Smartrac webinar tap and play December 2013

TAP AND PLAY!12 December 2013

Mikko NikkanenSegment Development Director, Electronics and Gaming

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SMARTRAC – The leading RFIDtransponder manufacturer

SMARTRAC is the world’s leading developer, manufacturer and supplier of RFID transponders and inlays. We are dedicated to delivering high-quality, smart and secure products to our customers globally.

SMARTRAC – THE RFID TECHNOLOGY LEADER

SMARTRAC Tap-and-Play! Webinar

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SMARTRAC – GLOBAL FOOTPRINT

Sales & Other entities Production HQ: Amsterdam

Australia Brazil China Finland Germany India Japan Malaysia Mexico Netherlands Singapore South Africa South Korea Thailand U.K. U.S.

SMARTRAC Tap-and-Play! Webinar

Extensive product portfolio for a wide range of end-use areas

Strong R&D capabilities

Strong IP portfolio

Broad range of applied technologies

Flexible global production network

Premium level of service –globally

Extensive and robust partner network

SMARTRAC – YOUR BUSINESS PARTNER OF CHOICE

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SMARTRAC IN NFC

• Largest RFID / NFC tag manufacturerin the world

• Principal Member of NFC FORUM

• Working closely with all major IC suppliers incl. Broadcom, Infineon, NXP and Sony

• In-house antenna design capabilities

• Several success stories in electronics, gaming and advertisiment applications

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TOYS CONNECTED TO OBJECTS

Historical examples of toys connected to the physical world

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1950’s View-Master

1990’s Tamagotchis

1990’s Barcode games

2000’s Skannerz

RFID IN TOY HISTORY

• Mattel - Serafina

• Little Tikes - MagiCook Kitchen

• Hasbro - Star Wars Phantom Menace

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http://www.figurerealm.com/actionfigure.php?FID=486&figure=commtechreaderhttp://www.samsclub.com/sams/magicook-kitchen/136426.ip

Sources: http://www.engadget.com/2004/12/01/serafina-animatronic-plush-pussycat/

Games are moving into the areas of toys

Toys are moving into the areas of games

MEGATREND

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GAMING & TOYS TODAY

Connecting toys and games - ultimate gaming experience!

• Skylanders has sold worth of 2B$!

• Disney Infinity

• Pokemon Rumble U

• Badanamu

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MOBILE GAMING IS GROWING EXTREMELY FAST

Mobile exceeds consoles gaming market value within 3 years

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Source: Newzoo.com/ June 2013

Mobile+35%Consoles

-1%

NFC DEVICE STATUS

Cumulative NFC smartphone sales will exceed 450 – 500 Mpcs in 2014 (ABI Research)

Tens of NFC smartphone models available (Blackberry, HTC, LG, Nokia, Motorola, Samsung, Sony etc.)

Supported by several chipset manufacturers

Tablets and laptops

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DRIVERS TOWARDS NFC IN MOBILE GAMING

1. Gaming platforms are more social and connected than everbefore

2. Most smart devices & tablet brands support NFC

3. Some consoles support NFC too

4. NFC tech price has come down significantly because of industry standards (chipsets, readers, tags, software)

5. Family budgets reserved for gaming

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MORE BUSINESS OPPORTUNITIES WITH NFC

Ultimate gaming experience

Bridge between mobile games and physical toys by embedding NFC in toys, figures, cards, books etc.

NFC Bluetooth & WiFi pairing

NFC Geolocating

New features in the future with energy harvesting, sensors, LEDs, sound, bigger memory etc.

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MONETIZING WITH NFC?

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• NFC merchandise for gaming

• Toys, figures, apparel

• Books, board games

• Trading cards

• Marketing value by beingvisible also in the physicalworld

• NFC Bluetooth toys

• Freemium to Premium

• Brand protection - fakes fail

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BIG SCREEN EXPERIENCE

Big screen experience with smartphone gaming!

• By using NFC sticker as a bridge

• Share gaming easily between smartphone and TV (LG example)

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Collectible figures and mobile game connected via NFC tag

• Tags embedded inside figures or trading cards

TOY FIGURES GET TAGGED

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TapEmbeddedNFC inlayMagic code

connects the figure into the game

GAME WITH THE OTHER HALF?

Jolla smartphone – comes with ”The Other Half”

• Accessory back cover includes NFC inlay

• NFC could be linked to gaming experience

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TEDDY-BEARS WITH NFC TAGS

• Naming, birth certificate

• Contact point for lost & found

• Network of ”Social teddies”

• Product authentication and brand protection

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NFC POWERED CARDS

”Nova – First Contact” game concept by Six To Start

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The game is about the journey of a small team of people through space. It uses special cards, each with near field communication (NFC) inlays embedded in them.

http://www.youtube.com/watch?v=BgPD0GgRCGM

• Easy Bluetooth pairing with NFC inlays integrated into the toys

• Simple tap makes the connection!

• NFC could also include link to manuals

BLUETOOTH CONTROLLED TOYS

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+

Picture by Sphero

RACING TRACKS

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Track, app, tap, race!

NFC tagged race cars and track connected to a mobile game

Source pictures: Scaletrix

NFC tagged sports equipment and sportswear

• Connected to apps like Sports Tracker, Endomondo

• The tag starts and keeps count of the exercise minutes

• Geolocation mapping

SPORTS APPS WITH NFC

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INTERACTIVE CONTENT FOR TOYS

• Graphical manuals

• Video instructions

• Feedback, voting

• User channel

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NFC IS WIDELY SPREAD

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THANK YOU!

Any Questions? Please Contact:

Mikko NikkanenDirector, Business Development, Electronics and GamingPhone: + 358 400 766 979E-Mail: [email protected]