Communicating via near field communication (NFC) between a reader and an application on an NFC-enabled device. A point of sale (POS) device and a consumer's mobile communication device establish an NFC session in accordance with each of the protocol layers of both International Organization for Standardization (ISO)/International Electrotechnical Commission (IEC) 14443 and ISO/IEC 7816 standards. A commerce application executing on the consumer's mobile communication device at a protocol layer above the ISO/IEC 14443 and ISO/IEC 7816 standards communicates a plurality of NFC application protocol data units (APDUs) to the POS device. At least one such APDU includes a consumer identifier. The consumer identifier includes a portion identifying the commerce application.