1. RFID – A WAY TO BOOST REVENUE
IN LAGUNA PHUKET
Presented by:
Ho Sin Hang Brian
Ho Yu Fan
Leung Yuk Ping Cassandra
Wan Ho Kuen Louis
This case study is contributed by the students of
Masters Degree of Science in Electronic Commerce
and Internet Computing of The University of Hong
Kong.
October 2009

2. 5 Deluxe Resorts Hotels are located at Phuket Island in Thailand and
surrounded by large lagoons along with a 8-kilometers beautiful beach.
Banyan Tree
Phuket
Angsana Laguna
Phuket
Allamanda
Laguna Phuket Dusit Thani
Laguna Phuket
Outrigger Laguna
Phuket Beach Resort
BACKGROUND
2

3. WHY ALIGNMENT ?
3
Lots of facilities but low in usage
Counterfeit bills or signatures cause loss in bad debts
Apply new technologies to encourage spending
RFID is a convenient and fast speed technology

4. WHY RFID ?
4
RFID - a small device that could identify an individual
RFID - could be used to track objects
A RFID chip could be embedded in a bracelet or
wristband
Applying it in a resort hotel, it could mean many
things……

5. KeyLime Cove Water Resort in US
http: www.keylimecove.com
Smart Wristband
No worry losing the room key or cash
The Wristband can be used for :
Vending machines
Lockers
Restaurant
Spa
Gift shop
Fun photos
SUCCESSFUL CASE ?
5

6. HOW THE RFID WORKS ?
Check in
Passport
RFID wristband
Counter
Central server
Personal info
Unique id
Unique id = Personal identity
6

7. HOW THE RFID WORKS ? (Cont’d)
In the resort
RFID
reader
Point
of Sale
Unique id Transaction Info
(Unique id, purchases,
amount, date, time, etc.)
Central server
7

8. Counter
HOW THE RFID WORKS ? (Cont’d)
Check out
Central server
Bill Summary
…
Item 1 $xxx.xx
Item 2 $xxx.xx
…
…
Total : $x,xxx.xx
RFID
reader
Unique id
Settle all
transactions
in a batch
8

9. WHAT THE BENEFIT ?
9
Promote the
Company
Image
(intangible)
Enhance
Customer
Experience
(intangible)
Increase
the Sales
Improving the Return on Investment

10. 1. INCREASE THE SALES
No need to pay cash.
No need to sign the bill.
Spend anytime, anywhere in the resort.
More sales.
More revenue.
10

11. 1. INCREASE THE SALES (Cont’d)
RFID
reader
Central server
Buy the photos
by pressing
buttons on the
remote control.
Unique id,
photos
Photo anywhere
Unique id
11

12. 1. INCREASE THE SALES (Cont’d)
Play anywhere
RFID
reader
Unique id,
transaction
No need to bring along with coins
Central server
Unique id
12

13. 1. INCREASE THE SALES (Cont’d)
Eat anywhere
RFID
reader
Unique id,
transaction
Usually no coins when engaging water
sport games
Central server
Unique id
13

14. 1. INCREASE THE SALES (Cont’d)
RFID
reader
RFID
reader
Central server
Unique id,
transaction
Lockers anywhere
Locker at swimming pool
Locker at gymnasium
RFID as locker key.
Pay once to use lockers
anywhere.
Unique id
Unique id
14

15. 1. INCREASE THE SALES (Cont’d)
Central server
Bill Summary
…
Item 1 $xxx.xx
Item 2 $xxx.xx
Item 3 $ xx.xx
…
…
Total : $x,xxx.xx
Account affiliation
Parent’s bill includes children’s transactions.
15

16. 2. ENHANCE CUSTOMERS EXPERENCE
A transaction limit could be set up for the
sub-accounts (Kids)
Bills could be checked anytime
Company webpage
TV set in the bedroom
Kid’s location could be checked
A room key is embedded.
16

17. 2. ENHANCE CUSTOMERS EXPERENCE (Cont’d)
Convenience and an enjoyable shopping experience
Customers could be addressed by name (optional)
A higher chance to come back
Customer information and behaviors could be
analyzed.
e.g. favorable dishes, attractions, facilities.
promotions and improvements could be arranged
accordingly.
17

18. 3. PROMOTING EXCELLENCE IN BRANDING
Excellence Services and User-friendly Environment
First of few to equip the technology in Asia
Improving collaborative branding
A focal point among the cities
Advanced technology will draw the customers
attention to the resorts and facilities
18

19. NETWORK INFRASTRUCTURE
Centralized Clearing
& Settlement Server
Router / Switch
…. Hotel Local Server(s)
….….
Wireless Router / Switch
POS workstations / Game zone
Firewall
Billing
Server(s)
Business
Integration
Billing
Server
Controller(s)
Reader(s)19
Billing
Server(s)
19

20. COST
RFID embedded wristbands
RFID readers in different spots. e.g. restaurant, snack
bar,
vending machines, check-in Counters
Computers that connect to central servers
Network devices : -
Wireless Router
Cable Router
Network Switches
Central Servers
Storage Servers
Training & installation (including interference test)
20

21. PRIVACY ISSUE
Database access control
Centralized Clearing & Settlement Server
Functionality
Financial / transactions data and customer personal data
are stored in different database. Settlement according to
the unique identifier of the RFID Wristband Tag.
Thin client computers can be used at the points of sale
terminals.
Encryption
Triple Des
Coprocessor installed on the wristbands for unique
identifier encryption.
Authentication
RAS
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22. 22
Thank You !