1. Italian Mobile Operators Enabling Digital Coupons
GRUPPO TELECOM ITALIA
GS1 Global Standards Event
Rome. October, 7th 2014
Italian Mobile Operators Enabling Digital Coupons
Jacopo Corridoni
PM of “Mobile for Retail Project” Strategy & Innovation, Telecom Italia
Confidential

2. Summary Mobile Payment is a Reality in Italy
Mobile Payments and Mobile Wallets Fostering Retail Services
How Mobile Network Operators are Enabling Digital Coupons
A Real Life Use Case of an End to End Digital Coupon Lifecycle
Confidential

3. EASY TO SAY: M-Payment Means Paying Using Your Smartphone
What M-Payment is. Enabling customers to pay at physical stores using the credit/debit card “stored” in their phones.
The tech underneath. NFC is the proximity technology certified by banks, CC circuits and POS makers for its security
What Customers need to m-pay
An NFC-capable smartphone and a special NFC SIM provided by the telco operator
An NFC POS at the store
A credit card issued by customer’s bank that has been virtualized on the SIM’s secure element
A simple gesture
Easy, isn’t it?

4. Complexity of M-Payment could be behind the curtain
Moving a credit card on a smartphone theoretically implies:
Each Bank issuing the card needs an agreement and a technical integration with each Mobile Operator to manage the virtualized credit card lifecycle.
Each Bank and each MNO should adopt their own Trusted Service Management Platform (TSM) to manage the lifecycle
The certification process must be replicated every time a new issuer wants to “go mobile”
Bank 1
Bank 2 …
Bank n
SP-TSM
SP-TSM
SP-TSM
Not scalable &
Hyper fragmented
MNO -TSM
MNO -TSM
MNO -TSM
MNO 1
MNO 2 …
MNO n
Confidential

5. Italian Telco’s Cooperate to Boost M-Services
Italian MNO’s decided to cooperate in order to avoid fragmentation and make m-payment real.
They have chosen a hub approach to integration
Standard. The hub approach leverages on standards and reusability of interfaces
Scalable. Onboarding of new banks requires small effort in terms of engineering and testing
Multi-operator. Each operator can autonomously sign their own partnerships
The hub approach has proven its efficacy, since the onboarding of banks has become less and less time consuming.
Bank 1
Bank 2 …
Bank n
Scalable &
Standard
TSM-SP HUB
MNO 1
MNO 2 …
MNO n
Confidential

6. All Components for M-Payment Success are in Place in Italy
1. Consumer Interest
2. Devices
3. Acceptance Network
4. Integration of Players:
Mobile Operators
Banks
Credit cards
Hub and Technology Integrators 2
11 Millions NFC Smartphones
5 Millions SIM by end of 2015 3
200,000 NFC
POS in Italy 1
Acceptance network grown to 200,000 NFC POS in Italy
Most retail chains, including supermarkets, have massively deployed NFC POS
With the NFC chip on iPhone6 Apple recognizes it as the standard for transactions and this will help the acceptance network to continue growing
As of September 2014, Italy shows 11 Millions certified SIM based NFC smartphones and their number is increasing
Operators will distribute 800,000 NFC SIM by the end of 2014, stressing its effort in 2015, when it forecasts to ship 5M SIM
The other Italian operators are developing the same exponential roadmap of SIM distribution. 4
HUB Architecture
Confidential

7. M-Payment Has Gone Live in Italy during 1H2014
Telecom Italia – TIM Wallet
Mediolanum Credit Card (Live)
Cobranded card TIM SmartPAY (Oct.)
Cards by BNL, UBI, Intesa Sanpaolo (Oct.)
Vodafone – Vodafone Wallet
Smart Pass (Live)
Mediolanum Credit Card (Oct)
UBI Cards (Dec.)

8. The Mobile Wallet as the UI Metaphor
All Telecom Operators have adopted the metaphor of Mobile Wallet as the container for payment services, in order to provide a consistent user experience.
The message is easy to convey: “move the cards from your wallet to the m-wallet”
The M-Wallet is not simply a metaphor: it is a technical container
It can host 3rd party applications
It provides 3rd party applications access to secure storage on the SIM
It provides 3rd party applications access to NFC standard API’s

9. Mobile Wallet as Service Container
RETAIL
Mobile Wallet as Service Container
Coupons
Loyalty
“Emptying the wallet to go mobile”, means that the m-wallet is designed to become a real container of services.
In the Retail Market it means
Coupons and Retailer Offerings
Digital Coupons are directly available in the wallet
Their redemption at stores is just one tap away
User experience is similar to payment experience
Loyalty Cards
We move loyalty cards to the phone.
Never leave the card home
Build an always on communication channel with the customer
Tickets
Digital ID

10. Importance of Mobile for Retail Business
Prediction #5:
“$2.5B in online shopping will be performed by mobile digital assistants”
Prediction #6:
“US mobile engagement behavior will drive mobile commerce to 50% of US digital commerce revenue”
Prediction #10:
“by 2018 retail businesses will utilize targeted messaging & internal positioning”
(Gartner Symposium - Oct, 6)
Confidential

