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The mobile commerce overview

The mobile commerce overview. Pál Miletics, Product Manager pmiletics@pannon.hu +36 20 9303926 Pannon GSM Plc. Mobil data technology: 400-54,000,000 bps. HSDPA. SMS. 3G. WLAN. Data. GPRS. EDGE. HSCSD. 1.8 Mbps. 160 byte/ 7 sec. 53.6 kbps. 179.2 kbps. 384 kbps. 11-54 Mbps.

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The mobile commerce overview

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  1. The mobile commerce overview Pál Miletics, Product Manager pmiletics@pannon.hu +36 20 9303926 Pannon GSM Plc.

  2. Mobil data technology: 400-54,000,000 bps HSDPA SMS 3G WLAN Data GPRS EDGE HSCSD 1.8 Mbps 160 byte/ 7 sec 53.6 kbps 179.2 kbps 384 kbps 11-54 Mbps 43.2 kbps 9.6-14.4 kbps

  3. Broadband Internet • ADSL • PCMCIA or handset Csatlakozva: GPRS Csatlakozva: EDGE Csatlakozva: 3G 100% 100% 100%

  4. Mobil Broadband – coverage!

  5. What end users are looking for? sportsresults ads banking video PIM game chat stocks news a2a music email mms positioninginfo,maps payment

  6. The mobile provider’s role in m-commerce

  7. M-commerce from the customer‘s point of view • The customer wants to access: • information • goods • services any time and in any place on his mobile device. • He can use his mobile device to: • purchase tickets for events or public transport, • pay for parking, • download content and even order books and CDs. • He should be offeredappropriate payment methods. • They can range • from secure mobile micropayment to service subscriptions.

  8. M-commerce from the Provider‘s point of view • The future development of the mobile telecommunication sector is heading more and more towards value-added services. Analysts forecast that soon half of mobile operators‘ revenue will be earned through mobile commerce. • Consequently operators as well as third party providers will focus on value-added-services. To enable mobile services, providers with expertise on different sectors will have to cooperate. • Innovative service scenarios will be needed that meet the customer‘s expectations and business models that satisfy all partners involved.

  9. Characteristics of m-Commerce Services • Mobile commerce is more than offering access to e-commerce services from mobile devices. • A genuine m-commerce service has to make sensible and creative use of the properties of mobile devices such as: • Portability - The customer can access services and be reached anywhere anytime. • Trustworthiness - Sensitive information can be stored securely on the mobile device, secure transactions can be carried out. • Localisation - Information and services can be adapted to the user‘s position. • Access to user profiles - Information and services can be adapted to the user‘s preferences.

  10. Classes of M-Commerce Applications

  11. Product matrix „Distance” merchant Individual product / product type Pre-paid recharge Internet payment Parking-ticketing Utility payment Mobil Banking Gambling Services Shops P2P Bank card account Payment method Client bank account Micro payment account

  12. Comparison between E-commerce and M-commerce Source: Elliott, Phillips, 2004

  13. CONCEPTION & DESIGN TECHNOLOGY SYSTEM INTEGRATION OPERATIONS & HOSTING MANAGEMENT & PARTNERING LIVE M-commerce Value Chain CONCEPTION & DESIGN • Indepth Analysis & Conception • Application Design & Development • Strategic & Commercial Consultancy • Development ofBusiness Models • Establishing the Right Business Case for the Individual Customer

  14. CONCEPTION & DESIGN TECHNOLOGY SYSTEM INTEGRATION OPERATIONS & HOSTING MANAGEMENT & PARTNERING LIVE M-commerce Value Chain TECHNOLOGY • Leading Edge Technology • Mobile Shopping Platform • Cross Linking • Personalization • Multi-Level Campaigning • Digital MarketplaceSolutions • Multichannel e-Businessand m-Commerce Platforms

  15. CONCEPTION & DESIGN TECHNOLOGY SYSTEM INTEGRATION OPERATIONS & HOSTING MANAGEMENT & PARTNERING LIVE M-commerce Value Chain SYSTEM INTEGRATION • System Integration into existing portals & solutions • Merchant & content integration • End-to-end testing • Porting into life production systems

