smart microSD
The Best Approach for NFC

May 2013© SD Association. All rights reserved.

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SD Today

A global ecosystem of 1,000+ companies setting industryleading memory card standards.
Est. 8,000+ consumer electronics models manufactured by
400+ brands worldwide rely on SD standards.

microSD is the #1 memory card form factor
for mobile devices with ~95% of mobile
memory card shipments
78% of all mobile phone shipments have amemory card slot
© SD Association. All rights reserved.

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MOBILE PHONE
IS THE MOST CARRIED, CONVENIENT TO ACCESS,#1 END USER DEVICEMOBILIZATION OF SERVICES:A REQUIRED STRATEGIC EVOLUTION© SD Association. All rights reserved.

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Mobilization of Security Services

CONTACTLESS CARD SERVICESREQUIREMENTS:•Contactless capabilities•
Adequate secure element

SECURITY TOKENSREQUIREMENTS:•
Adequate secure element•+/- display, etc.

© SD Association. All rights reserved.

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Mobilization of Security Services

SE

CONTACTLESS CARD SERVICES
SE

microSD with built in SE+NFC•
Antenna and SE embedded•
Global platform + JavaCard•Proprietary solutions from various vendors(standard solution with ASSD protocol possible)•

Compatible with most phones with microSD

SECURITY TOKENSSE

Meet all requirements
 Contactless capabilities
 Adequate secure element
 Display for enhanced user experience© SD Association. All rights reserved.

smart microSD with built in SE andexternal SWP connection to host NFC•
Specifications released and available•
Global platform + JavaCardSE•
SWP additional pin for NFC phones•
Additional ASSD protocol•
Compatible smart microSD compliant phones•
Standardized solutions available from various vendors
5microSD

KEY BENEFITSFOR SERVICE PROVIDERS© SD Association. All rights reserved.

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Largest Reach and Worry-Free
Users’ current phone (with microSD)
Any mobile operators
Any mobile plan
Phones with and without* NFC

User’sCurrent
Phone

Applets* Without NFC: Proprietary solutions© SD Association. All rights reserved.

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Business Independence
 Easier launch. Lower cost.
 No need for 3rd party agreement
 No upfront TSM integration

User’s Current Phone Large choice of business models

YOUR BRAND
YOUR APP No rental fees
 User subsidized
 You decide Differentiation
 Full control the App andthe user experience© SD Association. All rights reserved.

Applets8

Fits Existing Business Process
Same distribution process
as for existing contactlesscards or tokens

Mobile App

JavaCardApplet (TSMor Local)

smartSD memory cards can be distributed

PERSONALIZED••

Postal/mailOn-site issuance

And also memory card distribution• Traditional retail peg packaging and more

© SD Association. All rights reserved.

& TSM COMPATIBLE
9Service Delivery Kept Simple

AWARENESS
Value propositions
for the end user
Service Retailers
Providers

Payment
Network

MNO Handset
Maker

End userjourney
DownloadServicemobile App© SD Association. All rights reserved.

Enjoy theNFC‐
enabledserviceI want to
get thosebenefits

Purchase
NFC HW oruse existingone

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END USERKEY BENEFITS© SD Association. All rights reserved.

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End User Benefits Summary
Instantgratification

Easy toupgrade amobile device

Easy to change
mobileoperators

Creates larger
ecosystem ofvendors

Control apps
and applets

Extra storage
for PC, phones
tablets, etc.

© SD Association. All rights reserved.

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CARD ISSUER
KEY BENEFITS© SD Association. All rights reserved.

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Benefits for Card Issuers
Typical card issuers:•Business
Independence•Larger reach:•Any user•Any phone•Lower up‐front
costServiceProviders© SD Association. All rights reserved.

•Typical retailmodel & revenue•Opportunity fornew revenue
streams fromservices

Retailers•Lower up‐front
cost for NFC(Targeted users)•Reach moreusers andpossibly acquire
subscribers fromcompetition•New TSM
opportunities•Businessindependence•Large Reach•Direct
relationship

MobileOperators

TSM
operators

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&CONSUMERCENTRIC MODEL© SD Association. All rights reserved.

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Consumer Centric Overview

Online Access &Authentication.
.

Privacy& Data Security.
.

Digital Signature& non‐repudiation.
.

Plus many more token Apps

ServiceProviders

MNOPerso
BureauRetailersPayment
Network

Handset
Maker
Wallet/OSDeveloper

Banking andPayment
Transit & closedsystems
Physical accesscontrol
And many more NFC services

 End user control of Apps/Services
 Choice of Distribution channels and retailers
 No constraints.
© SD Association. All rights reserved.

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Consumer Centric Model

Moreapps &services
Lower
up‐frontcosts

A model focused onA

VIRTUOUSSYSTEMMore
NFC HWavailable© SD Association. All rights reserved.

Moreinterest/benefits

Moreusers

creating value
for all parties
Versus controlling the secure
element to milk the service
providers and reduce churn17

Hardware Spec
Underlying Hardware
Smart microSD logo
Consumer Centric model
App and Services

THANK

Available
Available
Available
Ongoing
Waiting for you to adopt

YOU© SD Association. All rights reserved.

www.sdcard.org/developers/overview/ASSD/smartsd/

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www.sdcard.org© SD Association. All rights reserved.

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