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Masabi Cx O Telecoms Strategy conference

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Ben Whitaker's presentation to the CxO Telecoms Strategy conference in Berlin, November 2009.

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Masabi Cx O Telecoms Strategy conference

  1. 1. Mobile technology that makes sense:mTickets<br />
  2. 2. Technology Warning!<br />Just because you cando something with mobile technology –<br />Does not mean customers will adopt<br />Does not mean that companies will promote it<br />
  3. 3. Who are Masabi?<br /><ul><li> 20 currencies
  4. 4. 4 alphabets
  5. 5. 2 Factor Authentication
  6. 6. Secure messaging
  7. 7. UK Rail Ticket Standard</li></ul>Masabi applications process $Millions every month in secure transactions<br />
  8. 8. Banking, Remittance, Casino<br />
  9. 9. Channel Partners<br />Working with established Systems Integrators to ensure that innovative mobile services are delivered with industrial scalability and reliability<br />
  10. 10. Masabi Applications<br />
  11. 11. Usability: Mobile Services<br />WAP / xHTML<br />Browser based, like on the web<br />No javascript or Ajax on most mobiles<br />Application<br />Installed on the phone <br />Dedicated, customised<br />
  12. 12. Usability – Fat Clients<br /><ul><li>Still useful without a continuous data connection
  13. 13. Optimised data entry
  14. 14. Faster responses
  15. 15. Catch mistakes quicker
  16. 16. SMS failover from GPRS
  17. 17. Avoid settings, reception & roaming problems
  18. 18. Cheaper + faster for the user
  19. 19. Send only the data
  20. 20. Flat rate data is still not common</li></li></ul><li>Portability - DevelopME<br /><ul><li>Support the popular handsets
  21. 21. Not just the “easy” ones
  22. 22. Adapt content and graphics to screen size
  23. 23. Automatic handling of handset bugs
  24. 24. Optimise experience for form factor</li></li></ul><li>Security – why? <br />To Enable Payments<br />Credit Card Transactions<br />Bank Transactions<br />WAP and SMS alone are not PCI/DSS secure<br />Why not use pSMS / Operator?<br />Too expensive for many industriescost of Operator Billing &gt; 40%but only 1% to 3% for Credit Cards<br />
  25. 25. Security - EncryptME<br /><ul><li>US Government Certified
  26. 26. British Telecom validated
  27. 27. IET Security Award
  28. 28. Latest Encryption Strength
  29. 29. 1024bit RSA, 256bit AES
  30. 30. Standard Server Cryptography
  31. 31. Tiny 3Kb library
  32. 32. Works on all Java phones
  33. 33. Extremely fast
  34. 34. Secures any medium
  35. 35. SMS, GPRS, Bluetooth, NFC
  36. 36. On-phone storage</li></li></ul><li>Technology Warning!<br />Just because you cando something with mobile technology –<br />Does not mean customers will adopt<br />Does not mean that companies will promote it<br />
  37. 37. Mobile Feature Usage<br />Everyone<br />Voice<br />Text/SMS<br />Business Users<br />Email<br />ONLY iPhone / Facebook users:<br />Mobile web, music, video, social networking, apps, games, etc<br />
  38. 38. User Adoption of “new”?<br />Normal people only try a new technology to do something…<br />…if the old way of doing it is painful enough to make them try.<br />At that moment: offer them a better way.<br />
  39. 39. Business Case?<br />Make a clear business case <br />Must make more money<br />Reduce Costs or<br />Increase Sales<br />Must pay for itself in the first year<br />Capital is no longer as easy to raise<br />Nice-to-have features aren’t enough<br />
  40. 40. Mobile Ticket Sales<br />
  41. 41. Mobile ticket opportunity<br />Only 12% of UK rail tickets sold on the internet – most bought at station<br />Over 2/3 of mobile service users do not complete registrations on the web<br />So: Sign up the users when they need it<br />in a queue<br />in a hurry<br />next to a broken ticket machine<br />
  42. 42. User Experience Video<br />Video available:<br />http://www.youtube.com/watch?v=lwhelQ9Df0o<br />Also visit masabi.comto get the video<br />
