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What is holding NFC back? – Question from Mobile Marketer

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Mobile MarketerAs part of our series of interviews with mobile bloggers and journalists, Dan Butcher, Associate Editor at Mobile Marketer asks: What are the biggest barriers to mass market adoption of NFC for marketing/CRM and payments?

Thanks for the question, Dan. In the past I would have said that one of the biggest barriers to mass market adoption of NFC for marketing/CRM and payments was a “standardization” issue. But most of this has been sorted out. The next barrier that has to be overcome is handset availability.

However, we’re optimistic that this will start to improve in 2011. Many recent announcements from Google, Nokia, RIM and some other handset manufacturers have shown that change is in the making, further highlighted by the launch of the Samsung Galaxy S2 at Mobile World Congress. On top of that it looks like operators are also making investments in the infrastructure and services with a very recent example of Everything Everywhere (Orange & T-Mobile JV in UK) and Barclaycard announcing their launch in the UK for mid-2011. Do you agree?

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