1. FYP Presentation 2003-2004 Mobile Marketing Management System CHA2 Mobile Commerce Applications II Mobile Marketing Management System Presented by Cheng Mei Yi, Maggie Fong Pui Yee, Momoko Lo Wai Keung, Ken Advised by Prof. Samuel T. Chanson

2. Overview Introduction Results Conclusion Q&A

3. Introduction 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

4. System Design System Architecture –Three-tier Model Data-Storage TierApplication-Server TierClient Tier SMS gateway

5. System Design Components –Central management system (CMS) –User interfaces –Mobile services Mobile Services Central Management System User Interfaces Gateway Database

6. Central Management System (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

7. User 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

8. Mobile Services Functions –Interactive merchant query –Interactive product query –SMS game –Mobile coupon –Promotion broadcast Purposes –Cater customers interests –Facilitate delivery of promotional material

9. Mobile service - Interactive 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

10. Mobile service - Interactive product query Purpose –Allow customers to locate outlets which selling a specific product Design –Location-sensitive –Multiple interactive SMS messaging supported

12. Mobile service - SMS 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

14. Mobile service - Mobile 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

15. Valid Coupon Invalid Coupon

16. Mobile service - Promotion 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

17. Conclusion Achievements –Apply mobile technologies in Marketing –Promote everywhere –Employ Customer Relation Management (CRM) Possible Future Extension –Automatic location searching

18. Thank you! Q&A