1. User-centered design and business model of vouchers in an NFC world

2. User-centred design in the NFC-Voucher project Karin Slegers VerónicaDonoso Centre for User Experience Research (CUO) K.U. Leuven / IBBT

4. Cultural probes

5. Interviews

6. Co-design

7. Cardsorting

8. Lofiprototyping

9. Expert review

10. Results:

11. Storyboard

12. Personas

13. User requirements

14. User-basedconceptual model

15. User feedback

17. Goal:

18. Stimulateparticipants to thinkabouttheirmeal voucher use

19. Collectinformationabout context of use

21. Goal:

22. Present and explainNFC-voucher (storyboard)

24. Goal:

25. Representusers: characteristics, routines, problems, needs & wants

28. Goal:

29. Explore the use of NFC-voucher

30. Brainstorm aboutinteractionwithNFC-voucher

32. Goal:

33. Represent look & behaviour of the system

34. Functionalities

35. Interactions

37. Goal:

38. Involveusers in creating the structure of the NFC-voucherapplication

40. Goal:

41. Findusability issues in anearly stage

42. Example of finding:

43. Usability problem: In the menu structure many tasks require too many actions and confirmations which make these tasks unnecessarily complex.

45. Goal:

46. Identification of usability problems based on established human factors principles

48. Provide feedback about status of NFC-connections and transaction processes

52. NFC VoucherBusiness Modelling WouterDegadt IBBT – SMIT Media, Market & Innovation

54. eVoucher classification and ecosystem

55. Value network

56. Implementation scenarios

59. 250.000.000 meal vouchers issued per year

60. Prepaid payment system for food

61. Fiscally attractive

62. Disadvantages

63. Handling (all parties)

64. Storage: archiving regulation

65. Deterioration of paper

67. Storage on NFC-enabled phone

68. Payment using existing terminals

69. Customer enabling

70. Offline payments

71. Offline beneficiary-to-beneficiary payment transaction

72. Proof of concept implementation

73. Nokia 6313

75. Theoretical and practical analysis of the actors in various pilots according to a business model framework

76. SOTA

77. Elaboration of NFC-Voucher BM

78. Definitions

79. Ecosystem

80. Different business models and scenario’s

81. Most valuable business case?Media, Market & Innovation 21

83. Customer: employer

84. Beneficiary: employee

85. Affiliate: shop, storeMedia, Market & Innovation 22

86. Electronic voucher ecosystem NFC-Voucher MEDIA, MARKET & INNOVATION 23

88. Payee: the merchant or seller of the goods or services

89. Issuer: the party interacting with the payer in the payment process. The issuer is generally a financial institution

90. Acquirer: the party interacting with the payee in the payment process. The acquirer is also generally a financial institution

91. Arbiter: an extra party that might be involved in the payment process for dispute resolutionMedia, Market & Innovation 24

95. Service Provider: provides contactless services to the customer; several forms:

96. A specific form is the Application Service Provider (ASP). A functional or specialist ASP delivers a single application such as transaction processing

97. The voucher service provider will be responsible for the end distribution of the (branded) voucher

98. Retailer/Merchant: they accept contactless payments. The merchant provides goods and services (food or non-food)Media, Market & Innovation 26

100. Handset, NFC Chipset and UICC Manufacturer: produce Mobile NFC/Communication devices and the associated UICC hardware

101. (Terminal) Reader Manufacturer + security components and Electronic Cash Register: produces NFC reader devices

102. Application developer: designs and develops the mobile NFC applications Media, Market & Innovation 27

103. Value network NFC-Voucher MEDIA, MARKET & INNOVATION 28

104. Value network – service flows MEDIA, MARKET & INNOVATION 29

105. Content stream MEDIA, MARKET & INNOVATION 30

106. Value network – service flows MEDIA, MARKET & INNOVATION 31

107. Value network – financial flows MEDIA, MARKET & INNOVATION 32

109. Voucher service provider: is responsible for the distribution of vouchers

110. Application service provider: delivers a single application such as transaction processingMEDIA, MARKET & INNOVATION 33

111. implementation scenarios -Platform for a tsm NFC-Voucher MEDIA, MARKET & INNOVATION 34

112. Issuer centric MEDIA, MARKET & INNOVATION 35 ISSUER MNO

113. MNO centric MEDIA, MARKET & INNOVATION 36 ISSUER MNO

114. MNO integration scenario MEDIA, MARKET & INNOVATION 37 ISSUER MNO

115. TSM scenario MEDIA, MARKET & INNOVATION 38 ISSUER MNO TSM

117. eVoucher case: clients are advertisers and MNO

118. Different scenarios are dependent on the power a TSM holds:

119. MNO as TSM

120. Bank or e-money license as TSM in NFC e-payment services

121. Voucher issuer as TSM

122. A trusted neutral third party as TSMMEDIA, MARKET & INNOVATION 39

124. TSM could prevent a possible MNO domination

125. TSM could be the neutral platform for industrial power equilibrium and better customer support

126. TSM increases complexity, but also neutrality and independence

127. Original service responsibility and accountability of issuer can be averted by the take-up of a TSMMEDIA, MARKET & INNOVATION 40

128. Business case NFC-Voucher MEDIA, MARKET & INNOVATION 41

129. Business case NFC-voucher MEDIA, MARKET & INNOVATION 42

130. Business case NFC-voucher MEDIA, MARKET & INNOVATION 43 EMPLOYEE PERSONAL BUSINESS CASE CAPEX NFC handset, SIM OPEX Monthly subscription SERVICE PROVIDER CAPREV CAPEX Application development, backend Revenues from companies, the employers OPREV OPEX Application maintenance, customer support MNO CAPREV CAPEX Adaptation to new NFC opportunities OPREV OPEX Network costs, customer support, billing Monthly fees from customers MERCHANT CAPREV CAPEX POS NFC readers, cash register adaptation Customer service, client data profiling OPREV OPEX Personnel Increased sales, coupons

131. Thank you!Any questions? Wouter.degadt@vub.ac.be MEDIA, MARKET & INNOVATION 44