– Streng vertraulich, Vertraulich, Intern – Autor / Thema der Präsentation
THE FUTURE OF SHOPPING
INDOOR ANALYTICS AND MOBILE PAYMENT
Cem Ergün-Müller (Head of Communications, Telekom Innovation Laboratories)
March 2014
T-LABS
LOCATIONS T-LABS
SILICON PLATZ, SILICON WADI, SILICON VALLEY
3
Mountain View
Berlin 1
Berlin 2
Bonn
Tel Aviv
Darmstadt
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THE DIGITAL ADVANTAGE FOR STATIONARY RETAIL
INDOOR ANALYTICS GIVES BRICK-AND-MORTAR
STORES THE DIGITAL ADVANTAGES ENJOYED BY
ONLINE RETAILERS
DRIVE PROFITS BY GAINING INSIGHTS ABOUT
YOUR CUSTOMERS, CONTROLLING SHOPPER
CONVERSION, AND DISCOVERING BEST
MARKETING PRACTICES
WHAT IS INDOOR ANALYTICS?
INDOOR ANALYTICS
CUSTOMERS
Modern stationary retail companies with
mid-sized to large stores
a strong focus on the customer
openness to new technologies
RETAIL CHAINS
Commercial real estate companies and large venues who
want to deliver
supreme services to their tenants
best experience to their visitors
LARGE VENUES
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INDOOR LOCATION MARKET OVERVIEW
A SKYROCKETING SECTOR
WORLDWIDE INDOOR LOCATION REVENUES ($ mn.)*
79% 11% 10% 8% 71% 21% ADVERTISING
INDOOR ANALYTICS NAVIGATION & POSITIONING,
MAPPING
*ABI Research, “Indoor Location Technology,” 2012
Location-based advertising and analytics solutions give brick and mortar stores a way to compete with online retailers
With a market volume of $106 million in 2013, this market will grow up to $6 billion by 2017
By 2017, the in-store analytics segment will grow to 21% of the overall indoor location market
2012
INDOOR ANALYTICS
TECHNOLOGY
CUSTOMER OPT-IN
on existing local WiFi
infrastructure
on a secure local server
in a single dashboard for
all your stores
Every minute a WiFi enabled smartphone sends out its MAC-address, a unique device ID
via app (e.g. for guest
WiFi access)
DATA COLLECTION &
ANONYMIZATION
DATA AGGREGATION
& STORAGE
DATA ANALYSIS &
VISUALIZATION
WiFi access points with Indoor Analytics software collect this data from opted-in phones and anonymize it (hash+salt process)
The anonymous data about customer movements in-store is saved on a local server – no sharing of your shopper data!
The analytics system pulls the data from all your stores, calculates KPIs and displays them in an interactive web dashboard
MOBILE PAYMENT
DIE BRIEFTASCHE DER ZUKUNFT –
Online QR codes
SD card
Embedded SE UICC Cloud
Coupons Loyalty Transport Tickets Access/ID Payment
Open framework &
APIs for various
services & ...
... various partner
integrations
Open to transaction technologies
Open to security means
WALLET VISION – TECHNOLOGY-NEUTRAL AND OPEN
USER-CENTRIC WALLET AS A PARADIGM
coupon aggregators banks marketing agencies retail chains restaurant chains event agencies transport companies Wallet Operator Crypto 1001 0110 NFC BT Low Energy
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MORE THAN PAYMENT
THE FOCUS OF A DIGITAL WALLET IS SHIFTING…
Payment … still can be improved through digital wallets, aggregating various cards and coupons in the transaction,
advanced receipting and improving general transparency and ease of use.
Ticketing … can save money for operators of many services, but also offers many options to improve user experience.
Couponing – Wallets can remove numerous hurdles in acceptance (pick up coupons via NFC, QR/ Barcode or from
web pages) – and digital coupons don’t take up space!
Identity/Loyalty – Proving identity and logging into services is the main hook for integration of online services – and it
is identical to todays’ loyalty cards.
Convergence between physical and online world will allow for exponential growth of options and opportunities,
ADVANCED MOBILE WALLET PAYMENT SCENARIO
T-LABS HAVE BEEN AMONG THE FIRST TO COMBINE
PAYMENT, COUPONING AND LOYALTY
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User starts the Mobile Wallet App on mobile phone.
Enters the PIN for login.
User presses the button “Payment” on the home screen of MW and pre-selects a payment card, a loyalty card and some coupons which the user wants to use for the next transaction.
The selected cards/coupons will be highlighted on the Mobile Wallet home screen.
User presses the button “Send” to confirm the section of the
cards/coupons and taps the NFC reader to start the NFC transaction. All pre-selected cards/coupons in MW
will be transmitted to the cash register via NFC.
The prize at POS will be reduced due to the redemption of the coupons. The user receives the information
about the reduced prize and the used cards/ coupons at POS and in MW.
User accepts the prize and taps the NFC reader again to confirm the transaction. Payment process executed by POS. POS sends new loyalty stickers, parking
voucher and transaction data to MW via NFC.
User receives the e-receipt, the new loyalty stickers or a new coupon (after having 6 stickers) and parking voucher in MW. The used coupons will be stamped as
“redeemed” in MW.
MOBILE PAYMENT AT POS
LANDSCAPE AT POS TODAY
Payment and Value Added Services are managed independently from each other
Different technology involved
Electronic Cash
Register (ECR)
Media
Product / Service
Payment Terminal
Reader / Scanner
Loyalty,
Coupons:
Electronic
Payment:
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