Linking m-commerce to the physical point of sale

Linking m-commerce to the physical PoS
Alcatel-Lucent
Toon Coppens @touchatag
31 March 2011 http://www.alcatel-lucent.com/mws

Who we are
• touchatag Venture of Alcatel-Lucent

• Providing mobile payment & marketing
services to
• Mobile operators
• Enterprises (retail, city, social media,..)

• Based in Belgium, US & Turkey

• Active since 2008

• Combined offer with ALU ventures
• Optism: mobile advertising
• Dekaps: mobile app dev, augmented reality
& marketing agency

http://www.alcatel-lucent.com/mws

Twitter: @touchatag

2
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.

Mobile & commerce: closing the loop

?

Customer
Communication

Advertising & Customer identification,
direct marketing Reporting & Analytics

Sales

South-Korea Telecom: Q-Store
Scan in shop & buy online

Scan 2D barcodes or NFC tags in the shop & buy online via the mobile

5

Mobile & commerce: many use cases

Secure identification at the PoS

• Criteria
• Usability
• Availability
• Security
• Personal
• Cost
• Future proof
• Technologies
• Contactless

• 2D barcodes

NFC promise: Mobile phone as Swiss
knife of secure mobile applications

•web •access

•communication •couponing

•payment
•advertising

•loyalty
•transport

Using Near Field Communication technology

NFC phones (March 2011 snapshot)

• Available NFC phones include a.o.:

Google Nexus S Samsung Star S5230 Nokia C7 Sagem Cosyphone

• More makers to announce NFC phones in 2011:
• LG, RIM, HTC, Sony-Ericsson, Samsung
• Projections: additional >50 million NFC handsets shipped in 2011
• Frost & Sullivan expects >860 million NFC phones by 2015

Every card becomes a mobile application

Real time Balance Transaction history
Business expense On the fly subscription
Personal coupons P2P transactions

NFC payment demo
http://www.youtube.com/watch?v=28TwCpx4Dng

• Payment scheme:
• Alcatel-Lucent Mobile Wallet Service micro-payment scheme
• Based on stored value account (e-money, loyalty, coupons…)
• Consumer Phone: Google Nexus S NFC in tag emulation mode
• Merchant: mobile NFC phone Google Nexus S as point of sale

Retail Industry & M-Commerce

ReportingAnalytics Stock mgmt Customer segmentation
Queue length Opex costs Cost of Cash handling
Sales increase Loyalty Sales activation Sales frequency
Customer interaction CRM Know Your Customer

Starting guide

Objectives Applications Channels Models Services

Sales Contactless Closed vs User Self
Saving
increase card/sticker Open loop registration

Sales Coupon Online / (e)-PoS Reporting &
frequency Services Mobile Web Integrated vs Analytics
non
integrated
Sales Gift Mobile Balance
activation voucher application interface for
Uniform vs web / mobile
segment
Shopping based
Prepaid NFC phone
analytics program
Know
Club card Open ended
your (access..)
2D barcode
vs time
customer limited
campaigns
Opex M-
reduction Commerce

Orange – Switzerland
SMS based couponing

15

SMS coupon uptake

1. Almost 50% of the subscribers are interested by Commercial SMS
2. Leading to a purchase in 21% of cases

This proportion reaches 53% for 15-24 years old, and 62% for women.

16

Adidas – Mobinil Egypt
Mobile advertising to PoS sales

Source: Alcatel-Lucent

17

Target - US
Mobile coupons

18

Starbucks - US
Mobile for closed loop prepaid and loyalty
Who? Worldwide retail chain

Cost reduction on transaction costs
Goals
Loyalty
Prepaid account for PoS payment
Application
Merchant loyalty program: tracking stars
Channels Temporary 2D barcode generation
Closed loop, top-up via cash deposit, credit/debit card
Model
Cash register integration
Services Mobile application

La croissanterie - France

Loyalty & coupon services, use
1. Dedicated contactless card
2. 2D barcode application
3. Any contactless transport card (Navigo)

20

Sanoma Magazines & Sanoma MVNO
Contactless loyalty & prepaid – mobile stickers
European publisher active in 13 countries, market leader in Finland,
Who? Netherlands, Belgium..
Flair Mobile: MVNO
Sales and sales frequency increase
Goals
Identify PoS consumer for further sales activation
Loyalty for Flair Magazine: 4 + product plus
Application
Prepaid program for Humo Magazine: pay for 10 and get 12
Channels Contactless stickers, POS GPRS reader , website

Model Closed loop, not integrated into PoS, targeted, limited in time

Services website, SMS self registration, activation

City of Antwerp
City marketing - City loyalty card
Stimulate participation in sports and culture
Goals Increase local community sense
Improve the city offering based on consumption analytics
Application Loyalty card & saving program for the citizens and tourists

Channels Contactless card, POS devices, online

Model Loyalty club, gift vouchers, saving program

Services Registration, location & check in based savings, reward clearing

+ 1 points at + 1 points at -1 coupon for free
swimming library access museum
pool

Loyalty & Coupon Wallet

22 | Touchatag |April 2010

McDonalds - Japan
NFC coupon services

Maxis - Malaysia
NFC smart posters

24

Solution components

consumer

Balance check Communication

Communication

SMS Reporting & Analytics

administration
transactions
NFC
PoS Mobile
2D
Wallet Campaign management
WEB Admin
Service (merchant
Mobile Profile server Consumer registration /brand)
consumer Application
Program Database

APIs

External Social
Payment networks
networks

25 | Touchatag |April 2010

Conclusions

• Mobile marketing
• should become part of any multi-channel strategy
• can influence directly PoS sales results
• is feasible today

• Remote communication services
• SMS/MMS – Web – Mobile application

+
• Identification services
• Connected contactless cards - 2D barcode -> to
evolve to NFC phones

Linking m-commerce to the physical point of sale

Linking m-commerce to the physical point of sale

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