GTRH2013 Presented on 3.14.2013
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Presented on 3.14.2013 at: #GTRH2013 Presenters Steve Mott, Andrew Lorentz, Principal Partner 2 #GTRH2013 1st Quarter STEVE MOTT 3 #GTRH2013 Kickoff Commentary The Mobile Restaurant Sector Transformation—it IS appears to be the The Mobile Marketing happening; to ignore it epicenter for young opportunity—why is to become road-kill adult adoption and EVERYONE is chasing (but there IS time to ground-zero for the it—and YOU can, too! master it before the transformation consumer shows up…) 4 #GTRH2013 Where to Begin? ‘Downfield’ opportunities So first are much more ‘formations’ interesting: employed • empowering the mobile wallets; customer to define The ‘Legacy transacting but this experience Payments League’ approach looks favored a low- • reducing likely to be transaction risk innovation ‘three-and-out’ • re-inventing buyer- ‘ground-game’ seller relationships The first ‘play’ called NFC (near- with mobile is mobile field marketing payments—a communications) typical ‘run-up- the-middle’ 5 #GTRH2013 A Growing Array of Technology Choices 6 #GTRH2013 First-Generation Mobile Wallets—Divergent Paths, But Can Anyone Score? Wallet Provider Target Channel Deployment Strategy POS Orientation Began focused on POS, now back Hedging bets on SE/NFC; OTP Was seeding market with NFC to online; more than two dozen online (liabilities?); cards and terminals; 2.0 virtual MC national merchants testing phones for POS leveraging prepaid option will use existing TXVia acquisition; data = big rails with CNP rate prize Extending to POS; online going Cards and phones for POS, Cards and numbers now, 18092 very well; nearly two dozen with two-way offers coming; soon in handset, other modes national merchants acceptance via Discover coming Focused on POS, considering NFC 14443 for POS; 18092 on Straight NFC for terminals, with online; nearing a dozen national the way offer push merchants Focus was on digital/online, but OTP online, NFC 14443 for Using EMV to lead market to now pushing POS; a dozen online POS, but considering 2D proprietary PayWave? Offering merchants and handful of POS barcode, others full encryption if Issuers, merchants testing Merchant want it Leveraged contactless lead at OTP online (maybe PayPass is global standard, POS, now moving online; several liabilities?); NFC at POS for pitching open platform that key merchants now but exploring options can work anywhere with white-label wallet Current focus on POS with more Believed to be offering a QR codes with OTP resolve in than two dozen merchant owners combined credit/debit facility cloud; big emphasis on on private rails data/privacy protection 7 #GTRH2013 Other Entrants to Wallet Market . Apple’s Passbook for storing all kinds of passes . Facebook’s two-step mobile checkout for digital content . Sprint’s Touch wallet . Amex’s Serve platform (repurposed as a wallet) . Burger King wallet (with Firethorn) . Lemon’s wallet management system 8 #GTRH2013 NFC: Not the ‘National Football Conference’ in terms of Adoption Tags: Interesting for specific marketing campaigns, but durability and general-use questions persist MicroSD: Offers are easier to do from the cloud, don’t require an SE, and what happened to all the pilots? “Regular” NFC: Jury still out • Isis offers approach will be closely watched • Google?!? • 18092 might bail NFC out of implementation woes • Brands hedging on their monolithic support The good news? It’s still early… 9 #GTRH2013 Original Business Case for 2-way NFC Customer Relevant recognition coupons: 1-to-1 (supplying data All this data can targeting, real- Location-based and receiving Shopping items be used (with time, refreshing, services (e.g., offers and can be sufficient etc. can reduce queries on Products can be Loyalty updating automatically consumer opt- billions of waste nearest brand pitched inside programs can be rewards scanned/read in) to better from $400 store or the store, while integrated and programs) upon while shopping, address offers, billion annual restaurant, shopping— instantly entering stores; facilitating self- promotions, spend on paper where including updated for data can be checkout financial and broadcast promotional competitive real-time harvested for (where payment services media (where offers can be offers redemptions banking options can be needed, only 8% of returned with products and pitched) targeting of ads, consumers info) joint etc. collect and just bank/merchant 1% redeem) promotions 10 #GTRH2013 Starbucks Solution: It’s QR codes; Apple (?) Sources Mobile World Live; RetailCustomerExperience.com 11 #GTRH2013 The Cloud: Ready for Prime-Time? Netflix Hit by Outage, Blames Amazon By Greg Bensinger, All Things Digital December 25, 2012 Netflix Inc. said Tuesday it restored streaming