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I'd Bump That: NFC Growth from Play Will Pay

#sxsw #bumpNFC

NFC is not a new or particularly sexy technology. For years it has failed to gain traction amongst consumers and businesses as a mobile payment solution. Yet recently, NFC has been a major focus of tech giant uber-disruptors, venture capitalists, start-ups and marketers. Why? NFC yields a much broader opportunity than what arises from contact-free payments and a slice of transaction fees. NFC can connect a consumer with the physical world in ways that generate an infinite number of new engaging interactions for consumers and valuable data points for businesses. This panel will discuss which engaging NFC consumer experiences will drive user adoption, and how NFC will ignite billions of dollars of incremental revenue from user data, marketing services and new mobile powered products.



Paul Gelb VP, Mobile Practice Lead Razorfish

Paul is the founder and head of Razorfish’s mobile practice. The practice’s primary offering suites include integrated strategy engagements, application and site design and development, messaging programs, and media, ad creative and search campaign services. Paul has helped over 70 clients on the road to innovation by pioneering media and development executions in mobile and integrated initiatives across digital out of home, broadband video, interactive television, social networks, and gaming. In an ever changing digital landscape, Paul is also a trusted consultant to Razorfish's largest clients as they evolve their media and business strategies to include breakthrough technology and advanced platforms.

Paul’s mobile clients include Unilever, Kraft, Citibank, Morgan Stanley Smith Barney, T Rowe Price, Experian, Ford, Mercedes Benz, MillerCoors, Best Buy, Staples, Ralph Lauren, Victoria's Secret, Starwood, Intel and AT&T.
Paul’s mobile work has been well received by industry and clients alike. He was awarded the 2010 Media All Star Award by Mediaweek. Razorfish was also recognized with the 2009 Mobile Marketer of the Year award and the 2010 Luxury Mobile Marketer of the Year award. Individual initiatives have won Mobi and MIN awards and both a bronze design lion and a cyber mobile advertising short list nomination at Cannes 2011. Razorfish has demonstrated unparalleled consistency, with 17 applications listed in the iTunes App Store. These prominent apps include the #1 branded app of 2008, a #1 top free iPad app and a #2 top grossing iPad app. As well, an app developed for a joint venture project with Citibank was featured on CNBC and Razorfish’s internal time tracking app was featured on Apple’s site as a best in class example of iOS enterprise apps.
Paul has written about mobile industry trends for the Razorfish 2009 and 2010 Outlook reports, the Razorfish Tech 5 report and Mobile Marketer. His groundbreaking work, point of view and industry projections have been sought out by and received press in the New York Times, Wall Street Journal, Forbes, Ad Age, AdWeek, MediaPost, Forrester Research, Jupiter Research and Mobile Marketer. Recent conference speaking engagements include SXSW, Advertising Week, Advertising Upfront, MMA, IAB and Harvard.

Paul holds an MBA from the Anderson School of Business at UCLA and a B.S. in international business and macro-economic theory from the ILR School at Cornell University.

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