Mobile Marketecture – a guide to sustained adoption!
Social Videos

Personalization

AR

Location

Gamification

Commerce
...
Marketecture for DFW Airport (Feature Set)
Flight Info

Parking Info

Shop/Dine Info

Personalization

Location

Promotion...
DFW International Airport Promotion Wire Frame Concept
1

2

5

4

6

Screen Information

3

3

1.
2.
3.
4.
5.
6.

Home – ...
Houston Airport System Story Board

4

© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all ...
Houston Airport System Wire Frame Concept

5

© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo a...
DELL Hardware/Software IMACD Wire Frame Concept

6

© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T...
St. Louis Science Center Engagement Artifacts

7

© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlo...
SAP Sybase Capital Markets Campaign with Sicola-Martin

8

© 2010 AT&T Intellectual Property. All rights reserved. AT&T, t...
9

© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein ar...
City of Albuquerque ABQ Ride Mobile Transit

10

© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlog...
11

© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein a...
Persona from CMO client engagement

12

© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all...
Social intelligence and purchases can be the source of
personas used for UI/UX design and next new product.
Social Graph

...
Dynamic Customer Messaging
Experiment Overview
•

Leveraging the BSL we can deliver customized messaging at the point of s...
Virtual Gift Card
Experiment Overview

•

Enabled by the ‘Interim NFC Payment’ development, a Virtual Gift Card app is cre...
‘Interim’ Mobile Payments
Experiment Overview
•

Rather than enabling ‘full’ NFC, we can experiment with an interim soluti...
Wholesaler Coupon Offers
Experiment Overview

•

Can the Wholesaler set up Coupon offers in the BSL that can be applied at...
Virtual Receipts
Experiment Overview
•

With the potential of the Leading-edge peripherals and BSL, can we innovate the wa...
myC-store Personalization
Experiment Overview

• Customers log into the C-store portal (myC-store concept) and create a pr...
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Mobile Portfolio of Cole's Experience with AT&T Teams

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Mobile applications for response, converstion, POS, loyalty, transit, payment and operations.

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Mobile Portfolio of Cole's Experience with AT&T Teams