  16. CONCEPTION & DESIGN TECHNOLOGY SYSTEM INTEGRATION OPERATIONS & HOSTING MANAGEMENT & PARTNERING LIVE M-commerce Value Chain OPERATION & HOSTING • Housing and/or hosting • 24/7 onsite support • Application monitoring & maintenance • Hotline

  17. CONCEPTION & DESIGN TECHNOLOGY SYSTEM INTEGRATION OPERATIONS & HOSTING MANAGEMENT & PARTNERING LIVE M-commerce Value Chain MANAGEMENT & PARTNERING • Platform Management • Content- and Merchant Partnering

  18. Key to success • Segmented approach • M-commerce solutions • Dedicated resources focusing on the m-commerce segment • Extended marketing communication activities (BTL, events) • Dedicated direct sales force, dealers & customer care • Life cycle management program – dedicated retention group

  19. Services E-mail file 10 Kbyte Web Page 9 Kbyte Text File 40 Kbyte Large Report 2 Mbyte Video Clip 4 Mbyte Film with TV Quality Speed and data that you might want to transmit? 2G 8 sec 9 sec 33 sec 28 min 48 min 1100 hr PSTN 3 sec 3 sec 11 sec 9 min 18 min 350 hr ISDN 1 sec 1 sec 5 sec 4 min 8 min 104 hr 3G 0.04 sec 0.04sec 0.2 sec 7 sec 14 sec >5hr 2G+ 0.7 sec 0.8 sec 3 sec 2 min 4 min 52 hr Source: UMTS Forum

  20. M-commerce applicatios M – Commerce Applications WASP Job Dispatch CRM Advertising Music Games Telematics Telemetry Auctions Supply chain Integration Video Healthcare Shopping Information Provisioning Broking M-payment Banking Ticketing Reservations E-bill E-salary Security Information Management SMS SMS Toolkit WAP GPRS EDGE 3G HSDPA 1998 2000 2002 2004 2005 2006 1999 SMS IM Chat E - mail PIM Customer care UIM Source: Durlacher, Veba M – Commerce Enabling Applications

  21. Technology roadmap B2C Timetables / events SMS applications Basic communication Notification Mobile Payments Data Mining/KM Lotus Solutions Basic Web Access e.g. Accomodation G S M B2E/B2C Intranet Access Time Recording Back Office System Access Telematics Unified Messaging WAP Push Advertising, Special offers Location Based Services Bluetooth Enhanced Web Access G P R S B2B/B2E/B2C Video Conferencing Video Data Bulk Data Transfer Full Web Access 3 G

  22. Evolution of capabilities and usage What the technology will support

  23. Content and applications Entertainment • Music • Games • Graphics • Video • Pornography • Ringtone Communications • Short Messaging • Multimedia Messaging • Unified Messaging • e-mail • Chatrooms • Video - conferencing M- commerce Transactions • Banking • Broking • Shopping • Auctions • Betting • Booking & reservations • Mobile wallet • Mobile purse Information • News • City guides • Directory Services • Maps • Traffic and weather • Corporate information • Market data Source: Lehman Brothers, Forrester research, Company reports.

  24. 1 new message Message Sent! Sending Message An example – pay taxes through your mobile Amount Payable Payment Type Select Account Administration Confirmation Confirmation Menu Menu Transaction Successful! 45 EUR council tax charged to bank account: Road Tax Transaction code: PGSM555-13652152 Fees Fees Council tax payment Road tax: 45 EUR Charged to Bank account Confirm? Money transfer Money transfer Bank account Bank account Administration Messages 45 EUR Industrial tax Savings account Council tax payment Industrial tax Council tax payment Road tax Road tax Tourism tax OK OK OK OK Select Select Menu Read Read Menu Close OK OK OK OK OK OK Select Menu Close Menu

  25. bank account 12345678-123456 mobile payment instruments cryptography The basic concept: a trusted client side SECURE MOBILE COMMERCE APPLICATIONS Our mobile commerce solution features a trusted client-side agent that is based on a multifunctional SIM card, mobile payment instruments and strong cryptography.

