Beam NFC iMessages

I have seen Beam option in Windows Mobile for sharing documents between Windows Mobile phones using Bluetooth / Infrared http://www.ehow.com/facts_7450667_beam-windows-mobile_.html. Similarly iPhone / iPad can share the photos using iMessages http://en.wikipedia.org/wiki/IMessage. Using NFC, Samsung Galaxy is accomplishing the same thing for sharing documents / photos http://www.samsung.com/us/galaxy-s-3-smartphone/?cid=ppc-. I am not sure why there is an illusion that it is something new for S III. Is it because of advertisement?

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