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Has Anyone Asked a Customer?
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Has Anyone Asked a Customer?



Short talk on NFC, payments and mobile applications @ the ModUX Conference (http://moduxcon.com/) in Amsterdam.

Short talk on NFC, payments and mobile applications @ the ModUX Conference (http://moduxcon.com/) in Amsterdam.



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  • This is so correct. Keeps me up at night.
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  • So important, because most of the NFC people I know have never asked a customer for anything. They don't know how I want to shop. I want information at the right time in the right context so I can make informed decisions. If someone helps me do that, I will gladly subscribe to more or buy the stuff they recommend.
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  • ContentsSome thoughts on paradigm shiftsRe-thinking the nature of transactions and transaction actorsProximity mobile payments: card emulation or not? 3 case studies from The Netherlands to validate consumer acceptance of NFCRebooting the conversation from a consumer point-of-viewWhat do we expect from a wallet, or a payment instrument?Is NFC a “tech-push’ or a “consumer pull’?How to differentiate with NFC?
  • So I was thinking about some of the old conceptions of “e-commerce” and the “e-wallet” that we used to have at Netscape and MCI (1994-1996), when we were first deploying HTTPS.
  • Speed & efficiencyGlobal marketsProducts & choicesComparison, reviewsThe long tailSocial mediaViral movements & newsMonetising clicksSpamPorn
  • MNOs tend to generate their revenues from “transaction-based business” (sale of SMS, data, voice calls), whereas margins on actual “transactions” for banks are thinning in most markets, and in some cases unprofitable in general.For banks, the question about the value of payments services is a burning one these days – especially for developed world banks, but also for the developing world as well.Deposit-taking and lending are major differentiating business lines of banks, although some MNOs and other parties are starting to make moves in this direction.
  • Hard to ignore card’s ubiquity for retail payments in developed markets.However, for online payments – will this apply in the same manner? Especially for the younger generation ..
  • “Pinnen met je mobiel” retail shopping and payments trial using contactless PIN (NL direct debit) from Aug 2007- Feb 2008 Payment with a secure application on the mobile phone (Samsung x700)Also featured storage of value for recycled bottles on the phone – save your value, cash it in or donate it.Highly successful trial, proven consumer acceptance/trust a mobile as secure debit card replacement.
  • Proof-of-concept programme for NFC payment for soft drinks using MiniTixPartners: Capgemini, Coca-Cola, Rabo Mobiel, Yoonison, MiniTixBeginning in Apr 2007, 30 locations nation-wideProof-of-concept ‘Kroketjeuit de muur’ met je telefoon, Oct-Nov 2007 Capgemini, FEBO and Mertens GroupMiniTix NFC trial in Amsterdam (NFC mobile phones, cards)Proof-of-concept programme to explore cash management, saves coin traffic, fraud management
  • Major Dutch retailer Albert Heijn wanted to trial a new retail formula in their “To Go” storesNFC shelf-level tag shopping, as customer filled her basketCustomer built up a list of what they were buying, and performed self-checkout without queuing at busy store countersDiscounts and specials applied automaticallyReceipt can be printed upon existOccasional control checks to validate purchases
  • The case is clear for our creativity to make virtualised ecosystems work.But it will take a lot more creativity, usability and value to become a real business driver.And for banks, they also need to achieve this without sacrificing trust, security, longer-term relationships, and (a certain degree of) transparency.The case is clear for our creativity to make virtualised ecosystems work.But it will take a lot more creativity, usability and value to become a real business driver.
  • Although item-level NFC/RFID tags are too expensive right now. Maybe we can print them soon ..And you could do the same thing with image recognition software presumably in the future .. And you could still (more easily?) pay with a card when you get to the POS …

