Bookit’s Value Proposition... · Web viewIn the context of travel, Bookit provides mobile...

Monetizing Mobile Messaging Channels with One-Click TransactionsTechnology Portfolio &Sample Implementations

TABLE OF CONTENTSBookit’s Value Proposition 4

Overview 4Background 4

Technology Innovation Portfolio 5How to Establish a Direct Transactional Link Between Businesses and Their Customers Without Sharing Commissions? 7Why Use Technology Running Independently and On-top of Existing Network Protocols? 10How to Target Offers Based on Situation and Context? 11How to Remotely Authenticate User Identity Without Exposing Sensitive Credentials? 13How to Provide a Unified and Seamless Customer Experience Across Disparate Channels?

17How to Process Payments So the Customer Only Needs to Provide Payment Details Once?

17How Can We Improve Processing One-click Payments? 18

Further descriptions of Bookit’s Portfolio of Innovations 20

Sample Implementations 21Bookit Technology is Central to Monetization of Mobile through Relationship-Driven Offers (Use Case: Finnair Upsell Offers) 21Customer Control over Parcel Delivery: (Use Case: Postal Services of Finland, Itella) 22Mobile Wallet Providers, Consumers, and Merchants benefit from Bookit’s 2nd factor authentication and fraud response system 23(Use Case: Nets, Leading European Payment Processor; Fraud Prevention and Mobile Payment Authentication) 23Improved User Experience through Bookit’s Improved Parental Control over Purchasing (Use Case: DNA, Prepaid Talk-Time and Data Top-up) 23

Mobile Commerce in Emerging Economies 25

Mobile Engagement Platform 26

Using Bookit with Operator 10DLC Originator Codes 27

TABLE OF FIGURESFIGURE 1. THE ROLE OF BOOKIT’S MEDIATOR 6FIGURE 2. MEDIATION BETWEEN SECURE AND NON-SECURE ENVIRONMENTS 8FIGURE 3. THREE REQUISITES FOR MOBILE COMMERCE 9FIGURE 4. BOOKIT’S OMNI-CHANNEL MESSAGING AND DIALOGUE HANDLING 10FIGURE 5. REASON-BASED MODELS 11FIGURE 6. REASON-BASED MODELS AND CORRESPONDING RESPONSE RATES 12FIGURE 7A. CONCEPTUALIZATION OF AN IMAGINARY FIELD TO TRACK SESSIONS 15

Copyright © Bookit Ltd. 2014-2019 2

FIGURE 7B. MATRIX COORDINATES EMBED AN IMAGINARY FIELD IN EVERY SENT MESSAGE 16FIGURE 8. PAYMENT TYPES 19FIGURE 9. MAPPING OF BOOKIT’S PATENT PORTFOLIO TO THE OVERARCHING CONCEPTUAL MODEL 20FIGURE 10. PROPORTION OF AD SPEND VS. TIME SPENT ON MEDIA IN THE US (2013E) 21FIGURE 11. AIRLINE SEAT UPGRADE 22FIGURE 12. REGIONAL MOBILE AD REVENUE SHARE BY FORMAT: 2012 25FIGURE 13. MOBILE SERVICES WILL SOAR TO $32.4 BILLION GLOBALLY BY 2018 26

Document History:

Original Draft by Bob Batz, March 2014Modified by Akif Ali, March 2014Modified by Jarmo Ikonen, March 2014Modified by Jarmo Rantala, March 2015Modified by Jarmo Rantala, September 2015Modified by Akif Ali, September 2015Modified by Jarmo Rantala, October 2015Modified by Bob Batz, October 2015Modified by Jarmo Rantala, November 2015Modified by Jarmo Rantala, January 2016Modified by Jarmo Rantala, June 2016Modified by Jarmo Rantala, September 2016Modified by Jarmo Rantala, May 2017Modified by Jarmo Rantala, August 2017Modified by Jarmo Rantala, August 2018Modified by Jarmo Rantala, May 2019Modified by Bob Batz, February 2020


I. Bookit’s Value PropositionIntro Video:http://www.youtube.com/watch?v=HsZcgTEEQ2w

Overview

Continued commercialization of ecommerce and cloud services requires enterprises to balance the need for strong authentication with the ability to easily process transactions and deliver services to end users. Bookit's portfolio of cloud-based technology enables businesses to engage their customers on any messaging channel, network, or device and stay engaged with that customer as they transition to an entirely new channel, network, or device. Bookit manages these interactions and transitions seamlessly from the cloud while increasing security with each consecutive dialogue so that the customer never needs to re-enter a username or password.

Messaging interactions may include secure and effortless payments, bookings, check-ins, ticketing, or any other type of transaction. Since the nature of Bookit dialogues is “assistive,” sales flow naturally to serve the customer’s activity and needs in the moment when and where they are most receptive. We refer to the collection of moments in which consumer’s are receptive to proactive mobile assistance as “mobile moments”. The process of capturing the mobile moment and delivering customized and personalized messages and marketing offers requires access to historical data, analysis of end-user mobile behavior and building of predictive systems. Bookit delivers the right offer to the right person at the right time on any device or messaging channel and completes the transaction with payment in one-click. This full package is what differentiates Bookit's solution from all other mobile engagement technologies in the marketplace.

Background

Research shows that consumers today recognize the value of timely, relevant offers tailored to their current situation and activities. According to a recent business survey by Responsys, 57% of smartphone users have downloaded apps from their favorite brands and 68% of those have authorized PUSH notifications. Consumers appreciate contextually relevant offers that proactively assist them in the activities of their daily life such as: ● remote airline check-in, seat upgrades and hotel reservations ● managing bank accounts including bill payments, overdraft and fraud notifications ● managing loyalty rewards programs and related offers ● tracking of order status and package delivery options The success of these contextual PUSH offers is evident from the dramatic increase in response rates experienced as compared to conventional advertising and marketing. Bookit's technology portfolio takes marketing automation platforms and PUSH messaging capabilities the final-mile, converting mobile notifications into fully interactive dialogues, and mobile offers into one-click purchases. Bookit's technology works seamlessly across ALL mobile phones, channels and devices, keeping conversations alive indefinitely. The result is a scalable capability for seamless multi-channel marketing, sales that supports an omni-channel approach to commerce.


