GS1 Mobile Com Intro & Update

1. GS1 Mobile Com Intro & Update September 2008

2. 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

3. 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

4. GS1 and Mobile Commerce Why is GS1 involved in Mobile Commerce?

5. How did this start? Two trends: Changing technology possibilities Changing consumer needs

6. Changing technology possibilities Mobile phones can read bar codes (and RFID tags) Mobile phones can connect to the internet

7. 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

8. Evolution of proprietary tools and lack of standards make it more complex and costly N E T W O R K P R O V I D E R S Mobile Portals S E R V I C E S & C O N T E N T 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 Agencies & Providers Company Portals & Services RFID Tag

9. 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

10. GS1: an overview 30 years of experience Over 100 local offices representing all points in the supply chain Over a million companies doing business across145 countries Over 20 represented sectors (FMCG, healthcare, transport, defence…) Over 5billion 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.

11. GS1: a broad portfolio Global standards for automatic identification Rapid and accurate item, asset or location identification 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 RFID-based identification More accurate, immediate and cost effective visibility of information

12. GS1 Mobile Com Group What are the activities and achievements of the group?

13. GS1 Mobile Com Group The GS1 Mobile Com Group is a global forum with all stakeholders interested in understanding theopportunities of using mobile devices in the supply and demand chain and in providing anopen 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

14. 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…)

15. GS1 Mobile Com Group participants Manufacturers Retailers Wholesalers/distributors Handset suppliers Mobile network operators Solution providers Regulators Research centers GS1 Member Organisations

16. 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

17. 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

18. 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/

19. B2C applications and the purchase cycle

20. 6 key business applications Extended Packaging Digital Content Purchase & Delivery Mobile Coupons Authentication Re-ordering (Mobile EDI) Mobile Self-scanning

21. Generic scenario GEPIRGDSN ONS GDSN EPCIS GS1 BarCodes + EPC tags GS1 XML messaging GS1 ID Keys

22. 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.

23. 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

24. 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

25. GS1 Mobile Com subgroups I • Extended PackagingGuidelines and pilot developed for extended packaging business application. Leader: Vanderlei Santos (Nestlé). • ID and Data Carriers – bar codesGS1 standards are used for mobile enabled 1D and 2D barcodes. Leader: Cédric Houlette (GS1 France). • Information PoolsGS1 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)

26. GS1 Mobile Com subgroups II • Support groups • Handsets/OperatorsAll 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 – RFIDGS1 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.

27. Principles: • Interoperability • Consumer privacy GS1 Mobile Com subgroups:alternate view Main Business App 08/09 ExtendedPackaging Not currently active RFID Support Extended Packaging 08/09 ID + DataCarrier Barcodes Payment Information pools /Hubs / Messaging / Content Providers GS1 Mobile Com POS Equipment Outreach Communication / PR / Education Consumer behaviour Handset & Operators

28. Extended Packaging

29. Product Consumer NetworkProvider InformationProvider What is Extended Packaging • Key concept: consumers access additional informationabout products through their mobile phone • Background information: GS1 Mobile Com White Paper (www.gs1.org/mobile/) pages 24 - 27.

30. A typical consumer This product contains no allergens Is this product safe? Trust Will this product be what I expect? This is what the product will be like Trial Am I paying the right price? There’s a reduction available Value

31. 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)

32. Out of scope • Mobile couponing • Product authentication • Text to audio • Services • Location-based services • Security

33. 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

34. 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

35. 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

36. Extended Packaging Timeline Final Guideline + Pilot report + gap analysis + next phase plan • Business Requirements • Guideline/Solutions • Pilot • Gap Analysis • Additional Standards CRs Draft Guideline Q3 2008 Q4 2008 Q1 2009 Q2 2009 Q3 2009

37. 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