NFC - The media bridge between print and digital

NFC takes the digitisation and personalisation of print products to a new level. For a long time, the NFC sign on the mobile phone was just a reason for the battery to run out faster and we quickly looked to switch it off. Today we know that it opens up new possibilities and makes our lives easier.

A highlight project at PRINT & DIGITAL CONVENTION 2023 shows how Near Field Communication (NFC) is revolutionising the direct marketing industry. The brand partners f:mp., grunewald, NFC21, locr and Wonderlandmovies joined forces in a best practice and proved with their personalised invitation card how surprising, exciting and captivating print can be.

The invitation to PRINT & DIGITAL CONVENTION 2023 was part of the event's highlight guide this year. The highlight guide presents particularly unusual print projects from the real world.

The printed invitation mailing 2023 had it all: namely an NFC chip that led to a personalised website.

On the URL, the invitees found an individual teaser video and all information about the congress. The self-mailer itself was given a personal touch with an individual map showing how to get to Düsseldorf, including a precisely calculated journey time.

Now you could say: What can NFC do that QR code can't?

Learning something new again? The print and media industry seems to be overtaxing the end consumer. After all, the QR code has not even reached everyone yet. Yet the advantages of NFC technology over QR are obvious:

• The connection to the website is established more quickly.
• International transmission standard according to ISO norm.
• No special app necessary / NFC is integrated in the mobile phone.
• NFC increases counterfeit protection because each chip has a unique ID.
• Invisible integration in designs (no line of sight to the smartphone necessary).
• The data on the chip can be changed at any time.

In addition, NFC technology is becoming more widespread. The ease of use via the mobile phone - the one thing we always carry on our bodies - is making more and more everyday services rely on the technology.

We know this mode mainly from cashless payment or unlocking doors. Either a card or our smartphone interacts with the NFC receiver. Basically, you no longer have to carry around many cards, but have everything integrated into your mobile phone.

2. Reader/writer mode:

This mode was used for the self-mailer of the invitation. The NFC chip is read by a smartphone and a URL is displayed. So-called "smart posters" are also becoming increasingly popular here. From the poster directly to the purchase - this is ideal for all online offers of goods.

3. peer-to-peer mode:

We know this mode especially when we have a new mobile phone. With this mode, we transfer data from one device to another. The mode describes the communication and data exchange between two devices.

What this example shows: The print industry is also getting more and more opportunities to realign itself and offer digitised products.