Reaching consumers
using mobile phones
Joe Horwood, GS1 Global Office
ECR Baltic Forum 2009
Brands and retailers need to
                 innovate to be successful

                              “Innovation is our ...
Mobile is a key channel to innovate
                 and grow

                     A communicative device



            ...
Video example: Nokia Life Tools




             4
© 2009 GS1
Mobile Consumers in EU

        For Belgium, France, Italy & Spain penetration rate of mobile equipment is 99,5% on
      ...
But… brands and retailers cannot
                 use mobile in a mass way today
        • Too complex
           • Not in...
Standards and collaboration are key
                 success factors
                                “Once a standard take...
For 30 years GS1 has focused on
                    optimising the B2B Supply Chain

                        Flow of infor...
Consumers now have mobile phones
                    and the internet


                            Flow of information


...
Now GS1 want to optimise the
                    B2B2C supply chain

                                          Flow of inf...
That means integrating the
                    consumer
                                    Flow of information




      ...
Video example: ShopSavvy




             12
© 2009 GS1
4 major uses of mobile
                   Commercial Information
                   • Product information and services
   ...
Key questions for brands & retailers

        • What is your strategy for mobile?
        • What business units are affect...
GS1 MobileCom vision
         •   All consumers have access to trusted product information and
             related servic...
What is Extended Packaging?

             Consumer              Mobile phone                   Brand/Retailer




      A ...
Extended Packaging : A foundational
                      application for mobile commerce
                                ...
What have we done so far

      • Established GS1 MobileCom community
           • Multi-user Steering Committee
         ...
GS1 MobileCom : get involved
         • White Paper available at www.gs1.org/mobile

         • Next physical meeting Pari...
Any questions?




             20
© 2009 GS1
For more information…

        If you need to know any further information about this
        presentation of to get in to...
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Joe horwood gs1

  1. 1. Reaching consumers using mobile phones Joe Horwood, GS1 Global Office ECR Baltic Forum 2009
  2. 2. Brands and retailers need to innovate to be successful “Innovation is our lifeblood – new ideas and products that make consumers' lives better, build customers' sales & profits, and build P&G's market share, sales, profits, and total shareholder return” AG Lafley, CEO, Procter & Gamble 2 © 2009 GS1
  3. 3. Mobile is a key channel to innovate and grow A communicative device A connective device An intelligent device A transactional device 3 © 2009 GS1
  4. 4. Video example: Nokia Life Tools 4 © 2009 GS1
  5. 5. Mobile Consumers in EU For Belgium, France, Italy & Spain penetration rate of mobile equipment is 99,5% on average and represent 206 million consumers. These consumer are able to : Send SMS Take photos Access Internet 79% 63% 30% Future information services from retailers could target a large scale of users : 129 million 62 million 162 million consumers with consumers with consumers with barcode rich mobile text message scanning & applications local data 5 5 © 2009 GS1
  6. 6. But… brands and retailers cannot use mobile in a mass way today • Too complex • Not integrated with business processes • Limited experience and success of using new media to connect with consumers • Too costly • Many platforms • Few standards • Not scalable 6 © 2009 GS1
  7. 7. Standards and collaboration are key success factors “Once a standard takes hold, people start to focus on the quality of what they are doing as opposed to how they are doing it ” Thomas L. Friedman, The World is Flat 7 © 2009 GS1
  8. 8. For 30 years GS1 has focused on optimising the B2B Supply Chain Flow of information Supplier Manufacturer Retailer Consumer Flow of goods 8 © 2009 GS1
  9. 9. Consumers now have mobile phones and the internet Flow of information Supplier Manufacturer Retailer Consumer Flow of goods 9 © 2009 GS1
  10. 10. Now GS1 want to optimise the B2B2C supply chain Flow of information Supplier Manufacturer Consumer Retailer Flow of goods 10 © 2009 GS1
  11. 11. That means integrating the consumer Flow of information Supplier Manufacturer Consumer Retailer Flow of goods 11 © 2009 GS1
  12. 12. Video example: ShopSavvy 12 © 2009 GS1
  13. 13. 4 major uses of mobile Commercial Information • Product information and services • Personalised information, advice, coaching Mobile Commerce • Store Location • Promotions, mobile commerce websites Customer relations • Loyalty, couponing • Customer acquisition Payment • Contactless payment • Transport, parking, ticketing 13 © 2009 GS1
  14. 14. Key questions for brands & retailers • What is your strategy for mobile? • What business units are affected by mobile? • How is data about your products available to business partners and consumers? • What impact will mobile have on in-store environment? • How are you getting what you want from the mobile industry? 14 © 2009 GS1
  15. 15. GS1 MobileCom vision • All consumers have access to trusted product information and related services via their mobile phones. • All stakeholders use GS1 standards to make this possible and so ensure interoperable, scalable and cost-effective applications. • In general, collaborative Mobile Commerce applications are enabled by an open infrastructure. 15 © 2009 GS1
  16. 16. What is Extended Packaging? Consumer Mobile phone Brand/Retailer A consumer has a By using a mobile phone Satisfied consumers, question about a product to interact with the pack deeper understanding, they are buying they find the answer they increased trust, better need. sales. 16 © 2009 GS1
  17. 17. Extended Packaging : A foundational application for mobile commerce Environment/Ethical Certified Health/Wellness Access to services/ Loyalty programs Product location Advice Detailed Community information/ Origin 17 17 © 2009 GS1
  18. 18. What have we done so far • Established GS1 MobileCom community • Multi-user Steering Committee • 300 people, 180 organisations • Understood business needs of GS1 members • Got to know mobile industry (GSMA, MMA, OMA) Mobile Commerce Position Paper on Data Extended Packaging White Paper Carriers for Mobile Commerce Pilot Handbook Feb 2008 18 Sep 2008 Feb 2009 © 2009 GS1
  19. 19. GS1 MobileCom : get involved • White Paper available at www.gs1.org/mobile • Next physical meeting Paris, 18 – 19 November 2009 19 © 2009 GS1
  20. 20. Any questions? 20 © 2009 GS1
  21. 21. For more information… If you need to know any further information about this presentation of to get in touch with any of the speakers, contact: Joe Horwood, GS1 +32 473 33 47 85 joe.horwood@gs1.org www.gs1.org/mobile 21 © 2009 GS1

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