1. Life with a gesture:
Challenges
for customer’s satisfaction
on NFC smartphones
François Lecomte
Managing Director
Forum des services mobiles sans contact
Mobile : +33 6 81 49 44 94
Email : flecomte@forum-smsc.org
January, 26th, 2012

2. Facts

3. A matter of convergence…
The convergence of :
 Web Mobile
 NFC contactless technology
is going to disrupt consumer habits !
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4. Making simple for users… Hmm
1. ATAWAD(*) digital contents provisioning, on demand
 Coexistence of old fashioned phones, smartphones and NFC mobiles.
 Services based on : NFC tags, 1D/2D code, LBS, Bluetooth, SMS, etc.
2. Secured dematerialized transactions (payment, tickets,…)
 Coexistence contactless cards and NFC mobiles.
 Infrastructures to be upgraded or implemented
o Transport (ISO-14443 type B versus B “prime”).
o Contactless capabilities at Point Of Sales (POS) : payment, loyalty, etc.
3. Peer-2-peer communication
 Phone-2-Phone, Phone-2-Cards, Phone-2-Devices….
(*) ATAWAD : Any Time, Any Where, Any Device
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5. Mobile + Local tendencies
Less frontiers between digital and real world
• ROPO – Research Online, Purchase Offline & STORE-TO-WEB
• SoLoMo – Social Local Mobile
• MET – Mobile Economic Time
Mutualized infrastructures and services platforms
• Massive deployments of contactless payment terminals in Commerce.
• Digital Identity and secured login – online services
Proximity services : online & offline
• Online : web based services featuring strong authentication.
• Offline/Online : Keys and data stored on SIM or Mobile devices.
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6. Acts

7. The “French” cooking recipe
Value proposal
Global for users
vision
Leading
territories
Collaborative
work Innovation
support
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8. “Mobile contactless services Forum”
 OUR GOAL :
 Faster development of mobile contactless (NFC) services.
“A multi-services wallet in my mobile phone ?
Make it happen!”
 48 members (private companies)
 MNO’s, Banks, Retail Industry, Transport/Cities & Technology providers + Startups
 French government endorsement
 Eric Besson, Ministry of Industry
 Open to multiple contributors
 AFSCM, AEPM, GART, business consortiums, regulators, consumer’s associations
 Linked to public sector :
 Cities, departments, regions decision makers
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9. A Forum for collaborative sharing's
• Analyse and understand
goals and usages
• Relay information
• Share knowledge
• Facilitate synergies
• Members between private and public
players
• Contributors
• Impulse projects
• Startups
• Move forward to
• National common commitments
Authorities
• Local territories
An open ecosystem
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10. Leading “mobile contactless cities”
• Nice project in 2010
Lille
• Leader’s nfc territories Caen
collaborative work Paris
Rennes Strasbourg
in 2011
• Call for project : 20 M€
17 projects selected Bordeaux
for 2012-2013 Toulouse
Nice
• + 1/3 French people Marseille
impacted
9 leader’s NFC territories in 2011
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11. Must

12. Valuable services for customers
MORE CHOICE BEST DEALS
EASY TRANSACTIONS
IN CONFIDENCE
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13. 5 key ingredients for success
Simple Convenient Close
It’s only one gesture One single tool for a Designed for
large range of services. proximity services
Safe Universal
Non intrusive and 100% secured. Standardized for national use
All transactions made on demand. and (we expect) international.
NFC => a common enabler
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14. Some basic users questions
to deal with
Is this really Grrr… I can’t redeemed
secured ? the bus ticket I purchased.
Help ! My mobile has
been stolen or lost.
Oops, I do not have
Does this shop accepts battery life anymore !
contactless mobile payments ?
Where can I use this
How does this city
digital coupons loaded ?
audio-guide feature work ?
What about my privacy ? Contactless use should
cost a fortune…
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15. A digital wallet called “Cityzi”
Credit/Debit Cards Loyalty Cards
Access services Internet Connexion
Transport Card Tag reader
2D Flashcode
& NFC tags
Brand name
My contactless mobile phone
A multiservice wallet…
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16. Goal

17. Massive mobilization in France
More territories proposing NFC services
 Nice, Caen and Strasbourg starting now… Other cities to start soon.
More contactless services offered
 Massive concentration of NFC services on leading territories
 Multiple opportunities of use
More NFC handsets delivered (mainly smartphones)
 Goal = Millions NFC handsets to be delivered in 2012
More customer seduced
 Services has to be : cool, fancy… and trusted.
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18. Europe vision - to be defined
Several projects ongoing over Europe…
 Many experiences to be shared. Common vision ?
Standardization
• NFC secured transactions. SIM secured element ?
• Open platforms for proximity NFC services delivery.
Seamless customer experience
• Customer path : Applications life cycle and AppStores
• Labeling NFC tags : Cityzi, N-Mark, other visuals ?
Regulation, taxes and laws
• Privacy, services quality, local taxes, CE rules, etc.
• Industry competitiveness at Europe level
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19. Let’s play as European,
because it’s worth it !
Leading territories to take-off over Europe in the next 2-3 years
 Over 10 cities to start services in France - including Paris area.
 Nordics, UK, Germany, Spain, Italy also have initiatives.
 Experiences need to be shared over Europe.
A “mobile contactless” business channel to emerge
 More and more NFC services from private and public issuers
 “Open and Secured” proximity services offered to customers
 Expectations : economical growth, competitive industry, local employment
European initiatives to converge on standards and rules
 A 500 million users market at stake
 It’s worth it working together for value creation.
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20. Thank you !
François Lecomte
Managing Director
Forum des services mobiles sans contact
Mobile : +33 6 81 49 44 94
Email : flecomte@forum-smsc.org

21. Our 48 members
Mobile Bank and Commerce, Public Industry and
Network finance services Retail, Medias, Transport, technology
Operators • Atos Wordline Entertainment citizen’s life providers
• Bouygues Telecom • BPCE • Casino • Accenture
and
• NRJ Mobile • BNP Paribas • Clear Channel • Dassault Systèmes
collectivities
• Orange France • La Banque Postale • LaSer • Caisse des dépôts • Gemalto
Telecom • Carrefour S2P • PMU • Keolis • Inside Secure
• SFR • Crédit Mutuel CIC • Française des Jeux • RATP • Nokia
• MasterCard France • SNCF Proximités • NXP
• Moneo Payment • Transdev • Oberthur Technologies
Solutions
• Veolia Transport • Prosodie
• Société Générale
• RIM Blackberry
• Visa Europe
• Safran Morpho
• Samsung Electronics
SBU/Startups
Adelya, Airtag, Connecthings, Digital Airways, Moviken, Neowave,
Octoplus, Otipass, Rodrigue, Snapp, Think&Go NFC, Weave
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