II. Technology Innovation PortfolioPushing offers over various channels is trivial. But managing a customer dialogue across all available channels, making relevant offers and processing resulting transacting requires sophisticated marketing. As illustrated in Figure 1, implementing such a program requires overcoming a whole host of intertwined technical and business obstacles.

Bookit’s unique approach avoids these obstacles by providing authentication that is neither device specific nor service provider specific. Bookit’s solution does not require installing software on a user’s mobile device or any need to share payment information with service providers. Rather, Bookit’s solution secures transactions end-to-end by removing the target data from the transaction communication between the parties. The mediator secures that target data to keep it secure from other transaction parties and third parties. The mediator communicates with the transaction parties (both end users and service/product providers) without the need to share the target data in communications that enable the transaction. The mediator also authenticates communication from one transaction party for other transaction parties based on the mediator’s prior-established and secure relationship with those parties. More specifically, the mediator uses a token associated with each party to establish, maintain and manage its relationship with each transaction party.

In this way, the mediator aggregates data for each party to both attest to the identity of the parties engaging in transactions and secure transactions involving those parties. For consumers, the data is aggregated by associating transaction data with an address of the party’s mobile device. This association enables the mediator to associate multiple transactions with different service/product providers to authenticate the consumer for the service/product providers. In this way, the mediator uses an identifier of the party’s mobile device as a first factor for authentication.

The mediator can also, optionally, provide additional factors to provide multi-factor authentication. For example, the mediator may vary a reply address to which communication from the party’s mobile device is sent to the mediator. Additionally, the mediator may vary instructions for responding to communication from the mediator by the party’s mobile device. Thus, the mediator provides a persistent relationship with a user that enables a “virtual session” with multiple service/product providers. Such a virtual session is maintained and secured by the mediator using a plurality of these multi-factor authentication factors.


Figure 1. The role of Bookit’s mediator

Challenges overcome by Bookit in establishing an end-to-end mediating service across payment processors, service providers, and mobile communication networks include the following:

1. Establishing a direct transactional link between businesses and their customers without having to share commissions with mobile operators or OS-providers

2. Developing technology that runs independently and on-top of existing network protocols (riding on top of the existing install-base)

3. Targeting offers based on situation and context using reason-based models

4. Remotely authenticating end-user identity without exposing sensitive account credentials

5. Providing a unified and seamless customer experience across multiple communications channels

6. Federating payments so that the customer only needs to register payment details once

7. Processing “One-click” mobile payments

Since 1999, BookIT has been considering, implementing and protecting the possibilities of a future on-line commerce and cloud computing experience that is both protected and fostered by its on-line mediator providing an authenticated and persistent end-user presence.

Where conventional authentication and personalization paradigms suffer from the ability to traverse multiple user devices and user device platforms, our technology recognizes that a user’s on-line presence may include multiple devices, multiple communication channels and, potentially, multiple end-users accessing on-line services/products. As a result, Bookit’s technology provides the ability to perform authentication, to provide authentication and customization of an on-line experience across multiple user devices, to maintain one or more authentication sessions indefinitely, and to predict a user’s next action. Additionally, the technology has the ability to provide increased authentication on behalf of an enterprise interested in confirming a user’s identity across multiple user devices as well as providing increased


security regarding the dissemination of user confidential information needed for the user’s authentication across such devices.

Additional security is available because a communication channel used to query the end-user may be changed randomly in various different manners (e.g., reply address, content, syntax, etc.) to increase security. In this way, the mediator can enhance both on-line transaction security as well as new authentication methods such as NFC or biometric authentication.

Since its first patent application in 2001, Bookit has protected its market changing innovations by relevant patents. The online personal assistant/agent, or “mediator”, has already the patent protection in the US 1. Bookit also has a significant patent portfolio in various jurisdictions outside the US corresponding to its US patent applications and patents2.

However, it should be recognized that Bookit’s end-to-end mediating service operating across payment processors, service providers, and mobile communication networks is the result of real technology directed at the challenges faced by conventional approaches.

A. How to Establish a Direct Transactional Link Between Businesses and Their Customers Without Sharing Commissions?

Figure 2 below illustrates Bookit’s role as trusted mediator. Bookit establishes a trusted virtual connection between the open, non-secure environment of mobile users (bottom block of diagram) and remotely held real account data securely maintained within closed environments of partnering payment processors and service providers.

The orange box at the top of Figure 2 represents closed, secure environments in which access is highly controlled. For example, bank account data is stored exclusively by the payment processor for repeat purchases. Bookit does not store this data, nor do Bookit’s participating merchants. Bookit only makes references to real card data through tokenized account details (aliases) and only communicates with the banking institutions through demilitarized zone (DMZ), leaving the payment processing to run in its own sandbox.

The bottom of Figure 2 represents the consumer’s 360-degree view of the world, in which he may transact or interact through any number of channels and devices. This real-world environment where consumers live is highly insecure because the consumer is surrounded by strangers and persons with whom they have varying degrees of trust. At times, the consumer may use unsecured or shared devices, and, at other times, use unsecured networks, or may carelessly leave personal devices unattended.

1US7,406,429; US7,610,208; US7,912,190; US8,050,664; US8,254,531; US8,260,330; US8,576,993; US8,589,194; US8,634,522; US8,666,380;US8,737,954; US8,737,955; US8,737,958; US8,737,959; US8,825,774; US8,837,689;US8,849,323;US8,856,017;US8,880,080; US9,049,573; US9,167,398; US9,171,307; US9,177,268; US9,288,315; US9,313,161; US9,313,163; US9,406,032; US9,406,062; US9,418,361;US9,424,567;US9,461,951; US9,501,775; US9,578,022; US9,706,405; US9,807,614; US9,832,311; US9,937,531; US10,200,532; US10,300,509;US10,469,591; USRE44,073; USRE46,395; USRE46,653; USRE46,685; USRE47,279; USD787,550; US13/897,785; US14/179,451;US14/551,678; US14/552,098; US14/610,442; US14/638,501; US14/638,528; US14/640,206; US14/661,525; US14/695,707; US14/715,005;US14/721,873; US15/045,291; US15/095,019; US15/340,559; US15/373,500; US15/608,527; US15/678,408; US15/822,789; US15/823,834;US15/825,829; US16/242,691; US16/292,118; US16/381,687; EP1546938B; EP1647132B; EP1955557B; EP2014112B; EP2014113B;EP09772636.8; EP19219200.3; PCT/FI2003/000617; PCT/FI2004/000276; PCT/FI2006/050517; PCT/FI2007/050210; PCT/FI2007/050229; PCT/FI2007/050230; PCT/FI2009/050611; PCT/FI2010/050176; PCT/IB2010/003467; PCT/FI2013/050431; PCT/FI2013/050432;PCT/FI2014/050109; PCT/FI2014/050184; DE112013002111.0; DE112013002121.8; DE202006021131; RU2324221; RU2438267; SG110328; SG191554; FI117663B; FI118585B; FI118586B; FI119168B; FI124899B; FI126804B; FI127676B; FI20011680; FI20030703; ZL200680052298.4; ZL201210564728.8; ZL201480025044.8; IN270862; IN316039; IT502019000084188; JP4607585; JP5159825; AU2006319060; ZA2008/056932


