ADOPTION OF NEAR FIELD COMMUNICATION
TECHNOLOGY IN BUSINESS TO CONSUMER SERVICES
Arto Wallin, Juha Häikiö and Jaana Määttä
VTT Technical Research Center of Finland, My, Kaitoväylä 1, Oulu, Finland
Keywords: Adoption of mobile services, Near Field Communication, NFC, NFC-based mobile services.
Abstract: Touch based interaction has been found out to provide fast and easy way to use mobile services. Near Field
Communication technology (NFC) is one of the most promising ways to conduct touch based interaction
with mobile phones. In this paper our aim is to identify challenges of the adoption of NFC related business
to consumer services. The results of this study are based on three pilot cases conducted in Finland in 2007.
Our research presents findings based on qualitative company interviews and both quantitative and
qualitative user questionnaires. We conclude that there are several challenges in the adoption of NFC-based
applications. However, expect for the shortage of NFC enabled mobile phones, challenges of the adoption
may be reduced with careful planning and implementation of NFC-based applications.
1 INTRODUCTION
Although the diffusion of mobile phones has been
outstanding during last years, use of mobile services
has not gained comparable success. One reason
behind the slow diffusion of mobile services might
be that the usability of mobile services has not been
at a sufficient level. This is partly caused by the
poor user interfaces of today’s mobile phones, which
can be experienced when, for example, trying to
type text or navigate in menus using mobile phone’s
keypad. Difficult user interfaces may even totally
prevent some users, such as elderly people, from
using mobile services.
Difficult user interaction of traditional mobile
services has created a need to develop easier and
more intuitive user interfaces. A promising solution
for this problem is based on a physical selection
method, in which users interact with the digital
environment by touching Radio Frequency
Identification (RFID) tags with the mobile devices
(Välkkynen, Niemelä & Tuomisto, 2006).
According to the previous study by Riekki et al.,
services used by touching were experienced as ease
to use and learn. Touching was also appreciated,
because “it gives clear feeling of control” (Riekki,
Salminen & Alakärppä, 2006).
Touch based user interaction can be conducted
with a mobile phone by using new short range
wireless communication technology called Near
Field Communication (NFC). One of the main
advantage of the NFC technology is that it can be
used to communicate with other mobile devices or
tags without a configuration (Calvet, 2005).
Therefore, the communication with the NFC enabled
mobile phone should be as simple as touching
objects.
In addition to the advantages for consumers in
form of usability, use of touch based interaction
technology may provide business benefits for
service providers. In the case studies reported in this
paper, NFC technology was used by the service
providers with an aim to improve the effectiveness
of their service processes. Hence, besides increasing
customer satisfaction, the service providers expected
that the NFC technology might also provide indirect
cost savings to them.
Despite the clear benefits of a touch based user
interaction, the adoption of NFC has not been as fast
and wide as some have expected (Balaban, 2007).
After the fade of initial hype, there still exist some
challenges that have to be overcome before the wide
scale adoption of NFC is realized. This paper aims
to identify and analyse these challenges using both
quantitative and qualitative data obtained from three
pilot cases conducted in the city of Oulu during the
autumn 2007. Data contains both the service
providers’ and the consumers’ perceptions about the
challenges of adoption.
247
Wallin A., Häikiö J. and Määttä J. (2008).
ADOPTION OF NEAR FIELD COMMUNICATION TECHNOLOGY IN BUSINESS TO CONSUMER SERVICES.
In Proceedings of the International Conference on e-Business, pages 247-254
DOI: 10.5220/0001911302470254
Copyright
c
 SciTePress

The paper is organised as follows. Section two
introduces a theoretical background and earlier
studies related to the adoption of NFC technology
and mobile services. In the section three, we present
our research methodology and pilot cases. We will
then present the results of our empirical studies in
the section four, which is followed by the discussion
and conclusion.
2 RELATED RESEARCH
Theory and experiences about the adoption and
diffusion of innovations has been studied for years.
Even today many papers are based on diffusion
innovation model introduced in 1962 and later
refined by Rogers (1995). Innovation adoption
theories focus on identifying and describing factors
that have some effect to the adoption. Kargin and
Basoglu (2006), for example, introduce framework
for adoption factors of mobile services. They state
that usefulness of the mobile service and past
experience influence on the consumer’s attitude
towards new technology and thus to the adoption of
technology.
