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97% want Oyster Phones

Interesting blog post by Adam Cohen Rose about the recent Mobile Monday event in london.

Claire Maslen the Head of NFC, O2 Telefonica detailed the trial of Oyster phone.

Claire gave a good overview of the O2 NFC Trial, as reported in the Evening Standard by the headline “9 out of 10 people would like an Oyster phone!”

* 500 O2 customers with a Nokia 6131 NFC for 6 months
o Oyster
o Barclaycard Visa
o Access control at the O2
o One use case of smart posters
* O2 owned the customer data
* “Agency said at the end that this was the most compelling evidence they had seen for rolling out a new technology”

Oyster integration

* Worked with Transys and TfL for the Oyster card implementation
* 87% said that Oyster in their phone would drive their decision to buy a mobile phone — interesting to mobile operators

Barclaycard Paywave

* less people than Oyster said they were interested, but then Paywave is not common usage yet
* more efficient for retailers than cash but only 47% said they’d be interested in going further

Other results

* Were people happy to leave their homes with just their phone?
* Customers initially complained that 6131 was too low-end, but realised that applications were what was useful (perhaps they felt that Series 40 is a better interface than Series 60?)
o However, it’s not one size fits all
* People were happy with using stored value without a PIN

How can we add more value?

* put a loyalty card in it
* do more smart posters — didn’t have enough to really try it out
o only use case was touching a Tutankhamun poster
o got a mobile internet page about the exhibition with a link to the TfL mobile site

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