ITEC0722 Mobile Business and Implementation

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16 Φεβ 2014 (πριν από 3 χρόνια και 8 μήνες)

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Lecture 2

Introduction to Mobile Business

Asst.Prof.Supakorn Kungpisdan, Ph.D.

IRCA ISMS, ITIL
-
F, C|EH, C|EI, CCNA, CCNAS, E|CE, C|ESS

ITEC0722 Mobile Business and Implementation

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Outline


Internet of Things


Mobility


Mobile Internet


Mobile Business and Mobile Commerce


Driving Force for Mobile’s Growth


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Internet of Things (IoT)

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Google Glass

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Fitbit

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Putting IoT to Work

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http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_internet_of_things

Outline


Internet of Things


Mobility


Mobile Internet


Mobile Business and Mobile Commerce


Driving Force for Mobile’s Growth


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Wireless VS Mobility

The American Heritage Dictionary definitions are:


Wireless
: “
Having no wire or wires.


Mobility: “
1. Capable of moving or of being moved readily. 2.
Changing quickly from one condition to another.



(
The American Heritage Dictionary, 3rd Edition, Delta Trade Paperbacks
by Dell Publishing, copyright 1992)

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Mobility


The application of mobile devices and wireless technology
to enable communication, information access, and business
transactions from any device, from anyone, from anywhere,
at anytime.

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What are wireless applications?


Real
-
Time Quoting Engines


Location
-
Based Services


Wireless Portal/Commerce


Sales Force Automation


Global Positioning Systems (GPS)


Etc.

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Real
-
time Quoting Engines


Applications that provide
real
-
time information to the
end
-
user typically for
informational or analysis
purposes.

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Location
-
based Services


Targeted Advertising


Geofensing



welcome
customers to the area


Location
-
based Web
Optimisation



optimize
search to local area


Privacy issues arise


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http://www.forbes.com/sites/capitalonespark/2013/03/11/get
-
more
-
from
-
mobile
-
with
-
location
-
based
-
services/

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Location
-
based Services (cont.)

Wireless Portal/Commerce

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Attributes of Mobility and Wireless Devices


Always on


Remote access


Localization


Ubiquity


Personalization


Proactive Push


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Outline


Internet of Things


Mobility


Mobile Internet


Mobile Business and Mobile Commerce


Driving Force for Mobile’s Growth


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Mobile Internet


“Internet access from a mobile device, such as a phone, a a
tablet, a car information system, a watch, or some other
device capable of accessing the internet regardless of time
or location.”

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Three main elements of mobile internet

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Three main elements of mobile
internet (cont.)

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Sources of Mobile Internet


Fixed internet applications, such as
e
-
mail, news and stock broking.


Applications
are based on the fixed
internet. Therefore, the time to
market is considerably shortened.


Design
mobile extensions for
existing internet solutions. These
extensions are not available when
using the service with a
PC.


Instant
messaging used with online
auctions falls into this category.

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Sources of Mobile Internet


TV, radio or print is used in
conjunction with mobile
phones.


The new channel is used in
order to generate transactions,
increase interactivity or
provide secure and instant
payment channels to
consumers.

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Sources of Mobile Internet


Real
-
time information from the
corporate legacy systems is
used in order to generate
mobile applications.


For example, management
reporting, sales force
automation and employee self
service is used to increase
efficiency and cut down costs.

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Sources of Mobile Internet


Instant
messaging, location
technologies and personalization
are used to innovate new services
which are able to push time and
location critical content to
mobile devices.


These
applications are
personalized for the user
.


This
category has enormous
untapped potential because it is
something completely new.


It
uses the characteristics of a
mobile device creatively.

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Outline


Internet of Things


Mobility


Mobile Internet


Mobile Business and Mobile Commerce


Driving Force for Mobile’s Growth


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Definition of Mobile Business


“The exchange of goods, services and information using
mobile technology.”



Mobile business is a broad definition that includes
communication, transactions and different value
added services, which are made available using
mobile terminals such as phones, tablets.

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Mobile Commerce


Transactions with monetary value, conducted using the
mobile internet”

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Mobile Commerce Value Chain

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Consumer Mobile Commerce


What would you buy using mobile phone?


The key questions to ask in planning mobile
commerce solutions are:


Would it be easier to purchase this item by any other
means?


Do I get anything extra when using my mobile phone
for this purchase?


Can I receive enough information on the product this
way?

