gs1 mobile com_intro
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TRANSCRIPT
© 2008 GS1
How to use these slides
These slides give background information and current
status about the GS1 Mobile Com initiative:
• Slides 4 – 11: GS1 and Mobile Commerce: why is GS1
involved in Mobile Commerce?
• Slides 12 – 27: GS1 Mobile Com Group: what are the
activities and achievements of the group?
• Slides 28 – 37: Extended Packaging: what is the Extended
Packaging Project
Outcomes
• Get you up to speed on GS1 Mobile Com
• Engage you in activities moving forward
© 2008 GS1
Get involved!
• GS1 is looking for participation from manufacturers,
retailers, mobile operators and handset manufacturers
• Join the GS1 Mobile Com group to participate in
defining interoperable solutions to connect your
business with consumers
• To get involved contact Joe Horwood at
[email protected] or at +32 473 33 47 85
© 2008 GS1
How did this start?
Two trends:
1. Changing technology possibilities
2. Changing consumer needs
© 2008 GS1
Changing technology possibilities
• Mobile phones can
read bar codes
(and RFID tags)
• Mobile phones can
connect to the
internet
© 2008 GS1
Changing consumer needs
• Less easy to target
using traditional means
• Less willing to be
targeted by traditional
means
• More willing to trust
peers that
organisations
• Increased channels to
get information
© 2008 GS1
Evolution of proprietary tools and lack of
standards make it more complex and costly
RFID Tag
I D E N T I F I C A T I O N
M O B I L E
D E V I C E S
S E R V I C E S & C O N T E N T
Mobile
Portals
Company
Portals &
Services
Agencies
& Providers
N E T W O R K
P R O V I D E R S
© 2008 GS1
GS1 can help
• GS1 is well placed to facilitate
process of standards
development and guidelines
• GS1 has over 30 years of
experience in standards
development and supporting
implementation
• GS1 understands the value chain
• GS1 knows how to manage
communities of users to create
open standards that benefit all
© 2008 GS1
GS1: an overview
• 30 years of experience
• Over 100 local offices representing all points in the supply chain
• Over a million companies doing business across 145 countries
• Over 20 represented sectors (FMCG, healthcare, transport, defence…)
• Over 5 billion transactions a day
A fully integrated global organisation, GS1 was formed in
early 2005 from the joining of EAN International and the
Uniform Code Council (UCC).
GS1 is the most widely used
supply chain standards system in the world.
© 2008 GS1
GS1: a broad portfolio
Global standards for electronic business messaging Rapid, efficient & accurate business data exchange
The environment for global data synchronisation Standardised, reliable data for effective business transactions
Global standards for automatic identification Rapid and accurate item, asset or location identification
Global standards for RFID-based identification More accurate, immediate and cost effective visibility of information
© 2008 GS1
GS1 Mobile Com Group
The GS1 Mobile Com Group is a global forum with all
stakeholders interested in understanding the
opportunities of using mobile devices in the supply and
demand chain and in providing an open infrastructure
and standards to support innovations in this area.
