Mobile Commerce meets the Real World - Mobile Ticketing

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Ben Whitaker of Masabi's presentation to the Cellcom conference in Tel Aviv, Israel.

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  • Masabi have been producing downloadable mobile applications for over 7 years, and today Masabi secure mobile applications process millions of dollars worth of transactions every year
  • Our applications are built on three core principals –Make the application usable and relevant to the end user, and make the default use cases quick and easy on the mobile. (I’ll show you some sides of that later)Then, PORTABILITY to all popular handsets, including the older handsets that many developers avoid, to ensure the largest possible user-base for your service.For Mobile commerce – security, on all phones, to modern public standards.
  • [The screenshots above are animated, to show useful UI widgets helping the user to select from large lists, or input Credit Card numbers correctly]WAP and WEB services are Thin Clients ; good when you have a reliable, low latency connection. Mobile is not like that. – inside buildings, moving vehicles and in remote locations: connections are often dropped or unavailable.Mobile Java allows us to build FAT clients, and not just glorified mini-browsers!Applications should provide most of the interaction while OFF-LINE and then only require an occasional connection at the end to make transactions, or get updates.e.g. you should be able to review your bank account and create new payment instructions while on the metro, not only when stood still in good Here are screenshots showing how you can quickly select one station from a list hundreds long, and also how to perform local validation of credit card numbers before sending to reduce the number of unecessary network connectionsSMS Failover:Many users (more than half, we reckon) cannot make network connections from Java using WAP, because they need to switch to the correct INTERNET settings. To provide these users with an out-of-the-box instant purchase, the application can automatically detect the lack of functioning GPRS and switch to encrypted SMS instead.
  • Hold up 3510i or old Nokia S40 phoneWhen you provide transactional software for these old phones, we find that significant numbers of people use them. Can you afford to throw away 10-20% of your users?(By way of comparison Microsoft and iPhones represent around 1% of the market)To provide Portability, we use our own porting Framework: DevelopMEWe’ve seen many mobile products that are either attractive, but high-end only; or basic-looking and available on all handsets.Through DevelopME we are able to provide attractive apps on all Java phones.You have to work hard to build full function applications that work on the older phones, and you can’t out-source it, or think about it late in your dev cycle – it has to be at the core of how you build everything.It’s not just different graphics sizes and bugs, you have to build variations of UI’s that make the best use of very different input mechanisms on the different phones, and not expect the end consumer to re-learn new UI concepts that they don’t already use on their phone every day.
  • Mobile Commerce meets the Real World - Mobile Ticketing

