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	January 21, 2010 2010: A Crossroads For NFC Mobile Payments Trusted Service Manager And Ecosystem Fragmentation Will Slow Cross-Market Deployments by Edward Kountz with Benjamin Ensor, Thomas Husson, Courtney Tincher	Average: 9  (1 rating)

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Executive Summary

Applications based on Near Field Communication (NFC) technology will advance in 2010 as NFC handsets finally reach commercial availability and some pilots move to limited commercial deployment. Yet consumer product strategists seeking to introduce commercial mobile contactless payments will still struggle against an immature ecosystem, general lack of NFC-capable handsets, and competition among competing trusted service manager models to provide application personalization and provisioning. While piloting of NFC is increasing and interest in the technology's potential is clear, consumer product strategists looking to monetize NFC applications should proceed slowly through 2010, focusing market by market for wins while building the partnerships necessary to take mobile contactless payments mainstream.

TABLE OF CONTENTS

• The TSM: The Trusted Intermediary In The NFC Ecosystem
• 2010 Will Be Pivotal For NFC, But Several Challenges Remain

RECOMMENDATIONS

• As The Ecosystem Evolves, Product Strategists Must Temper Expectations
• Supplemental Material
• Related Research Documents

This is an excerpt

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