Self-Service e-Ticketing on Self-Print and Mobile - given at Travel2020


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A talk on barcode self-print and mobile phone ticketing, given by Masabi CEO Ben Whitaker at London's Travel2020 show in September 2010.

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  • We’re using on-screen barcodes to show the ticket values for reading by automatic gates, or checking by the train guards who carry hand-held scanners.The ticket code can be transferred to the NFC element on compatible phones (like this nokia 6131) but this handset is the only mainstream GSM handset with NFC and we’ve not heard of others in the pipeline.Even when NFC services become mainstream, you will still need a secure interface to purchase entitlements, before they get transferred to the NFC element.
  • This is circa end 2008 – since then, there are many more on left and one more on right. None on right have operator subsidies.Nokia are the most pro-active NFC handset manufacturer.
  • [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.
  • Credit Card details entered just once into the application.Users have said “easier to use the mobile purchase than web purchase” because of quick, optimised workflow.
  • Self-Service e-Ticketing on Self-Print and Mobile - given at Travel2020

    1. 1. Self-Service & eTicketing<br />on Self-Print and Mobile<br />
    2. 2. Who are Masabi?<br /><ul><li>Masabi build mobile ticketing solutions
    3. 3. Founded 2002
    4. 4. Award winning and certified security
    5. 5. Ticket sales and delivery from mobile handsets
    6. 6. Projects:</li></ul>Mobile tickets for:<br />Developed the UK’s RSP6 barcode ticketing standard<br />
    7. 7. eTicketing<br />
    8. 8. 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 – catch the train<br />Cheaper Tickets, such as Advanced<br />
    9. 9. UK Rail eTicket Types<br />Barcode<br />Contactless NFC<br />ITSO National Smart-Card<br />Season and Concessionary passes<br />Self-Print Barcode<br />Web Purchases<br />Mobile NFC<br />Walk-up, Advanced<br />& all other tickets<br />Mobile Barcode<br />Walk-up, Advanced<br />& all other tickets<br />
    10. 10. NFC – Not Today<br />NOKIA HANDSETS<br />NOKIA NFC HANDSETS<br />
    11. 11. 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 />
    12. 12. 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 />
    13. 13.
    14. 14. Mobile Ticket Sales<br />
    15. 15. Mobile Purchase Workflow<br />Human readable <br />and scannable tickets<br />ToD pickup option for routes not accepting Barcode yet<br />
    16. 16. 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 always supported<br />Smart Application<br />Full-screen, no re-sizing issues<br />Text and barcode separate<br />Application organises tickets<br />
    17. 17. Usability of Mobile Apps<br /><ul><li>Still useful without a reliable data connection (unlike WAP)
    18. 18. Optimised data entry
    19. 19. Catch mistakes before networking
    20. 20. Journey and Payment Card reuse
    21. 21. SMS failover from GPRS
    22. 22. Avoid settings, reception & roaming problems
    23. 23. Cheaper + faster for the user
    24. 24. Send only the data
    25. 25. Flat rate data is still not common</li></li></ul><li>Walk-up First Purchase<br />
    26. 26. Repeat Purchase<br />
    27. 27. 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 />
    28. 28. Barcodes andScanning Infrastructure<br />
    29. 29. UK Rail Barcode Ticket Standard<br />RSPS3001 Approved in December 2008as the UK standard for self print and mobile barcode rail ticketing<br />
    30. 30. 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 />
    31. 31. 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 />
    32. 32. Soft Scanner Rollout<br />Free<br />pennies<br />£x,000<br />£££<br />£££££<br />
    33. 33. Barcode Suppliers<br />Masabi work with established Systems Integrators and suppliers to ensure that innovative barcode services are delivered with industrial scalability and reliability<br />
    34. 34. 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 />
    35. 35. Capital Expenditure Items<br />
    36. 36. Summing<br />Up<br />
    37. 37. Chiltern / YourRail Case Study<br />User feedback:“Better than the web!”<br /><ul><li>Buy anywhere
    38. 38. No paper, no queues - barcode tickets
    39. 39. Tunnels don’t break the system
    40. 40. Auto-detects SMS or GPRS
    41. 41. 1-2 SMS per ticket
    42. 42. Doubled the consumer uptake by removing Data issues
    43. 43. Quick repeat tickets
    44. 44. Customer loyalty and lock-in</li></li></ul><li>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 />
    45. 45. Business Case, User Case<br />People will only try new technology to perform a regular activity…<br />…if the old way is painful enough to make them try something new.<br />At that moment offer them a better way.<br />
    46. 46. Ben Whitaker<br /><br />+44 7788 895894<br />ExecutiveSummary<br />