How digital (especially mobile coupons) will be distributed and redeemed at the POS (virtual and physical POS) Rome, 6th October 2014 Ercan Kilic, GS1 Germany GS1 Germany MobileCom project – focuses on Why is GS1 Germany active in Mobile Commerce? • GS1 has observed a world wide development of payment methods – they become increasingly contactless. • The way in which customers pay for goods, redeem coupons, collect points, etc. change dramatically and more rapidly. • These changes in customer behavior have an enormous impact on the business models of our clients and also in their investments in technology • GS1 Germany assumes the responsibility to offer solutions that enable its clients to benefit from the potential resulting from these changes. Mobile Payment GS1 is not active in the payment ecosystem • … but when it comes to Mobile Wallets then GS1 standards will be part of the different POS scenarios and new processes Banks MNOs Acquirer TSM Payment Networks IAPs Yesterday: Payment was manageable and easy to understand Real World physical POS Cash ILLUSTRATIION Debit Card Direct Debit Credit Card - Products via Banks - Manageable product portfolio - Distinction between payment at POS and Online – very clear Virtual World E-Commerce Credit Cards Bank transfer Debit entry Lastschrift Online Banking (Vorauskasse, Rechnung) Convergence of Payment The Wallet Hype ILLUSTRATION Real World physical POS Cash 1 Debit Card Direct Debit Credit Card 2 Credit Cards Virtual World E-Commerce mWallets Bank transfer Debit entry Bank transfer Online Banking (Vorauskasse, Rechnung) eWallets Mobile Wallet • OTTs, Internet Giants, Banks, MNOs, Handset Manufacturers, Retailers want to provide Mobile Wallets by offering value-add services to customers Source: Vodafone © 2011 Brightcove Inc. Mobile Wallet – the Google Wallet • It is complex to set up, maintain, enrich and drive broad acceptance of mobile wallets! Abbildungen: Google.com Apple Pay - a late start to the market but with an innovative set-up Factsheet: • Integrated into Apple Passbook on IOS 8 • Cards already stored in Itunes can be used • Alternatively cards can be added by taking a photo • Supports NFC-based POS payments and one-click payments in apps and online stores • Authorization of transactions via fingerprint sensor • No credit card data is forwarded to the merchant, no transaction records are kept by Apple • Launches first in the US in October 2014 • Will support the Apple watch after launch in 2015 Apple Pay - Passbook The impact of Apple Pay The break-through will come with Apple Pay The market for mobile payment will benefit in general • Apple Pay will clearly raise the awareness for contactless payments worldwide • Customer demand will be driven by Apple Pay (contactless payments might become cool) • Apple unlocks the access to a well-funded group of customer with affinity to new technologies Apple Pay’s one-click-payment feature for apps and online stores will open up a severe battle between Apple and e-wallet providers like Paypal What`s the strategy of retailers in US • A Network of America`s favorite merchants ISIS-Wallet - Credit Cards, Loyalty Cards, Coupons, Deals & Offers 14. Mai 2014 Isis hits 20,000 daily wallet activations – per day 20.000 ISIS-Wallet daily activations 68 NFC-Smartphones support the Wallet across three operators Preloaded on 14 Smartphones Over 270.000 redeemed Coupons at Jamba Juice in Q1. 2014 Savings always with you …. Mobile Wallet contains different Services Mobile Wallet Debit CARD EC Card (national Debit) Credit CARD Coupon Loyalty Retailer CARD Digital Receipts Refund Receipts Productinformation Interaction with Smart-Shelfs, Smart-Posters …. (Payment, Coupon, Loyalty) New services will come up soon - challenges for standardisation POS Interaction – Increase of technologies and interfaces at the retailer´s POS NFC-Terminal cash register - till Laser Scanner Photo Scanner camera Technologies / Interfaces NFC-Reader NFC BLE BLE Beacon QR Code QR Code Display IFR 1D / 2D Barcodes Laserscanner Photoscanner Beacon / BLE Bluetooth RFID NFC-Terminal NFC-Reader separat etc. W-LAN SMS NFC - reverse vending machine Retailers are uncertain and not willing to make large investments at the POS! GS1 Germany GmbH Confusion in today’s Digital Coupon Landscape Brands • How to set up a successful couponing strategy? • Which distribution channel should we use – wap, App, SMS, or others? • How to set up cross-retailer campaigns? • Is there a simple (self-service) tool that features performance measurement and real-time campaign management? Retailers Consumers • What do consumers expect? • Yes, I want coupons - but where can I redeem them and how? • Which technologies and interfaces exist and which ones are relevant for us? • Which retailers support this coupon campaign? What does that mean for my investment in digital infrastructure at the POS? • I do not want to download several coupon apps! Couponing has to be simple! • • Threat: other players such as Cashback Couponing providers GS1 Germany GmbH Couponing Landscape Stakeholders MNOs Consumer Brand Owners Retailers Creative Agencies Clearinghouses Media Agencies Distribution Validation Coupon Others? Mobile Couponing Landscape Mobile distribution channels Media Agency Lead Agency Brands / coupon issuers Specialized Agencies Processes Retailers Clearing Houses GS1 Germany GmbH Areas of tension in Mobile Couponing • Prerequisite for the broad acceptance of Mobile Couponing: Efficient processes along the line from distribution to redemption! Coupon distribution Coupon redemption GS1 Germany GmbH Areas of tension in Mobile Couponing Distribution: Not critical Challenge: Redemption at POS 1 Receive coupon 2 Redeem coupon present scan NFC BLE GS1 Germany GmbH Coupon distribution Coupon Issuer Efficient coupon distribution across several distribution channels is limited today! KitKat Brand App Consumer GS1 Germany GmbH Mobile Advertising Campaign 1.0 • No tracking possible – hoping for awareness! 