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Barcode Ticketing<br />Self-print and Mobile<br />

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Barcode Ticketing<br />Goals of eTicketing in general<br />Barcode User Workflow<br />Self-print and Mobile ticket display<br />Selling tickets on the mobile<br />Ticket Inspection Workflow<br />Soft Rollout and then adding Scanners<br />UK Barcode Ticket Standard<br />Open security<br />Barcode and Smartcard comparison<br />

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Who are Masabi?<br /><ul><li>Masabi build mobile applications

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Award winning and certified security

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Ticket sales and delivery from mobile

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Projects with:</li></ul>Consultancy to set the standardsfor self-print and mobile barcodes <br />mobile tickets for <br />

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Why introduce eTicking?<br />TOC Incentives:<br />Reduce cost of sales <br />Capex and Opex on people and machines<br />Reduce queues<br />Gather more customer Data <br />Encourage modal shift through down-sell<br />Enable new product types<br />Increase revenue through up-sell and cross-sell<br />Customer Incentives:<br />Avoid the pain of queues<br />Cheaper Tickets, such as Advanced<br />

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Technology Warning!<br />Just because you cando something with new technology –<br />Does not mean customers will adopt<br />Does not mean that companies will make money from it<br />

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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 />

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Mobile ticket opportunity<br />Only 12% of 2008’s UK rail tickets sold on the internet – most bought at station<br />But most mobile service users do not complete any registration 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 />

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Barcode Tickets<br />Self-print and <br />Mobile<br />

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Web Purchase Workflow<br />Self-print<br />Or Mobile Delivery<br />

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Mobile Purchase Workflow<br />Human readable <br />and scannable tickets<br />(ToD pickup option for routes not accepting Barcode yet)<br />

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Mobile Barcode Tickets<br />WAP/MMS/Images<br />Any phone with MMS always has WAP<br />SMS-pictures not big enough for RSP<br />Compromise between text and barcode<br />Re-sizing can be an issue<br />DRM not everywhere<br />Smart Application<br />Full-screen, no re-sizing issues<br />Text and barcode separate<br />Application organises tickets<br />

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Example HEX Tickets<br />Adaptive layout, size, rotation, DRM<br />

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WAP Ticket Features<br />Flexible Branding and Layout<br />generated from xHTML/CSS<br />Auto-adapts according to handset<br />Size, Rotation, DRM, Image Format<br />Supports gif, png, jpg, dm, drm, dcf<br />WAP Push and SMS Link – autodetect<br />Users don’t need to register<br />Friendly file names - 12JuntoDoncaster.dm<br />

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Usability – Mobile Apps<br /><ul><li>Still useful without a reliable data connection (unlike WAP)

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Optimised data entry

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Faster responses

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Catch mistakes quicker

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SMS failover from GPRS

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Avoid settings, reception & roaming problems

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Cheaper + faster for the user

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Send only the data

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Flat rate data is still not common</li></li></ul><li>Walk-up First Purchase<br />

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Repeat Purchase<br />

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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 />Full screen barcodes for fast scanning<br />

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UK Rail Barcode Ticket Standard<br />RSPS3001 Approved in December 2008as the UK standard for self print and mobile barcode rail ticketing<br />

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Shared Barcode Standard<br />Public and open security<br />Based on standard SSL certificates<br />Each TOC generates and sign tickets with their own private key<br />Scanners only contain list of TOC public keys to scan and validate<br />Decentralised system<br />robust and can operate off-line<br />cheap to implement and use<br />Share self-print and mobile barcodes between Operators and 3rd party retailers<br />Integrate with standard EPOS<br />

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Do tickets need security?<br />Early e-ticketing systems just used numbers as tickets<br />Limited barcode tickets to either:<br />Advanced Tickets, with manifest synchronised to the guard’s devices <br />Or guards perform live check via WiFi/GPRS<br />Problem: real systems cannot guarantee live connections or synchronisations<br />

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PKI vs ITSO/Oyster<br />ITSO and Oyster are Symmetric<br />=Same Keys<br />PKI is Asymmetric<br />=Different Keys<br />Private key to create ticket<br />(safe on TIS server)<br />Private key to create ticket<br />Private key to check ticket<br />(some risk from key theft)<br />PublicKeyto check ticket<br />(no risk from key theft)<br />

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Open PKI Security Model<br />Traceability, and no security risk from theft of scanning devices<br />If private keys are leaked, only the vendor that loses the keys is affected<br />3rd parties and other EPOS vendors can take part, even taxis and coffee shops can scan and validate cross-sale tickets or entitlements<br />