video services a day after an outage triggered by technical problems at Web service provider Amazon.com Inc. stretched across the Americas. The service was running for all customers by Tuesday morning, Netflix said, after its and Amazon's engineers worked through the night to repair it. Netflix, of Los Gatos, Calif., said the outage started about 3:30 p.m. Eastern Time on Monday. It prevented video streaming on a number of devices, such as Roku Inc. players. "We are investigating the cause and will do what we can to prevent reoccurrence," a Netflix spokesman said. Other websites, such as software company Heroku Inc. and social media app Scope, also reported via Twitter service problems of their own that were traced to Amazon operations. Scope Chief Executive Amit Kumar said his engineers devised a way to bypass AWS and restore service. Heroku couldn't immediately be reached for comment. 12 #GTRH2013 Apps Empower Consumer Experience Bigger, sophisticated merchants already defending and driving business with mobile apps Early user adoption motivates embedding of payments and routing in apps and cultivation of merchant-specific offers and loyalty Users are oriented to apps, not wallets; too many incompatible wallets and erratic merchant adoption will confound them Apps will grow in depth and breadth—and independence A handful of generic wallets might persist; handsets likely to become containers for payment/marketing utilities The big battle (and big payoff) is how to monetize the personalized, targeted data, and who gets to do it (and profit from it) It’s still VERY early in the game… 13 #GTRH2013 What Real-time Mobile Brings to the Party Customers Line-busting and POS integration develop intimate choice of ordering Incentives and supports digital scenarios speeds rewards can be immediate relationships with access (and narrowcast and gratification restaurants and defers personalized (without waiting) bars abandonment) Capacity and Digital Payment is in utilization can be interactions can control of managed with provide customer—not incentives and entertainment the server alternatives while waiting 14 #GTRH2013 Collaboration on Data and Risk Management Key to Getting to Mobile Largesse •Information on buyer at given merchant •Account history with merchant payment type •Buyer history with other bank payment types •Risk management history •Transaction session •Full information on information buyer •Full account history across multiple merchants Mobile device/network data •Risk management Mobile usage and session history information Mobile marketing experiences 15 #GTRH2013 Near-term ROI: Make payments transparent and optimize marketing costs Estimated Annual Costs to Merchants for Payments and Marketing ($B) $700 $600 Payments Acquiring Revenue $500 Issuing Revenue Potential Reduction/ $400 Reallocation Commerce of costs: Platforms $100-$200 B Data/Loyalty $300 Advertising Marketing $200 Marketing/Promos $100 $0 Total Purchase Revenue Source: Amex 16 #GTRH2013 Consumer Opt-in for Sharing SKU Data a Must LOCATION/AFFILIATION MARKETING REFERRAL MARKETING Handset provision of consumer data Product references and referrals via for promotions based on social media (with bounties and referral geodata/LBS; wallet composition— commissions); brand and experience payment and loyalty; affinity testimonials re-selling Real-time product promotions Location-aware interactions 3rd party, 1-to-1 placement Dynamic pricing COUPON AND DISCOUNT OFFERS PARTNERSHIP MARKETING Product and service coupons and Response to mobile marketing and discount offers (e.g., pre-, during, advertising among product partners; post-shop) competitive product selected channel placements and promotions; promotions 17 #GTRH2013 2nd Quarter ANDREW LORENTZ 18 #GTRH2013 Game Plan See mobile Practical tips when payments in the Explore main legal considering a retail payment risks mobile commerce context offering 19 #GTRH2013 The Four Corner Payment System Payer (Consumer) Payee (Merchant) Financial Institution Financial Institution Legend: Blues lines represent the flow of information and Red lines represent the flow of funds. 20 #GTRH2013 The Four Corner Payment System - Annotated Payer (Consumer) Payee (Merchant) (NEARLY) UNREGULATED HEAVILY LIGHTLY REGULATED REGULATED REGULATED Financial InstitutionAND FOR Financial Institution BANKS- ONLY* Legend: Blues lines represent the flow of information and Red lines represent the flow of funds. *With apologies to PayPal and American Express 21 #GTRH2013 “Heavily Regulated” FDIC Deposit Insurance Bank Secrecy Act Anti-Money Laundering Compliance Data breach/security State Privacy and Security Statutes OFAC Truth in Savings Act Truth in Lending Act / Reg Z TruthNo in Billingspecific “mobile payments”Electronic regulatory Fund Transfer paradigm Act / Regulation