RFID – A WAY TO BOOST RFID – A WAY TO BOOST REVENUEREVENUE IN LAGUNA PHUKET IN LAGUNA PHUKET

Presented by:

Ho Sin Hang Brian Ho Yu Fan

Leung Yuk Ping Cassandra Wan Ho Kuen Louis

This case study is contributed by the students of Masters Degree of Science in Electronic Commerce and Internet Computing of The University of Hong Kong.

October 2009October 2009

5 Deluxe Resorts Hotels are located at Phuket Island in Thailand and surrounded by large lagoons along with a 8-kilometers beautiful beach.

Banyan Tree Phuket

Sheraton Grande Laguna Phuket

Allamanda Laguna Phuket Dusit Thani

Laguna PhuketLaguna Beach Resort

BACKGROUNDBACKGROUND

2

WHY ALIGNMENT ?WHY ALIGNMENT ?

3

Lots of facilities but low in usage

Counterfeit bills or signatures cause loss in bad debts

Apply new technologies to encourage spending

RFID is a convenient and fast speed technology

WHY RFID ?WHY RFID ?

4

RFID - a small device that could identify an individual

RFID - could be used to track objects

A RFID chip could be embedded in a bracelet or

wristband

Applying it in a resort hotel, it could mean many

things……

KeyLime Cove Water Resort in UShttp: www.keylimecove.com

Smart Wristband

No worry losing the room key or cash

The Wristband can be used for : Vending machines

Lockers

Restaurant

Spa

Gift shop

Fun photos

SUCCESSFUL CASE SUCCESSFUL CASE ?

5

HOW THE RFID WORKS HOW THE RFID WORKS ?

Check inCheck in

Passport

Passport

RFID wristbandRFID wristband

CounterCounter

Central server

Personal info

Unique id

Unique id = Personal identity 6

HOW THE RFID WORKS ? (Cont’d)HOW THE RFID WORKS ? (Cont’d)

In the resortIn the resort

RFID reade

r

Point of Sale

Unique id Transaction Info

(Unique id, purchases, amount, date, time, etc.)

Central server

7

Counter

HOW THE RFID WORKS ? (Cont’d)HOW THE RFID WORKS ? (Cont’d)

Check outCheck out

Central server

BillAttn: Mr. YYYaaa $xxx.xxbbb $ xx.xx……

Total: $x,xxx.xx

RFID reade

r

Unique id

Settle all Settle all transactiontransactions in a batchs in a batch

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WHAT IS THE BENEFIT ?WHAT IS THE BENEFIT ?

9

Improving the Return on Improving the Return on InvestmentInvestment

1. 1. INCREASE THE SALES INCREASE THE SALES

No need to pay cash.

No need to sign the bill.

Spend anytime, anywhere in the resort.

More sales.

More revenue.

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1. INCREASE THE SALES 1. INCREASE THE SALES (Cont’d)(Cont’d)

RFID reader

Central serverBuy the photos Buy the photos

by pressing by pressing buttons on the buttons on the remote remote controlcontrol.

Unique id,

photos

Photo anywherePhoto anywhere

Photos

Tran

sact

ions

Unique id

11

1. INCREASE THE SALES (Cont’d)1. INCREASE THE SALES (Cont’d)

Play anywherePlay anywhere

RFID reader

Unique id, transaction

No need to bring along with No need to bring along with coinscoins

Central server

Unique id

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1. INCREASE THE SALES (Cont’d)1. INCREASE THE SALES (Cont’d)

Eat anywhereEat anywhere

RFID reader

Unique id, transaction

Usually no coins when engaging Usually no coins when engaging water sport gameswater sport games

Central server

Unique id

13

1. INCREASE THE SALES (Cont’d)1. INCREASE THE SALES (Cont’d)

RFID reader

RFID reader

Central server

Unique id, transaction

Unique id

Access

pass

Lockers Lockers anywhereanywhere

Locker at swimming pool

Locker at gymnasium

RFID as locker key.RFID as locker key.

Pay once to use Pay once to use lockers anywhere.lockers anywhere.

Unique id

Unique id

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1. INCREASE THE SALES (Cont’d)1. INCREASE THE SALES (Cont’d)

Central server

Parent’s id

Children’s

id’s

BillAttn: Parentaaa $xxx.xxbbb $ xx.xx……

Total: $x,xxx.xx

Account affiliationAccount affiliation

Parent’s bill includes children’s transactions.Parent’s bill includes children’s transactions.

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2. ENHANCE CUSTOMERS EXPERENCE2. ENHANCE CUSTOMERS EXPERENCE

A transaction limit could be set up for the

sub-accounts (Kids)

Bills could be checked anytime Company webpage TV set in the bedroom

Kid’s location could be checked

A room key is embedded.

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2. ENHANCE CUSTOMERS EXPERENCE 2. ENHANCE CUSTOMERS EXPERENCE (Cont’d)(Cont’d)

Convenience and an enjoyable shopping experience

Customers could be addressed by name (optional)

A higher chance to come back

Customer information and behaviors could be

analyzed. e.g. favorable dishes, attractions, facilities. promotions and improvements could be arranged accordingly.

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3. PROMOTING EXCELLENCE IN BRANDING3. PROMOTING EXCELLENCE IN BRANDING

Excellence Services and User-friendly Environment

First of few to equip the technology in Asia

Improving collaborative brandingA focal point among the cities. Advanced technology will draw the customers attention to the resorts and facilities.

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NETWORK INFRASTRUCTURENETWORK INFRASTRUCTURE

Centralized Clearing & Settlement Server

Router / Switch

….Hotel Local Server(s)

….….

Wireless Router / Switch

POS workstations / Game zone

Firewall

Billing Server(s)

Business Integration

Billing server

Controller(s)

Reader(s)19

Billing Server(s)

19

COSTCOST

RFID embedded wristbands

RFID readers in different spots. e.g. restaurant, snack

bar, vending machines, check-in Counters,

Computers that connect to central servers

Network devices : - Wireless Router

Cable Router

Network Switches

Central Servers

Storage Servers

Training & installation (including interference test)

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PRIVACY ISSUEPRIVACY ISSUE

Database access controlCentralized Clearing & Settlement Server

FunctionalityFinancial / transactions data and customer personal data are stored in different database. Settlement according to the unique identifier of the RFID Wristband Tag.Thin client computers can be used at the points of sale terminals.

EncryptionTriple DesCoprocessor installed on the wristbands for unique identifier encryption.

Authentication RAS 21

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End of the End of the PresentationPresentation