Barcode TicketingSelf-print and Mobile

Technology Warning!

Just because you can do something with new technology –

Does not mean customers will adopt

Does not mean that companies will make money from it

User Adoption of “new”?Normal people only try a new technology to do something…

…if the old way of doing it is painful enough to make them try.

At that moment: offer them a better way.

Who are Masabi? Masabi build mobile applications

Award winning and certified security Ticket sales and delivery from mobile

Projects with:

Consultancy to set the standardsfor self-print and mobile barcodes

mobile tickets for

Why introduce eTicking?TOC Incentives: Reduce cost of sales

Capex and Opex on people and machines Reduce queues Gather more customer Data

Encourage modal shift through down-sell Enable new product types

Increase revenue through up-sell and cross-sell

Customer Incentives: Avoid the pain of queues Cheaper Tickets, such as Advanced

Barcode Tickets Self-print and Mobile

Web Purchase Workflow

Self-print

Or Mobile Delivery

Mobile Purchase Workflow

(ToD pickup option for routes not accepting Barcode yet)

Human readable and scannable tickets

Mobile Barcode Tickets WAP/MMS/Images

Any phone with MMS always has WAP SMS-pictures not big enough for RSP Compromise between text and barcode Re-sizing can be an issue DRM not everywhere

Smart Application Full-screen, no re-sizing issues Text and barcode separate Application organises tickets

Usability – Mobile Apps Still useful without a reliable data

connection (unlike WAP)

Optimised data entry Faster responses Catch mistakes quicker

SMS failover from GPRS Avoid settings, reception &

roaming problems

Cheaper + faster for the user Send only the data Flat rate data is still not common

Walk-up First Purchase

Repeat Purchase

Key Usability Points:

No sign-up process! no usernames no passwords

Mostly off-line interface, SMS backup

Fast repeated regular purchases

Full screen barcodes for fast scanning

UK Rail Barcode Ticket Standard

RSPS3001 Approved in December 2008 as the UK standard for self print and mobile barcode rail ticketing

Shared Barcode Standard Public and open security

Based on standard SSL certificates Each TOC generates and sign tickets

with their own private key Scanners only contain list of TOC

public keys to scan and validate

Decentralised system robust and can operate off-line cheap to implement and use

Share self-print and mobile barcodes between Operators and 3rd party retailers Integrate with standard EPOS

Do tickets need security?

Early e-ticketing systems just used numbers as tickets

This limited barcode tickets to either: Advanced Tickets, with manifest

synchronised to the guard’s devices Or guards perform live check via WiFi/GPRS

Problem: real systems cannot guarantee live connections or synchronisations

Open PKI Security Model

Traceability, and no security risk from theft of scanning devices

If private keys are leaked, only the vendor that loses the keys is affected

3rd parties and other EPOS vendors can take part, even taxis and coffee shops can scan and validate cross-sale tickets or entitlements

PKI vs ITSO/Oyster

ITSO and Oyster are Symmetric=Same Keys

PKI is Asymmetric=Different Keys

Private key to create ticket

Private key to check ticket

(risk from key theft, therefore need ISAM)

Private key to create ticket

(safe on TIS server)

Public Key to check ticket

(no risk from key theft)

Easy to Scan and Validate

Offline validation from software Add to existing EPOS or gate systems

No mobile databases required

No synchronisation of valid tickets from one Train or Bus Co. to another (too much data, too unreliable)

Enables Walk-up tickets

Forgeries and Copies

Isn’t it easy to photocopy a self-print paper ticket?

What if a bunch of clever people figure out how to copy mobile tickets?

What if one user copies a ticket, gets onto an off-line train, and his friend gets onto a second off-line train?

Anti-Copying Policy

Scanners only accept first seen barcode

On-line scanners can check for previous scans at other locations

Off-line scanners submit scan records back to ticket issuer for post-processing

Post processing identifies dual use, and blocks future purchases from the same credit card until fine paid, limiting fraud

Soft Rollout of ScannersVisual Validation & Advance ManifestsGuards briefed on visual checks of eTickets, and they report the number of eTickets seen each week while initial volumes remain low.

Occasional SMS Check with normal phoneGuards can text the ticket number to find out the real details of a ticket if suspicious.Optional -> Smartphone scanner software

Shared Hand-Held ScannersA small number of basic scanners are circulated between guards to perform occasional vehicle or station-wide revenue enforcement checks.

Full Hand-Held Scanner RolloutOnly required on routes that see sustained volume of barcode tickets. (e.g. Add bluetooth scanner option to Avantix Mobile 2.)

Gate Scanner RolloutOnly required on stations that see sustained volume of barcode tickets. Retro fit or new fit.

Free

pennies

£x,000

£££

£££££

How to Rollout Barcode?1. Ask your Web ticket sales system provider to

enable barcode ticketing, controlled by route and ticket type

2. Brief revenue enforcement staff on how to perform visual inspection of e-Tickets

3. Advertise it (in stations next to queues best)

4. Gradually add scanners and gate scanners as each route experiences more adoption of eTickets

Barcode Suppliers

Working with established Systems Integrators and suppliers to ensure that innovative barcode services are delivered with industrial scalability and reliability

Interoperable Barcode

Standards

ATOCRSPS3001

(UK)

UIC 918-2(European)

Ticket Issuing Systems

Atos Origin

The TrainLine

Gate Scanners

Cubic

Scheidt & Bachmann

Portable Scanners

Atos OriginAvantix Mobile 2

Benefits of Barcode: Customer

Sign-up in the queue (no usernames or passwords)

No queues ever again Quicker re-purchase Tickets same price

Operator Lower cost per sale No need to expand stations Staged capital expense on scanners

Barcode Vs SmartcardBarcode Great for long distance Visual, readable Soft rollout of scanners

-> low capex Free Security No media to issue Can cope with offline

stations

SmartCard Great for big cities No Screen Full rollout of scanners

-> high capex ITSO security Smartcard media Ticket distribution

must be on-line

Capital Expenditure Items

Barcode Costs

Smartcard Costs

Offline Stations prevent delivery

SmartCard Media

Full Scanner Rollout First

ITSO Certification

Off-line Stations OK

User’s Paper or Mobile Screen

Soft Rollout,Scanners later…

NFC – Not TodayNOKIA HANDSETS NOKIA NFC HANDSETS

Case Study - Ticketing

Buy anywhere No paper, no queues - barcode tickets Tunnels don’t break the system

Auto-detects SMS or GPRS 1-2 SMS per ticket Doubles the consumer uptake by removing Data issues

Quick repeat tickets Customer loyalty and lock-in

Chiltern Railwa with YourRailUser feedback: “Better than the web!”

Case Study - Parking

Payments straight from phone No need for explicit sign-up or passwords Just type CVV again for future purchases

All user data entry and validation performed off-line by application

Secure SMS for users without data settings or with poor reception New user can sign-up and pay in just one SMS

95% of surveyed users said: “better than the IVR system we used until now”

Business Case & User Case

People will only try to use new technology to do a regular daily activity…

…if the old way of doing it is painful enough to make them try something new.

At that moment: offer them a better way.

ben@masabi.com+44 7788 895 894www.masabi.com