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Mobile Commerce meets the Real World: Mobile Ticketing

Mobile Commerce meets the Real World: Mobile Ticketing. 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. Customer Adoption:.

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Mobile Commerce meets the Real World: Mobile Ticketing

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  1. Mobile Commerce meets the Real World:Mobile Ticketing
  2. 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
  3. 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.
  4. 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 $$$
  5. Who are Masabi? 20 currencies 4 alphabets 2 Factor Authentication Secure messaging UK Rail Ticket Standard
  6. Channel Partners
  7. Masabi Applications
  8. Mobile Services WAP / xHTML Browser based, like on the web No javascript or Ajax on most mobiles Application Installed on the phone Dedicated, customised
  9. 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
  10. 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
  11. 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)
  12. 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
  13. Mobile Ticket Sales
  14. Service Video
  15. Mobile ticket opportunity Only 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
  16. Walk-up First Purchase
  17. Repeat Purchase
  18. 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
  19. 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
  20. 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
  21. UK Rail Barcode Ticket Standard RSPS3001 Approved in December 2008as the UK standard for self print and mobile barcode rail ticketing
  22. 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
  23. 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
  24. Benefits: Customer Sign-up in the queue (no usernames or passwords) No queues ever again Quicker re-purchase Tickets same price Corporation Lower costper sale No need to expand stations (major cost) Staged capital expense on scanners
  25. Example Heathrow Tickets Adaptive layout, size, rotation, DRM
  26. Case Study - Parking 95% of surveyed users said:“better than the IVR system we used until now” 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
  27. Case Study - Ticketing Chiltern Railways with YourRail 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 User feedback: “Better than the web!”
  28. 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.

  29. ben@masabi.com+44 7788 895 894

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