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Mobile Commerce meets the Real World - Mobile Ticketing

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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.

    We’re using on-screen barcodes to show the ticket values for reading by automatic gates, or checking by the train guards who carry hand-held scanners.The ticket code can be transferred to the NFC element on compatible phones (like this nokia 6131) but this handset is the only mainstream GSM handset with NFC and we’ve not heard of others in the pipeline.Even when NFC services become mainstream, you will still need a secure interface to purchase entitlements, before they get transferred to the NFC element.

    75% (roughly) UK airline tickets purchased online,Yet only 2% of heathrow express tickets bought on-lineBecause people only think and act on their public transport needs as they approach the station.Mobile can give every user their own ticket machine, that never has a queue.

    Simple – simply put in your car, your credit card, and how long you want to park.Brand new user can sign up and pay in just one secure SMS (or 0.02pence worth of data)Extend your parking without returning to the vehicle.

    Credit Card details entered just once into the application.Users have said “easier to use the mobile purchase than web purchase” because of quick, optimised workflow.

    Come see me after for live demos, or to chat about building secure mobile applications form-commerce,Banking,Ticketing,Messaging,Read our blog for more details on security.blog.masabi.com

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    Mobile Commerce meets the Real World - Mobile Ticketing - Presentation Transcript

    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
    16. 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
    17. Walk-up First Purchase
    18. Repeat Purchase
    19. 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
    20. 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
    21. 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
    22. UK Rail Barcode Ticket Standard
      RSPS3001 Approved in December 2008as the UK standard for self print and mobile barcode rail ticketing
    23. 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
    24. 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
      Basic
      Advanced
      Bluetooth
      EPOS Scanner
      Retro-fit
      Fixed / gate
      scanner
    25. 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
    26. Example Heathrow Tickets
      Adaptive layout, size, rotation, DRM
    27. 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
    28. Case Study - Ticketing
      Chiltern Railways with YourRail
      User feedback: “Better than the web!”
      • 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
    29. 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.
    30. ben@masabi.com+44 7788 895 894

    + Tom GodberTom Godber, 2 months ago

    custom

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