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GS1 Mobile Com
Lunch & Learn
© 2008 GS12
Overview
1. What is GS1 Mobile Com about?
2. How are users responding to the challenge of mobile?
3. What GS1 standards are needed?
© 2008 GS13
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 GS14
Purchase decisions / shopper dialogue
© 2008 GS15
Mobile phones in context
© 2008 GS16
Mobile phone functionality
© 2008 GS17
Mobile Commerce is already happening
April 2, 2008: Amazon.com Launches ''Amazon TextBuyIt,'' Making It Fast and Easy for Customers to Shop and Buy on Amazon.com Using Text Messages
© 2008 GS18
GS1 Mobile Com Workgroup
Retailers
Ahold
Carrefour
Kao
Markant
Maxima
Metro
Migros
Rewe
Tesco
Walmart
Wegman’s
Manufacturers
3M
Ajinomoto
Hudora
J&J Consumer
Kraft
Loréal
Merck
Nestlé
P&G
Pfizer
Smiths Medical
Smuckers
Unilever
Mobile Industry
Ericsson
Motorola
Motorola
Nokia
Orange Labs
Proximus
T-Mobile
GSMA
MMA
© 2008 GS19
GS1 Mobile Com Workgroup
GS1 Member Organisations
GS1 Albania
GS1 Australia
GS1 Austria
GS1 China
GS1 Colombia
GS1 Croatia
GS1 Czech Republic
GS1 Finland
GS1 France
GS1 Germany
GS1 Hong Kong
GS1 Hungary
GS1 India
GS1 Iran
GS1 Italy
GS1 Japan
GS1 Korea
GS1 Netherlands
GS1 New Zealand
GS1 Poland
GS1 Russia
GS1 Serbia
GS1 Slovenia
GS1 Spain
GS1 Sweden
GS1 Switzerland
GS1 Taiwan
GS1 Tunisia
GS1 UK
GS1 US
GS1 Uzbekistan
© 2008 GS110
Achievements
• Kick-off June 2007• Physical Meeting Tokyo November 2007• White Paper Publication February 2008
www.gs1.org/mobile/
© 2008 GS111
B2C applications and the purchase cycle
© 2008 GS112
6 key business applications
• Extended Packaging• Digital Content Purchase & Delivery• Mobile Coupons• Authentication• Re-ordering (Mobile EDI)• Mobile Self-scanning
© 2008 GS113
Generic scenario
GS1 ID Keys
GS1 BarCodes +
EPC tags
GEPIRGDSN
ONS
GDSN
EPCISGS1 XML
messaging
© 2008 GS114
Evolution of proprietary tools and lack of standards make it more complex and costly
RFID Tag
IDENTIFICATION
MOBILE
DEVICES
SERVICES
&CONTENT
Mobile
Portals
Company
Portals &
Services
Agencies
& Providers
NETWORK
PROVIDERS
© 2008 GS115
What’s happening now?
• Focus on Extended Packaging• Details business requirements gathering• Outreach to mobile industry• Awareness-raising
Q&A
© 2008 GS118
Mobile Com - Recommendations
1. Use GS1 keys to identify objects
2. Encode GS1 keys in bar codes and RFID tags
3. Use existing bar codes on products as an entry point for product information
4. Mobile phones should be able to read GS1 standard 1D and 2D bar codes out of the box
5. Mobile phones should be able to read Electric Product Code RFID tags on products
6. When building systems to support mobile technologies, companies should use existing infrastructure to link to product information and added value services.
7. Focus on six business applications presented in this white paper
8. Ensure that consumers receive clear information
9. Ensure that legal aspects are well-researched
© 2008 GS119
Extended packaging
© 2008 GS120
Mobile Couponing
© 2008 GS121
Shopper dialogue
Consumer
MobileDevice Product
Business
• Is this product genuine?• Does this product contain
allergens?• How do I use this product?• I have a coupon to redeem
Consumer Benefits• Increased trust in
products• Closer relationships with
brands and brand owners
Business Benefits• Targeted messages with
high-response rates• Real-time analysis of
campaigns
• Yes, this is a genuine product
• This product contains the following allergens…
• Here are instructions to use the product
• Here's a coupon
• If you liked product x, you may like product y
© 2008 GS122
What if….
… a mobile phone could read a bar code?
• nutritional information• allergen information• electronic coupons• authenticity• instructions
© 2008 GS123
From zero to 3 billion in 25 years
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