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?

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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?