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Action Oriented Proximity Marketing Technologies & Platforms: Blending the Online and OfflineMarketing Channel With NFC & Barcodes
Smith's Point Analytics, April 2012, Pages: 49
This in-depth report evaluates and quantifies the opportunity for user initiated proximity based marketing solutions leveraging NFC, barcodes and emerging technologies. Strategies, players and market drivers are analyzed.
The adoption of 2D barcodes saw significant acceleration in 2011 and the market is focusing on proximity marketing as a way to drive adoption of NFC and mobile payments. Smartphone users are increasingly using their devices to interact with the world around them providing marketers a new channel to reach consumers when they are out an about and shopping. This new channel will have strategic implications throughout the industry and vendors able to position themselves upstream of a mobile transaction through proximity marketing will be well positioned to influence the mobile payments market in the future.
The report answers questions such as:
1. What is action oriented proximity marketing and how will it change the mobile marketing space?
2. How quickly is the market growing and what are the growth drivers?
3. What technologies will benefit from the growth of proximity marketing strategies?
4. Who will be the trend setters and spearhead the development of this space?
5. How can I participate in or support this emerging market?
6. Who are the current players in the market and what are their strategies and strengths?
1.0 What is Proximity Marketing?
1.1 Proximity Marketing Channels
1.1.1 Smart Posters
1.1.2 Print& Packaging
1.1.3 Point of Sale
1.1.4 Any Physical Object Using Augmented Reality
1.1.5 Other Physical Channels
2.1 1D and 2D Barcodes
2.3 Augmented Reality and Virtual Graffiti
2.4 Computer Vision or Object Recognition
2.5 Sound Recognition
2.6 NFC, Bluetooth, and Wi-Fi Seamless Interaction
2.6.1 Bluetooth NFC Pairing
2.6.2 Wi-Fi Direct
2.7 Integration of NFC and QR
3.0 Market Structure
3.1 Business Models
3.2 Ecosystem Players
3.2.1 End-to-end Proximity Marketing Platforms
3.2.2 2D Barcode Scanners and Printers
3.2.3 NFC Mobile Wallets
3.2.4 NFC Tag Providers
3.2.5 Smart Poster Providers
3.2.6 Augmented Reality
3.2.7 Consultants/Mobile Experience Specialists
4.0 Market Opportunity
4.1 Market Drivers
4.1.1 Shift From Push to Pull Marketing
4.1.2 “Closing The Loop” For Marketers
4.1.3 Mobile Payments Opportunity
4.1.5 Low Cost NFC Chips in Posters
4.1.6 Gamification of the World
4.1.7 OEMs Driving Technology
4.2 Growth Barriers
4.2.1 Lack of Understanding of How to Effectively Use the Technology
4.2.2 Lack of NFC Enabled Phones
4.2.3 Users Need to be Educated
4.2.4 Scalability of Business Models
4.2.5 Data Fragmentation
4.2.6 Privacy Concerns
5.0 Market Forecasts
6.0 Industry Outlook
6.1 The Future of QR and Proprietary Codes
6.2 Print Codes Will Coexist With NFC
6.3 Trend of Consolidation of Tech on Single Platform
6.4 Proximity Marketing Provides Strategy for B&M Retailers to Compete With E-Tailers
6.5 Brands Incorporating Scanning Technology Into Their Apps
6.6 Groupon Will Enter the Market
6.7 Proximity Applications Will Help Drive Demand for Augmented Reality Applications
6.8 How Will Band of Four Participate
7.0 Opportunities, Threats & Recommendations
7.2 Handset OEMs
7.3 Silicon OEMs
7.4 Software Vendors
7.5 Network Equipment Vendors
8.0 Company Profiles
8.1.1 Company Overview
8.1.3 Competitive Advantages
8.1.4 Competitive Challenges
8.2.1 Company Overview
8.2.3 Competitive Advantages
8.2.4 Competitive Challenges
8.3.1 Company Overview
8.3.3 Competitive Advantages
8.3.4 Competitive Challenges
8.4 Scanbuy, Inc
8.4.1 Company Overview
8.4.3 Competitive Advantages
8.4.4 Competitive Challenges
8.5.1 Company Overview
8.5.3 Competitive Advantages
8.5.4 Competitive Challenges
8.6 Zappit, Ltd
8.6.1 Company Overview
8.6.3 Competitive Advantages
8.6.4 Competitive Challenges
List of Tables
Table 1 – Proprietary 2D Barcodes
Table 2 – End to End Proximity Marketing Platform Vendors
Table 3 – 2D Barcode Printer and Reader Vendors
Table 4 – NFC Mobile Wallet Vendors
Table 5 – NFC Tag and Chip Providers
Table 6 – Smart Poster Vendors
Table 7 – Augmented Reality Software Vendors
Table of Figures
Figure 1 – QR Code Wood Sculpture
Figure 2 – 2D Barcode
Figure 3 – NFC Tag
Figure 4 – Augmented Reality Virtual Graffiti App
Figure 5 – Shopkick Screenshot and Signage
Figure 6 – Total Global Forecasted Mobile Barcode Scans: 2012-2016
Figure 7 – Total Forecasted Mobile Barcode Scanning Application Users: 2012-2016
Figure 8 – Total Global Proximity Marketing Platform Revenues Forecast: 2012-2016
Figure 9 – Forecasted 2D Barcode Scans Segmented by Region: 2012-2016
Figure 10 – Total Forecasted Mobile Barcode scans (Outside Japan): 2012-2016
Figure 11 – Forecasted 2D Barcodes Created (Outside Japan): 2012-2016
