The document provides an overview of several potential mobile marketing experiments for convenience stores and gas stations. It discusses experiments involving personalized messaging delivered at points of sale, virtual gift cards paid via mobile phones, interim mobile payment solutions using NFC or QR codes before full NFC integration, coupon offers from wholesalers applied via scanning or NFC, virtual receipts delivered via email or mobile apps instead of printed, and personalization of the customer experience based on profiles. The goal is to test new mobile and digital capabilities to enhance customer value and drive additional in-store sales.

1. Mobile Marketecture – a guide to sustained adoption!
Social Videos
Personalization
AR
Location
Gamification
Commerce
Triggers
Voice UI
POS / IR / NFC
New Endpoints
Analyze
Maintain
Hosting
Localization
Ongoing
Enhance
Evergreen
Crowdsourcing
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2. Marketecture for DFW Airport (Feature Set)
Flight Info
Parking Info
Shop/Dine Info
Personalization
Location
Promotion
Redemption
mPOS & mCom
Contactless Pay
New Endpoints
Analyze
Maintain
Hosting
Localization
Ongoing
Enhance
Evergreen
Airport Guide
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3. DFW International Airport Promotion Wire Frame Concept
1
2
5
4
6
Screen Information
3
3
1.
2.
3.
4.
5.
6.
Home – maps (Star for You are Here), gate location, restaurants, ads, coupons, ratings
Basic Search – ads, specials or coupons displayed from CCA based on search of restaurant
Advanced Search – ads, specials or coupons pushed based on proximity to gate location
Search Results to for DFW amenities – restrooms, special needs, trains, hotels, transport
View of terminal shops, area attractions
Social media – may be in app using a widget for feedback or traditional Like function
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4. Houston Airport System Story Board
4
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5. Houston Airport System Wire Frame Concept
5
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6. DELL Hardware/Software IMACD Wire Frame Concept
6
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7. St. Louis Science Center Engagement Artifacts
7
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8. SAP Sybase Capital Markets Campaign with Sicola-Martin
8
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9. 9
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10. City of Albuquerque ABQ Ride Mobile Transit
10
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11. 11
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12. Persona from CMO client engagement
12
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13. Social intelligence and purchases can be the source of
personas used for UI/UX design and next new product.
Social Graph
Demographics
•
•
•
•
•
Name:
Age :
Birthday:
Gender:
Family:
Jose Garcia
22
Oct 2, 1990
Male
Married
Interest Graph
• Brands:
Nike, Puma
• Celebrities: Will.I.AM
Mario Lopez, Eva
Longoria, Bruno Mars
• Music:
Usher
13
•
•
•
•
Activity Graph
• CHECK-IN 7-11, Taco
Bell , HEB
• RSVP:
Mavericks
FIFA Mexico
Soccer
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AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
FRIEND:
Age:
Gender:
Likes:
Mario
23
Male
Soccer
Life Events
• Birthday: Turned 22 in
October
• Promoted Crew Lead
• First child in March
• Moved to Dallas

14. Dynamic Customer Messaging
Experiment Overview
•
Leveraging the BSL we can deliver customized messaging at the point of service (POS or OPT)
•
Through a customer identifier we can deliver customer specific messages, offers etc.
•
This can be combined with other experiments and offers such as pump rollback, C-Store couponing etc.
•
We will experiment with different ways of displaying the messaging (e.g. legacy OPT vs next generation screens)
•
If time permits we will ‘push’ the BSL/architecture/network to experiment with streamed customized media
Learnings
•
Architecture
BSL
Does the BSL need to pass messages through the POS
application (e.g. to the price pole) or can it communicate
directly to peripherals
•
Can we leverage the BSL Phase II work for API
integration
•
To what extent can we ‘customize’ the message.
Individual customer or customer segment
•
What is the impact of this on the transaction times
•
Enhanced Loyalty
Interface
Can customer engagement be improved/customized
without the need for new hardware
Cost
Effort
$ 82,000
Next Gen
Telecoms
Simple POS – Site
Simplify Site
Lean
Hardware (Lean Architecture)
Architecture
80 days
Simple POS – Software Agility
Business Service
(BusinessLayer
Services Layer)
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of
AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
Leading-edge
Leading-edge Fuel Pump
Peripherals
Peripherals

15. Virtual Gift Card
Experiment Overview
•
Enabled by the ‘Interim NFC Payment’ development, a Virtual Gift Card app is created that allows the customer to top-up their account and pay at the
pump using a single tap of their phone
•
The BSL holds an account for each customer rather than linking to a payment card (not in scope for PCI). This can be topped up online, via the mobile app
or auto topped up when the credit falls below a set amount
•
The customer initiates and processes the transaction only using their app and not the OPT or CRIND
•
This can be linked to the Loyalty account in the BSL so only a single tap is required, or rewards rollback for Gift Cards
Learnings
Architecture
•
What are the options for top up? Via app? Web? C-Store payment?
•
How would this fit alongside C-store’s traditional payments
architecture?
•
What are the security implications of storing account data (even for a
gift card)
•
What business opportunities does this create for C-store e.g. Weekly
fuel allowance for kids? Holiday bonus for staff?
•
Where are there opportunities to combine this with Loyalty?
Cost
Effort
$50k USD
Next Gen
Telecoms
Lean Site
Architecture
40 days
Business Service
Layer
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of
AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
Smartphone
s
Leading-edge Fuel Pump
Peripherals