Scope • Business to Consumer applications
• Business to Business applications
• Reading bar-codes (1D and 2D) and RFID with mobile phones
• Collecting and accessing structured data with mobile phones
• Global
© 2008 GS1
Building the market place
• Understand the business cases
• Provide an open infrastructure • Simple
• Neutral
• Cost effective
• Create momentum • Managing the community
• Support innovation
• Pervasiveness of the technology
• Facilitate user adoption • Information and education
• Support implementation
• Manage the impact (packaging, consumers…)
© 2008 GS1
GS1 Mobile Com Group participants
• Manufacturers
• Retailers
• Wholesalers/distributors
• Handset suppliers
• Mobile network operators
• Solution providers
• Regulators
• Research centers
• GS1 Member Organisations
© 2008 GS1
GS1 Mobile Com Workgroup
Retailers
Ahold
Carrefour
Markant
Maxima
Metro
Migros
Rewe
Wegman’s
Manufacturers
3M
Ajinomoto
J&J Consumer
Kao
Kraft
Loréal
Merck
Nestlé
P&G
Smuckers
Unilever
Mobile Industry
Ericsson
Motorola
Nokia
Orange
MMA
GSMA
© 2008 GS1
Guiding principles
• Make it simple to use for the consumer • Integrate barcodes and RFID reading as a usual function in mobile
phones
• Ensure users and the industry business requirements are taken into
account by providers and handset suppliers
• Minimize the cost of technical investment • Ensure standards for key identifiers, bar-codes, RFID and data
exchange are available for all stakeholders in mobile commerce
© 2008 GS1
Achievements
• Kick-off - June 2007
• Physical Meeting Tokyo - November 2007
• White Paper Publication - February 2008
• Launch Extended Packaging Workgroup – June 2008
www.gs1.org/mobile/
© 2008 GS1
B2C applications and the purchase
cycle
© 2008 GS1
6 key business applications
• Extended Packaging
• Digital Content Purchase & Delivery
• Mobile Coupons
• Authentication
• Re-ordering (Mobile EDI)
• Mobile Self-scanning
© 2008 GS1
Generic scenario
GS1 ID
Keys
GS1
BarCodes +
EPC tags
GEPIR
GDSN
ONS
GDSN
EPCIS GS1 XML
messaging
© 2008 GS1
White Paper recommendations:
Technical
• Use GS1 keys to identify objects
• Encode GS1 keys in bar codes and RFID tags
• Use existing bar codes on products as an entry
point for product information
• Mobile phones should be able to read 1d and 2d
bar codes out of the box
• Mobile phones should be able to read EPC RFID
tags on products
• When building systems to support mobile
technologies, companies should use existing
infrastructure to link to product information and
added value services.
© 2008 GS1
White Paper recommendations:
Non-technical
The industry should …
• Focus on the six business applications defined in
the White Paper
• Ensure clear consumer information
• Ensure that legal aspects are well-researched
© 2008 GS1
What’s happening today?
• Focus on Extended Packaging • Detailed business requirements gathering
• Subgroups established to support project
• Awareness-raising amongst core stakeholders • On-boarding of existing users of GS1 standards
• Outreach to mobile industry
• Partnerships with industry associations
© 2008 GS1
GS1 Mobile Com subgroups I
• Extended Packaging
Guidelines and pilot developed for extended packaging business application.
Leader: Vanderlei Santos (Nestlé).
• ID and Data Carriers – bar codes
GS1 standards are used for mobile enabled 1D and 2D barcodes.
Leader: Cédric Houlette (GS1 France).
• Information Pools
GS1 Data Pools and messaging standards are leveraged to the
maximum for product information.
Leader: Antonio Salto (Kraft).
• POS
In-store services and POS systems are able to read GS1 barcodes and
EPCglobal RFID tags from mobile phones.
Leader: Olivier Raynal (Carrefour).
• Consumer Behaviour
Get consumer insight and market trends information to group. Leader:
Jean Berberich (P&G)
© 2008 GS1
GS1 Mobile Com subgroups II
• Support groups
• Handsets/Operators
All handsets worldwide read GS1 barcodes and EPCglobal RFID tags.
Leader: Khurram Hamid (P&G).
• Communications
Communicate effectively about activities of group
Leader: Kerstin Nettekoven (BT)
• Groups not currently active
• IDs and Data Carriers – RFID
GS1 standards are used for mobile enabled RFID
Leader: Dipan Anarkat (GS1 Global Office)
• Payment
Mobile payment providers are aware that GS1 standards exist and can
be used. Leader: Vanderlei Santos, Nestlé.
© 2008 GS1
GS1
Mobile
Com
ID + Data
Carrier
Barcodes
Handset &
Operators
RFID
Consumer
behaviour
Information pools /
Hubs / Messaging /
Content Providers
POS
Equipment
Payment
Communication /
PR / Education
Principles:
- Interoperability
- Consumer privacy Extended
Packaging
Support Extended Packaging 08/09 Outreach
Not currently active
Main Business App 08/09
GS1 Mobile Com subgroups:
alternate view
© 2008 GS1
What is Extended Packaging
Key concept: consumers access additional information
about products through their mobile phone
Background information: GS1 Mobile Com White
Paper (www.gs1.org/mobile/) pages 24 - 27.
