A bird eye view of m commerce vương thanh sơn

Son Vuong Director, Networks and Internet computing Laboratory NICLab Computer Science Department University of British Columbia Vancouver, BC Canada Email: vuong@cs.ubc.ca or stvuon

A Bird-Eye View of M-Commerce

Prof Dr Son Vuong

Director, Networks and Internet computing Laboratory (NICLab)

Computer Science Department

University of British Columbia

Vancouver, BC Canada

Email: vuong@cs.ubc.ca or stvuong@gmail.com

Hoi Thao ve TMDT, DH Kinh Te Luat

HCMC , 30/11/2012

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Prof Dr Son Vuong’s Bio Sketch

 BSEE Cal State U, Sacto, MEng CarletonU, PhD, U Waterloo

 Lecturer/Assistant Professor, U Waterloo, 1980-82

 Joined UBC/CS since 1982

 Director of Networks and Internet Computing Lab (NICLab)

 (Co)Author over 200 papers, Supervise 80 MSc/PhD theses

 Co-edited three books, including “Recent Advances in Distributed

Multimedia Systems” published in 1999

 Co-Leader of $30M CAD GISST NCE Proposal (2000)

 (Co)chair and (Co)organizer of 10 international conferences

(NCAS’11, Multimedia’08, DMS’08, NOMS’06, DMS'97, ICDCS'95, PSTV'94, FORTE'89, IWPTS'88)

Communications (DOC), Department of Industry (DOI)

(ConfedNet) and LIVES Mobile Corp

Mobile Commerce (M-Commerce)

 performed on the internet using wireless

devices such as

 Handheld computers (tablets), cell phones

(smartphones), dashtop computers (embedded in automobile dashboards)

 Presents unique opportunities and challenges

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Popular M-Commerce Uses

M-Commerce Value

 Convenience

 Personalization and localization

 Flexibility

 Ubiquity

Who is using it?

 USA, Canada

 Europe (France, Austria, Germany, Finland, United Kingdom, etc.)

 Asia (Japan, etc.)

 Now, worldwide (China, etc )

M-Commerce Hurdles (in the past)

 Screens too small and difficult to read

 Slow internet speeds

 Difficult text entry

 Cost of mobile services

The Mega Trends for Internet

Individual

Metcalfe Law (n 2 )

User Generated Content

Connected Group

Reed Law (2 n )

Smart Content

The End State of Connectivity

Connected Mobility 24/7

200 Millions (5B

downloads)

3 Billions

Connected Devices

Tablet and Smartphone

Laptop and Cellphone

The Rise of Mobile Broadband

To enable x10 (speed) x10 (devices) x10 (industries)

Anything that can be connected

will be connected

Mobile Broadband Landscape

2000 1990

Time

10G

100G

1T

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E-Commerce Business Model

E-Commerce: Business Models Issues

 Possible Models:

 Slotting fees

 Wireless advertising (text)

 Pay per application downloaded

 Pay per page downloaded

 Flat-fees for service & applications

 Revenue share on transactions

 Trust issues between banks, carriers, and

portals

 Lack of content / services

Types of M-Commerce Applications

 Directly from cell phone service providers

 Via mobile Internet or Web applications

 Location-based m-commerce applications

 Using Short Message Service (SMS) text

messaging or Multimedia Messaging Service

(MMS)

 Using short-range wireless technology, such as

RFID

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Kinds of business models

buyer and sellers

 Advertising: web advertising providing

advertising messages

 Infomediary: collecting and disseminating information

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Assessing a business model

 Can be assessed by looking at the marketing strategy

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Traditional vs New Business Models

Traditional New Business

Production Mass Personalized

Manufactures push Customer Pull

Distribution Middleman Direct

Communications Closed Open

Finance Slow Fast

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Consumer Decision Process

Disposal Loyalty Satisfaction Purchase Decision Evaluation of Alternatives Information Search

 Search for ideas and offerings, including:

– Available on-line and off-line stores – Gift ideas and recommendations – Advice on selection style and match

 Evaluation of alternatives along a number of dimensions, such as price, appeal, availability, etc

 Purchase decision

 Message selection (medium and content)

 Post-sales support – Order tracking – Customer service

 Education on flowers and decoration

 Post sales perks

Some Specific M-Commerce Issues

1. Electronic Payment System ( Smartcards )

2. Marketing/Advertisement and Hospitality

( LIVES )

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Electronic Payment System

• proximity payment system

– allows customers to transfer funds wirelessly between their

mobile device and a point-of-sale terminal

• Electronic cash (e-cash or digital cash)

– Provides a private and secure method of transferring funds from

a bank account or credit card to online vendors or individuals

– PayPal

• Best-known e-cash provider

• E-cash benefits

– Privacy - hides account information from vendors

– Convenient if seller cannot process a credit card

• Smartcards

– Credit cards with embedded microchips that can store and

process data and can be used as electronic wallets

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Prof Dr Son Vuong

Networks and Internet Computing Laboratory (NICLab)

Computer Science Department University of British Columbia Vancouver, BC CANADA

In parnership with the Commonwealth of Learning (COL) 1

Learning Through Mobile Technologies

http://lives.cs.ubc.ca

Dr Son Vuong

Spin-off from University of British Columbia

LePlaza:

A Location-Based Social Network System

= Facebook + Lattitude (Google)

LePlaza

EVENT

LePlaza – Location-based recommendation

M-Commerce Future

 Will succeed as part of an integrated business

model

 Will not replace traditional commerce but will

complement it New business via mobiles

 Will most likely be successful with small

transactions rather than big ticket items

M-Commerce Future

 Likely to succeed if

 Internet speeds are increased

 Text input becomes more convenient

 e.g Voice activated

 Security concerns are addressed

 Payment systems become more convenient

 Younger generation most likely to adapt

 As proliferation of people (farmers) becomes exposed to Internet and Web access

They believed it… (Schoemaker, 1995)

 Thomas J Watson, chairman of IBM, 1943

“I think there is a world market for about five computers”

 Ken Olson, President, Digital Equipment

Corporation, 1977

“There is no reason for any individual to have

a computer in their home”

 The best way to predict the

future is to invest it

Questions and Discussions