FeliCa is a contactless RFID smart card system from Sony in Japan, primarily used in electronic money cards.
Official website: http://www.sony.net/SonyInfo/technology/technology/theme/felica_01.html
FeliCa Lite aka RC-S965
NFC Forum Type 3 Tag
From NFC Forum: Type 3 Tag is based on the Japanese Industrial Standard (JIS) X 6319-4, also known as FeliCa. Tags are pre-configured at manufacture to be either read and re-writable, or read-only. Memory availability is variable, theoretical memory limit is 1MByte per service.
At least you need to set the system code to 12FCh to make the RC-S965 behave as a NDEF formatted NFC Forum tag. RC-S965 answers as a NDEF formatted NFC Forum tag only when "12FCh" specified in the Polling command.