  1. 1. Mobile Marketecture – a guide to sustained adoption! Social Videos Personalization AR Location Gamification Commerce Triggers Voice UI POS / IR / NFC New Endpoints Analyze Maintain Hosting Localization Ongoing Enhance Evergreen Crowdsourcing © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
  2. 2. Marketecture for DFW Airport (Feature Set) Flight Info Parking Info Shop/Dine Info Personalization Location Promotion Redemption mPOS & mCom Contactless Pay New Endpoints Analyze Maintain Hosting Localization Ongoing Enhance Evergreen Airport Guide © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
  3. 3. DFW International Airport Promotion Wire Frame Concept 1 2 5 4 6 Screen Information 3 3 1. 2. 3. 4. 5. 6. Home – maps (Star for You are Here), gate location, restaurants, ads, coupons, ratings Basic Search – ads, specials or coupons displayed from CCA based on search of restaurant Advanced Search – ads, specials or coupons pushed based on proximity to gate location Search Results to for DFW amenities – restrooms, special needs, trains, hotels, transport View of terminal shops, area attractions Social media – may be in app using a widget for feedback or traditional Like function © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
  4. 4. Houston Airport System Story Board 4 © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
  5. 5. Houston Airport System Wire Frame Concept 5 © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
  6. 6. DELL Hardware/Software IMACD Wire Frame Concept 6 © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
  7. 7. St. Louis Science Center Engagement Artifacts 7 © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
  8. 8. SAP Sybase Capital Markets Campaign with Sicola-Martin 8 © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
  9. 9. 9 © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
  10. 10. City of Albuquerque ABQ Ride Mobile Transit 10 © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
  11. 11. 11 © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
  12. 12. Persona from CMO client engagement 12 © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
  13. 13. Social intelligence and purchases can be the source of personas used for UI/UX design and next new product. Social Graph Demographics • • • • • Name: Age : Birthday: Gender: Family: Jose Garcia 22 Oct 2, 1990 Male Married Interest Graph • Brands: Nike, Puma • Celebrities: Will.I.AM Mario Lopez, Eva Longoria, Bruno Mars • Music: Usher 13 • • • • Activity Graph • CHECK-IN 7-11, Taco Bell , HEB • RSVP: Mavericks FIFA Mexico Soccer © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners. FRIEND: Age: Gender: Likes: Mario 23 Male Soccer Life Events • Birthday: Turned 22 in October • Promoted Crew Lead • First child in March • Moved to Dallas
  14. 14. Dynamic Customer Messaging Experiment Overview • Leveraging the BSL we can deliver customized messaging at the point of service (POS or OPT) • Through a customer identifier we can deliver customer specific messages, offers etc. • This can be combined with other experiments and offers such as pump rollback, C-Store couponing etc. • We will experiment with different ways of displaying the messaging (e.g. legacy OPT vs next generation screens) • If time permits we will ‘push’ the BSL/architecture/network to experiment with streamed customized media Learnings • Architecture BSL Does the BSL need to pass messages through the POS application (e.g. to the price pole) or can it communicate directly to peripherals • Can we leverage the BSL Phase II work for API integration • To what extent can we ‘customize’ the message. Individual customer or customer segment • What is the impact of this on the transaction times • Enhanced Loyalty Interface Can customer engagement be improved/customized without the need for new hardware Cost Effort $ 82,000 Next Gen Telecoms Simple POS – Site Simplify Site Lean Hardware (Lean Architecture) Architecture 80 days Simple POS – Software Agility Business Service (BusinessLayer Services Layer) © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners. Leading-edge Leading-edge Fuel Pump Peripherals Peripherals
  15. 15. Virtual Gift Card Experiment Overview • Enabled by the ‘Interim NFC Payment’ development, a Virtual Gift Card app is created that allows the customer to top-up their account and pay at the pump using a single tap of their phone • The BSL holds an account for each customer rather than linking to a payment card (not in scope for PCI). This can be topped up online, via the mobile app or auto topped up when the credit falls below a set amount • The customer initiates and processes the transaction only using their app and not the OPT or CRIND • This can be linked to the Loyalty account in the BSL so only a single tap is required, or rewards rollback for Gift Cards Learnings Architecture • What are the options for top up? Via app? Web? C-Store payment? • How would this fit alongside C-store’s traditional payments architecture? • What are the security implications of storing account data (even for a gift card) • What business opportunities does this create for C-store e.g. Weekly fuel allowance for kids? Holiday bonus for staff? • Where are there opportunities to combine this with Loyalty? Cost Effort $50k USD Next Gen Telecoms Lean Site Architecture 40 days Business Service Layer © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners. Smartphone s Leading-edge Fuel Pump Peripherals