Although there is plenty of research about the
adoption of mobile services (e.g. Nysveen et al.
2005; Bouwman et al., 2007; Carlsson et al., 2005),
the research about the adoption of NFC-based
mobile services is almost non-existent. Main reason
for this is the novelty of NFC technology. Despite of
the novelty, touching as an interaction technique in
NFC-based applications has been studied in several
studies. These studies consider touching with a
mobile phone as a very promising interaction
technique (Rukzio et al., 2006; Riekki et al., 2006;
Välkkynen et al., 2006; Anokwa et al., 2007).
Some studies have already evaluated usability of
the NFC technology in form of case studies. Jaring
et al. (2007) survey the results of six small NFC
pilots, which are focused on improving mobile
solution workflows and usability. They conclude
that NFC based solutions are easy to use, but the
small and limited keypad poses challenges to the
design of NFC applications. Häikiö et al. (2007)
have studied the use of the NFC technology in
elderly care environment. The study provides
evidence that the adoption of the touch based
interaction does not require a specific knowledge or
experience with technology. In addition, elderly
people, who had impaired motor skills, were able to
use a touch-based user interface in the pilot test.
User acceptance of services is a crucial condition
for the success of mobile services. Some existing
acceptance models emerge issues, which can be used
as an evaluation framework for mobile services.
Kaasinen (2005) has developed Technology
Acceptance Model for Mobile Services. This model
has its roots in Technology Acceptance Model
created by Davis (1989). In Kaasinen’s model user
acceptance of mobile services is consisted of three
factors, which affect the users’ intention to use a
mobile service. These factors are perceived value of
service, perceived ease of use and trust. According
to Kaasinen (2005), the fourth factor, ease of
adoption becomes more central, as a user proceeds
from intention to the actual use. These fore-
mentioned factors of Technology Acceptance Model
for Mobile Services can be seen also as a foundation
for examination of NFC-based mobile services.
3 RESEARCH SETTING
The purpose of our research was to examine
suitability of the NFC technology to selected
business to customer services and to find out general
barriers to adoption of NFC technology. Since this
topic is quite new, our research approach is
explanatory and it presents finding of both
qualitative and quantitative research conducted in
three individual pilot cases. Table 1 summarises the
characteristics of these pilots including the user
amount, the duration, the user segment and the goal
of the pilot. More detailed information about the
pilots is presented in the following subsections.
The objective of the qualitative research was to
find out detailed information about business actors’
expectations, experiences and challenges
considering the adoption of NFC in their service
processes. Interviewed actors included upper level
managers from two private companies and two
public organisations. At least one interview was
conducted in each of these four organisations. In
addition, restaurant pilot included three interviews
with operational level employees. All interviews
were conducted after the finish of the pilots in the
beginning of 2008. Interviews followed semi-
structured format and lasted from one to two hours
each. The interviews were recorded and transcribed
for the further analysis.
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248

Table 1: Summary of the analysed pilots.
Pilot
#
Pilot name Responses /
Users
Duration User segment Goal of the pilot
1 SmartParking 48/51 +
5/5 traffic
wardens
2 months Frequent
parkers/traffic
wardens
Improve effectiveness of parking in
city area. Provide fast, easy and
efficient parking solution for
customers.
2 Fast track of
restaurant Pannu
23/27 5 weeks Restaurant’s
regular customers.
Provide fast ordering and payment for
busy lunch time customers.
3 Oulu city theatre 101/141 2 months
(8 plays)
Employees from
several different
companies.
Improve customer experience and
provide fast and easy ticket checking
and refreshment reservation.
Companies selected to the pilots were expected
to benefit from the use of NFC technology in their
business processes. In order to find out a clearer
vision for the NFC technology opportunities, the
first section of the interview concentrated on
organisation’s background information, a position at
the market and a current technology usage. The
second part surveyed the effects of NFC technology,
which were detected during the pilots. The aim was
to find out what benefits and challenges are directed
to the business actors’ service processes. The last
part considered pros and cons of the NFC
technology in a more general level.
