y created user experience value but needed to be networked to realise that value and the incentive for third parties to invest in those networks was insufficient. The device business model worked. The network business model failed. Anyway, back to Oyster cards. In practice, we still use dedicated smart cards not cellular phones to access these systems. This is because we do not have NFC transponders as a standard item in phones. The reason we do not have NFC transponders as standard items in phones is that it adds cost and the associated value model depends on having commercial agreements in place, which require crossindustry consensus and therefore take time to negotiate. 19.3 Contactless Smart Cards and Memory Spots - Unidirectional and Bidirectional Value The Memory Spot in some ways represented a development of the contactless smart card business model but with the focus on information transfer rather than transaction facilitation. This implied a need for higher data rates (at 2.4 GHz) than those available using NFC (at 13 MHz). Although the Memory Spot was a contactless smart memory information dispensing device, the provision of information and transactional value are closely related. Reading about things prompts us to buy things. This comes down to the simple principle that a unidirectional exchange has a certain value. Uploading our ID to a turnstile has convenience value, reading a Memory Spot would have had interest and information value. If the exchange can be made bidirectional then the value increases. Contactless Smart Cards, RF ID and Memory Spots The second microdevice example, the Hitachi Mu chip, was intended to function as an RF bar code and/or RF ID device. RF bar codes offer some advantages over conventional bar codes, Network Software - Microdevices and Microdevice Networks - The Software of the Very Small for example nonline-of-sight and multiple read capability and additional address bandwidth to support electronic product codes rather than standard (universal) product codes. In 2006, they