GIacomo Biggiero's talk to Denmark's Mobile Ticketing Workshop in Aarhus, September 2009.

1. Mobile Ticketing GiacomoBiggiero

2. 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

3. 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.

4. 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! $$$

5. Agenda

6. Agenda Who Are Masabi? Why rail ticketing? How does it work? What do we believe is important in Mobile? How do we develop the apps?

7. Who Are Masabi?

9. 4 alphabets

10. 2 Factor Authentication

11. Secure messaging

13. Mobile ticket opportunity 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

14. Address Customer Needs! UK Rail Tickets – mainly bought in the station!

15. Consumer needs? Avoid queuing Fits their user case (buy at the station) Avoid missing trains

16. Operator needs? Low roll out costs Low fixed costs Lower marginal costs Than ticket machines or staff Reduce station congestion

17. Solution Phone becomes your ticket Masabi defined the official UKRail barcode ticketing standard Phone becomes a ticket machine Buy a ticket whilst on the move Never queue again! Chiltern Railways trial showed: Not just for young males Often user’s 1st transaction with a phone

18. How does it work?

19. Walk-up First Purchase

20. Repeat Purchase

21. 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

22. UK Rail Barcodes Reliable, fast Offline scanning Tickets still work when Internet doesn’t! Open security PKI signatures prevent modification Public Key verification is cheap, easy Royalty free, open barcodes Aztec scans best on a handset screen

23. UK Rail Barcode Ticket Standard RSPS3001 Approved in December 2008as the UK standard for self print and mobile barcode rail ticketing

24. 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 Basic Advanced Bluetooth EPOS Scanner Retro-fit Fixed / gate scanner

25. 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

26. 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

27. 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

28. How Do We Develop Our Applications?

29. Considerations User probably moving Must be simple Must be resilient Has user got alternatives? Cash Debit/credit cards PC

30. Masabi Applications

31. Mobile Services WAP / xHTML Browser based, like on the web No javascript or Ajax on most mobiles Application Installed on the phone Dedicated, customised

32. Wap Ticketing Wap Push with ticket URL User downloads ticket Saves image like a wallpaper Must trust OMA DRM A lot of effort to size image Handsets often rescale an image that is slightly too big or small This plays havoc with barcode scanners!

34. Optimised data entry

35. Faster responses

36. Catch mistakes quicker

37. SMS failover from GPRS

38. Avoid settings, reception & roaming problems

39. Cheaper + faster for the user

40. Send only the data

43. Not just the “easy” ones

44. Adapt content and graphics to screen size

45. Automatic handling of handset bugs

48. British Telecom validated

49. IET Security Award

50. Latest Encryption Strength

51. 1024bit RSA, 256bit AES

52. Standard Server Cryptography

53. Tiny 3Kb library

54. Works on all Java phones

55. Extremely fast

56. Secures any medium

57. SMS, GPRS, Bluetooth, NFC

59. giacomo@masabi.com+44 7876230761