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The mobile space is one of the fastest-evolving in all of the technology world and because of that, it's no surprise that many companies are struggling to keep up.
From the smallest business struggling to figure out how to build a mobile-friendly website to the largest consumer internet brands struggling to build compelling mobile experiences, mobile offers just as many challenges as it does opportunities.
Apple's iPhone may be the smartphone, and the latest iteration of it, the iPhone 5, which was unveiled Wednesday, looks set to sell like hotcakes, even if some are disappointed that Apple hasn't done more.
But while Apple may not have made any bold strides this week with the iPhone 5 itself, one new application in iOS 6, Passbook, could represent an important step for Apple as it looks to taking its dominance in the smartphone arena and extending it to other mobile opportunities, such as commerce and advertising.
As the name suggests, Econsultancy’s Future of Digital Marketing conference is about looking ahead to emerging trends and technologies.
In a talk about changes to interactive experiences, Foolproof founding partner Tom Wood looked at four technologies that are becoming more common in marketing campaigns, and whether they are likely to be around in the long term.
Only 17% of UK consumers are ‘completely aware’ of what contactless mobile payments are, according to a survey by eDigitalResearch.
However, 67% of respondents have heard of the technology before, suggesting that more needs to be done to educate consumers about how NFC works.
This tallies with research published recently by VoucherCodes.co.uk which found that 55% of British consumers were unable to name a single mobile payment brand.
NFC smartphone payments are slowly making their way into the mainstream, but there is still a long way to go before we see widespread consumer adoption.
Visa plans to use the London Olympics as a showcase for mobile NFC, although the trial will only involve a limited number of athletes.
And the infrastructure for consumer adoption appears to be in place with more than 140,000 contactless terminals around the UK.
So what is holding smartphone payments back?
To find out more about NFC payments and the opportunity for retailers, I spoke to The Logic Group's marketing director Mark Kusionowicz.
Visa has confirmed that it will showcase mobile NFC payments at the London Olympics using Samsung’s new Galaxy S3.
Samsung even plans to create a limited edition handset for the occasion, but the bad news is that only athletes are being invited to take part in the trial.
The NFC payments are enabled using Visa payWave, an app that allows consumers to use their smartphone to pay for goods at the point of sale simply by touching it on a card reader.
Only 13% of European consumers have scanned a QR code within an outdoor advert, according to research from CBS Outdoor and Kantar Media.
This is despite that fact that the study showed awareness of QR codes to be at 40%.
Interestingly though, in comparison to other interactive mobile technologies, QR codes are still performing well.
PayPal has launched QR code shops in 15 Singapore subway stations, copying a tactic first rolled out by Tesco in South Korea.
The experiment allows commuters to buy Valentines gifts from eight retailers by scanning the QR code on their smartphone.
Mobile payment tool Square has won the endorsement of President Obama and is to be used for his re-election campaign.
Staff will be given Square hardware to process donations from supporters. The small credit card reader plugs into the top of iPhone, iPad and Android devices and a free Square app processes the payment.
PayPal’s mobile payment system has gone live at 51 Home Depot stores in the US.
The eBay-owned company has also reported that its mobile payment volume reached $4bn in 2011.
One million NFC-enabled cards will be issued, 500 ATMs upgraded and 15,00 new point-of-sale terminals installed around the city.
In late 2009, PayPal president John Donahoe indicated that he believed online payments should account for 20% of global payments, even though, at the time, they accounted for just 5%. His goal: find ways to grow that number.
There are a lot of ways of doing that, but none may be as promising as mobile payments.