2. mCommerce is hot right now
• People are saying that mCommerce is where
eCommerce was 10 years ago.
1999 2007
But if you look at the numbers…
Source: US census
3. The market is bigger.
There are already 3 billion devices in the market
today that can funnel mCommerce transactions,
and mCommerce adoption is running 5X faster than
eCommerce
4. % of Phone Market
Phone Types As of Q2 2010 Interest in
Android^
Samsung 21.9% limited
Motorola 21.9% strong
LG 21.8% tentative
RIM* 8.3% none
Nokia 8.3% none
Apple* 4.86% none
Microsoft* 2.63% none
Google*# 2.59% n/a
Palm* 0.96% none
*Smart phones
#Google’s Android platform is open source. Samsung, Motorola and LG all have
Android phones
^ From Joel West, San Jose State University Smartphone Platform Competition
slideshow
6. Smartphone as % of market
0%
10%
20%
30%
40%
50%
60%
70%
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Smartphone % of market
Source: Joel West, San Jose State University
7. mCommerce
*Source: IE Market Research 3Q 2010
“…to exceed 1 Billion users and $1
Trillion in transactions by 2014” *
8. Overall Commerce
1997
mCommerce
2015 & beyond
Commerce pie is finite
and it is shifting…
eCommerce
2000
eCommerce
eCommerce
2010
mCommerce
2010
*Source: IE Market Research 3Q 2010
Who will win which piece of the pie?
10. Mobile Phone Market Summary
• Smart phones are only 23% of market today,
but growing
• Mobile devices far outnumber computers as
access points to internet / data / money
transfers
• Multiple OS’s (iPhone, Blackberry, Android,
Windows 7) that are incompatible vs.
computers (Mac, Windows, Linux)
11. What is mCommerce?
• Moving payment and transaction data
securely using a mobile device.
Mobile
Merchants
Extended
Workforce
E-Tailers
Use their phone
to accept Credit
Cards
Access company’s
systems on a
mobile phone
Put their storefront
securely on their
customer’s phone
12. Why hasn’t it taken off in the US?
• According to Forrester Research the largest
barriers for use are:
13. Credit Card Security Concerns
• Most mCommerce solutions go through a
mobile browser.
– Offer gets sms’d to the user’s phone and launches
a mobile page for a web browser
– Anyone can use it, no authentication
• PCI-DSS, PA-DSS compliance issues
• Keyed entry vs. swiped
14. Fear of ‘klunky’ user experience
Consider e-Mail
How many people do you know that use e-mail in
their phone’s browser?
• Too painful
• Scroll too much to read
• Wrong for the form factor
Instead they use an e-mail client.
– Yahoo, G-mail, AOL all have applications for their
user’s cell phones
15. Partner with Ingenico and ROAM Data
to provide a mobile platform that best
fits your growing needs
16. What is Ingenico ROAM?
Partnership between Ingenico and ROAM Data, the leading mobile commerce
services provider in the U.S.
Goes beyond payments with patented technology. Delivering device
independent, dynamic apps to virtually any mobile device
Fully hosted service, PCI-DSS & PA-DSS Compliant, 1 stop shop
Based in Boston, founded in 2005 by seasoned payment and mobile industry
experts from MIT and Carnegie Mellon
17. The future of Mobile Commerce does
not go through a browser.
Have you ever tried to buy buy something on
your phone?
• UI inconsistent
– Scrolling to get to fields outside of window
– Too many pages
• Need a browser on your phone
– Limits the # of phones you can reach
• No off-line mode
20. Time to Market Advantages
• ROAM’s mobile Player middleware technology
allows write once-run anywhere capabilities.
• ROAM’s IDE pulls APIs from web-services to
quickly create custom applications that run on
hundreds of devices.
• We can deploy faster and enter new markets
quicker than our competitors.
21. Breadth of Devices
• ROAM’s mobile Player technology allows the
same application to run on many different
operating systems and hardware configurations.
• Hundreds of mobile phones on the market today.
• PC and Mac Virtual Terminal
• Dedicated POS terminals and devices
• Encrypted audio swiper fits into audio jack.
