Self-Service e-Ticketing on Self-Print and Mobile - given at Travel2020
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Self-Service e-Ticketing on Self-Print and Mobile - given at Travel2020

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A talk on barcode self-print and mobile phone ticketing, given by Masabi CEO Ben Whitaker at London's Travel2020 show in September 2010.

A talk on barcode self-print and mobile phone ticketing, given by Masabi CEO Ben Whitaker at London's Travel2020 show in September 2010.

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  • 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.
  • This is circa end 2008 – since then, there are many more on left and one more on right. None on right have operator subsidies.Nokia are the most pro-active NFC handset manufacturer.
  • [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.
  • 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.

Self-Service e-Ticketing on Self-Print and Mobile - given at Travel2020 Presentation Transcript

  • 1. Self-Service & eTicketing
    on Self-Print and Mobile
  • 2. Who are Masabi?
    • Masabi build mobile ticketing solutions
    • 3. Founded 2002
    • 4. Award winning and certified security
    • 5. Ticket sales and delivery from mobile handsets
    • 6. Projects:
    Mobile tickets for:
    Developed the UK’s RSP6 barcode ticketing standard
  • 7. eTicketing
  • 8. Why introduce eTicking?
    TOC Incentives:
    Reduce cost of sales
    Capex and Opex on people and machines
    Reduce queues
    Gather more customer Data
    Encourage modal shift through down-sell
    Enable new product types
    Increase revenue through up-sell and cross-sell
    Customer Incentives:
    Avoid the pain of queues – catch the train
    Cheaper Tickets, such as Advanced
  • 9. UK Rail eTicket Types
    Barcode
    Contactless NFC
    ITSO National Smart-Card
    Season and Concessionary passes
    Self-Print Barcode
    Web Purchases
    Mobile NFC
    Walk-up, Advanced
    & all other tickets
    Mobile Barcode
    Walk-up, Advanced
    & all other tickets
  • 10. NFC – Not Today
    NOKIA HANDSETS
    NOKIA NFC HANDSETS
  • 11. Technology Warning!
    Just because you cando something with new technology –
    Does not mean customers will adopt
    Does not mean that companies will make money from it
  • 12. User Adoption of “new”?
    Normal people only try a new technology to do something…
    …if the old way of doing it is painful enough to make them try.
    At that moment: offer them a better way.
  • 13.
  • 14. Mobile Ticket Sales
  • 15. Mobile Purchase Workflow
    Human readable
    and scannable tickets
    ToD pickup option for routes not accepting Barcode yet
  • 16. Mobile Barcode Tickets
    WAP/MMS/Images
    Any phone with MMS always has WAP
    SMS-pictures not big enough for RSP
    Compromise between text and barcode
    Re-sizing can be an issue
    DRM not always supported
    Smart Application
    Full-screen, no re-sizing issues
    Text and barcode separate
    Application organises tickets
  • 17. Usability of Mobile Apps
    • Still useful without a reliable data connection (unlike WAP)
    • 18. Optimised data entry
    • 19. Catch mistakes before networking
    • 20. Journey and Payment Card reuse
    • 21. SMS failover from GPRS
    • 22. Avoid settings, reception & roaming problems
    • 23. Cheaper + faster for the user
    • 24. Send only the data
    • 25. Flat rate data is still not common
  • Walk-up First Purchase
  • 26. Repeat Purchase
  • 27. Key Usability Points
    No sign-up process!
    no usernames
    no passwords
    Mostly off-line interface, SMS backup
    Fast repeated regular purchases
    Full screen barcodes for fast scanning
  • 28. Barcodes andScanning Infrastructure
  • 29. UK Rail Barcode Ticket Standard
    RSPS3001 Approved in December 2008as the UK standard for self print and mobile barcode rail ticketing
  • 30. Shared Barcode Standard
    Public and open security
    Based on standard SSL certificates
    Each TOC generates and sign tickets with their own private key
    Scanners only contain list of TOC public keys to scan and validate
    Decentralised system
    robust and can operate off-line
    cheap to implement and use
    Share self-print and mobile barcodes between Operators and 3rd party retailers
    Integrate with standard EPOS
  • 31. Flexible Ticket Data
    More free space for single TOC products and extra entitlements“Includes free cup of Costa Coffee and 2 Adults entry to Disneyland”
    Cross sale opportunities can finally make the ticket sales channel work harder, and release more revenue from the whole journey
  • 32. Soft Scanner Rollout
    Free
    pennies
    £x,000
    £££
    £££££
  • 33. Barcode Suppliers
    Masabi work with established Systems Integrators and suppliers to ensure that innovative barcode services are delivered with industrial scalability and reliability
  • 34. How to Rollout Barcode?
    Ask your Web ticket sales system provider to enable barcode ticketing, controlled by route and ticket type
    Brief revenue enforcement staff on how to perform visual inspection of e-Tickets
    Advertise it (in stations next to queues best)
    Gradually add scanners and gate scanners as each route experiences more adoption of eTickets
  • 35. Capital Expenditure Items
  • 36. Summing
    Up
  • 37. Chiltern / YourRail Case Study
    User feedback:“Better than the web!”
    • Buy anywhere
    • 38. No paper, no queues - barcode tickets
    • 39. Tunnels don’t break the system
    • 40. Auto-detects SMS or GPRS
    • 41. 1-2 SMS per ticket
    • 42. Doubled the consumer uptake by removing Data issues
    • 43. Quick repeat tickets
    • 44. Customer loyalty and lock-in
  • Benefits of Barcode
    Customer
    Sign-up in the queue (no usernames or passwords)
    No queues ever again
    Quicker re-purchase
    Tickets same price
    Operator
    Lower cost per sale
    No need to expand stations
    Staged capital expense on scanners
  • 45. Business Case, User Case
    People will only try new technology to perform a regular activity…
    …if the old way is painful enough to make them try something new.
    At that moment offer them a better way.
  • 46. Ben Whitaker
    ben@masabi.com
    +44 7788 895894
    ExecutiveSummary