Customized check-in Customized check-in proceduresprocedures

A new business model and A new business model and mobile service mobile service

Dmitry Namiot dnamiot@gmail.comDmitry Namiot dnamiot@gmail.comLomonosov Moscow State UniversityLomonosov Moscow State UniversityManfred Sneps-Sneppe Manfred Sneps-Sneppe manfreds.sneps@gmail.com manfreds.sneps@gmail.com Ventspils University CollegeVentspils University CollegeruSMART 2011ruSMART 2011

IntroductionIntroduction

• This paper describes a new model for This paper describes a new model for check-in process: customized (or check-in process: customized (or business-oriented) check-ins.business-oriented) check-ins.

• This approach introduces a new This approach introduces a new mobile service that lets any business mobile service that lets any business publish customized records (statuses) publish customized records (statuses) in social networks (Facebook in the in social networks (Facebook in the current release) in exchange for some current release) in exchange for some benefits (discounts, gifts, coupons) benefits (discounts, gifts, coupons) provided for the customers.provided for the customers.

Check-insCheck-ins

•At this moment, one of the At this moment, one of the popular models for the popular models for the modern internet services modern internet services (especially – for geo services) (especially – for geo services) is “check-in”is “check-in”

•Check-in is a record with Check-in is a record with presence status, associated presence status, associated with some particular location.with some particular location.

Check-insCheck-ins

• ““I am here now” type of recordsI am here now” type of records

• Published by users of social networks Published by users of social networks at willat will

• Original goals: let others find you Original goals: let others find you right now (for contact, hangout etc.)right now (for contact, hangout etc.)

• Could be direct or indirect (e.g. Could be direct or indirect (e.g. Foursquare: direct, Twitter: indirect)Foursquare: direct, Twitter: indirect)

Check-insCheck-ins

• For example, in Foursquare users For example, in Foursquare users "check-in" at venues using a mobile "check-in" at venues using a mobile website, text messaging or a device-website, text messaging or a device-specific application by running the specific application by running the application and selecting from a list of application and selecting from a list of venues that the application locates venues that the application locates nearby nearby

• The main goal for that kind of message The main goal for that kind of message is to set location. Direct check-inis to set location. Direct check-in

Check-insCheck-ins

• In Twitter users can leave a message In Twitter users can leave a message (status) with some location info in (status) with some location info in attributesattributes

• It is an ordinary message just It is an ordinary message just attributed with some geo data. attributed with some geo data. Indirect check-inIndirect check-in

Check-insCheck-ins• Social network application can provide Social network application can provide

some awards for check-ins. some awards for check-ins. • Foursquare: each check-in awards the user Foursquare: each check-in awards the user

points and sometimes "badges". This points and sometimes "badges". This special status message is published in special status message is published in user’s timeline (e.g., on the wall in user’s timeline (e.g., on the wall in Facebook).Facebook).

• Points are awarded for "checking in" at Points are awarded for "checking in" at venues. Users can choose to have their venues. Users can choose to have their check-ins posted on their accounts on check-ins posted on their accounts on Foursquare (communication service), Foursquare (communication service), Facebook (social network) or both.Facebook (social network) or both.

Future platformFuture platform

• Users can also earn badges by checking in Users can also earn badges by checking in at locations with certain tags, for check-in at locations with certain tags, for check-in frequency or for other patterns such as frequency or for other patterns such as time of check-in. Foursquare time of check-in. Foursquare (communication service) was created with (communication service) was created with a core set of 16 badges, designed to a core set of 16 badges, designed to reward and motivate all of users. reward and motivate all of users.

• But the key words is still “location”. Check-But the key words is still “location”. Check-in is always tied with some locationin is always tied with some location

Check-insCheck-ins

• earned points (badges) are finally the earned points (badges) are finally the things users can exchange with some things users can exchange with some benefits at venue (e.g., discount, free benefits at venue (e.g., discount, free offering, gift, etc.). Of course, it is true offering, gift, etc.). Of course, it is true only if/when business that owns this venue only if/when business that owns this venue participates in Foursquare’s programs. In participates in Foursquare’s programs. In other words – other words – venue owner participates venue owner participates in the program, developed by the in the program, developed by the communication service.communication service.

