mcommerce keynote

8/7/2019 Mcommerce Keynote

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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar

P. VenkataramProtocol Engineering and Technology Unit, ECE Dept.

Indian Institute of ScienceBangalore, 560 012, INDIA

e-mail: [email protected]://pet.ece.iisc.ernet.in/pallapa/


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Organization of TalkWhat is Mobile Commerce

Requirements of Mobile Commerce

Developments of Mobile Commerce

Challenges in Mobile Commerce

Some of the existing Applications of Mobile Commerce

Current Scenario

Research Activities

Conclusion


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Mobile commerce is a natural result of combining two strongly emergingtrends: electronic commerce and ervasive com uting.

Internet + Wireless + E-Business = M-BusinessGoing online anywhere at anytime and using multi le devicesNew business o ortunities

M-Commerce re resents another wave of the e-commerce invasion that ischanging the nature of business in the 21st century.

Ex onential growth (kee s growing)

What is Mobile Commerce


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Fixed Vs Mobile Commerce

WAP Server Web Server

CheckBank

Balance

CheckStockPrice

PurchaseStock

MultilingualContentDatabase

CustomerDatabase

ProductDatabase


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U biquitous com utingAnywhere, anytimeConvenient, instant connectivity

Very ersonalevice owner has an exclusive access to the contents/services

Service roviders know who the owner isVaried users, usage contexts

Elementary school students, grand as, grandmasLocation & context-sensitive a lications and services

AmbidextrousWork & Play: Business ur ose + Personal fun

Peo le seem willing to ay for mobile services

Characteristics of M-Commerce


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Requirements for M-Commerce

Hardware technologies for ubiquitous com uting

Software infrastructure for ubiquitous com uting

Sensing and interaction with the hysical worldGraceful integration of human users

Systems considerations, including scalability, security, and rivacy.


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Technological Challenges of M-Commerce

Usability( Consistent andReliable Interface)

Security( Peace of Mind)

PersonalizedServices

IntelligentServices

( Smart about you,your location )Pervasive &

Flexible Payment( Pay for any service

Usin Mobile) ConsultationCapabilities

( Phone a Friend )


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U sability

Intelligent and Personalized ServicesIt is useful to determine what the mobile industry considers a service ( a setof functions offered to a user by an organization)

Personalized services have access to im ortant user information thatenables them to tailor their o eration to the needs of the served user.Exam les include s eed dialing using ersonal contact lists or address book

Pervasive and Flexible Payment MechanismsIt may be ossible to re lace credit-cards and a er money by makingmobile hones act as electronic wallets.U sers credit-card details may be stored on the hone or on the usersSubscriber Identity Module (SIM) card.A ccess Tokens are assigned when subscribing to a service or requesting tobuy an item.

Technological Challenges of M-Commerce (contd)


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SecurityAuthentication is a property by which the correct identity of an entity or

party is established with a required assurance.C onsultation C apabilities

The Session Initiation Protocol (SIP) should be the biggest enabler of thesekinds of services.These features should enable consultation sessions to be established wherea otential customer is taken through the features of a roduct by an ex ertusing a multimedia resentation and/or a website.

C omputing Environment

Infantile:The area is in its infancy and needs lot of coordination between theindustries and institutions to bring out a common standard for resolvingthe issues of ervasive com uting .



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U ser in ut (voice, text, gestures) ;Human com uter interaction technology should be develo ed for voicerecognition, gesture recognition and natural language rocessing of thetext.

Context aware systems:The smart devices software and hardware architectures should bescalable, and secured to handle context aware o erations, which mayinvolve communication between diverse users and com onents.

IPv4:A bridging su ort should be develo ed for embedded devices tocommunicate through Internet.

Anonymity:The devices should allow others devices to track its o eration andcommunicate among a grou of com onents and users in a securedmanner.

U biquity:The devices should be ca able of ubiquitous com uting.



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Building Blocks of M-Commerce


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U ser EquipmentA mobile hone or P A acts as the user end oint

Access Network

To rovide authentication to validate a users attem t to consume networkresources

Service NetworkLinked to the Access Network, robably via secure Virtual Private Network(VPN).The Service network rovides ersonalized ortals to many services,including commerce.

