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The spotlight now shines more on the marketing opportunities around NFC rather than the transaction itself.

The discussion around near field communication (NFC) is often framed as if mobile payments have been driving the car while other uses of the technology — mobile marketing, person-to-person information sharing, virtual fingerprints — are merely along for the ride. But increasingly, the conversation is shifting and we're seeing that far from being a passenger, mobile marketing along with consumer loyalty, will be in the front seat as well and will be critical in helping drive the growth and adoption of NFC.