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Tapit expands operations to U.S
By John Wolfe on Dec 12th 2014 08:59 PM
Australian technology start-up opens first office in New York.
NEW YORK—Tapit, an Australian technology company that specializes in contactless communications using near-field communications technology, today announced it has expanded its operations to the U.S. for the first time and has opened an office in New York.
The new office is headed by company co-founder and Chief Operating Officer Andrew Davis, who relocated to New York City from the company’s headquarters office in Sydney this fall. The company, founded in March 2011, also has offices in Tokyo, Shanghai and Dubai.
Near-field communications, or NFC, is a short-range, wireless technology applied to mobile telephones that allows people with NFC-enabled smartphones to simply tap NFC-enabled objects and get content delivered immediately to their phones. The advantage of NFC vs. other contactless technologies such as Bluetooth and QR codes is that people don’t require an app, making consumer interaction extremely simple.
Tapit’s technology platform is relevant for a wide range of marketing efforts, especially in the retail and outdoor categories. Since its founding, the company has pioneered the adoption of contactless communications for major national and international marketers and brands including Google, Microsoft, Telstra, Vodafone, Coca-Cola, Nike, Johnson & Johnson, Samsung and Sony.
Interactions take place when users simply tap the Tapit logo applied to posters, kiosks, packages, shelves or signs with an NFC-enabled smartphone. After tapping, the content—which can be formatted in text, video, audio, or instant app download—is immediately conveyed to the phone.
Following the interactions, Tapit supplies its clients with powerful real time data visualisations such as precise location, time, frequency and other engagement metrics that provide a new layer of accountability and understanding of how people are interacting with brands in a physical context.
Davis said the company decided to expand to the U.S. because of the enormous growth in the use of NFC technology over the past several years, both in the U.S. and worldwide.
“The number of NFC handsets in people’s hands is growing at supersonic speed,” he said. “In 2011 there were only 35 million NFC devices. Today there are over 635 million, and next year there will be over 1 billion. What this means is that there will be over 1 billion customers next year who can leverage the magic and simplicity of NFC based services such as Tapit, NFC payments, NFC pairing and other NFC services yet to be invented.”
Davis added that another reason the company wanted to establish a U.S. presence was because of the vast potential to provide contactless communications to U.S.-based marketers who are dedicating growing portions of their marketing budgets to mobile.
“Marketers are craving ways for mobile to facilitate innovative experiences to people that are tangible and meaningful,” he said. “We are obsessed with making it fast and simple for people to get content on their phone, using Tapit bypasses cumbersome steps like searching, typing URLs and having to download apps. There is an enormous opportunity for Tapit to demonstrate value to both marketers and consumers, transforming once lifeless objects into dynamic content distribution points that are only a tap away. ”
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