Building Blocks of M-Commerce


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Wireless develo mentF irst-generation wireless technology was the cellular honeSecond generation wireless technology, which includes digital cellular

hones, is currently in use worldwideThird generation, or 3G technology will enable wireless devices to send andreceive data as much as seven times faster than a standard 56K modem(0.4M ~ 2Mb s)F ourth generation, networks designed to uninterru ted high s eed datatransfer

Wireless devices

Personal digital assistants (P As)igital cellular hones

Two-way agers, la to s

Enabling Technologies: Mobile Commerce


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Clear trend for the convergence of several mobile devices includingintelligent home a liances

P A hone: P A + Cell hone

Phones with MP3 layer, voice recorder, digital camera, GPS

Wireless control of refrigerator,TV, V through a cell hone

Enabling Technologies: Mobile Commerce (contd)


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Mobile Communications

GSMGSM (Global System for Mobile communication) is a digital mobile tele hone system

that is widely used in Euro

e and other

arts of the world. GSM uses a variation oftime division multi le access (T MA).GPRSGeneral Packet Radio Services (GPRS) is a acket-based wireless communicationservice in GSMC MAC MA is a form of multi lexing, which allows numerous signals to occu y a singletransmission channel, o timizing the use of available bandwidth.Mobile-IPMobile IP is an Internet Engineering Task F orce (IET F ) standard communications

rotocol that is designed to allow mobile device users to move from one network toanother while maintaining their ermanent IP address.

Enabling Technologies: Mobile Commerce (contd)


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Tools su orting develo ment of evices in Mobile Commerce

Object Technology is laying a major art in sha ing ervasive com utingaradigm.

Java, C++ and XML are often used for im lementation at the server side, andin the meantime as well as on the ervasive device.The O en Services Gateway initiative (OSGi) will lay a key role in o erating

ervasive devices.

Hardware / Software Tools

A lication-S ecific Integrated Circuitry (ASIC) S eech recognition

Gesture recognition System on a Chi (SoC)

Perce tive interfaces Smart matter

F ield Programmable Logic Gates ( F PLG) F lexible transistors

Micro lectro Mechanical Systems (M MS). econfigurable rocessors


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BankingF inancial services

Security services

Sho ingAdvertising

Entertainment

Customer care

Information rovision

Adhoc auction, where a articular user advertises the availability of aarticular commodity, and invites bids.

M-Commerce benefits can be seen in :


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A lications of M-CommerceMobile F inancialA lications (B2C, B2B)

Banking, brokerage, and ayments formobile users

Mobile Advertising (B2C)Sending user s ecific and locationsensitive advertisements

Mobile InventoryManagement (B2C, B2B)

Location tracking of goods, boxes,Peo le

Proactive ServiceManagement (B2C, B2B)

Transmission of informationrelated to aging com onents toVendors

Product Locating andSho ing (B2C, B2B)

Locating/ordering certain itemsfrom a mobile device

Mobile Auction (B2C, B2B)Services for customers to buy/sellcertain items


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A lications of M-Commerce (Contd)Mobile Booking and Ticketing(B2C, B2B)

Services allowing customers to book,tickets for travel, hotel and events

Mobile Marketing Research (B2C)btaining instant feedback from

customers

Mobile CRM, Customer Su ort(B2C, B2B)

Customer acquisition and retention byroviding truly ersonalized content

Mobile Entertainment Service(B2C)

V , M , gambling, interactive gamesand other services

Mobile istance Education(B2C, B2B)

Taking classes, training courses usingstreaming video and audio

Wireless Business Re-engineering(B2C, B2B)

Information u /downloading by mobileusers (e.g. adjusters in an insurancecom any.