Check-insCheck-ins

• Badges are being developed by the Badges are being developed by the communication service, not by the communication service, not by the business. business.

• Any customization here is actually an Any customization here is actually an agreement between the business and agreement between the business and communication services. communication services.

• The business (the source for rewards) The business (the source for rewards) is actually not free in the forms these is actually not free in the forms these rewards will be presented for business rewards will be presented for business users. The format for the users. The format for the conversations is dictated by the conversations is dictated by the communication service.communication service.

Check-insCheck-ins

The typical check-in recordThe typical check-in record

Check-insCheck-ins

• The similar model is actually reproduced by The similar model is actually reproduced by the various implementations of “Places” the various implementations of “Places” services: Twitter places, Facebook places, services: Twitter places, Facebook places, etc. etc.

• E.g. Facebook places let you easily share E.g. Facebook places let you easily share where you are, what you're doing and the where you are, what you're doing and the friends you're with right from your mobile. friends you're with right from your mobile. You can check-in and your updates will You can check-in and your updates will appear on the Place page, your friends' appear on the Place page, your friends' News Feed and your WallNews Feed and your Wall

Check-insCheck-ins• Any check-in at the first hand solves Any check-in at the first hand solves

communication tasks: how to let my communication tasks: how to let my friends/followers know where I am. friends/followers know where I am.

• The biggest question that remains is The biggest question that remains is very simple and natural. Why do we very simple and natural. Why do we ask business to deliver benefits via ask business to deliver benefits via advertising some 3-rd party service? advertising some 3-rd party service? It looks very natural to let business It looks very natural to let business define the format that should be used define the format that should be used (exchanged) for benefits.(exchanged) for benefits.

• It is actually the main idea our QRpon It is actually the main idea our QRpon mobile service was born frommobile service was born from

QRponQRpon

• We are going to replace generic check-ins We are going to replace generic check-ins with the customized analogues. with the customized analogues.

• We are talking here about the check-ins We are talking here about the check-ins used for the benefits delivery. That is why used for the benefits delivery. That is why we have the words “business-oriented” we have the words “business-oriented” check-ins in the title. We are not going to check-ins in the title. We are not going to replace (dismiss, etc.) existing check-ins, replace (dismiss, etc.) existing check-ins, this service also does not touch locations, this service also does not touch locations, etc. We are talking below about the etc. We are talking below about the special (user generated actually) forms for special (user generated actually) forms for check-ins, that could be used in exchanges check-ins, that could be used in exchanges for benefits.for benefits.

QRponQRpon

• Currently all the monetization efforts in LBS Currently all the monetization efforts in LBS applications like Foursquare, Facebook Places, applications like Foursquare, Facebook Places, etc. are based on the attaching (connecting, etc. are based on the attaching (connecting, linking) some deals to the locations. linking) some deals to the locations.

• Each deal (badge) is a position at the first Each deal (badge) is a position at the first hand. It is simply due to originality of the hand. It is simply due to originality of the above mentioned systems. They above mentioned systems. They (deals) (deals) are are LBS (location based systems) applications LBS (location based systems) applications originally. But it is very easy to conclude, that originally. But it is very easy to conclude, that in the real case any business could offer in the real case any business could offer several deals within the same location several deals within the same location simultaneously. simultaneously.

QRponQRpon

• So, actually we should check-in in the deals So, actually we should check-in in the deals (products) rather then in the places. (products) rather then in the places.

• On the other hand, the ability for the On the other hand, the ability for the businesses to create any “deal” (discount, businesses to create any “deal” (discount, advertising) by themselves is obviously a advertising) by themselves is obviously a big advantage too. They do not need to wait big advantage too. They do not need to wait for any external development, deals could for any external development, deals could be created on the fly, etc. The open API for be created on the fly, etc. The open API for QRpon system lets create mobile sites QRpon system lets create mobile sites (deals) automatically, getting data right (deals) automatically, getting data right from corporate ERP system.from corporate ERP system.

QRponQRpon• The ability to collect stats directly The ability to collect stats directly

from social network related to from social network related to QRpons is the next big advantage. QRpons is the next big advantage.

• statistical data is related to the statistical data is related to the products rather than to the places.products rather than to the places.

