Post on 22-Nov-2014
description
Alcatel-LucentToon Coppens @touchatag
31 March 2011 http://www.alcatel-lucent.com/mws
Linking m-commerce to the physical PoS
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
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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
Mobile & commerce: ubiquitous
Mobile & commerce: closing the loop
Advertising &
direct marketing
Customer
Communication
Sales
Customer identification,
Reporting & Analytics
?
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
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South-Korea Telecom: Q-StoreScan in shop & buy online
Scan 2D barcodes or NFC tags in the shop & buy online via the mobile
Mobile & commerce: many use cases
Secure identification at the PoS
• Criteria
• Usability
• Availability
• Security
• Personal
• Cost
• Future proof
• Technologies
• Contactless
• 2D barcodes
NFC promise: Mobile phone as Swiss knife of secure mobile applications
•web •access
•payment
•loyalty
•communication •couponing
•advertising
•transport
Using Near Field Communication technology
NFC phones (March 2011 snapshot)
• Available NFC phones include a.o.:
• 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
Google Nexus S Samsung Star S5230 Nokia C7 Sagem Cosyphone
Every card becomes a mobile application
Real time Balance
Business expense
Transaction history
P2P transactionsPersonal coupons
On the fly subscription
NFC payment demo
• 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
http://www.youtube.com/watch?v=28TwCpx4Dng
Mobile marketing techniques
Retail Industry & M-Commerce
Sales increase Sales activationLoyalty Sales frequency
Opex costsQueue length Cost of Cash handling
AnalyticsReporting Stock mgmt
CRMCustomer interaction
Customer segmentation
Know Your Customer
Starting guide
Applications
Saving
Channels Models Services
Coupon
Services
Gift
voucher
Prepaid
Club card
(access..)
Contactless
card/sticker
Online /
Mobile Web
Mobile
application
NFC phone
2D barcode
M-
Commerce
Closed vs
Open loop
(e)-PoS
Integrated vs
non
integrated
User Self
registration
Reporting &
Analytics
Balance
interface for
web / mobileUniform vs
segment
based
program
Open ended
vs time
limited
campaigns
Objectives
Sales
increase
Sales
frequency
Sales
activation
Shopping
analytics
Know
your
customer
Opex
reduction
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
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Orange – SwitzerlandSMS based couponing
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
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1. Almost 50% of the subscribers are interested by Commercial SMS
2. Leading to a purchase in 21% of cases
SMS coupon uptake
This proportion reaches 53% for 15-24 years old, and 62% for women.
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
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Adidas – Mobinil EgyptMobile advertising to PoS sales
Source: Alcatel-Lucent
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
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Target - USMobile coupons
Starbucks - USMobile for closed loop prepaid and loyalty
Who? Worldwide retail chain
GoalsCost reduction on transaction costs
Loyalty
ApplicationPrepaid account for PoS payment
Merchant loyalty program: tracking stars
Channels Temporary 2D barcode generation
ModelClosed loop, top-up via cash deposit, credit/debit card
Cash register integration
Services Mobile application
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
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Loyalty & coupon services, use
1. Dedicated contactless card
2. 2D barcode application
3. Any contactless transport card (Navigo)
La croissanterie - France
Sanoma Magazines & Sanoma MVNOContactless loyalty & prepaid – mobile stickers
Who?European publisher active in 13 countries, market leader in Finland, Netherlands, Belgium..
Flair Mobile: MVNO
GoalsSales and sales frequency increase
Identify PoS consumer for further sales activation
ApplicationLoyalty for Flair Magazine: 4 + product plus
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 | Touchatag |April 2010
City of AntwerpCity marketing - City loyalty card
+ 1 points at swimming
pool
+ 1 points at library
-1 coupon for free access museum
Loyalty & Coupon Wallet
Goals
Stimulate participation in sports and culture
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
McDonalds - JapanNFC coupon services
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
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Maxis - MalaysiaNFC smart posters
Solution components
25 | Touchatag |April 2010
Mobile
Wallet
ServiceProfile server
Program Database
Mobile Application
SMS
WEB
PoS
Reporting & Analytics
Campaign management
Consumer registration
Balance check Communication
Social networks
External Payment networks
consumer
consumer
Admin (merchant
/brand)
transactions
APIs
ad
min
istra
tion
Communication
NFC
2D
Solution management
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