Mobile marketers Blue Bite, Proxama and Tapit unite for NFC World Alliance

Mobile marketing firms Blue Bite, Proxama and Tapit have formed the NFC World Alliance, a partnership to nurture the growth of Near Field Communications-enabled, location-based mobile interactions.

According to Blue Bite (representing the Americas), Proxama (EMEA) and Tapit (Asia-Pacific), the NFC World Alliance offers brands a trusted global network to reach targeted audiences via mobile phone-enabled media interactions with the physical world. The firms add that future campaigns will evolve location-based mobile marketing beyond the delivery of special offers and content to encompass tighter integration with social media and mobile commerce initiatives.

Blue Bite launched its mTAG platform earlier this year in conjunction with digital media firm Reach Media Group. The mTag solution combines an NFC-based tag with a scannable QR code inserted into advertisements--after the user scans the barcode or taps the tag, their smartphone is taken to a proprietary mobile landing page complete with exclusive content, promotional offers and the like. Blue Bite has completed mTag campaigns for clients including Hotels.com, TNT and The New York Times.

Proxama previously partnered with MasterCard to offer a prepaid, NFC-enabled mobile payment solution across Europe--Nokia (NYSE:NOK) also leverages the firm's TagCenter application, enabling users to access media-rich brand experiences from NFC data tags placed on posters, product packaging and point-of-sale displays. Tapit, founded only six months ago, has already completed four NFC-enabled campaigns with out-of-home advertising giant JC Decaux.

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