– Not built for one particular form factor.
22. Service that Follows the User
• Our product is a service.
– When a merchant changes phones, the service
follows them.
– ROAM provides all technical support
• Provisioning the merchant’s devices
• Certifying new phones in the market
– ROAM takes care of mobile, so you can focus on
your payments business
23. What Ingenico ROAM offers for mCommerce
Ingenico ROAM
Mobile merchant account
solution for small
businesses, and other
functions - easier ways to do
business on the go.
Mobile
Merchant
Solutions
24. The Mobile POS market
24
•27 million small business owners in the US – 78% of
total businesses
•15% currently have a merchant account (our solution
will help increase this number)
•What % of this new segment can your sales staff talk
with?
•What % can they close?
****Note opportunity to tap existing merchant base
beyond new merchant base. (Existing merchants who
want mobile, requires creative marketing.)
27,000,000
4,050,000
?
?
26. Target Markets-US
• 550,000 plumbers , 12% self-employed
• 695,000 electricians, 9% self-employed
• 51,000 Home entertainment installers
• 1.7 million home health aides
• 122,000 massage therapists
• 1.2 million landscapers
• 67,000 pest control workers
• 1.3 million childcare workers,
• 299,000 building cleaning workers
• 261,000 health trainers
Total of above: 6,360,000
plus
15,100,000 Direct Sellers in the US (AVON, Mary Kay, Amway, etc)
Also target: Any IVR users, Virtual Terminal users, current low volume wireless
merchants, Brick and Mortar Merchants for special events
• 45,000 private detectives
• 232,000 taxi drivers
• 308,000 HVAC installers, 54% worked for
contractors, 16% self-employed
• 221,000 artists, 60% self employed
• 72,000 interior designers
• 152,000 photographers, 80,000 + self
employed
• 49,000 chiropractors, 44% self employed
• 170,000 psychologists, 34% self employed
• 74,000 self employed sales reps
* From the US Bureau of Labor and Statistics
27. Small Business Owners
• Shorter sales cycle
• Not as price sensitive
• Not a lot of cash to invest
• 27,000,000 of them
28. Competitive Landscape
Competitors Security Device Breadth Hardware Accessories
Ingenico ROAM ROAMpay
PCI-DSS, PA-DSS certified,
DES3 secure, 168 bit
encryption
400+ phones; Blackberry, WinMo,
Android, iPhone, J2ME, Brew,
Laptop/Desktop VT, dedicated POS
terminals
Encrypted audio jack
swiper/Bluetooth printer
swiper
Apriva SecurePOS
256 bit AES Encryption,
Message Authentication
Code, PCI certified
Windows Mobile Apriva Wireless Printer -
CHARGE Anywhere
HTTPS, SSLv3 at 128-
encryption
Multiple devices across multiple platforms
(Blackberry, WinMo, WebOS, Android,
iPhone, J2ME)
Blue Bamboo Bluetooth
printer
VeriFone PAYware PCI DSS 1.2 approved. iPhone 3G or 3GS Credit Card Encryption sleeve
MerchantWARE Mobile Encrypted SSL Connection
iPhone, Blackberry, Android, and WinMo
phones
Triple DEA data encryption
Bluetooth Card Reader
Infinite Peripherals Multiple devices
Intuit GoPayment
https connect over SLL at
128-encryption
Multiple devices across multiple platforms
Blue Bamboo Bluetooth
printer, Bluetooth Card
Reader
Square
128 bit SSL on physical
servers; PCI Level 1
certified;
iPhone and Android only Free audio swiper
Hypercom Smartpayment
Mobile
iPhone
e-Nabler
Windows Mobile PDA's running Pocket
PC software
All-in-one Enterprise PDA ,
Infinite Peripherals Linea Pro
for iPod Touch, Bluetooth
printer swiper
28
29. ROAMpay is
PCI-DSS and PA-DSS certified
• Application outside of the browser. – allows each
phone to be fully authenticated
• DES3 168 bit double encrypted data transfer
• In off-line mode, data is encrypted.
