Google is committed to near field communications (NFC) as the company sees it playing a major role in mobile marketing trends going forward.
The company recently rolled out Google Wallet and Google Offers which are both based on NFC technology, and these initiatives were the highlight of the latest NFC Payments Europe conference in London. While many of the bankers and mobile operators in attendance praised the interoperability and openness of the company's offerings, they also had some criticisms and concerns. Some were worried that Google didn't fully grasp the complexities of the payment eco system, while others were concerned that they were really just after more customer purchasing data. Still others are worried that Google will simply dominate the electronic payments market as they have done in other areas.