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Mobile Commerce meets the Real World - Mobile Ticketing


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Ben Whitaker of Masabi's presentation to the Cellcom conference in Tel Aviv, Israel.

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Mobile Commerce meets the Real World - Mobile Ticketing

  1. 1. Mobile Commerce meets the Real World:Mobile Ticketing<br />
  2. 2. Technology Warning!<br />Just because you can do something with mobile technology -<br />Does not mean that customers will want to use it<br />Does not mean that corporations will promote it<br />
  3. 3. Customer Adoption:<br />Normal people will only try to use new technology to do a regular daily activity…<br />…if the old way of doingit is painful enough to make them try something new.<br />At that moment: offer them a better way.<br />
  4. 4. Corporate Adoption:<br />Make a clear business case first<br />Must make more money<br />Reduce Costs or<br />Increase Sales<br />Must pay for itself in the first year<br />Capital is not easy to raise right now<br />$$$<br />
  5. 5. Who are Masabi?<br /><ul><li> 20 currencies
  6. 6. 4 alphabets
  7. 7. 2 Factor Authentication
  8. 8. Secure messaging
  9. 9. UK Rail Ticket Standard</li></li></ul><li>Channel Partners<br />
  10. 10. Banking, Remittance, Casino<br />
  11. 11. Masabi Applications<br />
  12. 12. 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 />
  13. 13. Usability – Fat Clients<br /><ul><li>Still useful without a continuous data connection
  14. 14. Optimised data entry
  15. 15. Faster responses
  16. 16. Catch mistakes quicker
  17. 17. SMS failover from GPRS
  18. 18. Avoid settings, reception & roaming problems
  19. 19. Cheaper + faster for the user
  20. 20. Send only the data
  21. 21. Flat rate data is still not common</li></li></ul><li>Portability - DevelopME<br /><ul><li>Support the popular handsets
  22. 22. Not just the “easy” ones
  23. 23. Adapt content and graphics to screen size
  24. 24. Automatic handling of handset bugs
  25. 25. 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 industries(cost of Operator Billing&gt;40%; only 1% to 3% for Visa)<br />
  26. 26. Security - EncryptME<br /><ul><li>US Government Certified
  27. 27. British Telecom validated
  28. 28. IET Security Award
  29. 29. Latest Encryption Strength
  30. 30. 1024bit RSA, 256bit AES
  31. 31. Standard Server Cryptography
  32. 32. Tiny 3Kb library
  33. 33. Works on all Java phones
  34. 34. Extremely fast
  35. 35. Secures any medium
  36. 36. SMS, GPRS, Bluetooth, NFC
  37. 37. On-phone storage</li></li></ul><li>Mobile Ticket Sales<br />
  38. 38. Mobile ticket opportunity<br />Only 12% of UK rail tickets sold on the internet – most bought at station<br />Over 2/3 of mobile users do not complete registration if it’s 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 />
  39. 39. Walk-up First Purchase <br />
  40. 40. Repeat Purchase<br />
  41. 41. 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 />
  42. 42. E-Ticketing Options<br />Contactless RF<br />Smart-Card (Oyster, Mi-Fare)<br />NFC Phones<br />Barcodes<br />Self-print<br />Mobile<br />Dependant on scanning hardware<br />Soft rollout option with visual inspection<br />
  43. 43. 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 />
  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. 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 />
  47. 47. 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 />
  48. 48. Example Heathrow Tickets<br />Adaptive layout, size, rotation, DRM<br />
  49. 49. 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
  50. 50. No need for explicit sign-up or passwords
  51. 51. Just type CVV again for future purchases
  52. 52. All user data entry and validation performed off-line by application
  53. 53. Secure SMS for users without data settings or with poor reception
  54. 54. New user can sign-up and pay in just one SMS</li></li></ul><li>Case Study - Ticketing<br />Chiltern Railways with YourRail<br />User feedback: “Better than the web!”<br /><ul><li>Buy anywhere
  55. 55. No paper, no queues - barcode tickets
  56. 56. Tunnels aren’t showstoppers!
  57. 57. Auto-detects SMS or GPRS
  58. 58. 1-2 SMS per ticket
  59. 59. Doubles the consumer uptake by removing Data issues
  60. 60. Quick repeat tickets
  61. 61. Customer loyalty and lock-in</li></li></ul><li>Technology Adoption:<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 />
  62. 62. 7788 895 894<br />