1. GS1 MobileCom:
Enabling New Shopping Experiences
Conser Lee
Head of Industry Engagement
GS1 Hong Kong
Agenda
1. GS1 and GS1 MobileCom
2. MobileCom Applications in the region
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities

2. Who is GS1?
GS1 - a not-for-profit organisation
dedicated to the design and
implementation of global standards to
improve the efficiency and visibility of
supply chains globally and across
sectors
VISION - A world where things and
related information move efficiently and
securely for the benefit of businesses and
improvement of people’s lives, everyday,
everywhere.
The most widely used supply chain standards
system in the world
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities
GS1 System of Standards
Implementation, Consultancy and Training
Retail Consumer Goods / Healthcare /
Industry Engagement and Adoption Food / Toys / Apparels & Textiles /
Consumer Electronics/ Logistics
4

3. Global reach, local presence
Countries with a
GS1 Member
Organisation
Countries served on a
direct basis from GS1
Global Office (Brussels) 109 Member Organisations.
150 countries served.
2,000+ people helping us.
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities
Mobile Phones - Communication
Channel Brings Business and
People Closer
•Increasing Phone Penetration - there are over 3 billion mobile
phones worldwide. This means that over 40% of the world’s population
carries a mobile phone, far more than use a computer or have access
to the internet. In many developed countries, mobile phone penetration
is above 90% and developing countries are catching up fast.
• More personalised relationships between businesses and
consumers are possible via mobile phones.
• Emerging applications and services that add value to physical
products and brands and go beyond limits previously imposed (such
as extended packaging) already exist today on mobile phones.
• Convergence of different technologies on single devices that are
available anywhere and anytime is allowing existing technologies
(such as the internet) to evolve and extend their reach even further.

4. Mobile Services
… but the market is fragmented
Mobile Websites
Portals
Company 3rd Party
Databases Databases
Different Different Different Different
mobile mobile mobile & internet information
barcodes devices networks sources
Questions from brands and retailers: Interoperabilty? Scaleability?
GS1 Global Forum 2010 - From vision to knowledge?united for new opportunities
Rate of technology change? Technical action, GS1 Investment?

5. GS1: Bringing companies
together
GS1 brings Manufacturers, distributors,
together retailers, hospitals, transporters,
customs organisations, software
companies
developers, local and international
representing
regulatory authorities, and more
all parts of the work together under our leadership
supply chain to create standards
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities
GS1 MobileCom Vision
All consumers have access to trusted product information and related
services via their mobile phones.
All stakeholders use GS1 standards to make this possible and so
ensure interoperable, scalable and cost-effective applications.
In general, collaborative Mobile Commerce applications are enabled by an
open infrastructure.
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities

6. Who is GS1 MobileCom Group
today ?
MobileCom Steering Committee:
Some of the 200+ Companies Involved Other GS1 Member Organisations Involved
Australia Finland
Austria Germany Poland
Belgium Hungary Russia
& Lux. India Singapore
Canada Italy Spain
Chile Sweden
Korea
China Latvia Switzerland
Costa Rica Malaysia Taiwan
Croatia Mexico Tunisia
Czech Republic Netherlands UK
Egypt Panama US
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities
What has been developed?
http://www.gs1.org/mobile
Position Paper
on Data Carrier
Extended Extended
MobileCom for Mobile Mobile In Retail
Packaging Packaging
White Paper Commerce White Paper
Feasibility Study Pilot Handbook
Feb 2008 Sept 2008 Dec 2008 Feb 2009 Jan 2010
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities
12

7. MobileCom Applications
in the Region
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities
MobileCom Applications in the
Region
•Australia
• GoScan
•Hong Kong
• Mobile BarcodePlus
•Japan
• eGift
•Korea
• Price Comparison
•Malaysia
• Halal Food Portal

8. GoScan
GoScan1 iPhone application developed in
collaboration with Deakin University and Nestle
•Database extract from GS1net of Nestle items, supplemented with
allergen information from Nestle
•Data re-hosted at Deakin University, with view to move infrastructure
to GS1 Australia
•Deakin develops iPhone app as proof of concept
Aim:
•To develop an iPhone app to display extended packaging
information as a basis for future attribute data being displayed.
•To aid research into evaluating consumers perceptions of the
usefulness and ease of use of the technology and examine consumer’s
behaviour on their purchasing choices.
•To provide learnings to GS1 Australia
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities
GoScan Data Flow
Carrier
Smart Phone
Proxy Server
Stastistic
Security Layer
GS1 NET Catalogue
Extract of Nestle GTINs
QSN Technologies
Barcode Reader
Product Router GS1 Australia
Look Up Service
Modified Red Telco Nutritional DB
Laser app to GS1 Acratus
Au specifications
Nutritional Info Supplementary
Data – Nestle GTINs
Customer Mobile
Application
With Allergenic
Widget Data
Deakin
University
User
GS1 Global Forum 2010Telco
- From vision to action, GS1 united for new opportunities
Infrastructure

9. Retail Application – Using iPhone
Engage GO@L (Association
of Green, Organic at Living) to
provide more value added
information /solutions via
mobile BarcodePlus (ie
extend the packaging
information on mobile phone)
Product authentication
Information
Product Registration for
Bonus Point redemption
Mobile Coupon
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities
Check Extended Packaging
Information
Open Application
Enter
GTIN
Show detail
Product
Information
Scan Barcode

10. Extended Packaging
Information
Basic Information Extended Information Photo Gallery
Product Category Use/Function/Nutrition Product Image
Name/Description Allergy/Recipe Advertisement
Product Registration
& Bonus Point
Register Product
Enter
& Gain Bonus
GTIN
Open Application Point
Scan
Barcode
Login

11. Mobile Coupon
Open Application
Check
Available Check
Coupon
Coupon
Redemption
History
Retail Application – Mobile Gift
Coupon
Gift Sender Information provider Gift Recipient
Payment servicer
purchase eGift by
mobile billing
download eGift’s URL no membership entry
no mobile wallet
ONLY receive eGift
by own mobile phone,
It’s very convenient
send eGift’s URL via mobile mail
Server
(Retailer) visit to shop
get goods free POS scanning
(just like a free coupon)
(1D Bar code)
Seven-Eleven (over 12,000 stores)
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities

12. Retail Application – Price Comparison
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities
Major internet Portals
[Smartphone User]
1. Scan Barcode
4. Result Mobile Price
(Price Comparison) APP DB
M
2. Request Barcode No O
B Mobile Service
[Vendor] 3. Barcode No I DB
Barcode KoreanNet
KoreanNet L
Registration Link
Link
5. Product information 6. Product Information* E
Campaign API
with Barcode No
* When the product is not
registered in KorEANnet
<KorEANnet Mobile API Service>
6 months’ work plan:
•GS1 Korea smartphone application that will link GTINs and manufacturers
mobile websites is being planned.
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities

13. Retail Application – e-Halal Portal
Authentication of Halal Status
Verify halal products via SMS or Internet uisng GTINs as product ID
Via SMS
• Key in Halal 955 6041601597
• Send to 32728 [DAPAT]
• Information received from JAKIM’s
database on halal status of product
Via Internet
• www.halaljakim.gov.my
• Click on eJakim, click on “Carian Bagi Produk
Halal” [Search for Halal Products]
• Click on any of the icon Bar Code; Diskripsi
[Description] or Syarikat [Company], depending on
whether search is by GTIN, description or company
• Information on expiry date of halal certification and
GS1 Global Forum 2010 - From visionvalidity status of united forwill be given
to action, GS1 certificate new opportunities
Thank You