[Dave Birch] I saw a presentation in Amsterdam about an NFC pilot going on in the C1000 supermarket chain (check out this video) with real consumers.
One hundred consumers who shop at the C1000 grocery store in Molenaarsgraaf, the Netherlands, have begun paying for transactions with mobile phones equipped with Near Field Communications (NFC) RFID chips. The group is participating in a six-month pilot conducted by Schuitema, the nation’s second largest retail chain,
[From RFID Journal - - RFID (Radio Frequency Identification) Technology News & Features]
Well, the pilot is now complete and the results are in. The guy from the retailer who was presenting said that he was extremely surprised because he had "never, never" seen such a positive results from consumers and that they never had a single technical problem in six months. Wow.
The market research contained, I think, an interesting nugget of information that will be grit in the oyster of someone’s business plan. It turned out that the service was a fantastic success with the customers, and 49% of them said that if the service were offered then they would buy a new handset to get it! More than half, and I suspect this is the important figure at the current state of evolution, said that they would switch operators to get an NFC service. Overall, there was a something like 90% approval rating for the service.
Yet, when pressed on costs, 78% of those consumers said they would not use their NFC payment "card" if they had to pay more than they do for using their existing payment card. Just to reiterate: they would be happy to spend money on buying a new phone, but not on a paying a bank a little more.
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