Has Anyone Asked a Customer? Presentation Transcript

  • 1. Has Anyone Asked a Customer? ModUX Conference 2013 (20 September 2013) Dan Armstrong (dan.armstrong@takashimobile.com)
  • 2. marketplaceMCI (1994-96)
  • 3. marketplaceMCI (1994-96)
  • 4. 1-800-MUSiC-NOW (1996)
  • 5. How shall we define “transaction”? Bank Account Value Transfer, Payments Value Depletion, Prepaid, Wallets, Transportation Loyalty, Points, Coupons, Transformation Moments Eyeballs, Trust, Engagement, Action <?>
  • 6.  50% of consumers will pay more for products they trust  78% of consumers will look first to trusted brands when in need of products or services  78% of consumers are willing to give trusted brands a chance, even if unsure of what value the product or service will bring to them  82% of consumers will choose to use a trusted brand’s products or services frequently, rather than move between brands  83% of consumers will recommend a trusted brand to others, often un-prompted Trust? Concerto Marketing Group, Vancouver BC, Canada / Ontrack Advisory, Singapore (April 2013)
  • 7. Focusing on “transactions” Transactions are the Channel ”I have a pipe and/or network and I want to monetise the investments I made in creating it.” ”I want as much to get through that pipe and the (mobile) phones accessing it as possible.” Transactions via the Channel ”I have stuff I want to do via channels. Enable my consumers to control their bank account, make a payment, get a ticket, see an ad, save or use loyalty points, etc.” ”I need as many (cost effective) channels and pipes to do it.”
  • 8. Mobile Proximity Payments: A Fundamental Divide Card Emulation Bypass Card Emulation  Phone takes the place of a physical card to transact at a physical merchant location  Consumers are comfortable with card operating models  Standardisation and ubiquity of acceptance points a must for economies of scale  Requires compatible card/mobile acceptance infrastructure  Trigger remote payment with phone (apps, other manner)  Confirmation can be pushed to merchant, but how to localise the payment location without NFC?  Receipt can be printed at POS  Latency in making payment this way vs. cards  EMV / secure PIN keypad  Card acceptance still required
  • 9. Card Emulation vs. Bypassing Card Emulation CounterEnables Payment value on the card value in “the cloud’ Mobile Authentication EnablesPayment card-emulationbypasscard-emulation Card Authentication EnablesPayment
  • 10. Mobile NFC PIN Emulation Trial @ C1000 (2007-08)
  • 11. Mobile NFC for Low-Value Payments in Vending (2007-08)
  • 12. NFC Mobile as Retail Shopping Tool, Issued Device & Acceptance Point @ AH To-Go (2008)
  • 13. Mobile phones accepting cards, leverages existing card bases UseaPhoneto AcceptaCard Payment UseaPhoneto AcceptaNon- CardPayment
  • 14. Will BLE fill the gaps? (last week’s announcements) PayPal Beacon Estimote iBeacon PayPal Beacon and iBeacon aren’t really about the “transaction” in the traditional sense. They focus on the “customer journey” – and seek to address the next- generation merchant’s priorities.
  • 15. What do we expect from a wallet?  A place to store cash?  A place to store payment tokens?  A place to store other tokens?  A personal object?  A private object?  Something small enough to be portable/mobile?  … but … do we need a physical object?
  • 16. Then, what do we expect from a transaction device?  Identification of myself, my rights and capabilities, memberships.  Identification of myself, an authentication tool for payment.  Secure, multi-factor  Tamper-resistant/evident  Personal and private  Easy to use  … but … do we need a
  • 17.  Consumers seem to love and trust it • But who will pay for it’s implementation … merchants, banks, mobile operators, handset manufacturers?  Given the “app revolution” in so many of our markets, what value does NFC bring to payments? • Convenience? • Put all cards in one apparatus? The phone-shaped wallet .. • Addiction to mobile phones, but not to our wallets? • Leave cards at home? • Add value to transactions? The Consumer’s Perspective on NFC?
  • 18.  Cards seem to be entrenched in many markets, and are likely to remain in play for the foreseeable future, simply increasing the issuer and acquirer costs.  But, is NFC is fundamentally different from previous steps forward in functionality .. ? The Consumer’s Perspective on NFC? SMS Mobile Data Apps Online Shopping & Payment
  • 19. Virtualisation benefits are clear, from the bank’s POV .. 0 50 100 150 200 250 300 350 400 450 500 1980 1985 1990 1995 2000 2005 2010 *1million Contacts via devices (e.g. web browser/internet, mo bile phone, IVR) Total Customer Contacts Contact via a bank advisor, bank branch
  • 20. For your consideration .. impulse purchase / spam
  • 21. For your consideration ..
  • 22. Thank You! Dan Armstrong Takashi Mobile | Financial Services Rapenburgerplein 81 1011 VJ Amsterdam The Netherlands www.takashimobile.com dan.armstrong@takashimobile.com +31 652 085 071 skype: dd.armstrong