What is Stopping Brands from Going Big with NFC? | SharpEnd's Cameron Worth | Internet of Things Podcast

He then touches on what exactly NFC is and how it differentiates itself from similar technologies. Cameron talks about how IoT plays a role in the industries that SharpEnd focuses on and the challenges for brands looking to integrate NFC into their products. Ryan and Cameron wrap up the podcast with a discussion about the future of NFC and what to expect from SharpEnd.Cameron Worth, 33, founded SharpEnd, the world’s first Internet of Things (IoT) focused agency, when he was 25. The business is based in Hackney, London, and develops connected products and experiences for brands. After seeing customers in a North London bar tapping their phones on QR codes for the first time in 2015, Cameron created SharpEnd. Before starting his own company, he managed mobile advertising at Soho-based marketing and mobile agency group Engine, delivering many successful projects but, unfortunately, having some unsuccessful children’s apps for Mr. Bean. Cameron splits his time between London, Ibiza, and Bulgaria. In his spare time, he DJs minimal electronic music and plays across Europe’s cities, galleries and afterparties.SharpEnd / io.it is the world’s fastest-growing Internet of Things partner to leading brands spanning the categories of drinks, beauty, fashion, wellness, and FMCG. Clients include Estée Lauder Companies, Pernod Ricard, PepsiCo, Mattel and Nestlé, Yeo Valley, and LVMH. Founded in 2015 and with offices in the UK and US, SharpEnd uses technologies such as NFC, QR codes, and Augmented Reality to develop connected packaging, product, and retail experiences for brands powered by the industry standard platform called io.tt,  which is currently used in over 130 countries. SharpEnd’s proprietary platform, io.tt, connects billions of products and store touchpoints across the globe, identifying where and why consumers are interacting and delivering these insights back in real-time dashboards.