Barely a ripple was made in the media last Thursday when it was reported Apple had filed a patent with the US Patent & Trademark Office titled “Personalization of Devices While Packaged”.
In the patent filing, Apple provide a specific example whereby a customer can tap their phone on the product package to instantly personalize the packaged device so the customer can avoid lengthy manual steps of setting up a new device.
This clearly indicates that Apple like other global brands including Google, Pernod Ricard, Microsoft & Nestle are beginning to realize that contactless technologies such as NFC are creating exciting new ways to transform brand experiences with consumers that give new meaning and relevance to billions of once lifeless “things” such as product packaging.
The great thing about this filing from Apple is they’re not only thinking about transforming their objects into a network of intelligently connected “things” but they’re also crafting personalised experiences that deeply integrate with their products to make consumer experiences of tomorrow more intuitive, more magical than what they are today.
Think about the current consumer experience today when people buy a new Apple device, many of which will be an existing Apple customer (China excluded), various manual steps are involved in setting up the new device before the customer is in a position to enjoy the product such as User Information, ITunes ID, etc. Apple wants to completely remove these high friction manual steps and replace them with one tap.
The advantages of providing this capability are mutually beneficial to Apple and their customers as follows:
It's exciting Apple is beginning to see the enormous potential of the Internet of Things in a way that delivers meaningful value to their customers. Tapit has been leading this narrative to global brands since 2011 and this is yet another example of how contactless technologies such as NFC and BLE will provide ways for global brands to reimagine their billions of lifeless objects to be transformed into a network of intelligently connected “things” that create powerful experiences for people across the world with just one tap of their phone.
The opportunities afforded to brands using contactless technology are only limited by their imagination, there’s billions of “things” that can be intelligently connected………product packaging is just the beginning.