The objective of the quantitative research was to
find a general overview about the drivers and
barriers for the customer adoption of NFC in
different services. The data was collected with web
and paper based user questionnaires. Pilot
participants received an e-mail with a link
forwarding them to the questionnaire or they filled
the paper questionnaire after a pilot period. The
number of customers participating in the pilots is
reported in the table 1. Altogether, there were 224
pilot participants who used NFC enhanced services
in the pilots. Final response rates of questionnaires
of pilot 1, 2 and 3 were 94%, 85% and 72%,
respectively. The response rates can be considered to
be very high especially in pilots 1 and 2.
All pilot participants received Nokia 6131 NFC
phone for the pilot period. These NFC-enabled
phones were equipped with proper applications for
the pilot use. NFC related services and information
was available without a charge to the individual pilot
customers. Moreover, pilot participants were
allowed to use NFC enabled phones for free of
charge during the pilots, also for their own purposes.
3.1 Pilot 1: SmartParking
The objective of the pilot was twofold. Firstly, the
aim was to provide flexible and efficient mobile
parking solutions to the citizens. Secondly, traffic
wardens tested a new NFC based parking control
solution, which was envisaged to improve the
effectiveness of the parking control. Although the
NFC based parking control was highly appreciated
by the traffic wardens, it will not be analysed in
detail, since the focus of this paper is on the business
to customer services.
A main pilot group consisted of 51 customers
who parked frequently at the city area. Customers
were able to use SmartParking for on-street parking
and also in one parking hall located in the city
centre. On-street parking transaction was initiated by
touching an NFC tag attached to car’s windscreen. A
user had to then select a parking zone either by
touching one of the parking zone tags attached to
fare collection machines and lamp posts, or
alternatively, selecting a zone code manually from
the phones menu. The selection of the parking zone
by touching is illustrated in Figure 1. Parking time
started running after the touch to the parking zone
tag and it ran until user came back to her/his car and
touched again the tag on the windscreen. Hence,
SmartParking allowed charging from the exact time
the car was parked.
Figure 1: A user selects a parking zone by touching an
NFC tag on the fare collection machine.
In-house parking was initiated when customers
arrived at a gate of a parking hall and they touched
ADOPTION OF NEAR FIELD COMMUNICATION TECHNOLOGY IN BUSINESS TO CONSUMER SERVICES
249

an NFC reader near the gate. The touch to the NFC
reader opened the gate and parking time started
running. Customers repeated the same operation
when they left the parking hall, which stopped the
parking time. In addition to the NFC-based parking
application, customers had a possibility to download
information to their phones by touching info tags,
which were attached on parking meters.
3.2 Pilot 2: Fast Track of Restaurant
Pannu
An initiating problem behind the pilot was that busy
workers want to have fast service at the restaurant
because of their short lunch break. However, since
most employees come to the restaurant at the same
time, traditional service, where a waiter asks for
orders, may be quite slow. In order to find a solution
for this problem, a new “fast track” service concept
was developed. The fast track provides an
opportunity for the busy customers to select their
lunch by touching the RFID tagged menu with their
NFC enabled mobile phones, which is illustrated in
Figure 2. The lunch order was directed straight to
the kitchen without intervention of the waiter. In
addition to placement of lunch order, customers
were also able to pay for their lunch using NFC
phones and information tags provided a possibility
to download information to the mobile phone.
Figure 2: Touching a tagged lunch menu with an NFC
enabled mobile phone.
The objective of the pilot was to test the
suitability of the NFC technology to the restaurant
environment and find out if it could ease the rush
time at the restaurant. Restaurant Pannu invited 27
of their regular lunch customers to participate in the
pilot. Customers, who were selected to the pilot
group, used restaurant frequently during lunch
hours, but they also hoped to have faster lunch time
service. 11 customers used the NFC enabled phone
also for the payment of their lunches. The payment
transaction was conducted by tapping the NFC
enabled phone on the contactless point of sales
terminal. The used terminal was a commercially
available RFID based terminal provided by a cash
register provider.
3.3 Pilot 3: Oulu City Theatre
The target of the pilot was to develop theatre’s
service processes and deliver more added value to
theatre customers with more flexible and easier
NFC-based activities. Since the queuing and slow
ticket checking activities were seen as bottlenecks,
one of the main activities in this pilot was a mobile
phone specific ticket stored in the back-end system.
