J'son & Partners Consulting presented the results of the study "The market for NFC in Russia and the world"

The study showed "NFC market in Russia and the world," conducted by J'son & Partners Consulting in association with SMARTEST in June-July 2012, the development of services in this segment in the country at a very early stage of development, while in developed countries has gained wide experience of practical use of this technology, the mining business models and management of consumer motivation. In 2011-2012. in Russia launched the first projects using wireless technology, a small radius of the NFC (Near Field Communication, «near-field communication"), which enables the exchange of data between devices at a distance of about 10 cm

Key members of the emerging market in Russia NFC - «big three" mobile operators, major banks and payment systems. According to forecasts J'son & Partners Consulting, the market operator of mobile payments "big three" mobile operators in 2012 will be about 15-18 billion rubles. An optimistic forecast, by 2017 the volume of mobile payment transactions in Russia, made with devices that support NFC, will exceed 50 billion rubles., Ie be about 1% of the global market. Most of the experts estimated the figure up to 2011 in the amount of at least 30 million rubles.; Forecast for 2012 - 30-150 million rubles.

The countries with the largest spread of contactless payment systems include Japan, which employs close to the NFC system of FeliCa, developed by Sony. Services under the brand Osaifu-Keitai include electronic money, identification and loyalty cards, travel expenses, credit cards, etc. At the end of 2011, Japanese mobile operators have announced plans for a phased migration from Felica technology on NFC.

Major projects of international NFC-payment system - a Visa payWave and MasterCard PayPass. In parallel, develop alternative solutions - Google Wallet, Isis, and other interesting initiatives promoting and banks.

According to the forecasts of Western analysts, the share of contactless mobile payments until 2016 will remain quite low. According to them, "the use of contactless NFC-payment entails a change in consumer behavior, and requires cooperation between all stakeholders - banks, mobile operators, card networks, and vendors." All this takes time, so at least until 2015, analysts do not expect to release NFC-payment for the mass market.

However, the actual data and forecasts for the global market NFC indicate a high potential of this segment. For example, the projected Berg Insight, NFC-smartphone sales will grow in the next 5 years with an average annual growth rate (CAGR) of 87.8% level, so that in 2016 they will be put on the market for 700 million units. At the end of the world in 2011 were sold 30 million mobile phones equipped with NFC and released at least 40 NFC-models. According to forecasts of IMS Research, in 2012 the world will be sold 80 million mobile phones equipped with NFC and nearly 300 million NFC-chipsets, and by 2015 these figures reached 400 million and 1,200 million, respectively.

According to forecasts Juniper Research, in 2017 every fourth mobile phone user in the United States and Western Europe will pay for goods and services with the help of devices that support NFC. As a result of 2012 a similar way to pay for purchases will be little more than 2% of mobile users in these regions. In 2017 the volume of mobile payment transactions carried out with devices that support NFC, will exceed $ 180 billion

At the present time in Russia, according to J'son & Partners Consulting, implemented pilot projects to demonstrate the capabilities of NFC, working out pricing and technological aspects, business models, etc. The main constraints of NFC in Russia - a lack of awareness of potential users of the potential This technology, poor infrastructure and inadequate legislation of the Russian industry.

According to the survey of experts from the ICT sector, conducted by J'son & Partners Consulting in association with SMARTEST in July 2012, the main industries in which the NFC technology will be most promising in the next 1-3 years, are the public transportation, retail trade and the world services, advertising and marketing.