NFC services and the inherent security of the operator-owned SIM will put the operator back in the driving seat, with a walled garden of secure services. To market their services and retain business, operators need to create an “NFC wallet”. This is not to be confused with a mobile-money wallet which is essentially a mobile bank account for deposits and withdrawals, since it is portfolio of virtual credit, loyalty, travel or gift cards. NFC is of course not reserved for monetary transactions, but can be used for example instead of a key for companies and individuals to gain access to their home, a hotel room, the office etc.
Use the NFC wallet as application store
The NFC wallet can be used as an application store where subscribers discover, download and manage the services.
Many well-known application stores are already out there (eg Google Play or Itunes), so why not offering NFC applications via the existing marketplaces? Many NFC applications rely for safety reasons on interaction with the SIM card as secure element. As the SIM card is operator owned and can only be addressed via encrypted communication, the famous application stores cannot interact with the SIM card. It follows naturally that a dedicated market place will be needed.
Easy download experience avoids dormancy
Dormancy is usually either the result of a failed first attempt to carry out a transaction because the procedure is too complicated for mainstream subscribers in that particular market.
Today, there are various possibilities to download applications and many main-stream subscribers are reluctant even before starting. We recommend offering a download user experience similar to the traditional application stores and not to reinvent the wheel.
Profiling: make the user feel unique
Would you be interested in a Paris public transportation service if you live in Marseille? We guess not. But if during summer holidays, you spend one week in Paris, your opinion may change and such an application will be of great help.
We see great potential for NFC wallet take-up if the marketing mix is attractive and if services are addressing the needs of individual users. That’s why a state-of-the-art NFC wallet should include a profile compatibility check in order to display those services which are relevant to a subscriber’s subscription type, physical location or device capabilities. Operators have the relevant information such as geo-localisation and subscription type available. They can be pulled together to offer via the NFC wallet targeted services in direct link to the subscriber’s situation and hence make his life easier.
Operators who take these necessary precautions can increase loyalty to their services and help to avoid churn by frustrated subscribers who give up on their operator due to a negative experience.
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