3rd party billing provider content provider mobile user mobile content percentage of user fee user...
TRANSCRIPT
Mobile Commerce Business Models ,Business intelligence
OUTLINE
1. M-Commerce Value ChainM-Commerce Business Models
2. Mobile Business Intelligence
User Fee Business Models Shopping Business Models Marketing Business Models Improved Efficiency Business
Models Advertising Business Models Revenue-Sharing Business Models
What is Business Intelligence
Basic approaches to mobile BI
1. Event-based alerts2. Static mobile reports3. Mobile BI dashboards
Types of E-Commerce
Classified by nature of market relationshipBusiness-to-Consumer (B2C)
Business-to-Business (B2B)
Consumer-to-Consumer (C2C)
Classified by type of technology usedPeer-to-Peer (P2P)
Mobile commerce (M-commerce)
M-Commerce Value Chain
Question :Identify the main attributes of business models from perspective of mobile business
Business Models
User Fee Business Models (subscription
and usage fees)
Shopping Business Models
Marketing Business Models
Improved Efficiency Business
Models
Advertising Business Models
Revenue-Sharing Business Models
User Fee Business Models
Subscription FeesTend to be easier to collect than transaction fees, and provide a more predictable source of income. Independent content providers might find it more economical to rely on the mobile network operator for the collection of subscriptions
Usage FeesCharge for actual usage of a serviceare the ultimate source of revenue in the sense that they make it possible to charge for actual usage of a service, with each access generating additional revenue for the content provider
The User Fee Business Model
often involves relying on a third-
party micro billing provider,
whether for the collection of
subscription fees or for actual
usage fees.
3rd Party Billing
Provider
Content Provider
Mobile UserMobile Content
Percentageof User Fee
User Fee (monthly subscription or actual usage fee)
Shopping Business Models
This model is fairly similar to the one of wired
e-tailers Players here sell goods and services over the mobile Internet, viewing it essentially as another distribution channel. They include both pure-play Internet companies such as Amazon or Travelocity
Examples of e-tailing Websites :
The Shopping Business Model is similar to the one found on the wired Internet. Payment also often involves a third party, not represented here, such as a credit card company, bank, or mobile network operator, which will generally keep a percentage of the transaction.
Mobile e-Tailer
MobileShoppe
r
Payment
Mobile Content
Product/Service
Marketing Business Models
Uses Internet technology to create markets in digital environment that bring buyers and sellers together
To display productsSearch for productsEstablish a price
The Marketing Business Model is adopted by brick-and mortar players and traditional Internet companies interested in using the mobile Internet as a marketing channel rather than as an actual sales channel Their core business subsidizes their mobile Internet presence.
Mobile User
&Core
Business
CustomerProduct/Service
Non-Mobile Payment
Mobile Marketing ContentContent ProviderMobile Internet
Presence
Marketing“Subsidy”
Core Business
Mobile User
&Core
BusinessCustomer
Improved Efficiency Models
Other content providers simply view the mobile Internet as an opportunity to cut costs and improve customer satisfaction.
This is similar to the view many companies have of the wired Internet, where an online presence can help reduce operating expenses.
Mobile examples of this model include mobile banking, mobile trading, or mobile ticketing.
These solutions make it possible for companies to cut down on personnel at branch offices, call centers, ticketing booths, and counters.
The Improved Efficiency Business Model:
savings in operating costs and added convenience to the user offset the costs of setting up a mobile presence
Mobile User
&Core
Business
Customer
Mobile InternetPresence
TraditionalBusiness
LowerOperating Costs
Content ProviderMobile Service/Content
Service Usage/Transactions(possibly including payment)
Mobile User
&Core
BusinessCustomer
Advertising Business Models
Performance-based Fees• Fees based on the number of click-throughs or call-throughs
Flat FeesCharge flat fee for displaying advertisement over a period of time
Traffic-based FeesPaying based on the number of times an advertisement is placed
Methods of computing fees:
presents a generic illustration of the Advertising Business Model. The advertiser generally pays a fee to the content provider for adding promotional messages to the content it delivers to mobile users.Variations might include wireless advertising agencies, working as intermediaries between advertisers and content providers.
Advertiser
Advertising Fee
PromotionalInfo
Product/Service
Payment
Mobile Service/Content includingPromotional Info
Content Provider
Mobile User
Revenue Sharing Business Models
Revenue sharing generally involves collecting payment from the user and redistributing it across the different parties involved in delivering the serviceThe content provider might have to rely on partnership arrangements with other companies that will combine its content with that of others in order to deliver a compelling service.