  43. 43. Key usability points<br />No sign-up process<br />no usernames<br />no passwords<br />Mostly off-line interface, SMS backup<br />Fast repeated regular purchases<br />Auto-show tickets, full screen barcodes<br />
  44. 44. UK Rail Barcode Ticket Standard<br />RSPS3001 Approved in December 2008as the UK standard for self print and mobile barcode rail ticketing<br />
  45. 45. Shared Barcode Standard<br />Share self-print and mobile barcodes between Operators and 3rd party retailers<br />Public and open security<br />Based on PKI, standard SSL certificates<br />Decentralised system - robust<br />Cheap to implement and use<br />
  46. 46. Soft roll-out option<br />Avoid up-front capital cost of full barcode scanner rollout<br />Visually inspect at launch<br />Staff report barcode ticket usage levels each week<br />Occasional SMS or scan checks<br />Staged scanner rollout for routes with significant adoption<br />
  47. 47. Scanner Options<br />Any barcode scanner, online or off-line, must support: 2D Aztec with CCD imager<br />Handheld <br />Small basic scanners for door staff<br />Advanced PDA based scanners for service staff<br />Bluetooth scanner upgrade for Avantix Mobile 2 <br />Cash Register/EPOS Scanners<br />Connect via USB or as “keyboard wedge” in between keyboard and EPOS like a normal scanner<br />Fixed Scanners for gates or check-outs<br />Retro-fit to existing gates, user places phone on rubber face to scan<br />Or built in at manufacture by gate supplier<br />Basic<br />Advanced<br />Bluetooth<br />EPOS Scanner<br />Retro-fit <br />Fixed / gate <br />scanner <br />
  48. 48. Benefits: <br />Customer<br />Sign-up in the queue (no usernames or passwords)<br />No queues ever again<br />Quicker re-purchase<br />Tickets same price<br />Corporation<br />Lower cost per sale<br />No need to expand stations (major cost)<br />Staged capital expense on scanners<br />
  49. 49. E-Ticketing Options<br />Contactless RF<br />Smart-Card e.g. Oyster, Mi-Fare<br />(NFC Phones?)<br />Barcodes<br />Self-print<br />Mobile<br />Dependant on rollout of scanning hardware to entire network<br />Cheaper soft rollout option with visual inspection – no up-front capex required, just add scanners later<br />
  50. 50. NFC – Not Today<br />NOKIA HANDSETS<br />NOKIA NFC HANDSETS<br />
  51. 51. Scan as fast as Smartcard<br /><ul><li>New gate scanners as fast as Smartcard readers, even from legacy mobile
  52. 52. 240ms to scan, decode, decrypt and validate
  53. 53. Now mobile barcode is ready for Mass-Transit and high-volume
  54. 54. So why wait for NFC ?</li></li></ul><li>Gate Scanner Video<br />http://www.youtube.com/watch?v=XUtlYPqRnds<br />Also visit masabi.com to get the video<br />
  55. 55. Case Study - Ticketing<br />Chiltern Railways with YourRail<br />User feedback: “Better than the web!”<br /><ul><li>Buy anywhere
  56. 56. No paper, no queues - barcode tickets
  57. 57. Tunnels don’t break the system
  58. 58. Auto-detects SMS or GPRS
  59. 59. 1-2 SMS per ticket
  60. 60. Doubles the consumer uptake by removing Data issues
  61. 61. Quick repeat tickets
  62. 62. Customer loyalty and lock-in</li></li></ul><li>Case Study - Parking<br />95% of surveyed users said:“better than the IVR system we used until now”<br /><ul><li>Payments straight from phone
  63. 63. No need for explicit sign-up or passwords
  64. 64. Just type CVV again for future purchases
  65. 65. All user data entry and validation performed off-line by application
  66. 66. Secure SMS for users without data settings or with poor reception
  67. 67. New user can sign-up and pay in just one SMS</li></li></ul><li>Business Case & User Case<br />People will only try to use new technology to do a regular daily activity…<br />…if the old way of doing it is painful enough to make them try something new.<br />At that moment: offer them a better way.<br />
  68. 68. ben@masabi.com+44 7788 895 894blog.masabi.com<br />

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