Bookit acts as a mediator between the closed back-end environments where data is highly protected and the insecure front-end environments that the mobile consumer inhabits. By applying the principle of “target removal” as a baseline security strategy – you simply can’t steal what isn’t there in the first place– Bookit removes the threat of sensitive data theft.

Bookit never communicates or stores any sensitive account data on the mobile consumer’s device, nor does it ever asks the consumer to transmit sensitive data. Credit card data, in its globally useable form, remains solely within the secure back-end systems of the payment processor.

However, with this security approach in place, is it possible to link these two worlds? Bookit does so seamlessly. The end user’s identity is remotely authenticated using Bookit’s Dynamic Dialogue Matrix (DDM) (explainer herein with reference to Figures 7a and 7b). Ongoing dialogues and transactions with the customer build associations tied to the end user’s mobile phone. Moreover, Bookit’s mediating service, represented by the triangle in Figure 2, provides various entry points that enable an end user to opt-in permissions for services and offers from trusted businesses.

When dialogues result in a customer’s acceptance of an offer, payment can be triggered using account aliases passed to the payment processor and matched to the real account data. Bookit maintains unique aliases for each customer-merchant combination, while Bookit’s federated payment solution ensures that the customer need only register payment account details once. This virtualized chain of transaction tokens securely maintains the privacy of customer data remotely and frees the consumer to accept offers seamlessly without fear of having their identity stolen.

Figure 2. Mediation between secure and non-secure environments

Bookit’s earliest set of innovations centered on successfully mediating dialogues and transactions in a truly network-agnostic manner that enables businesses to directly engage their customers in transactions without the heavy fees extracted by mobile network operators, which often exceed 30% (e.g. premium SMS). As a result, Bookit simultaneously removed three obstacles to the adoption of mobile commerce:


(i) simplicity and ease of use for end users; (ii) functionality and security; (iii) deployment (illustrated in Figure 3).

Bookit’s platform achieves a direct link between an enterprise and their customers by de-coupling session logic from transmission level protocols. Figure 4 illustrates a diagram of Bookit’s cloud-based super-session which tracks dialogues, interactions, and transactions across disparate channels.

Consider the airline Finnair, for example, which was the first airline in the world to offer mobile airline check-in. Prior to engaging Bookit, Finnair’s first implementation had less than 1% user adoption. The problem was that passengers were required to re-authenticate themselves on the mobile channel by entering various credentials in order to get the boarding pass to their phone. Finnair’s collaboration with Bookit was a breakthrough. Rather than treat each channel and device in its own silo where the session is lost as soon as the live connection is lost, Bookit created a single asynchronous “super-session”, which links the flight booking with the mobile check-in. Users no longer need to re-authenticate themselves on mobile check-in since a pre-authenticated dialogue is pushed to their mobile phone on the day of their flight. This ability to connect sessions across disparate channels enables Finnair to provide boarding passes to its customers and sell seat upgrades regardless of which mobile number or which operator the customers are using.

Figure 3. Three requisites for mobile commerce


Figure 4. Bookit’s omni-channel messaging and dialogue handling

Bookit also enables mass-sending and mass-receiving of messages while ensuring global roaming across any mobile operator network. That technology enabled Finnair to engage customers directly regardless of whether the passenger is in Finland or traveling abroad. This innovation overcomes a huge hurdle for global mCommerce, and eliminates the need for enterprises to enter separate bilateral agreements with each and network operator.

B. Why Use Technology Running Independently and On-top of Existing Network Protocols?

Bookit made an early decision in its development that it would focus exclusively on technologies that could run on top of standard industry protocols – thereby ensuring scalability. This decision has been central in the development of Bookit’s technology portfolios. Faced with the challenging limitations of existing protocols, engineers are often tempted to develop proprietary standards to solve technical and functional issues. However, in looking at Figure 2, this only creates a new obstacle: deployment difficulties.

Bookit is also committed to maintaining full backwards-compatibility with accepted protocols and deployed infrastructures that have already gained mass acceptance. Hence Bookit’s communications and payments technologies are firmly rooted in logic that resides in the cloud and do not require any changes in existing communications protocols to be scaled globally. This strategy ensures that each new Bookit technology has access to a broad install-base from the onset. For example, credit card networks are ubiquitous in advanced economies, and efforts to displace the existing networks would be a formidable challenge. Likewise, SMS and voice are least common denominators in the area of communications. Hence, Bookit does not require its own “install-base” because the entire network functions as Bookit’s install-base. Solutions that ride the least common denominators avoid the common chicken-egg dilemma that has plagued other major MCommerce efforts such as various efforts to deploy NFC technology.

While Bookit’s technology has been designed with a strong focus on the least common denominator solutions, Bookit has also consciously designed solutions for forward-compatibility by remaining protocol agnostic. For example, Bookit’s payment technology can just as easily be applied to closed “mobile money” systems completely distinct from Visa, MasterCard, American Express, and other credit/debit networks. Moreover, communications need not be run on SMS, though that is – at least for the time being -- the least common denominator in messaging.


C. How to Target Offers Based on Situation and Context?

Most marketing solutions for targeted offers are based on data analytics, tracking clicks, or the user’s current location. While big-data analytics and the user’s location provide important cues for marketers to act upon, taken alone, they often fail to generate sufficient response rates. This is because they don’t address the situational intent of the consumer or anticipate how that context will affect the user’s receptiveness to various offers. Knowing where the customer is, for example, is far less important than knowing where the customer is going and why they are going there.