Examples of content :often falling under this category include local weather updates, traffic conditions, news updates, and games and other entertainment services.
Mobile UserContent
Owner
MobileContent Provider
Content
Share of Revenue
Payment
Value-AddedMobile Content
Mobile User
Revenue Sharing Business Model. When the mobile content provider happens to be a mobile network operator, payment might be traffic-based
Mobile Business Intelligence
Question :Concepts contributing to business intelligence in modern mobile business environment
What is Business Intelligence (BI) ?
(BI) is a category of applications and technologies for gathering, storing, analyzing, and providing access to data to help enterprise users make better business decisions
The convergence of Business Intelligence and mobility, resulting in the capability to deliver data anytime anywhere, has been well underway for some time. Professionals are fast becoming comfortable with the use of smart phones not only for communication purposes but also as a means of keeping up to date on business information
There are three basic approaches to mobile BI
1. Event-based alerts
2. Static mobile reports
3. Mobile BI dashboards
1. Event-based alerts
provide a mobile indication (e.g., text message, email, voice message) of particular situations such as a point-of-sale malfunction or alarm on the property. This approach is useful for communicating that something has happened.
2. Static mobile reports
provide mobile access to daily or weekly reports that are viewed on the smartphone.This approach provides some information that themobile worker can use to determine why a situationhas occurred without returning to the office.
3. Mobile BI dashboards
connect directly to the backend BI (Business Intelligence) system and allow the user to dynamically accessand interact with the data in tables or graphic formats.This approach provides the mobile worker with theability to analyze current data and determine thebest action to take in response to a situation.
The goal of mobile BI is to provide the worker with the
contextually relevant information to make the best decisions.The mobile BI dashboard approach provides access to themost up-to-date data and the interface and interaction withthat data to effectively analyze the data on mobile devices.The resulting improved decision making can be a significantcompetitive advantage, enhancing customer satisfaction andbusiness performance.
The mobile workforce is growing in every region
of the world. And, by 2011, nearly 3 of every 4people in the U.S. workforce will be mobile.Source: IDC Worldwide Mobile Worker Population 2007-2011 Forecast(IDC#209813)
Benefits of the new environment
Faster business decisionsImproved collaboration on marketing materials and planning schedulesReduced IT support costs
Reduction in travel time and paperwork administration Savings in fuel costsReduction in data errorsSignificant rise in field worker productivityIncrease in accuracy and accessibility of information
Questions ?1. Identify the main attributes of business models from perspective of mobile business
2. Introduce the common technologies &/or concepts contributing to business intelligence in modern mobile business environment
3. Comment on the adequacy of the commonly addressed e-commerce business model from the view of mobile business
Thank you
ReferencesBooks:M-Commerce Technologies, Services, and Business Models By Norman
Sadeh , http://epubl.luth.se/1653-0187/2006/17/LTU-PB-EX-0617-SE.pdf
Links: http://www.site.uottawa.ca/~
nelkadri/Course%20Material/Lecture%202-Mobile%20Commerce.ppt http://bdnooz.com/2008/11/23/location-based-services-value-chain-part-1/ http://en.wikipedia.org/wiki/Mobile_commerce https://
oa.doria.fi/bitstream/handle/10024/34563/nbnfi-fe20041456.pdf?sequence=1 http://inforge.unil.ch/aosterwa/Documents/workshop/Camponovo.pdf http://www.themanager.org/resources/M-Commerce.htm http://
www.businesslink.gov.uk/bdotg/action/detail?itemId=1075386960&type=RESOURCES
http://www.cs.ccsu.edu/~stan/research/mcommerce/mcommercetechnologies-web.pdf
http://www.gs1.org/docs/mobile/Mobile_in_Retail.pdf http://www.gs1.org/sites/default/files/docs/mobile/GS1_Mobile_Com_Whitepape
r.pdf
ReferencesLinks:
http://www.wikio.com/technology/telecommunication/m-commerce http://
www.smartcardalliance.org/resources/lib/Mobile_Payment_Business_Model_Research_Report.pdf
http://www.c2mweb.eu/white-papers http://www.att.be/content/whitepaper/ATT-Vaultus_MobileBI_WP_final.pdf http://it.toolbox.com/blogs/bi-applications/what-is-bi-10201 http://www.mobilepaymentsworld.com/