GS1 Industry & Standards Event March 21-25, 2011 – Brooklyn, NY Creating value together with global standards

1. GS1 Industry & Standards EventMarch 21-25, 2011 – Brooklyn, NYCreating value together with global standards B2C Digital Coupons Information and Input Session 0900 – 1700 Who May Attend (Everyone) Jean-Luc Champion (GSMP Process) Cameron Green (Industry Engagement) Dipan Anarkat (Technology Management) Sponsored by

2. Anti-Trust Caution • GS1 and the GSMP operate under the GS1 anti-trust caution. Strict compliance with anti-trust laws is and always has been the policy of GS1. • The best way to avoid problems is to remember that the purpose of the committee is to enhance the ability of all industry members to compete more efficiently. • This means: • There shall be no discussion of prices, allocation of customers, or products, etc. • If any participant believes the group is drifting towards an impermissible discussion, the topic shall be tabled until the opinion of counsel can be obtained. • The full anti-trust caution is available in the Community Room if you would like to read it in its entirety

3. Meeting Etiquette • Meetings will begin promptly at designated start times • Avoid distracting behaviour: • Place all mobile devices on silent mode • Avoid cell phones • Avoid sidebar conversations • Speak in turn and be respectful of others • (=> Especially as there are people on the phone) • Be collaborative in support of the meeting objectives

4. Agenda • 0900-10:45 Digital Coupons Update • What are Digital Coupons? • How GS1 Standards can help? • GSMP Process • 1400-1730 Work Group Setup and Input • Work Group Charter • Scope and outputs • Working Methods • Next steps and actions

5. What are Digital Coupons? Cameron Green (GS1)

6. Defining Digital Coupons / Offers • A digital coupon is a coupon that traverses the full coupon process without the requirement to manifest as “paper” or in other hard-copy form • Digital coupons can be stored and presented via numerous digital devices • The transmission of digital coupons from one step to another may occur physically, electronically, or a combination of the two • Mobile coupons are digital coupons received, authenticated and redeemed via consumer mobile devices • Digital coupons do not involve consumers presenting paper at redemption • From the ACP Digital Coupon Guidelines – Dec. 2008

7. Today’s Digital Coupon Landscape Retailers Brands Consumers

8. Digital Coupon Example: Japan iButterfly

9. Digital Coupon Proposed Ecosystem

10. How can Standards Help? Cameron Green (GS1)

11. Why are digital coupon standards important to Kraft Don King (Kraft)

12. Why Standards • Difficult to implement btw brands and retailers (most implementations today closed loop) • The distribution process is different than paper • Rules for management, access, technology requirements (handsets) • The redemption process is different than paper • Authentication/auditing of offer • Multiple ways to communicate btw handset and POS • All players need guidance to ensure: • Interoperability • Good consumer experience

13. GS1 Standards Enable • Multinational Brands can execute offers in the same way in multiple countries and with multiple retailers • Mobile Industry and Solution Providers need a baseline and one standard to implement rather than multiple • Multinational Retailers can accept offers in the same way in multiple countries • Consumers will have more commonality and better experience at POS • Takes costs out of the coupon supply chain at all levels • Digital Coupons can be better integrated with other digital applications/solutions (Extended Packaging, Self Scanning, Shopping lists, mobile payment)

14. Potential Standards…. ... To enable digital coupons • Identification: GTIN, GLN, GSRN... • (to identify products locations, and services) • Attributes: expiration date, number of uses, discount...(to make data accurate between all partners) • Messaging/Processes: EDI, eCom, GDSN • (Electronic communications and synchronisation) • POS Integration: Barcode, Radio Frequency, Loyalty.... • (How to ensure handset to POS system compatibility)

15. Phased Approach : start with foundational • Phase 1 : Identification, Attributes, and General Process • Standard ID for Offer, Offer Attributes, and guidance for linkage with other ID keys (product, location...) • Phase 2 : Messaging/Processes • Standard for how to communicate information between stakeholders • Note : • Need and priority for the next phases will be re-evaluated in the end of each phase in considerations of new industry learnings • After phase 1, decide if more foundational standards are needed for consumers to connect with the POS system (POS Integration phase )

16. GSMP The Process:A Flexible Framework Jean- Luc Champion (GS1)

17. Objective • Provide an understanding of GSMP: • The role of Industry Engagement and Standards Development • The Standards Development organizational framework • How a Work Request becomes an approved standard • The value of participation • How to get involved

