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Seamlessly Fusing Mobile w/ Retail
Humphrey Chen Executive Director- New Technologies Development Verizon Wireless Marketing June 29, 2011
• Latest mobile trends + 4G/LTE 101 primer • Store of the future vision • Fully vision-eered example • Some New Technologies to look forward to
Agenda
3
Mobile OS rapidly landscape is rapidly evolving
Oct. ‘09 March ‘10 August ‘10 Dec. ‘10
Apple iPhone
Android
RIM
27%
Mobile Operating System Share U.S. Q4 ’09 –Q4 ‘10
39%
35% 36% 37%
36% 35% 34% 32% 31%
29%
27% 26% 27%
26% 27%
29% 27% 27% 28% 29% 28% 27% 28%
28% 28% 29% 28%
2% 4%
7% 8% 8% 10%
12% 13%
15% 16%
19% 22% 23% 26%
27%
Android has taken the lead
4
Mobile devices now have PC processing power 8X increase in processing power over the past 4 years
Placeholder for footnote/references
2005 2009 2011 2012 2007 2010
300MHz
500MHz
1GHz
2GHz
4GHz
4Mb 250 MHz
16Mb 225 MHz
256Mb 550 MHz
512Mb 1 GHz
512Mb Dual 1 GHz Processor
BlackBerry 7250 BlackBerry 8830
Motorola Droid
Motorola Droid X2
Samsung Fascinate
5
4G-LTE delivers a 10X performance improvement
Placeholder for footnote/references
1995 2004 2007 2010 2000
500k
1Meg
10Meg
20Meg
30Meg
1XRT
EVDO
EVDO REV A
LTE
114k 2G
3G
3G
4G
1Meg
2Megs
25Megs
Confidential and proprietary material for authorized Verizon personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Influencing and Shaping the 4G Future
When the 2G/2.5G world started we only spoke on our devices - then we texted, and did simple emailing…."
2G Now in the 3G world social and cloud based services abound, such as tweeting/face booking. The line between communication /mobile entertainment have begun to blur….."
3G 4G The future is there to be shaped and imagined….the sky is the limit…be your own broadcaster….individually targeted ads…and beyond…????"
4G
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Confidential and proprietary material for authorized Verizon personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
7
4G Performance Drivers
Any App, Any Device, Any Where – Connected Anyway
~2-5Mbps
0
2
4
6
~5-12Mbps
0
6 10
14
Throughput
EV-DOrA LTE
30-40 ms
Latency
50-70 ms
Confidential and proprietary material for authorized Verizon personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
8
Comparison of Spectrum usage in US
Each frequency has a different rate of energy decay, with higher frequencies decaying faster
Equal Broadcast
Power
Relative distance 2.9x
CDMA 800 MHz
1
WiMax 2500 MHz
1.3x
CDMA & WCDMA 1900 MHz
3.5x
LTE 700 MHz
700 MHz Delivers Superior Building Penetration 8
Confidential and proprietary material for authorized Verizon personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
9
4G License Map Comparison
Nearest Competitor 700 MHz Verizon Wireless 700 MHz
9
Confidential and proprietary material for authorized Verizon personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
10
4G – LTE Strategy • facilitating proactive 4g related investment • 5 VC’s, Alcatel Lucent and Ericsson, http://4gvf.com • representing $1.3B in available monies
• going from 98% to 500% • driving long tail device support • shorter cycle times for cert. • adjusting business models
• 1st in new 4g device categories • direct support in making it happen • Waltham, MA, -debuts this Summer • App Innov Ctr – coming soon
4G
Innovation Center
Open Development
VDC JIL/WAC
4GVF
Confidential and proprietary material for authorized Verizon personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Strategic identification, assessment and funding of high potential start-ups focused on wireless applications, services and infrastructure
11
4G Venture Forum (4GVF) A membership of select VC firms, partners and Verizon Wireless
+ Iden:fy and share investment opportuni:es
• Par:cipa:ng firms have $1.3 billion available in aggregate to fund investments generated by the 4GVF
+ Support the development and growth of individual solu:ons
+ Assist in facilita:on of adjacent partnerships and mergers
+ Equip members with deeper understanding of VZW strategic needs
+ Enables VZW and members to have first-‐mover advantage
+ Quarterly review mee:ngs
• Iden:fy industry trends and opportuni:es • Highlight exis:ng porQolio companies and prospects
• Collaborate as peers / partners
+ Viewed as an influen:al group with common interests which new technology start-‐ups will seek out to pitch differen:ated concepts
Verizon
Hunter Scenario:
Verizon Verizon Verizon
Jennifer needs a Prom Dress so she opens up the Store’s app and searches for ”Strapless Prom Dress" on her Verizon 4G Mobile Hand Set.
