Business Models in Mobile NFC Services

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1 + Business Models in Mobile NFC Services Network-Approach to Service Development and Commercialization Per Andersson, Riikka Murto, Christopher Rosenqvist

2 + Small project at 2 May 2011 Trusted Service Management for a Multitude of Multitudes (TSM MoM) Jan Markendahl, Wireless@KTH Alf Eriksson, Giesecke & Devrient CIC at Stockholm School of Economics

3 + Agenda 3 Introduction Analytical viewpoints Study 1: Obstacles and barriers in mobile NFC pilots Study 2: Commercializing a multi-service mobile NFC offering Conclusions

4 + Introduction Project description What is NFC? Typical roles in mobile NFC 4

5 + Project Description 5 Project purpose: Identifying needs, drivers and anti-drivers for establishment of TSM actor in the market for mobile payment and contactless services Research on mobile NFC services follows our earlier technoeconomic studies on mobile TV and mobile social gaming

6 + Research Questions 6 What does it take for mobile NFC services to move from pilots to commercialization? What kind of business models emerge? What is the role of Trusted Service Managers (TSMs)?

7 + Research Methodology 7 Pre-study Interviews with six Nordic experts in the fields of NFC and mobile telephony Mapping of 170 past and on-going mobile NFC trials based on NFC World and NFC News Study 1: Obstacles and barriers in mobile NFC pilots Literature study and multiple case study Semi-structured interviews and secondary documents Study 2: Commercializing a multi-service mobile NFC offering Multi-perspective case study Semi-structured interviews and secondary documents

8 + What Is Near Field Communication 8 (NFC)? a short-range wireless connectivity technology - - that provides intuitive, simple, and safe communication between electronic devices (NFC Forum 2007, 1)

9 + NFC + Mobile 9

10 Application area Transport & ticketing Payment Marketing Connectivity Authentication Maximizing other wireless platforms Potential mobile NFC services Public transport ticketing and ticket validation Parking passes and garage access Event ticketing Various information services around transport and events Contactless payments NFC tags in product packaging, bus stops, retail environment etc. as a new communication channel Electronic Discount coupons Loyalty cards Tourism information Exchanging electronic business cards Pairing devices for high-speed file transfer Office access and other access management Driver s license, ID card etc. Initiating Bluetooth connection Configuring home WiFi networks

11 + Typical Roles in Mobile NFC 11 Mobile Network Operators (MNOs) Secure Element issuers Service Providers Merchants Consumers Trusted Service Managers (TSMs) NFC infrastructure manager Handset manufacturers NFC add-on and standalone device manufacturers NFC solution providers NFC component suppliers Standards bodies, government and trade bodies adding mobile connectivity to NFC services, e.g. over-the-air downloads managing the secure element (SIM card, embedded secure element or micro SD card) any commercial or non-commercial entity providing its customers with a service that uses mobile NFC technology NFC-enabled POS terminals are needed in the acceptance network users of mobile NFC services see next slide overall planning, implementing and planning of an NFC infrastructure development and production of mobile phones with built-in NFC functionality bringing NFC functionality to those without an NFC mobile phone help service providers in the creation of NFC services developing and producing specialist hardware and software rules and regulations

12 + Trusted Service Manager (TSM) 12 Between service providers and secure element issuers: Rather than each service provider being directly connected to each of the secure element issuers, and vice versa, the two types of actors connect via TSM actors.

13 + Analytical Viewpoints 1. Customer Value and the Service Offerings 2. Network Roles and Positions 3. Service Innovation and Business Model Innovations 13

14 + 1. Customer Value and the Service 14 Offering Value from mobile NFC services? Hard value (e.g. financial) and soft value (e.g. experiences) Value in use and value cocreation Different value(s) for different stakeholders From value chains to value (creating) constellations

15 + 2. Network Roles and Positions 15 The market structure for NFC services? From value chains to value constellations (networks) A market-as-network view: a network of firms connected through relationships

16 + 3. Service Innovations and 16 Business Model Innovations The Cityzi project and the mobile NFC services? A technical innovation? A service innovation? A business model innovation? An organizational information? A market innovation? Proposition: service innovations like NFC services are highly intertwined with business model innovations

17 CONCLUSION: A MULTITUDE OF MULTITUDES MANY INDUSTRIES AND SECTORS ARE CONNECTED - AND MANY BUSINESSES 17

18 + Obstacles and Barriers in Mobile NFC pilots Technological obstacles Inter-organizational network issues Customer barriers Communication obstacles External threats 18

19 + Six European Cases 19

20 + External threats Macroenvironmenta l barriers Lack of technology standards Security issues Technological obstacles 20 Communication obstacles Multiple branding Limited commercial availability of NFC mobile phones Obstacles and barriers to mobile NFC service commercialization Behavioral barriers Underdeveloped infrastructure Customer barriers Problems in gaining acceptance Business model issues Co-operation & competition Interorganizational network issues

21 + Technological Obstacles 21 Lack of technology standards was a major challenge for the studied pilots. The early pilots were affected the most but this remains an issue in 2011 The number one challenge in the study! Security issues were only present in one of the cases. Solved during the initial pilot stage Limited commercial availability of NFC mobile phones has been and continues to be a critical issue. Consumers not willing to compromise other features for NFC functionality Underdeveloped infrastructure influenced the pilots outside public transportation ticketing. The chicken and egg dilemma

22 + Inter-Organizational Network 22 Issues Problems of cooperation were identified in two cases. Business model questions were postponed to later stages Focus on technology and consumer behavior during pilots explains the relatively low importance of network and business model issues

23 + Customer Barriers 23 Failing to gain acceptance was not a problem during pilots as the majority of consumers accepted the services very positively in all six cases. Only one of the pilots suffered from behavioral barriers, among elderly people with very little previous experience with mobile devices.

