Mobile commerce – what, how and where? Alfio Grasso Deputy Director Auto-ID Lab, ADELAIDE

Mobile Commerce Wine th Nov Agenda Mobile Commerce Retail Shopping Shopping List Store Guide Calorie Counter Conclusions

Mobile Commerce Wine th Nov Mobile Commerce

Wine th Nov 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.

Mobile Commerce Wine th Nov 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 banking Mobile brokerage (stocks) Auctions (reverse) Mobile purchase (online) Mobile marketing and advertising Gambling Media & Entertainment

Mobile Commerce Wine th Nov 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. † †

Retail Shopping

Mobile Commerce Wine th Nov Basic Operation

Mobile Commerce Wine th Nov 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

Mobile Commerce Wine th Nov Shopping List Use a mobile phone to assemble a shopping list Works 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 item As items are consumed, the phone is used to create the shopping list

Mobile Commerce Wine th Nov 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 Commerce Wine th Nov 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 Commerce Wine th Nov Shopping The phone guides you to an aisle, bay, shelf As 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 displayed After 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 time Out of stocks are noted, and a similar item is offered, at its location Deletions (change of mind) can be accommodated

Mobile Commerce Wine th Nov checkouts Aisle 1 Aisle 2 Aisle 3 Aisle 4 Aisle 5 Aisle 6 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

Mobile Commerce Wine th Nov Assumed Store Layout checkouts Aisle 1 Aisle 2 Aisle 3 Aisle 4 Aisle 5 Aisle 6 Bay 6 Bay 5 Bay 4 Bay 3 Bay 2 Bay 1 entrance left right Shelf 4 Shelf 3 Shelf 2 Shelf 1

Mobile Commerce Wine th Nov 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

Mobile Commerce Wine th Nov 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.

Mobile Commerce Wine th Nov 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

Mobile Commerce Wine th Nov 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

Mobile Commerce Wine th Nov 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

Thank you & Questions Alf Grasso (08)