Apple may have caught a lot of flak for not including NFC technology in the iPhone 5, but the company’s decision to forgo the technology does not mean it is not interested in NFC. The next iteration of the iPhone may be equipped with NFC technology, or a nearly identical technology that is developed by Apple itself. This is according to a new patent that has been awarded to Apple by the U.S. Patent and Trademark Office.
Company receives harsh criticism for decision to avoid NFC technology
NFC technology is all the rage in the mobile world right now because of its capabilities in commerce and data exchange. Samsung has made headlines with its NFC-enabled Galaxy S III and Apple fans were hoping that the new iPhone would be able to compete on the same level as Samsung’s latest device. Apple fans were disappointed, however, when the company announced that the iPhone 5 would not be equipped with NFC technology. This led to harsh criticisms, but Apple is not abandoning the technology entirely like many have speculated.
Patent highlights technology very similar to NFC
According to the new patent, Apple is currently developing a device that makes use of a proximity technology, either NFC or one developed by the company itself. If the patent is not in reference to NFC technology, Apple will be developing something very similar that is capable of facilitating wireless data transfers between mobile devices. Speculation suggests that this technology would be included in the next version of the iPhone.
New technology may be suitable for Apple’s interests in mobile commerce
Apple chose to sidestep NFC technology due to concerns regarding security. The technology itself does not boast of any stellar security features, leading Apple to believe that its use in mobile commerce and data exchange is too ambitious. If Apple decides to develop its own technology, it will likely feature a variety of security measures that will make its use in mobile commerce more viable and appealing to consumers worries about the protection of their financial information.
Heat launches new augmented reality initiative to enthrall tech-savvy readers
British entertainment magazine Heat has launched an augmented reality competition that tasks readers to scan British currency for a chance to win even more British currency. The competition was developed alongside Engine Creative, a digital advertising and marketing agency, and will coincide with Heat’s 2012 RIchlist segment, which documents the highest grossing celebrities under 30 in the United Kingdom. Readers are being encourage to scan banknotes for a chance to win as much as $700 in cash from the magazine.
Competition gives readers a chance to win money by scanning money
Readers can scan banknotes using the Heat Extra mobile application. When a banknote is scanned, a digital animation will be triggered on their smart phone or similar mobile device. These animations feature some of Britain’s most famous celebrities, such as Harry Styles and acclaimed singer Adele. After the animations have finished playing, consumers will be provided with details on how to enter for a chance to win cash from the magazine. The augmented reality competition will begin when the nest issue of Heat magazine is published on October 23, 2012.
Heat and Engine Creative continue producing digital campaigns
Heat and Engine Creative have been working together for some time now. The duo have created numerous digital campaigns in an attempt to reach out to readers becoming more enthralled with mobile technology. Indeed, Heat has been eager to appeal more to mobile consumers due to the fact that these people are forgoing traditional forms of media, such as magazines. Print may be becoming more unpopular, spurring publications to find ways to engage a generation that is no longer interested in static content. Augmented reality could be the key to capturing the attention of these consumers, as it presents publications with a way to provide dynamic content.
Heat has made use of augmented reality in the past, with the help of Engine Creative. The magazine’s use of the technology has been largely well received by readers, especially those who favor their mobile devices over traditional mediums of entertainment. These consumers have been convinced to purchase physical copies of Heat magazine so as to access the digital content that is embedded within its pages.
