Pasadena Chamber of Commerce

1
Pasadena Chamber of Commerce

• Benjamin Bloom
• Victoria Chan
• Michelle Chiu
• Krikor Hajian
• Ansel Misfeldt
• Courtney Wenrick

2
Agenda

• Retail
• Entrepreneur competition
• RoseCard
• Implementation

3
Economic Outlook Overview
Retail
4
Economic Growth
Retail

• Government tax cuts will drive this growth
• Not return to normal growth until 2011
• 2010 Growth 1.3
• 2011 Growth 2-3

5
Unemployment
Retail

• National Unemployment reached 8.5 in March
• California 11.2 Los Angeles
  11.4
• Job loss will continue into 2010
• Peak at 9.3

6
Consumer Confidence
Retail
7
Retail Sales
Retail

• Retail sales expected to fall by 2.2 in 2009
• Expensive/Luxury items especially hard hit
• Retail sales expected to recover for Black Friday
• 2010 3.5 increase in retail sales

8
Trends
Retail
9
Rose Bowl Fast Pitch Competition
Entrepreneurship
10
Organization
Entrepreneurship
11
The Winners
Entrepreneurship
12
What Will This Achieve?
Entrepreneurship
13
Funding
Entrepreneurship
14
Existing Systems
RoseCard
Octopus
Oyster

• London
• 2003
• Primarily for public transportation
• Public/Private partnership
• NXP/Philips' MIFARE standard 1k chip
• Range 8cm
• Some technical glitches
• Remains expensive
• Asynchronous system

• Hong Kong
• 1997
• One card for all public transport systems
• Expanded use to retail stores (7-11, Parknshop,
  McDonalds, ect.)
• Sony 13.56 MHz RFID
• Spun off for-profit company Creative Star
  Limited
• Range 3-10cm
• Value stored on card
• 0.3 second response

15
Video
RoseCard
16
Process
RoseCard
Using an RFID card
User arrives
Card stays in purse or wallet
Swipes purse/wallet near the reader
Reader communicates with the database to subtract
funds
Funds subtracted on the card
User proceeds on their way
17
Technology
RoseCard
Benefits
Risks

• RFID cards can be read at a distance
• Potential for theft
• Readers are expensive
• Requires maintenance of a database
• Potential legacy costs
• Encryption can be broken
• No cases so far
• Yet another card for people to carry around
• Technical glitches

• No need to remove card
• Less chance of losing it
• Paperless
• Convenient/ease of use
• Anonymous
• One card for many things
• New wireless standards
• Decreasing costs

18
Marketing the RoseCard
RoseCard
19
Phase 1 RoseCard Design Competition
RoseCard
The Rosecard

• Partner with Art Center of Pasadena to design
  RoseCard
• Innovative
• Fresh image
• Emphasizes Pasadenas uniqueness

The rosecard
20
Phase 2 Initial Pitch to Offices
RoseCard
21
Phase 3 Introduce RoseCard to General Public
RoseCard

• After demonstrating it success, Champions can
  promote RoseCard to general public through
  word-of-mouth
• Considerations
• Age groups children, adults, elderly
• Expansion outside of transportation/parking

22
Installation Costs
RoseCard

• As the system is not too popular in the US, it
  was harder to find the costs of installation such
  a system, however, we found the costs of an
  average octopus card machine.
• Hardware Software System 2500 each

23
A Successful Rose Card Needs
RoseCard

• Captive audience that drives critical mass
  Transportation Industry
• Compelling incentives to consumers and merchants
• Affordable Cost Structure relative to other
  payment instruments
• Technology that is well tested
• Supported from key players of the city

24
Implementation
Implementation

• Large Business and Retail Sector in Pasadena
• Parking Structures always fully occupied
• People who work at Pasadena have to travel to
  work by car and therefore most effective to
  implement the Rose Card system at Parking
  Structures as well as Parking meters.

25
Future Expansion
Implementation
26
Attempts in the US
Implementation

• Mostly Successful in Closed-loop environments

• Failed in Open-Loop environments

• Universities (USC,U of Central Florida, UC
  Colleges, etc)
• Military Smart Cards such as NavyCash and
  EagleCash

• Visa Cash trial in New York City
• The Ohio Electronic Benefit Transfer program

27
Feasibility
Implementation

• Successfully implemented in small cities in
  Europe and Asia
• US transportation companies are investing 1
  billion to improve their payment infrastructures
• Public transportation is not popular in general
• As for Pasadena The Rose Card will work, with
  the help of parking structures and parking meters.

28
Questions?

• Benjamin Bloom
• Victoria Chan
• Michelle Chiu
• Krikor Hajian
• Ansel Misfeldt
• Courtney Wenrick