Webinar subject: How to Apply Mobile Applications and an e-wallet within your Media, Promotion and Communication Mix Target audience: - Enterprise: merchants, retailers, brands, verticals - MNOs: Value added services, mobile payment, mobile marketing, mobile advertising Speakers: Jo Heirman, Proximity BBDO (part of Omnicom group) + Toon Coppens, Alcatel-Lucent Mobile Wallet Service Webinar recording available at: http://w.on24.com/r.htm?e=243024&s=1&k=9597DB465C3611C46862AE9CCE845E52

1. Mobile Wallet ServiceHow to apply mobile & contactless applications and an e-wallet within your media, promotion and communication mix Toon Coppens Alcatel-Lucent Jo Heirman Proximity BBDO

2. Agenda Introduction Business context Mobile phone enhancing the wallet Use cases Solution components Conclusion

3. The presenters + Jo Heirman Toon Coppens Mobile Wallet Service CRM – 360 Agency

4. Business Context

5. Structure for the business context m Channels & Media Timing Objectives Programs Budget t Target Groups Tools Organisation ROI

6. Marketing Communication objectives in a sales activation & loyalty context

7. Target Groups & The Customer Decision Process On Targeting Behavioural Socio-demografic Lifestyle adoption

8. The media mix? Mobile marketing channels? Personal impact Reach Cost/contact Self service channels : cards, stickers, online, mobile web, mobile apps, NFC phone, 2D barcodes Retail channels : Cashier, payment terminal, desk terminal, In store screens, specific in store devices…

9. On tools Type of tools: billboards, pos materials, folders, coupons, vouchers, cards… Call-to-actions: register, buy, ask for more information, pay, save points Program opportunities : loyalty schemes (club & savings programs), coupon programs, gift vouchers, prepaid techniques…

10. Mobile phone enhancing the wallet

13. communication

14. payment

15. advertising

16. loyalty

17. transportNear Field Communication technology

18. Every card becomes a mobile application Real time Balance Transaction history Business expense On the fly subscription Personal coupons P2P transactions Personal coupons

19. Secure identification technologiesNFC Bridging technologies Contactless IDs & terminals Other Identification technologies 2D barcode: Biometrics Contactless card Contactless sticker Contactless keyfob Contactless terminals 13 | Touchatag |April 2010

20. Mobile marketing & payment – industry status Source: Retail Info Systems – March 2010 Source: Retail Info Systems – March 2010

21. Use Cases

22. Starting guide Applications Channels Models Services Objectives Saving Contactless card/sticker Closed vs Open loop User Self registration Sales increase Coupon Services Online / Mobile Web (e)-PoS Integrated vs non integrated Reporting & Analytics Sales frequency Gift voucher Mobile application Sales activation Balance interface for web / mobile Uniform vs segment based program Prepaid NFC phone Shopping analytics Club card (access..) 2D barcode Know your customer Open ended vs time limited campaigns M-Commerce Opex reduction

23. Use cases * 3rd party use case

24. P&G PampersMobile CRM program

25. 19 | MWS for Purchasing |June 2010 Makro & MetroPersonalized promotions at PoS

26. GuinnessSales activation via mobile game

27. City marketingCity loyalty card + 100 points at swimming pool + 150 points at library -60 points for free access voucher museum Loyalty Wallet 21 | Touchatag |April 2010

28. City marketing: the Flow Purchase your card Get free offers Tag your presence & get points for additional rewards Shout your participation Get personalized & location based information

29. Sanoma Magazines & Sanoma MVNOContactless loyalty & prepaid stickers for magazine sales

30. Netlog life passSocial Media virtual credits earn & burn at PoS

31. Compass Group – UKPrepaid account for enterprise campus

32. Starbucks* Mobile application for closed loop prepaid and loyalty * 3rd party use case

33. Solution & Components

34. Alcatel-Lucent Mobile Wallet Service (MWS) consumer Balance check Communication Communication Mobile Wallet Service Reporting & Analytics SMS PoS Profile server administration transactions Campaign management WEB Program Database Admin (merchant /brand) consumer Mobile Application Consumer registration APIs Social networks External Payment networks 28 | Touchatag |April 2010

36. stored value account

37. card management

38. reader management

39. rule management

40. transaction management

41. Proximity BBDO

42. Customer & Campaign Management

43. City ICT

44. POS Infrastructure

45. ticketing systems

46. logistics management

47. 9 months implementation processAdministrator Card Holder Cashier Admin Console Registration Application My Card Proximity BBDO Front-end Applications MWS API Admin Console Rule Manager Management platform Stored Value Account Application Cor-relation Service Workflow mgmt Card mgmt Affiliates, Locations Transactions Points Offering Rewards Correlation API 29 | Touchatag |April 2010 Example: City marketing implementation

48. Mobile wallet service management

49. Closed loop prepaid solution Opportunities: Lower interchange (Merchant Service Charge) fee Earn float of prepaid money Customer loyalty 31 | Touchatag |April 2010 Requirements Stored Value Account Wallet top-up via Payment Gateway Secure identification technology for payment (web, contactless, 2D barcode) Point of sale terminal & register integration Stored Value Account

51. Visa and Mastercard issuing license

53. Conclusion Customers are ready Technology and applications are ready The industry is getting ready Are you ready? Contact: EMEA: toon.coppens@alcatel-lucent.com N-America: brian.stout@alcatel-lucent.com Source: Retail Info Systems – March 2010

54. http://www.alcatel-lucent.com/mws www.alcatel-lucent.com 35 | Touchatag |April 2010 35 | NAR Business Development | November 2009