European Telecom Giants Want New NFC Logo

by Mercator Advisory Group 0

Five of Europe’s largest mobile operators are joining forces to revamp the NFC logo in an attempt to make the NFC technology more recognizable to consumers. Telefonica O2, Vodafone, Deutsche Telecom, Telecom Italia, and France Telecom Orange have decided that the NFC Forum’s (the industry body in charge of regulating and promoting NFC technology) proposed graphic is not strong enough to resonate with consumers and want a new logo designed.

O2’s Nick Wilkin told NFC World: “This is something we all think is necessary. It’s very much in the discussion stage at the moment, but we all agree it’s something we should have.” Creating an instantly recognizable logo for NFC, which could also encompass contactless card reader technology, is important to ensure the take up of both technologies goes smoothly. Wilkin noted: “Whether we use the three waves you see on contactless credit cards today, or make a new design, the point is to make sure it’s as easy as possible for customers to see whether they can use their phone at a checkout.”SMS only took off once there was interoperability between technology standards and operators, and we need the same for NFC,” he said.

As Wilkin correctly points out the growth of NFC technology is tied to its public image. If NFC technology is to become widely used among the consumer base, it will have to stand out against the growing number of alternative payment methods that are beginning to saddle the market. Consumers are confronted with a number of payment methods and an instantly recognizable logo will go a long way in steering consumers towards paying with NFC.

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