercial NFC pilots will help assess risk and reward
    3. Banks will begin extensive testing of NFC add-ons
    4. Bank-led co-branded NFC services will begin to appear
    5. Banks will investigate establishing their own MVNOs
    6. Mobile operators will test their own NFC-enabled mobile financial services
    7. The Trusted Service Manager will be reinvented in a new, lighter suit of clothes
    8. Previously announced NFC roll-outs and collaborations may not go ahead
    9. The idea that no one company has the market presence to launch a full NFC ecosystem by itself will prove false
    10. Merchant demand for mobile loyalty and promotions systems will drive forward the installed base of contactless terminals
    11. A retailer could make a market play
    12. The major social networks could take an interest
    13. Google could make a play
    14. Brands will begin testing NFC as a way to connect directly with consumers
    15. Both banks and mobile operators will seek alliances with transport operators, retailers, universities and local government
    16. The B2B market will grow steadily throughout the year
    17. NFC solutions providers will move to supporting a wide range of devices
    18. New NFC add-ons will come to market and the performance of existing devices will improve
    19. Volume production of NFC add-ons will begin
    20. Handset manufacturers will produce their own NFC add-ons
    21. Mass availability of NFC handsets will not occur in 2010
    22. Low cost NFC phones could be the route ahead
    23. Where Apple goes, others follow
    24. Progress will be made on international standards — but they will not be complete until 2011
  4. Key players to monitor in 2010
  5. The NFC market from 2011 to 2014
    1. Who will take the lead in deploying large scale NFC services?
    2. Where will commercial NFC deployments take place first?
    3. What will the first commercial NFC services look like and how will they evolve?
      1. First wave NFC services
      2. Second wave NFC services
      3. Third wave NFC services
  6. Index

How much does this report cost?

You can buy NFC: The Road to Commercial Deployment for £797 (approx US$1,232/€964).

Or…

You can buy the more recent The NFC Market 2012 for £747 (approx US$1,155/€903).

Note: These prices are for single user licenses; multi-user license pricing is available here.

Comments are closed.