Tom Godber- CTO Masabi- Co-Founder MoMo Estonia

ESTONIAN NOT ESTONIAN

The mobile experience is about PAIN

Texting on a Moto…

Nokia moves the S60 icons in every new handset

User experience is becomingimportant

Ex-RAZR users often don‟t Moto again

But nothing is perfect, even Steve

Good ideas are common

Good ideas which actually work aren‟t

Given handset constraints

Given real world conditions

Compared to off-mobile alternatives

A successful service must offer a significant advantage to the user

An mPayment must be easier than cash and cards

Just because a user can do something, doesn‟t mean they will

Offer net pain relief

User probably moving

Must be simple

Must be resilient

Has user got alternatives?

Cash

Debit/credit cards

PC

Lots of hype (Almost) no handset support NFC already embedded on cards

Habit: you pay with a card, why use phone?

BUT: NFC on SIM may be interesting

Launched last week in Thailand

For markets without much card use…?

SIM Toolkit

SMS

Basic browser

AJAX browser

Installed application

Runs on every handset

Simple UIs

Very big eg. in African banking

The operator is your customer

No potential to run “off-deck”

Only operator lets you on the SIM

Good for simple transactions Easy to set up, works on everything

High cost

30-60% operator cut

Best for low-value high-margin items

Insecure

Can be read on stolen phones

Can be read on the network

Wap1 was insecure with “Wap Gap”

Plain text through gateway

Very low encryption strengths

Wap2 is better

Dumb client

Data mis-entry is painful

Repeat page loads slow and expensive

Hard to store tickets etc

SMS Picture Message – little data

MMS – can be mangled

Offers great advantages to developer

No upgrade concerns, etc

Great on your desktop PC

Fast, free, always-on data connections

Plenty of speed, memory and electricity

Overhead of XML + scripts + repeat HTTP doesn‟t matter

Users all using mouse and big screen

Does that remind you of mobile?

You don‟t have to be the „best‟

Sometimes being the only option is good enough

NOT suitable for everything

Remember, pick your services

Good for:

Recurring purchases

Flaky connections

▪ Retries, SMS fallback, fat intelligent client

Ticket purchase in UK

Aimed at repeat users

Intelligent client

Helps user with data entry=> minimises resends

Submits credit card purchase with one encrypted SMS

Good when signal strength low

2D barcode display for ticket

Optimised for on-screen scanning

There is no single „best platform‟

Most topics expanded on the Masabists blog

http://blog.masabi.com/