The complexity of mobile NFC applications in retail environment:

• The mobile phone will be able to hold various service profiles such as loyalty cards.
• The mobile phone will be able to share loyalty cards content with other devices to offer customized services.
  
• The mobile phone will be able to hold all type of credit card profiles, so more than one type of credit card can be used.
• The mobile phone will be able to make small value payments from its mobile purse.
• The mobile phone will not only be able to make payments but also to receive them, so that it can function as a POS terminal.