Mobile - the next wave of opportunities and challenges

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Anuradha [email protected]

@anuradha | http://www.gnuromancer.orgFebruary 13, 2014

Mobile: the Next Wave ofOpportunities & Challenges

2 © Virtusa Corporation ● Confidential

Transforming User Experience• In-Store Experience• In-Restaurant Experience• Mobile Banking Experience

Opportunities & Challenges• API First• Mobile Wallets & Payments• Personalization & Predictive Analytics• Smart Objects & IoT

Key Enabling Technologies• Bluetooth Low Energy• Beacons

Demo – Proximity Sensing Using Beacons

Roll Your Own Beacon Using a Raspberry Pi

Objective


Transforming In-Store Experience


• John walks into the large retail store Acme Leather

In-store experience


• As he enters his Acme Leather app on his smartphone welcomes him• The app shows him offers that are available at the store

Personalized shopping experience


• John walks over to the men’s section and picks up a pair of shoes he likes• He uses his app to compare the prices with other retail and reads some of the reviews• John tries out the shoes and liking it, he adds it to his cart

Compare prices and find out what people are saying about the products


• As he passes the bags section, the app shows him an offer for a handbag and he decides to take a look at it• He shares it with his wife, through social media

Location sensitive, contextual offers


• At checkout, he uses his mobile wallet to pay by tapping his phone on the NFC terminal. He accumulates points on his loyalty card for the purchase.

• John then proceeds to the exit and walks out of the store. A greeter bids him goodbye.

Cash-less payment


User Experience Themes• Personalized experience• Targeted ads from user preferences and marketing campaigns• Share information with family and friends• Price comparison for best deals• Convenient cashless payment

Technical Themes• Proximity sensing and fencing using Bluetooth LE• User profiling and recommendations using machine learning• Analytics for customer experience measurements• Mobile wallets and payments• Indoor navigation

In-store experience


Transforming In-Restaurant Experience


• Jane walks into her usual coffee shop on the way to work• Her phone vibrates and checks her in as she enters

Automatically check-in to a regular establishment


• She sits at her favorite seat next to the plants and reads the newspaper while her standard order is being prepared

Automatically place orders upon check-in for a configured routine


• The barista calls out her name when her coffee is ready• Jane picks up her coffee from the barista and walks out the door

Cash-less payment


User Experience Themes• Automatic ordering• Wallet-less payment experience• Seamless daily routine

Technical Themes• Check-in using beacon technology• Pre-configured ordering based on preferences• NFC-less payments using PayPal/Square-like technology

In-restaurant experience

Technology gets out of the way and let’s you get on with your daily routine

Technology gets out of the way and let’s you get on with your daily routine


Transforming Mobile Banking Experience


Mobile banking experience


User Experience Themes• Card-less cash withdrawals• Safe from card skimming• Less time spent in queue• ATM is an extension of the mobile wallet

Technical Themes• Geo-location• Pre-stage cash at participating ATMS• QR code capture• Cloud-based wallet• Banking systems integration

Mobile banking experience


Micro-location services• User check-in• Fencing

Mobile wallets and payments• Cashless mobile payments

Personalization• Personalized experience• Recommendations• Ad-targeting

Common themes across all these scenarios







Objective


• At a stage where mobile is firmly entrenched• Proliferation of new players and technologies• Organizations are focused on Mobile First• What do we need to go Mobile First? an API.

Technology landscape is evolving


Omni-channel future-proof platforms are key

Enterprise Core Services

Stores Web Mobile Phone Dev

Customer Experience

Kiosk Partner

APIAPI

APIs are enablers for a multi-channel architecturesAPIs are enablers for a multi-channel architectures


• Access to data from different channels, not just web• Companies can re-define their interaction with

• Partners• Developers• Suppliers• Customers

• Increase opportunity and innovation• New markets• Increase customers• New avenues for monetization

• Extend development team• Greater innovation• Greater scale

• Future-proof the business• Liberate the developers!

Why do I need an API?


APIs fall into three broad target audiences


APIs are not SOA++

Source: apigee


A successful API program must consider the full lifecycle

• Plan: what use cases are to be exposed as APIs

• Design the interfaces and socialize early with developers

• Build APIs and proxies to backend systems

• Run APIs by publishing them to a production environment

• Manage APIs using policies and dashboards

• Engage developers with subscriptions and opportunities to monetize

• Consume API from across different channels to achieve the benefits of an API


• Infrastructural• Security• Scalability• Compliance

• Operational• Monitoring• Governance

• Integration• Legacy systems• Mediation• Regulatory requirements

Exposing an API has many challenges

Enter API Management


An API manager does more than simply proxying requests

API F

acad

eAP

I Fac

ade

AuthenticationAuthentication

AnalyticsAnalytics

MeteringMetering

ThrottlingThrottling

MediationMediation

SystemsSystemsSystemsSystemsEnterprise

SystemsEnterprise Systems


Demo – Create an API


• Driven by use cases that needs to be supported• With all the different channels in mind, present and future• Stick to architectural styles like JSON over REST

• Mobile friendly• Leave room to select different types of encoding• Pragmatic REST

• Unified security through OAuth• URL versioning for effective change control

How should I design an API?


