Nokia Indonesia's Strategy for NFC Adoption

Several days ago, I wrote an article about Near Field Communication (NFC) application and its correlation to the adoption of its application. The article was written for a couple of reasons. The first reason is the introduction of new Nokia handsets called Nokia 600 and Nokia 700, and both of them support NFC. The second reason is the emergence of two local applications that rely on NFC; Menoo! Tap Tap and Smash Mania.

Last Monday, I was invited by Nokia Indonesia to attend a media briefing for the introduction of Nokia's new handsets. I'm not going to discuss about the gadgets here, I am more interested in the application development and Nokia’s strategy to make NFC technology popular among mobile phone users in Indonesia.

NFC on mobile phone is not only available on Nokia, but Nokia provides the biggest support for local apps. Nokia has been touting NFC on its devices for a long enough time, at least since 2006, however, the market has just woken up to the technology recently. Irwan Hermawan—Nokia Indonesia Product Manager and Narenda Wicaksono—Nokia Indonesia Developer Manager went through a number of points regarding NFC and its adoption.

About NFC adoption:

• For consumers to adopt NFC, Nokia Indonesia has to sell as many Nokia mobile phones with NFC technology as possible. Unless the technology is ready and available at the hands of consumers, it's not going to be of much use to anyone.
• Nokia Indonesia’s is taking a gradual approach to introducing NFC to the consumers strategy to introduce NFC to customers. In other words Nokia will try to introduce lightweight NFC functions such as for file transfers, device pairing, or apps such as games.
• For secure NFC which is required in cases such as payment processing, it needs time for implementation. Hermawan explained that there must be a secure device including its SIM card, a collaboration with banks and having proper regulations and infrastructure in place.
• Nokia is going to push for NFC solutions wherever possible to support the ecosystem and make sure that consumers are not only aware but able to fully adopt NFC technology. Aside from file transfers, games and other apps, Nokia is putting NFC in devices such as speakers. Additionally, Nokia is also rolling out NFC tags to help extend the roll out.

Support for Local Developers:

• Nokia will also promote local NFC apps. For example, Nokia Indonesia plans to provide badminton field facility at retail store as a promotion for Smash Mania game from Agate. This game enables users to play in multiplayer setting with NFC and augmented reality (although, honestly, the usage of AR is still in the beginning step).
• Developers also get supports to develop their application on mobile or other Nokia ecosystem. It includes some other NFC application that will be developed, both game and non-game segment.
• The support for merchant acquirement is also going to be done by Nokia Indonesia. For example, for Menoo! Tap Tap, Nokia Indonesia will cooperate with Elasitas (Menoo! developer) to acquire merchants, including the NFC implementation.
• The example of merchants that going to maximized NFC on Menoo! is HaagenDazs. In the future, visitors of this ice cream restaurant can get discount voucher by taping a certain NFC tag after they ordering ice cream.
• Besides local developers, global games developers also provide game connected to NFC technology such as Rovio or GameLoft.

Other Note:

As I have written, NFC will depend on the number of device (users’ adoption) and merchants for application like Meeno!, also the users’ willingness to use it. Those all are in one circle, each of them should be reached to see the relevant adoption. Not only the sale but also the education for customers including for business realm (merchant) should be done intensively.

Agate representative at the media gathering was quite exited to the NFC implementation on mobile phone. The combination of devices and this technology can open the chance for developer to improve their work. I also see the same thing on the NFC implementation on Menoo!, if the number of cooperated merchants already many, this application can give full service, not only restaurant review but also AR facilities, deals, search. In addition, NFC also can be developed for many other facilities such as discount, check-in, menu view—review, and many others. While the handset sold for IDR 2 million or more can be the main Android phone competitor. However, for fanatic Nokia users, Nokia 600 and 700 can be the favorite one.

For OS, those mobile phones have adopted Symbian Belle. Belle is said to be not only an updated version of Anna (the previous Symbian generation), but it also has been upgraded. Although I only tried for a while, but it seemed that there are many interesting upgrade, for example is the better navigation menu. Nokia mobile phone navigation menu is one of the less fun thing; it’s uneasy and complicated. Now, in Symbian Belle, application option menu is shown in the same screen.

Besides, Nokia also improved the widget email. Previously, we could only read some new emails while now we can scroll down to see the complete email list. At least there is some “taste” of other OS (for example iOS) on Symbian Belle.

Honestly, the most interesting thing for me is the application development of NFC, which might be still in the early stage but the further implementation of it will be interesting and worth to wait. Actually, it is not a matter of Nokia or other company that provides NFC on their handset, the more important thing is the adoption. On the other hand, Nokia market in Indonesia is still big; it is a chance to make the adoption and promotion of NFC become easier. Not only, tech-savvy, I think those factors be the consideration of Nokia with “light” NFC.

Nokia mobile devices with NFC technology have been available in Indonesia. Irwan Hermawan—Nokia Indonesia Product Manager explained that Nokia 700 has already available on market while Nokia 600 will be available in December. Therefore, besides the strategy of Nokia Indonesia, why don’t we also watch the adoption of NFC users and how developers react on this chance.