Touch based interaction has been found out to provide fast and easy way to use mobile services. Near Field Communication technology (NFC) is one of the most promising ways to conduct touch based interaction with mobile phones. In this paper our aim is to identify challenges of the adoption of NFC related business to consumer services. The results of this study are based on three pilot cases conducted in Finland in 2007. Our research presents findings based on qualitative company interviews and both quantitative and qualitative user questionnaires. We conclude that there are several challenges in the adoption of NFC-based applications. However, expect for the shortage of NFC enabled mobile phones, challenges of the adoption may be reduced with careful planning and implementation of NFC-based applications.