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Outline


Internet of Things


Mobility


Mobile Internet


Mobile Business and Mobile Commerce


Driving Force for Mobile’s Growth


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Driving Force for Mobile’s Growth


Consumer Drivers


Business Drivers

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Consumer Drivers: Opportunities


Personality extensions


Fun & games


New channel for existing entertainment


Etc.

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Customer Drivers: Challenges


Security


Customer experience


Devices functions and features


Lost or stolen devices


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Consumer Expectation


The “
speed of change
” is not just asking, but demanding,
that producers of goods and services react to consumers’
demand for anywhere, anytime services.


Our
customers are working longer hours, traveling more
(for business and pleasure), needing to meet tighter
deadlines, and basically not taking “no” for an answer.


Mobility
is certainly not the answer to all those customer
needs and wants.
But
, it is offering solutions to problems
and questions that could not be answered some years ago.

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Strategic Planning Process

for Mobile Business

1.
Developing an overall wireless vision

2.
Defining the organization’s wireless direction
/strategy

3.
Creating a prioritized portfolio of wireless initiatives

4.
Charting a roadmap for the deployment of high
-
priority
initiatives

5.
Validating the approach via a proof of concept

6.
Implementing the strategy

7.
Monitoring and adjusting the strategy

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Simple questions before
implementing mobile solutions


What are your business objectives?


Who are your customers and how will they benefit from mobility?


Who are your competitors and what are they currently doing in
the mobility or wireless space?


What internal skills do you currently have and where do you need
help to achieve your goals?


Have you identified organizations that you would potentially
partner
with in your mobile commerce endeavor
?


How will you measure the success of your mobile application
implementation?


Do you have a marketing strategy and communication plan?


Do you have a release plan?


How will you support your
mCommerce

site/products?

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Key benefits of mobile workforce


Reduced traveling


Streamlined data entry


Scheduling effectiveness


Administrative management


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Innovation in Sales


Exploiting Cutting
-
edge Mobile Technology


Improve representative effectiveness


New levels of flexibility


redesign sales tool for tablets


Locating nearby opportunities


show nearby
opportunities and unclaimed leads


Remote presence


live video conferences on tablets


Richer customer dialogue


more interactive and
engaging sales conversation using tablets


Real
-
time order placement

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http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture
-
Selling
-
More
-
with
-
Mobile
-
Solutions.pdf

General SFA functions


Forecasting or business planning


Knowledge management


Account management


Territory management


Opportunity management


Proposal definition

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Mobile SFA Process

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Key Benefits of Mobile SFA Application


Avoids
unnecessary
re
-
entry
of information from paper
-
based forms; ensures
accuracy


Provides faster turnaround
time on quotes


Provides comprehensive price
and product comparisons to
assist in selling process


Reduces/eliminates
unnecessary paperwork


Increases sales agent
efficiency

reduces cycle time
and increases sales call
potential


Increases
sales agent
effectiveness

real
-
time
access to information


Increases sales due to more
effective cross
-
selling


Allows sales team to always
be “
connected
” and have
access to
critical
information


Increases sales per agent


Allows client meetings to be
shorter and more informative


Provides targeted information


Improves the customer
experience

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http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture
-
Selling
-
More
-
with
-
Mobile
-
Solutions.pdf

Sales Force Automation

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Field Service Mobility (FSM)

Process Improvement Opportunity:

Extending web to wireless


The goal is to provide value
-
added services through
mobility with minimal
disruption to existing
processes.


E.g. WAP, mobile site



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Process Improvement Opportunity:

Extending business processes with mobility


E
xtend
existing business
processes while new processes
are born through adaptive
business models.


New
opportunities to streamline
company business processes
emerge and evolve to produce
new revenue opportunities
.


E.g. Real
-
time tracking and alert
mechanisms provide supply
chain monitors with the
capability to monitor
shipments
and product line quality in ways
that traditional business models
were not capable of doing.

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Process Improvement Opportunity:

Enabling a dynamic business model


Convergence of wireless
technologies merge
perfectly with business
models

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Enabling Technologies


Increased bandwidth


New devices


Smartphones, tablets, phablets, intelligent gadgets, etc.


Voice recognition/navigation


Localization


Etc.

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http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture
-
Selling
-
More
-
with
-
Mobile
-
Solutions.pdf

Question?

Next: Writing A Business Plan

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Discussion


Work in a group of 4 students


Discuss advanced mobile/wireless/sensor
technologies available in the market.


Propose an idea of a product based on chosen
technology


E.g. a mobile app (solution) that prevents children to
spend too much time on their phones.

ITEC0722 Mobile Business and Implementation