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Rome, 6th October 2014 - Ercan Kilic, GS1 Germany How digital (especially mobile coupons) will be distributed and redeemed at the POS (virtual and physical.

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Presentation on theme: "Rome, 6th October 2014 - Ercan Kilic, GS1 Germany How digital (especially mobile coupons) will be distributed and redeemed at the POS (virtual and physical."— Presentation transcript:

1 Rome, 6th October Ercan Kilic, GS1 Germany How digital (especially mobile coupons) will be distributed and redeemed at the POS (virtual and physical POS)

2 GS1 Germany MobileCom project – focuses on

3 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.

4 Mobile Payment

5 GS1 is not active in the payment eco- system … but when it comes to Mobile Wallets then GS1 standards will be part of the different POS scenarios and new processes Banks Payment Networks IAPs MNOs Acquirer TSM

6 Yesterday: Payment was manageable and easy to understand -Products via Banks -Manageable product portfolio -Distinction between payment at POS and Online – very clear Cash Bank transfer Debit entry Debit Card Direct Debit Credit Card Credit Cards Real World physical POS Virtual World E-Commerce Online Banking (Vorauskasse, Rechnung) Lastschrift ILLUSTRATIION

7 Convergence of Payment The Wallet Hype ILLUSTRATION Bank transfer Debit entry Cash Debit Card Direct Debit Credit Card Credit Cards Real World physical POS Virtual World E-Commerce Bank transfer Online Banking (Vorauskasse, Rechnung) mWallets eWallets 1 2

8 © 2011 Brightcove Inc. Mobile Wallet Source: Vodafone OTTs, Internet Giants, Banks, MNOs, Handset Manufacturers, Retailers want to provide Mobile Wallets by offering value-add services to customers

9 Mobile Wallet – the Google Wallet Abbildungen: Google.com It is complex to set up, maintain, enrich and drive broad acceptance of mobile wallets!

10 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

11 Apple Pay - Passbook

12 The impact of Apple Pay The break-through will come with Apple Pay 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 The market for mobile payment will benefit in general

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14 What`s the strategy of retailers in US A Network of America`s favorite merchants

15 ISIS-Wallet - Credit Cards, Loyalty Cards, Coupons, Deals & Offers

16  ISIS-Wallet daily activations  68 NFC-Smartphones support the Wallet across three operators  Preloaded on 14 Smartphones  Over redeemed Coupons at Jamba Juice in Q Mai 2014 Isis hits 20,000 daily wallet activations – per day

17 Savings always with you ….

18

19 Mobile Wallet contains different Services Mobile Wallet Debit CARD EC Card (national Debit) Credit CARD Coupon Loyalty Retailer CARD (Payment, Coupon, Loyalty)  Digital Receipts  Refund Receipts  Productinformation  Interaction with Smart-Shelfs, Smart-Posters  …. New services will come up soon - challenges for standardisation

20 GS1 Germany GmbH POS Interaction – Increase of technologies and interfaces at the retailer´s POS NFC - reverse vending machine cash register - till NFC-Terminal NFC-Reader Photo Scanner QR Code Display Laser Scanner BLE Beacon Retailers are uncertain and not willing to make large investments at the POS!  1D / 2D Barcodes  Laserscanner  Photoscanner  Beacon / BLE  Bluetooth  RFID  NFC-Terminal  NFC-Reader separat  etc. Technologies / Interfaces camera NFC BLE QR Code IFR W-LAN SMS

21 GS1 Germany GmbH Confusion in today’s Digital Coupon Landscape 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? BrandsRetailers What do consumers expect? Which technologies and interfaces exist and which ones are relevant for us? What does that mean for my investment in digital infrastructure at the POS? Threat: other players such as Cashback Couponing providers Consumers Yes, I want coupons - but where can I redeem them and how? Which retailers support this coupon campaign? I do not want to download several coupon apps! Couponing has to be simple!

