FYP Presentation 2003-2004

CHA2Mobile Commerce Applications II

Mobile Marketing Mobile Marketing Management SystemManagement System

Presented by

Cheng Mei Yi, Maggie

Fong Pui Yee, Momoko

Lo Wai Keung, Ken

Advised by

Prof. Samuel T. ChansonProf. Samuel T. Chanson

OverviewOverview Introduction Results Conclusion Q&A

IntroductionIntroduction Background

– Popularity of SMS– Inefficiency of traditional marketing techniques (mainly

not tailor-made for individual customers) Motivation

– Apply mobile technologies on commercial usage– Solve existing problems in marketing

Objective– Effective mobile marketing solutions– Efficient management system

Challenges– Stable and extendable system– Interactive with fast response time

System DesignSystem Design System Architecture

– Three-tier Model

Data-Storage TierApplication-Server TierClient Tier

SMS gateway

System Design Components

– Central management system (CMS)– User interfaces– Mobile services

Mobile Services

Central Management System

User Interfaces

Gateway Database

Central Management System Central Management System (CMS)(CMS)

Database Interface– Handle network connection to database– Retrieve/Store data from/to database

SMS Processor– Direct SMS between SMS gateway and mobile services

Message Log System– Log incoming/outgoing SMS to database

User InterfacesUser Interfaces Management System Interface

– Manage merchants’ information, coupon and promotion details– Set up SMS game questions – Review member behavior and usage statistics

Merchant Interface– Review the company profile– View query message statistics– Monitor popularity of published coupons

Customer Interface– Do registration– Download mobile coupons via SMS or MMS

Mobile ServicesMobile Services Functions

– Interactive merchant query– Interactive product query– SMS game– Mobile coupon– Promotion broadcast

Purposes– Cater customers’ interests– Facilitate delivery of promotional material

Mobile service -Mobile service -Interactive merchant queryInteractive merchant query

Purpose– Allow customers to query the location and telephone

number of a merchant via SMS

Design – Location-sensitive – Multiple outlets supported– Coupled with latest promotion

Mobile service -Mobile service -Interactive product queryInteractive product query

Purpose– Allow customers to locate outlets which selling a specific

product

Design– Location-sensitive – Multiple interactive SMS messaging supported

Mobile service -Mobile service -SMS gameSMS game

Purpose– Provide merchants to set up SMS games to customers for

promotion purpose

Design– Sending question, performing lucky draw and publishing

results– Acting on schedule automatically– Selecting targeted receivers according to gender, age

group and interest

Mobile service -Mobile service -Mobile couponMobile coupon

Purpose– Allow merchants to create mobile coupons for members to

use

Design– Support SMS/MMS coupons– Allow mobile coupons to be downloaded from web– Use WAP phone to redeem

Valid Coupon

Invalid Coupon

Mobile service -Mobile service -Promotion broadcastPromotion broadcast

Purpose– Broadcast promotion information to customers

Design– Sending promotions on given schedule – Selecting targeted receivers according to gender, age

group, interest, location and income level

Conclusion Achievements

– Apply mobile technologies in Marketing– Promote everywhere– Employ Customer Relation Management (CRM)

Possible Future Extension– Automatic location searching

Thank you!

Q&A