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

- Show: [IoT For All Podcast](https://hardwarepodcasts.com/podcast/iot-for-all-podcast)
- Published: 2022-11-08
- Length: 21m
- Page: https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2022-11-08-what-is-stopping-brands-from-going-big-with-nfc-sharpends-cameron-worth-internet
- Listen: https://podcasters.spotify.com/pod/show/iot-for-all/episodes/What-is-Stopping-Brands-from-Going-Big-with-NFC---SharpEnds-Cameron-Worth--Internet-of-Things-Podcast-e28bk2s

## Summary

Cameron Worth, founder and CEO of SharpEnd, explains how his company bridges the gap between IoT technology and brand marketing by focusing on connected packaging. He details the technical and business barriers preventing brands from scaling NFC adoption, including platform fragmentation, integration complexity, and cost concerns. Worth highlights specific use cases for Levi's jeans and Absolute Vodka, arguing that NFC offers a superior, luxury user experience compared to QR codes for fashion and beauty brands.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2022-11-08-what-is-stopping-brands-from-going-big-with-nfc-sharpends-cameron-worth-internet#t=0) Introduction and SharpEnd's Origin Story
- [5:07](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2022-11-08-what-is-stopping-brands-from-going-big-with-nfc-sharpends-cameron-worth-internet#t=307) Changing the Language from IoT to Use Cases
- [9:34](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2022-11-08-what-is-stopping-brands-from-going-big-with-nfc-sharpends-cameron-worth-internet#t=574) NFC Technology vs. QR Codes
- [12:53](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2022-11-08-what-is-stopping-brands-from-going-big-with-nfc-sharpends-cameron-worth-internet#t=773) Barriers to NFC Adoption: Complexity, Cost, and Scaling
- [16:01](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2022-11-08-what-is-stopping-brands-from-going-big-with-nfc-sharpends-cameron-worth-internet#t=961) Future of NFC and Platform Fragmentation

## Topics

- [Connected products & IoT](https://hardwarepodcasts.com/topic/connected-products-and-iot)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

companies scaling up

## Mentioned

- SharpEnd (company)
- Levi's (company)
- Absolute Vodka (company)
- Campari Group (company)
- PepsiCo (company)
- Avery Dennison (company)
- Denso Wave (company)
- PTC (company)
- ThingWorx (product)
- NFC (other)
- QR codes (other)
- RFID (other)

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- [#232 - 2026 Brand Resolutions](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-20-232-2026-brand-resolutions) (The Startup CPG Podcast)
- [Advice Line with Fawn Weaver of Uncle Nearest Premium Whiskey](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-04-25-advice-line-with-fawn-weaver-of-uncle-nearest-premium-whiskey) (How I Built This)
- [#034 - How next-generation retail looks like, with Vibhu Norby of b8ta, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-08-02-034-how-next-generation-retail-looks-like-with-vibhu-norby-of-b8ta-usa) (The Hardware Entrepreneur)
- [Advice Line with Lyndon Cormack of Herschel Supply Co.](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-27-advice-line-with-lyndon-cormack-of-herschel-supply-co) (How I Built This)

## Citing this page

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