Intro & Update

neversinkhurriedMobile - Wireless

Nov 12, 2013 (3 years and 9 months ago)

250 views

GS1 Mobile Com

Intro & Update

September 2008

© 2008 GS1

How to use these slides

These slides give background information and current
status about the GS1 Mobile Com initiative:


Slides 4


11: GS1 and Mobile Commerce: why is GS1
involved in Mobile Commerce?


Slides 12


27: GS1 Mobile Com Group: what are the
activities and achievements of the group?


Slides 28


37: Extended Packaging: what is the Extended
Packaging Project


Outcomes


Get you up to speed on GS1 Mobile Com


Engage you in activities moving forward

© 2008 GS1

Get involved!


GS1 is looking for participation from manufacturers,
retailers, mobile operators and handset manufacturers


Join the GS1 Mobile Com group to participate in
defining interoperable solutions to connect your
business with consumers


To get involved contact Joe Horwood at
joe.horwood@gs1.org

or at +32 473 33 47 85

GS1 and Mobile
Commerce

Why is GS1 involved in Mobile
Commerce?


© 2008 GS1

How did this start?

Two trends:


1.
Changing technology possibilities

2.
Changing consumer needs

© 2008 GS1

Changing technology possibilities


Mobile phones can
read bar codes
(and RFID tags)


Mobile phones can
connect to the
internet

© 2008 GS1

Changing consumer needs


Less easy to target
using traditional means


Less willing to be
targeted by traditional
means


More willing to trust
peers that
organisations


Increased channels to
get information

© 2008 GS1

Evolution
of proprietary tools and lack of
standards make it more complex and costly

RFID Tag

I

D

E

N

T

I

F

I

C

A

T

I

O

N

M

O

B

I

L

E


D

E

V

I

C

E

S

S

E

R

V

I

C

E

S


&


C

O

N

T

E

N

T

Mobile

Portals

Company

Portals &

Services

Agencies

& Providers

N

E

T

W

O

R

K


P

R

O

V

I

D

E

R

S

© 2008 GS1

GS1 can help


GS1 is well placed to facilitate
process of standards
development and guidelines


GS1 has over 30 years of
experience in standards
development and supporting
implementation


GS1 understands the value chain


GS1 knows how to manage
communities of users to create
open standards that benefit all

© 2008 GS1

GS1: an overview


30

years of experience


Over

100

local offices representing
all points

in the
supply chain


Over a
million

companies doing business across

145

countries


Over
20

represented sectors (FMCG, healthcare,
transport, defence…)


Over
5

billion

transactions a day

A fully integrated global organisation, GS1 was formed in
early
2005

from the joining of EAN International and the
Uniform Code Council (UCC).

GS1 is the most widely used

supply chain standards system in the world.

© 2008 GS1

GS1:
a
broad
portfolio

Global standards for electronic business messaging

Rapid, efficient & accurate business data exchange

The environment for global data synchronisation

Standardised, reliable data for effective business transactions

Global standards for automatic identification

Rapid and accurate item, asset or location identification

Global standards for RFID
-
based identification

More accurate, immediate and cost effective visibility of information

GS1 Mobile Com
Group

What are the activities and
achievements of the group?


© 2008 GS1

GS1 Mobile Com Group

The GS1 Mobile Com Group is a global forum with all
stakeholders interested in
understanding the

opportunities
of using mobile devices in the supply and
demand chain and in
providing an

open infrastructure

and standards to support innovations in this area.



Scope


Business to Consumer applications


Business to Business applications


Reading bar
-
codes (1D and 2D) and RFID with mobile phones


Collecting and accessing structured data with mobile phones


Global

© 2008 GS1

Building the market place


Understand the business cases


Provide an open infrastructure


Simple


Neutral


Cost effective


Create momentum


Managing the community


Support innovation


Pervasiveness of the technology


Facilitate user adoption


Information and education


Support implementation


Manage the impact (packaging, consumers…)


