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GS1 MobileCom Making B2C innovation happen

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GS1 MobileCom Making B2C innovation happen

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    1. GS1 MobileCom Making B2C innovation happen Diane Taillard, GS1 GO Cameron Green, GS1 GO

    2. From more choice of products … Hundred years ago, we started to have self-service format, in France with Le Bon Marché with Aristice Boucicaud in 1869, in the US with Clarence Saunders with his Piggly Wiggly in 1916, in Asia, everywhere… That meant choice, convenience and value. Brands and retailers spent years improving the supply chain in order to avoid OSA while reducing stocks, retailers have learnt how to design the stors to better meet shoppers needs and to drive sales. Hundred years ago, we started to have self-service format, in France with Le Bon Marché with Aristice Boucicaud in 1869, in the US with Clarence Saunders with his Piggly Wiggly in 1916, in Asia, everywhere… That meant choice, convenience and value. Brands and retailers spent years improving the supply chain in order to avoid OSA while reducing stocks, retailers have learnt how to design the stors to better meet shoppers needs and to drive sales.

    3. …to more choice of information source Today a key innovation driver is in the relation with consumers and even between products and consumers, or what we call « Shopper Dialogue ». The information about the product is not only on the packaging or in the words of the store owner but available in many format and from many sources.Today a key innovation driver is in the relation with consumers and even between products and consumers, or what we call « Shopper Dialogue ». The information about the product is not only on the packaging or in the words of the store owner but available in many format and from many sources.

    4. Mobile phones are changing the landscape... 4 billions mobile phones, more than TV etc… more SMS every day than people on the planet, 4 billions mobile phones, more than TV etc… more SMS every day than people on the planet,

    5. 5 ...of the shopping experience Anywhere, anytime Virtual world becomes closer to the physical world. You can have a personal assistant in the shop, a nutritional personal coach.Anywhere, anytime Virtual world becomes closer to the physical world. You can have a personal assistant in the shop, a nutritional personal coach.

    6. For 30 years, innovation focused on optimising the B2B Supply Chain What does it mean for GS1 ?What does it mean for GS1 ?

    7. Today, brands and retailers want to bring innovation to the B2C relationship

    8. B2B2C is not just about adding the consumer in the flow... Connecting with the marketing mix (all chanelles) and with the 360° vision of the consumer, with Awareness , trial, purchase, loyalty…Connecting with the marketing mix (all chanelles) and with the 360° vision of the consumer, with Awareness , trial, purchase, loyalty…

    9. GS1 and mobile commerce from 2007 to 2010 From feasibility to development phase Growing a new community Defining GS1 role and roadmap : Extended Packaging first 1D (EAN/UPC) barcode adoption Feasibility to development : From all potential applications and white papers (research) to decision to focus (EP, coupon) and standards or solution development New community : different from others we know : users but different contact marketing, across department, mobile industry and providers. An emergin market, very competitie which is hard and fast with players likge Google and Microsoft (opportunities and challeneges). Organisations taking positions now; Roadmap : focus on what companies are saying / EP = from e to e 1D reading : 3 years ago, not possible, 2Y in labs, today in application;Feasibility to development : From all potential applications and white papers (research) to decision to focus (EP, coupon) and standards or solution development New community : different from others we know : users but different contact marketing, across department, mobile industry and providers. An emergin market, very competitie which is hard and fast with players likge Google and Microsoft (opportunities and challeneges). Organisations taking positions now; Roadmap : focus on what companies are saying / EP = from e to e 1D reading : 3 years ago, not possible, 2Y in labs, today in application;

    10. Concrete deliverables since 2009 Extended Packaging Pilot Handbook 2009-2011 Roadmap GS1 MO MobileCom Starter Kit Mobile In Retail White Paper MobileCom Brochure GS1 MobileCom Logo and Branding guidelines Important (for US) to say : We would like to take this opportunity to inform CEOs especially about this newly Mobile in Retail White Paper. Your teams have been working on it since several months and we invite you to read it as you will probably find it very useful with external partners as well (or something like this). 2010 Objectives with the brand Become THE forum for developing “mobile commerce” Position GS1 Standards to enable “mobile commerce” solutions Communication and outreach Develop Business Opportunities Important (for US) to say : We would like to take this opportunity to inform CEOs especially about this newly Mobile in Retail White Paper. Your teams have been working on it since several months and we invite you to read it as you will probably find it very useful with external partners as well (or something like this). 2010 Objectives with the brand Become THE forum for developing “mobile commerce” Position GS1 Standards to enable “mobile commerce” solutions Communication and outreach Develop Business Opportunities

    11. Growing GS1 MobileCom Community A multi-stakeholder steering committee established Mention GSMA Memorandum of UnderstandingMention GSMA Memorandum of Understanding

    12. We’re in Demand! Consumers like scanning product barcodes (1D/linear) Red Laser in top ten iPhone paid apps ShopSavvy in top ten of free Android market apps (1 million users, 4 million scans a day)

    13. Next steps : Launch GS1 MobileCom Leverage our existing: Standards (GTIN, Master Data) Services (GDSN, GEPIR, Barcode Quality) Concretely : GSMP Multiple Barcodes Group Access to Trusted Data group to be formed Coupon group to be formed GS1 MobileCom Day - 15 June 2010 Explore additional barcode standards (2D) Explore additional barcode standards (2D)

    14. Current MO involvement Regional representatives in the steering committee Mention GSMA Memorandum of UnderstandingMention GSMA Memorandum of Understanding

    15. RFID

    16. ROI RFID Model Diagram

    17. PHASE 1 Conceptual Model / Proof of software and scan equipment / Single delivery test

    18. PHASE 2 Infrastructure Implemented For the pilot run: Distribution Center – DINET. Point of Sales – LG (EFE and Tiendas Peruanas (Oeschle). Dinet’s transportation unit equipped with GPS of Wisetrack. Wisetrack Track & Trace system. 5,000 RFID Tags (UPM). 1 RFID reader/antennas (Impinj – at dispatch) 1 RFID mobile reader (Motorola – at destination).

    19. Results of Processes Optimization

    20. Savings Estimate Methodology

    23. ROI

    24. Qualitative Benefits

    25. Quantitative Benefits

    26. Quantitative Benefits in LG terms

    27. Conclusions

    28. Contact Details GS1 Global Office Avenue Louise 326, bte 10 B-1050 Brussels, Belgium T + 32 2 788 78 00 W www.gs1.org

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