NFC technology penetration will take time. Before a wide base of NFC handsets is spread on the market there is a very important opportunity to roll-out contactless applications and start boosting usage especially for new payment and marketing applications.

Refer to this very interesting article mentionning the success of contactless phone straps in Korea : Retro-fitting mobile phones with RFID

Also refer to the GSPOT project, an interactive loyalty card used as a marketing tool for a fashion retailer in Paris: GSPOT, a contactless loyalty program for GEDENIM