A new Jupiter report by Howard Wilcox on NFC states that 1 in 5 phones will have NFC chips by 2014. This is a more aggressive outlook than their previous view that only 1 in 6 phones will be NFC enabled. There are still a number of barriers to broad based NFC adoption but looking back 2011 may be seen as the year the market gained traction.
From GigaOm: “Wilcox said the bigger revenue opportunity per user is not in NFC payments but through retail shopping opportunities such as coupons and smart posters that offer product information. That lines up with what we’ve been writing about lately, that NFC, while it’s framed as a payment story, offers much more in the way of targeted marketing. That will give merchants more reason to jump on board with NFC and if done well, with relevant coupons, discounts and offers, could help spur on adoption with consumers.”