Touchatag is a venture of Alcatel-Lucent that provides mobile payment and marketing services. It helps mobile operators and enterprises implement m-commerce solutions using technologies like contactless cards, 2D barcodes, and NFC. These solutions can increase sales, drive loyalty programs, and provide analytics to merchants. Touchatag's services include mobile wallets, couponing, identification at points-of-sale, and integrating these features with existing retail systems and consumer communication channels.

1. Linking m-commerce to the physical PoS
Alcatel-Lucent
Toon Coppens @touchatag
31 March 2011 http://www.alcatel-lucent.com/mws

2. Who we are
• touchatag Venture of Alcatel-Lucent
• Providing mobile payment & marketing
services to
• Mobile operators
• Enterprises (retail, city, social media,..)
• Based in Belgium, US & Turkey
• Active since 2008
• Combined offer with ALU ventures
• Optism: mobile advertising
• Dekaps: mobile app dev, augmented reality
& marketing agency
http://www.alcatel-lucent.com/mws
Twitter: @touchatag
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COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.

3. Mobile & commerce: ubiquitous

4. Mobile & commerce: closing the loop
?
Customer
Communication
Advertising & Customer identification,
direct marketing Reporting & Analytics
Sales

5. South-Korea Telecom: Q-Store
Scan in shop & buy online
Scan 2D barcodes or NFC tags in the shop & buy online via the mobile
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COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.

6. Mobile & commerce: many use cases

7. Secure identification at the PoS
• Criteria
• Usability
• Availability
• Security
• Personal
• Cost
• Future proof
• Technologies
• Contactless
• 2D barcodes

8. NFC promise: Mobile phone as Swiss
knife of secure mobile applications
•web •access
•communication •couponing
•payment
•advertising
•loyalty
•transport
Using Near Field Communication technology

9. NFC phones (March 2011 snapshot)
• Available NFC phones include a.o.:
Google Nexus S Samsung Star S5230 Nokia C7 Sagem Cosyphone
• More makers to announce NFC phones in 2011:
• LG, RIM, HTC, Sony-Ericsson, Samsung
• Projections: additional >50 million NFC handsets shipped in 2011
• Frost & Sullivan expects >860 million NFC phones by 2015

10. Every card becomes a mobile application
Real time Balance Transaction history
Business expense On the fly subscription
Personal coupons P2P transactions

11. NFC payment demo
http://www.youtube.com/watch?v=28TwCpx4Dng
• Payment scheme:
• Alcatel-Lucent Mobile Wallet Service micro-payment scheme
• Based on stored value account (e-money, loyalty, coupons…)
• Consumer Phone: Google Nexus S NFC in tag emulation mode
• Merchant: mobile NFC phone Google Nexus S as point of sale

12. Mobile marketing techniques

13. Retail Industry & M-Commerce
ReportingAnalytics Stock mgmt Customer segmentation
Queue length Opex costs Cost of Cash handling
Sales increase Loyalty Sales activation Sales frequency
Customer interaction CRM Know Your Customer

14. Starting guide
Objectives Applications Channels Models Services
Sales Contactless Closed vs User Self
Saving
increase card/sticker Open loop registration
Sales Coupon Online / (e)-PoS Reporting &
frequency Services Mobile Web Integrated vs Analytics
non
integrated
Sales Gift Mobile Balance
activation voucher application interface for
Uniform vs web / mobile
segment
Shopping based
Prepaid NFC phone
analytics program
Know
Club card Open ended
your (access..)
2D barcode
vs time
customer limited
campaigns
Opex M-
reduction Commerce

15. Orange – Switzerland
SMS based couponing
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COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.

16. SMS coupon uptake
1. Almost 50% of the subscribers are interested by Commercial SMS
2. Leading to a purchase in 21% of cases
This proportion reaches 53% for 15-24 years old, and 62% for women.
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COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.

17. Adidas – Mobinil Egypt
Mobile advertising to PoS sales
Source: Alcatel-Lucent
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COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.

18. Target - US
Mobile coupons
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COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.

19. Starbucks - US
Mobile for closed loop prepaid and loyalty
Who? Worldwide retail chain
Cost reduction on transaction costs
Goals
Loyalty
Prepaid account for PoS payment
Application
Merchant loyalty program: tracking stars
Channels Temporary 2D barcode generation
Closed loop, top-up via cash deposit, credit/debit card
Model
Cash register integration
Services Mobile application

20. La croissanterie - France
Loyalty & coupon services, use
1. Dedicated contactless card
2. 2D barcode application
3. Any contactless transport card (Navigo)
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COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.

21. Sanoma Magazines & Sanoma MVNO
Contactless loyalty & prepaid – mobile stickers
European publisher active in 13 countries, market leader in Finland,
Who? Netherlands, Belgium..
Flair Mobile: MVNO
Sales and sales frequency increase
Goals
Identify PoS consumer for further sales activation
Loyalty for Flair Magazine: 4 + product plus
Application
Prepaid program for Humo Magazine: pay for 10 and get 12
Channels Contactless stickers, POS GPRS reader , website
Model Closed loop, not integrated into PoS, targeted, limited in time
Services website, SMS self registration, activation

22. City of Antwerp
City marketing - City loyalty card
Stimulate participation in sports and culture
Goals Increase local community sense
Improve the city offering based on consumption analytics
Application Loyalty card & saving program for the citizens and tourists
Channels Contactless card, POS devices, online
Model Loyalty club, gift vouchers, saving program
Services Registration, location & check in based savings, reward clearing
+ 1 points at + 1 points at -1 coupon for free
swimming library access museum
pool
Loyalty & Coupon Wallet
22 | Touchatag |April 2010

23. McDonalds - Japan
NFC coupon services

24. Maxis - Malaysia
NFC smart posters
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COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.

25. Solution components
consumer
Balance check Communication
Communication
SMS Reporting & Analytics
administration
transactions
NFC
PoS Mobile
2D
Wallet Campaign management
WEB Admin
Service (merchant
Mobile Profile server Consumer registration /brand)
consumer Application
Program Database
APIs
External Social
Payment networks
networks
25 | Touchatag |April 2010

26. Solution management

27. Conclusions
• Mobile marketing
• should become part of any multi-channel strategy
• can influence directly PoS sales results
• is feasible today
• Remote communication services
• SMS/MMS – Web – Mobile application
+
• Identification services
• Connected contactless cards - 2D barcode -> to
evolve to NFC phones