mobile ecommerce

© 2000 Noblestar. All rights reserved.

M-Commerce( Mobile E-Commerce )

M-Commerce( Mobile E-Commerce )

June 19, 2000June 19, 2000


M-Commerce is at the Nexus

M-Commerce is at the Nexus

M-Commerce is at the nexus of all things good…

• Internet explosion• e-commerce paradigm

• growth in wireless connectivity

Internet

e-commercewirelessconnectivity


M-Commerce DefinedM-Commerce Defined

• wireless Internet connectivity– un-tethered– digital– interoperable

• access to e-commerce functions– gateway to a mobile enabled site– wireless portal

• wireless Internet connectivity– un-tethered– digital– interoperable

• access to e-commerce functions– gateway to a mobile enabled site– wireless portal

The buying and selling of goods and services over the Internet, using mobile devices.


Mobile DevicesMobile Devices

• laptop / notebook• personal organizer• digital phone• pager

• laptop / notebook• personal organizer• digital phone• pager


M-Commerce TrendsM-Commerce Trends

• Tremendous growth opportunity• Europe is the early adopter• Largely a B2C market in the near

term• Driven by transactional content

• Tremendous growth opportunity• Europe is the early adopter• Largely a B2C market in the near

term• Driven by transactional content


Tremendous Growth Opportunity

Source: Dataquest


Europe is the Early Adopter

Europe is the Early Adopter

• Homogenous network (GSM)

• Mostly 2G digital• Patchy wireline

infrastructure• Moderate to high

wireless penetration• SIM card based

authentication• 3G spectrum allocation

occurring now

• Homogenous network (GSM)

• Mostly 2G digital• Patchy wireline

infrastructure• Moderate to high

wireless penetration• SIM card based

authentication• 3G spectrum allocation

occurring now

• Heterogeneous network (CDMA, TDMA, iDEN…)

• Mostly analog, little digital• Strong wireline

infrastructure• Moderate wireless

penetration

• 3G spectrum allocation botched by FCC

• Heterogeneous network (CDMA, TDMA, iDEN…)

• Mostly analog, little digital• Strong wireline

infrastructure• Moderate wireless

penetration

• 3G spectrum allocation botched by FCC

Europe U.S.


M-Commerce at WorkM-Commerce at Work

• Ticketing• Reservations• Securities trading• Shopping• Banking• Contracts

• Ticketing• Reservations• Securities trading• Shopping• Banking• Contracts mostly consumer focused

(B2C)


An M-Commerce Transaction( Shopping )

An M-Commerce Transaction( Shopping )

merchantbank

***Merchants***AmazonCD NowWeBeFlowersWAP Store

SELECT BACK

***Solo***From account [3213]To account [76533]Amount [50.00]Trans date [15JUN00]

ACCEPT BACK

***WeBeFlowers***Choose the occasion:CongratulationsThank youRomanticCondolences

SELECT BACK

***Romantic***Choose a product:OrchidsRed rosesMixed floral

SELECT BACK

***Delivery Info***Date [---]Address [---]Receiver [---]Comments [---]Pay from Solo account

SELECT OPTIONS

***Red Roses***Choose the option:Simple 20.00Opulent 50.00True love 75.00

SELECT BACK

***WeBeFlowers***

Thank you for the order!

Reference [64526]

BACK

BANK***Banco Grande***

Solo Mallin EnglishMallo Soloen Espanol


The Mobile Value Proposition

The Mobile Value Proposition

• Ubiquitous• Convenient• Timely• Simple• Personalized• Localized• Economic

• Ubiquitous• Convenient• Timely• Simple• Personalized• Localized• Economic

“the Internet walkman”

“the Internet walkman”


Applications Follow Bandwidth

Applications Follow Bandwidth

multi-media

text

bandwidth


Wireless Build-Out Brings Bandwidth

Wireless Build-Out Brings Bandwidth

2000

2003


Application PerformanceApplication Performance

7

Data Rates (k bps ) 9.6 14.4 32 64 128 384 2000

Technology Transmit Speed Capability

= Excellent = Fair = Poor

Applications

Voice, SMSE-mailInternet Web AccessDatabase AccessSynchronizationDocument TransferLocation ServicesStill Image TransferVideo Lower QualityVideo High Quality

Application Performance Rating

3G

1X

IS95B

2G

Technology

Source: Motorola NSS

What is 2.5 and 3G?