© 2008 GS1

GS1 Mobile Com Group participants


Manufacturers


Retailers


Wholesalers/distributors


Handset suppliers


Mobile network operators


Solution providers


Regulators


Research centers


GS1 Member Organisations

© 2008 GS1

GS1 Mobile Com Workgroup

Retailers

Ahold

Carrefour

Markant

Maxima

Metro

Migros

Rewe

Wegman’s

Manufacturers

3M

Ajinomoto

J&J Consumer

Kao

Kraft

Loréal

Merck

Nestlé

P&G

Smuckers

Unilever

Mobile Industry

Ericsson

Motorola

Nokia

Orange

MMA

GSMA


© 2008 GS1

Guiding principles


Make it simple to use for the consumer


Integrate barcodes and RFID reading as a usual function in mobile
phones


Ensure users and the industry business requirements are taken into
account by providers and handset suppliers



Minimize the cost of technical investment


Ensure standards for key identifiers, bar
-
codes, RFID and data
exchange are available for all stakeholders in mobile commerce

© 2008 GS1

Achievements


Kick
-
off
-

June 2007


Physical Meeting Tokyo
-

November 2007


White Paper Publication
-

February 2008


Launch Extended Packaging Workgroup


June 2008

www.gs1.org/mobile/

© 2008 GS1

B2C applications and the purchase
cycle

© 2008 GS1

6 key business applications


Extended Packaging


Digital Content Purchase & Delivery


Mobile Coupons


Authentication


Re
-
ordering (Mobile EDI)


Mobile Self
-
scanning

© 2008 GS1

Generic scenario

GS1 ID
Keys

GS1
BarCodes +
EPC tags

GEPIR

GDSN

ONS

GDSN

EPCIS

GS1 XML
messaging

© 2008 GS1

White Paper recommendations:
Technical


Use GS1 keys to identify objects


Encode GS1 keys in bar codes and RFID tags


Use existing bar codes on products as an entry
point for product information


Mobile phones should be able to read 1d and 2d
bar codes out of the box


Mobile phones should be able to read EPC RFID
tags on products


When building systems to support mobile
technologies, companies should use existing
infrastructure to link to product information and
added value services.

© 2008 GS1

White Paper recommendations:

Non
-
technical

The industry should





Focus on the six business applications defined in
the White Paper


Ensure clear consumer information


Ensure that legal aspects are well
-
researched

© 2008 GS1

What’s happening today?


Focus on Extended Packaging


Detailed business requirements gathering


Subgroups established to support project


Awareness
-
raising amongst core stakeholders


On
-
boarding of existing users of GS1 standards


Outreach to mobile industry


Partnerships with industry associations


© 2008 GS1

GS1 Mobile Com subgroups I


Extended Packaging

Guidelines and pilot developed for extended packaging business application.

Leader: Vanderlei Santos (Nestlé).


ID and Data Carriers


bar codes

GS1 standards are used for mobile enabled 1D and 2D barcodes.

Leader: Cédric Houlette (GS1 France).


Information Pools



GS1 Data Pools and messaging standards are leveraged to the
maximum for product information.

Leader: Antonio Salto (Kraft).


POS


In
-
store services and POS systems are able to read GS1 barcodes and
EPCglobal RFID tags from mobile phones.

Leader: Olivier Raynal (Carrefour).


Consumer Behaviour

Get consumer insight and market trends information to group. Leader:
Jean Berberich (P&G
)

© 2008 GS1

GS1 Mobile Com subgroups II


Support groups


Handsets/Operators


All handsets worldwide read GS1 barcodes and EPCglobal RFID tags.

Leader: Khurram Hamid (P&G).


Communications

Communicate effectively about activities of group


Leader: Kerstin Nettekoven (BT)


Groups not currently active


IDs and Data Carriers


RFID



GS1 standards are used for mobile enabled RFID


Leader: Dipan Anarkat (GS1 Global Office)


Payment

Mobile payment providers are aware that GS1 standards exist and can
be used. Leader: Vanderlei Santos, Nestlé.

