More Related Content Similar to Mobile Portfolio of Cole's Experience with AT&T Teams (20) More from Cole Whitney (19) Mobile Portfolio of Cole's Experience with AT&T Teams1. Mobile Marketecture – a guide to sustained adoption!
Social Videos
Personalization
AR
Location
Gamification
Commerce
Triggers
Voice UI
POS / IR / NFC
New Endpoints
Analyze
Maintain
Hosting
Localization
Ongoing
Enhance
Evergreen
Crowdsourcing
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2. Marketecture for DFW Airport (Feature Set)
Flight Info
Parking Info
Shop/Dine Info
Personalization
Location
Promotion
Redemption
mPOS & mCom
Contactless Pay
New Endpoints
Analyze
Maintain
Hosting
Localization
Ongoing
Enhance
Evergreen
Airport Guide
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3. DFW International Airport Promotion Wire Frame Concept
1
2
5
4
6
Screen Information
3
3
1.
2.
3.
4.
5.
6.
Home – maps (Star for You are Here), gate location, restaurants, ads, coupons, ratings
Basic Search – ads, specials or coupons displayed from CCA based on search of restaurant
Advanced Search – ads, specials or coupons pushed based on proximity to gate location
Search Results to for DFW amenities – restrooms, special needs, trains, hotels, transport
View of terminal shops, area attractions
Social media – may be in app using a widget for feedback or traditional Like function
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4. Houston Airport System Story Board
4
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AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
5. Houston Airport System Wire Frame Concept
5
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of
AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
6. DELL Hardware/Software IMACD Wire Frame Concept
6
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of
AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
7. St. Louis Science Center Engagement Artifacts
7
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of
AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
8. SAP Sybase Capital Markets Campaign with Sicola-Martin
8
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of
AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
9. 9
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of
AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
10. City of Albuquerque ABQ Ride Mobile Transit
10
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of
AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
11. 11
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AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
12. Persona from CMO client engagement
12
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of
AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
13. Social intelligence and purchases can be the source of
personas used for UI/UX design and next new product.
Social Graph
Demographics
•
•
•
•
•
Name:
Age :
Birthday:
Gender:
Family:
Jose Garcia
22
Oct 2, 1990
Male
Married
Interest Graph
• Brands:
Nike, Puma
• Celebrities: Will.I.AM
Mario Lopez, Eva
Longoria, Bruno Mars
• Music:
Usher
13
•
•
•
•
Activity Graph
• CHECK-IN 7-11, Taco
Bell , HEB
• RSVP:
Mavericks
FIFA Mexico
Soccer
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AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
FRIEND:
Age:
Gender:
Likes:
Mario
23
Male
Soccer
Life Events
• Birthday: Turned 22 in
October
• Promoted Crew Lead
• First child in March
• Moved to Dallas
14. Dynamic Customer Messaging
Experiment Overview
•
Leveraging the BSL we can deliver customized messaging at the point of service (POS or OPT)
•
Through a customer identifier we can deliver customer specific messages, offers etc.
•
This can be combined with other experiments and offers such as pump rollback, C-Store couponing etc.
•
We will experiment with different ways of displaying the messaging (e.g. legacy OPT vs next generation screens)
•
If time permits we will ‘push’ the BSL/architecture/network to experiment with streamed customized media
Learnings
•
Architecture
BSL
Does the BSL need to pass messages through the POS
application (e.g. to the price pole) or can it communicate
directly to peripherals
•
Can we leverage the BSL Phase II work for API
integration
•
To what extent can we ‘customize’ the message.
Individual customer or customer segment
•
What is the impact of this on the transaction times
•
Enhanced Loyalty
Interface
Can customer engagement be improved/customized
without the need for new hardware
Cost
Effort
$ 82,000
Next Gen
Telecoms
Simple POS – Site
Simplify Site
Lean
Hardware (Lean Architecture)
Architecture
80 days
Simple POS – Software Agility
Business Service
(BusinessLayer
Services Layer)
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of
AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
Leading-edge
Leading-edge Fuel Pump
Peripherals
Peripherals
15. Virtual Gift Card
Experiment Overview
•
Enabled by the ‘Interim NFC Payment’ development, a Virtual Gift Card app is created that allows the customer to top-up their account and pay at the
pump using a single tap of their phone
•
The BSL holds an account for each customer rather than linking to a payment card (not in scope for PCI). This can be topped up online, via the mobile app
or auto topped up when the credit falls below a set amount
•
The customer initiates and processes the transaction only using their app and not the OPT or CRIND
•
This can be linked to the Loyalty account in the BSL so only a single tap is required, or rewards rollback for Gift Cards
Learnings
Architecture
•
What are the options for top up? Via app? Web? C-Store payment?
•
How would this fit alongside C-store’s traditional payments
architecture?
•
What are the security implications of storing account data (even for a
gift card)
•
What business opportunities does this create for C-store e.g. Weekly
fuel allowance for kids? Holiday bonus for staff?
•
Where are there opportunities to combine this with Loyalty?
