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I had an occasion to participate in project of a museum app which allowed people to use NFC-enabled phones as kind of interactive guides. There were NFC tags placed beside artworks and visitors with app installed on their phone could bring their device close to the tag and phone would launch the app to show more detailed informations about given exhibit. All data could be downloaded before going to the museum or during visit (there was free wi-fi inside museum building). It was launched in National Museum in Kraków and as far as I know worked quite well.

I've also heard of ideas like configuring devices over NFC, e.g. touch a tag with your phone and it will be configured to use local wi-fi network. You can use NFC in similar manner to transfer a link to a website, which I believe would be much more convenient that scanning QR code.

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