Masabi have been producing downloadable mobile applications for over 7 years, and today Masabi secure mobile applications process millions of dollars worth of transactions every year
Our applications are built on three core principals –Make the application usable and relevant to the end user, and make the default use cases quick and easy on the mobile. (I’ll show you some sides of that later)Then, PORTABILITY to all popular handsets, including the older handsets that many developers avoid, to ensure the largest possible user-base for your service.Combination of usability and portability dictates the platform you choose to develop on.
[The screenshots above are animated, to show useful UI widgets helping the user to select from large lists, or input Credit Card numbers correctly]WAP and WEB services are Thin Clients ; good when you have a reliable, low latency connection. Mobile is not like that. – inside buildings, moving vehicles and in remote locations: connections are often dropped or unavailable.Mobile Java allows us to build FAT clients, and not just glorified mini-browsers!Applications should provide most of the interaction while OFF-LINE and then only require an occasional connection at the end to make transactions, or get updates.e.g. you should be able to review your bank account and create new payment instructions while on the metro, not only when stood still in good Here are screenshots showing how you can quickly select one station from a list hundreds long, and also how to perform local validation of credit card numbers before sending to reduce the number of unecessary network connectionsSMS Failover:Many users (more than half, we reckon) cannot make network connections from Java using WAP, because they need to switch to the correct INTERNET settings. To provide these users with an out-of-the-box instant purchase, the application can automatically detect the lack of functioning GPRS and switch to encrypted SMS instead.
Hold up 3510i or old Nokia S40 phoneWhen you provide transactional software for these old phones, we find that significant numbers of people use them. Can you afford to throw away 10-20% of your users?(By way of comparison Microsoft and iPhones represent around 1% of the market)To provide Portability, we use our own porting Framework: DevelopMEWe’ve seen many mobile products that are either attractive, but high-end only; or basic-looking and available on all handsets.Through DevelopME we are able to provide attractive apps on all Java phones.You have to work hard to build full function applications that work on the older phones, and you can’t out-source it, or think about it late in your dev cycle – it has to be at the core of how you build everything.It’s not just different graphics sizes and bugs, you have to build variations of UI’s that make the best use of very different input mechanisms on the different phones, and not expect the end consumer to re-learn new UI concepts that they don’t already use on their phone every day.
Masabi Cx O Telecoms Strategy conference
Mobile technology that makes sense:mTickets<br />
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 />
Usability – Fat Clients<br /><ul><li>Still useful without a continuous data connection
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 > 40%but only 1% to 3% for Credit Cards<br />
Security - EncryptME<br /><ul><li>US Government Certified
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 />
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 />
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 />
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 />
User Experience Video<br />Video available:<br />http://www.youtube.com/watch?v=lwhelQ9Df0o<br />Also visit masabi.comto get the video<br />
UK Rail Barcode Ticket Standard<br />RSPS3001 Approved in December 2008as the UK standard for self print and mobile barcode rail ticketing<br />
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 />
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 />
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 />
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 />
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 />
All user data entry and validation performed off-line by application
Secure SMS for users without data settings or with poor reception
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 />