• The only encrypted audio swipe device in the
market today.
• Technology and service model is patented
30.
31.
32. Customer-centric solution
• Your merchants can now conduct business
where ever they are whenever they want, on
the device they want.
• # of supported devices increases your
potential reach into your target markets
33. ROAM’s got a consistent UI
• ROAMpay is a dedicated smart client like
eMail
– Its own application
– Can be played on smart and non-browser enabled
phones
– Same UI and transaction flow no matter the
phone or carrier
– Look and feel can be customized to fit your needs
• Customer can change phones, and the service
stays the same.
37. Off-line capabilities
• Your clients can also accept credit cards and
other business information while in off-line
mode
• Once back in service, the encrypted stored
data will be sent to the servers for
authorization and processing.
38. What Ingenico ROAM offers for mCommerce
Ingenico ROAM
Allow cardholders to check
balance, activities, receive
alerts, make payments, and
transfer funds on their mobile
phone.
Mobile
Wallet
Solutions
Mobile merchant account
solution for small
businesses, and other
functions - easier ways to do
business on the go.
Mobile
Merchant
Solutions
39. Mobile Banking/Mobile Wallet
• According to Berg Insight, 894 million Mobile
Banking users by 2015
• In 2010, only 1,000 financial institutions out of
30,000 have a mobile banking application –
Mobile Marketing Association
Lots of room for growth
40. What Ingenico ROAM offers for mCommerce
Ingenico ROAM
Allow cardholders to check
balance, activities, receive
alerts, make payments, and
transfer funds on their mobile
phone.
Mobile
Wallet
Solutions
Smart POS solutions,
Contactless Enabled,
dynamic updates with apps that
can tie systems together
Retail
Solutions
Mobile merchant account
solution for small
businesses, and other
functions - easier ways to do
business on the go.
Mobile
Merchant
Solutions
41. Extended Workforce market
• Direct Sales companies
• Government agencies
• Pollsters
• Any company with a mobile workforce
Apps to not HAVE to be payment related. We
can extend CRM, Order Entry, reporting
functionality
45. What Ingenico ROAM offers for mCommerce
Ingenico ROAM
Allow cardholders to check
balance, activities, receive
alerts, make payments, and
transfer funds on their mobile
phone.
Mobile
Wallet
Solutions
Smart POS solutions,
Contactless Enabled,
dynamic updates with apps that
can tie systems together
Retail
Solutions
Your mobile storefront and
actionable offers to hundreds of
phone models your customers
carry.
Mobile
Consumer
Solutions
Mobile merchant account
solution for small
businesses, and other
functions - easier ways to do
business on the go.
Mobile
Merchant
Solutions
46. E-Tailers
• Large retailers with web presence
• E-tail only
• Current apps
– Drive purchases to mobile web
– Drive customers to store
• ROAM solution can turn mobile into Sales Channel.
• Capture impulse purchase in fewest clicks, securely, on
the device your customers already own.
• Push marketing capable – send targeted offers, to
capture additional revenue.
47. For Consumers To Buy on their Mobile:
Merchants can deliver their mobile storefront and offers to their
best customer’s handsets
1. Convenience for Consumers!
• Get immediate access to detailed product and
pricing information.
• Navigate through a catalog to buy
• Special Offers / Coupons that are actionable!
48. ROAMbuy API Examples
(Buy from Mobile App, or Adds)
1. Hit “Buy” on the ad 2. Confirm Product 3. Enter Order Parameter(s)
50. ROAMbuy API Examples
(PULL usage, “Value of the Day”)
1. PULL-“Value of Day” 2. See Deals/Overstock 3. Buy with Convenience
51. ROAMbuy API Examples
(PUSH Marketing, Target Customers)
1. PUSH Marketing 2. Targeted for Customers 3. Impulse Buy
52. ROAMbuy API Examples
(Buy Instantly or Drive Store Traffic)
1. PULL-“Value of Day” 2. Buy on the Spot 3. Redeem Coupon in
store
53. Beyond Player Apps
• ROAMplayer middleware gives ROAM clients the
reach across hundreds of devices
• Larger clients also want to invest in using the
widgets inherent on certain devices (iPhone, iPad,
Android, etc…)
– Most dedicated apps don’t have full payment and
order fulfillment capabilities
– Many embed their e-commerce site within their app,
or link to it from their app.
