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Gs1 mobile com_intro


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Gs1 mobile com_intro

  1. 1. GS1 Mobile ComIntro & UpdateSeptember 2008
  2. 2. How to use these slides These slides give background information and current status about the GS1 Mobile Com initiative: • Slides 4 – 11: GS1 and Mobile Commerce: why is GS1 involved in Mobile Commerce? • Slides 12 – 27: GS1 Mobile Com Group: what are the activities and achievements of the group? • Slides 28 – 37: Extended Packaging: what is the Extended Packaging Project Outcomes • Get you up to speed on GS1 Mobile Com • Engage you in activities moving forward© 2008 GS1
  3. 3. Get involved! • GS1 is looking for participation from manufacturers, retailers, mobile operators and handset manufacturers • Join the GS1 Mobile Com group to participate in defining interoperable solutions to connect your business with consumers • To get involved contact Joe Horwood at or at +32 473 33 47 85© 2008 GS1
  4. 4. GS1 and MobileCommerceWhy is GS1 involved in MobileCommerce?
  5. 5. How did this start? Two trends: 1. Changing technology possibilities 2. Changing consumer needs© 2008 GS1
  6. 6. Changing technology possibilities • Mobile phones can read bar codes (and RFID tags) • Mobile phones can connect to the internet© 2008 GS1
  7. 7. Changing consumer needs • Less easy to target using traditional means • Less willing to be targeted by traditional means • More willing to trust peers that organisations • Increased channels to get information© 2008 GS1
  8. 8. Evolution of proprietary tools and lack of standards make it more complex and costly N S Mobile E E Portals I M T R D O W V E B O I N R I C Agencies T K L E & Providers I E S P F R & I D O Company C C E V A I O Portals & V T D N Services I I E T C O R E E N S N RFID Tag S© 2008 GS1 T
  9. 9. GS1 can help • GS1 is well placed to facilitate process of standards development and guidelines • GS1 has over 30 years of experience in standards development and supporting implementation • GS1 understands the value chain • GS1 knows how to manage communities of users to create open standards that benefit all© 2008 GS1
  10. 10. GS1: an overview A fully integrated global organisation, GS1 was formed in early 2005 from the joining of EAN International and the Uniform Code Council (UCC). • 30 years of experience • Over 100 local offices representing all points in the supply chain • Over a million companies doing business across 145 countries • Over 20 represented sectors (FMCG, healthcare, transport, defence…) • Over 5 billion transactions a day GS1 is the most widely used supply chain standards system in the world.© 2008 GS1
  11. 11. GS1: a broad portfolio Global standards for automatic identification Rapid and accurate item, asset or location identification Global standards for electronic business messaging Rapid, efficient & accurate business data exchange The environment for global data synchronisation Standardised, reliable data for effective business transactions Global standards for RFID-based identification More accurate, immediate and cost effective visibility of information© 2008 GS1
  12. 12. GS1 Mobile ComGroupWhat are the activities andachievements of the group?
