Mobile Portal Strategier

Transkript

1 Mobile Portal Strategier Kapitel 19 fokuserer meget på locationbased commerce I dag forsøger jeg at vise af e- og m- handel hænger sammen og at vi ikke behøver at vente på den teknologiske udvikling Cand.merc. marketing 8. semester, 2003 Morten Rask Be close to your customers heart and wallet m-commerce One-to-Really-One Integrated M-Commerce Application C L I P M - p o r t a l m-brochure (Short, precise, and highly customized information delivered at the right time and place) m-manual (Regardless of location or time, virtual guiding of the customer in using the marketer's products and services) m-store (Transaction possibilities that do not depend on the locations of the marketer or the customer and are based on the CIP device acting as a payment system and/or as a location-based provider of products and services) CLIP = Communication, Location, Information and Payment device Morten Rask 2 1

2 Location and Role-based M- commerce Segmentation Role-based Segmentation On Duty Off Duty Home 1 2 Locationbased Segmentation Office Elsewhere Plus bevægelseshastighed Morten Rask 3 Generelle forskelle på e- og m- business Mobilitet Kundens placering Lokalisering Kundens fokus National lederskab Brancheledere E-business Begrænset Faste Klient specifik Penge USA Nye spillere M-Business Allestedsnærværende Allestedsnærværende Bruger specifik Tid Europa / Japan Transformerede gamle spillere Morten Rask 4 2

3 Specifikationsforskelle på e- og m- business E-business M-business Rolleafklaring Skarpere Mere uklar Specifikationstype Statisk Dynamisk Service og/eller indholds specifikation Kan konfigureres Kontinuerlig udvikling Morten Rask 5 ISP providers FSP Phone SMS/ MMS Creditcards News Entertainment Employer CLIP functions Fax Voice Writings Text-based data Private information C L I MEU P Company IS PIM systems Geographical position Geo-coded data Stock trade Wireless data & voice flow Financial data Satellites M- banking Maps Banks Stockexchange Billing E-wallet Aggregation Map makers Shops Source Morten Rask 6 3

4 Mobile Portal Partnere Communication Location Information Payment Device Manufacturers Mobile Phones, PDAs, Pagers Mobile Phones, GPS receivers Mobile Phones, PDAs, Pagers Mobile Phones, PDAs Infrastructure Enablers ISP, FSP,, GPS aggregators, Internet portals, Banks, Credit card firms Map makers News agencies. Travel firms, Entertainment firms, PIM firms, Employers Banks, Exchanges,, Virtual and Physical businesses Morten Rask 7 Mobile History In Japan Customers Hardware Operator Software Integration Morten Rask 8 4

5 Mobile magtforhold i Scandinavien/Europa Customers Operator Hardware Software Integration Morten Rask 9 Mobile History In Japan Customers Hardware Operator Software Integration Morten Rask

6 Mobile Internet In Japan Map download service on mobile Name Zoom in/out Phone number Address Train station 1/100001/200001/500001/ Scroll Land mark Theme Longitude/Latitude Source: J-Phone Morten Rask 11 Mobile Internet In Japan NTT DoCoMo i-mode Access i-mode sites 41% 25% Voluntary web sites 34% i-menu sites breakdown 20 % Other entertainment 4% Database 9% Transaction 14% Information 18% Games / Horoscope 35% Ringtones / Screens The numbers represent the percentage to the total accesses made as Sep and mar % of each category out of total number of hits to i-menu sites as provided by content providers in Sep and Mar Source NTT DoCoMo May 2001 Morten Rask

7 Mobile Internet In Japan Downloading melody Downloading character main menu train timetable Playing game Fortune teller train route Sports news Dictionary Reading news Searching restaurants Check the bank account Getting map Concert Ticket resv. Search engine Air Ticket reservation Bank transfer Stock on-line trade Hotel reservation Getting stock info i-mode Users J-Sky Users Morten Rask 13 Location-Based Commerce Location-based commerce (L-commerce) applications are specific to user s location Global positioning systems satellite-based wireless system enables user to find their location anywhere on earth Geographical information systems (GIS) and GPS GPS on handsets Morten Rask

8 Case: Tankstation lige i nærheden En løsning, hvor man altid hurtigt kan få at vide, hvor den nærmeste tankstation befinder sig, når man kører på de danske motorveje Hvordan skal funktionaliteten være? Hvilke partnere skal der teames op med? Hvad vil være e- og hvad vil være m- business? Morten Rask 15 Be close to your customers heart and wallet m-commerce One-to-Really-One Integrated M-Commerce Application M - p o C I P r t a l m-brochure (Short, precise, and highly customized information delivered at the right time and place) m-manual (Regardless of location or time, virtual guiding of the customer in using the marketer's products and services) m-store (Transaction possibilities that do not depend on the locations of the marketer or the customer and are based on the CIP device acting as a payment system and/or as a location-based provider of products and services) CIP = Communication, information and payment device Morten Rask

9 Generelle forskelle på e- og m- business Mobilitet Kundens placering Lokalisering Kundens fokus National lederskab Brancheledere E-business Begrænset Faste Klient specifik Penge USA Nye spillere M-Business Allestedsnærværende Allestedsnærværende Bruger specifik Tid Europa / Japan Transformerede gamle spillere Morten Rask 17 Specifikationsforskelle på e- og m- business E-business M-business Rolleafklaring Skarp Uklar Specifikationstype Statisk Dynamisk Service og/eller indholds specifikation Kan konfigureres Kontinuerlig udvikling Morten Rask

10 ISP providers FSP Phone SMS/ MMS Creditcards News Entertainment Employer CLIP functions Fax Voice Writings Text-based data Private information C L I MEU P Company IS PIM systems Geographical position Geo-coded data Stock trade Wireless data & voice flow Financial data Satellites M- banking Maps Banks Stockexchange Billing E-wallet Aggregation Map makers Shops Source Morten Rask 19 Mobile Portal Partnere Communication Location Information Payment Device Manufacturers Mobile Phones, PDAs, Pagers Mobile Phones, GPS receivers Mobile Phones, PDAs, Pagers Mobile Phones, PDAs Infrastructure Enablers ISP, FSP,, GPS aggregators, Internet portals, Banks, Credit card firms Map makers Webservice News agencies. Travel firms, Entertainment firms, PIM firms, Employers, Others Banks, Exchanges,, Virtual and Physical businesses Morten Rask

11 Netværket Customers Hardware Operator Tankstationer Software Integration Morten Rask 21 Hvordan kan Sonofon være med? M- og E-strategier Segmentering af kunderne? Er operatøren ligegyldig når det handler om levering af indhold? Hvordan er afhængighedsforholdet til andre m-deltagere? Osv. Morten Rask