Product Consumer Network
Provider
Information
Provider
© 2008 GS1
A typical consumer
Is this product
safe?
Will this product be
what I expect?
Am I paying the
right price?
This product contains
no allergens
This is what the
product will be like
There’s a reduction
available
Trust
Value
Trial
© 2008 GS1
In scope
* Product packaging (identifiers used, barcode symbols
used, print quality, symbol placement)
* Consumer experience (product interaction,
information retrieval and display on mobile phone)
* Information exchange (end-consumer request details
(geography/location, demography, context, data
exchange protocols)
* Information storage (product information types,
granularity (unique products, classes of products),
other relevant information related to the product
(recipes, first-aid etc.), brand information,
localization/internationalization)
© 2008 GS1
Out of scope
• Mobile couponing
• Product authentication
• Text to audio
• Services
• Location-based services
• Security
© 2008 GS1
Types of information that could be
delivered by extended packaging I
Certification/Compliance
Organic
Ingredients
Source/Origin
Kosher/Halal
Carbon/Environment
Ethical/Fair Trade
Traceability
Counterfeit/Authentication
Health/Wellness
Allergens
Nutrition
Poison
Compatibility
Target (e.g. children under 2)
Advice/Guidelines/Coaching
How to use
Recipes
Recycling
Recommendations
Best usage reminders (e.g. take every
3 hours)
Services
Customer satisfaction
Guarantee/Warranty
Customer Service
Loyalty
Where to buy
How to find in store
Community
Who is using
Also bought
Opinions/Ratings
Reviews
Price comparison
Budgeting
Feature comparison
Conversions (metric/imperial)
Other
Games
Promotions
Accessibility (e.g. blind)
Personalized vs. generic
Before/during/after sales
Delivery method: video / audio /
text
© 2008 GS1
Types of information that could be
delivered by extended packaging II
Packaging Type
1) Primary
2) Secondary
3) Pallet
Product type
1) Raw material handling
2) In Proceess Goods
3) Finished goods
Type of information
Info about the item
1) Ingredients/formulation
2) Calories
3) Where manufactured
4) Value proposition
5) Allergens
6) GMO
7) Current Promotions
8) Brand essence
9) Recalls
10) Pricing
11) Promotion
12) Nutrition
13) Pedigree
14) Size
15) In-store navigation
What can I do w/ the product
1) How to use
2) Recipes
3) Cooking tips
4) How to dispose
5) Alternate uses
Lifestyle info
1) Budgeting
2) Health & wellness
3) Party planning
4) Food pairing
5) Seasonal
6) Cooking tips/education
Consumer info
1) Location
2) Demographics
3) Preferences
4)Insights
5) Orders
Services
© 2008 GS1
Types of information that could be
delivered by extended packaging III
Type of content
1) Local Text
2) Local Picture
3) Local Video
4) Web text
5) Web Pictures
6) Web Video Streaming
7) Web Video Downloaded
Location
1) In transit
2) On-shelf
3) At home
4) On-the-go
Consumer segments
1) All consumers
2) Specific info for specific segments
3) 1-to-1 marketing
4) Loyalty program participant OR not
5) Heavy, medium, or light user
Delivery method for mobile
© 2008 GS1
Q1 2009
Business Requirements Guideline/Solutions Pilot Gap Analysis Additional Standards CRs
Q4 2008 Q3 2008 Q2 2009 Q3 2009
Extended Packaging Timeline
Draft
Guideline
Final Guideline +
Pilot report + gap
analysis + next
phase plan
© 2008 GS1
Get involved in the Extended
Packaging work group!
• GS1 is looking for participation from manufacturers,
retailers, mobile operators and handset manufacturers
• To get involved contact Cameron Green at