Mobile Customer Information

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OPTIC 2007Online Public Transport Information Committee

Mobile Customer Information -Concepts, Examples, Strategy

Walter Adamson

Digital [email protected]

Melbourne,June 2007

Content – Part 1

Mobile phones – concepts and capabilities

What's the fuss about?

Why is it confusing?

Core Concepts, 1 - 5

Local Direct Interaction

Keep It Simple Stupid !

What is a phone?

● Mobile communication Do Communications over the Mobile network =

DoCoMo (Japan) ● Lifestyle Device ● Interactive experience

● Personalisation

Why the confusion?

● Technobabble 3G, 4G, WiMax, 2.5G, GPRS, Java, Ajax ● Industry is “features-driven”

Need to come back to core concepts relevant to information providers

Infotainment

Advertising

Business

Core Concept #1

A phone has three key assets:

1Voice

2

Messaging

3

WWW.mobi

NOW

Core Concept #2

The phone is more powerful than your PC: ● Intimate● Addictive ● Viral● Relevant● Presence

Core Concept #3

Think Integration + Community

Information ► Interaction ► Integration

Core Concept #4

Build on these 5 attributes:

IntimateAddictive

ViralRelevantPresence

Integration&

Community+

Loyalty, patronage, profit, policy gains

Core Concept #5

“Click” to action.

The phone interface with voice, messaging and web provides for powerful and unique interaction: Click to phone Click to alert

Click to message Click to pay

Click to browse Click to personalise

Local direct interaction

Transport Information:● advertising● brochures● physical stations / stops● on-board

Connecting directly

This ad connects:

✔ email ✔ website

✔ QR code

✔ discount barcode (ticket)

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Keep It Simple

If it becomes too complicated, people won't use it.The status quo:● Voice● SMS text● On Deck (applications, games, & standalone entities which run

in the phone, once you can get it in there)● Personalised "style" content (screensavers, ringtones)● Mobile email● MMS

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Content - Part 2

Examples – SMS, Browser, RFID

Futures

Business Strategy

Guidelines

Risk management

Appendices

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Current examples – SMS

Plusdial and HKL (Helsinki City Transport):

● First in the world (2001) to offer the opportunity to buy metro and tram tickets via SMS in Helsinki.

● Customer shows the SMS message to the driver or conductor.● Popular with people under 30 & approximately half of the users

in this age group are buying tickets by SMS on a weekly basis.● About 11,000,000 mobile tickets have been delivered

SMS ticket makes public transport services more flexible & faster.

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Current examples – SMS

Dublin Bus Timetable BUSTXT:● “Dublin Bus timetables in the palm of your hand”● Text BUS followed by the bus route number e.g.. BUS10 to

53503 and send● Receive a response containing times for the next 3 buses in

each direction● Text to pre-plan a journey e.g.. BUS10 1800 for the times of the

10 route from 1800 onwards● Plan tomorrow's journey e.g.. BUS10 0930 TOMORROW for

the times of the 10 route from 0930 onwards tomorrow.

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Current examples – Browser

London Docklands

Light Rail Real-Time information service: ● http://dlr.kizoom.co.uk/

● Five clicks PLUS how many on the phone – 3?● Is this a great user experience?

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O2 i-mode usersUK O2 i-mode users can use TfL's services:

● Press the i-mode button on your keypad ● On the i-mode homepage scroll down, & select 'Travel' ● Select Transport for London

and you're away!

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TfL:

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Current examples – RFID

The Mobile Guide for City Travelers KAMO (from the Finnish):● Mobile application for journey planning & stop-specific timetable information

● Passengers can also pay their fare via the application or follow their route stop by stop during the trip and select an alarm to wake them up before their stop on long trips

● Service based on Near Field Communication (NFC)

● Once loaded onto mobile phone, KAMO accessedusing the phone's menu

● Touching the RFID tag with a mobile phone opensthe application on the phone's display without the userhaving to access it separately via the menu

● Tags can be used for mobile travel ticket purchases or accessing stop-specific timetable information.

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Current examples – RFID

Journey directions from advertising poster (Japan):● Use camera-phone to

interpret barcode onstop advertisement

● Application on phone interrogates journey database● Phone displays public transport journey instructions

to nearest store.

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Futures

● Mobile voice search – Microsoft & Tellme, Google 411, V-Enable

● Text to Speech, integrated with applications● GPS and location-aware applications● Mapping, tracking, and personalisation

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Business strategy

● Information > Interaction > Integration● Step by step, taking into account technology

assets and ability of consumers to absorb● Segment into customer groupings● Value of technology for each segment?

(Value = Benefits – Cost)● Target applications and business case● Understand complete cost-chain (complex)

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Guidelines

● “Network-wide” basis● “Product” and industry-level thinking is needed● Coordinate technology and marketing efforts● Convenience is key

Aim for a more seamless and integrated experience

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Managing the risk

Use ABCD Planning:

- A is As Is

- B is Strategic Intent

- C is Constraints

- D is Design of prototypes

D is KEY!

Contact

Walter Adamson

[email protected]

m: 0403 345 632 Skype: walter

www.digitalinvestor.com.au

http://www.digitalinvestor.com.au/

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Appendices

● Mobile data - status● Mobile is a minefield● Development guidelines

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Mobile data - status

2006 was a banner year for mobile data:● Revenues from mobile data increased for all major carriers across

all major regions around the world with data contributing 10-30% to overall revenues

● In Q1 2007, US carriers recorded over $5B in data revenues with mobile data contributing to over 16% of the more than $32B in carrier service revenues

● Average Revenue Per User (ARPU) from data jumped 43% from last year.

● Driven initially by SMS messaging, the market embraced ringtones, graphics, music, and gaming, each creating multi-billion dollar markets.

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BUT - Mobile is a minefield

Top 3 things when connecting to mobile web:

1. email

2. news

3. travel information.

What frustrates?● Having to type URL's using a phone keypad

Eighty % of people who have downloaded a game never do it again – user experience.

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Mobile is a minefield

Common complaints – globally:● (J2ME): The variations in implementation are intolerable and

the multiple mutations under way in the JSR process are needless.

● Take a look at .NET Compact Framework. It is not perfect, but it is a model of sanity compared to Java on devices.

● Making sure our Java games boutique serves up the correct portfolio of games for the handset that is visiting at any particular moment. This has been a nightmare for us.

● Widgets, AJAX, Javascript, on top of MIDP.

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Development guidelines

Alternatives to Java have not taken off:● For smartphone development, stick with the native environment

for the platform: C# and .NET Compact Framework on Windows Mobile, C++ and Nokia's S60 and Symbian classes

● For anything other than a smartphone you are stuck with J2ME● FlashLite, and the Microsoft Presentation Layer will become

more important● System programming will be in C# and .NET on Microsoft

platforms, Java on RIM (they let third parties access a Java ME variant with RIM-native UI classes) and a couple other platforms, and everyone else struggles along with C and C++.