Linking m-commerce to the physical point of sale
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Linking m-commerce to the physical point of sale






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    Linking m-commerce to the physical point of sale Linking m-commerce to the physical point of sale Presentation Transcript

    • Linking m-commerce to the physical PoSAlcatel-LucentToon Coppens @touchatag31 March 2011
    • 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.
    • Mobile & commerce: ubiquitous
    • Mobile & commerce: closing the loop ? Customer Communication Advertising & Customer identification, direct marketing Reporting & Analytics Sales
    • 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.
    • Mobile & commerce: many use cases
    • Secure identification at the PoS• Criteria • Usability • Availability • Security • Personal • Cost • Future proof• Technologies • Contactless • 2D barcodes
    • NFC promise: Mobile phone as Swissknife of secure mobile applications •web •access •communication •couponing •payment •advertising •loyalty •transport Using Near Field Communication technology
    • 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
    • Every card becomes a mobile application Real time Balance Transaction history Business expense On the fly subscription Personal coupons P2P transactions
    • 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
    • Mobile marketing techniques
    • 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
    • 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
    • Orange – SwitzerlandSMS based couponing 15 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
    • 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.
    • Adidas – Mobinil EgyptMobile advertising to PoS sales Source: Alcatel-Lucent 17 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
    • Target - USMobile coupons 18 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
    • 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
    • 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.
    • 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
    • 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
    • McDonalds - JapanNFC coupon services
    • Maxis - MalaysiaNFC smart posters 24 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
    • 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
    • Solution management
    • 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