Mobile Near Field Communication (NFC) has been discussed intensively over the past 24 months. Various players have geared up to enter the different market segments. Billions of dollars are at stake, but the winners are not yet in sight. In this article, incorporating the results of a recent ADL global survey comprising 70 interviews, the authors shed light on this often-discussed and highly controversial topic. The article focuses on the important issues for companies looking to leverage this key technology across a range of applications.