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First large-scale NFC out of home trial launches

First large-scale NFC out of home trial launches

Mobile Phones

Kinetic and JCDecaux are launching the UK’s first large-scale deployment of NFC technology as all Reading’s six-sheet poster sites go interactive in a four week trial.

From today, 13 brands will provide exclusive content and voucher NFC experiences on the ads, allowing people to download information, offers and games with a swipe of their smartphone.

Over 300 bus shelter poster sites across Reading and poster sites in the Oracle Shopping Mall will become Near Field Communication (NFC) and Quick Response Code (QR) enabled.

Advertisers taking part in the trial include: Morrison’s, H&M, Universal DVD, Universal Special Projects, Mercedes, ITV2, Lucozade Sport, EA Games and Unilever’s Lynx, Toni & Guy, Magnum and Vaseline. Content will be updated regularly across the month, with different advertisers providing different content each week.

Nick Mawditt, director of insight and marketing at Kinetic, said: “This is the first large-scale deployment of NFC technology on the street and is bringing the future of out of home to the here-and-now in Reading.

“NFC is widely regarded as a technology that could transform the way consumers use their mobile phones to interact with their environment. Reading was chosen for the trial because it is one of the UK’s most tech-savvy towns, with a high proportion of smartphones in use. We will be looking closely to see how consumers engage and interact with the content during the trial.”

The NFC system works on the same principle as the London Underground Oyster Card System. The contactless technology uses radiowaves to connect NFC-enabled smartphones to ‘smart posters’.The QR codes will bring the same benefits to people with non-NFC smartphones, once they download a QR code app to their phone. There will be 325 ‘Touchpoints’ in total.

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