1. GS1 Industry & Standards Event 26-30 September 2011 Cologne, Germany Creating value together with global standards Extended Packaging and the Trusted Source of Data 1200 Thursday (29 Sept, 2011) Cameron Green (GS1 Global) Arne Dicks (GS1 Germany)

2. © 2011 GS1 Anti-Trust Caution GS1 and the GSMP operate under the GS1 anti-trust caution. Strict compliance with anti-trust laws is and always has been the policy of GS1. The best way to avoid problems is to remember that the purpose of the committee is to enhance the ability of all industry members to compete more efficiently. This means: – There shall be no discussion of prices, allocation of customers, or products, etc. – If any participant believes the group is drifting towards an impermissible discussion, the topic shall be tabled until the opinion of counsel can be obtained. –The full anti-trust caution is available in the Community Room if you would like to read it in its entirety 2

3. © 2011 GS1 Meeting Etiquette Meetings will begin promptly at designated start times Avoid distracting behavior: Place all mobile devices on silent mode Avoid cell phones Avoid sidebar conversations Speak in turn and be respectful of others Be collaborative in support of the meeting objectives

4. Global B2C Strategy Cameron Green (GS1 Global)

5. © 2011 GS1 5 What is Extended Packaging? Consumer/Product Mobile phone Brand/Retailer Key concept: Consumers access to trusted product information or related services via their mobile phone A consumer has a question about a product they are buying. They use their mobile phone to interact with the pack. They receive the answer from a trusted source

6. © 2011 GS1 GS1 Solutions: Data Carrier Standard Need for global standards for keys and data carriers GS1 Extended Packaging Carrier Standard: - EAN/UPC continues to be the primary - A GS1 2D (QR code) ensures a better consumer experience and Access to TRUSTED SOURCE of DATA

7. © 2011 GS1 GS1 Solutions: Trusted Source of Data Network Applications need access to information Brands want to provide accurate product data GS1 Trusted Source of Data Network Application providers have easy access authentic and accurate product information GS1 Trusted Source of Data Network Brands can provide accurate product data to all 3 rd party applications used by consumers

8. © 2011 GS1 Next Steps: Data Carrier Standard -Publish Standard on GS1 Website -Educate Brands and Application Providers -Develop best practices for: -How to mark product packaging -Barcode optimisation -Linkage to Trusted Source of Data Project

9. © 2011 GS1 Next Steps: Trusted Source of Data -Focus on Nutrition -Demonstrate and gain brand and application provider commitment -Complete Global Pilot Consumer Need Nutrition Label on Package GDSN Nutritional Attributes

10. GS1 Germany B2C Arne Dicks (GS1 Germany)

11. © 2011 GS1 Relevance of barcode scanning - Extended Packaging in Germany Market leader in Germany has more than 3,5 Mio. downloads

12. © 2011 GS1 Structure of MobileCom in Germany Steering Committee 3 Board members: Michael Busch, Douglas Holding AG Jochen Rackebrandt, Kraft Foods Europe GmbH Markus Tkotz, Markant Handels und Service GmbH Steering Committee 3 Board members: Michael Busch, Douglas Holding AG Jochen Rackebrandt, Kraft Foods Europe GmbH Markus Tkotz, Markant Handels und Service GmbH Advisory Board Frank Rehme, Metro AG Dorit Borchard, Procter & Gamble Advisory Board Frank Rehme, Metro AG Dorit Borchard, Procter & Gamble Working groups - Extended Packaging - Mobile Couponing - Mobile Payment Working groups - Extended Packaging - Mobile Couponing - Mobile Payment

13. © 2011 GS1 WG Extended Packaging – Goals / Milestones Goals: Creating a recommendation for Extended Packaging for selected use cases, taking legal issues (eg liability risks) into account Milestones: 1.creating a recommendation for Extended Packaging for selected use cases, taking legal issues (eg liability risks) into account 2.Process of providing the data taking existing infrastructures into account 3.Piloting the Use Cases Status: Challenge:  Clarification of legal issues

14. © 2011 GS1 EU parliament rules for uniform food labeling The energy content and amounts of fat, saturated fat, carbohydrates, sugars, protein and salt must all be stated in a legible tabular form on the packaging together and in the same field of vision. All this information has to be expressed per 100g or per 100ml. It may also, in addition, be expressed per portion. Alcoholic beverages Information on allergens must be given for non-packaged foods Alcoholic beverages Trans-fatty acids

15. © 2011 GS1 Development of the WG activities The WG is on track except for clarifying the legal framework Information Profile and Use Cases TSD Infrastructur and Pilot / Demo Milestone 1 Milestone 2/3/4 Milestone 1 Legal issues

16. © 2011 GS1 Status Pilot B2C in Germany Barcoo is already connected to SA2 Worldsync Suppliers are contacted that can deliver additional product data through GDSN Legal Issues are addressed to the members of the board Demos realized for fairs and Conferences (ECR Tag) ECR Tag combination between mobile Couponing and Extended Packaging – 80% of the attendees participated!

17. Contact Details GS1 Global Office Avenue Louise 326, bte 10 B-1050 Brussels, Belgium T + 32 2 788 78 00 W www.gs1.org