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Mobile Ticketing Workshop 2009
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Mobile Ticketing Workshop 2009

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GIacomo Biggiero's talk to Denmark's Mobile Ticketing Workshop in Aarhus, September 2009.

GIacomo Biggiero's talk to Denmark's Mobile Ticketing Workshop in Aarhus, September 2009.

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    Mobile Ticketing Workshop 2009 Mobile Ticketing Workshop 2009 Presentation Transcript

    • 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