16. ‘Interim’ Mobile Payments
Experiment Overview
•
Rather than enabling ‘full’ NFC, we can experiment with an interim solution whereby the authorization is initiated by reading a tag (NFC or
QR code) and the phone initiating the authorization with the BSL. This would allow C-store to have a mobile payment offer quickly with
minimal investment (only a sticker for the pump) and no POS integration
•
This would likely (initially at least) only be applicable for non-PCI cards (possible use case would be to use a C-store Gift Card app– ‘top
up’ managed online/on app and customer controls transaction (amount to be dispensed etc.) through the app
•
Wincor have proposed a similar out of the box solution (no BSL integration) so we will test packaged vs. custom
•
Is an unsolicited Pre Auth feasible
•
Would the authorization response need to go through the EPS
or direct via IFSF to Site Controller
Learnings
Architecture
Tandem
•
What is the impact on Retailer reconciliation
•
If NFC, what communications could be sent back to app from
BSL
•
What are the advantages/limitations of custom .NET BSL vs
Wincor packaged
•
Enhanced Loyalty
Interface
How does this impact C-store security (even though not PCI)
•
BSL
Could Wincor packaged work with non-NAMOS POS
Cost
(a) $ 141,000
Next Gen
Telecoms
(b) $ 145,000
Simple POS – Simplify Site
Lean Site
Hardware (Lean Architecture)
Architecture
Tag
Effort
(a) 130 days
Simple POS – Software Agility
Business Service
(Business Services Layer)
Layer
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of
AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
(b) 120 days
Leading-edge
Leading-edge Fuel Pump
Peripherals
Peripherals

17. Wholesaler Coupon Offers
Experiment Overview
•
Can the Wholesaler set up Coupon offers in the BSL that can be applied at site to drive C-Store sales. Examples include:
•
Fuel $50 and receive $5 store coupon
•
$1 coffee 6am – 9am
•
We will experiment with how the coupons are created (by wholesaler in BSL), how they are distributed (pushed to mobile app, printed at
dispenser to drive traffic to C-Store) and how they are applied (read by peripheral an communicate to BSL)
•
Wincor have proposed a solution (that requires NAMOS POS and is offline) so we will test packaged vs custom
•
QR vs EAN13 vs NFC
Learnings
Architecture
W/sale
•
What are the security/data privicy requirements regarding
segmenting Wholesaler functionality
•
Can we integrate the scanner/NFC reader directly with the BSL
without having to integrate with POS application
•
Do receipt printers support barcode printing (customised by
BSL). What POS integration is required for printing
•
What are the advantages/limitations of custom .NET BSL vs
Wincor packaged
•
BSL
Can Wincor solution work with non-NAMOS POS
Cost
(a) $ 110,000
Next Gen
Telecoms
(b) $ 125,000
Simple POS – Simplify Site
Lean Site
Hardware (Lean
Architecture
Architecture)
Enhanced Loyalty
Interface
Scanner
Effort
(a) 50 days(b) 50 days
Simple POS – Software
Business Service
Agility (Business Services
Layer
Layer)
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of
AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
Leading-edge
Peripherals

18. Virtual Receipts
Experiment Overview
•
With the potential of the Leading-edge peripherals and BSL, can we innovate the way receipts are delivered to enhance CVP
•
We will experiment with email, NFC and to C-store app via internet from BSL
•
There would be a business case both from a cost (receipt paper at 14,000 sites) and a ‘green’ perspective
•
This could be an innovation for Fuel Card/Corporate customers for expenses management
•
There many also be other NFC innovations/integration with Google wallet that we will experiment with to deliver a ‘complete’ NFC
experience
Learnings
Architecture
•
•
Can email addresses be entered at POS/OPT (like Apple Store).
Is this realistic
•
Are there other ways to provide email (signing up for C-store
app/Loyalty and receipt delivered by BSL)
•
What development is required for OPT/POS systems
•
How does this align with scheme requirements for receipts?
•
BSL
What fiscal information do we need from POS for receipt (Tax
number, address etc.)
Will this be included in the NFC protocols when they emerge?
Cost
Tag
Effort
$ 100,000
Next Gen
Telecoms
Enhanced Loyalty
Interface
Simple POS – Site
Lean Simplify Site
Hardware (Lean Architecture)
Architecture
40 days
Simple POS – Software Agility
Business Service
(Business Services Layer)
Layer
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of
AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
Leading-edge Fuel Pump
Leading-edge
Peripherals

19. myC-store Personalization
Experiment Overview
• Customers log into the C-store portal (myC-store concept) and create a profile that dictates how they would like to be engaged
• When the customer is identified at the dispenser (through Loyalty identifier/C-store Virtual Gift Card), the BSL is able to control
how the customer is engaged with. Opportunities include:
• Loyalty: Linked Loyalty accounts for channel partners
• Receipt: Emailed, printed, posted, Quicken, sent monthly
• Media: Choose the media to be shown at the pump (for PoC)
• Offers: Show C-Store offers, carwash, fuel offers, preferences
Learnings
Architecture
• What are the opportunities for the customer to control how
C-store engaged with them?
• What can we learn from other companies that have similar
concepts e.g. Hotel rewards? Grocery retailers?
• What is required at the POS to manage this e.g. can we
remotely configure a receipt not to print?
Cost
$50k USD
Next Gen
Telecoms
Effort
Lean Site
Architecture
40 days
Business Service
Layer
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of
AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.
Leading-edge Fuel Pump
Peripherals