Google today announced that it will use Identive Group to produce the NFC-tags for its Places roll-out in Austin, Texas.
Austin will be the second city in Google's NFC-powered Places roll-out, whereby it places NFC decals in participating merchants' windows. Customers can hold their phones against the NFC tag and read reviews, offers and further information about the merchant.
Based on the information it collects about its customers' preferences, Google will develop a powerful recommendation engine to steer customers through insightful recommendations and deals. It is likely to combine this effort with its recent ventures into payments, which, if successful, will enable it have a hand in the entire purchasing process, from product search to payment.
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