Figure 12 – Global NFC Infrastructure Forecast: 2012-2016
Figure 13 – Total Revenues for NFC Tags & Smart Posters Forecast: 2012-2016
Figure 14 – Forecasted Users of NFC Based Proximity Marketing Applications: 2012-2016
Figure 15 – Forecasted Mobile Proximity Marketing Platform Revenues (Outside Japan):
Figure 18 – Digimarc Discover App
Figure 17 – Snap Tag
The global market for action oriented proximity based marketing services is expected to reach $2.3 billion by 2016. The market is well established in Japan but is just gaining momentum around the globe. We believe that outside of Japan, this market will reach $1.5 billion in 2016. Action oriented proximity based marketing services enable brands to interact with consumers based on their proximity to a particular physical location or object. Action oriented services also require consumers to perform some sort of action such as scanning a barcode or swiping a NFC tag to launch a web experience or access content. This report takes a comprehensive look at market players, technologies, value chain and strategic differentiators. Revenues and users of proximity marketing applications are forecasted and technologies, opportunities and threats are analyzed.
Mobile phone users and application developers are increasingly exploring the capabilities of the smartphone, leading to a gamificaiton of the world where users are interacting with their physical surroundings using their phones. This trend is providing opportunities for marketers to engage users in a very interactive way tailoring messages based on location and relevant personal and contextual data. By activating NFC chips, and scanning barcodes and other emerging technologies placed on smart posters, packaging, print publications and point of sale devices, users can engage brands when they are interested in a product. This is much more effective compared to traditional proximity marketing where users opt in to be bombarded with unwanted spam from Bluetooth broadcast systems. Vendors have taken a number of approaches to address this opportunity from providing free point solutions to end-to-end platforms that incorporate proprietary codes and sophisticated analytics.
The increased awareness of standard QR codes by consumers is a significant growth driver of proximity marketing strategies. The low cost of QR codes is making it easy for businesses to launch campaigns, flooding the market with QR codes, increasing recognition and scanning by mobile users. While it is easy to create a QR code the resulting web experience is much more difficult, often leading to poor experiences for users, discouraging repeat usage. The opportunity in this market is providing value beyond the creation of codes and scanning applications by including products and services to support quality web experiences and drive ROI for marketers. The ease of creating QR codes and its standardization will allow the technology to dominate the market but the poor experiences behind the codes will provide opportunities for proprietary codes in niche markets. Computer vision and object recognition are important technologies on the horizon with the potential to disrupt the current market. While the technology is not yet ready for prime time, it will enable unique augmented reality experiences and could potentially negate the need for printed codes.
With the emergence of proximity marketing, the need to access data inside buildings will grow and increased bandwidth will improve experiences. This trend increases demand for more local networks and small cell technologies such as Wi-Fi, Bluetooth, NFC and femtocells. The ability to easily discover and connect with these networks as well as their ability to work together will help improve user experiences as well as provide opportunities for retailers to affect more control. As users begin to interact with their environment and shop with their mobile phones, brick and mortar retailers risk being disenfranchised as users browse merchandise in stores and go online to make purchases. Retailers need to get in front of this trend and develop proximity marketing strategies to control the experience of the mobile phone user while in their store.
The emergence of mobile payments has attracted large players to the proximity marketing space in an effort to gain a position upstream of a mobile payment transaction. With large players such as Google and others bringing to market mobile wallets, competition will be tough. Smaller players need to focus on adding value within their niches and more established vendors need to move fast to gain an influential position in this strategic emerging market.
- 3G Vision
- Avery Dennison
- Best Buy
- Inside Secure
- Mobile Tag
- Near Field Comm. Ltd.
- Simple Act Inc.
- Tag Age
- Total Immersion
- UpCode Ltd.
- Zapa Technologies
- Zappit Ltd.
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