  26. Select product: Pay As You Go AT&T calling card CLUB calling card OK Product ideas: prepaid applications PAY-AS-YOU-GO • Benefits • no need to go buy a top-up card or spend time online or with an IVR call centre • top-up not tied to a location or internet connection: it can now be executed literally anytime and anywhere • promotes usage of service • increases customer loyalty • the opportunity for handling third party prepaid applications LONG DISTANCE CALLING CARD

  27. Select service: Mobile banking P2P Prepaid Top-up Utility bill payment OK Product ideas: direct mobile payment PERSON-TO-PERSON PAYMENT • Benefits • saves users time and related costs • more flexible than check payment • easy, customer friendly interface • a convenient and widely accessible payment channel • can also replace cash payment in certain scenarios UTILITY & CREDIT CARD BILLS

  28. Select scheme: GSM premium Bay Sears Shoppers Club OK Product ideas: loyalty programs VENDOR PROGRAMS • Benefits • forget the bulky purse with dozens of plastic loyalty cards • offer users easy local administration of their point balances • automatically produces real-time, well-organised and personalized marketing information forthe provider • new, direct customer care channel for third party providers MULTIVENDOR SCHEMES

  29. Select service: Mobile newsletter Coupons Current promo Store locator OK NEWSLETTER New: mobile coupons Let us introduce our new mobile couponsystem that you will soon see on your mobile handset. Based on theidea of paper-based sales COUPON Product ideas: mobile marketing MOBILE NEWSLETTER WITH COUPONS MOBILE PRODUCT PROMOTION CELL-BASED BROADCASTING

  30. BUILDING A CUSTOMER DATABASE MULTIVENDOR SCHEMES Select service: Balance query Redeem points Help Store locator OK PERSONAL MARKETING Mineral water 10 baht Product ideas: mobile loyalty

  31. PAY-AND-PICKUP SERVICE IN-STORE PAYMENT Select service: In-store payment Pay and pickup Online payment Store locator OK ONLINE SHOPPING Product ideas: mobile payment

  32. PARKING P2P PAYMENT DOWNLOADABLE GAMES PREPAID TOP-UP Select service: Payment Banking Loyalty Content download OK TRANSPORT MOBILE CASINO MOBILE PAYMENT DIRECT MERCHANTS CINEMA TICKETS MOBILE LOYALTY MOBILE BANKING More products... ... and there is more. Our solution supports all major mobile application areas through a single, standard-based, open technical platform.

  33. Mobile Commerce • Enable customers to conduct commerce • using a wireless device and data connection • that results in the transfer of value in exchange forinformation, goods or services

  34. MobileShopping service • Enable Prepaid and Post-pay subscribers to purchase • digital/physical goods, services • information from their credit-limit and topped-up fees at any merchant that is connected to the MobileShopping system • Based on a reselling business model • Pannon buys the merchant product and resells it to the subscribers • Pannon takes the invoicing over from the merchant • Limited number of goods and services that can be resold (due to legislations) • Automatically activated for all Pannon subscribers

  35. Parking fees Ticketing On-line shopping Small adds Highway tickets Gambling MobileShopping System Movie tickets Rail ticketing News and magazine subscription Gifts Books, CDs, DVDs Prepaid top-up Products and Services

  36. Universal Balance Monthly Credit-Limit Cash points (ATMs) Internet Bank,TeleBank Pannon Showrooms MobileShoppingPRS MobileShopping, PRS Telco, PRS, MobileShopping Prepaid Subscribers Pannon partners, Pannon top-up card, Petrol stations, Other electronic terminals (e.g.: Post office, IBUSZ) Telco, PRS Requirements:Universal balance and Credit-limit Balances topped-up at any of the 4 channels are automatically credited the subscriber’s universal balance Post-pay Subscribers Post-pay Subscribers Prepaid Subscribers

  37. Internet (SOAP/WS) 2 4 MobileShopping System 3 Internet WAP SMS SMS WAP Merchant 5 3 5 5 1 1 1 Subscriber The MobileShopping model • The customer initiates the shopping process through any of the available shopping channels. • The merchant indicates the customer’s shopping request towards the MobileShopping System. • The MobileShopping System verifies the customer’s balance and asks for confirming the shopping. • Once the shopping is confirmed the MobileShopping System confirms that to the merchant. • The merchant delivers the product or service to the customer.