App gives her the option of picking up from different locations in her area that have it in stock. Jen "Reserves" dress at the location most convenient for her.
Finds one she likes, hits "Reserve” And she can pick it up at her convenience. VZ Nav
Associate gets text: Jen is on her way ETA of 40 Minutes.
“Take Me There” w/Indoor CRM Radar Blank Slate
VZ Nav app integrated into the Store’s app offers to:
“Take Me There”
Bridging mobile intention with informed in-person presence
Verizon Verizon Verizon
Hunter Scenario: When Jen enters the mall GPS directions granulate into greater detail to show mall map and footpath to the store.
The footpath updates to guide Jen to the Prom dress section but also offers an augmented reality like view of cross-sell items nearby on the map that will compliment her outfit and "Complete the look", that she can "View" or "Add to cart" in real-time on her way to the dress section. She can circle back for these later.
Jen enters the store and GPS directions again granulate into greater detail to refresh the map and show the store’s floor plan - This time Jen looses Cell reception but is still covered because the store is equipped by Verizon Femto Technology.
N
With Femto Interference
Indoor GPS (proposed) Up-sell/Cross-sell layers (proposed)
N
Improved indoor wireless signal strength -> Mobile/WiFi
Verizon
Store Associate Scenario:
Verizon Verizon
Meanwhile, the Sales Associate receives a text or push notification that Jen is close, This notification had Jennifer's name and picture pulled from her Facebook account.
During the checkout process Jen gets a coupon pushed to her for 10% off the shoes she dynamically added to her cart. The associate shows Jen to the shoes. Jen likes them and wants to add them to her purchase. The associate uses her mobile POS tablet to adjust her purchase on the spot.
The associate gives her VIP treatment by greeting her by name and offering her a beverage/snack as well as helping her find the dress, provide a fitting room, and ringing her up with a Mobile POS tablet.
As an up-sell the associate pushes a coupon for make up to Jen’s Mobile. Jen heads over to the make-up counter where a beauty consultant helps her find the right makeup to go with her prom outfit by taking a pic of her on a tablet and virtually applying looks to her picture.
Ass
ocia
tes
Mob
ile H
ands
et
Jen’
s M
obile
Han
dset
(Hunter Continued)
Fem
to
Rou
ter
Indoor CRM Radar (in-progress) “Blank Slate”-Enterprise PCI tablet
(In-progress)
New proactive & informed in-person customer svc
Verizon
Earn Double Rewards Points! when you use all your social media channels to share your shopping experience
X2 Verizon
Store Associate Scenario:
Jen buys the makeup kit and again the purchase can simply be made right there.
Jen has gathered everything she needs in a short period of time and leaves happy. In the mall outside the store, Jen receives a push notification to share her experience through social media channels such as Facebook and Twitter (all tied in to the Store's app). Jen "Likes" the experience and Tweets – ”Just got the cutest prom dress and coolest makeup at “Your Store””. In doing so Jen earns loyalty points to put toward her next purchase!
Dual Persona phones allow for separation of work and personal.
=
BYOD
Rewarding solid social behavior
Verizon
Gatherer Scenario:
Verizon Verizon Verizon
Karen is wandering around the mall and gets a group coupon pushed to her as she walks into the store’s Geo-Fence. She needs a prom dress so she decides to take advantage of the deal
Your store’s app opens up, Karen navigates to the Prom Dress shop, notices there is a Spend Smart Coupon available and taps through to browse.
In addition to Group-Buy offers, the V-Cast app store can give your store’s app an uplift in downloads. Customers can also use the SpendSmart website to find your app.