  16. 16. ‘Interim’ Mobile Payments Experiment Overview • Rather than enabling ‘full’ NFC, we can experiment with an interim solution whereby the authorization is initiated by reading a tag (NFC or QR code) and the phone initiating the authorization with the BSL. This would allow C-store to have a mobile payment offer quickly with minimal investment (only a sticker for the pump) and no POS integration • This would likely (initially at least) only be applicable for non-PCI cards (possible use case would be to use a C-store Gift Card app– ‘top up’ managed online/on app and customer controls transaction (amount to be dispensed etc.) through the app • Wincor have proposed a similar out of the box solution (no BSL integration) so we will test packaged vs. custom • Is an unsolicited Pre Auth feasible • Would the authorization response need to go through the EPS or direct via IFSF to Site Controller Learnings Architecture Tandem • What is the impact on Retailer reconciliation • If NFC, what communications could be sent back to app from BSL • What are the advantages/limitations of custom .NET BSL vs Wincor packaged • Enhanced Loyalty Interface How does this impact C-store security (even though not PCI) • BSL Could Wincor packaged work with non-NAMOS POS Cost (a) $ 141,000 Next Gen Telecoms (b) $ 145,000 Simple POS – Simplify Site Lean Site Hardware (Lean Architecture) Architecture Tag Effort (a) 130 days Simple POS – Software Agility Business Service (Business Services Layer) Layer © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners. (b) 120 days Leading-edge Leading-edge Fuel Pump Peripherals Peripherals
  17. 17. Wholesaler Coupon Offers Experiment Overview • Can the Wholesaler set up Coupon offers in the BSL that can be applied at site to drive C-Store sales. Examples include: • Fuel $50 and receive $5 store coupon • $1 coffee 6am – 9am • We will experiment with how the coupons are created (by wholesaler in BSL), how they are distributed (pushed to mobile app, printed at dispenser to drive traffic to C-Store) and how they are applied (read by peripheral an communicate to BSL) • Wincor have proposed a solution (that requires NAMOS POS and is offline) so we will test packaged vs custom • QR vs EAN13 vs NFC Learnings Architecture W/sale • What are the security/data privicy requirements regarding segmenting Wholesaler functionality • Can we integrate the scanner/NFC reader directly with the BSL without having to integrate with POS application • Do receipt printers support barcode printing (customised by BSL). What POS integration is required for printing • What are the advantages/limitations of custom .NET BSL vs Wincor packaged • BSL Can Wincor solution work with non-NAMOS POS Cost (a) $ 110,000 Next Gen Telecoms (b) $ 125,000 Simple POS – Simplify Site Lean Site Hardware (Lean Architecture Architecture) Enhanced Loyalty Interface Scanner Effort (a) 50 days(b) 50 days Simple POS – Software Business Service Agility (Business Services Layer Layer) © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners. Leading-edge Peripherals
  18. 18. Virtual Receipts Experiment Overview • With the potential of the Leading-edge peripherals and BSL, can we innovate the way receipts are delivered to enhance CVP • We will experiment with email, NFC and to C-store app via internet from BSL • There would be a business case both from a cost (receipt paper at 14,000 sites) and a ‘green’ perspective • This could be an innovation for Fuel Card/Corporate customers for expenses management • There many also be other NFC innovations/integration with Google wallet that we will experiment with to deliver a ‘complete’ NFC experience Learnings Architecture • • Can email addresses be entered at POS/OPT (like Apple Store). Is this realistic • Are there other ways to provide email (signing up for C-store app/Loyalty and receipt delivered by BSL) • What development is required for OPT/POS systems • How does this align with scheme requirements for receipts? • BSL What fiscal information do we need from POS for receipt (Tax number, address etc.) Will this be included in the NFC protocols when they emerge? Cost Tag Effort $ 100,000 Next Gen Telecoms Enhanced Loyalty Interface Simple POS – Site Lean Simplify Site Hardware (Lean Architecture) Architecture 40 days Simple POS – Software Agility Business Service (Business Services Layer) Layer © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners. Leading-edge Fuel Pump Leading-edge Peripherals
  19. 19. myC-store Personalization Experiment Overview • Customers log into the C-store portal (myC-store concept) and create a profile that dictates how they would like to be engaged • When the customer is identified at the dispenser (through Loyalty identifier/C-store Virtual Gift Card), the BSL is able to control how the customer is engaged with. Opportunities include: • Loyalty: Linked Loyalty accounts for channel partners • Receipt: Emailed, printed, posted, Quicken, sent monthly • Media: Choose the media to be shown at the pump (for PoC) • Offers: Show C-Store offers, carwash, fuel offers, preferences Learnings Architecture • What are the opportunities for the customer to control how C-store engaged with them? • What can we learn from other companies that have similar concepts e.g. Hotel rewards? Grocery retailers? • What is required at the POS to manage this e.g. can we remotely configure a receipt not to print? Cost $50k USD Next Gen Telecoms Effort Lean Site Architecture 40 days Business Service Layer © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners. Leading-edge Fuel Pump Peripherals

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