18. The New GSMP GS1 Systems Development GS1 Industry Engagement GSMP Community

19. What is GSMP? The global forum for users to bring business needs that require standard based solutions to create a more efficient Supply Chain Provides a comprehensive set of methods and process governance allowing GS1 Community and affected industry groups to submit their needs and lead in the creation of globally agreed standards and guidelines A Standards Development & Delivery Service to deliver against expectations

20. 1 A Clear Foundation of Principles and Governance 4 2 3 1 4 2 1. Openness & Transparency 2. User Driven Standards 3. Consistency 4. Stakeholder Participation 5. Standards Protection and Maintenance 6. Governance 7. Consensus and Voting 8. Global Applicability 3 Management Board Board Committee For Standards

21. GSMP Governance and Support Structure GS1 Management Board Board Committee for Standards (BCS) Architecture Group Process Oversight Committee Central Operations (GS1 Staff) Technical Standards Committee The Governance Support groups consist of the following bodies:

22. GSMP Standard Development Structure? • Working Groups fall under one of the following types: • Standards Maintenance Groups (SMG): Standing working groups composed of business process and GS1 standards experts • Intended to provide continuity of expertise, as well as to respond rapidly to requests for small changes. SMGs participate in both requirements analysis and system development (Steps 2 and 3 of the GSMP Process). • Mission-Specific Working Groups (MSWG): Formed to work on Development Work Requests or GSMP initiatives - are closed upon completion of the solution.

23. The GSMP ProcessA Flexible Framework 1 2 3 4 Statement of BusinessNeed System Development Requirements Analysis Deployment • The ‘New’ GSMP • A “cradle to grave” process - Statement of Business Need, followed by Requirements, Development and Deployment. • Well defined and flexible framework - supports work initiated from understanding the needs of the community: • TYPICAL: (IUG & Community Members) • ALSO: (MOs & Industry Associations) • Efficiency in Speed to Market; taking some time out of the process while protecting the integrity of the standard by ensuring ‘due process’ for the community as guaranteed in GSMP • Intellectual Property protection ensured

24. 1 The GSMP ProcessA Flexible Framework 4 2 3 Central Operations Association, an MO identify business need and potentially, requirements Industry Engagement WR Development WR IE vets the SBN and other supporting materials (requirements) from an association, and MO, etc MSWG vets Requirements and other supporting materials (requirements) from an association, and MO, etc Central Operations & POC MSWG Inbound Sources: GS1 Industry User Groups GS1 Community MembersMember Organizations Industry Associations Step 2 Requirements Analysis Step 1 Statement of Business Need

25. GSMP Standards Development GSMP Steps 2, 3, 4

26. GSMP 4 Step Process 1 Statement of BusinessNeed 4 2 Requirements Analysis Deployment 3 System Development

27. 1 Work Requests (WR) 4 2 3 Development WR Central Operations Central Operations & POC Work Groups SBN Charter W Knobs Development WR WR Standards Maintenance Groups Maintenance WR Entry point into the GSMP process Transparency and visibility throughout the whole process

28. 1 The 4-Step Process Starts Here! 4 2 Industry Engagement Individual Companies Member Organisations Industry Association 3 Work Request entered into the GS1 WR System

29. 1 Step 1: Statement of Business Need 4 2 3 Central Operations WR

30. 1 Step 1: Statement of Business Need 4 2 Is the request technology specific Who will benefit and how ? 3 Is the request related to an existing IUG or a new Industry or sector Which MO’s support this request Is the business problem explanation complete and understood Central Operations Industry Engagement Development WR Is the request globally applicable WR

31. 1 Step 1: Statement of Business Need 4 2 3 No IE Communicates to Submitter and closes WR Does Industry Support this? Central Operations Industry Engagement Development WR WR SBN Yes

32. 1 Step 1: Statement of Business Need 4 2 3 Central Operations Central Operations & POC MSWG Industry Engagement Development WR WR SMG Maintenance WR

33. 1 Step 2: Requirements Gathering 4 2 3 3 Gather and Analyze Requirements BRAD Complex WO • Reviews: • Community • Architecture • Analyze requirements across all standards types • Business Requirements Analysis Document (BRAD) is developed • Public Review

34. 1 Step 3: System Development 4 2 3 Development Draft Standards Prototype or Pilot (Optional) • Reviews: • Community • Architecture IP Review • The BRAD is used as input to development • SMG or Work Group develops the Standard • Community and IP Reviews

