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One-in-five smartphones to have NFC by 2014, says Juniper, as Nokia inks deal to build complete NFC service package into its handsets

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With more and more handset vendors integrating NFC chipsets, the new Juniper Research report forecasts that NFC payments and retail marketing capability via coupons and smart posters will become common amongst smartphone users in Western Europe, North America and other developed regions.

NFC Retail Marketing & Mobile Payments Report author Howard Wilcox gave more details behind the report’s conclusions: “Juniper’s market analysis highlighted that, although there are still hurdles ahead, NFC prospects have been boosted by the succession of mobile operator and device vendor announcements. France is a case in point where operators expect to sell one million NFC devices this year.”

NFC is attracting the attention of all the major players such as Google, France Telecom Orange and Telefonica who see mobile commerce capability as vital. Juniper’s report pinpoints the main revenue opportunities but warns that business model structures still require development before NFC services will achieve critical mass.

Proxama has designed a complete NFC-driven service package, featuring its unique TagCenter application that will enable Nokia NFC phone users to get instant, media-rich brand experiences from NFC data tags that will be on posters, product packaging and point-of–sale displays.

The Nokia C7 is the first Nokia handset to make use of Proxama’s TagCenter. The global roll out of Nokia NFC-enabled phones presents brands, advertisers, media owners and retailers with exciting new opportunities to reach customers through NFC marketing campaigns.

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