7. Secure identification at the PoS
• Criteria
• Usability
• Availability
• Security
• Personal
• Cost
• Future proof
• Technologies
• Contactless
• 2D barcodes
8. NFC promise: Mobile phone as Swiss
knife of secure mobile applications
•web •access
•communication •couponing
•payment
•advertising
•loyalty
•transport
Using Near Field Communication technology
9. 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
10. Every card becomes a mobile application
Real time Balance Transaction history
Business expense On the fly subscription
Personal coupons P2P transactions
11. 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
13. 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
14. 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
21. 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
22. 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
27. 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
