As the world of Apps, particularly mobile, have stormed the marketplace and left the social space feeling like a red headed step child. One wonders, and rightfully so, if NFC (Near Field Communications) will do the same thing. This is not to say that the social space is all dried up but rather that it has matured. As a social media expert in Dallas, the people I communicate with all agree, the cross roads where corporations are learning to capitalize in the social space has been breached. The lingo has been all worked out and the two parties (consumers and corporations) agree with the new language.
Consumers say “if you’re engaging, entertaining and provide value, I’ll listen to, ‘Like’, and use your brand”.
The Savvy Corp. says “how about video, games and Apps?”
Apps were the new social media last year. As corporations finally realized that the social market could bear the promised fruit, if only certain rules were followed, Apps became the standard way to achieve that long lost positive ROI that had been promised all this time.
And as is standard fare for tech. As soon as you blink, things are already changing.
Enter the social media, near field communications. Still in its infancy near field communications has amazing promise and what gives it more hope is that Google or more specifically Google Wallet is powering the innovation. Initially developed as a quick way to check out of a store via your mobile device. Now, instead of whipping out your piece of consumer plastic, simply swipe your phone and… viola, your product is paid for. And while this seems and obvious evolution, the technology surrounding security has not been so obvious.
Now on the verge of launch, coming 2012, the new applications driven by this tech are amazing. And whats more amazing is that corporations are lining up to use this new technology just as poorly as they approached social media a few years ago. As predictable as they are the corporations will once again use NFC to “Push” their messages. This of course will delay the use of the new applications as they become more available, as consumers don’t derive value from them, as the corporations aren’t providing any. I’m sorry but learning that your new mobile phone is 20G is not important to me.
Imagine being able to get served a video after swiping your phone or getting a great new video served to your phone as you walk by a concert poster. Again, Predictability, advertisers, corporations and the media will want to serve you messages about how awesome their new fancy product is.
Instead imagine a savvy corporation wanting to serve its savvy client a ridiculously funny video after they just used your MasterCard or a band giving you their latest kick-ass video free for download with a link for 20% discount on concert tickets in your town. Imagine hidden engagement, entertainment and value hidden everywhere in our environment. Every machine you walk by, every pair of jeans you find in a store, imagine those “Easter Eggs” everywhere in your environment. Imagine your environment, your real environment becoming completely interactive with your online world. Well that’s the new “social media” I want.