The document discusses how mobile technology can enable new capabilities but must provide clear benefits to users and businesses. It notes that users will only adopt new technologies for regular activities if the old way is painful, and the new way is better. The document then outlines examples of mobile solutions for payments, ticketing, and security that provide benefits to both customers and corporations by reducing costs, increasing sales, and usability.

2. Just because you can do something
with mobile technology -
 Does not mean that
customers will want
to use it
 Does not mean that
corporations will
promote it

3. Normal people will only try to use new
technology to do a regular daily activity…
…if the old way of doing
it is painful enough to
make them try
something new.
At that moment:
offer them a
better way.

4.  Make a clear business case first
 Must make more money
 Reduce Costs
or
 Increase Sales
 Must pay for itself in the first year
 Capital is not easy to raise right now
$$$

5. 2002
•First in-game
micropayments
2004
•First mobile viral apps
2006
•Playtech mobile casino
•750+ handsets
•6 languages
2007
•First certified mobile security
•3Kb EncryptME
•Award winning
2008
•Ticketing
•Money transfers
•Banking
• 20 currencies
• 4 alphabets
• 2 Factor Authentication
• Secure messaging
• UK Rail Ticket Standard

6. Transport Finance &
Banks
Entitlement &
Venues
Gaming

7. Security
Portability
Usability
• Public certification
• End-to-end
• Fast and small
• Popular handsets
• All form factors
• Fragmentation
• Offline functions
• Interactive
experience
• Slick and attractive

8.  WAP / xHTML
 Browser based, like on
the web
 No javascript or Ajax
on most mobiles
 Application
 Installed on the phone
 Dedicated, customised

9.  Still useful without a continuous
data connection
 Optimised data entry
 Faster responses
 Catch mistakes quicker
 SMS failover from GPRS
 Avoid settings, reception &
roaming problems
 Cheaper + faster for the user
 Send only the data
 Flat rate data is still not common

10.  Support the popular handsets
 Not just the “easy” ones
 Adapt content and graphics to
screen size
 Automatic handling of handset bugs
 Optimise experience for form factor

11.  To Enable Payments
 Credit Card Transactions
 Bank Transactions
 WAP and SMS alone are
not PCI/DSS secure
 Why not use pSMS / Operator?
 Too expensive for many industries
(cost of Operator Billing>40%; only 1% to 3% for Visa)

12.  US Government Certified
 British Telecom validated
 IET Security Award
 Latest Encryption Strength
 1024bit RSA, 256bit AES
 Standard Server Cryptography
 Tiny 3Kb library
 Works on all Java phones
 Extremely fast
 Secures any medium
 SMS, GPRS, Bluetooth, NFC
 On-phone storage

16.  Only 12% of UK rail tickets sold on the
internet – most bought at station
 Over 2/3 of mobile users do not
complete registration if it’s on the web
 So: Sign up the users when they need it
 in a queue
 in a hurry
 next to a broken ticket machine

19.  No sign-up process
 no usernames
 no passwords
 Mostly off-line interface, SMS backup
 Fast repeated regular purchases
 Auto-show tickets, full screen barcodes

20.  Contactless RF
 Smart-Card
(Oyster, Mi-Fare)
 NFC Phones
 Barcodes
 Self-print
 Mobile
Dependant on scanning hardware
Soft rollout option with visual inspection

21.  Avoid up-front capital cost of
full barcode scanner rollout
 Visually inspect at launch
 Staff report barcode ticket
usage levels each week
 Occasional SMS or scan checks
 Staged scanner rollout for
routes with significant adoption

22. RSPS3001 Approved in December 2008 as the UK standard
for self print and mobile barcode rail ticketing

23.  Share self-print and
mobile barcodes
between Operators and
3rd party retailers
 Public and open security
 Based on PKI, standard
SSL certificates
 Decentralised system -
robust

24.  Any barcode scanner, online or off-line,
must support: 2D Aztec with CCD imager
 Handheld
 Small basic scanners for door staff
 Advanced PDA based scanners for service staff
 Bluetooth scanner upgrade for Avantix Mobile 2
 Cash Register/EPOS Scanners
 Connect via USB or as “keyboard wedge” in
between keyboard and EPOS like a normal scanner
 Fixed Scanners for gates or check-outs
 Retro-fit to existing gates, user places phone on
rubber face to scan
 Or built in at manufacture by gate supplier
Retro-fit
Fixed / gate
scanner
EPOS Scanner
Basic Advanced
Bluetooth

25.  Customer
 Sign-up in the queue
(no usernames or passwords)
 No queues ever again
 Quicker re-purchase
 Tickets same price
 Corporation
 Lower cost per sale
 No need to expand stations (major cost)
 Staged capital expense on scanners

26.  Adaptive layout, size, rotation, DRM

27.  Payments straight from phone
 No need for explicit sign-up or passwords
 Just type CVV again for future purchases
 All user data entry and validation performed off-line
by application
 Secure SMS for users without data settings or with
poor reception
 New user can sign-up and pay in just one SMS
95% of surveyed users said:
“better than the IVR system we used until now”

28.  Buy anywhere
 No paper, no queues - barcode tickets
 Tunnels aren’t showstoppers!
 Auto-detects SMS or GPRS
 1-2 SMS per ticket
 Doubles the consumer uptake by removing Data issues
 Quick repeat tickets
 Customer loyalty and lock-in
Chiltern Railways with YourRail
User feedback: “Better than the web!”

29. People will only try to use new technology
to do a regular daily activity…
…if the old way of doing it is painful
enough to make them try something
new.
At that moment:
offer them a better way.