NFC technology for iPhone has been jokingly called ”Not For Commerce” and “Not For Consumers” technology. As recently as 2012, eBay’s Chief Executive, John Donahoe, dismissed the technology as a viable prospect to turn cell phones into mobile wallets. Less than 2 years later, Apple is trying to change the game again. But are they hindering marketers’ abilities to engage with consumers via the technology by restricting its utility to Apple Pay?
What implications will Apple’s introduction of NFC to its devices have on marketers? Is Apple’s delay to open it up to third-party developers a way for them to control the evolution of the technology or a strategic play?