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Easy to Scan and Validate<br />Offline validation from software<br />Add to existing EPOS or gate systems<br />No mobile databases required<br />No synchronisation of valid tickets from one Train or Bus Co. to another (too much data, too unreliable)<br />Enables Walk-up tickets<br />

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Forgeries and Copies<br />Isn’t it easy to photocopy a self-print paper ticket?<br />What if a bunch of clever people figure out how to copy mobile tickets?<br />What if one user copies a ticket, gets onto an off-line train, and his friend gets onto a second off-line train?<br />

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Anti-Copying Policy<br />Scanners only accept first seen barcode<br />On-line scanners can check for previous scans at other locations<br />Off-line scanners submit scan records back to ticket issuer for post-processing<br />Post processing identifies dual use, and blocks future purchases from the same credit card until fine paid, limiting fraud<br />

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Large Data Capacity<br />Sealed by: East Coast Railways<br />Issued by: East Coast Railways<br />Ticket Number: EC0005342103<br />Issued at Kings Cross<br />1st Class, Adult, Single, Outbound<br />LTOT: UNK; FTOT: SVR<br />From Oban Station<br />to London Bridge Station<br />Valid from: 2008/08/28<br />valid on train departing: 18:08<br />ID Check: Credit Card ending 1241<br />Name: P. PEARSON<br />Male<br />With Network Railcard<br />£16.34 (Price was discounted)<br />Validity Code: ES<br />Purchase Ref: REF41414A5<br />Valid 1 day with one extra adult<br />one (1) journey leg: 2008/08/27 18:08Retail Service ID = TS0001; Reserved: Coach C, Seat 24 B<br />Optional ITSO header not included.<br />Extra Entitlement:<br />FREE MUFFIN AT NERO <br />WITH ANY DRINK; REF #572931<br />

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Flexible Ticket Data<br />More free space for single TOC products and extra entitlements“Includes free cup of Costa Coffee and 2 Adults entry to Disneyland”<br />Cross sale opportunities can finally make the ticket sales channel work harder, and release more revenue from the whole journey<br />

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How to Rollout Barcode?<br />Ask your Web ticket sales system provider to enable barcode ticketing, controlled by route and ticket type<br />Brief revenue enforcement staff on how to perform visual inspection of e-Tickets<br />Advertise it (in stations next to queues best)<br />Gradually add scanners and gate scanners as each route experiences more adoption of eTickets<br />

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Soft Rollout of Scanners<br />Free<br />pennies<br />£x,000<br />£££<br />£££££<br />

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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 or built in at manufacture by gate supplier<br />User places phone face-down to scan<br />Basic<br />Advanced<br />Bluetooth<br />EPOS Scanner<br />Fixed gate scanner <br />(as fast as Oyster)<br />

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Scan as fast as Smartcard<br /><ul><li>New gate scanners from Access IS (who make the airport scanners) as fast as Smartcard readers, even from legacy mobile

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240ms to scan, decode, decrypt and validate

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Now mobile barcode is ready for Mass-Transit and rush-hour travel

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So why wait for NFC ?</li></li></ul><li>Barcode Suppliers<br />Working with established Systems Integrators and suppliers to ensure that innovative barcode services are delivered with industrial scalability and reliability<br />

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Benefits of Barcode: <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 />Operator<br />Lower cost per sale<br />No need to expand stations<br />Staged capital expense on scanners<br />

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Barcode Vs Smartcard<br />SmartCard<br /><ul><li>Great for bigcities

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No Screen

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Full rollout of scanners-> highcapex

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ITSO security

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Smartcard media

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Ticket distribution must be on-line</li></ul>Barcode<br />Great for long distance<br />Visual, readable<br />Soft rollout of scanners-&gt; low capex<br />Free Security<br />No media to issue<br />Can cope with offline stations<br />

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Capital Expenditure Items<br />

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NFC – Not Today<br />NOKIA HANDSETS<br />NOKIA NFC HANDSETS<br />

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Case Study - Ticketing<br />Chiltern Railwawith YourRail<br />User feedback: “Better than the web!”<br /><ul><li>Buy anywhere

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No paper, no queues - barcode tickets

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Tunnels don’t break the system

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Auto-detects SMS or GPRS

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1-2 SMS per ticket

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Doubles the consumer uptake by removing Data issues

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Quick repeat tickets

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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

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No need for explicit sign-up or passwords

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Just type CVV again for future purchases

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All user data entry and validation performed off-line by application

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Secure SMS for users without data settings or with poor reception

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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 />

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ben@masabi.com+44 7788 895 894www.masabi.com<br />