Mobile Ticketing Workshop 2009

Mobile Ticketing
GiacomoBiggiero

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

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.

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!
$$$

Agenda

Agenda
Who Are Masabi?
Why rail ticketing?
How does it work?
What do we believe is important in Mobile?
How do we develop the apps?

Who Are Masabi?

About Masabi

20 currencies
4 alphabets
2 Factor Authentication
Secure messaging
UK Rail Ticket Standard

Why
?
ExecutiveSummary

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

Address Customer Needs!
UK Rail Tickets – mainly bought in the station!

Consumer needs?
Avoid queuing
Fits their user case (buy at the station)
Avoid missing trains

Operator needs?
Low roll out costs
Low fixed costs
Lower marginal costs
Than ticket machines or staff
Reduce station congestion

Solution
Phone becomes your ticket
Masabi defined the official UKRail barcode ticketing standard
Phone becomes a ticket machine
Buy a ticket whilst on the move
Never queue again!
Chiltern Railways trial showed:
Not just for young males
Often user’s 1st transaction with a phone

How does it work?

Walk-up First Purchase

Repeat Purchase

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

UK Rail Barcodes
Reliable, fast
Offline scanning
Tickets still work when Internet doesn’t!
Open security
PKI signatures prevent modification
Public Key verification is cheap, easy
Royalty free, open barcodes
Aztec scans best on a handset screen

UK Rail Barcode Ticket Standard
RSPS3001 Approved in December 2008as the UK standard for self print and mobile barcode rail ticketing

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

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

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

Benefits:
Customer
Sign-up in the queue (no usernames or passwords)
No queues ever again
Quicker re-purchase
Tickets same price
Corporation
Lower cost per sale
No need to expand stations (major cost)
Staged capital expense on scanners

How Do We Develop Our Applications?

Considerations
User probably moving
Must be simple
Must be resilient
Has user got alternatives?
Cash
Debit/credit cards
PC

Masabi Applications

Mobile Services
WAP / xHTML
Browser based, like on the web
No javascript or Ajax on most mobiles
Application
Installed on the phone
Dedicated, customised

Wap Ticketing
Wap Push with ticket URL
User downloads ticket
Saves image like a wallpaper
Must trust OMA DRM
A lot of effort to size image
Handsets often rescale an image that is slightly too big or small
This plays havoc with barcode scanners!

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

Not All About The iPhone

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

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)

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

Pick Your Battles
A successful service must offer a significant advantage to the user
An mPaymentmust be easier than cash and cards
Just because a user can do something, doesn’t mean they will
Offer net pain relief

giacomo@masabi.com+44 7876230761