This document discusses mobile ticketing for rail travel. It begins by noting that while new mobile technologies are possible, customers will only adopt them if the old way of doing things is painful and the new way is better. It then discusses how Masabi has defined an official UK rail barcode standard for mobile tickets that allows customers to purchase tickets on their phone to avoid queues. The document outlines the key usability points of Masabi's mobile ticketing apps, such as no sign-up process and fast repeated purchases. It also discusses the benefits for customers of avoiding queues and for rail operators of lower costs per ticket sale.

1. Mobile TicketingGiacomoBiggiero

2. Technology Warning!Just because you can do something with mobile technology -Does not mean that customers will want to use itDoes not mean that corporations will promote it

3. Customer AdoptionNormal people will only try to use new technology to do a regular daily activity……if the old way of doingit is painful enough to make them try something new.At that moment: offer them a better way.

4. Corporate AdoptionMake a clear business case firstMust make more moneyReduce Costs orIncrease SalesMust pay for itself in the first yearCapital is not easy to raise right now!$$$

5. Agenda

6. AgendaWho Are Masabi?Why rail ticketing?How does it work?What do we believe is important in Mobile?How do we develop the apps?

7. Who Are Masabi?

8. About Masabi 20 currencies

9. 4 alphabets

10. 2 Factor Authentication

11. Secure messaging

12. UK Rail Ticket StandardWhy?ExecutiveSummary

13. Mobile ticket opportunityOnly 12% of UK rail tickets sold on the internet – most bought at stationOver 2/3 of mobile users do not complete registration if it’s on the webSo: Sign up the users when they need itin a queuein a hurrynext to a broken ticket machine

14. Address Customer Needs!UK Rail Tickets – mainly bought in the station!

15. Consumer needs?Avoid queuingFits their user case (buy at the station)Avoid missing trains

16. Operator needs?Low roll out costsLow fixed costsLower marginal costsThan ticket machines or staffReduce station congestion

17. SolutionPhone becomes your ticketMasabi defined the official UKRail barcode ticketing standardPhone becomes a ticket machineBuy a ticket whilst on the moveNever queue again!Chiltern Railways trial showed:Not just for young malesOften user’s 1st transaction with a phone

18. How does it work?

19. Walk-up First Purchase

20. Repeat Purchase

21. Key usability pointsNo sign-up processno usernamesno passwordsMostly off-line interface, SMS backupFast repeated regular purchasesAuto-show tickets, full screen barcodes

22. UK Rail BarcodesReliable, fastOffline scanningTickets still work when Internet doesn’t!Open securityPKI signatures prevent modificationPublic Key verification is cheap, easyRoyalty free, open barcodesAztec scans best on a handset screen

23. UK Rail Barcode Ticket StandardRSPS3001 Approved in December 2008as the UK standard for self print and mobile barcode rail ticketing

24. Scanner OptionsAny barcode scanner, online or off-line, must support: 2D Aztec with CCD imagerHandheld Small basic scanners for door staffAdvanced PDA based scanners for service staffBluetooth scanner upgrade for Avantix Mobile 2 Cash Register/EPOS ScannersConnect via USB or as “keyboard wedge” in between keyboard and EPOS like a normal scannerFixed Scanners for gates or check-outsRetro-fit to existing gates, user places phone on rubber face to scanOr built in at manufacture by gate supplierBasicAdvancedBluetoothEPOS ScannerRetro-fit Fixed / gate scanner

25. E-Ticketing OptionsContactless RFSmart-Card (Oyster, Mi-Fare)NFC PhonesBarcodesSelf-printMobileDependant on scanning hardwareSoft rollout option with visual inspection

26. Soft roll-out optionAvoid up-front capital cost of full barcode scanner rolloutVisually inspect at launchStaff report barcode ticket usage levels each weekOccasional SMS or scan checksStaged scanner rollout for routes with significant adoption

27. Benefits:CustomerSign-up in the queue (no usernames or passwords)No queues ever againQuicker re-purchaseTickets same priceCorporationLower cost per saleNo need to expand stations (major cost)Staged capital expense on scanners

28. How Do We Develop Our Applications?

29. ConsiderationsUser probably movingMust be simpleMust be resilientHas user got alternatives?CashDebit/credit cardsPC

30. Masabi Applications

31. Mobile ServicesWAP / xHTMLBrowser based, like on the webNo javascript or Ajax on most mobilesApplicationInstalled on the phone Dedicated, customised

32. Wap TicketingWap Push with ticket URLUser downloads ticketSaves image like a wallpaperMust trust OMA DRMA lot of effort to size imageHandsets often rescale an image that is slightly too big or smallThis plays havoc with barcode scanners!

33. Usability – Fat ClientsStill useful without a continuous data connection

34. Optimised data entry

35. Faster responses

36. Catch mistakes quicker

37. SMS failover from GPRS

38. Avoid settings, reception & roaming problems

39. Cheaper + faster for the user

40. Send only the data

41. Flat rate data is still not commonNot All About The iPhone

42. Portability - DevelopMESupport the popular handsets

43. Not just the “easy” ones

44. Adapt content and graphics to screen size

45. Automatic handling of handset bugs

46. Optimise experience for form factorSecurity – why? To Enable PaymentsCredit Card TransactionsBank TransactionsWAP and SMS alone are not PCI/DSS secureWhy not use pSMS / Operator?Too expensive for many industries(cost of Operator Billing>40%; only 1% to 3% for Visa)

47. Security - EncryptMEUS Government Certified

48. British Telecom validated

49. IET Security Award

50. Latest Encryption Strength

51. 1024bit RSA, 256bit AES

52. Standard Server Cryptography

53. Tiny 3Kb library

54. Works on all Java phones

55. Extremely fast

56. Secures any medium

57. SMS, GPRS, Bluetooth, NFC

58. On-phone storagePick Your BattlesA successful service must offer a significant advantage to the userAn mPaymentmust be easier than cash and cardsJust because a user can do something, doesn’t mean they willOffer net pain relief

59. giacomo@masabi.com+44 7876230761