conser gs1 mobile com
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GS1 MobileCom:Enabling New Shopping Experiences
Conser Lee
Head of Industry Engagement
GS1 Hong Kong
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities
Agenda
1. GS1 and GS1 MobileCom
2. MobileCom Applications in the region
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities
Who is GS1?
GS1 - a not-for-profit organisation
dedicated to the design and implementation of global standards to improve the efficiency and visibility of supply chains globally and across sectors
�VISION - A world where things and
related information move efficiently and securely for the benefit of businesses and improvement of people’s lives, everyday, everywhere.
The most widely used supply chain standards system in the world
4
GS1 System of Standards
Implementation, Consultancy and Training
Industry Engagement and Adoption
Retail Consumer Goods / Healthcare /Retail Consumer Goods / Healthcare /
Food / Toys / Apparels & Textiles / Food / Toys / Apparels & Textiles / Consumer Electronics/ LogisticsConsumer Electronics/ Logistics
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities
Global reach, local presence
109 Member Organisations.150 countries served.
2,000+ people helping us.
Countries with a GS1 Member Organisation
Countries served on a direct basis from GS1 Global Office (Brussels)
Mobile Phones - Communication
Channel Brings Business and People Closer
•Increasing Phone Penetration - there are over 3 billion mobile phones worldwide. This means that over 40% of the world’s population carries a mobile phone, far more than use a computer or have access to the internet. In many developed countries, mobile phone penetration is above 90% and developing countries are catching up fast.
• More personalised relationships between businesses and consumers are possible via mobile phones.
• Emerging applications and services that add value to physical products and brands and go beyond limits previously imposed (such as extended packaging) already exist today on mobile phones.
• Convergence of different technologies on single devices that are available anywhere and anytime is allowing existing technologies(such as the internet) to evolve and extend their reach even further.
Mobile Services
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities
Mobile
Portals
Mobile
Portals
… but the market is fragmented
Different mobile
barcodes
Different
mobiledevices
Different mobile & internet
networks
Different
informationsources
Questions from brands and retailers: Interoperabilty? Scaleability? Rate of technology change? Technical knowledge? Investment?
WebsitesWebsites
Company
Databases
Company
Databases3rd Party
Databases
3rd Party
Databases
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities
GS1 brings
together
companies
representing
all parts of the
supply chain
GS1: Bringing companies together
Manufacturers, distributors,
retailers, hospitals, transporters,
customs organisations, software
developers, local and international
regulatory authorities, and more
work together under our leadership to create standards
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities
GS1 MobileCom Vision
All consumers have access to trusted product information and related services via their mobile phones.
All stakeholders use GS1 standards to make this possible and so ensure interoperable, scalable and cost-effective applications.
In general, collaborative Mobile Commerce applications are enabled by an open infrastructure.
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities
MobileCom Steering Committee:
Who is GS1 MobileCom Group today ?
Australia
Austria
Belgium
& Lux.
Canada
Chile
China
Costa Rica
Croatia
Czech Republic
Egypt
Finland
Germany
Hungary
India
Italy
Korea
Latvia
Malaysia
Mexico
Netherlands
Panama
Poland
Russia
Singapore
Spain
Sweden
Switzerland
Taiwan
Tunisia
UK
US
Some of the 200+ Companies Involved Other GS1 Member Organisations Involved
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities 12
What has been developed?
Feb 2008
MobileCom
White Paper
Dec 2008
Extended
Packaging
Feasibility Study
Sept 2008
Position Paper
on Data Carrier
for Mobile
Commerce
Feb 2009
Extended
Packaging
Pilot Handbook
Jan 2010
Mobile In Retail
White Paper
http://www.gs1.org/mobilehttp://www.gs1.org/mobile
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities
MobileCom Applications in the Region
MobileCom Applications in the Region
•Australia
• GoScan
•Hong Kong
• Mobile BarcodePlus
•Japan
• eGift
•Korea
• Price Comparison
•Malaysia
• Halal Food Portal
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities
GoScan
GoScan1 iPhone application developed in collaboration with Deakin University and Nestle
•Database extract from GS1net of Nestle items, supplemented with
allergen information from Nestle
•Data re-hosted at Deakin University, with view to move infrastructure
to GS1 Australia
•Deakin develops iPhone app as proof of concept
Aim:
•To develop an iPhone app to display extended packaging
information as a basis for future attribute data being displayed.
