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National Retail Federation Announces Release of Second Version of Mobile Blueprint

For Immediate Release
Kathy Grannis (202)783-7971 or grannisk@nrf.com

View information about NRF’s Mobile Blueprint and Mobile Retail Initiative
www.nrf.com/mobile

National Retail Federation Announces Release of
Second Version of Mobile Blueprint

New York City, January 9, 2011 - The National Retail Federation today announced the release of Version 2.0 of its Mobile Blueprint, which provides significant updates to the original document published in July by the Mobile Retail Initiative (MRI). The MRI brings together the collaborative strengths of NRF's IT standards division, ARTS; digital division, Shop.org; marketing division, RAMA and NRF's CIO Council to provide the retail industry guidance in successful use of mobile in marketing, commerce and internal operations.

Mobile adoption in retail is moving rapidly, ABI Research reports that through December 2010 mobile commerce excluding travel will have grown 143 percent from $1.4 billion in 2009 to $3.4 billion in 2010, requiring a major update to the Blueprint.  Version 2.0 includes:  

* A revised executive summary describing the latest mobile retail trends and applications of value along with a maturity model that forecasts how mobile will continue to impact the business of retailing. 
* A significant improvement to the mobile payment section that describes more than 35 alternative payment methods, the potential impact of mobile on chip and pin (EMVco) security and the expected growth in the number of NFC contactless phones enabling expansion of the use of mobile wallets.
* An expansion of the operations section to describe new mobile POS applications including digital receipts that holds the promise of “mobile self checkout”.
* A revised Implementation Strategies section that describes how cloud computing and other new technologies can accelerate implementations of secure mobile services and drive down costs.

The Blueprint, which contains the best thinking of more than 30 companies will be one of the foundations for MRI educational webinars and conference tracks throughout 2011. 

“We are very grateful for the number of new companies who contributed to the second version,” said Richard Mader, Executive Director, ARTS, who chaired the effort. “Each company provided additional perspectives to make the Blueprint the comprehensive guide to mobile in retail.” 

The Mobile Blueprint Committee is comprised of representatives from 39 retail and industry partner companies.  For more information and a complete list of participating companies, visit www.nrf.com/mobile.

Future versions of the Blueprint will be web documents, which enable continual updates to keep pace with the growth of mobile in retail.  On the exhibit floor, companies that contributed to the Mobile Blueprint will be indentified with a “MRI” floor logo.  Demonstrations of mobile application will be provided in the ARTS Pavilion #1951.

The National Retail Federation’s Mobile Retail Initiative (MRI) brings together the collaborative strengths of NRF's IT standards division, ARTS; digital division, Shop.org; marketing division, RAMA and NRF's IT Council. The Initiative will lead the industry in the development and dissemination of mobile-related best practices, standards to ensure global acceptance, original research, and educational events for the retail industry as it relates to m-commerce, marketing, operations and alternative payment methods.

As the world's largest retail trade association and the voice of retail worldwide, the National Retail Federation's global membership includes retailers of all sizes, formats and channels of distribution as well as chain restaurants and industry partners from the U.S. and more than 45 countries abroad. In the U.S., NRF represents the breadth and diversity of an industry with more than 1.6 million American companies that employ nearly 25 million workers and generated 2009 sales of $2.3 trillion. www.nrf.com

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