By  on October 15, 2009

Although the Internet and wireless technologies are transforming the U.S. marketplace, there is plenty of technology in the wings that can change how consumers interact with brands.

Enter FeliCa, which adds a microchip and antenna to what looks like a simple credit card or loyalty card and opens a world of possibilities. The technology is used broadly in Asia, transforming the cards into coupons, hotel room keys and train passes. FeliCa cards are tapped on a console, or even a TV remote control, and can process transactions in 0.2 seconds.

“It’s based on [radio frequency identification] technology that can receive and process and store and send data,” said Makoto Yamada, general manager of FeliCa America at Sony Electronics Inc.

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See a highlight from Makoto Yamada's speech about contactless technology>>
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