GS1 Mobile Com Lunch & Learn

© 2008 GS1 2 Overview 1.What is GS1 Mobile Com about? 2.How are users responding to the challenge of mobile? 3.What GS1 standards are needed?

© 2008 GS1 3 A typical consumer Is this product safe? Will this product be what I expect? Am I paying the right price? This product contains no allergens This is what the product will be like Theres a reduction available Trust Value Trial

© 2008 GS1 4 Purchase decisions / shopper dialogue

© 2008 GS1 5 Mobile phones in context

© 2008 GS1 6 Mobile phone functionality

© 2008 GS1 7 Mobile Commerce is already happening April 2, 2008: Amazon.com Launches ''Amazon TextBuyIt,'' Making It Fast and Easy for Customers to Shop and Buy on Amazon.com Using Text Messages

© 2008 GS1 8 GS1 Mobile Com Workgroup Retailers Ahold Carrefour Kao Markant Maxima Metro Migros Rewe Tesco Walmart Wegmans Manufacturers 3M Ajinomoto Hudora J&J Consumer Kraft Loréal Merck Nestlé P&G Pfizer Smiths Medical Smuckers Unilever Mobile Industry Ericsson Motorola Nokia Orange Labs Proximus T-Mobile GSMA MMA

© 2008 GS1 9 GS1 Mobile Com Workgroup GS1 Member Organisations GS1 Albania GS1 Australia GS1 Austria GS1 China GS1 Colombia GS1 Croatia GS1 Czech Republic GS1 Finland GS1 France GS1 Germany GS1 Hong Kong GS1 Hungary GS1 India GS1 Iran GS1 Italy GS1 Japan GS1 Korea GS1 Netherlands GS1 New Zealand GS1 Poland GS1 Russia GS1 Serbia GS1 Slovenia GS1 Spain GS1 Sweden GS1 Switzerland GS1 Taiwan GS1 Tunisia GS1 UK GS1 US GS1 Uzbekistan

© 2008 GS1 10 Achievements Kick-off June 2007 Physical Meeting Tokyo November 2007 White Paper Publication February

© 2008 GS1 11 B2C applications and the purchase cycle

© 2008 GS key business applications Extended Packaging Digital Content Purchase & Delivery Mobile Coupons Authentication Re-ordering (Mobile EDI) Mobile Self-scanning

© 2008 GS1 13 Generic scenario GS1 ID Keys GS1 BarCodes + EPC tags GEPIR GDSN ONS GDSN EPCIS GS1 XML messaging

© 2008 GS1 14 Evolution of proprietary tools and lack of standards make it more complex and costly RFID Tag IDENTIFICATIONIDENTIFICATION MOBILEDEVICESMOBILEDEVICES SERVICES&CONTENTSERVICES&CONTENT Mobile Portals Company Portals & Services Agencies & Providers NETWORKPROVIDERSNETWORKPROVIDERS

© 2008 GS1 15 Whats happening now? Focus on Extended Packaging Details business requirements gathering Outreach to mobile industry Awareness-raising

Q&A

Contact Details Joe Horwood GS1 Global Office E T W

© 2008 GS1 18 Mobile Com - Recommendations 1. Use GS1 keys to identify objects 2. Encode GS1 keys in bar codes and RFID tags 3. Use existing bar codes on products as an entry point for product information 4. Mobile phones should be able to read GS1 standard 1D and 2D bar codes out of the box 5. Mobile phones should be able to read Electric Product Code RFID tags on products 6. When building systems to support mobile technologies, companies should use existing infrastructure to link to product information and added value services. 7. Focus on six business applications presented in this white paper 8. Ensure that consumers receive clear information 9. Ensure that legal aspects are well-researched

© 2008 GS1 19 Extended packaging

© 2008 GS1 20 Mobile Couponing

© 2008 GS1 21 Shopper dialogue Consumer Mobile Device Product Business Is this product genuine? Does this product contain allergens? How do I use this product? I have a coupon to redeem Consumer Benefits Increased trust in products Closer relationships with brands and brand owners Business Benefits Targeted messages with high-response rates Real-time analysis of campaigns Yes, this is a genuine product This product contains the following allergens… Here are instructions to use the product Here's a coupon If you liked product x, you may like product y

© 2008 GS1 22 What if…. … a mobile phone could read a bar code? nutritional information allergen information electronic coupons authenticity instructions

© 2008 GS1 23 From zero to 3 billion in 25 years Design Weekly front page