SMRT dedicates space for mobile interaction with NFC tags, QR codes

SMRT Media has launched what it calls Singapore’s first 'mobile interactivity space' in a public transport network. It is the first designated digital space in the country to be enabled with near-field communications (NFC) and QR code technologies.

Called iMobSMRT, these spaces sit in high-traffic stations – Orchard, City Hall, Tampines, Jurong East, Woodlands and, very soon, Holland Village. SMRT said it will subsequently be made available throughout the rest of its train network.

These iMobSMRT spaces enable the integration of out-of-home visibility, mobile convenience and digital technologies. Using NFC and QR code functionalities, brand experiences can be extended onto mobile phones where commuters will be able to open pre-defined webpages, download applications, collect coupons, initiate taxi bookings, and receive locality information.

“This new dedicated digital space which marries outdoor and mobile allows engaging interactions between consumers and brands with both deriving value from each other, " Jeslyn Tan, general manager of SMRT Media, said.

Brands involved in the launch of iMobSMRT are Asia Pacific Breweries, Samsonite, Forever 21, Nubee and Jobstreet.

For example, when commuters interact with either the NFC tag or QR code of Asia-Pacific Breweries, they will be given information on locations of bars serving Tiger Beer. 

"This digital platform enhances our ability to interact with our customers while they are on the go," Wong Mei Wai, head of marketing of Asia-Pacific Breweries commented.