New research from analyst, Juniper Research has forecast growth in the application of near field communications (NFC) technology as a mobile retail marketing tool via coupons and smart posters  

New research from analyst, Juniper Research has forecast the application of near field communications (NFC) technology as a mobile retail marketing tool via coupons and smart posters will support the growth of mobile payment transaction values from $8 billion (£4.9 billion) in 2009 to $30 billion (£18.4 billion) within three years.

Such is the excitement about the potential of NFC, the analyst observed vendors are developing and launching a variety of interim solutions such as stickers and SD-format memory cards to get NFC to market faster on existing phones rather than new NFC enabled phones.

Creating shopping revolution

The Juniper NFC report author, Howard Wilcox, stated: "Many people focus on the use of NFC for payments, but in fact it is poised to revolutionise the way many people shop too. The ability to tap smart posters and receive coupons and product information also presents new channels to market for merchants. While vendors see widespread availability of NFC phones in future, the jury is out as to whether interim solutions will attract users or actually have a detrimental effect." 

Juniper Research conducted primary research interviews with executive level management from key industry players. And the NFC white paper and further details of the study, "NFC Mobile Payments & Marketing Opportunities: Forecasts & Analysis 2009 - 2014" can be downloaded from the Juniper Research website.