NewsLifeMedia gets a taste for NFC ahead of iPhone boost

Sarah Homewood
By Sarah Homewood | 9 September 2014

The next iPhone is coming with rumoured greater NFC (Near Field Communications) capabilities - making it the optium time for brands to get involved with the technology, reckons NewsLifeMedia CEO Nicole Sheffield.

That's one of the reasons the publishing division has signed an exclusive content partnership with contactless communications provider, Tapit.

“More and more we're moving away from a media business to the content space,” Sheffield told AdNews.

“Our clients were constantly asking for the next wave of solutions, and from a retail perspective we were looking at where they were going. We knew we needed an NFC partnership.”

Tapit is a technology platform which leverages contactless technologies including NFC and Beacons. The partnership between the two companies means advertisers can utilise Tapit's technology to engage with NewsLifeMedia apps and content.

Coles and its existing partnership with was an obvious starter client, Sheffield explained.

“What people want is content solutions that are easy to get on your mobile and our partnership with Coles, around what content matches up with what consumers are buying, gives people the information they need to make the choices,” she said.

The isn't the first time Tapit has worked with a supermarket, the technology provider has worked in a partnership with Nestle and Woolworths to encourage to consumers to download content from the Woolworths fresh food magazine while shopping.

Sheffield said that brands were coming to News Corp, some of which had got their fingers burnt with home made content attempts.

“People are now approaching us because they can't be content providers or publishers, it's also expensive if you get it wrong" she said.

Warming to the theme, Sheffield pushed the envelope.

"A lot of people try to do it and realise very quickly that it's a difficult place to be in. At the end of the day the consumers need to trust the content they are consuming. We've been in that space for a long time.”

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