The ticket was checked before entering to the play
by ticket checkers’ NFC enabled mobile phone. In
practice, a theatre-goer and a ticket checker touched
each others’ mobile phones. Theatre pilot included
also other NFC related activities, such as, pre-
reservation for interval refreshments, reclaiming of a
programme for the play, downloading information
via info tags and downloading video trailers from
smart posters.
The pilot participants, 141 persons with average
age of 44.5 years, tested and used NFC based
services before and during the plays. Each
participant visited at least in one play. The
participants were informed about the theatre pilot by
sending related information to companies locating in
Oulu region. Selected participants were groups of
employees from diverse industry areas. After the
participants had visited the theatre and watched the
play, they received web questionnaire to give a
feedback about the use of NFC in theatre
environment.
4 RESULTS FROM THE PILOTS
Analysis of the data obtained from the pilots reveals
several common challenges for the adoption of NFC
based services. In the following these challenges are
divided into two categories based on the actor whom
the challenge primarily concerns.
4.1 Customers’ Barriers to Adoption
The use of info tags revealed to be easy regardless of
use experience concerning NFC-enabled mobile
phone. Use period of NFC-enabled mobile phone
was very short in the theatre pilot when compared to
other pilots. However, users experienced touching
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250

and learning to use the info tags very similar in the
theatre pilot and the restaurant pilot. A following
table present average values concerning experience
about learning to use info tags and successful
touching. The scales in questionnaires were from 1
(“very difficult”) to 5 (“very easy) concerning
learning and successful touch and from 1 (“totally
useless”) to 5 (“very useful”) concerning usefulness
of info tags’ content.
Table 2: Average values concerning experiences about
learning, touching and usefulness of tags’ content pilot-
specifically.
Pilot/Feature Theatre
Pilot
Restaurant
Pilot
Learning 4.59 4.64
Successful touch 4.63 4.60
Usefulness of info tag content 3.00 3.07
Opinions about usefulness of info tags’ content
varied among pilot users. 14 out of 23 users used
info tags in the restaurant pilot. Info tags were
touched 143 times during the pilot. Thus, there were
approximately 5 touches to info tags per user in the
pilot. Those, who did not use info tags in restaurant,
stated that they did not have need to use those tags
or content of tags was not interesting. Three of those
users, who used info tags, saw that info tag content
was very useful for them. However, many users did
not see available info tag content very useful for
themselves in lunch time.
Set of info tags was also available for pilot users
in the theatre pilot. Experience about usefulness of
info tags’ content was very similar with experiences
in the restaurant pilot as shown in the table 2. Some
users saw that info tags were nice extra to the theatre
experience. In contrast, some users stated that info
tags did not provide interesting information content
for them. Info tags were touched 275 times in the
theatre pilot. This means approximately 2 touches to
info tags per user during the pilot. Smart poster tags,
which offered information about theatre plays, were
more popular. They were touched 345 times during a
pilot period. Most of those users, who did not use
smart posters, told they did not have time to use
poster tags or they did not even notice these tags in
the theatre.
The placement of info tag application in
SmartParking pilot differed from the tag placement
in two other pilots. The info tags were placed
outside where those were attached to the parking
meters (Figure 3). Context of use was clearly
different than in other pilots, because car drivers
wanted usually to get through the parking payments
very quickly. Therefore, the other services in a
parking meter were easily ignored. Moreover, many
of those users, who used info tags, did not see the
content of tags necessary for themselves during
parking. For these reasons, the use of info tags was
quite low in the SmartParking pilot.
Figure 3: Info tag menu in a parking meter.
None of the pilot users had ever used an NFC-
enabled mobile phone before the pilot tests. Thus, in
order to use NFC-based mobile services after the
pilot period they should invest in a new NFC-
enabled mobile phone. Although many users were
willing to use NFC-enabled mobile services also in
the future, a demand for buying a new NFC phone
was experienced as a confine to the future use.
Furthermore, because of the limited supply of NFC
services, many persons were not ready to buy a new
NFC-enabled mobile phone just for few services.
In the theatre pilot many users saw a price of
services as an essential criterion for the future use of
services in theatre environment. In the restaurant
pilot 6 out of 22 users would be ready to pay for the
services available during the pilot. Some users stated
that they would use these services also in the future,
if the service would be inexpensive. Overall, many
users required that services should provide a clear
benefit for them before they would be ready to pay
for the services.
