NFC-based mobile commerce is barely in its infancy, but already all types of companies are starting to experiment with it.

Check this out – Lexus is using NFC in a print advertisement in the April issue of WIRED. Readers with an NFC equipped device simply tap the ad to see a video demo of Lexus apps.

Once mobile commerce matures and NFC becomes pervasive, there’s sooo much more Lexus could do with this. For example, once you tap the ad with your phone, you could be given an invite for a personal test drive at the nearest Lexus showroom. Once in there, you could tap different parts of the car on the show floor to get more details about specific features. You could also imagine building your own car right in the showroom (like you do online on car company websites). And as you do that, the dealer could push personalized promotions to you based on the models, features and specifications you’re most interested in.

Yes, you could also make your down payment with your phone when you’re ready to buy, but that is really beside the point. Providing a superior and highly personalized, service-oriented experience for the customer is the main event, not to mention the customer intelligence the dealer and Lexus would gain about car buyer behavior and preferences.

This is an exciting time in mCommerce, and it’s great to see innovators such as Wired and Lexus start to dabble in it.