  38. Typical MobilePayment services • Payments with remote merchants • Electronic bill present • Traditional payments – with physical presence • Peer to peer payments

  39. Utility 623 bill. HUF Taxi 50 bill. HUF Parking 16 bill. HUF Telecomm. 400 bill. HUF Vending m. 40 bill. HUF Governance 15 bill. HUF Small Shops 400 bill. HUF Fast food 34 bill. HUF Ticketing 15 bill. HUF Public trans. 147 bill. HUF L.C. airlines 25 bill. HUF Online shops 5 bill. HUF Restaurants 147 bill. HUF Highway 20 bill. HUF Online gamb. 20 bill. HUF The MobilePayment merchants’ market in Hungary

  40. Motorway toll system • Motorway toll payment in SMS • Based on Pannon’s MobileShopping System • Post-pay subscribers (Credit-limit/universal balance) • Prepaid subscribers (universal balance) • Valid for all Hungarian motorways • D1 category • Toll payment for 4 days • Motorcycles and automobiles up to 3.5 tons, along with any trailers • Developments • Weekly and monthly motorway toll payment in SMS

  41. MobilePayment System Bank Subscriber The MobilePayment model 2 Accepting places 3 6 5 1 4 4 7

  42. Characteristics of Motorway toll payment • Motorway tolls paid in SMS are equivalent to the physical motorway-vignettes • The service is easy to use, motorway tolls can be paid anywhere, anytime in an SMS • Quick, there is no need for registration or stopping the journey • Prepaid and Post-pay Subscribers both can use the service

  43. +36208100100 Menu +36208100000 Successful Motorway-Vignette payment! License plate number:ABC123 D1 4 days-Valid until: 2006.11.03 23:59 Price:1170+100 Ft transaction fee Identifier:1234567890123 ÁAK zRt. Create message Text messages Create message Are all the details correct?If yes, send a reply SMS (e.g. yes) to 8100000. Product: motorway-vignette Price:1270Ft Info: license p.ABC123,D1 4 days ÁAK zrt. Phone number: 1 message received Message sent Sending message Sending message Message sent 1 message received Phone number: 8100000 8100100 Create message Create message Menu Menu Close ABC123 yes Select Select Select Menu Menu Reply Show Show Ok Ok Customer Experience

  44. A foreign example - Austria

  45. SIM card SIM card Digital Rights Management key management digital signature key management digital signature SIM Tool Kit applications Handset Handset Java- or Smartphone based applications limited display functionality Technology Technology basic mobile applications mobile payment SMS rich functionality on handset cross content payment platform GPRS, Bluetooth, 3G+ Client-side roadmap SIM card SIM card Service Components on Client Side Handset Present Future

  46. Real-time guidewith nearest cinema & mobileticketing Paper guide& telephone Online guide &online ticket reservation E-mails, attachments, SMS, videos etc. Video-telephony, Photo messaging via mobile Phone, postcards & pictures Gameboy, Playstation etc. Board games (Interactive) Mobile gaming Changing Lifestyles & End-user Habits 1990 2000 2007 Find out a nice movieand buya ticket Sending a “hello” from vacation GamingService

  47. Global m-commerce infrastructure Network • Billing and payment infrastructure • Service coverage • Dependability (reliability, availability survivability) • Quality of Service (QoS) (data transfer, content) • Transactional service delivery • Interoperability (networks, terminals, services) • Roaming • Authentication • Profile management • Encryption key management • Terminals • Portability • Usability • Functionality • Interoperability • Compliance with standards • Authentication and authorization support • Security (encryption) • Payment support

  48. Convergence?...Yes, But What IS IT Really? • Technical Convergence? • Platform Convergence? • Software Convergence? • Form Factor Convergence? • Process Convergence? • User Interface Convergence? • Mindset Convergence? • DIVERGENCE???

  49. Convergence Made Real… Convergence will come to life Natural technical evolution… 50 years ago 20 years ago 5 years ago NOW

  50. CommunicationsSector Vision Convergence will come to life that integrate… • (IP transport means no longer • paid on distance) • Mobile phone • (Developers driving key solutions) • Hosted collaboration • IPTV • (All about relationships • and partners) • Movies • Ring tones

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