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London Business
School
CRIM CS97/2
Mondex International:
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Table of Contents |
[Introduction | Improving the Concept | Value of Mondex | Exporting Mondex | Regulatory and Security Issues | Mondex and the Internet | Competition | Conclusion | Footnotes] |
Introduction
Related Links: Mondex International
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In five years the Mondex Electronic Purse had gone from
an idea, through a municipality-wide pilot, to a global alternative to
cash. Many issues now confronted the senior management of the newly incorporated
Mondex International Ltd (MXI). Among these were establishing an infrastructure
to support, and policies to coordinate, the international banking consortiums
that had joined the Mondex scheme, forging a migration path into the world
of Internet based payments, and deciding what role MXI would play in new
markets.
Electronic Purses vs. Cash In the fall of 1996 there was widespread interest in alternative payment schemes, particularly in the emerging internet marketplace. The Mondex electronic purse appeared to have considerable potential as an engine of electronic commerce. It might also transform traditional cash payments. The purse was a smart card alternative to cash. With 90% of worldwide payments paid in cash, a majority of which were under $10, cash remained a popular payment alternative. While the credit card or debit card involved money being leant by the financial institution or retrieved from an account -- the Mondex purse, a self-standing value store, required no remote approval of individual transactions. Rather, Mondex value equivalent to cash was stored in the card's microchip as were secure programs for manipulating that value and for interfacing with other Mondex cards or terminals. Thus, a customer could provide his or her card to a merchant's point of sale device and authorize transferal of a certain amount of value (see Exhibit 1 [in pdf format]). That amount would then be electronically deducted from the chip inside the customer's card and added to the amount on the retailer's chip. All this was accomplished without accessing the customer's bank balance or checking his or her credit worthiness. The most significant advantage of Mondex was in its use for very small transactions. Customer convenience was another feature. Value could be loaded on the card either from an ATM machine or from a phone. It could then be transferred from one card to another via a special, password protected, electronic wallet. An electronic keychain let card holders check their balances. The first implementation supported up to five different currencies, each separately accounted for by the card. Just like cash, if the card is lost or stolen, the cardholder has lost real money. However, to safeguard cardholders, Mondex developed a unique feature which allowed cardholders to lock the value on the card with a four digit personal number thereby safeguarding the value held on the card. |
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We were looking for the next paradigm shift in banking. ![]() ![]() |
Origins of Mondex
Mondex had been invented by Tim Jones and Graham Higgins of National Westminster Bank (NWB) in 1991. But their attempts to develop a stored value card had initially failed as Tim Jones, Mondex's first Chief Executive, explained: The development team's challenge was developing a new global infrastructure for electronic payments The electronic wallet, one element of that infrastructure, had provided engineering challenges. Oki Electric had been asked in 1991 to produce a wallet weighing less than 100 grams, a third the weight of their current capacity. By 1995, Oki Electric had delivered a wallet weighing less than 90 grams. But technical challenges remained. In the summer of 1995 Dr. David Everett, Technical Director of the NatWest Development team, explained: Amongst the Mondex champions within the senior leadership of the bank was Bert Morris, then Deputy Chief Executive. In the fall of 1996 he recalled his role as a Mondex Champion. |
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We presented it to the board as a project that might eventually cost as much as 100 million pounds. |
Mondex International, according to Richard Fletcher, Head of Strategy & Planning, provided the core brand, while ensuring technical interoperability, enforcing security, and undertaking product development . And, it would support Mondex's global partners as the card was rolled out worldwide. There would also be consulting opportunities for Mondex's global partners as well as their customers. Mondex UK The first regional consortium to buy into the Mondex scheme consisted of NatWest and Midland Bank, working with British Telecom. The subsequent merger of Midland and Hong Kong & Shanghai Banking Corporation brought the latter group into the Mondex circle. They were granted franchise rights for Mondex in Hong Kong, and a variety of other Asian countries including China, India, Indonesia, Macau, Singapore, and Thailand. Another bank, the Bank of Scotland also eventually joined the UK consortium, but the cost of membership and a new emerging standard of security for card payment schemes in the UK, initiated in 1994, temporarily dulled interest from others in the UK banking community. Although Mondex International had worked closely with suppliers in establishing specifications and production standards for the technology, there were still many problems for the Mondex UK team to overcome. According to one of NatWest's business partners, |
Improving the Concept |
The electronic purse was first implemented as "The Byte"
card, in March of 1992. Byte was distributed to 6,000 employees for use
in a NatWest lunchroom which served as a proving ground for the technology.