For them we have the ROAMbuy API
53
56. Only ROAM Updates Your Apps Easily
and Instantly Across All Supported
Devices… why be bounded?
57. ROAM Competitive Advantages &
Patented Differentiations
• Technology Advantages:
– Device agnostic vs. device specific
– Dynamic vs. static applications
– Peripheral capable (voice, card reader, NFC, etc.)
– Push capable (for enterprise users or cardholders)
– IDE for rapid Application Development
• Services Advantages:
– Full mobile services provider for your end-users
– Full payment gateway provider , PCI Certified & Secured
– Services Compatible with other 3rd Party Vendors
58. “Service The End Users”:
Provisioning, Rights Mgmt, Fully
Hosted Services & Support
4
Dev & Integration to Legacy Easy: Easy
Web Services Integration, Non Invasive,
Hosted IDE, Easy & Fast to build, manage,
add new applications
2
Built-In
Payments
& Other Web
Services.
3
Devices Complexity Resolved: Device &
Network Agnostic, Secure, Easy to Use!
Interactive, Peripheral Enabled,
Dynamically Update Your Apps, Push
Capable
ROAM’s 4 Key Breakthroughs, To Deliver
Scalable Mobile Commerce
1
The
Cloud
62. 3DES
Confirmation of authorization is sent back to the
device using 3DES encryption
Built in Payments
62
3DES Key 1
3DES Key 2
We double encrypt all
data as it’s entered on
the device
3DES
Key 1
Our mobile gateway
decrypts the first key and
sends the single
encrypted data to our
payment gateway
3DES Key 2
Payment Gateway
PCI
PCI
Our PCI certified payment gateway decrypts the
second key and processes the transaction,
getting authorization from one of our payment
platform partners
3DES
Key 2
This is the pie, This is the shift, This is the opportunity – don’t miss it,
a number of companies “missed the e-commerce boat” – e.g., Verifone, Hypercom, …+ NCR?
Which businesses will take what piece of the pie? ROAM will be the rails for helping business take their piece of the pie
This is the pie, This is the shift, This is the opportunity – don’t miss it,
a number of companies “missed the e-commerce boat” – e.g., Verifone, Hypercom, …+ NCR?
Which businesses will take what piece of the pie? ROAM will be the rails for helping business take their piece of the pie
U h;hh.;h;.
ROAM’s patented ROAMplayer is the key to our client’s scalability and flexibility. We worry about porting the player to a new phone or device, and once it’s done, all applications can now run on that device.
ROAM helps its client’s mobile strategy in many ways. Our platform can be utilized by multiple divisions within our client’s organization, allowing the entire organization to leverage our player technology.
First, we have a solution that is perfect for the mobile small business owner. For those large clients that have a significant base of small businesses in their mailing list or customer base, say contractors, direct sellers, or other businesses that travel, we can help them co-market a merchant account solution that is designed specifically for their mobile business needs.
Second, with our background in mobile and payments, we have a solution that a company with a credit arm can use to give its customers the ability to access their account on their mobile phone to view balances, check transactions, and pay their bill on the phone that they already own.
Thirdly, our platform is device agnostic, running not only on mobile phones, but on all types of POS terminals, allowing multi-lane retailers with a quick to market line-busting opportunity. Our platform can be ported to a mobile POS terminal and integrated with your POS and inventory systems relatively quickly, with additional features, not native to the terminal available (like reverse phone lookup, and dynamic updates)
Finally, the coup des gras, is our ability to give a company a mobile app, not only on the iPhone, but on hundreds of phones that their customers already own. This application is not just a marketing tool, but a sales channel, with the built in capability to securely process transactions on the phone your customers already own. Not only can customers buy on their phone, but with our push marketing feature, our clients can sent targeted messages to their customer base with offers that are actionable in two actions. Signing in and clicking to buy.
