I promised to write more about this technology, since my prediction is that it will become useful for interactive narrowcasting if it breaks trough. Near Field Communication is actually a smart application of RFID within mobile devices. It allows two way communication and is able to process commands and signals on itself. For example, when a NFC tag with build in commands gets ‘touched’ with NFC enabled phone, the users is prompted with a confirmation message.

The command in the chip could be anything:

• V-card

• File Transfer

• Money Transfer

• Link to a website

• Enterance code to rfid locked doors

• Phone number – save / call command

• (Flight) ticket confirmations

• Etc.

Don’t get it wrong: this technology is by no means a competitor of Bluetooth. It uses Bluetooth itself when needed (for file transfers for example) and is able to activate and configure it automatically - even when Bluetooth is switched off. NFC has a working distance of 0 tot 20 centimetres and is merely focused on user interaction. Check the video for a showcase:

At the beginning you could see a hotel which could be called by just touching it’s ad.. and by the end the payment modules of VISA and Mastercard are shown. Now combine them with narrowcasting, and consumers can purchase advertised products / services (like concert tickets for example) right there on the spot. It defiantly ads a new interactive dimension to narrowcasting. Also see nearfield.org.

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Fujitsu found a client for it's interactive UBWALL which is especially designed for interactive narrowcasting. It’s a lifesize 50” plasma display panel equipped with RFID and Wi-Fi.

Interactive elements include: Motion Sensor Touchscreen RFID WiFI

It shows regular ads in “attract-mode” until someone approaches. This is detected trough the motion sensor. From here on menu’s and interaction possibilities appear onscreen. The RFID is used to transfer any information towards the customer. Personally I think this technology is better described as NFC (Near Field Communication). I’ve came across it during my research and it uses RFID, but also Bluetooth. It operates as a shell with RFID to establish a connection between mobile devices and the server object as the client comes within range. More about it in one of my next posts.

Last but not least: content management. Narrowcasting is known for it’s management from remote locations. This panel has WiFi onboard standard and a stand alone CMS (content management system). Nicely featured advertising toy… although I dislike the design.

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Perhaps you came across the newsbreakergame allready.. it’s a pong based game with integrated news ticker by msnbc.com. Msnbc commissioned SS+K and Brand Experience Lab to create an interactive installation during opening weekend of blockbuster Spiderman 3 in Los Angeles. The result was a live interactive cinema game:

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This fresh gadget allows to measure the exposure of your narrowcasting without installing any other sensors.

It’s very clever, it uses the ‘red eye effect’ (infrared light) on people to check if they are actually looking at the screen. It doesn’t take pictures though; privacy reasons.. interesting.

 
This allows new narrowcasting models in the form of pay – per- view, like in pay – per – click on the internet. Read more here. Thx for the tip Bram!

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