Mobile wallet provider Proxama and SMARTRAC N.V., a supplier of RFID technology, have announced that they will collaborate on kickstarting the NFC market, working with consumer-facing brands and agencies to showcase how NFC can work with their marketing efforts.

"Over the last 12 months we have delivered a number of pilot NFC consumer marketing campaigns for brands such as Nokia, Orange, 20th Century Fox and VH-1," said Miles Quitmann, managing director of Proxama, in announcing the partnership. "By linking up with SMARTRAC, we are now in a position to develop and deliver large scale campaigns that will provide brands with the very latest in customer engagement techniques."

Quitmann said campaigns will let brands offer a number of different products to their customers, including sales incentives such as vouchers or loyalty cards; exclusive content such as film trailers or video guides; or links to social media for further interaction.

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