GS1 Mobile Com Intro & UpdateSeptember 2008

© 2008 GS1

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

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 joe.horwood@gs1.org or at +32 473 33 47 85

GS1 and Mobile CommerceWhy is GS1 involved in Mobile Commerce?

© 2008 GS1

How did this start?

Two trends:

1. Changing technology possibilities

2. Changing consumer needs

© 2008 GS1

Changing technology possibilities

• Mobile phones can read bar codes (and RFID tags)

• Mobile phones can connect to the internet

© 2008 GS1

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

Evolution of proprietary tools and lack of standards make it more complex and costly

RFID Tag

IDENTIFICATION

MOBILE

DEVICES

SERVICES

&CONTENT

Mobile

Portals

Company

Portals &

Services

Agencies

& Providers

NETWORK

PROVIDERS

© 2008 GS1

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

GS1: an overview

• 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

A fully integrated global organisation, GS1 was formed in early 2005 from the joining of EAN International and the Uniform Code Council (UCC).

GS1 is the most widely used supply chain standards system in the world.

© 2008 GS1

GS1: a broad portfolio

Global standards for electronic business messagingRapid, efficient & accurate business data exchange

The environment for global data synchronisationStandardised, reliable data for effective business transactions

Global standards for automatic identificationRapid and accurate item, asset or location identification

Global standards for RFID-based identificationMore accurate, immediate and cost effective visibility of information

GS1 Mobile Com GroupWhat are the activities and achievements of the group?

© 2008 GS1

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

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

GS1 Mobile Com Group participants

• Manufacturers• Retailers• Wholesalers/distributors• Handset suppliers• Mobile network operators• Solution providers• Regulators• Research centers• GS1 Member Organisations

© 2008 GS1

GS1 Mobile Com Workgroup

Retailers

Ahold

Carrefour

Markant

Maxima

Metro

Migros

Rewe

Wegman’s

Manufacturers

3M

Ajinomoto

J&J Consumer

Kao

Kraft

Loréal

Merck

Nestlé

P&G

Smuckers

Unilever

Mobile Industry

Ericsson

Motorola

Nokia

Orange

MMA

GSMA

© 2008 GS1

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

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Achievements

• Kick-off - June 2007• Physical Meeting Tokyo - November 2007• White Paper Publication - February 2008• Launch Extended Packaging Workgroup – June 2008

www.gs1.org/mobile/

© 2008 GS1

B2C applications and the purchase cycle

© 2008 GS1

6 key business applications

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

© 2008 GS1

Generic scenario

GS1 ID Keys

GS1 BarCodes +

EPC tags

GEPIRGDSN

ONS

GDSN

EPCISGS1 XML

messaging

© 2008 GS1

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

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

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

GS1 Mobile Com subgroups I

• Extended PackagingGuidelines and pilot developed for extended packaging business application. Leader: Vanderlei Santos (Nestlé).

• ID and Data Carriers – bar codesGS1 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

GS1 Mobile Com subgroups II

• Support groups

• Handsets/OperatorsAll 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 RFIDLeader: 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

GS1MobileCom

ID + DataCarrier

Barcodes

Handset & Operators

RFID

Consumer behaviour

Information pools /Hubs / Messaging / Content Providers

POSEquipment

Payment

Communication /PR / Education

Principles:- Interoperability- Consumer privacy

ExtendedPackaging

Support Extended Packaging 08/09Outreach

Not currently active

Main Business App 08/09

GS1 Mobile Com subgroups:alternate view

Extended Packaging

© 2008 GS1

What is Extended Packaging

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.

Product Consumer NetworkProvider

InformationProvider

© 2008 GS1

A typical consumer

Is this product safe?

Will this product be what I expect?

Am I paying the right price?

This product contains no allergens

This is what the product will be like

There’s a reduction available

Trust

Value

Trial

© 2008 GS1

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

Out of scope

• Mobile couponing• Product authentication• Text to audio• Services• Location-based services• Security

© 2008 GS1

Types of information that could be delivered by extended packaging I

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

Types of information that could be delivered by extended packaging II

Packaging Type

1) Primary

2) Secondary

3) Pallet

Product type

1) Raw material handling

2) In Proceess Goods

3) Finished goods

Type of information

Info about the item

1) Ingredients/formulation

2) Calories

3) Where manufactured

4) Value proposition

5) Allergens

6) GMO

7) Current Promotions

8) Brand essence

9) Recalls

10) Pricing

11) Promotion

12) Nutrition

13) Pedigree

14) Size

15) In-store navigation

What can I do w/ the product

1) How to use

2) Recipes

3) Cooking tips

4) How to dispose

5) Alternate uses

Lifestyle info

1) Budgeting

2) Health & wellness

3) Party planning

4) Food pairing

5) Seasonal

6) Cooking tips/education

Consumer info

1) Location

2) Demographics

3) Preferences

4)Insights

5) Orders

Services

© 2008 GS1

Types of information that could be delivered by extended packaging III

Type of content

1) Local Text

2) Local Picture

3) Local Video

4) Web text

5) Web Pictures

6) Web Video Streaming

7) Web Video Downloaded

Location

1) In transit

2) On-shelf

3) At home

4) On-the-go

Consumer segments

1) All consumers

2) Specific info for specific segments

3) 1-to-1 marketing

4) Loyalty program participant OR not

5) Heavy, medium, or light user

Delivery method for mobile

© 2008 GS1

Q1 2009

Business Requirements

Guideline/Solutions

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

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 cameron.green@gs1.org