Back in 2010 I was sure NFC would make great strides
, but here we are two years later and NFC doesn't seem to be sticking. The obvious reason being the chicken-and-egg problem. Retailers don't want to install the terminals until the phones support NFC, and vice-versa. So consumers continue to sit on the sidelines waiting for either side to blink and make the necessary investment. In the meantime, EMV is looking for a way to sneak into the US
with the help of the card brands.
There are currently three major solutions that are battling in the marketplace. All three know that replacing mag-stripe alone is not sufficient to move consumers. Long-term it's the offers and loyalty programs combined with tendering that make NFC attractive.