Remember the scene in the film Minority Report starring Tom Cruise? When Cruise walked in the shopping center and the digital display was everywhere, people could watch the advertisement casually. When he walked past a beer advertisement, the sign recognized his identity and called him: "Hey, John. You can look like a Guinness beer!"
You may not be able to imagine that technology can be smarter than this. However, the interaction between advertising and people is no longer a virtual character, but a mobile phone. Your phone knows who you are, where you are, what you bought, and what kind of coupons you need.
When you walk into the store and touch the product poster, the phone will automatically receive a coupon. In front of an instrument similar to the POS machine, you can pay at a discounted price with a mobile phone, and the points will be automatically recorded. On the phone, when you walk into the store next time, the phone will automatically tell you whether the item you bought last time is still discounted, recommend products that may be of interest to you.
Companies that are working together to provide this service, one is called Google, and the other is called ViVOtech.
Google makes a wallet
At the end of May 2011, Google co-located the card reader provided by ViVOtech in the retail stores in New York and San Francisco, and built an NFC microchip in the Nexus S, a mobile phone produced by Samsung, and finally used ViVOtech. The technology has developed an app called Google Wallet that supports MasterCard and Google prepaid cards.
As a result, the Nexus S has the magic function described above. It can read product information. Users can shake the phone in front of the sensor and enter a 4-digit password to complete the payment. And what makes it all work is the NFC chip.
NFC is a short-range wireless communication technology that dates back to 1945. A man named Leon Theremin? invented a small thing similar to a bug, which was installed in the US embassy in Moscow. Later, this audio transmission technology was used by people to become a bus card, such as Yangchengtong in Guangzhou, and further NFC?
Because it can transmit data and save data, NFC is more regarded by the technology community as an essential configuration for the future of mobile phones.
ViVOtech was the first company to practicalize NFC. It was founded in 2001. In the eyes of ordinary people, ViVOtech is not as famous as Google, MasterCard and McDonald's, but now it is the prestigious business giants vying for cooperation. Object.
Prior to working with Google, the company independently developed payment software, NFC smart terminals and contactless readers. They installed more than 800,000 NFC devices in 35 countries, 600,000 of which are installed in the US. Restaurants, pharmacies, and even taxis.
The alliance between the two companies finally made ViVOtech famous. The geeks in Silicon Valley called them the brain behind NFC. They successfully obtained new investment of US$24 million from companies such as EDBI, Singapore Telecom and Motorola in Singapore, bringing the total financing amount to 80 million. Dollar.
Mick Muraf said that NFC payments were only used as a substitute for credit cards, but now that Google has joined in, Vivotech, which has been insisting on it, has finally waited for a good day. Google wants to make this change, and it is inseparable from their technology. Business.
Google has put a lot of effort into integrating this technology into people's lives as soon as possible. They installed the card readers to Sun Oil, McDonald's, CVS chain pharmacies, Papyrus shoe store, Home Depot home supermarket, 7-Eleven convenience store, Best Buy Electronics Mall and OfficeMax. In the office supplies supermarket, it can be said that it covers the daily needs of Americans.
"Wall Street Journal" reporter Katherine Boehret wrote after reading the Google Wallet, "At the 7-Eleven convenience store, the male cashier was surprised and felt that I was paying a very fast payment for a bottle of water, especially the former male customer. It took a sharp contrast to pick up a few steel shovel and a few paper money to pay."
But in addition to convenience, Google Wallet needs to be affordable, so this app can search for supported stores, and when you find more store coupons through Google search engine, you can sync to Google Wallet. Mick Muraf said that this is to bring benefits to consumers. I want to see a shopping trip, bring a CVS special care card, or a gift card from Macy's, and it’s a good time to make a fuss at the end of the checkout. Feeling frustrated.
Google doesn't currently have a plan to split up with financial institutions and businesses, but they can see business ads in the user's purchase process. This change is also in line with Google's former CEO Schmidt, which will become automatic and spontaneous. Search to help users "discover" the world around them. The search giant confidently predicted that by 2014, the global NFC mobile payment transaction volume will be close to 50 billion US dollars. By that time, Google will not only master the data on the network, but also master the real life data.
