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Apple Special Event – Support For NFC Without Third Party Apps Is Huge

 

Hidden away in the countless announcements during the latest Apple special event was some news in relation to NFC.

Apple has already declared support for third-party application to read NFC technology. But these latest announcements offers support that is more closely aligned with iOS.

Users were previously required to launch a third party app to read NFC tags. The latest Apple NFC update means that new models will be able to read tags in the background. This allows users to simply walk up to an NFC tag, wake the screen and the device will read the tag.

This will materialise in the form of a notification on the home screen, or in the feed if the phone is unlocked. Tapping this notification will automatically take the user to the correct app for the NFC function. This provides a simpler way for those who struggled to understand how to use NFC to get the most from the technology.

 

What does Apple’s latest NFC update mean?

At Tamoco we’ve always taken a sensor agnostic approach when deciding which proximity sensors to support on our network. Tamoco’s long-term support for multiple proximity sensors is further validated by the announcement.

The ways that consumers interact with the physical world is always changing. By supporting multiple sensor types Tamoco provides support for clients to bridge the gap between the digital and physical worlds.

The latest update in the NFC provides fantastic benefits when working with Tamoco, including:

 

More interactivity with NFC

The most obvious benefit for those interested in consumer engagement via NFC is the potential to interact seamlessly with NFC in the real world.

In the past iOS users have been required to download a third party app to use NFC. This provides a huge barrier to interaction.

With this update, Apple has removed this obstacle and this provides brands with the opportunity to reach more people, more often with NFC campaigns.

Whilst this will only be available for Apple’s newest range of devices, this still presents a great opportunity to create a more interactive experience for consumers.

 

Direct access into the notification feed

Support allows the NFC tag to be read and display a notification to the user. These notification dialogues use part of the native iOS notification system. This is a great way to reach users in a trusting and powerful way.

A user gets the opportunity to tap the notification and the device will head to the right app, depending on the content type.

This means that brands can offer consumers multiple types of media and be sure that the experience is seamless on an iOS device.

This provides a powerful, direct and interactive channel in which to reach consumers with relevant content.

 

Better opportunity for users to connect with the physical word

The announcement shows how far the link between physical and digital has come. Apple has realised that consumers want their digital devices to connect to the real world around them.

They want this connection to be simple and quick. NFC has always provided this opportunity, but the developments mean that this connection is now available at scale.

NFC carries huge potential as it has already been adopted in the payment and travel spaces. It seems like this new announcement will have a large impact and will be pivotal in the way that users can use their devices to connect with what is around them.

 

About Tamoco and NFC

Tamoco is the leading sensor driven location company. We help businesses to reach consumers based on context and provide extensive support across a wide range of technology. Our aim is to provide the content to consumers in the right moment and providing the vital link between the digital and physical worlds.

To find out more about what you can do with NFC and Tamoco’s powerful network, please get in touch with one of our campaign managers.

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Categories
Marketing & Advertising

The huge opportunity that Apple’s NFC announcement presents

Apple has announced support for NFC tags on their newest phone and watch models. Whilst Android has supported the technology since 2010, Apple is now joining the party and allowing brands to connect with millions of extra smartphone users.

As the world looks towards mobile first, there are still many wide-ranging applications for NFC at different stages of the customer journey. NFC is effective at engaging with lingering audiences in specific environments. We’ve been running this kind of campaign for brands for over four years. Here are a few ways that brands can utilize them to engage with their mobile customers.

 

Interactive content

Brands can use NFC as a part of their existing physical advertising strategy by adding interactivity to real-world advertising. This adds another dimension to your advertising and allows customers to access digital content through the physical world.

NFC tags vastly improve product engagement inside a store or venue. The tags are very small and can be placed inside product labels. Tapping the tag with a device can reveal product information and ensure that your message directly reaches the customer when they in the optimal micro-moment.

For stores or venues, the possibilities are endless. Think making your food order by tapping the item on the menu. Or for stores that have large items, it’s possible to tap an assembled item in a showroom to arrange for collection or delivery at the end of the store journey.

 

App downloads

Have you recently seen a physical advertisement for an app and liked the look of it? The customer journey from this moment to downloading the app to your device is lengthy and there’s a high potential for audiences to not get past in the App Store search bar. With NFC you can simply tap your device on the advert and it will automatically take you to the relevant page.

For brands with a dedicated app, this can help to drive sales and app downloads simultaneously. Improving the customer journey from advert to download should be a priority for app-driven businesses.

 

Drive social campaigns

Brands can utilise NFC to allow audiences to quickly engage with and add a social element to their campaigns. Whether it’s tap to check in or tap to follow/like a brand page, NFC provides an interactive social aspect to physical advertising. Nearly every active consumer is linked to a social media account and engaging with this can provide brands with long-term value from a single interactive engagement.

Beyond the immediate like or check-in, it’s important for brands to look at the lifetime value of having someone engage with their social media account. NFC makes this interaction simpler for the consumer.

 

Insights for brands

As with all aspects of mobile marketing – insights are key for brands that are keen to develop their mobile marketing strategy and understand their customers. NFC campaigns provide value beyond engagement by offering brands in-depth insights around the audiences that interact with their content. This provides the opportunity to retarget those who engage with their brand. Social tags can provide further insights into audiences. It’s possible to retarget users based on social brand interaction and NFC can facilitate this.

Tamoco is already well placed to help brands benefit from NFC tags. We’re monitoring what the Apple announcement will mean for NFC accessibility – whether it will be a native feaature, or require an seperate app to activate. But the general consensus is that brands will now have a much larger audience at their disposal, and can utilise the power of NFC tags to drive engagement.  Connecting the offline product and the online world with NFC technology can help brands to create more relevant relationships with their audiences.

Apple’s history of avoiding NFC seems to be a thing of the past. Tamoco is on the cutting edge of NFC technology – we’ll be working closely with brands to reach new audiences using NFC. Get in touch to discuss how to plan your mobile marketing strategy once the new devices ship later this year.

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