Apple teased the world last week by reversing its resistance to Near Field Communications (NFC) in its smartphones, tablets and watches – but soon after revealed the wireless technology would initially be restricted to its own mobile payments gateway, Apple Pay.
It was just the breathing room that agencies and brands needed to ingest “another technical burden” in the frantic evolution of their digital strategies, says David McGowan, managing director of mobile agency Nomad.
“There’s going to be massive fragmentation in the market because of NFC,” McGowan told AdNews. “It’s going to happen with the user experience across multi devices and products and services. There’s going to be some really great opportunities, but it’s another technical burden and user engagement burden that brands are going to have to accommodate to stay relevant in the market. It’s going to take time for it to evolve properly in the market.”
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