Bookit’s reason-based models achieve double-digit responses while relying on just a few specific data points and triggers. Generating the right offer at the right time requires understanding patterns of user-behavior in relation to particular situational contexts and activities, the types of offers consumers are receptive to within that context, and the time window for delivering the offer. Reason-based models exploit the fact that user behavior and receptiveness to offers within certain contexts remains fairly predictable to deliver relevant offers that will be perceived as helpful and assistive to the user as they go about their lives.

Figure 5. Reason-based models

Bookit’s technology assists the customer through short interactive dialogues across various touch-points in the customer experience. Many interactions are aimed solely at improving the customer’s experience to establish a level of trust and appreciation with the customer. Once obtained, Bookit maintains that level of trust by triggering offers to the customer that are perceived as assistive whether or not the customer chooses to accept the offer.

Bookit’s success cases help illustrate the surprisingly predictive power and elegance of reason-based offers (See response rate chart at Figure 6). A few real examples illustrate reason-based models open windows for related offers.


Figure 6. Reason-based models and corresponding response rates

Offers-window created through bookings and loyalty programs:

In the context of travel, Bookit provides mobile check-in as a convenient service to travelers with response rates over 76% (across all mobile phones and operators), which allows customers to skip queues and head towards their departure gate. Within this context, the user’s activities are easily predictable. For example, there is a common desire among every traveler to make their flight on-time and skip lines if possible. Providing an offer for instant mobile check-in pertains to every customer and is offered as a free customer service. The check-in from Bookit is managed as a “session-continuation” of the initial flight booking, and no additional funds change hands in this initial transaction.

Of those customers that use the mobile check-in service, not every customer receives an offer for seat upgrade. Only those customers who meet specific pre-defined conditions trigger seat upgrade offers within the reason-based model. Pricing for seat upgrades have been set to optimize revenue, and response rates have remained consistently in the double-digits. Finnair for example, earns millions of Euros in incremental revenue per year from seat upgrades through Bookit’s service.

Offers-window created through service scheduling and logistics

Various companies use Bookit’s service to automate scheduling. Examples include doctors, dentists, auto repair shops, and banks.

As one example, Nokian Tyres [tires] uses Bookit to schedule seasonal tire changes. The reason-based model applied within this context increased the number of customers served by 15% with the same number of workers. The initial boost in sales through optimized scheduling also creates convenience for customers and is a valued service. This assistive dialogue opens a window through which various add-on services including oil changes and tune-ups are offered in a seamless and non-intrusive manner.


Within the parcel delivery context, Bookit offers delivery scheduling as a free service to the end customer. The reason-based template for delivering parcels has been resulted in an average 71% response rate. The customer’s motivation is to save time and hassles related to missed deliveries, while the parcel delivery service reduces its delivery costs by eliminating failed attempts.

This initial dialogue, which establishes end-user appreciation, opens a window for parcel delivery services to offer premium delivery options to the customer at additional price.

Offers-windows created by subscription and membership renewals

Bookit’s platform has been used by for subscription and membership renewals including car clubs, country clubs, magazines, newspapers, journals, and media streaming services.

In the print media industry for example, Bookit pushes reminders to customers when their subscription periods are coming to an end. The customer is given renewal options that they can easily select from. After selecting the renewal period, the dialogue continues with the option to pay the invoice immediately or receive a bill later. Customers who choose to renew their subscriptions have engaged their attention to this task of renewal, and during this short period of engagement, their attention is oriented towards a situation in which they may be open to share special discount prices with family and friends.

Orchestration of Messages from multiple providersThe ability to mediate messages from multiple service providers enables Bookit to create an ecosystem approach for mediation that benefits from network effects – each new enterprise member benefits from knowing that their offer will be triggered based on Bookit’s situational knowledge of the consumer. Each new enterprise joining the network allows Bookit to further anticipate customer needs and improve message targeting.

Bookit’s ability to analyze previously input transaction information to provide value added services and inquiries for end users enables Bookit’s clients to:

● identify what services/products a user may be in need of based on previous user behavior (technology innovations protected by, for example, the US patents and patent applications);

● obtain authorization from the user to obtain such services/products in a format that does not put the user at risk of disclosing confidential information on-line (technology innovations protected by, for example, the US patents and patent applications); and

● minimize the amount of data shared with third party service/product providers so as to reduce the risk of confidential data/identity theft on line (technology innovations protected by, for example, the US patents and patent applications).

D. How to Remotely Authenticate User Identity Without Exposing Sensitive Credentials?

Authentication has long been a requirement for e-commerce because online transactions require some mechanism for ensuring that a user and a service/product provider are who they say they are. This is a particular problem from the enterprise-side because e-commerce fraud is much more easily effected and common from the end-user side.

Thus, ecommerce companies have long used various different approaches to provide authentication to end users to control access to and use of end user data. To address this need for authentication, online


merchants have tried to create services that protect users’ data but also improve the shopping experience. For example, some on-line merchants use software algorithms or services that “remember” user’s previous on-line transactions.

There are a number of solutions that recognize a user based on something he has, whether it be his computer (via the MAC address), his mobile phone (via his phone number, SIM card or subscriber ID), an external security device (e.g., a data card, dongle or key card or security algorithm embedded to an ASIC). However, each of these approaches suffers from implementation and management problems. For example, the first time a user uses a service, a user is required to register and activate the equipment. Additionally, most people use multiple devices to access on-line services, which then requires activation for each associated device (this is a particular problem when using PKI software) that must be delivered to and installed on each of a user’s devices, e.g., their personal computer, mobile phone, smart TV, etc. Additionally, when a user has multiple devices, both the on-line service and the user must manage device authorization, e.g., authorizing and de-authorizing devices depending on loss, physical or Internet implemented theft (i.e., hacking), or equipment failure.

Likewise, there are conventional authentication solutions that are based on what a user may know. For example, there are many different technologies that rely upon a user-implemented authentication paradigm wherein the user provides a username and passcode. However, these “what you know” authentication solutions also suffer from various deficiencies. For example, hacking into networks is relatively easy as evident by the number of data breaches and private information, credit cards, and even social security numbers regularly reported in the news.

Moreover, it is difficult for end users to remember and access various “shared secret” information since most service providers have their own syntax for a “shared secret,” e.g., how many characters of a field are permitted, what type of characters are permitted for the field, vary for each service provider.

As a result, there are various secure data aggregation services that offer to remember your secure data to enable you to access it for on-line service authentication. However, there is a potential “all your eggs in one basket” problem when a user uses a secure data aggregation service to store all of the user’s on-line sign on service data (e.g., multiple pairs of user names and passwords) to a specific storage facility.