4.2 Service Providers’ Barriers to
Adoption
Service providers’ challenges and barriers to the
adoption are based on the interviews with business
actors. Interviewed actors emphasized the fact that
ADOPTION OF NEAR FIELD COMMUNICATION TECHNOLOGY IN BUSINESS TO CONSUMER SERVICES
251

benefits of the NFC technology are not expected to
be realized immediately. However, they all believed
that the NFC technology might somehow benefit
their business in the future.
Firstly, interviewees experienced a low
penetration rate of NFC enabled mobile phones to be
main obstacles in short term adoption of NFC
technology. The penetration rate was considered to
be especially important in the cases of SmartParking
and city theatre, which require large customer bases
to be justifiable from the business perspective.
Secondly, substitutive technological solutions
were considered as a notable challenge to the NFC
adoption in piloted use cases. This challenge was
highlighted in the discussions with managers of
restaurant and parking operator. According to the
restaurant manager’s opinion, the need of NFC
based ordering application may be questioned when
waiters’ wireless handheld devices become more
general. However, interviewee considered NFC to
be very potential complementary payment
technology to be used in restaurants. From the
viewpoint of parking operator, some other
technological solutions, such as long distance RFID
or licence plate recognition, are competing in the
same category with NFC when investment decisions
are made. Thus, interviewee from parking operator
stressed that the new technology should bring some
additional value in comparison with other potential
technologies.
Lastly, interviewees regarded that the
interoperability of NFC with existing information
systems is of considerable importance.
Municipality’s parking supervisor stated that it
would be very difficult to start using new parking
solution that would be incompatible with existing
mobile parking systems. Importance of
interoperability was also noticed in restaurant
environment. This was stressed in the interview with
the restaurant’s management, since some of the
value that customer perceived from the mobile
payments was eroded because of the integration
problems of the NFC point-of-sales reader and the
cash register.
5 DISCUSSIONS
In this section we propose a sequence of research
propositions related to the barriers to adoption of
NFC technology and suggestions how these barriers
can be lowered or even totally removed. Following
propositions are provided with illustrations and
explanations from previously introduced pilot cases.
Proposition 1. Real added value is a required for
the customers’ adoption of NFC enabled services,
especially if customers have to pay for it.
As the results presented in the section 4 point out
consumers require meaningful content in the
information tags, which provides added value for
them. Furthermore, a content of info tags should be
suitable with environment and the context of use.
Significance of the environment was emphasized in
the theatre pilot, as theatre play related information
was more interesting than a content, which was not
directly related to the theatre visit. In the
SmartParking pilot car drivers tended to use a
keypad of a mobile phone more frequently than zone
tags in a parking zone selection. It is rather easy to
remember the different parking zones in the city
centre of a relatively small city, thus the perceived
value of the NFC application can decrease in
specific environment more than in another.
More meaningful services and content might also
increase customers’ willingness to pay for the
services. As restaurant and theatre pilots pointed out,
willingness to pay for the service and content varies
clearly between customers. Many customers were
not even willing to pay at all for the service or
content available in the pilots. More personalised
services might be one solution for this problem,
since those could deliver more focused content to
the customers.
To conclude, before an implementation of an
NFC enabled mobile service, it would be essential to
identify information and service contents, which can
provide added value to the customer in specific
environments. This is even more important in cases
where service provider requires that larger customer
groups would be ready to pay for the NFC-based
services.
Proposition 2. Penetration rate of the NFC enabled
phones has to be substantially higher before a
business to customer service intended for large
customer groups can be profitable.
Although there are several niche solutions where
NFC technology can be currently used successfully,
large scale business to customer services are still
waiting to be rolled out. The main reason for the
lack of large scale NFC enabled customer services is
the same as the interviews with companies and
public sector organisation pointed out: NFC services
intended for the large customer groups require a
wider diffusion of NFC enabled mobile phones.
Therefore, the major challenge is how to get NFC
enabled mobile phones to the users who do not even
necessarily want a new phone. In addition, currently
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the shortage of different models of NFC-enabled
mobile phones limits users’ possibilities to select a
phone, which responds to their needs. The NFC
phone model selection is expected to increase in the
near future as different manufacturers have
published plans to introduce new NFC enabled
mobile phone models. So, at the moment, it seems
that this challenge might be gradually fading.
