Nokia will install the TagCenter app, developed by Proxama, onto its new NFC phones, starting with the C7.
NFC technology also underpins mobile payments and Orange and O2 will both launch cashless payment services later this year.
The app will allow NFC-ready phones to access music, video or other media from "smart" displays or other outdoor media, including planned developments with embedded NFC chips in posters or packaging, again holding rich media.
Proxama is also developing a management server that allows campaigns to be tracked in real time.
Sixten Sandstrom, director of global ecosystems at Nokia, said: "NFC is going to give mobile phones a completely new lease of life that will bring consumers greater empowerment and enhanced brand and retail experiences.
"It will also help brands to get closer to their customers and enable them to extract greater value from their relationships.
"Proxama's TagCenter is one way to bring these benefits to as wide an audience as possible. At Nokia, we recognise the big impact that NFC is going to have on how people use mobile phones and we plan to fully embrace it."
The group is also releasing 3D mapping systems for metropolitan areas. Nokia's recent partnership deal with Microsoft envisions the mapping will feed into Microsoft's Bing search engine.
Michael Halbherr, senior vice president at Nokia, said: "Ovi Maps' photorealistic 3D models of metropolitan areas are a significant step towards our vision of bridging the real and virtual world, with location-based services being the glue."
The 3D maps will initially cover 20 major cities throughout Europe and North America.
Nokia will eventually abandon its Symbian operating system and use Microsoft's software to develop smartphones. Stephen Elop, the manufacturer's chief executive, said it could not compete with Apple and Android offerings.
Nokia last week launched two new smartphones – the X7 and E6 – on the Symbian platform, with enhanced Microsoft features.
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