mobile commerce meets the real world - mobile ticketing
DESCRIPTION
A presentation given by Ben Whitaker of Masabi Ltd at the Mobile Content Conference and Awards 2009 in Seoul, Korea.TRANSCRIPT
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Mobile Commerce meets the Real World:Mobile Ticketing
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Technology Warning!
Just because you can do something with mobile technology -
Does not mean that customers will want to use it
Does not mean that corporations will promote it
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Customer Adoption:
Normal people will only try to use new technology to do a regular daily activity…
…if the old way of doingit is painful enough to make them try something new.
At that moment: offer them a better way.
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Corporate Adoption:
Make a clear business case first
Must make more money Reduce Costs
or Increase Sales
Must pay for itself in the first year Capital is not easy to raise right now
$$$
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Who are Masabi?
2002 •First in-gamemicropayments
2004 •First mobile viral apps
2006•Playtech mobile casino•750+ handsets•6 languages
2007•First certified mobile security•3Kb EncryptME•Award winning
2008•Ticketing•Money transfers•Banking
• 20 currencies• 4 alphabets
• 2 Factor Authentication• Secure messaging• UK Rail Ticket Standard
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Channel Partners
Transport Finance & Banks
Entitlement & Venues
Gaming
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Masabi Applications
Security
• Public certification
• End-to-end
• Fast and small
Portability
• Popular handsets
• All form factors
• Fragmentation
Usability
Offline functionsInteractive experienceSlick and attractive
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Mobile Services
WAP / xHTML Browser based, like on
the web No javascript or Ajax
on most mobiles
Application Installed on the phone Dedicated, customised
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Usability – Fat Clients Still useful without a continuous data
connection
Optimised data entry Faster responses Catch mistakes quicker
SMS failover from GPRS Avoid settings, reception &
roaming problems
Cheaper + faster for the user Send only the data Flat rate data is still not common
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Portability - DevelopME Support the popular handsets
Not just the “easy” ones
Adapt content and graphics to screen size
Automatic handling of handset bugs
Optimise experience for form factor
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Security – why?To Enable Payments
Credit Card Transactions Bank Transactions WAP and SMS alone are not PCI/DSS secure
Why not use pSMS / Operator? Too expensive for many industries
(cost of Operator Billing>40%; only 1% to 3% for Visa)
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Security - EncryptME US Government Certified
British Telecom validated IET Security Award
Latest Encryption Strength 1024bit RSA, 256bit AES Standard Server Cryptography
Tiny 3Kb library Works on all Java phones Extremely fast
Secures any medium SMS, GPRS, Bluetooth, NFC On-phone storage
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Mobile Ticket Sales
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Service Video
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Mobile ticket opportunityOnly 12% of UK rail tickets sold on the
internet – most bought at station
Over 2/3 of mobile users do not complete registration if it’s on the web
So: Sign up the users when they need it in a queue in a hurry next to a broken ticket machine
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Walk-up First Purchase
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Repeat Purchase
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Key usability points
No sign-up process no usernames no passwords
Mostly off-line interface, SMS backup
Fast repeated regular purchases
Auto-show tickets, full screen barcodes
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E-Ticketing Options
Contactless RF Smart-Card
(Oyster, Mi-Fare) NFC Phones
Barcodes Self-print Mobile
Dependant on scanning hardware
Soft rollout option with visual inspection
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Soft roll-out option Avoid up-front capital cost of
full barcode scanner rollout
Visually inspect at launch
Staff report barcode ticket usage levels each week
Occasional SMS or scan checks
Staged scanner rollout for routes with significant adoption
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UK Rail Barcode Ticket Standard
RSPS3001 Approved in December 2008 as the UK standard for self print and mobile barcode rail ticketing
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Shared Barcode Standard
Share self-print and mobile barcodes between Operators and 3rd party retailers
Public and open security Based on PKI, standard
SSL certificates
Decentralised system - robust
Cheap to implement and use
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Scanner Options Any barcode scanner, online or off-line,
must support: 2D Aztec with CCD imager
Handheld Small basic scanners for door staff Advanced PDA based scanners for service staff Bluetooth scanner upgrade for Avantix Mobile 2
Cash Register/EPOS Scanners Connect via USB or as “keyboard wedge” in
between keyboard and EPOS like a normal scanner
Fixed Scanners for gates or check-outs Retro-fit to existing gates, user places phone on
rubber face to scan Or built in at manufacture by gate supplier
Retro-fit Fixed / gate scanner
EPOS Scanner
Basic Advanced
Bluetooth
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Benefits:Customer
Sign-up in the queue (no usernames or passwords)
No queues ever again Quicker re-purchase Tickets same price
Corporation Lower cost per sale No need to expand stations (major cost) Staged capital expense on scanners
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Example Heathrow Tickets
Adaptive layout, size, rotation, DRM
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Case Study - Parking
Payments straight from phone No need for explicit sign-up or passwords Just type CVV again for future purchases
All user data entry and validation performed off-line by application
Secure SMS for users without data settings or with poor reception New user can sign-up and pay in just one SMS
95% of surveyed users said: “better than the IVR system we used until now”
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Case Study - Ticketing
Buy anywhere No paper, no queues - barcode tickets Tunnels aren’t showstoppers!
Auto-detects SMS or GPRS 1-2 SMS per ticket Doubles the consumer uptake by removing Data issues
Quick repeat tickets Customer loyalty and lock-in
Chiltern Railways with YourRailUser feedback: “Better than the web!”
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Technology Adoption:
People will only try to use new technology to do a regular daily activity…
…if the old way of doing it is painful enough to make them try something new.
At that moment: offer them a better way.
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