A Norwich technology company is looking to establish a foothold in the American market with the launch of a new office in New York.

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Proxama, a leading firm in the mobile commerce market, aims to establish a US presence after spearheading a campaign for American music channel VH-1.

The company used near-field communications (NFC) to allow people to download VH-1 videos on mobile phones by tapping them onto advertising posters.

The announcement comes within months of the firm bolstering its workforce by hiring 10 new staff to its headquarters in Norwich and London.

Speaking about the success of NFC, managing director Miles Quitmann said: “We are seeing the momentum behind NFC mobile payments and marketing build as more businesses are exposed to its potential.

“Proxama’s founder Neil Garner and I have been speaking about the benefits of NFC at a number of events in the US in the last 12 months.

“We expect 2013 to be a big year for NFC across the globe so having a presence in New York will position us perfectly for developing and servicing the new relationships we are establishing.”

Proxama ran its New York and Los Angeles campaign with VH-1 last year where it promoted the Basketball Wives television series by allowing people to gain an exclusive trailer on their mobile phones using NFC.

At the beginning of this year, the firm moved to a new office in St James Mill, Whitefriars, Norwich, as it began to grapple with the growth of its business.

The company has worked with Nokia, MasterCard and joined forces with high-security technology company ARM to develop secure payments on mobile phones, which Proxama claims is as secure as using a chip-and-pin terminal.

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