Mobile Com Extended Packaging

GSMP Lunch and Learn

06 October, 2008

© 2008 GS1

How the shopping experience will change…

© 2008 GS1

Nokia estimates sale of 4 bil Mobile Phones by 2010

http://www.nationmaster.com/graph/med_mob_pho-media-mobile-phones

© 2008 GS1

…but they aren’t just phones

© 2008 GS1

Soon everyone will have access to information…

© 2008 GS1

Technology will enable us…

© 2008 GS1

Consumers are in control

© 2008 GS1

Codes and GS1 IDs bridge the physical and virtual worlds…

© 2008 GS1

Providing information and efficiencies…

© 2008 GS1

GS1 Mobile Com vision

• 3 billion mobile phones: the new channel of commerce and of the consumer-centric chain.

• Lack of standards does not enable retailers and brands to offer mobile commerce services in a global, simple and cost efficient way.

• GS1 will enable it to happen in collaboration with the mobile industry.

© 2008 GS1

6 key business applications

• Extended Packaging• Digital Content Purchase & Delivery• Mobile Coupons• Authentication• Re-ordering (Mobile EDI)• Mobile Self-scanning

© 2008 GS1

Extended Packaging Overview

Key concept: consumers access additional informationabout products through their mobile phone

Background information: GS1 Mobile Com White Paper (www.gs1.org/mobile) pages 24 - 27.

For more info on the project

See the :

Call-to-Action document

© 2008 GS1

GS1 Mobile Com Extended Packaging Group

Manufacturers & retailers

J&J Consumer

Kao

Kraft

L’Oréal

Nestlé

P&G

Ahold

Carrefour

Walmart

Shoprite Checkers

Migros-Genossenschafts-Bund

Mobile Industry & provider

Ericsson

Motorola

Nokia

Orange

BT

AT&T

Oracle

Sprint

Atos Origin

Upcode

Scan Buy

Simple Act

Inspiry

Iexidio

CamClick

GS1 MOs

GS1 Australia

GS1 Austria

GS1 Brasil

GS1 Canada

GS1 China

GS1 Costa Rica

GS1 France

GS1 Germany

GS1 Hong Kong

GS1 Iran

GS1 Italy

GS1 Japan

GS1 Korea

GS1 Malta

GS1 Netherlands

GS1 Poland

GS1 Russia

GS1 Singapore

GS1 Serbia

GS1 Switzerland

GS1 Taiwan

GS1 Tunisia

GS1 UK

GS1 US

© 2008 GS1

Generic scenario

GS1 ID Keys

GS1 BarCodes + EPC tags

Look up service

Information Provider

GS1 messaging

© 2008 GS1

GTIN and Extended Packaging

Global Trade Item Number (GTIN)

381370029939

Info

Registry

Info Pool 1

Info Pool 2

Brands

Brands

© 2008 GS1

Extended packaging : types of information

• Certification/Compliance

• Organic

• Ingredients

• Source/Origin

• Kosher/Halal

• Carbon/Environment

• Ethical/Fair Trade

• Traceability

• Counterfeit/Authentication

• Health/Wellness

• Allergens

• Nutrition

• Poison

• Compatibility

• Target (e.g. children under 2)

Advice/Guidelines/Coaching

How to use

Recipes

Recycling

Recommendations

Best usage reminders (e.g. take every 3 hours)

Services

Customer satisfaction

Guarantee/Warranty

Customer Service

Loyalty

Where to buy

How to find in store

Community

Who is using

Also bought

Opinions/Ratings

Reviews

Price comparison

Budgeting

Feature comparison

Conversions (metric/imperial)

Other

Games

Promotions

Accessibility (e.g. blind)

Personalized vs. generic

Before/during/after sales

Delivery method: video / audio / text

© 2008 GS1

Q1 2009

Business Requirements

Guideline

Pilot

Gap Analysis

Additional Standards CRs

Q4 2008Q3 2008 Q2 2009 Q3 2009

Extended Packaging Timeline

Draft Guideline

Final Guideline + Pilot report + gap analysis + next phase plan

© 2008 GS1

GS1 France Code On Line Demonstrator

Step 1 (before shopping) :

The consumer downloads GS1 CodeOnLine application and defines the information he is interested in.

Step 2a (in the shop) :

The consumer opens GS1 CodeOnLine application and takes a picture of the product that he may buy.

Step 2b (in the shop) :

A few seconds later, he receives the required information about the product on his mobile phone from a GDSN catalogue.

Contact Details

Cameron GreenGS1 Global Office

E cameron.green@gs1.org

T + 1 609 620 4568

W www.gs1.org