• QRpon does not introduce any new QRpon does not introduce any new social network, does not introduce social network, does not introduce any new authorization system, etc. any new authorization system, etc. Having a Facebook account is fully Having a Facebook account is fully enough for using QRpon.enough for using QRpon.

• Lastly, QRLastly, QRponpon pages pages simplify check-simplify check-in process.in process.

QRpon model: businessQRpon model: business

• QRpon offers a specialized CMS (content QRpon offers a specialized CMS (content management system) that lets any business create management system) that lets any business create a special mobile web site. a special mobile web site.

• This web site lets users automatically, just after This web site lets users automatically, just after confirming the identity, post business-defined confirming the identity, post business-defined information on the Facebook’s wall.information on the Facebook’s wall.

• In the exchange for this posting (action) mobile In the exchange for this posting (action) mobile web site will show a confirmation for the benefits. web site will show a confirmation for the benefits. For example, coupon, discount info, etc. In other For example, coupon, discount info, etc. In other words – anything that could be presented to the words – anything that could be presented to the staff on the business side for claiming the benefits. staff on the business side for claiming the benefits.

• All elements in this approach are user-defined: the All elements in this approach are user-defined: the offer, check-in info (what should be posted to the offer, check-in info (what should be posted to the net), confirmation (badge) and even the rules for net), confirmation (badge) and even the rules for presenting badges.presenting badges.

QRpon model: businessQRpon model: business

• How to present this mobile site for How to present this mobile site for the potential users? the potential users?

• It is where QR-codes help us. CMS It is where QR-codes help us. CMS lets businesses create mobile web lets businesses create mobile web site and an appropriate QR-code. site and an appropriate QR-code.

• Because it is mobile web (HTML5) Because it is mobile web (HTML5) application there is no need for application there is no need for downloading. Just scan QR-code and downloading. Just scan QR-code and get URL opened. get URL opened.

QRpon model: businessQRpon model: business

• Automatically, this approach Automatically, this approach supports also physical check-ins. supports also physical check-ins.

• There is no way to mark you “at this There is no way to mark you “at this location” being actually nearby location” being actually nearby (based on GPS location) or even far (based on GPS location) or even far away (via API). QR-code should be away (via API). QR-code should be scanned, and it is a physical action scanned, and it is a physical action that could be performed on-site only. that could be performed on-site only.

QRpon model: business QRpon model: business summarysummary

• mobile web site (sites – business can create mobile web site (sites – business can create more than one site, update them often, etc.), more than one site, update them often, etc.), presented on-site with QR-code sticker, that lets presented on-site with QR-code sticker, that lets visitors exchange posting in the social network visitors exchange posting in the social network (e.g., Facebook’s wall) for some benefits. (e.g., Facebook’s wall) for some benefits.

• all site’s aspects (what is presented on the site, all site’s aspects (what is presented on the site, what should be posted to the social network, what should be posted to the social network, what should be presented as a confirmation) what should be presented as a confirmation) are defined by the businesses themselves.are defined by the businesses themselves. ..

QRpon: exampleQRpon: example

1. Scan QR code 2. Get initial page 3. Accept offer 4. See confirmation

QRpon: consumersQRpon: consumers

• Scan QR-code (application are free)Scan QR-code (application are free)• See web page with offerSee web page with offer• Accept that offer (confirm it with your Accept that offer (confirm it with your

Facebook ID)Facebook ID)• See confirmation page (badge) right See confirmation page (badge) right

on the screenon the screen• Show that badge to staff on-site for Show that badge to staff on-site for

claiming your benefitsclaiming your benefits

QRpon as a serviceQRpon as a service

• What is QRpon technically at the end of What is QRpon technically at the end of the day? It is a tool that creates mobile the day? It is a tool that creates mobile web sites. It is mobile CMS (content web sites. It is mobile CMS (content management system) at the end of the management system) at the end of the day. Service actually creates mobile web day. Service actually creates mobile web sites and hosts them for the deployment. sites and hosts them for the deployment. It makes possible to use the following It makes possible to use the following standard approaches for the standard approaches for the monetization (from the service monetization (from the service provider’s point of view):provider’s point of view):

QRpon as a serviceQRpon as a service

• charge customers for using templates. charge customers for using templates. Some templates for confirmation pages Some templates for confirmation pages could be offered as a premium servicecould be offered as a premium service

• charge customers for the statistics info. The charge customers for the statistics info. The typical fermium model – the basic statistical typical fermium model – the basic statistical service is free, where an extended info is service is free, where an extended info is payable. This aspect is probably one of the payable. This aspect is probably one of the most interesting here. It is just because we most interesting here. It is just because we can use data from social network (social can use data from social network (social graph) for our reports. Mobile web visitors graph) for our reports. Mobile web visitors endorsed QRpon page are not anonymous endorsed QRpon page are not anonymous mobile web surfers. That is the key.mobile web surfers. That is the key.

