Mobile Payment and Marketing
Toon Coppens
Alcatel-Lucent Mobile Wallet Service
November 2010
Twitter: @me_toon
2 | Touchatag |April 2010 All Rights Reserved © Alcatel-Lucent 2010
Contactless ski pass mobile sticker and
mobile top-up Proximity retail loyalty
Person to Person money
transfer via mobile
Mobile phone sticker as Intelligent
student card for library and
presence
Person to business money
transfer via mobile
SMS ticketing for
boat ride
Courtesy of:
3 | Touchatag |April 2010 All Rights Reserved © Alcatel-Lucent 2010
Consumer appeal? Every card becomes a mobile application
Real time BalanceReal time Balance
Business expenseBusiness expense
Transaction historyTransaction history
P2P transactionsP2P transactionsPersonal couponsPersonal coupons
On the fly subscriptionOn the fly subscription
4 | Touchatag |April 2010 All Rights Reserved © Alcatel-Lucent 2010
Consumer appeal?
Most popular use cases:
‘Buy a movie ticket without needing to wait in line’: 89%
‘Account balance & transaction check in real time’: 86%
‘use a mobile phone to scan products inside shop for price comparison’: 89%
‘Location based coupons’ and ‘Profile based coupons’: 81% and 74%
How interested are you in replacing your current wallet with a Mobile Phone as a Wallet?
Extremely interested Very interestedNeither interested nor
uninterestedVery uninterested
Extremely uninterested
26% 54% 15% 3% 2%
“All EU citizens should be able to use their mobile phone as a mobile wallet by 2015”
EC VP for the digital agenda – Neelie Kroes, May 2010
5 | Touchatag |April 2010 All Rights Reserved © Alcatel-Lucent 2010
Technology? Mobile phone as Swiss knife of secure mobile applications
%
•web •access
•payment
•loyalty
•communication •couponing
•advertising
•transport
Near Field Communication technology
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Technical solution
Proximity payment, loyalty & marketin
g
Proximity payment, loyalty & marketin
g
Person to person money
transfer
Person to person money
transfer
Remote ticketingRemote ticketing
Online micro-
payment
Online micro-
payment
Transport
Parking
Vending
Gifting
Retail fidelity
Mobile Application
Contactless
SMS
USSD
WEB
Payment gateway
Mobile Wallet Service
Mobile Wallet Service
Portfolio of payment and marketing
applications
E-store
….
MNOMNO
7 | Touchatag |April 2010 All Rights Reserved © Alcatel-Lucent 2010
Merchant readiness?
Source: Retail Info Systems – March 2010Source: Retail Info Systems – March 2010
Source: Retail Info Systems – March 2010Source: Retail Info Systems – March 2010
Advertising & direct marketing
Advertising & direct marketing
Customer Communicatio
n
Customer Communicatio
n
SalesSales
Customer identification, Reporting &
Analytics
Customer identification, Reporting &
Analytics
8 | Touchatag |April 2010 All Rights Reserved © Alcatel-Lucent 2010
Use case: Sanoma
Who?European publisher active in 13 countries, market leader in Finland, Netherlands, Belgium..Flair Mobile: MVNO
GoalsSales and sales frequency increaseIdentify PoS consumer for further sales activation
Application
Loyalty for Flair Magazine: 4 + product plusPrepaid program for Humo Magazine: pay for 10 and get 12
Channels Contactless stickers, POS GPRS reader , website
Model Closed loop, not integrated into PoS, targeted, limited in time
Services website, SMS self registration, activation
9 | Touchatag |April 2010 All Rights Reserved © Alcatel-Lucent 2010
Mobile operators as financial service providers
Mobile Operators
Issuing credit cards Getting bank license / payment institution
license / e-money license
Voice Commerce and Alcatel-Lucent Mobile Wallet Service team up to accelerate adoption of mobile money
E-Money license
Mastercard/Visa acquiring license
Mastercard/Visa issuing license
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The StakeholdersConclusion: exciting times ahead!
Mobile Operators
(alone or together)
Mobile Operators + Banks
Banks
Internet & hardware players
11 | Touchatag |April 2010 All Rights Reserved © Alcatel-Lucent 2010
12 | Touchatag |April 2010 All Rights Reserved © Alcatel-Lucent 201012 | NAR Business Development | November 2009
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