Identive Introduces Cloud-Based NFC Tag Management

Identive Group announced the release of its cloud-based near field communication (NFC) tag management platform, which allows advertisers, retailers and organizations in the education, hospitality and other markets to manage the delivery of dynamic, targeted content and services to consumers' NFC-enabled mobile devices. The new platform will be launched at the NFC Solutions Summit, a conference and showcase for the latest developments in NFC technology being held May 22-24 in Burlingame, California.

"Identive's new NFC tag management service enables the creation of dynamic mobile marketing and service programs that allow brand sponsors, merchants and other content owners to test and tune their messaging in real time. Our cloud-based architecture also allows content owners to mobilize information into consumable bites for targeted demographics, resulting in more meaningful engagement with consumers," said David Holmes, vice president Mobility & NFC Solutions for Identive. "An innovative, interactive mobile dashboard app allows users to receive richer and more personalized content whenever they tap their phones to an associated NFC tag. Users can then shape their own experience by using the app to set preferences, save and organize tag content on their phones and later enjoy re-living the experience from favorite tags and sharing it via social networks."

Identive's NFC tag management platform builds on the Company's expertise in Software as a Service (SaaS) and NFC technologies and its experience in designing, manufacturing and deploying millions of NFC tags and readers. The platform leverages a cloud-based architecture that allows multi-tenant use and supports intelligent profiling properties, enabling the delivery of personalized content to each user. By managing the content associated with each NFC tag deployed within a particular environment, information, campaigns and service offers can be dynamically updated or customized for specific user profiles. Deploying the service takes less than a minute per tag, and deployments can be scaled to any number of tags and users.

"With hundreds of millions of new NFC-enabled mobile devices reaching consumers' hands in the next few years, we will see billions of new NFC tags - on everything from product posters to transit maps - that allow those phones to interact with the physical world," stated Ayman S. Ashour, chairman and chief executive officer of Identive. "Our cloud-based tag management platform provides a powerful, yet easy to implement tool for dynamically managing the content on NFC tags to ensure they remain relevant and effective for content owners and users alike. This pioneering service offering further strengthens Identive's unique position in the emerging NFC ecosystem."

Identive's NFC tag management platform is offered as a complete solution that includes backend cloud-based services, NFC tags, the mobile user app, and custom deployment and professional services support. The current release supports the millions of Android-based mobile phones now in the market. Future releases will support all other major mobile platforms, including Windows Mobile, iOS, and BlackBerry.