Corporate giants like Google, Visa and McDonald's are singing the praises of near-field communication (NFC), due to its ability to dish out direct advertising and return real-time consumer data, according to Popular Science.
Because NFC is being built into the new generation of smartphones, it won't be long before most consumers will be able to pay for purchases and interact with brands through touch.
Advertisers won't use NFC only to deliver consumers coupons, promos, samples and other "digital perks," but to collect marketing intelligence, just as they do now on Websites.
"When you make an NFC purchase, your phone isn't just transmitting your bank numbers for payment. It can also transmit your buying habits and demographic information," Popular Science writes.
"That sounds terrifying, but for the most part that kind of information is already out there and being used every time you buy an app, or anything from Amazon, or search for a product on Google. NFC just has the potential to make that data available instantly and in real time, which is exceedingly valuable to marketers and retailers and other people who care that you prefer Five Guys to Shake Shack. And instead of coupons, you might get beamed advertising instead—intensely targeted ads tailored to your latest purchase."
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ITN rolled out its new NFC paper badge with coaster at WIMA 2013. Click and see how it's issued—in under five seconds!
VIPs attending CTIA 2013 in May experienced an event-industry first.
They were issued NFC badges printed with gold foil.
Silver-foil NFC badges were also issued to "ambassadors" (loyal alumni) attending the event.
"Organizers have requested larger badges, in the style of 'backstage passes,' allowing them to print sponsored logos and ads on the front and an entire agenda on the back," reporter Leslie Kwoh notes.
ITN is helping CEDIA move from a 15-year-old, proprietary system to its registration platform, RegPlex.
CEDIA's Debbie Antrim told Event Tech Briefs, "Having a customized system for many years, we were very hands on and used to guiding the process. With a new vendor on the cutting edge of technology, we had to stand back and listen to the experts."
CEDIA's Sarah Smith said, “Even though the proprietary system had been developed and changed over the years, we looked at where we stood and discovered ITN’s system had a lot of things that we hadn’t even thought of."
