Employment and Acceptance of Near Field Communication in Mobile Marketing

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Author(s): Klaus-Peter Wiedmann (Leibniz Universität Hannover, Germany), Marc-Oliver Reeh (Leibniz Universität Hannover, Germany)and Henrik Schumacher (Leibniz Universität Hannover, Germany)
Copyright: 2010
Pages: 23
Source title: Handbook of Research on Mobile Marketing Management
Source Author(s)/Editor(s): Key Pousttchi (University of Augsburg, Germany)and Dietmar G. Wiedemann (University of Augsburg, Germany)
DOI: 10.4018/978-1-60566-074-5.ch011

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

Near Field Communication (NFC) is a short-distance wireless technology which allows user friendly networking of mobile terminals, e.g., cellular phones and PDAs, as it does with stationary units like Automated Teller Machines (ATM). Hardware producers, network operators and service providers are willing to implement NFC technologies in order to offer new services to their customers. The main goal is to increase the attraction of the underdeveloped areas of mobile commerce and make them more interesting for owners of mobile devices. If and how much real potential there is in NFC as a basic technology to really provide new impulses in mobile commerce and mobile marketing so that a higher acceptance can be reached are remaining open questions. This chapter tries to approach these questions and to provide possible answers by outlining relevant applicative examples and further configuration options of NFC technology as well as by discussing their acceptability.a

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Employment and Acceptance of Near Field Communication in Mobile Marketing

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