Mobile Ticketing Workshop 2009


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GIacomo Biggiero's talk to Denmark's Mobile Ticketing Workshop in Aarhus, September 2009.

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Mobile Ticketing Workshop 2009

  1. 1. Mobile Ticketing<br />GiacomoBiggiero<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. Agenda<br />
  6. 6. Agenda<br />Who Are Masabi?<br />Why rail ticketing?<br />How does it work?<br />What do we believe is important in Mobile?<br />How do we develop the apps?<br />
  7. 7. Who Are Masabi?<br />
  8. 8. About Masabi<br /><ul><li> 20 currencies
  9. 9. 4 alphabets
  10. 10. 2 Factor Authentication
  11. 11. Secure messaging
  12. 12. UK Rail Ticket Standard</li></li></ul><li>Why<br />?<br />ExecutiveSummary<br />
  13. 13. 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 />
  14. 14. Address Customer Needs!<br />UK Rail Tickets – mainly bought in the station!<br />
  15. 15. Consumer needs?<br />Avoid queuing<br />Fits their user case (buy at the station)<br />Avoid missing trains<br />
  16. 16. Operator needs?<br />Low roll out costs<br />Low fixed costs<br />Lower marginal costs<br />Than ticket machines or staff<br />Reduce station congestion<br />
  17. 17. Solution<br />Phone becomes your ticket<br />Masabi defined the official UKRail barcode ticketing standard<br />Phone becomes a ticket machine<br />Buy a ticket whilst on the move<br />Never queue again!<br />Chiltern Railways trial showed:<br />Not just for young males<br />Often user’s 1st transaction with a phone<br />
  18. 18. How does it work?<br />
  19. 19. Walk-up First Purchase <br />
  20. 20. Repeat Purchase<br />
  21. 21. 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 />
  22. 22. UK Rail Barcodes<br />Reliable, fast<br />Offline scanning<br />Tickets still work when Internet doesn’t!<br />Open security<br />PKI signatures prevent modification<br />Public Key verification is cheap, easy<br />Royalty free, open barcodes<br />Aztec scans best on a handset screen<br />
  23. 23. UK Rail Barcode Ticket Standard<br />RSPS3001 Approved in December 2008as the UK standard for self print and mobile barcode rail ticketing<br />
  24. 24. 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 />
  25. 25. 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 />
  26. 26. 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 />
  27. 27. 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 />
  28. 28. How Do We Develop Our Applications?<br />
  29. 29. Considerations<br />User probably moving<br />Must be simple<br />Must be resilient<br />Has user got alternatives?<br />Cash<br />Debit/credit cards<br />PC<br />
  30. 30. Masabi Applications<br />
  31. 31. 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 />
  32. 32. Wap Ticketing<br />Wap Push with ticket URL<br />User downloads ticket<br />Saves image like a wallpaper<br />Must trust OMA DRM<br />A lot of effort to size image<br />Handsets often rescale an image that is slightly too big or small<br />This plays havoc with barcode scanners!<br />
  33. 33. Usability – Fat Clients<br /><ul><li>Still useful without a continuous data connection
  34. 34. Optimised data entry
  35. 35. Faster responses
  36. 36. Catch mistakes quicker
  37. 37. SMS failover from GPRS
  38. 38. Avoid settings, reception & roaming problems
  39. 39. Cheaper + faster for the user
  40. 40. Send only the data
  41. 41. Flat rate data is still not common</li></li></ul><li>Not All About The iPhone<br />
  42. 42. Portability - DevelopME<br /><ul><li>Support the popular handsets
  43. 43. Not just the “easy” ones
  44. 44. Adapt content and graphics to screen size
  45. 45. Automatic handling of handset bugs
  46. 46. 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 />
  47. 47. Security - EncryptME<br /><ul><li>US Government Certified
  48. 48. British Telecom validated
  49. 49. IET Security Award
  50. 50. Latest Encryption Strength
  51. 51. 1024bit RSA, 256bit AES
  52. 52. Standard Server Cryptography
  53. 53. Tiny 3Kb library
  54. 54. Works on all Java phones
  55. 55. Extremely fast
  56. 56. Secures any medium
  57. 57. SMS, GPRS, Bluetooth, NFC
  58. 58. On-phone storage</li></li></ul><li>Pick Your Battles<br />A successful service must offer a significant advantage to the user<br />An mPaymentmust be easier than cash and cards<br />Just because a user can do something, doesn’t mean they will<br />Offer net pain relief<br />
  59. 59. 7876230761<br />