Apple appears to want to own ‘tap/touch’
Here at GoMo Towers, we were beginning to think that we were alone in believing that it was a big mistake, huge for Apple to have failed to built support for NFC [Near Field Communication] into at least the iPhone 5s and maybe even the iPhone 5c. In fact, it probably makes more sense to support NFC in emerging markets. After all, in some cultures signing documents is a far from simple process. Luckily at least one other industry player agrees with us .As Neil Garner, CEO with Proxama, says, “Apple is now the only major phone manufacturer not including NFC technology as a standard smartphone feature.” Let’s be realistic here. NFC is going to become universal just like Bluetooth. But Apple appears to want to own ‘tap/touch’.
Looked at from another angle, it seems weird that Apple isn’t supporting NFC. After all, it has just proved it understands the value of authentication.
In Garner’s words, “It’s of particular interest to see Apple enhancing user authentication and device security with the home button fingerprint swipe.”
“This also makes payments through iTunes even simpler and more secure, which sets the bar for other retail payments services,” he added.
So why ignore NFC? The clue is here. “Consumers are becoming increasingly familiar with ‘tap’ interactions as part of their daily routine,” Garner observed.
Tap is the key word. Apple understands the simplicity of tap/touch. That’s why it has built support for AirDrop into its iOS mobile OS.
You can exchange contactless data with AirDrop. It’s wireless too, just like NFC. The difference is that Apple owns AirDrop and it forces Apple customers to communicate only with others who possess Apple hardware.
Which is a massive mistake because the infrastructure for NFC interactions is gaining pace globally, with millions of contact payment cards and terminals being installed as Garner revealed.
Here’s the clincher. “Apple’s desire to incrementally build its own platform ecosystem rather than integrate with others comes through loud and clear with the iPhone 5s, particular the end-to-end digital creativity experience that the new camera functions allow,” Garner maintains.
Anyone with even the remotest knowledge of retail will tell you exactly how long it takes the main retailers to update their systems.
They are doing it now for NFC. Will they bother to become AirDrop compatible, too? Fat chance.
Mr Cook. You are making a big mistake.