Cell phone-activated vending machines

Marconi Online Systems (Greensboro, NC) has announced an important new pilot project in Europe for "Dial-a-Coke" This pilot potentially could change the way many consumers buy drinks from vending machines.

Approximately 6,000 machines will be specially upgraded to become `Dial-a-Coke' outlets using Marconi's Intelligent Vending technology - an innovative solution which allows consumers to pay for their beverages using a cellular phone. Consumers no longer will need correct change (or any ready cash at all) in their pockets to make a purchase. The system is designed to be quick and very easy to use, and will work alongside existing coin systems, giving customers either purchase method option.

The machines will also use Marconi's world leading Intelligent Vending solutions to deliver `Online Vending'. The system allows vending machines to call in overnight, making sure that the very latest sales and operational reports arrive at the bottler's depot every morning.

This innovative concept of making each machine an intelligent part of a proactive system has already delivered proven benefits to other drink bottlers around the world. By combining the `Dial-a-Coke' facility with on-line vending machines, the bottler will be able to easily track the success of the new scheme, reporting the number of cash and Dial-a-Coke transactions for each machine together with the date and time each product was sold.

"In addition, keeping out-of-stocks to a minimum and improving customer confidence that machines are always clean, filled and working are other benefits from the Intelligent Vending solution" said Peter Short, vice president - Marconi Online Systems. "And because operators are able to streamline delivery routes, fully account for cash and stock and reduce the impact of machine faults such as coin jams by prioritizing maintenance visits, significant operational savings have also been seen."

Short added, "Marconi is serious about providing the most advanced m-commerce and management innovations to vending, fuel dispenser and retail consumers. We are focusing on increased sales, improved customer convenience and reduced overheads. Along with new payment techniques, we are constantly looking for other ways that retailers can raise vending machine revenues - the current Marconi solution includes interactive media screens, loyalty and promotion services which dramatically increase machine sales and develop valuable consumer relationships."

For more info: Kathy Holland, Marconi Commerce Systems. Tel: 336/547-3174; Fax 336/547-5299; kathy.holland@marconi.com.