Abstract

Nowadays, several NFC pilot projects are focused on ticketing and payment, which require a long time to be implemented, as the actors involved in the value chain even have different and sometimes opposite interests. This makes consumers scarcely aware about NFC technology and services. Conversely, the most interesting short-term scenario for NFC applications would probably be the one related to mobile advertising and proximity marketing, combining NFC with other wireless technologies already available in mobile phones such as Bluetooth and GSM / GPS localization. Conscious about this scenario, the RFID Lab of CATTID (Centre for the Applications of Television and for Distance Learning Techniques), research centre of Sapienza University of Rome, developed SIMpliCinema: a mobile proximity marketing system exploiting Near Field Communication (NFC) technology. The aim of this system is to promote movies using touch screen displays and NFC enabled phones. Users, bringing their NFC phones close to the monitors, are able to download and view digital contents such as movie wallpapers, trailers and ringtones. At the same time, SIMpliCinema allows the user to buy cinema tickets using her own NFC mobile phone, in this way having the possibility to obtain extra value-added content.

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