Marketing and Branding Research

In recent years, electronic micro payments by cell phones have been possible. Some activities have been done in this field as well. Mobile near field communication (NFC) technology, which is a standard mobile method for connecting electronic devices at near distances, has grabbed a lot of attention in order to pay mobile micro payments and electronic payment services by financial institutions, payment service companies, SIM cards manufacturers and operators. The beneficiary organizations need to meet some requirements such as management preparation. This paper aims to detect different NFC technology uses and study and rank the main factors of success in implementation of this technology in organization by applying analytic hierarchy process. The humanitarian specialists and environmental and technological experts should be considered in order to use NFC technology in mobile payments. Among 81 sub-criteria, security and privacy are the most important factors for implementing NFC technology successfully.