Tom Godber
- CTO Masabi
- Co-Founder MoMo Estonia

ESTONIAN NOT ESTONIAN

 The mobile experience is about PAIN
 Texting on a Moto…
 Nokia moves the S60 icons in every new
handset
 User experience is becoming
important
 Ex-RAZR users often don‟t Moto again
 But nothing is perfect, even Steve

 Good ideas are common
 Good ideas which actually work
aren‟t
 Given handset constraints
 Given real world conditions
 Compared to off-mobile alternatives

 A successful service must offer a
significant advantage to the user
 An mPayment must be easier than cash
and cards
 Just because a user can do
something, doesn‟t mean they will
 Offer net pain relief

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

 Lots of hype
 (Almost) no handset support
 NFC already embedded on cards
 Habit: you pay with a card, why use
phone?
 BUT: NFC on SIM may be interesting
 Launched last week in Thailand
 For markets without much card use…?

 SIM Toolkit
 SMS
 Basic browser
 AJAX browser
 Installed application

 Runs on every handset
 Simple UIs
 Very big eg. in African banking
 The operator is your customer
 No potential to run “off-deck”
 Only operator lets you on the SIM

 Good for simple transactions
 Easy to set up, works on everything
 High cost
 30-60% operator cut
 Best for low-value high-margin items
 Insecure
 Can be read on stolen phones
 Can be read on the network

 Wap1 was insecure with “Wap Gap”
 Plain text through gateway
 Very low encryption strengths
 Wap2 is better
 Dumb client
 Data mis-entry is painful
 Repeat page loads slow and expensive
 Hard to store tickets etc
 SMS Picture Message – little data
 MMS – can be mangled

 Offers great advantages to developer
 No upgrade concerns, etc
 Great on your desktop PC
 Fast, free, always-on data connections
 Plenty of speed, memory and electricity
 Overhead of XML + scripts + repeat
HTTP doesn‟t matter
 Users all using mouse and big screen
 Does that remind you of mobile?

 You don‟t have to be the „best‟
 Sometimes being the only option is good
enough
 NOT suitable for everything
 Remember, pick your services
 Good for:
 Recurring purchases
 Flaky connections
▪ Retries, SMS fallback, fat intelligent client

 Ticket purchase in UK
 Aimed at repeat users
 Intelligent client
 Helps user with data entry
=> minimises resends
 Submits credit card purchase with
one encrypted SMS
 Good when signal strength low
 2D barcode display for ticket
 Optimised for on-screen scanning

 There is no single „best platform‟
 Most topics expanded on the
Masabists blog
http://blog.masabi.com/