Source: Motorola


Application ImpactApplication Impact

mCommerce


Mobile Device / Network Constraints

Mobile Device / Network Constraints

• real estate– small screen size– monochromatic LCD (gray tones)

• speeds and feeds– limited bandwidth– slower processor

• capacity– smaller memory– no persistent storage

• data capture– cumbersome input (text, pen-based)

• latency– set-up required– limited battery life

• real estate– small screen size– monochromatic LCD (gray tones)

• speeds and feeds– limited bandwidth– slower processor

• capacity– smaller memory– no persistent storage

• data capture– cumbersome input (text, pen-based)

• latency– set-up required– limited battery life


Impact on Application Design

Impact on Application Design

• no “surfing” as we know it• alert driven• limited graphics• no number crunching• text, pen, or voice based• personalized, localized• short transactions

• no “surfing” as we know it• alert driven• limited graphics• no number crunching• text, pen, or voice based• personalized, localized• short transactions


The Amazon Experience(Wireless Version)

The Amazon Experience(Wireless Version)

1. Access the site through wireless portal2. Search on book title3. Find it and follow with request to order4. Elect to open an account to continue5. Provide account information

• password• e-mail address• name and street address• credit card

6. Provide shipping instructions7. Receive order confirmation e-mail8. Receive shipment notification e-mail9. Receive book

1. Access the site through wireless portal2. Search on book title3. Find it and follow with request to order4. Elect to open an account to continue5. Provide account information

• password• e-mail address• name and street address• credit card

6. Provide shipping instructions7. Receive order confirmation e-mail8. Receive shipment notification e-mail9. Receive book


The Ameritrade Experience(Wireless Version)

The Ameritrade Experience(Wireless Version)

1. Access the site through wireless portal2. Enter account nbr/pin3. Enter ticker4. Review current market information5. Specify number of shares6. Confirm and issue the order7. Go to Ameritrade website to review

order

1. Access the site through wireless portal2. Enter account nbr/pin3. Enter ticker4. Review current market information5. Specify number of shares6. Confirm and issue the order7. Go to Ameritrade website to review

order


Workstation vs. Mobile DeviceWorkstation vs. Mobile Device

• feature rich• high byte count• high resolution

color• large size display

• feature rich• high byte count• high resolution

color• large size display

• feature lean• low byte count• monochromatic• postage stamp

size display

• feature lean• low byte count• monochromatic• postage stamp

size display


Wireless TechnologiesWireless Technologies


Wireless Application Protocol (WAP)

Wireless Application Protocol (WAP)

A global open standard for connecting wireless devices to the

Internet

A global open standard for connecting wireless devices to the

Internet• device independence• bearer independence• component interoperability

• device independence• bearer independence• component interoperability


WAP ArchitectureWAP Architecture


WAP OperationWAP Operation


3G (UMTS) Environments3G (UMTS) Environments

UMTS integrates disjointed networks and offers seamless services

Pico Cell

Urban

Micro Cell

Global

In-Building

World Cell

(((((

(((((

Suburban

Macro Cell


< First Mover in the Wireless Space >< First Mover in the Wireless Space >

Mobile Computing Practice (1997) Scout Synchronization Server (1998) Riverbed Technologies (1998) Aether Systems (1999)

Mobile Computing Practice (1997) Scout Synchronization Server (1998) Riverbed Technologies (1998) Aether Systems (1999)

mobile ecommerce

Documents