1. IELM, HKUST 2008 Barcode in Hong Kong

2. Outline 8/22/2015 IELM550 Global Manufacturing Introduction Project objective The use of barcode What is missing in Hong Kong Action plan IELM 550 The deliverables 2

3. Introduction[1/2] Barcode A bar code (also barcode) is an optical machine-readable representation of data. barcode: 11-14 digits Different structures E.g. UPC - retail 8/22/2015 IELM550 Global Manufacturing 3

4. Introduction[2/2] HK Barcode GS1 Former Name: The Hong Kong Article Numbering Association Only organization in Hong Kong authorized to issue GS1 and EPC identification numbers for different trading items, locations and parties Member: >1 million companies; 108 member organizations; 150 nations/economies GS1 involves: Industrial forums Industrial Projects Workshops Provision of membership and services to industry 8/22/2015 IELM550 Global Manufacturing 4

5. Project objective Explore the full potential of barcode in retail in Hong Kong and beyond. 8/22/2015 IELM550 Global Manufacturing 5

6. Applications of Barcode in SC[1/3] 8/22/2015 IELM550 Global Manufacturing 6 Barcode used in every stages

7. Applications of Barcode in SC[2/3] 8/22/2015 IELM550 Global Manufacturing SC and inventory tracking and control 7

8. Applications of Barcode in SC[3/3] Ease the checkout of products – UPC Show prices, quantity Stock out Promotion – coupon Barcode coupons can be delivered to cell phones. Customers can redeem them at retail locations using standard barcode scanner. 8/22/2015 IELM550 Global Manufacturing 8

9. Barcode for Consumer[1/5] Tracking products’ information… Internet hyperlink Barcode in Japan 8/22/2015 IELM550 Global Manufacturing 9

10. Barcode for Consumer[2/4] 8/22/2015 IELM550 Global Manufacturing Case 1: food - e.g. allergic to peanut in soy milk (gene) 10 Case 2: medicine - contain heavy metal (e.g. mercury)? In both cases, buyers may want to know more regarding: Origins of raw materials effects of major raw materials Government regulatory materials Allergic reactions/side effects Details of quality checking etc.

11. Barcode for Consumer[3/5] 8/22/2015 IELM550 Global Manufacturing Use barcode to represent personal information of end customers Applications: Buy tickets on cell phones (movie/concert..) Obtain boarding pass Identity Verification 11

12. 8/22/2015 IELM550 Global Manufacturing Buy tickets on cell phones Hong Kong: use credit cards, pay at arrival and obtain tickets US: pay online, print confirmation letter, scan the barcode on the letter, obtain tickets MBO (Mobile Box Office): Pay on cell phone, obtain barcode, scan the phone screen 12 Barcode for Consumer[4/5]

13. 8/22/2015 IELM550 Global Manufacturing Obtain boarding pass Scan barcode from cell phones Identity Verification Identities check before allowing the holder to enter sports arenas, fairgrounds, transportation etc. 13 Barcode for Consumer[5/5]

14. What is missing in HK? All stages of Supply Chain except Consumer Missing: barcode applications for consumer The way for Consumers to get information How to get consumers’ information Consumers: Demand Retailers: Service supply 8/22/2015 IELM550 Global Manufacturing 14

15. Enhancement [1/2] Software Compatible to cell-phone Develop & Update Cost Hardware support Cell phone with camera (Common) Camera resolutions? 8/22/2015 IELM550 Global Manufacturing 15

16. Enhancement [2/2] Network & Telecom support 2G? 3G? 4G? Speed Database Issue Information required by consumers Maintenance & update Accuracy of information? 8/22/2015 IELM550 Global Manufacturing 16

17. GS1 End-user information Identity Verification – “Money Back” card of Park’n Shop E-tickets More cooperation Telecommunication – E-tickets via MMS “.com” – access hyperlink & database Software & hardware – Cell phone or other medium Standard provider & bridge Add more value Consumer More SC information Food content, medicine description Decision making Other parties in SC Feedback of end-user information Consumer behavior 3rd parties Software, Network, database & Cell phone Government Food - Food and Environmental Hygiene Dept. ( 食物環境衞生署 ) Medicine - Hospital Authority ( 醫院管理局 ) Benefits[1/2] 8/22/2015 IELM550 Global Manufacturing 17