Proposition 3. Taking into use of NFC services
should be made as easy as possible for a customer.
A basic idea behind the NFC enabled mobile
services is that they should be easy to use and
adoption of use should not be difficult. Hence, in
order that the adoption of a new NFC-based service
would be as fluent as possible, it should not require
too many preliminary operations from a user before
the actual use of the service. Different initial
preparations, such as registration and requirement to
install an application, reduce consumers’ interest on
using the service. At worst, those can completely
prevent the adoption of an application.
In the pilots of this study, users received pre-
installed and configured NFC enabled phones for the
pilot use. Therefore, users were able start the use of
phone immediately without time-consuming
preliminary operations. In commercial use the pre-
installation of all NFC related application to the
mobile phone is not likely to be feasible. One
possibility to solve this problem is to offer settings
and configurations into a mobile phone by touching
an NFC tag. In that way the easiness of taking NFC
services in to use might be ensured.
Proposition 4. NFC service should be made
interoperability with an existing technological
infrastructure.
Fourth proposition is very important in the cases
where NFC based service is taken into use alongside
with other information systems. The importance of a
fluent integration is emphasized, because it may be
very expensive and complex for the service
providers to maintain two concurrent technological
solutions. Major issues may arise, for example, if the
service provider of an existing information system is
not willing or capable to integrate NFC based
services to the existing system. This may result in
high costs, if the whole information system has to be
redesigned or it may even totally prevent a company
from adopting a new NFC based service.
Proposition 5. Business value of NFC technology
should be more clearly represented.
A field of research is quite unanimous that the
measurement of benefits of mobile technology is
difficult and the assessment of potential future
benefits is even more difficult (e.g. Heijden &
Valiente, 2002). In spite of that it may be critical
from the service provider’s viewpoint to be able to
assess the business value of an investment to new
technology. Image benefits of being in the forefront
of technology developers may be counted as a
benefit by some business actors. However, when
companies from more traditional industries plan and
compare the investment on NFC technology to other
technologies, pointing out the business value is
essential. Therefore, more effort should be put on
the assessing the total benefits of the NFC
technology.
As opposed to the benefit assessment, more
effort should be also set to assessment of the total
costs of the NFC technology. Many indirect costs,
such as management of the tags or protecting the
confidentiality, integrity and availability of the
services should be remembered when planning to
implement touch based services for customer
markets. These issues may turn out to be of
significant importance if NFC solutions are used in
public places where those are left without the
supervision and those may be exposed to vandalism
or difficult weather conditions.
6 CONCLUSIONS
NFC technology makes it possible to implement
mobile services and applications, which are easy to
learn because of intuitive and natural interaction
technique. Although NFC technology has already
been successfully adopted in some business to
business services, there are still some challenges to
be overcome before the wide scale adoption of NFC
in business to consumer services can be reached.
Based on the results of three pilot cases, which
were analysed in this study, the main barrier to the
short term adoption is the shortage of NFC enabled
mobile phones. Also other challenges were
identified, however, these challenges can be taken
into account at the level of individual company
when NFC enabled services are planned and
implemented. Therefore, these issues should be
carefully considered before the implementation
phase of the service.
Our research has some limitations, which leaves
place to further research. Firstly, NFC services were
provided free of charge to the customers during the
pilots, which may not necessarily be the case in real
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253

life. Although customers were asked about the
willingness to pay for the services, more realistic
long term pilot should be conducted to find out real
business potential of the services. Secondly, the
selection of pilot participants was mainly based on
the customers’ own eagerness. For example in the
SmartParking case, the user segment of pilot
customers was mainly restricted to frequent parkers.
However, it would be important to know how
customers who need parking services less frequently
experience the service. Hence, future research
should pay focus on different customer segments
and their willingness to adopt NFC services.
ACKNOWLEDGEMENTS
This work was done in the SmartTouch
(www.smarttouch.org) project (ITEA 05024), which
is a project within ITEA 2 (Information Technology
for European Advancement), a EUREKA strategic
cluster programme. The SmartTouch project has
been partly funded by Tekes, the Finnish Funding
Agency for Technology and Innovation.
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