‘NFC needs a rebrand’

Mobile payments and NFC are in need of a rebrand if they are to scale more effectively, according to Tony Moretta, the top marketer at mobile operator joint venture Weve.

Visa NFC

Speaking yesterday (12 September) at a roundtable event hosted by NFC firm Proxama, Moretta argued that messaging to consumers over mobile payments using NFC was thus far flawed and that businesses from the banking, retail, and telecoms sectors needed to better unify their messaging if NFC is to become a mass market proposition made available to marketers.

“Anything known by a technical acronym is never normally a good sign,” he said. “The brand is key if things are to happen at scale… The conversations we’re having with the banks and other companies are about doing things at an industry-wide level. Can you imagine how powerful it would be if you had 80 per cent of the banks and mobile operators calling it the same name?”

During the same event, Moretta also outlined more details on the joint venture company’s planned mobile loyalty app which will be made a available in beta to retailers by the close of the year.

The app will effectively be an “aggregator app” that will allow users to store their loyalty cards from a variety of retailers. The app will then let retailers send push notifications to their customers.

Recommended

tricia-wilber-disney-2013-304

Q&A: Tricia Wilber, Disney

Josie Allchin

As part of Marketing Week’s profile of Disney’s Tricia Wilber, features editor Lucy Handley quizzes the brand’s CMO for the EMEA regions and general manager for Disney Channels about her biggest marketing challenges.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now