ROAM helps its client’s mobile strategy in many ways. Our platform can be utilized by multiple divisions within our client’s organization, allowing the entire organization to leverage our player technology.
First, we have a solution that is perfect for the mobile small business owner. For those large clients that have a significant base of small businesses in their mailing list or customer base, say contractors, direct sellers, or other businesses that travel, we can help them co-market a merchant account solution that is designed specifically for their mobile business needs.
Second, with our background in mobile and payments, we have a solution that a company with a credit arm can use to give its customers the ability to access their account on their mobile phone to view balances, check transactions, and pay their bill on the phone that they already own.
Thirdly, our platform is device agnostic, running not only on mobile phones, but on all types of POS terminals, allowing multi-lane retailers with a quick to market line-busting opportunity. Our platform can be ported to a mobile POS terminal and integrated with your POS and inventory systems relatively quickly, with additional features, not native to the terminal available (like reverse phone lookup, and dynamic updates)
Finally, the coup des gras, is our ability to give a company a mobile app, not only on the iPhone, but on hundreds of phones that their customers already own. This application is not just a marketing tool, but a sales channel, with the built in capability to securely process transactions on the phone your customers already own. Not only can customers buy on their phone, but with our push marketing feature, our clients can sent targeted messages to their customer base with offers that are actionable in two actions. Signing in and clicking to buy.
ROAM helps its client’s mobile strategy in many ways. Our platform can be utilized by multiple divisions within our client’s organization, allowing the entire organization to leverage our player technology.
First, we have a solution that is perfect for the mobile small business owner. For those large clients that have a significant base of small businesses in their mailing list or customer base, say contractors, direct sellers, or other businesses that travel, we can help them co-market a merchant account solution that is designed specifically for their mobile business needs.
Second, with our background in mobile and payments, we have a solution that a company with a credit arm can use to give its customers the ability to access their account on their mobile phone to view balances, check transactions, and pay their bill on the phone that they already own.
Thirdly, our platform is device agnostic, running not only on mobile phones, but on all types of POS terminals, allowing multi-lane retailers with a quick to market line-busting opportunity. Our platform can be ported to a mobile POS terminal and integrated with your POS and inventory systems relatively quickly, with additional features, not native to the terminal available (like reverse phone lookup, and dynamic updates)
Finally, the coup des gras, is our ability to give a company a mobile app, not only on the iPhone, but on hundreds of phones that their customers already own. This application is not just a marketing tool, but a sales channel, with the built in capability to securely process transactions on the phone your customers already own. Not only can customers buy on their phone, but with our push marketing feature, our clients can sent targeted messages to their customer base with offers that are actionable in two actions. Signing in and clicking to buy.
ROAM helps its client’s mobile strategy in many ways. Our platform can be utilized by multiple divisions within our client’s organization, allowing the entire organization to leverage our player technology.
First, we have a solution that is perfect for the mobile small business owner. For those large clients that have a significant base of small businesses in their mailing list or customer base, say contractors, direct sellers, or other businesses that travel, we can help them co-market a merchant account solution that is designed specifically for their mobile business needs.
Second, with our background in mobile and payments, we have a solution that a company with a credit arm can use to give its customers the ability to access their account on their mobile phone to view balances, check transactions, and pay their bill on the phone that they already own.
Thirdly, our platform is device agnostic, running not only on mobile phones, but on all types of POS terminals, allowing multi-lane retailers with a quick to market line-busting opportunity. Our platform can be ported to a mobile POS terminal and integrated with your POS and inventory systems relatively quickly, with additional features, not native to the terminal available (like reverse phone lookup, and dynamic updates)
Finally, the coup des gras, is our ability to give a company a mobile app, not only on the iPhone, but on hundreds of phones that their customers already own. This application is not just a marketing tool, but a sales channel, with the built in capability to securely process transactions on the phone your customers already own. Not only can customers buy on their phone, but with our push marketing feature, our clients can sent targeted messages to their customer base with offers that are actionable in two actions. Signing in and clicking to buy.
Consumer facing apps.