•To aid research into evaluating consumers perceptions of the
usefulness and ease of use of the technology and examine consumer’s
behaviour on their purchasing choices.
•To provide learnings to GS1 Australia
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities
GoScan Data Flow
GS1 NET CatalogueExtract of Nestle GTINs
Nutritional DB
Smart Phone
Product Router
Proxy Server
Carrier
Security Layer
Nutritional Info
Customer MobileApplicationWidget
QSN TechnologiesBarcode Reader
TelcoInfrastructure
Acratus
DeakinUniversity
Look Up Service
Stastistic
Telco
GS1 Australia
Modified Red Laser app to GS1Au specifications
User
SupplementaryData – Nestle GTINsWith Allergenic Data
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities
� Engage GO@L (Association
of Green, Organic at Living) to
provide more value added
information /solutions via
mobile BarcodePlus (ie
extend the packaging information on mobile phone)
� Product authentication Information
� Product Registration for Bonus Point redemption
� Mobile Coupon
Retail Application – Using iPhone
Check Extended Packaging Information
Enter GTIN
Scan Barcode
Show detail Product
Information
Open Application
Extended Packaging Information
Photo Gallery
Product Image
Advertisement
Extended Information
Use/Function/Nutrition
Allergy/Recipe
Basic Information
Product Category
Name/Description
Product Registration& Bonus Point
Open Application
Login
Enter GTIN
Scan Barcode
Register Product & Gain Bonus
Point
Mobile Coupon
Open Application
Check Available Coupon
Check Coupon
Redemption History
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities
Gift Sender Gift Recipient
�download eGift’s URL
�send eGift’s URL via mobile mail
POS scanning(1D Bar code)
�visit to shop
�get goods free
(just like a free coupon)
� purchase eGift by
mobile billing
Information provider
Payment servicer
no membership entryno mobile wallet
ONLY receive eGift by own mobile phone,
It’s very convenient
Seven-Eleven (over 12,000 stores)
Server
(Retailer)
Retail Application – Mobile Gift Coupon
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities
Retail Application – Price Comparison
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities
<KorEANnet Mobile API Service>
6 months’ work plan:•GS1 Korea smartphone application that will link GTINs and manufacturers mobile websites is being planned.
KoreanNetLink
KoreanNetLink
Mobile
APP
MOBILE
API
1. Scan Barcode
4. Result
(Price Comparison)
Mobile ServiceDB
2. Request Barcode No
3. Barcode No
6. Product Information*
PriceDB
BarcodeRegistration Campaign
[Vendor]
5. Product information
with Barcode No
[Smartphone User]
* When the product is not
registered in KorEANnet
Major internet Portals
GS1 Global Forum 2010 - From vision to action, GS1 united for new opportunities
Retail Application – e-Halal Portal Authentication of Halal Status
Verify halal products via SMS or Internet uisng GTINs as product ID
Via SMS
• Key in Halal 955 6041601597
• Send to 32728 [DAPAT]
• Information received from JAKIM’s
database on halal status of product
Via Internet
• www.halaljakim.gov.my
• Click on eJakim, click on “Carian Bagi Produk
Halal” [Search for Halal Products]
• Click on any of the icon Bar Code; Diskripsi
[Description] or Syarikat [Company], depending on
whether search is by GTIN, description or company
• Information on expiry date of halal certification and
validity status of certificate will be given
Thank You