A very clever strategy – 20 years of MIFARE!
For those who have been residing on the moon for the last month - Apple is celebrating 30 years of the Mac this year. They are keen to demonstrate just how they have taken technology away from the few and delivered it into the hands of the many. That way you are able to unleash your inner creativity. Good idea. A way to remind us that they have longevity, have been on the cutting edge of technology for a long time, are ubiquitous with their products and still continue to innovate. It's a smart move.
The first Apple Mac was introduced to an unsuspecting population with the famous advert involving a mute gathering staring at a giant screen - unlike today, where a mute population stare at their tiny smart phone screens. But in celebrating the history of one of their products they are not alone this year.
Ticking all the boxes; innovation, product range, ubiquitous in applications and showing longevity – is MIFARE from NXP. This product range is also celebrating its 20th anniversary this year and NXP are keen to remind you of it - and what the products can do. It's a smart move for them. Let's be honest - how many of you reading this editorial, who are in the marketing department of a semiconductor company, would reason away this anniversary because it would be talking about something 'old' that has 'been out there for 20 years'? Not NXP - they're smarter than that and it's a clever way to demonstrate the inroads they have made into various application markets over the last two decades.
In fact, building on from 20 years - how about 20 million people? That's the estimated number of commuters in Sri Lanka that will be using contactless payments and transport ticketing powered by NXP’s MIFARE DESFire technology. The initial trial began on June 6, 2013 in the country’s capital of Colombo, and since January 2014 has been extended to full deployment with multiple routes and busses in Colombo. The system will be rolled out nationwide in Sri Lanka in the course of 2014. MIFARE continues to remain relevant.
We also caught the news that Argos – a UK retailer – are embracing NFC technology thanks to Proxama. To be honest, I have not lived in the UK for a couple of decades and remember the Argos store as the home of the 'giant laminated book of dreams' (as a comedian once described them). In fact - it should come as no surprise that they are on-line too and embracing any technology that helps with their customer shopping experience – they did start off with a laminated catalogue after all (a very modern approach in its day). If you are not from the UK and have no idea what i am talking about - why not attend the Contactless Intelligence Spring Conference (and the Contactless and Mobile Awards) and while you are in London - pop into Argos for the 'experience'? I am sure some of our UK attendees would love to accompany you…
In 40 of their stores stores throughout the UK, customers can tap their NFC-enabled smartphones to engage with store staff who are wearing NFC-enabled lanyards recommending the latest offers. Customers will also be able to tap in-store cards to download the Argos mobile app to make purchases on the go. “By using NFC we hope to encourage app downloads, increase mobile sales and improve our multi-channel customer experience. This pilot is also part of our initiative to reduce the printing and distribution costs associated with our catalogue,” commented Dominic Pemberton, Head of Publications and New Media, Argos. Good for them - I hope it is a success.
The time is now up for nominations for the 2014 Contactless & Mobile Awards. Those of you who have sent in nominations now need to get your paperwork finished and sent in. We shall be announcing the finalists in about a month from now so please look out for the announcement on Contactless Intelligence and in the on-line in the press. we have had a record number of nominations this year so we are looking forward to having some very high impact finalists. The Award show will take place in London on the 29th April and you can register to attend the event here. We look forward to seeing you pick up an award!
Finally - we are at the ISE 2014 in Amsterdam on Wednesday this week with Contactless Intelligence and our new Endless Shelf Platform, so if you are there and would like to speak to us - please let us know.
Until next week,
Steve Atkins
Contactless Intelligence
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