| 1. Hello Paul and welcome to NFCMagazine.com, can you please tell me about Cambridge Consultants. Cambridge Consultants has, for over 40 years, enabled its clients to turn business opportunities into commercial successes. We help clients to grow by developing products for new and existing markets, managing product innovation, supporting transactions through due diligence and providing market strategies for the exploitation of new products and technologies. Our clients range from large international blue chips and small start-ups, to investment institutions and government agencies. 2. What is the most enjoyable part of your current job working with NFC technology? The enjoyable aspect of my job is exploring how wireless technology, in this case NFC, can bring real value to a customers product, and the users of that product. 3. Tell us about the biggest challenge NFC technology and your company faces today? I think that one of the greatest challenges for NFC technology is crossing the threshold that will see it become a common standard. I think that this will be led by payment and ticketing applications. 4. What is NFC technologies greatest strength? The ability to initiate communication through proximity. I feel that this feature will allow NFC to simplify the set-up and interaction of devices. Ease of use is a critical factor in the value and popularity of a product, and NFC has the capability to deliver this in a wireless context. 5. What do you feel is the biggest weakness of NFC technology at present time and why? The market penetration of NFC is limited at the current time. However the value that can be achieved for the end user by integrating NFC into a device will result in increased penetration. 6. Which NFC technology industry enabled applications, products or services will you or your company develop in the future or do presently provide? As a design and development house we help customers to adopt the best wireless solution for their product. While we are always independent of any particular technical solution the unique aspects of NFC mean that we expect to be developing more devices for our customers that will benefit from the integration of NFC technology. 7.What benefits will your company bring to consumers daily lives with NFC technology? The primary benefit that we believe NFC will bring to our customers products is 'Ease of Use'. Whether it be the control of an insulin pump, or the set-up of a Bluetooth link. NFC will provide an intuitive interface that consumers can easily understand. 8.Where do you see NFC Technology in five years time? NFC will become a common element of the mobile phone enabling ticketing, and payment applications. It will also break down the technical barriers to wireless communication in a range of market areas including medical and consumer products. Cambridge Consultants Ltd, Science Park, Milton Rd, Cambridge, England, CB4 0DW Tel +44 (0) 1223 420024 Fax +44 (0) 1223 423373 http://www.cambridgeconsultants.com/
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