Introduction to the French Mobile Contactless Services Association launched by the MNOs

1. Association Française pour le Sans Contact
Mobile (AFSCM)
Facilitating the development of mobile contactless services

2. Outline
Profile
•
Objectives
•
« Customer » benefits and « Partners » program
•
Charter & membership
•

3. Mobile NFC: turning a complex ecosystem
into a sustainable market
Mobile operators promote SIM-based services, since they operate
the SIM cards and can maintain a secure execution environment on
the SIM
Handset Service providers
manufacturers
Chip makers and SIM card vendors

4. Why make a move now ?
Many succesful trials have been
conducted, confirming both end
users and service providers
expectations for mobile NFC
service launch
Ticketing : Toulouse,
Manchester, Paris
Transport: Nice, Caen,
Grenoble, Strasbourg
Payment:
SIM and handsets are available
Caen, Strasbourg
for a 2009 launch date following
the ETSI standard release in
february 2008

5. Mobile NFC success factors: multiple
services, multiple operators
End users demand multiple services the mobile
handset is almost always with them on the go and
can host practically all of the services they use the
most frequently
Service providers expect support from all
mobile operators so that they can reach all of their
existing customers and future prospects

6. Adoption hurdles vs Drivers
• No obvious spark to ignite take-up
• Many merchants can’t see a clear business case
• Network effects will take time to kick in
But..
• On a positive note: end user control, simplicity, speed

7. From single application trials to a variety
of mobile NFC services
« vertical » working groups
Common interfaces
Payment Consistent customer experience
Interoperabiliy (tags, handsets)
Loyalty/couponing
Loyalty/couponing
Transport
International standards
Ticketing
Application integration
Access

8. AFSCM Profile
• AFSCM: Association Française du Sans Contact Mobile
(non-profit organization under French law of 1901)
• Founded by 3 mobile network operators (Bouygues
Telecom, Orange, SFR) April 24, 2008
• Headquartered in Paris
• President : Laurent Herbillon (Bouygues Telecom)
• Mission statement:
Facilitate technical development and mass market
deployment of mobile NFC services in France

9. Outline
Profile
•
Objectives
•
« Customer » benefits and « Partners » program
•
Charter & membership
•

10. Objectives
• Present a one-stop window to professionals and
organizations in the mobile NFC eco-system
• To deliver a consistent message to end users and enterprises about the
benefits of mobile NFC services
• To identify a set of mobile NFC services that will be supported by both MNOs
and services providers
– To facilitate service deployment with harmonized MNO
processes
– To develop common specifications (SI interfaces, NFC tags,
handsets, etc), for interoperability and industry –wide support
by manufacturers
• Turn Mobile NFC into a full-fledged industry
– From single-application vertical working groups to a diversity of
mobile NFC services
– From local trials to mass market deployment for 53 million
potential customers in France, with multiple operators

11. Going from trials to mass market
deployment
Feedback
Pilot
« Friendly » users 53 million mobile users
Harmonized 1st level support
Consistent end user experience
Common brand and logo for mobile NFC
Eco-system education
NFC handset guidelines

12. Outline
Profile
•
Objectives
•
« Customer » benefits and « Partners » program
•
Charter & membership
•

13. « Customer» benefits of mobile NFC
services
To consolidate multiple services in a single NFC handset :
– I can sign up for multiple trusted services distinguished by the
AFSCM brand
– I can read with my handset trusted NFC tags distinguished by
the AFSCM brand
– In the event of a loss or theft , I can suspend all my services
simply by notifying my mobile network operator
– In the event of a handset swap or a shift to another MNO, I can
have all my services and application data transferred simply to
my new handset or SIM
– If I need assistance for a particular service, I can call either my
MNO or the service provider, at my own discretion

14. Why become a corporate member of
AFSCM ?
To reach all of my customers, regardless of their MNO :
– Mobile handsets will be compatible with all the readers
approved by AFSCM
– Consistent customer experience regardless of the MNO
– MNO support to promote mobile NFC services with a common
brand and logo
– MNO after-sale and service life-cycle support
– Simplified NFC service/data transfer from one MNO to another

15. Outline
Profile
•
Objectives
•
« Customer » benefits and « Partners » program
•
Charter & membership
•

16. Charter and membership
3 member categories:
•
– MNOs (founders)
– MVNOs
– Associate members: service providers (banks, public transportation ,
ticketing, retail, etc..), handset makers, SIM vendors or technical
partners, either directly or via their trade association
Commissions: prepare recommendations and specifications. To date:
•
– Technical
– Communication
– Process
– Risk management and et security
– Privacy
Membership: entry fee (waived for 2008-2009)
•
and yearly membership fee (1 000 €), new members must be approved by
the Board. Members get to participate in the commissions .

17. AFSCM Governance
Participants
Mission
P. Roussel (OF)
Define high level recommendation
S. Lebas (SFR)
Make strategic decisions
Board
L. Herbillon (ByT)
Control management
Every other month
Guests:Management commitee
B. Javelot (OF)
S. Lebas (SFR)
Supervise operations
Management commitee
Monitor progress of working groups B. Prexl (ByT)
fortnightly
P. Noizat (GM AFSCM)
Ensure day-to-day operations General manager
Make operations recommendations
Presidents of commissions
Lead discussions and work per Contributing members/experts
agenda
Projetc leaders AFSCM
Commissions Finalize deliverables
weekly Submit decisions to Board, if Staff AFSCM
need be
Guests (non-members)

18. Thank you!