How Mobile Operators are enabling digital coupons
Paul Crutchley
Strategic Engagement Director - GSMA
© 2014 GS1
2
GS1 & GSMA. A great match
Not for profit, member controlled, for more than
40 years
111 national organisations…
2,000
staff
…150 countries served
Close to 2,000,000 member companies
25 different industries
© 2014 GS1
Retail is more than just a transaction
Merchants, town centres and shopping malls have been finding the best way to target
customers for years. Yet mobile is an expanding communications channel and we have to
consider it carefully.
Store
500
people
Increase with
strategic engagement
Know Your Customer
© 2014 GS1
Build affinity over time
Purchase
200
people
Targeting
Customer
5000
people
Targeting
Customer
Targeting
Customer
High Street/
Shopping Centre
Targeting
Customer
Combine eyes with feet
Increase footfall
Affinity
100
people
Consideration of interoperability and
collaboration
We need to consider the ecosystem, the PoS processes and the customer journey if we
are to make good decisions with regards to the creation, distribution and redemption of
couponing and loyalty.
At PoS
On the mobile
Within the process
Set up and
Communicate
Purchase +
Couponing / Loyalty
Time Sensitive
© 2014 GS1
Validation and
Redemption
Reporting and
Settlement
Discovery and
Acquisition
Presentment
2013 / 2014 progress of the retail work
•
•
•
•
•
© 2014 GS1
Substantial research in what retailers and their ecosystem want
Mobile Commerce in Retail whitepaper, Loyalty & Couponing whitepaper, iBeacon /
BLE overview, Market Research conducted
Published open Technical Architecture & API proposal for couponing and loyalty
using NFC (2tap)
Market engagements with retail ecosystems and ‘in market’ collaborating mobile
operators in Asia, and several in Europe.
Built on a sound and solid framework of proposition, business and technical
strategy.
GSMA’s target markets: collaboration &
interoperability
Global reach
Promoting innovation, interoperability, collaboration
& standardisation
© 2014 GS1
This joint opportunity was not to be missed.
GSMA
GS1
• Mobile commerce in Retail

Digital Coupon specification
• Mobile Loyalty & Couponing

Technical Specifications
• Tech Specification Coupon and

Event Database Standards
loyalty

The Business Vocabulary associated
• A well engaged and researched retail
with events in the event database
ecosystem

An Open Source version of the event
• A desire from the mobile industry to
database (EPCIS)
bring couponing to life
Joint GSMA / GS1 project –
 Provide recommendations for enabling the mass distribution
and acceptance of digital coupons
 Give guidance to the ecosystem, brand and merchant
© 2014 GS1
At risk of ‘hyper fragmentation’ in mobile
apps
Today
1 Retailer/Brand & 1 Operator
Potential
fragmented
future
X Retailers/Brand & X Operators
Collaborative
future
X Retailers/Brand & X Operators
© 2014 GS1
Single to Mass Market
Brand open loop
couponing solution
Brand closed loop
couponing solution
Multiple Brands
closed loop
couponing solution
Brands open loop
couponing solution
Merchant closed
loop couponing
solution
Multiple Merchants
closed loop
couponing solution
Merchants open
loop couponing
solution
Merchant open
loop couponing
solution
© 2014 GS1
Merge Merchants
& Brands open
loop couponing
solution
Prior to discussing Acceptance and
Distribution
Assumptions
Can create a
coupon
Understand
ecosystem
Transfer
mechanisms
(NFC/BLE
etc)
Determine
customer
journey
Discuss and
determine
ideal digital
mass
distribution
process
Technical
capabilities
(applets etc)
Open
coupon
format
Identify new
areas within
ecosystem
Create and
agree a
common
way of
thinking
Objectives:
Understand
retailer
distribution
to
settlement
ecosystem
© 2014 GS1
Next - Making couponing and loyalty mass
market
OFFER ISSUER
SETTLEMENT
CAMPAIGN MGT
& REPORTING
COUPON DATA
POOLS
OFFER
VALIDATOR
RETAIL
ECOMMERCE &/
STORE POS
© 2014 GS1
OFFER/ COUPON
DISTRIBUTORS
COUPON EVENT
REPOSITORY
CONSUMER
MOBILE
Key:
Distribution
Acceptance
Redemption
Data modelling exercise as part of the
development
Offer Issuer
Data Pool
Event
Repository
GLN Merchant
GLN Event
SGCN
GLN Merchant
SGCN
Parameters
GLN Settlement
GTIN
GLN Distributor
GLN Validator
Creative
Parameters
GCN
Campaign
Manager /
Agency
GLN Distributor
GLN Merchant
GLN Event
Parameters
GSRN
SGCN (burn)
GLN Settlement
SGCN
Distributor
GLN Merchant
GCN (range 1)
GCN (range 2)
GLN Validator
GLN
GCN
Consumer
GLN Merchant
GSRN
GSRN
Creative
Creative
SGCN (burn)
SGCN (burn)
SGCN
Parameters
© 2014 GS1
Store
GCN
GTIN
GTIN
Validator
SGCN
Settlement
What’s next - What Needs To Be Built
The following need to be added:
• Coupon Data Pool for the issuance of campaign coupons
• Coupon Event Repository as the single truth for campaign
redemptions
• Campaign management platform to interface to the Coupon
Data pool, Coupon Event Repository, distributors and
settlement
• Possibly a marketplace of offers working with distributors
We believe these additions create new opportunities for the
ecosystem
• Ecosystem players may fulfil one or all of these new functions
• A market may have a single Coupon Data pool and Coupon
Event Repository, or many
© 2014 GS1
Coupon
Datapool
Coupon Event
Repository
Campaign
Management
Marketplace
This process with mobile can deliver these
benefits
• Wide distribution of coupons through multiple and NEW
channels
• Targeting and controlled distribution
• Distribute coupons across multiple retailers
• Unique codes reducing fraud and identifying consumers
that engage
• Fast and easy consumer experience
• Live view of campaign effectiveness from distribution
through to redemption
• Fast settlement
© 2014 GS1
Our Next Steps
• Complete review sessions with retailers and brands
• Compile whitepaper together, expected publication
November
• Technical evaluation and API identification
• For GSMA – further assessment for Mobile Operator role
• Engagement with mobile operators in implementing
markets
© 2014 GS1
GSMA’s digital commerce retail project
2014/15
“Engage with the digital commerce ecosystem to stimulate the
development and on-boarding of service applications”
• Define the core functionality and technology to enable
couponing and loyalty
• Determine a solution for mass distribution and acceptance of
couponing
• Develop consistent case studies for interoperability in the ‘instore shopper journey’
• Support go-to-market activities between mobile operators &
merchant ecosystems in selected markets
© 2014 GS1