Browsing the collection on her Mobile she finds a dress she likes.
Groupon / Living Social / VZ Spendsmart
Verizon
Gatherer Scenario:
Verizon Verizon
Karen arrives in the department and finds the dress but they don't have it in her size so she scans the tag with her phone's camera and the store's app finds the exact style and opens a product detail page.
Karen checks inventory in her size to find they have it in stock in a near-by store, puts a deposit on it to reserve the dress and designates a pick up time through the mobile app. Once Karen is within range of the Geo-Fence, an associate is notified and gets the dress ready for her.
App offers a detail view to check inventory in all nearby locations. Karen can pay using Payfone.
Karen’s Mom is traveling and loves to shop too. While waiting for her flight she can shop / reserve stuff and seamlessly save it into her mobile shopping cart and queue it up to try on when she gets back home
Veriz
on
Femto and LTE make instant rich media a reality. Payfone integration (proposed)
Your store LTE “Window Shop” Airport Kiosks
QR/NFC triggered videos to improve sales conversion
Gatherer Scenario: Inside the store Karen sees the virtual mannequin digital signage display and it peaks her curiosity so she decides to use it to browse other dresses in the collection.
Karen pays for the dress she reserved and shops for accessories.
Using the Virtual Mannequin DS Karen finds a dress that would be perfect for her friend Adriana. From the DS she sends Adriana a Facebook post with a picture of the dress, all it's fit info, and a link to the dress on-line.
Verizon
Extending “window shopping” socially
Verizon Verizon
Analytic Sharing Over Devices: Person surfing the store’s website can push search history to the cloud with “AccessIDtm” button on store’s website.
Verizon
Customer gets a text message that asks them to “Opt in”. They are also presented with a coupon as an incentive to agree to use their info for analytics.
The history and other relevant information is sent to the AccessID cloud. Where it will be available in the AccessID app and to store associates.
The store’s associate can look at a detailed view of your information including search history, home departure and store arrival times, as well as items searched, giving the associate the ability to provide a concierge level of service to the customer.
Geo-Fencing Detects the
customers arrival. The associate is notified that you are on your way and is given information such as your phone #, and store’s loyalty ID. Bridging PC/tablet browsing to in-person
Verizon will create a comprehensive suite of
services using the personal information stored in the phone to interact with the
environment
Identify the most valuable use cases and Partners to feed into our NFC secure
element requirements
Payment ID
Loyalty cards Keys
Transportation ticket
What do we want Verizon Wireless phones to uniquely “unlock” and “gain access” to?
Launch fully orchestrated marketing campaign for max impact/value
Building out the Verizon ecosystem…
24
Q 20XX QX 20XX QX 20XX Q 20XX QX 201X QX 201X Strategy and
Planning Complete strategy,
use cases, Partners &
business case
B2C Integrate X mobile apps
Pre-load/feature freemium version comprised of VZB’s UIS app and a few leading start-ups
B2B Define and implement “key” reqmts and develop VZW NFC ecosystem
Integrate, Test, App create white Label framework Recruit NFC
ecosystem (start) Identify, recruit,
evangelize, pilot w/ relevant partners
Device arrives in our
devices
NFC secure element
requirements Lock down &
Share w/OEM’s
on-line feature
VZW NFC partners ready their infrastructure
Receive first VZW NFC test devices
Test, evaluate, trial, pilot w/ partners
VZW Universal
Identity Services
launch With partners,
TV, bill boards, In-store, on-line
new Integrated Biometric
Support (proposed)
Solves for ‘more
secure” and ‘more
convenient”
QX 201X
Feature lock down, testing & certification OEM feature lock & device certification
1
2
3 pre-load
converged app
Consumer Edition
Enterprise Edition
Enterprise Edition
This is what will make the NFC ecosystem build out different in the U.S. w/Verizon’s scale and reach backing it
The I.C.E.S. framework: to build out NFC ecosystem for non direct payments
Indoor CRM Radar
Today, Verizon Wireless knows very little about the customer who walks in the door.
Paying a bill?
Smart Phone User?
The Problem… [to assist w/internalizing better]
Indoor CRM Radar
As soon as customer enters store, customer service rep gets popup with basic customer information and can respond appropriately.