100.000 Ad Impressions End of campaign! 10.000 Visits banner placement 10.000 clicks CTR = 10% t i l l Consumer Measurement ??? GS1 Germany GmbH The Challenge - how to redeem mobile coupons at the till Frontend: POS / till: NFC-Terminal Laser Scanner camera cash register - till NFC 0,50€ Photo Scanner BLE NFC-Reader QR Code IFR BLE Beacon W-LAN SMS QR Code Display 0,50€ günstiger! Technology – Smartphone 1D / 2D Barcodes Laserscanner Photoscanner Beacon / BLE Bluetooth RFID NFC-Terminal NFC-Reader separat etc. GS1 Germany GmbH Mobile Advertising 2.0 CXP solves the measurement issue • CXP enables measurement along the whole coupon cycle! Distribution: 100.000 Coupons 100.000 Ad Impressions 10.000 Visits 1.000 redemptions at till Banner placement CXP 10.000 clicks Detailed reports CTR = 10% 0,50€ off ! 5.000 clicks Coupon is activated Konsument t i l l Till integration 0,50€ off ! 0,50€ off ! Measutrement = Redemption Rate, e.g. 1% Performance Marketing! GS1 Germany GmbH POS: Processing of digital coupons through the backend of the retailer Problem: lack of standards leads to incompatibility and less efficiency! 1 t i l l 2 t i l l 3 t i l l Clearing today 1 Clearinghaus 1 Industry / Coupon-Issuer Inter-Clearing Clearing 2 Clearinghaus 2 Clearing 3 4 t i l l Clearinghaus 3 We address this challenge in our working groups! GS1 Germany GmbH Standardized communication between retailers and and coupon service providers Standardized communication communikation leads to compatibility and optimized efficiency TOMORROW ? Clearing Coupon issuer t i l l t i l l Clearinghaus 1 t i l l Standardized communication based on EPCIS Clearing Clearinghaus 2 t i l l Clearing Clearinghaus 3 Bilderquelle: Google t i l l t i l l GS1 Germany GmbH GS1 standards and data architectures in the Coupon-Cycle GLN Global Location Number: A unique identifier that refers to a specific location. A location could be an organisation, warehouse, retailer, platform or role. GTIN Global Trade Item Number: A unique code, belonging to a specific organisaiton, that identifies a product at a packaging level. GSRN Global Service relationship Number: A unique code relating to a relationship with a specific consumer. For example identifying a unique consumer. GCN Global Coupon Number: An identifier relating to a specific coupon and its use, business rules and creative. The GCN holds the generic information about that coupon (or series of coupons) SGCN Serialised Global Coupon Number: This is a single, unique, instance of a GCN. GS1 Germany GmbH Mobile Payment Pilot is based on NFC and Mobile Wallet • Mobile Payment Pilot based on NFC und Mobile Wallet • Cross MNO and Cross Retailer model NFC-City BERLIN Mobile Payment - „NFC City Berlin“ | GS1 Germany GmbH | ‹#› Vision of “NFC City Berlin“ • The goal of “NFC City Berlin“ is to set up a lighthouse project that establishes the “Eco System“ of Mobile Payment. • A critical mass and an impulse for NFC will be achieved by joining forces at the issuance side and at the point of acceptance. • The Mobile Payment project will be established first at main market participants. Subsequently, the project will be extended by more participants and use cases. • That includes harmonization of different services and transaction types such as couponing and ticketing but also parking, carsharing, access via NFC. • The constant use of NFC services increases customer acceptance to use smartphones not only in retail but also in other services and Scenarios (different use cases). • “NFC City Berlin“ considers basically: • Customer acceptance • Technical interaction • Business models “NFC City Berlin“ is the first step towards an overall contactless communication and transaction at the physical POS. Mobile Payment - „NFC City Berlin“ | GS1 Germany GmbH | ‹#› Goal of NFC City Berlin • “NCF City Berlin“ delivers important insights about the interplay of the different parties and components: • Customers Customers • Acceptance • Usage • Behavior • Technique & processes • Eco system & partner models • That enables the participating companies to position themselves strategically early in the Mobile Payment field. • On this basis, all parties are able to refine their products and services. Ecosystem & partner models • Development and testing of business models Technique & processes • Complexity and functionalities of wallet & cash systems • Processes & interaction The participation in the development and in the implementation of a contactless payment infrastructure enables all parties to proactively form a strategic positioning within the ecosystem. Mobile Payment - „NFC City Berlin“ | GS1 Germany GmbH | ‹#› Key objectives of the NFC City Project • • • • • Support creating a partner model between the key stakholders Building a sustainable eco-system together Figuring out the ideal Mobile Payment Solution Testing the soultion(s) - User Experience / Design Optimizing the processes between the Stakeholders and especially Consumer/Smartphone and Terminal/Cashier system / till of the Retailer • • • • Generating insights concerning the customer acceptance Measuring transactions Generating Reportings concerning performance and huser behavior Genarate insights for all stakeholder - also for value added service providers Couponing Loyalty Advertising and others • • • • Build focus groups to undestand customers needs – surveys in stores etc. Preparing roll-outs Developing and providing best practises and recommendations for the community Defining standards Mobile Payment - „NFC City Berlin“ | GS1 Germany GmbH | ‹#› Contact GS1 Germany GmbH Ercan Kilic Head of Mobile Commerce GS1 Germany GmbH Maarweg 133 50825 Köln Tel: Mobile: Fax: E-Mail: 0221-94714-218 0171-561 44 84 0221-94714-7218 kilic@gs1-germany.de
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