As a result of the deficiencies of these individual paradigms, some on-line merchants have also elected to combine user authentication techniques that pertain to what a user has (e.g., device in their possession) with what a user knows (e.g., shared secrets such as password, pin, or first pet). For example, some on-line merchants may require multiple levels or types of authentication. Thus, for example, an on-line merchant may use a persistent or robust cookie technology to identify a user’s device to customize a user’s experience and potentially enable automatic or simplified authentication through logging in using a user name and password. This combination of cookie technology and password input also helps to identify the user to make shopping at the on-line merchant a more personalized and customized experience. For example, by associating the user with his previous transactions enables the on-line merchant to make intelligent recommendations on potential purchases based on the user’s previous transactions.

While this combination of paradigms effectively increases security – it also makes on-line transactions increasingly difficult to implement from a user perspective. Thus, the present state of commerce is that service providers must balance the risk of losing users/customers because the on-line experience makes transactions too difficult to use and the risk of losing money if security/authentication is compromised.

With this background of Internet enabled e-commerce set forth, it should be understood that the cloud computing paradigm only increases the risk for fraud and misuse because conventional cloud computing entrusts remote services with a user's data, software and computation.

Contrary to other e-commerce solutions, Bookit’s authentication is seamless to the end user, requiring neither a username nor a password. Instead, Bookit’s authentication is based on what the user has in her possession – her mobile phone. Yet the Bookit solutions do not require any hardware or software


installation on the user’s phone – rather Bookit relies on what is known and secured by the Bookit mediator.

Each message from Bookit is embedded with associations that are only known to the Bookit mediator. Because a user’s response to such a message maintains the original associations embedded in the received message, the mediator can pair the user’s response to the correct sent message session and simultaneously authenticate that the response came from the registered device of the authorized user.

Bookit’s Dynamic Dialogue Matrix (DDM) is used to accurately track sessions and simultaneously authenticate that the user has possession of the registered mobile device by embedding each message with an “imaginary session-id field” that persists during the transmission of messages between the mediator and the user’s mobile device. The “imaginary session-id field” ensures that the session-id-association persists between sent and received messages without actually being transmitted across the network.

Bookit’s solution, however, does not embed any additional data in the message body or headers. Rather, the same message data provided in conventional messages serves multiple purposes by layering additional purpose and logic onto existing data in the headers and body (at a minimum, the sender and receiver fields).

Figure 7a. Conceptualization of an Imaginary Field to Track Sessions


Figure 7b. Matrix coordinates embed an imaginary field in every sent message

As illustrated in Figure 7a, the “imaginary field,” which carries the session id, can be constructed for example, from the sender address, reply address, and reply contents of a message, where each variable represents a linear axis of an N-Dimensional Matrix (see he DDM illustrated in Figure 7b). Thus, the cells of the conceptualized virtual matrix contain the session id, and the coordinates of the session id are embedded in the sending logic of each sent message and persist in each reply message.

In one implementation of this logic, the mediator may assign a dynamically varying reply address, which appears random to the recipient of the message. The session of the dialogue is carried invisibly (there is no separate field for the session id) within the sent message as an association between the sender and receiver fields that can be interpreted by the mediator upon receiving a response.

Alternatively, another implementation may use a combination of randomized reply address, optionally randomized reply-symbols, and a hard address (e.g., the user’s mobile number) to create a unique fingerprint for each message that can be tracked and authenticated.

It is important to note that the logic that enables this solution is embedded outside of the various transmission and application layers of the idealized OSI model. Thus, Bookit’s solutions may use any channel prescribed by standard network protocols so that the various fields are re-used after the network for transmission and routing, and then subsequently by Bookit’s DDM in the cloud for session management authentication (extraneous to the network).

Moreover, Bookit’s matrix structure used to enhance traditional single-factor authentication can also be used to enhance the new authentication methods such as NFC or biometric authentication. A conventional problem with most biometric authentication methods is that they are often static; therefore, it is easy to fake authentication through photo print-outs, emulated fingerprints, and other methods. Bookit’s solution may be used to randomize the type and/or specificity of the biometric component. For example, the user could be shown a facial expression which they need to mimic, or can be asked to scan


a particular fingerprint. In short, dynamic biometric authentication can exponentially increase the challenge of fooling such NFC or biometric systems.

Bookit’s technology for conducting biometric authentication may include information in the shells of the matrix (see Figure 7b) indicating what kinds of reply answers are acceptable. Further, semantic analysis may be used to determine the validity of the biometric data submitted in each response.

E. How to Provide a Unified and Seamless Customer Experience Across Disparate Channels?

As smartphones began to proliferate, more devices had a relatively reliable connection to the mobile web. Bookit was far ahead of the curve in extending technology so that a single omni-channel dialogue could begin with a pushed text message, and continue over a pre-authenticated voice- or web- session while maintaining the full context of the dialogue in a persistent transactional “link”.

Bookit’s approach enables communication session management and authentication that traverses multiple communication channels, e.g., mobile phone, messaging, email, etc. Among Bookit’s patent portfolio this technology area is covered by the granted US patents and pending patent applications.3

Rather than maintain an open-link across a long period of time, consuming tremendous resources, Bookit’s session links those chained-dialogues across time asynchronously. Moreover, a user does not need to re-submit credentials each time they change channels. Today, Bookit’s solution might be fairly categorized under the rubric of omni-channel marketing but Bookit’s implemented use cases are far ahead of these trends and the industry buzzwords of today.

In this way, Bookit’s technology enables persistence of a user’s presence on-line across these various different multiple communication channels. It has now been recognized that user’s use various different types of communication devices to interact with an on-line Internet environment and/or cloud computing services environment. However, providing a consistent use experience for the user regardless of the communication channel or communication device used by the user greatly increases the comfort level and ease of use for the user. This is particularly important where, on-line users do not truly “know” each other and may not have the ability to readily access previously submitted identifier information because of the unique formats and descriptors associated with various authentication identifier information referred to above.