Having demonstrated viability in a retail setting, a second trial was conducted
by Mondex UK as a municipality-wide roll out in Swindon, England, a town
of 156,000 inhabitants 70 kms south-west of London.
The Swindon Trial Swindon was selected as the pilot site based on a number of factors identified in Exhibit 3. The test began on 3 July, 1995 and was scheduled to last for two years. Media from throughout the world attended a briefing conducted in the Mondex shop on the Swindon high street. Later, outside the shop, reporters witnessed the first official use of the card and then used the Mondex card to shop in nearby stores. Swindonís role, was in part, to act as a global showcase for Mondex technology to aid the global selldown, Mondex executives estimated that the launch PR activity had generated more than £3.2 million pounds worth of equivalent free advertising for Mondex worldwide. Local preparations for the test started months before. One month before its opening the unidentified Mondex shop had been gaily decorated to attract the curious. Over a thousand people visited the store on opening day, with 5,000 over the next five weeks expressing interest in the card. Each was later sent an application form. Additional promotional activities continued after the roll out, including discounts on merchandise purchased with the card. The Mondex store was an information center for prospective customers and retailers, a center for special promotions, a training facility for merchants, and a demonstration center for prospective franchisees. Visitors, particularly from the Far East, were frequent. They were hosted by personnel from Midland, NWB, Mondex UK, and Mondex International depending on the nature of the visit and who was available. The many overseas visitors, sometimes accompanied by camera wielding reporters, occasionally inconvenienced customers visiting neighboring stores. Generally, however, the residents of Swindon seemed proud of the worldwide attention the test generated. The test required implementation of new payments infrastructure within Swindon. In addition to consumer cards, wallets, and card balance reading key chains, the two banks provided 20 Mondex enabled cash machines. In September of 1995, twelve Mondex ticket machines were installed in 6 car parks. Four months later, card readers were installed in 80 metropolitan buses that, in May 1996, offered reduced fares for Mondex users. BT installed 150 pay phones in October 1995 and intended to distribute 2,000 Mondex screen phones during the pilot. The Mondex trial also overlapped with BT's own interests in experimenting with screen phones and with smart card activated pay phones. The latter were, in the summer of 1996, being rolled out throughout the UK. Both hardware and software changes, however, would be required to make them Mondex compatible. Initial Results from Swindon Test The card had initially been targeted at NatWest and Midland's strong customer base. On opening day 1,000 cards were in operation. By May of 1996 there were over 10,000 cards in circulation, a penetration rate of 24% of the banks' 43,000 local customers. If extended to the two bank's nationwide customer base this would represent 2.5 million consumers. Although some press coverage suggested growth of the scheme was slower than anticipated, Ron Clark, Chief Executive, of Mondex UK found the results very satisfactory: The test had revealed some enhancement opportunities. Consumer research led to developing a device near retailer tills so card users without Mondex wallets could lock and unlock their cards. The early pay phones proved difficult to use and were confusing in the way in which money was transferred between the phone and the card. In June of 1996 a decision was made not to charge for use of the pay phones for downloading Mondex value onto cards. Card wallets were heavy and, for some customers, difficult to use. Customers also wanted to be able to see the last amount tendered on their key chains as well as the account balance. The car park ticket machines had experienced some failures prior to Christmas of 1995; Mondex had sent an apology to customers. Throughout the spring of 1996, Mondex personnel checked parking machines daily to ensure they were operating. Also, the separate Mondex terminal at the point of purchase required double keying and additional counter space. Already, however, one major retailer had begun taking steps to integrate Mondex card processing into their normal till. |
The Value of Mondex |
Mondex represented rather different value propositions for customers, retailers, and banks. The Customer Value Proposition Mondex sold the concept to Swindon consumers based on convenience, control, flexibility, and security. A promotional video praised the elimination of needed change for the car park. The cards PIN controlled locking mechanism and the ability to transfer money from one individual to another were highlighted, as was the ability, using the optional wallet, to examine the last ten transactions. The ability to use the phone to securely download a cash equivalent value was another strong selling point. Mondex had initially proven to be more popular with women than expected, and was particularly appealing to people who used debit or credit cards. The initial focus on Midland and NatWest's own customers as well as a Bank of England requirement that card holders have bank accounts, limited penetration in some segments. Mondex had used its relationship with the local football club and various public gatherings to promote the scheme to a wider segment of the Swindon populace. Still, the Bank of Englandís requirement for cardholders to have a bank account had triggered some complaints from union officials that Mondex was encouraging a two class society. Some retailers already wanted to sell "disposable" Mondex cards , similar to telephone calling cards. Two nondisposable cards had been approved by the Bank of England. The "linked card," allowed its user to transfer money between a bank and the card. For the Swindon test, the card's value was limited to £500 per day and was technically limited to £2,000. The "associated card" could only be used to make payments or to receive Mondex value from other cards. Upon initial receipt, Mondex cards were always of the latter type. Only when the user registered the card and picked up his or her pin number was the card linked. Users of the Mondex wallet received two additional associated cards. A majority of cards were linked. According to Julian Harding, Scheme Development Manager for NWB's Mondex UK unit, "the challenge lay not so much in getting people to use the card, it's getting the card in their hands." But Harding felt that the consumer proposition was maturing: |