Merchants – talk to the Marketing / e-commerce side of the house. We know each phone, so we know each phone holder. Market to THEM. Cross channel integration. Drive traffic to store, or complete the sale on the phone. Securely.
Mobile Banking. Transfer funds, look up balances. I’m a BoA customer and I use their iPhone app more than I log into their website. Now we can extend this service to all the other phones we support.
Mobile Banking. Transfer funds, look up balances. I’m a BoA customer and I use their iPhone app more than I log into their website. Now we can extend this service to all the other phones we support.
Mobile Banking. Transfer funds, look up balances. I’m a BoA customer and I use their iPhone app more than I log into their website. Now we can extend this service to all the other phones we support.
Mobile Banking. Transfer funds, look up balances. I’m a BoA customer and I use their iPhone app more than I log into their website. Now we can extend this service to all the other phones we support.
Mobile Banking. Transfer funds, look up balances. I’m a BoA customer and I use their iPhone app more than I log into their website. Now we can extend this service to all the other phones we support.
And not only that but we can update our client’s applications in real time on the fly without having to re-certify and re-build for every phone type and carrier. Our solution is future-proof.
As an overview…
We have 4 key breakthroughs that solve these issues.
We have solved the complexity of having all these devices and carrier certifications through our platform. With ROAM, we worry about the devices so our clients can worry about their core business. We give our customers the ability to have their apps on hundreds of different phones, and we give them the ability to update those apps as easily as you change your music or video on your windows media player.
Not only do we understand the mobile space, our player can also integrate into a company’s web-enabled back end systems to “mobilize” anything a company wants to. From extending their storefront, to CRM, inventory lookup, our platform can quickly integrate with a company’s systems without significant changes to their database and structure.
Not only can we give our clients an app that runs on hundreds of phones, we also have a PCI certified payment gateway, so our client’s apps can accept credit cards, and process payments. We’ve also included other web services like Reverse Phone Lookup and Voice-to-Text to improve our client’s experience and reduce the keystrokes the person with the phone has to make to process a purchase. I’ll talk more about this later.
This could be enough, but we are a full service company. Not only do we work with out clients to create the app, we work with them to update and upgrade it, get it on more and new phones, and train our clients on technical support.
We have five libraries, ANSI, Objective C, J2ME, Android, and J2SE
We wrap each library in a UI for a particular phone OS so that our applications can use the indigenous widgets on each platform.
ANSI is wrapped for Windows Mobile
Objective C is used for the iPhone
The Java J2ME library is used for Blackberries, Verizon BREW phones, and all feature phones
The J2SE library is used for our virtual terminal on a PC, MAC or Linux manchine
The Android Library is used… for Android.
Our clients have their internal systems, order entry, inventory, crm, etc..., with an API to access them. We wrap that API in web services and release whatever subset of their API’s our client wants to mobilize and send it to our gateway through a VPN connection past their firewall. From there, we put it together in a app that runs on the ROAMplayer and our client’s systems are now mobilized.
Traditional architecture that most people use today are not scalable. If someone wanted to develop an iPhone app, they would need to use internal or external resources with the right skills for Apple Development in Objective C, and go through the whole development and integration, QA and certification process, and deploy to the app store. Then convince customers to use it through marketing dollars and efforts. This covers 4.9% of the average phone users, while the other users are frustrated they can not get it. Wasting marketing resources. If they want more reach to other phones, they’d have to go through the whole process again, for each operating system and each device and carrier which are all different in process. If they wanted to make any changes and update their apps, they need to start all over again one device at a time. What if they want to integrate more functions later? Or add 3rd party applications for processing payment types, or value added functions, CRM, Social Media into their offering? It is virtually impossible with this architecture.
Way too complex. Not scalable as you can see in this diagram. Some companies have spent Millions trying to deploy and support their own mobile apps on a few mobile operating systems and on a few carriers, and are stuck in limited coverage and functions.
ROAM’s patented platform solves this complexity by being a write once, run anywhere environment. Any time our client wants to update their app, they can do so without having to recertify, since it’s the player that’s certified. The application running on the player remains dynamic.