Einar Rosenberg, chief executive of NFC specialist Narian Technologies, reckons most users don’t think much of the contactless technology, which, in turn, is holding back NFC-based payments.That’s why he’s launched a new company – Creating Revolutions – to bring to market a range of NFC applications that he reckons will generate some much-needed buzz.
“It’s idealistic and ambitious, and I don’t expect to make any money out of it,” he told Mobile World Live, “but I want to bring NFC to the masses and make it cool.”
Rosenberg aims to launch 12 new applications over the next 12 months, although only one of them, the twelfth, “might have a payment element”.
The first application is already out in beta phase. Called MyCard, it allows users to exchange personal information, which can combine video, audio and touch. Full commercial launch is expected in May.
Rosenberg says a range of devices have been fully tested for the MyCard app, including the Samsung Galaxy III and Note 2, Google’s Nexus 4 and LG Optimus G.
Creating Revolutions is split into four teams around the world, each working on different applications.
Rosenberg would not reveal any detail about what types of new NFC apps are in the pipeline, but stressed that each would entail a new concept. “They are totally independent from one another,” he said.
Aside from a general dim perception among users about NFC, Rosenberg believes another reason why NFC-based payments has not taken off is the complexity of the eco-system with numerous players each trying to get a piece of the action. “It’s chaotic and bureaucratic,” he said.
Lack of consumer education about NFC has also been a stumbling block. “And when users are educated,” he added, “they are usually mis-educated, wrongly believing that it’s not secure.”