  13. 13. GS1 Mobile Com Group The GS1 Mobile Com Group is a global forum with all stakeholders interested in understanding the opportunities of using mobile devices in the supply and demand chain and in providing an open infrastructure and standards to support innovations in this area. Scope • Business to Consumer applications • Business to Business applications • Reading bar-codes (1D and 2D) and RFID with mobile phones • Collecting and accessing structured data with mobile phones • Global© 2008 GS1
  14. 14. Building the market place • Understand the business cases • Provide an open infrastructure • Simple • Neutral • Cost effective • Create momentum • Managing the community • Support innovation • Pervasiveness of the technology • Facilitate user adoption • Information and education • Support implementation • Manage the impact (packaging, consumers…)© 2008 GS1
  15. 15. GS1 Mobile Com Group participants • Manufacturers • Retailers • Wholesalers/distributors • Handset suppliers • Mobile network operators • Solution providers • Regulators • Research centers • GS1 Member Organisations© 2008 GS1
  16. 16. GS1 Mobile Com Workgroup Retailers Manufacturers Mobile Industry Ahold 3M Ericsson Carrefour Ajinomoto Motorola Markant J&J Consumer Nokia Maxima Kao Orange Metro Kraft MMA Migros Loréal GSMA Rewe Merck Wegman’s Nestlé P&G Smuckers Unilever© 2008 GS1
  17. 17. Guiding principles • Make it simple to use for the consumer • Integrate barcodes and RFID reading as a usual function in mobile phones • Ensure users and the industry business requirements are taken into account by providers and handset suppliers • Minimize the cost of technical investment • Ensure standards for key identifiers, bar-codes, RFID and data exchange are available for all stakeholders in mobile commerce© 2008 GS1
  18. 18. Achievements • Kick-off - June 2007 • Physical Meeting Tokyo - November 2007 • White Paper Publication - February 2008 • Launch Extended Packaging Workgroup – June 2008© 2008 GS1
  19. 19. B2C applications and the purchase cycle© 2008 GS1
  20. 20. 6 key business applications • Extended Packaging • Digital Content Purchase & Delivery • Mobile Coupons • Authentication • Re-ordering (Mobile EDI) • Mobile Self-scanning© 2008 GS1
  21. 21. Generic scenario GEPIR GDSN GS1 GS1 XML GS1 ID GDSN BarCodes + messaging EPCIS Keys ONS EPC tags© 2008 GS1
  22. 22. White Paper recommendations: Technical • Use GS1 keys to identify objects • Encode GS1 keys in bar codes and RFID tags • Use existing bar codes on products as an entry point for product information • Mobile phones should be able to read 1d and 2d bar codes out of the box • Mobile phones should be able to read EPC RFID tags on products • When building systems to support mobile technologies, companies should use existing infrastructure to link to product information and added value services.© 2008 GS1
  23. 23. White Paper recommendations: Non-technical The industry should … • Focus on the six business applications defined in the White Paper • Ensure clear consumer information • Ensure that legal aspects are well-researched© 2008 GS1
  24. 24. What’s happening today? • Focus on Extended Packaging • Detailed business requirements gathering • Subgroups established to support project • Awareness-raising amongst core stakeholders • On-boarding of existing users of GS1 standards • Outreach to mobile industry • Partnerships with industry associations© 2008 GS1
  25. 25. GS1 Mobile Com subgroups I • Extended Packaging Guidelines and pilot developed for extended packaging business application. Leader: Vanderlei Santos (Nestlé). • ID and Data Carriers – bar codes GS1 standards are used for mobile enabled 1D and 2D barcodes. Leader: Cédric Houlette (GS1 France). • Information Pools GS1 Data Pools and messaging standards are leveraged to the maximum for product information. Leader: Antonio Salto (Kraft). • POS In-store services and POS systems are able to read GS1 barcodes and EPCglobal RFID tags from mobile phones. Leader: Olivier Raynal (Carrefour). • Consumer Behaviour Get consumer insight and market trends information to group. Leader: Jean Berberich (P&G)© 2008 GS1
  26. 26. GS1 Mobile Com subgroups II • Support groups • Handsets/Operators All handsets worldwide read GS1 barcodes and EPCglobal RFID tags. Leader: Khurram Hamid (P&G). • Communications Communicate effectively about activities of group Leader: Kerstin Nettekoven (BT) • Groups not currently active • IDs and Data Carriers – RFID GS1 standards are used for mobile enabled RFID Leader: Dipan Anarkat (GS1 Global Office) • Payment Mobile payment providers are aware that GS1 standards exist and can be used. Leader: Vanderlei Santos, Nestlé.© 2008 GS1
