Mobile Commerce - 中央大學管理學院 - 國立中央大學

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中央大學。范錚強

1

Chapter 8:
移動商務

M
-
Commerce

國立中央大學

資訊管理系

范錚強

Tel: (03)426
-
7250

http://www.mgt.ncu.edu.tw/~ckfarn

2011.05 updated

中央大學。范錚強

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M
-
Commerce

M
obile
C
ommerce (m
-
commerce, m
-
business)


Any business activity conducted over a
wireless telecommunications network or
from mobile devices

中央大學。范錚強

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M
-
Commerce Landscape Exh
8.1

中央大學。范錚強

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Attributes
o
f M
-
commerce

Ubiquity

Convenience

Interactivity

Personalization

Localization

中央大學。范錚強

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Drivers
o
f M
-
commerce

Widespread availability of more powerful mobile
devices

The handset culture

The service economy

Vendor’s push

The mobile workforce

Increased mobility

Improved price/performance

Improving bandwidth

中央大學。范錚強

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Wireless Mobile Computing
(Mobile Computing)




Computing that connects a mobile device
to a network or another computing device,
anytime, anywhere

智慧型手機

Smart Phone

BlackBerry, iPhone, Android…

中央大學。范錚強

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Mobile Devices

Mobile computers

P
ersonal
D
igital
A
ssistant (PDA)

A stand
-
alone handheld computer principally
used for personal information management

S
martphone

A mobile phone with PC
-
like capabilities

小筆電

NetBook

平板電腦

iPad, flyer …

中央大學。范錚強

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Mobile Computing Software
a
nd
Services

Messaging Services

S
hort message service (SMS)

A service that supports the sending and
receiving of short text messages on mobile
phones

M
ultimedia messaging service (MMS)

The emerging generation of wireless
messaging; MMS is able to deliver rich
media

中央大學。范錚強

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Voice
-
Support Services

I
nteractive voice response (IVR)


A voice system that enables users to
request and receive information and to
enter and change data through a telephone
to a computerized system

voice portal


A Web site with an audio interface that can
be accessed through a telephone call

中央大學。范錚強

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Wireless Telecommunications
Networks

P
ersonal
A
rea
N
etwork (PAN)


A wireless telecommunications network for device
-
to
-
device connections within a very short range

Bluetooth


A set of telecommunications standards that enables
wireless devices to communicate with each other over
short distances

NFC: Near Field Communications


Hand held device with a RFID tag/reader capabilities

中央大學。范錚強

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W
ireless local area network (WLAN)


A telecommunications network that enables
users to make short
-
range wireless
connections to the Internet or another
network

Wi
-
Fi (wireless fidelity)


The common name used to describe the IEEE
802.11 standard used on most WLANs

WLAN

WLAN

中央大學。范錚強

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Copyright © 2010 Pearson Education, Inc.

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Copyright © 2010 Pearson Education, Inc.

W
ireless wide area network (WWAN)


A telecommunications network that offers wireless
coverage over a large geographical area, typically
over a cellular phone network

WiMax


A wireless standard (IEEE 802.16) for making
broadband network connections over a medium
-
size
area such as a city

LTE
(Long term evolution)







8
-
13

WWAN

WWAN

中央大學。范錚強

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4G: WiMax, LTE

中央大學。范錚強

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Mobile Banking

Mobile Payments

Mobile Proximity Payments

Mobile Remote Payments

digital divide


Refers to the gap between people with effective
access to digital and information technology and
those without

Problem:
窮人怎麼辦?

Mobile Financial Payment

中央大學。范錚強

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Mobile Marketing Campaigns

Four classes of mobile marketing
campaigns:

1.
Information

2.
Entertainment

3.
Raffles

4.
Coupons

中央大學。范錚強

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The major objectives of these classes fell
into one of six categories:

1.
Building brand awareness

2.
Changing brand image

3.
Promoting sales

4.
Enhancing brand loyalty

5.
Building customer databases

6.
Stimulating mobile word of mouth

O
bjectives
of
Mobile Marketing

中央大學。范錚強

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Mobile Marketing Guidelines

The basic principles of the Global Code of
Conduct for Internet marketing:

Notice

Choice and consent

Customization and constraint

Security

Enforcement and accountability

中央大學。范錚強

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Needs
o
f
t
he Mobile Workforce

mobile worker


Any employee who is away from their primary work
space at least 10 hours a week or 25 percent of the time


Mobile workers can be divided into three segments:

Mobile professionals (senior executives and consultants)

Mobile field force (field sales and service technicians)

Mobile specialty workers (delivery personnel and construction
workers)

中央大學。范錚強

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Some solutions widely used by the three
segments include:

Mobile office applications

Sales force automation (SFA)

Field force automation (FFA)

Mobile CRM (e
-
CRM)

Push Mail

RIM (Research in Motion)

Blackberry

Apple iPhone

Mobile Workforce

S
olutions


中央大學。范錚強

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Challenges of Mobile Workforce Support

Network coverage gaps and interruptions

Internetwork roaming

Mobile network and application
performance

Device and network management

Bandwidth management

中央大學。范錚強

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Mobile Entertainment


Any type of leisure activity that utilizes wireless
telecommunication networks, interacts with
service providers, and incurs a cost upon usage

MOBILE MUSIC AND VIDEO

MOBILE GAMES

Technology

Number of players

Genre

MOBILE GAMBLING

中央大學。范錚強

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中央大學。范錚強

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Location
-
based M
-
commerce (L
-
commerce)


Delivery of m
-
commerce transactions to individuals
in a specific location, at a specific time

The services provided through location
-
based m
-
commerce focus on five key factors:

1.
Location

2.
Navigation

3.
Tracking

4.
Mapping

5.
Timing

中央大學。范錚強

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L
-
commerce Infrastructure

Mobile devices

Communication network

Positioning component

Service or application provider

Data or content provider

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Positioning Components

network
-
based positioning


Relies on base stations to find the location of a mobile device sending a signal
or sensed by the network

terminal
-
based positioning


Calculating the location of a mobile device from signals sent by the device to
base stations

global positioning system (GPS)


A worldwide satellite
-
based tracking system that enables users to determine
their position anywhere on the earth

Assisted GPS
(AGPS
)


Assisted GPS
可以除了用衛星定位外
,
還可以其他網路設備來定位
,
例如
用通訊基地台

real
-
time location system (RTLS)


Systems used to track and identify the location of objects in real time.


中央大學。范錚強

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Location
-
Based Data

Locating

Navigating

Searching

Identifying

Event checking

geographical information system (GIS)

A computer system capable of integrating, storing,
editing, analyzing, sharing, and displaying
geographically
-
referenced (spatial) information

中央大學。范錚強

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中央大學。范錚強

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LBS
應用案例

被動服務:

用手機查詢附近有啥

主動服務

追蹤各個用戶、告知和提醒

利用檢訊通知附近的活動和商家

用戶事先同意

資源監控和調派

車隊、員警、巡山員

中央大學。范錚強

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Barriers
t
o Location
-
based M
-
commerce

Lack of GPS in mobile phones

Accuracy of devices

The cost

benefit justification

Limited network bandwidth

Invasion of privacy

中央大學。范錚強

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M
-
commerce Security Issues

Worms capable of spreading through
mobile phones

Open
-
air transmission of signals across
multiple networks opens up new
opportunities for compromising security

Mobile devices are easily lost or stolen

中央大學。范錚強

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中央大學。范錚強

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Ethical, Legal,
a
nd Health Issues In


The isolation that mobile devices can impose on a workforce

Field service employees dispatched remotely visit “the office”
only briefly at the start and end of each day, if at all

Not easy to separate work and personal life on a cell phone,
unless one is willing to carry two phones or two PDAs

Health damage from cellular radio frequency emissions

Monitoring staff movements based on GPS
-
enabled devices or
vehicles

中央大學。范錚強

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P
ervasive
C
omputing


Invisible, everywhere computing; computing
capabilities embedded into the objects around us

Invisible Computing

Principles of Pervasive Computing

Decentralization

Diversification

Connectivity.

Simplicity

Internet of Things

物聯網

中央大學。范錚強

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RFID
:
radio frequency identification


A short
-
range radio frequency communication technology
for remotely storing and retrieving data using devices
called RFID tags and RFID readers

RFID Applications

Tracking and identifying people

Tracking vehicles and commuters

Tracking animals

Tracking assets

Tracking product inventory

electronic product code (EPC)


A product identification standard that specifies the manufacturer,
producer, version, and serial number of each (product) item

中央大學。范錚強

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Sensor Networks
a
nd Smart Items

S
ensor network


A collection of nodes, sometimes as small as
millimeters in length or diameter, capable of
environmental sensing, local computation,
and communication with its peers or with
other higher performance nodes

Sensor Networking Standards

Smart Applications