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U biquitous interactivity

Personal device: always handy and available at all times on a ersonU ser identity: The device carries its user identity; distinctly ersonal andthe usage can be tracked down to an individual rather than households(e.g., PC)

Location aware

Easy to track down where the user hysically is as long as the wireless

device is on (using GPS)

Location aware A lications


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Vehicle tracking

Automatic Vehicle Location (AVL): U sing GPS device installed in a vehicle,finds the location of a vehicleCan be used for ra idly dis atching taxis, ambulances, olice vehicles,trucksCan be used for navigating and o timal routing in unfamiliar geogra hicalareas or heavy trafficCan also be used for tracking cargo, delivery, baggage, giving customersmore accurate info

Location aware A lications (contd)


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Location aware A lications (contd)

Mobile GPSU nit Communication

NetworksBase Station

GPS Satellites


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Location based services using ma s

GeocodingGeocoding

Ma ingMa ing

RoutingRouting

ContentContent

Enhance BillingPersonalized PortalsF riend F inderEmergency AssistanceF ind nearest service

F indLocation

Visualize

irections

Intelligence


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To be one of the most im ortant com onents of mobile commerce

Other a lications like

Mobile banking, trading, brokerage, money transfer

Easy identification and authentication both for restricted access andfor ayment ur osesSmall urchases such as vending through a wireless network

Mobile A lications inF

inance

$ 200

Ok Clear Options

PAID You have paid

$200Thank You


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One of the most rominent area

Other a lications likeVideo-on-demand (VO ), MP3, ring tone, horosco e, fortune-telling,interactive games, news etc.,

Required TechnologyMobile devices with multimedia ca abilities

High bandwidth wireless networks

Video com ression techniques

Continuous connectivity

Mobile services using Multimedia


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A secure environment is required, with the establishment of a system ofelectronic signatures.The develo ment and use of signature and authentication roducts andservices is still in its introductory stage

General security requirements to achieve intero erability betweenentities involved in the mobile signature architectureMiddleware issues on the devices

Human Com uting Interaction issues

Gateways and infrastructure issues

Location-based services

Transactions Model

atabase management

QoS management

Research Issues in M-Commerce


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Pros and Cons of Mobile Commerce

E-CommerceE-Commerce M-CommerceM-Commerce

Desktop / PC Mobile Phone / PDAGreater Processing, multimediaand display capabilities of PCsGreater presentation facilitiesmakes the PC more applicableto larger purchases

Online product browsingPersonalized Ad ertisingCon enience for atechnologically aware user.Choice of many online storesfor a wide range of itemsdiscount Notifications.

Location based ad ertisingGreater Con enienceCapture of buying impulses

Alternati e payment mechanisme.g. Phone BillSupports new mobile ser ices

Dialup hasslesLess possibility of impulsespending

Distrust of technology, resistanceto changeFears about security onlinetransactionsBad design of many user interfacesSlow connections if broadbandaccess not a ailable

Smaller screen size can degradeuser experienceSmall or immature input technologiesMarket may be less open thane-commerce marketTariffs are relati ely high


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Pros and Cons of Mobile Commerce (contd)

U ser point of view

Advantages :

Anytime, anywhere access to commerce services;isadvantages :

Small size of mobile device screens and their relatively limited

multimedia Ca abilities

Relatively high costs of mobile services/ Tariffs for data

transmission over ublic mobile networks


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Network Operator point of view

Advantages :

Huge numbers of redicted users - 650 Million 3G wireless users by2010

Control users access service providers and service providers

access users.

isadvantages :

Must increasingly o en u their network services and information toexternal service roviders if they are to rovide a wide range ofcommerce services.

concerned about losing control of their networks and the value thatthey generate.


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Service Provider point of view

Advantages :

Information about user location means that advertisements can belocation-aware

Com letely new services can be created, statically or dynamically,based on convergence of information standards and communicationsnetworks.

isadvantages :

F uture mobile networks are likely to be more closed than the ublicinternet as network o erators seek to encourage and/or limitnetwork users to choosing referred Service Providers.


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ConclusionM-Commerce will be at least as successful as e-commerce if the underlyingtechnology and standards accentuate the advantages and minimize thedisadvantages.

The current s ecifications for 3 rd Generation Mobile Networks and Servicesfrom the 3GPP rovide a strong latform for M-Commerce

Consistent and ervasive access to services across varied wireless networkingto ologies will be a key factor in the success of mobile commerce.

mcommerce keynote

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