"Q. What type of battery does the FloJack run on? A. The FloJack runs on a standard 3V lithium cr2023 battery. You can find these at any grocery or convenience store."
Apparently, the dongle isn't powered by the host phone. No details were given on how long the dongle lasts on one battery, but if it's shorter than several months, I don't think this solution will catch on.
This thing looks like a round version of the Square card reader, a dongle that also plugs into an iPhone's headphone jack but doesn't require its own power source. So what gives?
If the headphone jack doesn't provide enough power for the NFC reader, perhaps they should release one that connects to the Dock connector or Lightning connector instead. Which of course does mean they'll have to deal with Apple.