22 Couponing Landscape Stakeholders Coupon Distribution Media Agencies Creative Agencies Brand Owners MNOsConsumerRetailers Clearing- houses ValidationOthers?

23 GS1 Germany GmbH Mobile Couponing Landscape Mobile distribution channels Brands / coupon issuers Processes Retailers Clearing Houses Specialized Agencies Media Agency Lead Agency

24 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

25 GS1 Germany GmbH Areas of tension in Mobile Couponing Receive couponRedeem coupon present scan BLE Challenge: Redemption at POS Distribution: Not critical NFC

26 GS1 Germany GmbH Coupon distribution Efficient coupon distribution across several distribution channels is limited today! Coupon Issuer KitKat Brand App Consumer

27 GS1 Germany GmbH Mobile Advertising Campaign 1.0 No tracking possible – hoping for awareness! End of campaign! Ad Impressions clicks Visits CTR = 10% Consumer Measurement ??? banner placement

28 GS1 Germany GmbH The Challenge - how to redeem mobile coupons at the till  1D / 2D Barcodes  Laserscanner  Photoscanner  Beacon / BLE  Bluetooth  RFID  NFC-Terminal  NFC-Reader separat  etc. Technology – Smartphone cash register - till NFC-Terminal NFC-Reader Photo Scanner QR Code Display Laser Scanner BLE Beacon camera NFC BLE QR Code IFR W-LAN SMS 0,50€ 0,50€ günstiger! Frontend: POS / till :

29 GS1 Germany GmbH Mobile Advertising CXP solves the measurement issue CXP enables measurement along the whole coupon cycle! Konsument Banner placement clicks CTR = 10% clicks Measutrement = Redemption Rate, e.g. 1%  Performance Marketing! Till integration Coupon is activated redemptions at till Distribution: Coupons CXP Detailed reports Ad Impressions 0,50€ off ! Visits 0,50€ off !

30 GS1 Germany GmbH POS: Processing of digital coupons through the backend of the retailer Problem: lack of standards leads to incompatibility and less efficiency! Inter-Clearing Clearing Industry / Coupon-Issuer 4 Clearinghaus 1 1 Clearinghaus 2 2 Clearinghaus 3 3 today 3 1 We address this challenge in our working groups! 2

31 GS1 Germany GmbH Standardized communication between retailers and and coupon service providers Standardized communication communikation leads to compatibility and optimized efficiency Coupon issuer Clearinghaus 1 Clearinghaus 2 Clearinghaus 3 Standardized communication based on EPCIS Clearing Bilderquelle: Google TOMORROW ? Clearing

32 GS1 Germany GmbH GS1 standards and data architectures in the Coupon-Cycle GLNGTINGSRNGCNSGCN Global Location Number: A unique identifier that refers to a specific location. A location could be an organisation, warehouse, retailer, platform or role. Global Trade Item Number: A unique code, belonging to a specific organisaiton, that identifies a product at a packaging level. Global Service relationship Number: A unique code relating to a relationship with a specific consumer. For example identifying a unique consumer. 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) Serialised Global Coupon Number: This is a single, unique, instance of a GCN.

33 Mobile Payment - „NFC City Berlin“ | GS1 Germany GmbH | 33 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

34 Mobile Payment - „NFC City Berlin“ | GS1 Germany GmbH | 34 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.

35 Mobile Payment - „NFC City Berlin“ | GS1 Germany GmbH | 35 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. Goal of NFC City Berlin “NCF City Berlin“ delivers important insights about the interplay of the different parties and components: Customers 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. Customers Acceptance Usage Behavior Technique & processes Complexity and functionalities of wallet & cash systems Processes & interaction Ecosystem & partner models Development and testing of business models

36 Mobile Payment - „NFC City Berlin“ | GS1 Germany GmbH | 36 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

37 Contact GS1 Germany GmbH Ercan Kilic Head of Mobile Commerce GS1 Germany GmbH Maarweg Köln Tel: Mobile: Fax:


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