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Nationwide roll out will take closer to 10 years than 10 months. |
The Retailer Value Proposition The proposition to retailers appeared more tangible, as demonstrated by a consortium of British retailer's enthusiastic endorsement of the Swindon pilot. Over 700 retailers joined the scheme in Swindon, about 70% of Swindon's retail population. Many ran promotions, reducing prices for Mondex users. Retailers valued the speed, convenience, and security this new technology provided. Transactions could be completed in as little as three seconds and without a phone connection. Errors in making change were eliminated as were signatures, authorizations, and delays in clearing funds. Mondex electronic value could be transported to the bank via phone lines at the retailer's convenience. There were also hygienic implications for food retailers. A recent spurt of counterfeit currency had further increased interest. Eventually, the card might be used with retailer loyalty programs. One of the card's five ledgers, currently used to store five different national currencies, could be reassigned to accumulate loyalty points. A chain restaurant store manager became a vocal proponent of the technology, promoting it enthusiastically within his own chain and the restaurant industry. His store was willing to provide cash in exchange for Mondex value. Other Swindon retailers were enthusiastic about Mondex . By May of 1996, 1,800 point-of-sale devices had been installed. Almost all major chains represented in Swindon were participating (Exhibit 4). So too were many small retailers. Newsstands, bakeries, and pubs, participated, as did a tattoo artist, a karate instructor, and the Swindon Town football club. Users could use the card to buy Lottery tickets and to pay their taxes. A local bingo parlor, forbidden by law from accepting credit or debit cards, accepted Mondex. Although Mondex had stopped actively recruiting retailers in the winter of 1996, they were still signing up in the spring of 1996. As one Swindon observer reported, "you can survive in here today without cash," though perhaps with long hair and riding the bus. Hair dressers and taxi drivers were two groups that had reacted with less enthusiasm to the scheme. The Value Proposition for the Banks Initial plans were to consider charging both retailers and customers a monthly fee for the Mondex services half way through the test. The slow roll out of some elements of the payment's infrastructure led management to forgo the fee. Instead, the service was justified based on its long run potential cost savings and, in the near term, as an additional element of the banks' customer service portfolio. It was also expected to be a valued element of customer service for both consumers and retailers. One significant potential long term benefit was the reduction in cash handling expense, a bank's most expensive transaction cost. |
Exporting Mondex |
Mondex had first been conceived and piloted in the UK, but
the target market was always a global one. A pilot had been initiated in
July of 1995 in San Francisco where Wells Fargo employees used Mondex cards
in 22 local retail outlets. Later that fall, Canada's two largest banks
joined Bell Canada in announcing their intention to run a one-year pilot
in Guelph, Ontario starting late in the second half of 1996. Another pilot
was rolled out in Hong Kong in October, 1996 involving 400 merchants and
Hong Kongís leading banks. Another pilot was initiated in bank cafeterias
in Christchurch, New Zealand. In the UK, NatWest in October of 1996, rolled
out the NatWest University Card, a variation of the Mondex Card, to 11,000
members of the University of Exeter community. Midland bank announced at
the same time a similar program with the University of York, involving
1,600 first year students.
It was becoming increasingly clear that the Mondex proposition varied considerably from market to market. In Canada the seamless interoperability for customers traveling or doing business across the border was a strong selling point. Australia bankers seemed to value more the potential for lowering internal operating costs, and improving customer service. North American participants seemed keen on its use within the emerging data highway. Maintaining a global brand and interoperabiilty within the constraints of local requirements presented a big challenge. Supporting an Emerging Electronic Marketplace Mondex International had recently beefed up its implementation consulting arm with both technical and commercial specialists. They would help diffuse the scheme into other environments, working with local personnel to modify the scheme to local conditions while maintaining security, interoperability, and a consistent brand identify (see Exhibit 5 for recent position announcements for Mondex International.) Education was a key requirement for Mondex International as David Braddock, Head of Technical Development and Services at Mondex, explained: Mondex International and its global partners would also require sophisticated information technology support. Mondex' site on the World Wide Web provided information on the Swindon roll out, descriptions of the technology and security considerations, and short video clips promoting the technology. Mondex USA had established a similar web site. But, as of July of 1996, there was still relatively modest use of the Internet technologies within MXI. Chris Potts, Head of Commercial Development and Marketing for MXI, explained the need for greater internal integration. |
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We sometimes know more about events in offices in Tokyo than we do of developments in our own offices in the UK. |
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Regulatory and Security Issues
FAQ on
RSA
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Mondex was more than just a subtle variation on a credit
card. It was essentially, a private enterprise entering into a business
that for many years had been the sole province of government - the issuance
of cash. But this, according to Robert Caplehorn, Mondex's Company Secretary
and General Counsel, was a relatively new phenomenon in some markets.