Another player
The butterfly effect brought by NFC is not only Google's innovation, Nokia is actually a player earlier than Google. In 2004, the mobile phone giant launched the NFC Forum with Philips and Sony to focus on the commercial application of NFC technology. At that time, Nokia took out the world's first NFC product - Nokia 3220 NFC shell, so that mobile phones can support mobile wallet business in some areas.
The NFC application prospects that Nokia originally envisioned were more ambitious than Google. The Nokia® mobile phone that was launched in early 2007 can not only pay through the built-in NFC chip, but also touch the street publicity window to automatically obtain the merchant's phone number and dial out. You can touch the badge to automatically get the information and save it as a contact; you can touch the printer to automatically upload photos for one-click printing; touch the photo frame to automatically upload the photos in the phone.
Unfortunately, in the five years from 2004 to 2008, although Nokia dominated the global mobile phone market, there are very few mobile phones with NFC chips. On the smartphone Saipan system platform, only a few low-end products contain NFC. Features. The blueprints conceived by some of Nokia's developers have lost their implementation possibilities.
But by 2011, Nokia has launched four NFC-enabled mobile phones in one go. Nokia's technology marketing director, Xiaodong Xiao, said that all new mobile phones launched by Saipan will have NFC capabilities. In the future, when Microsoft Windows Phone allows, Nokia will also launch NFC phones for WM systems.
Shortly after talking to Xiaodong Xiao, NFC, Microsoft's product manager Coleman told the media that activating the NFC function on Windows Phone is only a matter of time. If any manufacturer wants to activate the function, it can be done in various ways. He also said that Microsoft will soon launch some exciting things, and speculation is likely to be an NFC wallet application, Microsoft will be used to compete with Google Wallet.
2012 may allow NFC to usher in a large-scale commercial outbreak. Because more technology companies have joined, so that people have increased their confidence in NFC, this Dongdong, definitely let the mobile phone is no longer just the interaction between people, has become the interaction between people and the environment.
Yan Xiaodong experienced a Nokia innovation in Taiwan, China. Nokia and the Taiwanese team cooperate to provide customers with simple and convenient NFC car service. The Taiwanese team will provide NFC tag stickers at various convenient locations. When he puts the NFC-enabled mobile phone close to the NFC tag of the Taiwanese team, the mobile phone will automatically generate a car newsletter containing his location and code. After clicking the confirmation, the message will be sent to the car system immediately. . After 1-2 minutes, he received a confirmation message sent back by the taxi back-office system, which included the taxi arrival time, license plate number and other relevant information.
But in mainland China, NFC is still a new technology. There are only a handful of NFC-enabled devices. Xiaodong and his team also need to cultivate users' understanding of NFC. In order to prevent Nokia's NFC new mobile phones from being used in China, they I have developed a new accessory - Play 360 ° speakers and headphones.
Nokia has built a video in every NFC phone launched this year. On the way home, when your song or comic dialogue has not been finished, and the home has this Play 360° speaker, just hold the phone to the speaker. Touch, the audio playback will switch over.
NFC effect
Yan Xiaodong classified the scenes of taxis and speakers in Taiwan as NFC's reading and writing mode, and thought that this is a broader space for NFC commercial applications besides the payment function. "We didn't plan to sell a lot of speakers, just plan to make them into one." Demonstration, let more companies produce NFC-enabled devices." In his vision, there should be NFC printers, NFC laptops, NFC digital cameras, and so on.
This is very similar to Nokia's vision of NFC in 2007. The difference is that now is the era of smart phones, Nokia has to find new applications for NFC. In 2011, Xiaodong Xiao and his team contacted Tencent and launched the NFC special edition QQ. With a light touch, they can add friends and avoid the hassle of repeatedly entering QQ numbers. They also contacted Angry Birds. "The production company, built into the game of NFC mobile phones, has five levels that are open. When you reach the sixth level, if you want to continue playing, you need to find another NFC phone to unlock.
The cooperation of the LBS website street network is also their search. Mentioning this collaboration, Liu Dawei, founder and CEO of Streetside Network, thinks it is very dramatic. It was originally founded on the street network less than a year ago. In 2010, he contacted the Nokia mobile Internet department and hoped to build a streetside in Nokia’s mobile phone. network. In this way, the built-in, street-side network can stably acquire new users.
At that time, as 85
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