11. Couponing
Coupons are mainly printed on physical supports, distributed through traditional channels and redeemed at the stores belonging to the acceptance network.
Players
Brands (ex. Kraft, Nestlé, Ferrero): create the offer to promote their products
Clearinghouses (ex. Valassis): publish the coupon, collect the redeemed coupons from the retail stores and refund them
Retail Stores (ex. Auchan): accept coupons and apply the nominal discount
Digitalization brings advantages
Consumers never lose their preferred coupons and have them in their m-wallet
Retailers demultiply the effort required by managing collection and delivery of coupons and get refunded far earlier
Brands acquire knowledge about behaviors of coupon users. The coupon can become profiled
Clearinghouses simplify their operations and develop a data warehouse service for the brands
Confidential

12. Digital Coupons: The Advantages of Mobile Distribution
Coupons go digital and the smartphone becomes the mobile always-on distribution channel
Coupons simply pop-up in the application hosted in the wallet, or the customers can grab them using QR and barcodes.
Coupons never get lost or forgotten at home
Frauds decrease because coupons are secured and not replicable and personal
Coupons not only reach a specific retailer’s customer base but also prospect clients.
Geolocalization helps retailers to drive customers to their stores

13. Digital Coupons: The Advantages of NFC Redemption
Coupon redemption is easy at the teller: just one tap at the POS
No big infrastructural change, since we use the same NFC POS that most large retail chains have already in place
Check out time does not increase
Using NFC we bypass physical problems like barcode readers not reading smartphone displays
User experience of coupon redemption becomes identical to payment experience. The customer will only use his phone
Redemption will have no fraud issues since the coupon will be encrypted and associated to user.

14. Digital Loyalty Cards: The Advantages
Loyalty cards go mobile by exploiting the features that mobile operator offer to app developers: Security and standard NFC Interfaces
The m-wallet adds visibility to retailer’s loyalty app, because customers get used to access the wallet
Digital Loyalty Cards become secure since they use security features provided by the m-wallet
Easy to use at the cashier
It becomes the channel to communicate with customer
Combining Digital Identity, MNO’s and Retailers can create a trust mechanism to ease customers’ subscrition to loyalty programs.

15. The Building Blocks for Mobile Digital Coupons
Coupon Issuers
(Brands, Retail Store)
Coupon Issuers
(Brands, Retail Store)
Coupon Validator
Coupon Issuers
(Brands, Retail Store)
Coupon Issuers
(Brands, Retail Store)
Coupon Distributor
& Aggregator
Retail backend
system
We need a standard format for coupons
MNO’s Tech Platform
(HUB)
Standard
NFC I/F
Mobile customer

16. The Italian Mobile Operators’ Contribution to Couponing
The Italian MNOs decided to cooperate with GSMA in order to deliver a common technical solution and user experience for the national retail scenario.
The joint work is aimed at providing standard building blocks that each player can exploit for their commercial purposes. The building blocks are:
NFC standard applet on the phone that hosts coupon id’s
NFC standard app on the POS that receives coupon id’s
An optional disintermediation hub enabling apps on the phone to dialogue with couponing backend servers
Telecom Italia has proposed a standard for the NFC interface between the smatphone and the POS used to convey the coupon and loyalty card codes
First implementation have been agreed to start 4th Quarter 2014
As of October 2014, the interface between phone and POS has been proposed and implemented in the trials that will be described later

17. The MNO’s Role
MNO’s simply propose themselves as a technological enabler for the digital couponing ecosystem, by:
Defining how every smartphone transmits the coupon or the loyalty id to the POS
Providing certification for devices and SIM that ensure adequate security level
Commercially, the large amount of customers using operators’ wallets will enable a privileged display channel for coupon providers.
Operators’ goal is not gathering usage profile information, which must remain the business of retailers.

18. Real Life Trial
Telecom Italia has launched a real life trial in order to proof all the aspects of the ecosystem.
Technical Aspects
Usability
User Feedback

19. TIM Mobile Couponing Service
In June 2014 TIM has started a real life trial of mobile couponing: “Gli sconti di TIM” (TIM Discounts)
The trial is active in all Bennet stores in Lombardy and Turin and has been opened to internal trialists
The TIM Wallet includes the new couponing app that receives digital discount coupons issued by Valassis
TIM customer can redeem the coupons when checking out at Bennet supermarkets by simply tapping on their NFC POS
The system has been developed in partnership with major Cashier System Provider NCR
The solution can be rapidly deployed at other retail stores.
Confidential

20. The Valassis Trial mapped onto the General Architecture
Coupon Issuers
(Brands, Retail Store)
Coupon Issuers
(Brands, Retail Store)
Coupon Validator
Coupon Issuers
(Brands, Retail Store)
Brands (Nestlè, Kraft, Ferrero,…)
Coupon Distributor
& Aggregator
Retail backend
system
MNO’s Tech Platform
(HUB)
Standard
NFC I/F
Mobile customer

21. The new user experience for m-couponing
Redeem the coupons directly at the cashier by tapping on the NFC POS
Select the Coupons directly on the Wallet
Find the nearest Store
Confidential

22. All Italian Operators are Performing Trials
All Italian Operators have agreed on
same technical approach
Same user experience
They have started testing the digital coupon solution with different players as shown below.
Coupon Distributor
Mobile Operator
Retail System Integrator
Retail Store
Confidential

23. What’s Next
Telecom Italia has successfully tested its NFC application with both NCR and Konvergence powered till systems.
In 4Q2014 Telecom Italia will broaden its trials to other retailers than Bennet.
Before 1H2015 Italian MNO’s plan to launch the commercial solution within their mobile wallets.
Confidential