masabi cx o telecoms strategy conference

Mobile technology that makes sense: mTickets

Technology Warning!

Just because you can do something with mobile technology –

Does not mean customers will adopt

Does not mean that companies will promote it

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

Masabi applications process $Millions every month in secure transactions

Banking, Remittance, Casino

Channel Partners

Transport Finance & Banks

Entitlement & Venues

Gaming

Working with established Systems Integrators to ensure that innovative mobile services are delivered with industrial scalability and reliability

Masabi Applications

Usability

Slick and attractiveInteractive experienceOffline functions

Portability

• Popular handsets

• All form factors

• Fragmentation

Security

• Public certification

• End-to-end

• Fast and small

Usability: 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%but only 1% to 3% for Credit Cards

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

Technology Warning!

Just because you can do something with mobile technology –

Does not mean customers will adopt

Does not mean that companies will promote it

Mobile Feature Usage

EveryoneVoiceText/SMS

Business UsersEmail

ONLY iPhone / Facebook users:Mobile web, music, video, social

networking, apps, games, etc

User Adoption of “new”?Normal people only try a new technology to do something…

…if the old way of doing it is painful enough to make them try.

At that moment: offer them a better way.

Business Case?

Make a clear business case

Must make more money Reduce Costs

or Increase Sales

Must pay for itself in the first year Capital is no longer as easy to raise Nice-to-have features aren’t enough

Mobile Ticket Sales

Mobile ticket opportunityOnly 12% of UK rail tickets sold on the

internet – most bought at station

Over 2/3 of mobile service users do not complete registrations on the web

So: Sign up the users when they need it in a queue in a hurry next to a broken ticket machine

User Experience VideoVideo available:http://www.youtube.com/watch?v=lwhelQ9Df0o

Also visit masabi.com to get the video

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

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

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

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

E-Ticketing OptionsContactless RF

Smart-Card e.g. Oyster, Mi-Fare

(NFC Phones?)

Barcodes Self-print Mobile

Dependant on rollout of scanning hardware to entire network

Cheaper soft rollout option with visual inspection – no up-front capex required, just add scanners later

NFC – Not TodayNOKIA HANDSETS NOKIA NFC HANDSETS

Scan as fast as Smartcard New gate scanners as fast as

Smartcard readers, even from legacy mobile

240ms to scan, decode, decrypt and validate

Now mobile barcode is ready for Mass-Transit and high-volume

So why wait for NFC ?

Gate Scanner Videohttp://www.youtube.com/watch?v=XUtlYPqRnds

Also visit masabi.com to get the video

Case Study - Ticketing

Buy anywhere No paper, no queues - barcode tickets Tunnels don’t break the system

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!”

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”

Business Case & User Case

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 894blog.masabi.com