24 + Communication Obstacles 24 Multiple branding tensions in mobile payments were solved with the creation of new brands, to be used together with payment scheme and bank brands.

25 + External Threats 25 The lack of uniform international or national service standards and specifications is connected to the lack of NFC mobile phones and underdeveloped infrastructure. Missing legislation and regulation in the areas of mobile banking was dealt with in two ways: New actors partnering with banking institutions Use of alternative payment solutions, e.g. vouchers, pre-paid accounts etc. Ambiguities around business models as a result of industry convergence. The economic crisis of was one of the factors leading to the withdrawal of one of the pilots. Competition from other available payment methods was an issue in one of the cases.

26 Commercializing a Multi- + Service Mobile NFC Offering MNO and service provider perspectives on Cityzi 1. Cityzi as a technology platform 2. The Cityzi brand 3. Bsuiness models in Cityzi TSMs in Cityzi 26

27 + Case Overview 27 Cityzi is the largest commercial rollout of mobile NFC services so far in Europe Launched in Nice in May 2010 Expanded to Strasbourg and Caen in 2011/2012 Cityzi services in Nice Public transportation: ticketing & information Mobile payments Cultural and heritage information Retail: Discount coupons & loyalty cards MNO-controlled AFSCM owns the Cityzi brand licensed to compatible services

28 + Cityzi Network 28 Source: AFSCM 2011

29 + MNO Perspective 29 Collaboration on mobile NFC services was initiated by Bouygues Telecom, 3 rd largest MNO in France: If we wanted to create a market, we needed to do that together. MNOs act as secure element issuers and NFC infrastructure managers. Cityzi is 1. a technology platform: a SIM-based solution to mobile NFC services, defined by the AFSCM specifications, 2. a brand communicating interoperability ( My Cityzi services work on my Cityzi handset ), and 3. a B2B2C business model.

30 + Other Perspectives on Cityzi 30 Veolia Transdev: a type of phone marketed with the Cityzi logo Crédit Mutuel CIC: basic specifications and some common communications Visa Europe: an opportunity to work with the key actors in the French market HighCo: an opportunity to test a couponing wallet solution Nice Côte D Azur: part of the city s innovation strategy

31 + 1. MNO Resources Boost Adoption 31 of the Cityzi Platform MNO: We support the customer if anything goes wrong, and we have shops on the street. Some but not all service providers agree that MNO resources are are a reason for accepting the SIM card as the secure element. Levels of commitment to the SIM card as the secure element vary. Some banks are still piloting other secure element solutions. Visa Europe pursues all the three major technologies: the market will decide.

32 + 2. Not Everyone Uses the Cityzi 32 Brand AFSCM: Cityzi as a brand is the answer to the confusion created by the different applications, modes of working etc. Compatibility: Cityzi-compatible services will work in your Cityzi mobile phone. Some actors propose their own brand as the trusted brand: Visa Europe: it s not the Cityzi brand which is important but it s really the Visa brand Veolia Transdev: separating between Cityzi (phone) and BPpass (service) Confusion caused by multiple branding is suggested as the reason for slow adoption of mobile payment services

33 + 3. Business Model Questions Still 33 Under Discussion MNOs propose a B2B2C business model Consumers are not willing to pay for technology Service providers pay for using the SIM card as the secure element and charge consumers for the service Set-up fee and a fee per active customer per year (yearly, monthly, percentage of transactions etc.) Criticism of the suggested business model has to do with different industry backgrounds Veolia Transdev: Public transport is a loss-making business HighCo: There is no audience.

+ TSMs in the Cityzi Initiative 34 So TSMs are in technical roles, so they are just providing the links and the services to interact with our customers. But they have no commercial roles.

34 + TSMs in the Cityzi Initiative 34 So TSMs are in technical roles, so they are just providing the links and the services to interact with our customers. But they have no commercial roles. They are just suppliers to us. A service provider decided to create their own TSM: it was less expensive to develop by ourselves the TSM platform than buying the services of an existing TSM

35 + Conclusions Five key points Business challenges for MNOs, service providers and TSMs 35

36 + Conclusions Lack of standardization was the main issue during pilots 2. Inter-organizational network issues have passed technology questions as the number one obstacle 3. Industry logics influence business model negotiations 4. Branding compromises might not be enough 5. The base for secure mobile NFC services exists

37 + Business Challenge: Combining Simplicity and Multiplicity 37 Forces towards increased simplicity Standardization Interoperability User-friendliness Multi-service offerings Forces of multiplicity Different industries: mobile telephony, banking, retail Different types of organizations: SMEs, MNEs, municipalities

38 Simplicity Multiplicity 38 MNOs (B2C) Making mobile NFC services attractive to consumers MNOs (B2B) Interoperability and standardization through MNO collaboration Service providers with differing backgrounds, objectives, strategies etc. Service Providers Making mobile NFC services attractive and easy to find Company-specific brand strategies TSMs Reducing complexity between MNOs and service providers Segmentation according to service provider resources and capabilities

39 + 39 Questions?

SEPA goes Mobile Dr. Marijke De Soete ETSI Security Workshop January 2011 Sophia Antipolis, France

www.europeanpaymentscouncil.eu SEPA goes Mobile Dr. Marijke De Soete ETSI Security Workshop 2011 19-20 January 2011 Sophia Antipolis, France Global mobile subscribers (millions) Mobile phone: some statistics