Regulation The Mondex scheme faced unique regulatory hurdles in each market it sought to enter. According to Caplehorn: Security Two issues that worried issuing banks, regulators and other participants in Mondex were the possibility that criminals would figure out how to counterfeit electronic purse value or would use the cards for money laundering. A variety of controls and secure technologies were intended to reduce and manage those risks. John Beric, head of Security for Mondex, described the framework used in the design of the card's security scheme. |
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Essentially, we are presenting
the criminal with the problem of turning the beef burger back into the
cow.
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In some systems, such as with credit card fraud, the emphasis had been on detection and recovery. It was common knowledge for instance, that counterfeit credit cards could be created using equipment that was easily available. Therefore the prevention barriers were not that strong , but the strength of the supporting infrastructure provided detection and recovery. Therefore, the criminals' business case could be restricted. One element of Mondex prevention was the cryptography built into the microprocessor chip. The cryptographic process assumes that the transmission media is hostile and that previous legitimate transmissions could have been recorded and then played back again for illegitimate gain. This latter possibility requires that each transaction has to be unique. Cryptography was required for each message exchanged between payee and payer. These included the following:
Beric described one approach to tamper resistance: |
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This is like designing a safe such that if you break the wall down you destroy its contents.. |
Recovery was the third leg of security. Recovery included stemming the loss with minimum disruption to service. Building modular systems that were renewable was an important lesson Mondex had learned. Beric explained, |
Mondex and the Internet
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Mondex International expected purchases on the Internet
to exceed US$200 billion by the year 2000, most for amounts of less than
$10. Mondex had attractive features for use in electronic markets. One
of the more compelling was the lack of transaction costs associated with
an individual purchase. Thus very small purchases, say 20 cents for an
article or case study, 5 cents for an astrology reading, or a penny for
the punch line of a joke, could be viable.
Mondex card holders wishing to use the card for Internet purchases would require a special card reader attached to their computer, perhaps just a slot in the keyboard. Once confirmation was received that another valid Mondex device existed at the other end, value could be transferred between the two cards -using the particular currency chosen by the purchaser and acceptable to the provider. As of October of 1996, these technologies were being trialed by Mondex franchisees and supplier companies. The emergence of standards for electronic payments presented challenges for MXI as Richard Fletcher, Head of Strategy & Planning, explained: |
Competition
VISA
Cash
MicroPayment Schemes |
Competition for Mondex would come from many quarters. The
large payments associations, such as Visa and MasterCard, were interested
in the electronic purse. Representing 19,000 and 22,000 member financial
institutions, respectively, and almost 750,000,000 cards, Visa and MasterCard
represented a powerful distribution arm. But the size of the banking constituency
they served could be an impediment to rapid change. In the summer of 1996
both Visa and MasterCard had trials underway. MasterCard had been experimenting
with a cash card in Australia, while Visa had put together a global brand,
VISA Cash, involving both disposable and reusable cards. The Visa brand,
though global, was backed up by programs licensed in various nations [ftn
7]. Interoperability among these national programs would require
further technical integration. Mondex, by contrast, had a global specification
ensuring that the technologies employed in trials were compatible and interoperable.