Wallet wars• Google wallet• ISIS – AT&T, T-Mobile and Verizon partnership• Square, Paypal (Non-NFC)

NFC adoption has been slow• Infrastructure costs outweigh the risks• Awareness and education is low in markets like USA• Complicated affair for the end-user

– Carrier, handset and bank– Overall poor experience for the user

• Carriers prevented adoption by blocking Google Wallet• Doesn’t offer a substantially better user experience

Startups like Coin are looking at the problem completely differently• Leave the phone alone• A universal card

Mobile wallets and payments: Intense competition, fragmentation => poor user experience


EMV technology (Europay, Mastercard, Visa)• Low adoption in US despite popularity in Europe• Addresses only the security of card-present transactions• USA highest in card fraud from counterfeit mag-stripe cards• Infrastructure costs for retailers a hindrance for adoption• USA poised to migrate to EMV by October 2015

With the upgrade will come…• A liability shift that will spur the adoption of the technology• More NFC capable merchants• ~600m NFC devices by 2015 (40% of mobile phones)• Good news for NFC

Mobile wallets and payments: adoption of EMV may be good news for NFC, but is it too late?


What does all this mean in the short term• In a proliferation stage• Hotbed of innovation and the wild west• Still not compelling enough, or easy enough for people to adopt• Mainly driven by merchant specific solutions that tie loyalty

programs• Merchants are not interested in sharing their customer data

In the longer term• Consolidation and standardization• Move away from fee-based models to more value addition and

other monetization strategies• Coalition of merchants such as Merchant Customer Exchange

(MCX) to provide alternatives centered around the merchant• To NFC, or not to NFC

Mobile wallets and payments: merchant driven solutions


What does it mean for us in Sri Lanka• PayPass and ISIS penetration is nil• Some telecom providers providing NFC-based payment with

specific merchants• NFC based mobile wallets have near zero adoption• Early mover advantage• Stored value accounts• Opportunity!

Mobile wallets and payments: situation in Sri Lanka


• Personalization of experience• User’s preferences• Customer profile• Location• Behavior and predictions• Social• Recommendations• Targeted ads

• … all in a multi-channel context• Tooling for non-technical users

• Insight from analytics• Fine-tune marketing campaigns• Respond to unhappy users

Personalization & predictive analytics


• What are the user’s behaviors and how does he/she use the app?

• Who are the user’s friends and what are they buying?• Where is the user right now?• Are there any promotions taking place nearby that the user

might be interested in?• What are other users like him/her doing?• Is the user dis-satisfied?• What is the user saying/sharing on social media?• Are there patterns in the user’s behavior? Is he vegetarian?

Personalization & predictive analytics: context is king


Personalization & predictive analytics: how does this solution look like


• Cost of adding connectivity to objects is less than $5• Systems on a Chip and hobbyist tools like Raspberry Pi, Arduino and

it’s ecosystem is spurring a whole new phenomenon known as:• Internet of Things (IoT)• Internet of Everything• Industrial Internet• The Internet of Nouns

• Data connectivity requirements are exploding• Lots of interesting uses in telemedicine, logistics, manufacturing• With this comes challenges in

• Security, management, governance• Wireless / Bluetooth LE a key enabler

Smart objects & IoT







Objective


• Low energy wireless computer networking technology• Included in Bluetooth versions 4.0+• LE is not backwards-compatible with classic• Two types

• Bluetooth Smart Ready (dual mode)• Bluetooth Smart (LE-only)

• Can be used to perform• Geo-fencing (in door navigation)• Peer-to-peer communication

• Some pros• Low cost• Quick to setup• Better security than classic Bluetooth• Multi-vendor interoperability

Bluetooth Low energy (4.0+) – decade old technology but more relevant than ever


Optimized for low power, low latency communications

Source: Wikipedia


Bluetooth vs NFC – each has its uses

Source: Wikipedia


• A Bluetooth Low Energy device that transmits discovery signals

• Disruptive technology with potential to radically transform User Experience• Uses in retail, home automation, guided tours,

fencing, indoor navigation• Some examples

• Estimote• PayPal beacon• Apple iBeacon

• Doesn’t rely on Wifi or cellular networks• Uses signal strength to determine the approximate

distance• One to many interaction with consumers• Unlike NFC, range is measured in feet

Beacons – a disruptive technology with huge potential







Objective


• If you’re on Android 4.3+• Enable Bluetooth• Open your browser and visit the following link to install the

demo app over-the-air

Install demo app

http://54.201.14.80/proximity.apkhttp://54.201.14.80/proximity.apk


• Bluetooth LE support available on Apple devices since 4S• Android’s a little late to the game

• Support for LE in 4.3• On the new Bluedroid Bluetooth stack

• Many manufacturers of iBeacons have popped up• Estimote• Gimbal

• Frameworks like ProximityKit by Radius Networks support building functionality for these iBeacons on both Android & iOS• http://www.proximitykit.com• Let’s walk through some code

Proximity sensing using iBeacon technology







Objective


The tools you need to build and test a PiBeacon

Bluetooth 4.0 USB ModuleRaspberry Pi Model B

iPhone +Beacon Toolkit app


Raspberry Pi has been fueling an eco-system of tinkerers and builders for the Internet of Things


PiBeacon

• A simple device that transmits a broadcast frame• What you need

• Raspbian distribution• Bluez Bluetooth stack

02 | 15 | E2 0A 39 F4 73 F5 4B C4 A1 2F 17 D1 AD 07 A9 61 | 00 00 | 00 00 | C8

Constant

Number of bytes in the payload

128-bit UUID Major

Minor TX Power

http://learn.adafruit.com/pibeacon-ibeacon-with-a-raspberry-pi


• We’re going through an exciting time• User experience is being re-defined in many ways

• Micro-location awareness• Deep understanding of the user’s behavior for predictive

analytics• Advances in payment and conducting business

• Focus is shifting towards enabling omni-channel solutions• Through an API-centric approach

• Spurred by the wide adoption of• Low-cost low-power communication technologies• SoC devices that enable implementation of smart objects

• Lots of unchartered territory with opportunities abound

Summary

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Mobile - the next wave of opportunities and challenges

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