I recently came across this nice video that articulated the various uses of NFC in Singapore. It turns out that Singapore is hot and heavy on NFC implementation.
It’s been sometime since I touched on the topic of mobile phones and farming. It’s that time now.
More than 40% of the worlds working population is engaged in agriculture. That’s a lot of people. And a lot of these folks now have mobile phones. Thanks to the declining cost curve and “pay as you go” plans. BTW, as an aside, one of the key reasons as to why mobile phones have been very successful in the developing world is due to the construct(s) of various service plans. Most are designed around “pay as you go”. I think the US has one of the most stifling voice and data plans in the world, where MNO’s tend to lock post-paid subscribers with these 2-year plans. But things are changing in the US as well.
So, 2012 was supposed to be the year of NFC. We are now in Q4-2013 and NFC is nowhere to be seen (in the mobile payments space, that is).
NFC was supposed to become famous because of it’s perceived association with mobile payments. Sadly, mobile payments has not yet taken off as anticipated and that means that NFC is still sitting on the terminal. NFC was billed to be one of the key foundational elements for mobile payments. It still is. But, why then is it still sitting there? Is NFC an impeding factor for mobile payments?
There are a number of ways marketers segment the market. Before that, why segment and what is segmentation?
Segmentation, very broadly put, is a way to divide up the Total Available/Addressable Market (TAM) by well-defined attributes that allow a firm to market products to these segments. A simple way to put this would be – “There is no size that fits ALL”. For example, a company (P&G owns the Pampers brand, Huggies brand is owned by Kimberly-Clark) that manufactures diapers cannot create a single diaper that will fit all babies. The market here is “segmented” based on a range of baby weights (for example, Size 3 diapers for babies in the 16 – 28lbs weight range).
Robinson-Patman Act is not a very commonly used phrase in the marketer’s arsenal. But, I think every marketer who engages in pricing actions of sorts should be aware of this act.
In the marketing world today, from a pricing standpoint, we dabble more in terms of MAP, List Price, MSRP, Invoice Price, IR, POS rebate, BER, price-skimming, gross margins, SPA (special pricing agreements), BOM, Cost-plus etc. There are some promotional terms also thrown in as they also represent pricing action.
Very simply put, MDF’s are Marketing Development Funds and Co-Ops are Co-Operational Funds. Often, these terms are used interchangeably, depending on context.
My previous post pointed out some initiatives that are currently being run by several governments and public entities across the world. I know I have missed many, but those examples were illustrations of how some governments of today are engaging with their citizens using mobile technology. The scope is quite large, given the potential social impact.