3 US7,406,429; US7,610,208; US7,912,190; US8,050,664; US8,254,531; US8,260,330; US8,576,993; US8,589,194; US8,634,522; US8,666,380;US8,737,954; US8,737,955; US8,737,958; US8,737,959; US8,825,774; US8,837,689;US8,849,323;US8,856,017;US8,880,080; US9,049,573;US9,167,398; US9,171,307; US9,177,268; US9,288,315; US9,313,161; US9,313,163; US9,406,032; US9,406,062; US9,418,361;US9,424,567;US9,461,951; US9,501,775; US9,578,022; US9,706,405; US9,807,614; US9,832,311; US9,937,531; US10,200,532; US10,300,509;US10,469,591; USRE44,073; USRE46,395; USRE46,653; USRE46,685; USRE47,279; USD787,550; US13/897,785; US14/179,451;US14/551,678; US14/552,098; US14/610,442; US14/638,501; US14/638,528; US14/640,206; US14/661,525; US14/695,707; US14/715,005;US14/721,873; US15/045,291; US15/095,019; US15/340,559; US15/373,500; US15/608,527; US15/678,408; US15/822,789; US15/823,834;US15/825,829; US16/242,691; US16/292,118; US16/381,687; EP1546938B; EP1647132B; EP1955557B; EP2014112B; EP2014113B;EP09772636.8; EP19219200.3; PCT/FI2003/000617; PCT/FI2004/000276; PCT/FI2006/050517; PCT/FI2007/050210; PCT/FI2007/050229; PCT/FI2007/050230; PCT/FI2009/050611; PCT/FI2010/050176; PCT/IB2010/003467; PCT/FI2013/050431; PCT/FI2013/050432;PCT/FI2014/050109; PCT/FI2014/050184; DE112013002111.0; DE112013002121.8; DE202006021131; RU2324221; RU2438267; SG110328; SG191554; FI117663B; FI118585B; FI118586B; FI119168B; FI124899B; FI126804B; FI127676B; FI20011680; FI20030703; ZL200680052298.4; ZL201210564728.8; ZL201480025044.8; IN270862; IN316039; IT502019000084188; JP4607585; JP5159825; AU2006319060; ZA2008/05693


F. How to Process Payments So the Customer Only Needs to Provide Payment Details Once?

Bookit’s solution includes federating payments so that customers have the option of submitting payment account information only once rather than risking re-entering credentials with each merchant they purchase from. Bookit developed a novel architecture for federating payments that enables the holder of the payment card to extend one-click payment options to other merchants.

On the customer side, once an identity has been verified and linked to a mobile device, Bookit’s cloud maintains a persistent authentication of that device. Bookit’s technology creates a perpetual association between a user’s mobile device and virtual accounts.

Each new merchant permitted to make offers tied to the cardholder’s account is provisioned a separate virtualized account on Bookit. Such virtualized accounts can be placed with any number of restrictions so that the virtualized account is secure. The value of transactions that the mediator grants to various merchants can be based on trust scores that can grow over time.

Bookit’s federated payment solution combines the PCI DSS compliant environment of the payment processor with virtualized account information on the mediating server. This configuration enables partnering businesses to make offers and accept payments without having to themselves operate a PCI compliant environment.

Bookit’s federated payment model is currently implemented with a leading European Payment Processor, Nets. The solution has been implemented so that it can be replicated with other payment processors and payment methods across the globe.

G. How Can We Improve Processing One-click Payments?

Based on Bookit’s platform explained above, Bookit links an offer directly to payment accounts so that consumers can accept an offer and make payment in a single step. No username, passwords, PINs or other processes are required. The power and simplicity of the solution is reflected in double-digit response rates. Offers thus far have ranged in value from micropayments to thousands of dollars.

This simplified approach is based on Bookit’s approach of “target removal” – you can’t steal what isn’t there – rather than relying on secure-elements within the phone or encryption of sensitive data. Using Bookit’s technology, the actual payment account credentials are registered directly with the payment processor and are never shared with either Bookit or participating merchants. Rather, Bookit’s mediator stores only aliases for the actual account data, which are passed back and forth with the payment provider where they are associated with the real account data so that the payment provider can complete transactions.


I. Remote Payment

Expedited Bill Payments (post-paid accounts)The DDM-enhanced-mediator is capable of proactively pushing details of bills/invoices to the customer through various channels such as email, SMS, or mobile app, and accept single-action replies to accept payment.

Account Top-Up (pre-paid accounts)The DDM-enhanced-mediator is capable of proactively pushing various options for pre-paid top-up customers to top up their accounts when account balances get low, allowing the customers to recharge accounts with credit in various increments (e.g. $10, $20, $30) and maintain service without disruption.

Upgrades / Cross-salesThe DDM-enhanced-mediator is capable of proactively pushing targeted upgrade and cross-sales offers as a seamless extension of a customer’s initial purchase. Customers can accept with a single action. No additional credentials are required for submission because the DDM authenticates the customer’s possession of the registered mobile device.

RenewalsThe DDM can be set to push renewal options to customers’ mobile devices and remotely authenticate that the approval comes from the registered device.

On-line purchases – multi-factor authenticationSince usernames and passwords are no longer considered to provide adequate security for on-line transactions, security experts recommend banks and merchants to use multi-factor authentication. Bookit’s solution provides a second verification of purchase details combined with authentication that the user has possession of the device. The DDM method provides better ease-of-use and security than commonly used OTP or MTAN methods.

II. Money Transfers The DDM provides multi-factor authentication on either or both sides of the transaction regardless of the phone’s capabilities or the network it is on. The DDM can incorporate various channels including SMS, email, or mobile app enabling both sender and receiver to use whatever channel best suits them.

Figure 8. Payment Types


III. Further descriptions of Bookit’s Portfolio of Innovations

Bookit’s portfolio of innovations has been globally protected with over 100 patents and patent applications. Figure 9 below maps some of Bookit patents to the conceptual model presented in Figure 2.

Figure 9. Mapping of Bookit’s patent portfolio to the overarching conceptual model


IV. Sample Implementations

A. Bookit Technology is Central to Monetization of Mobile through Relationship-Driven Offers (Use Case: Finnair Upsell Offers)

Many in the mobile industry have noted that mobile ad formats that were effective on PC significantly lag in ROI in the context of mobile behavior and mobile devices. This gap is clearly illustrated in the following figure.

Figure 10. Proportion of Ad Spend vs. Time Spent on Media in the US (2013E)

Many players in mobile have already understood that, while ads are appropriate for stationary audiences and larger screens, contextual offers are the key to commerce. A constant stream of new location-based services and big-data analytics promise to provide this missing context and trigger relevant offers. While location and big data are very useful – they are not sufficient in and of themselves to trigger the right offer to the right customer at the right time. The missing piece of data (and by far the most important) is situational context; that is, context of the user’s current activity and intent. This is backed by data gathered on Bookit’s response rates across a wide variety of verticals and use cases.

