Mobile Portal Strategier 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 2 www.morten-rask.dk 1
Generelle forskelle på e- og m- business Mobilitet Lokalisering Kundens fokus Kundens placering National lederskab Brancheledere E-business Begrænset Klient specifik Penge Faste USA Nye spillere M-Business Allestedsnærværende Bruger specifik Tid Allestedsnærværende Europa / Japan Transformerede gamle spillere Morten Rask 3 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 4 www.morten-rask.dk 2
ISP WSP WSP Content providers FSP Phone SMS/ MMS Creditcards News Entertainment Employer CLIP functions Fax Voice E-mail 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 WSP Shops Source Morten Rask 5 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, WSP WSP, GPS Network Content aggregators, Internet portals WSP, Banks, Credit card firms Content Providers WSP Map makers News agencies. Travel firms, Entertainment firms, PIM firms, Employers Banks, Exchanges, WSP, Virtual and Physical businesses Morten Rask 6 www.morten-rask.dk 3
Mobile History In Japan Customers Hardware Vendors Content Providers Operator Software Vendors Network Integration Morten Rask 7 2G Mobile Terminals Today Morten Rask 8 www.morten-rask.dk 4
UMTS Hardware NTT DoCoMo Terminals N2001 / N2002 from NEC Voice Phone i-mode i-motion (N2002) (N2002) USB Connection 384 kbps downlink 64 64 kbps uplink Weight 105g LCD 4,096 colors / 65,536 (N2002) (N2002) UIM card USB cable /PC card Organic LCD/EL Morten Rask 9 UMTS Hardware NTT DoCoMo Terminals Video Phone i-mode Real-time video image LCD 262,144 colors 64 64 kbps up/downlink Weight 150g UIM card P2101V from Panasonic / Matsushita Morten Rask 10 www.morten-rask.dk 5
UMTS Hardware NTT DoCoMo Terminals PC-card 384 kbps downlink 64 64 kbps uplink Weight 50g UIM -card P2401 from Panasonic / Matsushita Morten Rask 11 UMTS Hardware NTT DoCoMo Terminals Video Phone Two built-in cameras 64 Kbps videophone 384 Kbps downlink LDC with 262,144 colors Weight approx. 160 g D2101V from Mitsubishi Morten Rask 12 www.morten-rask.dk 6
Mobile Internet In Japan Map download service on mobile Name Zoom in/out Phone number Address Train station 1/10000 1/20000 1/50000 1/200000 Scroll Land mark Theme Longitude/Latitude Source: J-Phone Morten Rask 13 Mobile Internet In Japan NTT DoCoMo i-mode Access e-mail 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. 2000 and mar. 2001 % of each category out of total number of hits to i-menu sites as provided by content providers in Sep. 2000 and Mar. 2001. Source NTT DoCoMo May 2001 Morten Rask 14 www.morten-rask.dk 7
Mobile Internet In Japan 0 20 40 60 80 100 0 20 40 60 80 100 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. 11 9 7 6 5 3 2 1 1 0 27 24 22 19 17 17 16 65 60 41 i-mode Users 7 8 8 3 4 6 6 1 4 3 2 4 23 18 21 14 15 60 45 39 J-Sky Users Morten Rask 15 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 16 www.morten-rask.dk 8