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Bribes Make Citibank India’s NFC Trial Work Well
March 10th, 2010
In a major near-field-communications (NFC) trial in India—one lasting six months (ending last month) and involving more than 3,100 consumers, 44,000 transactions and more than 26 million India Rupees (about $573,000 U.S.)—Citibank saw how extremely willing consumers in Bengaluru were to use NFC to make purchases. That is true, of course, as long as the bribes are substantial. Not only is this the most extensive NFC trial we're aware of, but Citibank and some key technology partners have issued a 37-page report detailing the study's results, warts and all.
The Nokia 6212 used in the trial has a list price of $240; trial participants paid $110. But if the consumers made 12 purchases, they got to keep the phone for free. With six purchases, the phone's cost dropped to $55. Some 86 percent of participants made more than 12 purchases and, therefore, got the phones for free. The report dubbed the 18 percent who made exactly 12 transactions "gamers, customers who want to participate at exactly no cost to themselves."
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Our Comment SPAM system is getting very aggressive these days and has been blocking legitimate comments. If you post a comment and don't see it appear within 2 hours or so, can you please send a heads-up to customer-service@storefrontbacktalk.com? Ideally, please include the time you posted the comment. That will allow us to try and hunt for it. Thanks! P.S. We're working on fixing the system, but we don't want to lose any valuable comments in the meantime.
I have strong reservations about the 'individual' certification and posting of that information for merchants. Can you imagine the potential employee poaching that might occur? The implications when competitors can look up how many are certified with each of their competitors? 
-Christine