Bookit’s solutions have maintained high relevancy (and high response rates) based on models which take into account the customer’s situational intent and context. Offers triggered within that window of context have proven very effective. Bookit’s success case for Finnair in offering seat upgrades on flights is one example of a context-driven approach to pushing mobile offers. Follow the following link to Finnair’s testimonial video about Bookit’s mCheckin service: http://www.youtube.com/watch?v=FffdJJ0_1iM

Finnair was looking to sell more seat upgrades from Economy to Business class. Existing processes for upgrading seats on Finnair operated flights were cumbersome for passengers and barely utilized.

Finnair had already been using Bookit for mobile check-in since 2004 – which made it the first airline in the world to offer mobile check-in. Check-in offers were accepted 76% of the time by Finnair’s frequent flyers that have opted into the service. Mobile check-in was rated second only to flat beds as a favorite service. Finnair decided to also use Bookit’s mediator to offer seat upgrade offers proactively when seats were open in business class. Finnair implemented the Upgrade program in September 2009.


Figure 11. Airline Seat Upgrade

Offers are sent to passengers as much as a week in advance up to 36 hours before flight departure. Finnair prioritizes sending messages to Finnair Plus loyalty members who have unused loyalty points or vouchers. When customers accept an upgrade, a confirmation message is sent to the passenger along with a link to an updated boarding pass page that includes a 2D barcode.

Within the first month of introducing the service, more than a thousand passengers accepted an upgrade, and the volume of passengers has remained at a similar level ever since. As the response rate of different offers can be predicted beforehand, Finnair is able to optimize its yield. This is a significant improvement from the preceding situation, when other offering methods produced a maximum of a few dozen monthly upgrades. The service is currently generating millions of euros in extra revenues a year. Revenue is generated from additional charge of the seat upgrade on a seat that would have otherwise gone empty. Meanwhile, the upgrade also frees up an additional seat in coach class.

B. Customer Control over Parcel Delivery: (Use Case: Postal Services of Finland, Itella)

Customers want a seamless purchase experience, and that includes delivery of the actual goods. As traditional e-commerce players extend from virtual services into the real world through omni-channel solutions, they stand to benefit from services such as Bookit provides to the Postal Services of Finland’s package delivery confirmation.

Postal Services of Finland uses Bookit’s mediator to dynamically schedule deliveries. Itella (Postal Services of Finland) introduced Itella Flex service, which allows customers flexibility to select a delivery time that was convenient. This required personnel to call the client between 9.00AM and 1PM to agree to a delivery time. But according to Head of Business Development, Jari Paasikivi, this model had the problem that many of the clients were not able to answer the call because of working hours or for other reasons, whereby the delivery to the end destination would be delayed. Also, some customers would not answer any call from an unrecognized phone number, and so Itella would be required to rely on paper request forms. To address this issue, Itella uses Bookit’s mediator to proactively offer the customer response times through an automated process that gives the customer the power to choose both the time and delivery address. The service operates with response rates that exceed two thirds of those receiving the message.


Mr. Paasikivi says that the Bookit mediator service has resulted in much quicker response from the parcel recipient to schedule a delivery time and the service runs much more smoothly. Feedback from Itella’s customers and employees has been only positive and so Itella has taken the service into permanent use and expanded it to include all Finnish logistic terminals.

C. Mobile Wallet Providers, Consumers, and Merchants benefit from Bookit’s 2nd factor authentication and fraud response system

(Use Case: Nets, Leading European Payment Processor; Fraud Prevention and Mobile Payment Authentication)

Bookit’s 2nd Factor Authentication is effortlessly simple for consumers, can be applied to online, mobile, or in-store transactions and is far more secure than passwords or PINs. A leading European Payment Processor, Nets, found that its fraud response system needed an overhaul due to difficulty reaching customers and a high rate of false-positives resulting in frozen or canceled credit cards. Jukka Ruotsalainen, Director of Issuing Production Services, says: “Many of our customers travel on business, so it’s not uncommon for them to make a purchase in Helsinki one day, Berlin the next day, and Switzerland the day after. If a customer makes payments in multiple countries, it can trigger a fraud alert and result in the deactivation of his or her card. Customers frequently contacted Nets or their bank at their own expense to say that they couldn’t use their cards.”

In 2010, Nets (then Luottokunta) deployed Bookit’s mediator to deliver an interactive fraud prevention service to improve customer reachability and reduce response times for verifying suspected purchases. With the new system, customers are notified by text message when unusual transactions occur. They then have an opportunity to confirm legitimate purchases with an authenticated text message reply showing a unique fingerprint known only to the customer and the bank. Ruotsalainen says: “After call center staff enter a card holder’s details into the custom Bookit interface, the customer receives a series of automated text messages based on the Bookit [mediator] technology. An initial text alerts the customer that a message regarding a recent transaction will be sent shortly. The second text message asks the customer whether he or she made a particular transaction. Customers reply with a single letter to confirm or decline the transaction. After the dialogue has been completed, a thank you message is sent.” With the Bookit mediator system in place, Luottokunta has reduced losses through fraud, cut its fraud prevention administrative costs, and increasing customer satisfaction. The solution also helped the company redeploy a number of employees working on fraud prevention to work on other essential business. Ruotsalainen says: “Around 65 percent of customers respond to their text messages promptly. Efficient monitoring solutions increase customer satisfaction and give us the tools to prevent fraud, saving millions of euros.” In 2011, Nets implemented Bookit’s mobile payment solution and began offering the solution to select merchants in 2012.

D. Improved User Experience through Bookit’s Improved Parental Control over Purchasing (Use Case: DNA, Prepaid Talk-Time and Data Top-up)


Today many computer terminals and mobile devices are shared devices, and many devices for children are tied to parents’ payment accounts. Bookit’s account top-up and remote authorization service enables parents to top-up funds on their children’s mobile devices and shared devices while maintaining control over content and spending. Parents using Bookit’s service through mobile network operator DNA appreciate the fact that they can throttle the rate of spending their children have on talk and data. DNA likewise benefits from increased ARPU and reduced customer churn.

