[metamatt]

Even more than that, if this is a success it could even increase the likelihood that Apple adds native NFC capabilities to their devices, by demonstrating that it's useful (and to whom and for what).

Like a couple others have said in this thread, I think this is more about bootstrapping an ecosystem driven by network effects -- the more people adopt it and the sooner, the more useful it becomes and the more likely it is to actually go mainstream.

Flomio isn't just selling this device; look at the higher reward levels -- they're also selling an SDK and cloud analytics infrastructure -- I think they'd be perfectly happy if nobody needed this because it was built in.

[gokulk]

yes I think that would be a much bigger advantage over their competitors

[timoronan]

that's pretty spot on