According to at least one source [ftn
8] , an alliance between Visa, MasterCard, and Europay to establish
a common specifications for stored chip card applications (the so called
EMV project), was "partly an attempt to shut out Mondex." In one early
implementation of EMV, Visa had teamed up with two of NatWest and Midland's
competitors in the UK - Barclays and Lloyds in what one banker descried
as Visa, "adding its badge to anything that moves as a spoiling tactic
against Mondex. [ftn
9]"
There were also over two dozen single country implementations of the electronic purse in place or planned. Among the early successes were programs in Belgium and Denmark. The Danish program, Danmont, had introduced nearly one half million cards since 1992 and began introducing rechargeable cards in August of 1995. Danmont, which by 1996 had spread to 60 towns and cities, was tightly linked to the government. According to Michael Keegan, Deputy Chief Executive of Mondex in July of 1996, "we think the end game here has to be global." Moreover, most of the competitive schemes relied on use of a network to fully accounting for each transaction. This limited the technology to purchases of a certain size and increased costs if the network expanded to deal with international transactions. Some countries stood to benefit less from global interoperability but required the more forgiving communications infrastructure that Mondex operated under. China's Golden Card project, for instance, involved 12 pilot sites with applications including social security benefits, telephone access, and the purchase of electric power as required. With telephones rapidly expanding in both China and India, it seemed quite possible to leapfrog such intermediate technologies as ATM machines [ftn 10]. On the Internet, a number of payment options were already operational while others were under development. DigiCash, a seller of a variety of electronic cash products, in October of 1994 launched a trial of its ecash product. Two years later 30,000 trial participants had received $100 cyber bucks, which could be used to buy various items from electronic shops. Although the electronic money could not be converted to real currency, the goods and services available, coupled with its relative scarcity, gave the currency value. A privacy feature made it impossible for the bank to be able to identify who had made what purchase from whom. Banks began using the DigiCash software and scheme to exchange real cash for ecash. For instance, in October of 1995, Mark Twain Banks of St. Louis, began offering a sliding fee payment ecash service with no transaction fees for electronic payments. In May of 1996 Deutsche Bank in Germany began a similar ecash trial. Another payments option on the Internet was Cybercash, founded in April of 1995. CyberCash' initial offering to retailers was secure credit card payments. By October of 1996 they had also announced their intention to provide and electronic check and CyberCoin, a cash payment service for micro payments of 25¢ or greater. Each of these products required authorization from the payer's bank. |
Conclusion
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On the 18th of July, 1996 Mondex International Limited,
was established as an independent payments organization. Headquartered
in London, the new organization would be owned by consortiums of firms
located on four continents (see Exhibit
6). Regional franchises to distribute the Mondex product were
apportioned out among these founding organizations. Each consortium was
to serve as an originator of Mondex value for their particular currency
and sell franchises and member licenses in their region. They were to receive
royalty payments for purses sold into their regions. Representatives from
each of the firms sat on the MXI board. Shares of Mondex International
Ltd, as well as some territories, had still remained available for as yet
unidentified partners. The intellectual property rights to Mondex were
licensed by NatWest to Mondex International in exchange for a fixed sum
and deferred payments from future successes. This would include royalty
for every purse that is issued, including those embedded in equipment such
as ATM's and phones.
On July 26th, 1996 David Mills, took over as Chairman of Mondex International and Michael Keegan, formerly Deputy CEO, was elevated to CEO. David Mills, previously served as Chairman of First Direct, Midland's phone-banking service and as General Manager of Retail Banking Services for Midland Bank. In November, 1996 MasterCard International announced its intention to purchase a 51% share in MXI as well as its intention to adopt MXI technology as its future choice of strategic chip platform. On 5 December, 1996 Mondex USA was formed, adding five additional firms to the list of Mondex owners [see Exhibit 7 - in pdf format - for MXI organization chart as of January of 1997.]. In the spring of 1996, anticipating the incorporation of Mondex, Tim Jones had decided to stay with NatWest and was appointed as Managing Director of Electronic Markets for NatWest UK, but, in September 1996 he was appointed Managing Director of Retail Banking Services, with responsibility for the branch network business of NatWest UK. Prior to those appointments, Tim Jones had offered an assessment of the future of the technology that was at the foundation of Mondex. |
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The same concept could be applied to stocks and shares, insurance contracts, and so on. |
Mondex by contrast is a closed system, in which data is created within the cryptographic scheme. While this data can pass between valid entries comprising the cryptographic scheme, its data never leaves the scheme unless destroyed or removed in a highly controlled environment. The data is, therefore, protected throughout its life by the scheme and can thus be considered as a durable asset. In the case of Mondex, the asset is money, but the root concept is much more broadly applicable. The same concept could be applied to stocks and shares, insurance contracts, and so on. Within MXI, Michael Keegan and his management team would oversee the roll out of the original Mondex proposition across four continents while facing opportunities to migrate the technology into new vertical markets such as health care, pension, loyalty programs, petrol pumps, transportation, conditional access, or food stamps. There would also be an opportunity to grow a consulting business to support Mondex Global Founders and its customers. But limited resources would require tight focusing of attention. Speaking before taking over as MXI Chief Executive, Michael Keegan noted that the wealth of opportunities exceeded the firm's ability to respond. |