    1. 1. Mobile Commerce meets the Real World:Mobile Ticketing<br />
    2. 2. Technology Warning!<br />Just because you can do something with mobile technology -<br />Does not mean that customers will want to use it<br />Does not mean that corporations will promote it<br />
    3. 3. Customer Adoption:<br />Normal people will only try to use new technology to do a regular daily activity…<br />…if the old way of doingit is painful enough to make them try something new.<br />At that moment: offer them a better way.<br />
    4. 4. Corporate Adoption:<br />Make a clear business case first<br />Must make more money<br />Reduce Costs or<br />Increase Sales<br />Must pay for itself in the first year<br />Capital is not easy to raise right now<br />$$$<br />
    5. 5. Who are Masabi?<br /><ul><li> 20 currencies
    6. 6. 4 alphabets
    7. 7. 2 Factor Authentication
    8. 8. Secure messaging
    9. 9. UK Rail Ticket Standard</li></li></ul><li>Channel Partners<br />
    10. 10. Banking, Remittance, Casino<br />
    11. 11. Masabi Applications<br />
    12. 12. Mobile Services<br />WAP / xHTML<br />Browser based, like on the web<br />No javascript or Ajax on most mobiles<br />Application<br />Installed on the phone <br />Dedicated, customised<br />
    13. 13. Usability – Fat Clients<br /><ul><li>Still useful without a continuous data connection
    14. 14. Optimised data entry
    15. 15. Faster responses
    16. 16. Catch mistakes quicker
    17. 17. SMS failover from GPRS
    18. 18. Avoid settings, reception & roaming problems
    19. 19. Cheaper + faster for the user
    20. 20. Send only the data
    21. 21. Flat rate data is still not common</li></li></ul><li>Portability - DevelopME<br /><ul><li>Support the popular handsets
    22. 22. Not just the “easy” ones
    23. 23. Adapt content and graphics to screen size
    24. 24. Automatic handling of handset bugs
    25. 25. Optimise experience for form factor</li></li></ul><li>Security – why? <br />To Enable Payments<br />Credit Card Transactions<br />Bank Transactions<br />WAP and SMS alone are not PCI/DSS secure<br />Why not use pSMS / Operator?<br />Too expensive for many industries(cost of Operator Billing&gt;40%; only 1% to 3% for Visa)<br />
    26. 26. Security - EncryptME<br /><ul><li>US Government Certified
    27. 27. British Telecom validated
    28. 28. IET Security Award
    29. 29. Latest Encryption Strength
    30. 30. 1024bit RSA, 256bit AES
    31. 31. Standard Server Cryptography
    32. 32. Tiny 3Kb library
    33. 33. Works on all Java phones
    34. 34. Extremely fast
    35. 35. Secures any medium
    36. 36. SMS, GPRS, Bluetooth, NFC
    37. 37. On-phone storage</li></li></ul><li>Mobile Ticket Sales<br />
    38. 38. Mobile ticket opportunity<br />Only 12% of UK rail tickets sold on the internet – most bought at station<br />Over 2/3 of mobile users do not complete registration if it’s on the web<br />So: Sign up the users when they need it<br />in a queue<br />in a hurry<br />next to a broken ticket machine<br />
    39. 39. Walk-up First Purchase <br />
    40. 40. Repeat Purchase<br />
    41. 41. Key usability points<br />No sign-up process<br />no usernames<br />no passwords<br />Mostly off-line interface, SMS backup<br />Fast repeated regular purchases<br />Auto-show tickets, full screen barcodes<br />
    42. 42. E-Ticketing Options<br />Contactless RF<br />Smart-Card (Oyster, Mi-Fare)<br />NFC Phones<br />Barcodes<br />Self-print<br />Mobile<br />Dependant on scanning hardware<br />Soft rollout option with visual inspection<br />
    43. 43. Soft roll-out option<br />Avoid up-front capital cost of full barcode scanner rollout<br />Visually inspect at launch<br />Staff report barcode ticket usage levels each week<br />Occasional SMS or scan checks<br />Staged scanner rollout for routes with significant adoption<br />
    44. 44. UK Rail Barcode Ticket Standard<br />RSPS3001 Approved in December 2008as the UK standard for self print and mobile barcode rail ticketing<br />
    45. 45. Shared Barcode Standard<br />Share self-print and mobile barcodes between Operators and 3rd party retailers<br />Public and open security<br />Based on PKI, standard SSL certificates<br />Decentralised system - robust<br />Cheap to implement and use<br />
    46. 46. Scanner Options<br />Any barcode scanner, online or off-line, must support: 2D Aztec with CCD imager<br />Handheld <br />Small basic scanners for door staff<br />Advanced PDA based scanners for service staff<br />Bluetooth scanner upgrade for Avantix Mobile 2 <br />Cash Register/EPOS Scanners<br />Connect via USB or as “keyboard wedge” in between keyboard and EPOS like a normal scanner<br />Fixed Scanners for gates or check-outs<br />Retro-fit to existing gates, user places phone on rubber face to scan<br />Or built in at manufacture by gate supplier<br />Basic<br />Advanced<br />Bluetooth<br />EPOS Scanner<br />Retro-fit <br />Fixed / gate <br />scanner <br />
    47. 47. Benefits:<br />Customer<br />Sign-up in the queue (no usernames or passwords)<br />No queues ever again<br />Quicker re-purchase<br />Tickets same price<br />Corporation<br />Lower cost per sale<br />No need to expand stations (major cost)<br />Staged capital expense on scanners<br />
    48. 48. Example Heathrow Tickets<br />Adaptive layout, size, rotation, DRM<br />
    49. 49. Case Study - Parking<br />95% of surveyed users said:“better than the IVR system we used until now”<br /><ul><li>Payments straight from phone
    50. 50. No need for explicit sign-up or passwords
    51. 51. Just type CVV again for future purchases
    52. 52. All user data entry and validation performed off-line by application
    53. 53. Secure SMS for users without data settings or with poor reception
    54. 54. New user can sign-up and pay in just one SMS</li></li></ul><li>Case Study - Ticketing<br />Chiltern Railways with YourRail<br />User feedback: “Better than the web!”<br /><ul><li>Buy anywhere
    55. 55. No paper, no queues - barcode tickets
    56. 56. Tunnels aren’t showstoppers!
    57. 57. Auto-detects SMS or GPRS
    58. 58. 1-2 SMS per ticket
    59. 59. Doubles the consumer uptake by removing Data issues
    60. 60. Quick repeat tickets
    61. 61. Customer loyalty and lock-in</li></li></ul><li>Technology Adoption:<br />People will only try to use new technology to do a regular daily activity…<br />…if the old way of doing it is painful enough to make them try something new.<br />At that moment: offer them a better way.<br />
    62. 62. ben@masabi.com+44 7788 895 894<br />

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