18. Benefits[2/2] 8/22/2015 IELM550 Global Manufacturing Supply Chain: Information sharing 18

19. Action plan Potential applications Technology review Expertise Market/Problem identification Survey Data analysis Hardware/software evaluation Design and analysis of experiment Final report Conclusions Improvements 8/22/2015 IELM550 Global Manufacturing 19 Information collecting Internet Site visit Interview with lead users Technology- oriented Retailer Young consumers Expertise GS1 Technological professional Information collecting Internet Site visit Interview with lead users Technology- oriented Retailer Young consumers Expertise GS1 Technological professional

20. Action plan Potential applications Technology review Expertise Market/Problem identification Survey Data analysis Hardware/software evaluation Design and analysis of experiment Final report Conclusions Improvements 8/22/2015 IELM550 Global Manufacturing 20 2 stages Questionnaires 1 st,Potential applications 5 points scale (From want to Not want) Example: 1. Know food origin 2. Know Medicine allergy from package 3. E-ticket on Cell-phone 2 nd, Problem with Selected ones 7 points scale (From strongly disagree to neutral, to strongly agree) Example: 1. I want to have cell-phone with camera 2. I want to know more information about *** by cell-phone at any time. 3. I would search info online before buying. Data analysis Decision making (AHP, Analytical Hierarchy Process) 2 stages Questionnaires 1 st,Potential applications 5 points scale (From want to Not want) Example: 1. Know food origin 2. Know Medicine allergy from package 3. E-ticket on Cell-phone 2 nd, Problem with Selected ones 7 points scale (From strongly disagree to neutral, to strongly agree) Example: 1. I want to have cell-phone with camera 2. I want to know more information about *** by cell-phone at any time. 3. I would search info online before buying. Data analysis Decision making (AHP, Analytical Hierarchy Process)

21. Action plan Potential applications Technology review Expertise Market/Problem identification Survey Data analysis Hardware/software evaluation Design and analysis of experiment Final report Conclusions Improvements 8/22/2015 IELM550 Global Manufacturing 21 Subjects 20 lead users Apparatus Cell-phones with camera Existing identification software Potential product with barcode Existing database support Objective evaluation Speed-accuracy tradeoff Factorial Design Different barcodes (sizes) and resolutions of camera Time and errors Subjective evaluation (User satisfaction) 7 points scale with comments Fromm “Strongly Disagree” to “Neutral”, “to Strongly agree” For example: 1. The barcode is easy to be scanned. 2. The cell-phone is easy to scan 3. The information is enough Subjects 20 lead users Apparatus Cell-phones with camera Existing identification software Potential product with barcode Existing database support Objective evaluation Speed-accuracy tradeoff Factorial Design Different barcodes (sizes) and resolutions of camera Time and errors Subjective evaluation (User satisfaction) 7 points scale with comments Fromm “Strongly Disagree” to “Neutral”, “to Strongly agree” For example: 1. The barcode is easy to be scanned. 2. The cell-phone is easy to scan 3. The information is enough

22. Action plan Potential applications Technology review Expertise Market/Problem identification Survey Data analysis Hardware/software evaluation Design and analysis of experiment Final report Conclusions Improvements 8/22/2015 IELM550 Global Manufacturing 22 Weekly meeting Regular Communication Stanford GS1 Weekly meeting Regular Communication Stanford GS1

23. IELM 550 8/22/2015 IELM550 Global Manufacturing 23 IELM 550

24. v 8/22/2015 IELM550 Global Manufacturing 24

25. International Cooperation 8/22/2015 IELM550 Global Manufacturing Stanford University US Market information Comparison with HK Applications in US Compatibility with HK Further discussion 25

26. The Deliverables 8/22/2015 IELM550 Global Manufacturing A comprehensive final report Description of the goals and expectations Description of present status Demand Identification New applications description Technology review Expertise International (US) market information Usability test Evaluation of existing software and hardware Recommendations for improvements including description of risk and uncertainties Business model with promotion plan Implementation timetable with major milestones Supporting documents 26

27. Overall schedule From Jan 9 th to Mar 20 th, 2009 8/22/2015 IELM550 Global Manufacturing 27

28. Thank you! Q & A 8/22/2015 IELM550 Global Manufacturing 28