© 2008 GS1

GS1

Mobile

Com

ID + Data

Carrier

Barcodes

Handset &

Operators

RFID

Consumer

behaviour

Information pools /

Hubs / Messaging /

Content Providers

POS

Equipment

Payment

Communication /

PR / Education

Principles:

-

Interoperability

-

Consumer privacy

Extended

Packaging

Support Extended Packaging 08/09

Outreach

Not currently active

Main Business App 08/09

GS1 Mobile Com subgroups:

alternate view

Extended Packaging

© 2008 GS1

What is Extended Packaging

Key concept
: consumers access additional information

about products through their mobile phone


Background information
: GS1 Mobile Com White
Paper (
www.gs1.org/mobile/
) pages 24
-

27.



Product

Consumer

Network

Provider

Information

Provider

© 2008 GS1

A typical consumer

Is this product
safe?

Will this product be
what I expect?

Am I paying the
right price?

This product contains
no allergens

This is what the
product will be like

There’s a reduction
available

Trust

Value

Trial

© 2008 GS1

In scope

*
Product packaging

(identifiers used, barcode symbols
used, print quality, symbol placement)

*
Consumer experience

(product interaction,
information retrieval and display on mobile phone)

*
Information exchange

(end
-
consumer request details
(geography/location, demography, context, data
exchange protocols)

*
Information storage

(product information types,
granularity (unique products, classes of products),
other relevant information related to the product
(recipes, first
-
aid etc.), brand information,
localization/internationalization)



© 2008 GS1

Out of scope


Mobile couponing


Product authentication


Text to audio



Services


Location
-
based services


Security


© 2008 GS1

Types of information that could be
delivered by extended packaging I

Certification/Compliance

Organic

Ingredients

Source/Origin

Kosher/Halal

Carbon/Environment

Ethical/Fair Trade

Traceability

Counterfeit/Authentication


Health/Wellness

Allergens

Nutrition

Poison

Compatibility

Target (e.g. children under 2)


Advice/Guidelines/Coaching

How to use

Recipes

Recycling

Recommendations

Best usage reminders (e.g. take every
3 hours)

Services

Customer satisfaction

Guarantee/Warranty

Customer Service

Loyalty

Where to buy

How to find in store


Community

Who is using

Also bought

Opinions/Ratings

Reviews


Price comparison

Budgeting

Feature comparison

Conversions (metric/imperial)

Other


Games

Promotions

Accessibility (e.g. blind)

Personalized vs. generic

Before/during/after sales

Delivery method: video / audio /
text

© 2008 GS1

Types of information that could be
delivered by extended packaging II

Packaging Type

1) Primary

2) Secondary

3) Pallet


Product type

1) Raw material handling

2) In Proceess Goods

3) Finished goods


Type of information

Info about the item

1) Ingredients/formulation

2) Calories

3) Where manufactured

4) Value proposition

5) Allergens

6) GMO

7) Current Promotions

8) Brand essence

9) Recalls

10) Pricing

11) Promotion

12) Nutrition

13) Pedigree

14) Size

15) In
-
store navigation

What can I do w/ the product

1) How to use

2) Recipes

3) Cooking tips

4) How to dispose

5) Alternate uses


Lifestyle info

1) Budgeting

2) Health & wellness

3) Party planning

4) Food pairing

5) Seasonal

6) Cooking tips/education


Consumer info

1) Location

2) Demographics

3) Preferences

4)Insights

5) Orders


Services


© 2008 GS1

Types of information that could be
delivered by extended packaging III

Type of content

1) Local Text

2) Local Picture

3) Local Video

4) Web text

5) Web Pictures

6) Web Video Streaming

7) Web Video Downloaded


Location

1) In transit

2) On
-
shelf

3) At home

4) On
-
the
-
go



Consumer segments

1) All consumers

2) Specific info for specific segments

3) 1
-
to
-
1 marketing

4) Loyalty program participant OR not

5) Heavy, medium, or light user


Delivery method for mobile


© 2008 GS1

Q1 2009



Business Requirements


Guideline/Solutions


Pilot


Gap Analysis


Additional Standards CRs





Q4 2008

Q3 2008

Q2 2009

Q3 2009

Extended Packaging Timeline

Draft
Guideline

Final Guideline +
Pilot report + gap
analysis + next
phase plan

© 2008 GS1

Get involved in the Extended
Packaging work group!


GS1 is looking for participation from manufacturers,
retailers, mobile operators and handset manufacturers


To get involved contact Cameron Green at
cameron.green@gs1.org