Mobile Commerce meets the Real World:Mobile Ticketing

Technology Warning!

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

Customer Adoption:

Normal people will only try to use new technology to do a regular daily activity…

…if the old way of doingit is painful enough to make them try something new.

At that moment: offer them a better way.

Corporate Adoption:

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

$$$

Who are Masabi?

2002 •First in-gamemicropayments

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

Channel Partners

Transport Finance & Banks

Entitlement & Venues

Gaming

Banking, Remittance, Casino

Masabi Applications

Security

• Public certification

• End-to-end

• Fast and small

Portability

• Popular handsets

• All form factors

• Fragmentation

Usability

Offline functionsInteractive experienceSlick and attractive

Mobile Services

WAP / xHTML Browser based, like on

the web No javascript or Ajax

on most mobiles

Application Installed on the phone Dedicated, customised

Usability – Fat Clients 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

Portability - DevelopME 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

Security – why?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)

Security - EncryptME 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

Mobile Ticket Sales

Mobile ticket opportunityOnly 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

Walk-up First Purchase

Repeat Purchase

Key usability points

No sign-up process no usernames no passwords

Mostly off-line interface, SMS backup

Fast repeated regular purchases

Auto-show tickets, full screen barcodes

E-Ticketing Options

Contactless RF Smart-Card

(Oyster, Mi-Fare) NFC Phones

Barcodes Self-print Mobile

Dependant on scanning hardware

Soft rollout option with visual inspection

Soft roll-out option 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

UK Rail Barcode Ticket Standard

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

Shared Barcode Standard

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

Cheap to implement and use

Scanner Options 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

Benefits: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

Example Heathrow Tickets

Adaptive layout, size, rotation, DRM

Case Study - Parking

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”

Case Study - Ticketing

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 YourRailUser feedback: “Better than the web!”

Technology Adoption:

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.

ben@masabi.com+44 7788 895 894