In an effort to increase ARPU (Average Revenue Per User), DNA sought to replace costly commission-based top-up from retail locations with methods by which the end-user can top-up directly from their mobile phone. To address these challenges, the Finnish telecom operator DNA implemented Bookit’s cloud-based mediator and payment system.

The initial activation of the top-up service is performed over the Internet. Once registered, the user can top-up their balance from their mobile phone. When the DNA pre-paid subscriber has a low balance of 5€ or less, the DNA Easy Top-Up service automatically sends an alert message offering the account holder to recharge 10, 20, or 30€ to the account. Reload amounts are indicated by multiple choice options, so that the customer indicates the top-up amount with a reply of one letter.

Bookit’s remote servers handle all the complexities of user authentication and payment processing. Almost instantly upon the customer responding to a top-up offer, the balance to the pre-paid account is reloaded to the account. The service requires only that the number to which top-up messages will be sent is SMS-enabled and that the user has a credit or debit card from which to charge subsequent payments. As Cedric Kamtsan, Business Director for DNA explains, “this service is also particularly useful for families with children, because the top-up notifications can be directed to a parent’s number. A child’s airtime will not run out unexpectedly because the system will send a notification SMS about exceeding the credit limit to the pre-selected number, and the parent will be able to add credit immediately.”

Approval and payment of top-ups is safe due to innovative security measures that have been put into place by Bookit. Bookit’s authentication solution ensures that only the registered device can be used to authorize top-up payments. Once the user has registered their phone number and payment card, the account data remains inside the secure environment. Future top-ups are done in a secure manner without retransmitting any sensitive account information between the service and the mobile device.

Pre-paid top-up and postpaid invoice payments follow a very similar process. This short whiteboard video explains Bookit’s mobile invoicing solution:

http://www.youtube.com/watch?v=Rz2fBZ61Ccc&list=TLKNNAjgnFpvfVCc8mtbCFl2gf2JI6pPFI


V. Mobile Commerce in Emerging EconomiesBookit’s organic business has been deployed to date in relatively affluent markets, but Bookit’s technology portfolio could have an equally large role to play in enabling mobile commerce in emerging markets. In emerging economies where broadband is far less prevalent, consumers don't have the same unlimited appetites for data services. SMS remains the most used application and the social messaging format of choice. Similarly ad spend in many of these regions is more tilted towards messaging. For example, 28% of ad revenue in Central Europe comes from messaging, whereas in Latin America, that rate is 67% (see figure below).

Figure 12. Regional Mobile Ad Revenue Share by Format: 2012

Bookit's technology portfolio provides mobile commerce players with an opportunity to reach an addressable audience in the range of 4.5 billion mobile users. Though most of these users lack Internet access and a bank account, almost all have access to SMS over which Bookit’s portfolio can enable transactions. Payment in Bookit’s system is not limited to first-world payment networks, and the architecture can be applied to mobile money networks.


VI. Mobile Engagement PlatformMobile engagement platforms require a very complex blend of technology. In addition to a well-mastered back-office system, the messaging technology has to handle authentication, session management, message routing, and still be easy to use and deploy to a wide variety of mobile devices. Bookit technology portfolio currently resolves all these requirements and creates an environment to implement the most demanding mobile use cases.

Bookit has a mobile engagement platform with competencies that spans business, technology, and user experience. According to Forrester Research Inc.’s report, the new market of mobile services will reach $32.4 billion by 2018 (see figure below).

Figure 13. Mobile services will soar to $32.4 billion globally by 2018[Source: Forrester Research, Inc.]

Further, according Smith’s Point Analytic LLC’s research, the market for mobile engagement and marketing automation platforms will grow at a 42% CAGR from 2014 to 2018.


VII. Using Bookit with Operator 10DLC Originator Codes

The new 10DLC originator codes are live across all major US networks (AT&T, Verizon, Sprint, T-Mobile). 10DLCs are designed for businesses wishing to communicate with customers over SMS -- that is for Application-to-Peer communication (A2P). Many businesses big and small have been using ten digit numbers to send customers SMS for many years, but this practice has never been looked at favorably by US operators. For nearly two decades, official U.S. carrier rules were such that businesses were only sanctioned to send text messages over ‘short-codes’, five- or six-digit numbers which require a burdensome application process which can take a few months. What’s changed now is that the US operators are officially sanctioning A2P messaging over ten digit numbers, which means that they will stop throttling such messages at one message per second or a few hundred per day and instead allow as much as a hundred messages per second. For businesses sending out thousands of SMS or even millions of SMS per day, this is a much needed improvement. This also provides businesses using ten digit numbers more certainty that their messages won’t be unduly blocked or filtered by the operator. It also means that unsanctioned SMS using 10DLC (spam messages and scam messages) can be better blocked. And for the operator, it means that these messages can be monetized as they can add termination fees charged through the aggregators. Verizon is the first to implement an additional termination fee of $0.00208 for each A2P SMS message over 10DLC originator code which is delivered on their network. Messages not flagged as A2P will simply be blocked.

The big advantage of 10DLC is the ability to manage a pool of numbers instead of a single shortcode, which when used with Bookit backend systems, allows for much more sophisticated messaging applications that can scale up and down, precisely track conversations and transactions, and handoff seamlessly back and forth with voice conversations, web, and other channels. These synergies with Bookit’s technology is the topic of the paper to follow.


There is considerable synergy between the newly introduced 10DLC A2P SMS originator codes being offered by the US telecoms with Bookit’s intelligent backend technology for conversing, interacting, and transacting over SMS. Having operated for over two decades as mediator for communications between businesses and their customers, Bookit has built a large portfolio of technologies and vertical solutions to integrate A2P SMS communications into core business processes.

Many of our technologies involve, in-part, applying various algorithms to a pool of originator addresses and recipient addresses in order to carefully track and manage messaging sessions (see patent list at the end of this document). The technologies also enable businesses to scale according to variable SMS throughput requirements, to better authenticate end-users, to prevent SMS-spoofing, and to seamlessly handoff sessions back and forth between text-, voice, and web-based channels. One of the biggest benefits of 10DLC originator codes is that originator addresses can be provisioned programmatically via APIs on-the-fly for short- or long-term use, without the need to undergo cumbersome and bureaucratic carrier approval processes as with shortcodes, which can take months.

For more on using 10DLC originator codes in combination with Bookit technologies, refer to the whitepaper Mobile Messaging at Scale:Using the new operator 10DLC originator codes enhanced with messaging intelligence from Bookit Oy


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