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© 2014 GS1
How Mobile Operators are enabling digital coupons
2
Paul CrutchleyStrategic Engagement Director - GSMA
© 2014 GS1
111 national organisations…
…150 countries served
Close to 2,000,000 member companies
Not for profit, member controlled, for more than 40 years
25 different industries
2,000 staff
GS1 & GSMA. A great match
© 2014 GS1
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Merchants, town centres and shopping malls have been finding the best way to target customers for years. Yet mobile is an expanding communications channel and we have to consider it carefully.
High Street/ Shopping
Centre5000
people
Purchase
200people
Affinity
100people
Increase footfall Combine eyes with feet Build affinity over time
Know Your Customer
Store
500people
Increase withstrategic engagement
Retail is more than just a transaction
© 2014 GS1
We need to consider the ecosystem, the PoS processes and the customer journey if we are to make good decisions with regards to the creation, distribution and redemption of couponing and loyalty.
Purchase + Couponing /
Loyalty
Time Sensitive
Set up and Communicat
e
Discovery and
Acquisition
Presentment
Reporting and
Settlement
Validation and
Redemption
Within the process
At PoS On the mobile
Consideration of interoperability and collaboration
© 2014 GS1
• Substantial research in what retailers and their ecosystem want• Mobile Commerce in Retail whitepaper, Loyalty & Couponing
whitepaper, iBeacon / BLE overview, Market Research conducted• Published open Technical Architecture & API proposal for
couponing and loyalty using NFC (2tap)• Market engagements with retail ecosystems and ‘in market’
collaborating mobile operators in Asia, and several in Europe.• Built on a sound and solid framework of proposition, business and
technical strategy.
2013 / 2014 progress of the retail work
© 2014 GS1
Global reach Promoting innovation, interoperability, collaboration & standardisation
China is seeing all 3 operators and regional
operators commit towards retail
implementations in 2014 / 15
In the US Softcard launched couponing and
loyalty services cross mobile operators, 80
handsets available and 30M sales in 2014 (5M
app downloads)
Canada’s Enstream have a collaborative project supporting payment as well as
couponing and loyalty
Norway’s mobile operators are now
planning for a 2015 launch of couponing and
loyalty
Italy has collaboration
between all mobile operators (as we see here today)
Germany’s mobile operators are
collaborating on interoperability for mobile couponing
and loyalty
Orange in France have launched b2b
retail services with a collaborative plan across the country
GSMA’s target markets: collaboration & interoperability
© 2014 GS1
GSMA• Mobile commerce in Retail• Mobile Loyalty & Couponing• Tech Specification Coupon
and loyalty• A well engaged and
researched retail ecosystem• A desire from the mobile
industry to bring couponing to life
GS1 Digital Coupon specification Technical Specifications Event Database Standards The Business Vocabulary
associated with events in the event database
An Open Source version of the event database (EPCIS)
Joint GSMA / GS1 project – Provide recommendations for enabling the mass
distribution and acceptance of digital coupons Give guidance to the ecosystem, brand and
merchant
This joint opportunity was not to be missed.
© 2014 GS1
Today
X Retailers/Brand & X Operators
1 Retailer/Brand & 1 Operator
Collaborative
futureX Retailers/Brand & X Operators
Potential fragmented
future
At risk of ‘hyper fragmentation’ in mobile apps
© 2014 GS1
Merchant closed loop couponing solution
Merchant open loop couponing solution
Brand closed loop
couponing solution
Brands open loop
couponing solution
Multiple Merchants
closed loop couponing solution
Merchants open loop couponing solution
Merge Merchants & Brands open
loop couponing solution
Brand open loop
couponing solution
Multiple Brands closed
loop couponing solution
Single to Mass Market
© 2014 GS1
Can create a coupon
Understand
ecosystem
Transfer mechanis
ms (NFC/BLE
etc)
Technical capabilities (applets
etc)
Open coupon format
Assumptions
Understand retailer distributio
n to settlemen
t ecosyste
m
Determine
customer journey
Discuss and
determine ideal
digital mass
distribution process
Identify new areas
within ecosyste
m
Objectives:
Create and agree
a common way of
thinking
Prior to discussing Acceptance and Distribution
© 2014 GS1
SETTLEMENT
OFFER ISSUER
COUPON DATA
POOLS
OFFER/ COUPON
DISTRIBUTORS
CONSUMER MOBILE
RETAIL ECOMMERCE &/ STORE
POS
OFFER VALIDATOR
COUPON EVENT
REPOSITORY
CAMPAIGN MGT &
REPORTING
Key:DistributionAcceptanceRedemption
Next - Making couponing and loyalty mass market
© 2014 GS1
Offer Issuer
Campaign Manager / Agency
Data Pool Event Repository
Distributor
Validator Store
Consumer
Settlement
GTIN
GLN Merchant
GLN Event
Creative
Parameters
GLN Settlement
GLN Distributor
GLN Validator
GTIN
GLN
GCN
Parameters
SGCN
GLN Merchant
GLN Settlement
GLN Distributor
GLN Validator
GCN
GSRN
SGCN (burn)
SGCN
GCN
SGCN
GTIN
GLN Merchant
GLN Event
Parameters
GLN Merchant
GCN (range 1)
GCN (range 2)
GSRN
Creative
SGCN (burn)
SGCN
Parameters
GLN Merchant
GSRN
Creative
SGCN (burn)
SGCN
Data modelling exercise as part of the development
© 2014 GS1
The following need to be added:• Coupon Data Pool for the issuance of campaign
coupons• Coupon Event Repository as the single truth for
campaign redemptions• Campaign management platform to interface to
the Coupon Data pool, Coupon Event Repository, distributors and settlement
• Possibly a marketplace of offers working with distributors
We believe these additions create new opportunities for the ecosystem• Ecosystem players may fulfil one or all of these
new functions• A market may have a single Coupon Data pool
and Coupon Event Repository, or many
Coupon Datapo
ol
Coupon Event
Repository
Campaign Managemen
t
Marketplace
What’s next - What Needs To Be Built
© 2014 GS1
• Wide distribution of coupons through multiple and NEW channels
• Targeting and controlled distribution• Distribute coupons across multiple retailers• Unique codes reducing fraud and identifying
consumers that engage• Fast and easy consumer experience• Live view of campaign effectiveness from
distribution through to redemption• Fast settlement
This process with mobile can deliver these benefits
© 2014 GS1
• Complete review sessions with retailers and brands
• Compile whitepaper together, expected publication November
• Technical evaluation and API identification• For GSMA – further assessment for Mobile
Operator role• Engagement with mobile operators in
implementing markets
Our Next Steps
© 2014 GS1
“Engage with the digital commerce ecosystem to stimulate the development and on-boarding of
service applications”
• Define the core functionality and technology to enable couponing and loyalty
• Determine a solution for mass distribution and acceptance of couponing
• Develop consistent case studies for interoperability in the ‘in-store shopper journey’
• Support go-to-market activities between mobile operators & merchant ecosystems in selected markets
GSMA’s digital commerce retail project 2014/15