QRpon as a serviceQRpon as a service

• QRpon customers could be charged QRpon customers could be charged for traffic generated by the created for traffic generated by the created mobile pages. It is a typical schema mobile pages. It is a typical schema for mobile CMS. Most of them also for mobile CMS. Most of them also use the typical fermium model where use the typical fermium model where some initial level (e.g. 100 view per some initial level (e.g. 100 view per month) is free and anything above month) is free and anything above that is for payment. that is for payment.

Future developmentFuture development

• This service at the moment of posting data This service at the moment of posting data to the social network has got access to the to the social network has got access to the user’s social graph. It means, particularly, user’s social graph. It means, particularly, that we can create output (our confirmation that we can create output (our confirmation page, or badge) depending on the social page, or badge) depending on the social graph’s attributes.graph’s attributes.

• For example, the more friends our customer For example, the more friends our customer has, the more potential readers will see our has, the more potential readers will see our posting. So, the benefits could be increased posting. So, the benefits could be increased for example, etc. And because our final for example, etc. And because our final page (confirmation) is dynamic, we can page (confirmation) is dynamic, we can generate our final screen (confirmation) generate our final screen (confirmation) depending on the social graph data. depending on the social graph data.

Future developmentFuture development

• Loyalty schemas – reuse info about ID’s of Loyalty schemas – reuse info about ID’s of registered users. registered users.

• Open API for QRpon itself – generate Open API for QRpon itself – generate mobile pages right from corporate ERP mobile pages right from corporate ERP systemssystems

• some production (rule based) system used some production (rule based) system used for creating outputs (badges). It could be a for creating outputs (badges). It could be a set of rules (productions) like this:set of rules (productions) like this:

• IF (sex is ‘M’ AND #friends>100) THEN IF (sex is ‘M’ AND #friends>100) THEN (offer package 1) etc.(offer package 1) etc.

Future developmentFuture development

• Rules could dependent on any field from Rules could dependent on any field from social graphsocial graph

• We can easily add probability to the rulesWe can easily add probability to the rules

• There are well know approaches for There are well know approaches for production systems, like Reteproduction systems, like Rete

• Rules could be portable. So they could be Rules could be portable. So they could be copied from project to project and reusedcopied from project to project and reused

ConclusionConclusion

• A new model for advertising in the social A new model for advertising in the social networks - customized check-ins. This model networks - customized check-ins. This model lets businesses provide own forms for posts lets businesses provide own forms for posts in social networks exchangeable for some in social networks exchangeable for some benefits (discounts, gifts, coupons etc.) benefits (discounts, gifts, coupons etc.) without any external communication service without any external communication service as well as own rules for creating such posts. as well as own rules for creating such posts. In this approach check-in records posted as In this approach check-in records posted as exchange for some benefits (e.g., discounts, exchange for some benefits (e.g., discounts, coupons, gifts) playing the role of ad coupons, gifts) playing the role of ad messages. messages.

ConclusionConclusion

• Finally, QRpon model presents mobile Finally, QRpon model presents mobile service that lets any business exchange service that lets any business exchange some benefits for the clients with posting some benefits for the clients with posting (advertising) in the social networks. (advertising) in the social networks.

• This service does not require downloadable This service does not require downloadable mobile applications and based completely mobile applications and based completely on the mobile web (HTML5). And QR-codes on the mobile web (HTML5). And QR-codes let us build a bridge between the virtual let us build a bridge between the virtual world of social networks and traditional world of social networks and traditional retailing. retailing.

• QRpon could be presented as a natural QRpon could be presented as a natural extension for Facebook’s check-ins.extension for Facebook’s check-ins.