The Solution…
• Designed for the Enterprise • Integrated card swipe reader
• a SOLUTION designed to assist enterprises with “whatever they want” from tablets via apps
• a suite of tablets including a new VZ prescribed lower cost DEVICE option with or without credit card integrated mobile POS
• an enterprise tablet SERVICE
• NFC Capable
• Ties to brand customizable enterprise app store
WHAT IT IS
• Lower cost = Higher adoption rate
WHAT IT OFFERS $
• multi-OS support targeted via virtualization
reducing cost
Blank Slate Strategy: High Level Architecture
PAID
Blank Slate Strategy: Enterprise Tablet Service
• Designed for the Enterprise
• Integrated card swipe reader
• A SOLUTION designed to assist enterprises with “whatever they want” from tablets via apps
• A suite of tablets including a new VZ prescribed lower cost DEVICE option with or without credit card integrated mobile POS
• An enterprise tablet SERVICE
• NFC Capable
• Ties to brand customizable enterprise app store
WHAT IT IS
WHAT IT OFFERS
• multi-OS support targeted via virtualization
Mid-price point Eco-ruggedized
3g smartcase sleeve
~$400 ~$700
Hybrid-Win-Android MRC MB eApp store
$5.00 <250 no
$8.66 <250 yes
<$50 <5gigs yes
marketplace
Service on Demand: Jennifer needs help so she “Requests Assistance” from the store associates
Fem
to R
oute
r
Verizon
414141
Customer in need of assistance!
“I’m free, I’ll take care
of her!”
A free associate “Reserves” her on her tablet so other associates know not to duplicate efforts.
Jens location is shown on the associate tablet.
The associate can ring up Jen’s purchase quickly using the integrated card swipe on the Mobile POS Tablet.
Requests Assist integration w/Indoor CRM (proposed)
Mobile Wallet Service
Unified Customer View unifies mobile markeMng, wallet and permissions/policies
Enterprise Solutions
Open APIs
MOBILE PAYMENTS
PoS/Business
MOBILE LOYALTY
3rd Party Development Platform (workflows,
business rules)
Software-as-a-Service (SaaS) Model for Fast Time-to-Market and Low Cost Delivery
Interfaces • CRM, Customer Care • Back Office Systems • Closed Loop Locations
Branded Stored Value Accounts (SVAs) • Loyalty points • Coupons • Receipts • Ads/offers • Miles/minutes • Vouchers • On-site specials
Integrations • Marketing Content • Existing Loyalty Programs • CRM, Customer Care • Mobile Ads and LBS • Call Centers
“Pre-‐NFC Contactless” SMS
WEB Portal Mobile Applica:ons
Femtos Ac:ve RFID
Digital Signs NFC
Multiple Access
Technologies PARTNERS
32
Docked droid in the car Docked droid at home
Docked droid becomes desk phone
All Access Points of Droid Converged Device One device in multiple modes: Home, Mobile, GPS
33
Multiple Mobile Handset Compatibility Compact Appearance Clear User Interface Unified Visual Appearance Robust Hardware and Software Platform
Mobile UC Cradle
2. There's a communication back from NFC receiver to server delivering punch in.
34
1. VZW worker comes into store, holds phone up next to NFC reader
3. Info is compiled into data base
4. VZW Employee uses NFC reader to punch out as well.
Time Recording and Monitoring Service (In Progress)
Enterprise Resource Authentication Physical Entry Control
PC Authentication
Reduce IT password resets
Secure authentication
Employee Convenience
Password resets $25-$100 /employee
Simpler provisioning
Enterprise Identity Access (In Progress)
35
36
• NFC mobile device in conjunction with biometrics could be used as a form of offline authentication to reduce the online merchant fraud risk, by verifying a persons identity
Online Fraud Mitigation
Online Fraud Mitigation
Native integrated mobile support for Microsoft, Cisco, Google & Lotus UCC platforms across:
• E-Mail • IM • Portals • Web-Conferencing • Video • Office Voicemail • Office PBX’s
Verizon UC Mashup Enterprise email, voicemails, SMS’s, meetings & video in one place
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