mobile commerce – what, how and where? alfio grasso deputy director auto-id lab, adelaide
TRANSCRIPT
Mobile commerce– what, how and where?
Alfio Grasso
Deputy Director
Auto-ID Lab, ADELAIDE
Mobile CommerceWine 2030 10th Nov 2009 2
AUTO-ID LABS Agenda
Mobile Commerce
Retail Shopping Shopping List Store Guide Calorie Counter
Conclusions
Mobile CommerceWine 2030 10th Nov 2009 3
AUTO-ID LABS
Mobile Commerce
Mobile CommerceWine 2030 10th Nov 2009 4
AUTO-ID LABS Mobile Commerce
Mobile Commerce (also known as M-Commerce, mCommerce or U-Commerce [ubiquitous])
Conduct commerce, using a mobile device Mobile phone, a PDA, a smartphone or other
emerging mobile equipment.
Mobile Commerce is any transaction, involving the transfer of ownership or rights to use goods and services, which is initiated and/or completed by using mobile access.
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AUTO-ID LABS Products and services available
Mobile ticketing (bus fares)Mobile vouchers, coupons and loyalty cards (retail)Content purchase and delivery (ring tones)Location-based services (maps)Information services (news, traffic)Mobile bankingMobile brokerage (stocks)Auctions (reverse)Mobile purchase (online)Mobile marketing and advertisingGamblingMedia & Entertainment
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AUTO-ID LABS Origins
1997
Two mobile phone enabled Coca Cola vending machines were installed in the Helsinki area in Finland. Used SMS text messages to send payment to the vending machines. †
†http://en.wikipedia.org/wiki/Mobile_commerce
Retail Shopping
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AUTO-ID LABS Basic Operation
Mobile CommerceWine 2030 10th Nov 2009 9
AUTO-ID LABS Two Projects
Shopping List and Store Guide Three Parts
Assemble the shopping list Locate items in the store Assemble the receipt as goods purchased
Nutrition Information
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AUTO-ID LABS Shopping List
Use a mobile phone to assemble a shopping listWorks by using the camera to image the barcode, and extract the GTIN (Global Trade Identification Number).GTIN is the global unique number that identifies the itemAs items are consumed, the phone is used to create the shopping list
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AUTO-ID LABS Prior to shopping
Bluetooth connection to your mobile phone
Allows review of shopping list, mapping the GTINs to actual product descriptions/photos, using link to GS1’s GS1NET
Additions/Deletions of items, specials, catalogues, etc Possible GTIN printed on catalog
Online check to see if all goods available and in stock at store
Online price check
Mobile CommerceWine 2030 10th Nov 2009 12
AUTO-ID LABS Arriving at the Store
You initiate an application to establish a communication link between your Wi-Fi phone and the store’s Wi-Fi network
Your shopping list is downloaded to the store server
From your communication point, your mobile phone guides you to the first available item
Mobile CommerceWine 2030 10th Nov 2009 13
AUTO-ID LABS Shopping
The phone guides you to an aisle, bay, shelfAs you pick the item, use the camera on the phone to scan the bar code.The item is removed from your list, and its weight and price accumulated, multiple items are scanned, until the next item is displayedAfter scanning, you place the goods ONCE into your reusable bags, next time you touch them is at home!Impulse purchases can be made at any timeOut of stocks are noted, and a similar item is offered, at its locationDeletions (change of mind) can be accommodated
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AUTO-ID LABS
checkouts
Aisle1
Aisle2
Aisle3
Aisle4
Aisle5
Aisle6
Bay 6
Bay 5
Bay 4
Bay 3
Bay 2
Bay 1
entrance
left right
Shelf 4
Shelf 3
Shelf 2
Shelf 1
Assumed Store Layout
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AUTO-ID LABS Assumed Store Layout
checkouts
Aisle1
Aisle2
Aisle3
Aisle4
Aisle5
Aisle6
Bay 6
Bay 5
Bay 4
Bay 3
Bay 2
Bay 1
entrance
left right
Shelf 4
Shelf 3
Shelf 2
Shelf 1
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AUTO-ID LABS Check-Out
Accumulated weight compared with actual weight (multiple bags)
If a match, payment can be effected Cash (ATM like machine) Credit Card eCommerce using phone Loyalty points accumulated
and receipt printed
Nutrition
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AUTO-ID LABS Nutrition Information
GS1 Australia study to see if participants will modify their choices on breads, breakfast cereals, and biscuits once they learn how much salt and saturated fat they contain. While this information is on the package, usually in small print and using numeric codes, this project provides textual and graphical information directly to the mobile phone.
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AUTO-ID LABS Daily Allowances
Just as before, the bar code on the product is scanned (imaged by the mobile phone carrier).
The GTIN is then sent via the service provider to a server, connected to GS1NET
The server returns nutrition information to the mobile phone, based on targetted daily allowances
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AUTO-ID LABS Information to User
Information on Saturated Fats, Sodium, etc are provided Per serve values Per serve percentage of the recommended
daily intake
A simple Red, Yellow, Green traffic light also provides visual information.
Conclusions
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AUTO-ID LABS Conclusions
Both Mobile Commerce applications discussed today, have been developed to a prototype stage.Both to be set up at GS1 Australia’s Supply Chain Knowledge Centre (Vic).There are lots of other Mobile Commerce applications established around the world.Hopefully, in the future our phone may still be used to call a person.References
http://www.gs1.org/docs/mobile/GS1_Mobile_Com_Whitepaper.pdf http://en.wikipedia.org/wiki/Mobile_commerce
