Research In Motion (RIM) has partnered with Tapit, a Sydney based Near Field Communication (NFC) marketing company, to launch the first campaign by a mobile phone manufacturer in Australia that utilises and promotes NFC technology.
NFC is a short range wireless technology that allows communication between devices, such as NFC-enabled smartphones or a smartphone and a NFC tag. RIM’s campaign will see NFC-tagged posters and NFC-enabled tokens posted and handed out by street crews, which users can ‘tap’ with their NFC-enabled smartphone to receive content about BlackBerry Messenger and BBM Music direct to their device.
“NFC is an innovative technology which is enabling smartphones to become even smarter platforms. We believe NFC will be increasingly used in Australia in a variety of ways including making mobile payments with your smartphone, transferring information or even using your smartphone as a digital key. The potential of this technology excites us at RIM, driving us back to our heartland, which is innovation, and allowing us to offer new possibilities to our customers,” said Adele Beachley, Managing Director for RIM Australia.
“Partnering with Tapit will allow us to showcase the power of NFC in marketing. RIM recently launched BBM Music and NFC is a great way to share this application and information about this service with consumers,” said Beachley.
The BlackBerry Bold 9900 and BlackBerry Curve 9360 both feature built-in support for NFC and are currently available in the Australian market. (There are additional BlackBerry Bold and BlackBerry Curve models that are NFC-enabled available in other markets.) RIM is committed to supporting the advancement of NFC and will continue to equip future smartphone models with NFC technology. For images of the devices click here.
Tapit was established in early 2011 and is the Australian leader in NFC marketing services. Tapit CEO and Co-Founder Jamie Conyngham said, “RIM is pioneering an initiative to educate consumers about the rise of NFC in Australia and BlackBerry Bold 9900 users are some of the first Australians to be able to make use the technology.”
“There is such amazing potential for companies to utilise NFC in a variety of areas, including in their marketing strategies as it provides an instant call-to-action for consumers and puts content straight into their hands. Through this campaign and via the launch of its recent NFC-capable devices, RIM is helping drive NFC in Australia.”