Linking m-commerce to the physical point of sale


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Linking m-commerce to the physical point of sale

  1. 1. Linking m-commerce to the physical PoSAlcatel-LucentToon Coppens @touchatag31 March 2011
  2. 2. Who we are• touchatag Venture of Alcatel-Lucent• Providing mobile payment & marketing services to • Mobile operators • Enterprises (retail, city, social media,..)• Based in Belgium, US & Turkey• Active since 2008• Combined offer with ALU ventures • Optism: mobile advertising • Dekaps: mobile app dev, augmented reality & marketing agency @touchatag 2 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  3. 3. Mobile & commerce: ubiquitous
  4. 4. Mobile & commerce: closing the loop ? Customer Communication Advertising & Customer identification, direct marketing Reporting & Analytics Sales
  5. 5. South-Korea Telecom: Q-StoreScan in shop & buy online Scan 2D barcodes or NFC tags in the shop & buy online via the mobile 5 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  6. 6. Mobile & commerce: many use cases
  7. 7. Secure identification at the PoS• Criteria • Usability • Availability • Security • Personal • Cost • Future proof• Technologies • Contactless • 2D barcodes
  8. 8. NFC promise: Mobile phone as Swissknife of secure mobile applications •web •access •communication •couponing •payment •advertising •loyalty •transport Using Near Field Communication technology
  9. 9. NFC phones (March 2011 snapshot)• Available NFC phones include a.o.: Google Nexus S Samsung Star S5230 Nokia C7 Sagem Cosyphone• More makers to announce NFC phones in 2011: • LG, RIM, HTC, Sony-Ericsson, Samsung • Projections: additional >50 million NFC handsets shipped in 2011 • Frost & Sullivan expects >860 million NFC phones by 2015
  10. 10. Every card becomes a mobile application Real time Balance Transaction history Business expense On the fly subscription Personal coupons P2P transactions
  11. 11. NFC payment demo• Payment scheme: • Alcatel-Lucent Mobile Wallet Service micro-payment scheme • Based on stored value account (e-money, loyalty, coupons…)• Consumer Phone: Google Nexus S NFC in tag emulation mode• Merchant: mobile NFC phone Google Nexus S as point of sale
  12. 12. Mobile marketing techniques
  13. 13. Retail Industry & M-Commerce ReportingAnalytics Stock mgmt Customer segmentation Queue length Opex costs Cost of Cash handling Sales increase Loyalty Sales activation Sales frequency Customer interaction CRM Know Your Customer
  14. 14. Starting guide Objectives Applications Channels Models Services Sales Contactless Closed vs User Self Saving increase card/sticker Open loop registration Sales Coupon Online / (e)-PoS Reporting & frequency Services Mobile Web Integrated vs Analytics non integrated Sales Gift Mobile Balance activation voucher application interface for Uniform vs web / mobile segment Shopping based Prepaid NFC phone analytics program Know Club card Open ended your (access..) 2D barcode vs time customer limited campaigns Opex M- reduction Commerce
  15. 15. Orange – SwitzerlandSMS based couponing 15 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  16. 16. SMS coupon uptake1. Almost 50% of the subscribers are interested by Commercial SMS2. Leading to a purchase in 21% of casesThis proportion reaches 53% for 15-24 years old, and 62% for women. 16 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  17. 17. Adidas – Mobinil EgyptMobile advertising to PoS sales Source: Alcatel-Lucent 17 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  18. 18. Target - USMobile coupons 18 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  19. 19. Starbucks - USMobile for closed loop prepaid and loyalty Who? Worldwide retail chain Cost reduction on transaction costs Goals Loyalty Prepaid account for PoS payment Application Merchant loyalty program: tracking stars Channels Temporary 2D barcode generation Closed loop, top-up via cash deposit, credit/debit card Model Cash register integration Services Mobile application
  20. 20. La croissanterie - FranceLoyalty & coupon services, use1. Dedicated contactless card2. 2D barcode application3. Any contactless transport card (Navigo) 20 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  21. 21. Sanoma Magazines & Sanoma MVNOContactless loyalty & prepaid – mobile stickers European publisher active in 13 countries, market leader in Finland, Who? Netherlands, Belgium.. Flair Mobile: MVNO Sales and sales frequency increase Goals Identify PoS consumer for further sales activation Loyalty for Flair Magazine: 4 + product plus Application Prepaid program for Humo Magazine: pay for 10 and get 12 Channels Contactless stickers, POS GPRS reader , website Model Closed loop, not integrated into PoS, targeted, limited in time Services website, SMS self registration, activation
  22. 22. City of AntwerpCity marketing - City loyalty card Stimulate participation in sports and culture Goals Increase local community sense Improve the city offering based on consumption analytics Application Loyalty card & saving program for the citizens and tourists Channels Contactless card, POS devices, online Model Loyalty club, gift vouchers, saving program Services Registration, location & check in based savings, reward clearing + 1 points at + 1 points at -1 coupon for free swimming library access museum pool Loyalty & Coupon Wallet 22 | Touchatag |April 2010
  23. 23. McDonalds - JapanNFC coupon services
  24. 24. Maxis - MalaysiaNFC smart posters 24 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  25. 25. Solution components consumer Balance check Communication Communication SMS Reporting & Analytics administration transactions NFC PoS Mobile 2D Wallet Campaign management WEB Admin Service (merchant Mobile Profile server Consumer registration /brand) consumer Application Program Database APIs External Social Payment networks networks25 | Touchatag |April 2010
  26. 26. Solution management
  27. 27. Conclusions• Mobile marketing • should become part of any multi-channel strategy • can influence directly PoS sales results • is feasible today• Remote communication services • SMS/MMS – Web – Mobile application+• Identification services • Connected contactless cards - 2D barcode -> to evolve to NFC phones