Challenges for customers satisfaction on nfc smartphones - 2012-01-26
1. Life with a gesture:
Challenges
for customer’s satisfaction
on NFC smartphones
François Lecomte
Managing Director
Forum des services mobiles sans contact
Mobile : +33 6 81 49 44 94
Email : flecomte@forum-smsc.org
January, 26th, 2012
3. A matter of convergence…
The convergence of :
Web Mobile
NFC contactless technology
is going to disrupt consumer habits !
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4. Making simple for users… Hmm
1. ATAWAD(*) digital contents provisioning, on demand
Coexistence of old fashioned phones, smartphones and NFC mobiles.
Services based on : NFC tags, 1D/2D code, LBS, Bluetooth, SMS, etc.
2. Secured dematerialized transactions (payment, tickets,…)
Coexistence contactless cards and NFC mobiles.
Infrastructures to be upgraded or implemented
o Transport (ISO-14443 type B versus B “prime”).
o Contactless capabilities at Point Of Sales (POS) : payment, loyalty, etc.
3. Peer-2-peer communication
Phone-2-Phone, Phone-2-Cards, Phone-2-Devices….
(*) ATAWAD : Any Time, Any Where, Any Device
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5. Mobile + Local tendencies
Less frontiers between digital and real world
• ROPO – Research Online, Purchase Offline & STORE-TO-WEB
• SoLoMo – Social Local Mobile
• MET – Mobile Economic Time
Mutualized infrastructures and services platforms
• Massive deployments of contactless payment terminals in Commerce.
• Digital Identity and secured login – online services
Proximity services : online & offline
• Online : web based services featuring strong authentication.
• Offline/Online : Keys and data stored on SIM or Mobile devices.
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7. The “French” cooking recipe
Value proposal
Global for users
vision
Leading
territories
Collaborative
work Innovation
support
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8. “Mobile contactless services Forum”
OUR GOAL :
Faster development of mobile contactless (NFC) services.
“A multi-services wallet in my mobile phone ?
Make it happen!”
48 members (private companies)
MNO’s, Banks, Retail Industry, Transport/Cities & Technology providers + Startups
French government endorsement
Eric Besson, Ministry of Industry
Open to multiple contributors
AFSCM, AEPM, GART, business consortiums, regulators, consumer’s associations
Linked to public sector :
Cities, departments, regions decision makers
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9. A Forum for collaborative sharing's
• Analyse and understand
goals and usages
• Relay information
• Share knowledge
• Facilitate synergies
• Members between private and public
players
• Contributors
• Impulse projects
• Startups
• Move forward to
• National common commitments
Authorities
• Local territories
An open ecosystem
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10. Leading “mobile contactless cities”
• Nice project in 2010
Lille
• Leader’s nfc territories Caen
collaborative work Paris
Rennes Strasbourg
in 2011
• Call for project : 20 M€
17 projects selected Bordeaux
for 2012-2013 Toulouse
Nice
• + 1/3 French people Marseille
impacted
9 leader’s NFC territories in 2011
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12. Valuable services for customers
MORE CHOICE BEST DEALS
EASY TRANSACTIONS
IN CONFIDENCE
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13. 5 key ingredients for success
Simple Convenient Close
It’s only one gesture One single tool for a Designed for
large range of services. proximity services
Safe Universal
Non intrusive and 100% secured. Standardized for national use
All transactions made on demand. and (we expect) international.
NFC => a common enabler
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14. Some basic users questions
to deal with
Is this really Grrr… I can’t redeemed
secured ? the bus ticket I purchased.
Help ! My mobile has
been stolen or lost.
Oops, I do not have
Does this shop accepts battery life anymore !
contactless mobile payments ?
Where can I use this
How does this city
digital coupons loaded ?
audio-guide feature work ?
What about my privacy ? Contactless use should
cost a fortune…
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15. A digital wallet called “Cityzi”
Credit/Debit Cards Loyalty Cards
Access services Internet Connexion
Transport Card Tag reader
2D Flashcode
& NFC tags
Brand name
My contactless mobile phone
A multiservice wallet…
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17. Massive mobilization in France
More territories proposing NFC services
Nice, Caen and Strasbourg starting now… Other cities to start soon.
More contactless services offered
Massive concentration of NFC services on leading territories
Multiple opportunities of use
More NFC handsets delivered (mainly smartphones)
Goal = Millions NFC handsets to be delivered in 2012
More customer seduced
Services has to be : cool, fancy… and trusted.
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18. Europe vision - to be defined
Several projects ongoing over Europe…
Many experiences to be shared. Common vision ?
Standardization
• NFC secured transactions. SIM secured element ?
• Open platforms for proximity NFC services delivery.
Seamless customer experience
• Customer path : Applications life cycle and AppStores
• Labeling NFC tags : Cityzi, N-Mark, other visuals ?
Regulation, taxes and laws
• Privacy, services quality, local taxes, CE rules, etc.
• Industry competitiveness at Europe level
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19. Let’s play as European,
because it’s worth it !
Leading territories to take-off over Europe in the next 2-3 years
Over 10 cities to start services in France - including Paris area.
Nordics, UK, Germany, Spain, Italy also have initiatives.
Experiences need to be shared over Europe.
A “mobile contactless” business channel to emerge
More and more NFC services from private and public issuers
“Open and Secured” proximity services offered to customers
Expectations : economical growth, competitive industry, local employment
European initiatives to converge on standards and rules
A 500 million users market at stake
It’s worth it working together for value creation.
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20. Thank you !
François Lecomte
Managing Director
Forum des services mobiles sans contact
Mobile : +33 6 81 49 44 94
Email : flecomte@forum-smsc.org
21. Our 48 members
Mobile Bank and Commerce, Public Industry and
Network finance services Retail, Medias, Transport, technology
Operators • Atos Wordline Entertainment citizen’s life providers
• Bouygues Telecom • BPCE • Casino • Accenture
and
• NRJ Mobile • BNP Paribas • Clear Channel • Dassault Systèmes
collectivities
• Orange France • La Banque Postale • LaSer • Caisse des dépôts • Gemalto
Telecom • Carrefour S2P • PMU • Keolis • Inside Secure
• SFR • Crédit Mutuel CIC • Française des Jeux • RATP • Nokia
• MasterCard France • SNCF Proximités • NXP
• Moneo Payment • Transdev • Oberthur Technologies
Solutions
• Veolia Transport • Prosodie
• Société Générale
• RIM Blackberry
• Visa Europe
• Safran Morpho
• Samsung Electronics
SBU/Startups
Adelya, Airtag, Connecthings, Digital Airways, Moviken, Neowave,
Octoplus, Otipass, Rodrigue, Snapp, Think&Go NFC, Weave
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