In a recent Research and Markets Report, analysts from TechNavio forecast that the Global Near Field Communication Device Market will reach $560 million in 2014, driven by the growth of commercially available NFC enabled handsets (in particular smart phones) expected to hit the market. Around 60 million NFC enabled devices are expected to enter the market. Although there is a risk of security threats with the technology, consumer preference is increasing. The rise of NFC technology in smart phones has a particular implication on out-of-home advertising and digital place-based media. Expect to see innovative brands integrating NFC technology in advertising campaigns, such as mobile payments and the exchange of information.