  27. 27. GS1 Mobile Com subgroups: Principles:alternate view - Interoperability Extended Packaging - Consumer privacy Main Business App 08/09 RFID ID + Data Carrier Barcodes Information pools / Payment Hubs / Messaging / GS1 Content Providers Not currently active Mobile Com POS Equipment Communication / PR / Education Handset & Consumer Operators behaviour Outreach Support Extended Packaging 08/09© 2008 GS1
  28. 28. Extended Packaging
  29. 29. What is Extended Packaging Key concept: consumers access additional information about products through their mobile phone Background information: GS1 Mobile Com White Paper ( pages 24 - 27. Product Consumer Network Information Provider Provider© 2008 GS1
  30. 30. A typical consumer Is this product This product contains safe? Trust no allergens Will this product be This is what the what I expect? Trial product will be like Am I paying the There’s a reduction right price? Value available© 2008 GS1
  31. 31. In scope * Product packaging (identifiers used, barcode symbols used, print quality, symbol placement) * Consumer experience (product interaction, information retrieval and display on mobile phone) * Information exchange (end-consumer request details (geography/location, demography, context, data exchange protocols) * Information storage (product information types, granularity (unique products, classes of products), other relevant information related to the product (recipes, first-aid etc.), brand information, localization/internationalization)© 2008 GS1
  32. 32. Out of scope • Mobile couponing • Product authentication • Text to audio • Services • Location-based services • Security© 2008 GS1
  33. 33. Types of information that could be delivered by extended packaging I Certification/Compliance Services Other Organic Customer satisfaction Ingredients Guarantee/Warranty Games Source/Origin Customer Service Promotions Kosher/Halal Loyalty Accessibility (e.g. blind) Carbon/Environment Where to buy Personalized vs. generic Ethical/Fair Trade How to find in store Before/during/after sales Traceability Delivery method: video / audio / Counterfeit/Authentication Community text Who is using Health/Wellness Also bought Allergens Opinions/Ratings Nutrition Reviews Poison Compatibility Price comparison Target (e.g. children under 2) Budgeting Feature comparison Advice/Guidelines/Coaching Conversions (metric/imperial) How to use Recipes Recycling Recommendations Best usage reminders (e.g. take every© 2008 GS1 3 hours)
  34. 34. Types of information that could be delivered by extended packaging II Packaging Type Type of information What can I do w/ the product 1) Primary Info about the item 1) How to use 2) Secondary 1) Ingredients/formulation 2) Recipes 3) Pallet 2) Calories 3) Cooking tips 3) Where manufactured 4) How to dispose Product type 4) Value proposition 5) Alternate uses 1) Raw material handling 5) Allergens 2) In Proceess Goods 6) GMO Lifestyle info 3) Finished goods 7) Current Promotions 1) Budgeting 8) Brand essence 2) Health & wellness 9) Recalls 3) Party planning 10) Pricing 4) Food pairing 11) Promotion 5) Seasonal 12) Nutrition 6) Cooking tips/education 13) Pedigree 14) Size Consumer info 15) In-store navigation 1) Location 2) Demographics 3) Preferences 4)Insights 5) Orders Services© 2008 GS1
  35. 35. Types of information that could be delivered by extended packaging III Type of content Consumer segments 1) Local Text 1) All consumers 2) Local Picture 2) Specific info for specific segments 3) Local Video 3) 1-to-1 marketing 4) Web text 4) Loyalty program participant OR not 5) Web Pictures 5) Heavy, medium, or light user 6) Web Video Streaming 7) Web Video Downloaded Delivery method for mobile Location 1) In transit 2) On-shelf 3) At home 4) On-the-go© 2008 GS1
  36. 36. Extended Packaging Timeline Final Guideline + Draft Pilot report + gap Guideline analysis + next phase planBusiness RequirementsGuideline/SolutionsPilotGap AnalysisAdditional Standards CRs Q3 2008 Q4 2008 Q1 2009 Q2 2009 Q3 2009© 2008 GS1
  37. 37. Get involved in the Extended Packaging work group! • GS1 is looking for participation from manufacturers, retailers, mobile operators and handset manufacturers • To get involved contact Cameron Green at© 2008 GS1