Cost
Effort
$50k USD
Next Gen
Telecoms
Lean Site
Architecture
40 days
Business Service
Layer
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of
AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
Smartphone
s
Leading-edge Fuel Pump
Peripherals
16. ‘Interim’ Mobile Payments
Experiment Overview
•
Rather than enabling ‘full’ NFC, we can experiment with an interim solution whereby the authorization is initiated by reading a tag (NFC or
QR code) and the phone initiating the authorization with the BSL. This would allow C-store to have a mobile payment offer quickly with
minimal investment (only a sticker for the pump) and no POS integration
•
This would likely (initially at least) only be applicable for non-PCI cards (possible use case would be to use a C-store Gift Card app– ‘top
up’ managed online/on app and customer controls transaction (amount to be dispensed etc.) through the app
•
Wincor have proposed a similar out of the box solution (no BSL integration) so we will test packaged vs. custom
•
Is an unsolicited Pre Auth feasible
•
Would the authorization response need to go through the EPS
or direct via IFSF to Site Controller
Learnings
Architecture
Tandem
•
What is the impact on Retailer reconciliation
•
If NFC, what communications could be sent back to app from
BSL
•
What are the advantages/limitations of custom .NET BSL vs
Wincor packaged
•
Enhanced Loyalty
Interface
How does this impact C-store security (even though not PCI)
•
BSL
Could Wincor packaged work with non-NAMOS POS
Cost
(a) $ 141,000
Next Gen
Telecoms
(b) $ 145,000
Simple POS – Simplify Site
Lean Site
Hardware (Lean Architecture)
Architecture
Tag
Effort
(a) 130 days
Simple POS – Software Agility
Business Service
(Business Services Layer)
Layer
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of
AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
(b) 120 days
Leading-edge
Leading-edge Fuel Pump
Peripherals
Peripherals
17. Wholesaler Coupon Offers
Experiment Overview
•
Can the Wholesaler set up Coupon offers in the BSL that can be applied at site to drive C-Store sales. Examples include:
•
Fuel $50 and receive $5 store coupon
•
$1 coffee 6am – 9am
•
We will experiment with how the coupons are created (by wholesaler in BSL), how they are distributed (pushed to mobile app, printed at
dispenser to drive traffic to C-Store) and how they are applied (read by peripheral an communicate to BSL)
•
Wincor have proposed a solution (that requires NAMOS POS and is offline) so we will test packaged vs custom
•
QR vs EAN13 vs NFC
Learnings
Architecture
W/sale
•
What are the security/data privicy requirements regarding
segmenting Wholesaler functionality
•
Can we integrate the scanner/NFC reader directly with the BSL
without having to integrate with POS application
•
Do receipt printers support barcode printing (customised by
BSL). What POS integration is required for printing
•
What are the advantages/limitations of custom .NET BSL vs
Wincor packaged
•
BSL
Can Wincor solution work with non-NAMOS POS
Cost
(a) $ 110,000
Next Gen
Telecoms
(b) $ 125,000
Simple POS – Simplify Site
Lean Site
Hardware (Lean
Architecture
Architecture)
Enhanced Loyalty
Interface
Scanner
Effort
(a) 50 days(b) 50 days
Simple POS – Software
Business Service
Agility (Business Services
Layer
Layer)
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of
AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
Leading-edge
Peripherals
18. Virtual Receipts
Experiment Overview
•
With the potential of the Leading-edge peripherals and BSL, can we innovate the way receipts are delivered to enhance CVP
•
We will experiment with email, NFC and to C-store app via internet from BSL
•
There would be a business case both from a cost (receipt paper at 14,000 sites) and a ‘green’ perspective
•
This could be an innovation for Fuel Card/Corporate customers for expenses management
•
There many also be other NFC innovations/integration with Google wallet that we will experiment with to deliver a ‘complete’ NFC
experience
Learnings
Architecture
•
•
Can email addresses be entered at POS/OPT (like Apple Store).
Is this realistic
•
Are there other ways to provide email (signing up for C-store
app/Loyalty and receipt delivered by BSL)
•
What development is required for OPT/POS systems
•
How does this align with scheme requirements for receipts?
•
BSL
What fiscal information do we need from POS for receipt (Tax
number, address etc.)
Will this be included in the NFC protocols when they emerge?
Cost
Tag
Effort
$ 100,000
Next Gen
Telecoms
Enhanced Loyalty
Interface
Simple POS – Site
Lean Simplify Site
Hardware (Lean Architecture)
Architecture
40 days
Simple POS – Software Agility
Business Service
(Business Services Layer)
Layer
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of
AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
Leading-edge Fuel Pump
Leading-edge
Peripherals
19. myC-store Personalization
Experiment Overview
• Customers log into the C-store portal (myC-store concept) and create a profile that dictates how they would like to be engaged
• When the customer is identified at the dispenser (through Loyalty identifier/C-store Virtual Gift Card), the BSL is able to control
how the customer is engaged with. Opportunities include:
• Loyalty: Linked Loyalty accounts for channel partners
• Receipt: Emailed, printed, posted, Quicken, sent monthly
• Media: Choose the media to be shown at the pump (for PoC)
• Offers: Show C-Store offers, carwash, fuel offers, preferences
Learnings
Architecture
• What are the opportunities for the customer to control how
C-store engaged with them?
• What can we learn from other companies that have similar
concepts e.g. Hotel rewards? Grocery retailers?
• What is required at the POS to manage this e.g. can we
remotely configure a receipt not to print?
Cost
$50k USD
Next Gen
Telecoms
Effort
Lean Site
Architecture
40 days
Business Service
Layer
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of
AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
Leading-edge Fuel Pump
Peripherals