Build the brand and they will come

OPINION: One way to put yourself in prime position on the day NFC handsets finally become widely available is to start building your brand now, regardless of whether there are limits on the level of service you can currently offer.

That’s the approach taken by Telefónica’s UK operation, with its launch of O2 Money, and a similar ‘get the name out there now, add features later’ strategy is being employed in Ireland by Zapa Technology, and by many others, too.

Nokia’s move to trademark the brand name ‘Nokia Money’, meanwhile, suggests that it, also, may have plans to build a consumer brand in the NFC space — and to push forward the adoption of NFC without the need to wait on the operators or the banks…

Sarah Clark, Editor

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