35. 1 Step 4: Deployment 4 2 3 Standards Confirm Additional Collateral Implementation Plan and Impact Analysis eBallot Ratification Collateral Material IP Review BCS POC • Additional Collateral • Webinars / Training / Newsletters / Bulletins • Conformance and Certification • Impact Analysis • Community Vote via eBallot • Ratification by Management Board (via BCS) and POC

36. GSMP Complex WO4-Step Process Milestones Step 1Business Need Step 2 Requirements Step 3 Development Step 4 Deployment Community eBallot Community eBallot BMS BRAD Ratified Standard SBN Working Group Charter BSD TSD • Reviews • Community • Architecture • Reviews • Community • Architecture POC Approval IP Review & Ratification Industry Engagement GSMP Working Group

37. GSMP Digital Coupons Work Group Charter Jean- Luc Champion (GS1)

38. Mission Specific Working Group Charter Executive Description This group is being formed to develop a standard identification and attributes for digital coupons. It is a requirement that digital and traditional coupon offerings be aligned at an architectural level therefore experts from traditional and digital fields are required to participate.

39. Mission Specific Working Group Charter • Scope • to define solutions for coupon identification to support the business needs to develop attributes for coupon description (ex. Valid products, and valid locations) • 2) to describe the end-to-end digital coupons process (including actors)

40. Mission Specific Working Group Charter • Deliverables (1 of 2) • A definition of the coupon process as it applies to digital information (data) transfer • How to identify a digital offer throughout the coupon lifecycle (Setup and Communication, Discovery and Acquisition, Presentment, Validation and Redemption, and Reconciliation) • How to communicate (attributes for) additional information about the offer such as: Coupon Campaign, valid products, valid locations, expiration date, number of uses, face value, additional terms & conditions, etc. • How to define the data and data structure of any offer definitions that will be used through the digital coupon redemption process to establish the validity and business rules for validation

41. Mission Specific Working Group Charter • Deliverables (2 of 2) • How to define the data and data structure (independent of data carrier – barcodes, NFC, etc) of any presentment means between consumer and POS that will be used through the digital coupon redemption process. • Note: data carrier is required for some processes and thus must be defined and standardised as part of project • How to define the data and data structure of redemption definitions that will be used through the digital coupon redemption process to establish that a redemption has occurred. • What is the minimum data that must be communicated at each step of the coupon process

42. Mission Specific Working Group Charter Timeline Q1: Requirements gathering (BRAD) Q2: Standard development (focus on Identification and attributes) Q3: Standard publication Q4: Guidelines and/or deployment material defined and drafted

43. Mission Specific Working Group Charter • Timeline • Forming the group(meet quorum of 6/6/6 - 18) • Business Requirement submission • Business Requirement approval(Community Review & eBallot) • Solution development • Standards publication

44. Scope and Outputs Scott Gray Cameron Green DipanAnarkat

45. The “What” and “How” ofAIDC Application Standards • What? • Application definition (scope) • Identifiers (GS1 Keys or attributes) required or optional • Data Carrier choices and specifications • Rules • Key Allocation • AIDC Validation • Symbol Placement Rules • How? • Business Requirements • Requirements to Identifier mapping • Carrier to Operative Scanner Environment mapping • Identifier versus carrier trade-offs and selections • Rules established

46. Existing versus New Standards Existing Application New Application Well defined scope and terminology New Key? New Carrier? New Operative Scanning Environment? New Rules? • Greatest benefit with least disruption • Is the change… • Backward compatible or otherwise justified with migration planning? • Interoperable across required technologies • Balanced impact across all affected parties/regions

47. 1 Standards Output 4 2 3 GS1 General Specification (update) Business Requirements & Analysis Document (BRAD) GSCN WR GS1 Digital Coupons Standard Business Process Standard Barcodes & Identification Digital Coupons Process

48. Working Methods Jean- Luc Champion (GS1)

49. Our Methodology • Describe the business scenario(s) • Establish process boundaries • Gather Business Requirements • Compile into list • Agree upon list (team consensus) • Review to assure clarity and understanding • Transcribe into the BRAD document

50. Business Scenarios • Scenarios are needed to establish CONTEXT • Questions to be considered when describing scenarios • What is the starting point? • What is the end point? • Who are the supporting roles? • Where is a coupon read/scanned? • Who is performing the coupon read/scan?