1. 中央大學。范錚強 1 Chapter 8: 移動商務 M-Commerce 國立中央大學、資訊管理系 范錚強 Tel: (03)426-7250 http://www.mgt.ncu.edu.tw/~ckfarn 2011.05 updated

2. 中央大學。范錚強 2 M-Commerce Mobile Commerce (m-commerce, m- business) Any business activity conducted over a wireless telecommunications network or from mobile devices

3. 中央大學。范錚強 3 M-Commerce Landscape Exh 8.1

4. 中央大學。范錚強 4 Attributes of M-commerce Ubiquity Convenience Interactivity Personalization Localization

5. 中央大學。范錚強 5 Drivers of M-commerce Widespread availability of more powerful mobile devices The handset culture The service economy Vendor’s push The mobile workforce Increased mobility Improved price/performance Improving bandwidth

6. 中央大學。范錚強 6 Wireless Mobile Computing (Mobile Computing) Computing that connects a mobile device to a network or another computing device, anytime, anywhere 智慧型手機 Smart Phone BlackBerry, iPhone, Android…

7. 中央大學。范錚強 7 Mobile Devices Mobile computers Personal Digital Assistant (PDA) A stand-alone handheld computer principally used for personal information management Smartphone A mobile phone with PC-like capabilities 小筆電 NetBook 平板電腦 iPad, flyer …

8. 中央大學。范錚強 8 Mobile Computing Software and Services Messaging Services Short message service (SMS) A service that supports the sending and receiving of short text messages on mobile phones Multimedia messaging service (MMS) The emerging generation of wireless messaging; MMS is able to deliver rich media

9. 中央大學。范錚強 9 Voice-Support Services Interactive voice response (IVR) A voice system that enables users to request and receive information and to enter and change data through a telephone to a computerized system voice portal A Web site with an audio interface that can be accessed through a telephone call

10. 中央大學。范錚強 10 Wireless Telecommunications Networks Personal Area Network (PAN) A wireless telecommunications network for device-to- device connections within a very short range Bluetooth A set of telecommunications standards that enables wireless devices to communicate with each other over short distances NFC: Near Field Communications Hand held device with a RFID tag/reader capabilities

11. 中央大學。范錚強 11 Wireless local area network (WLAN) A telecommunications network that enables users to make short-range wireless connections to the Internet or another network Wi-Fi (wireless fidelity) The common name used to describe the IEEE 802.11 standard used on most WLANs WLAN

12. 中央大學。范錚強 12 Copyright © 2010 Pearson Education, Inc.

13. 中央大學。范錚強 13 Copyright © 2010 Pearson Education, Inc. Wireless wide area network (WWAN) A telecommunications network that offers wireless coverage over a large geographical area, typically over a cellular phone network WiMax A wireless standard (IEEE 802.16) for making broadband network connections over a medium-size area such as a city LTE (Long term evolution) 8-13 WWAN

14. 中央大學。范錚強 14 4G: WiMax, LTE

15. 中央大學。范錚強 15 Mobile Banking Mobile Payments Mobile Proximity Payments Mobile Remote Payments digital divide Refers to the gap between people with effective access to digital and information technology and those without Problem: 窮人怎麼辦？ Mobile Financial Payment

16. 中央大學。范錚強 16 Mobile Marketing Campaigns Four classes of mobile marketing campaigns: 1.Information 2.Entertainment 3.Raffles 4.Coupons

17. 中央大學。范錚強 17 The major objectives of these classes fell into one of six categories: 1.Building brand awareness 2.Changing brand image 3.Promoting sales 4.Enhancing brand loyalty 5.Building customer databases 6.Stimulating mobile word of mouth Objectives of Mobile Marketing

18. 中央大學。范錚強 18 Mobile Marketing Guidelines The basic principles of the Global Code of Conduct for Internet marketing: Notice Choice and consent Customization and constraint Security Enforcement and accountability

19. 中央大學。范錚強 19 Needs of the Mobile Workforce mobile worker Any employee who is away from their primary work space at least 10 hours a week or 25 percent of the time Mobile workers can be divided into three segments: Mobile professionals (senior executives and consultants) Mobile field force (field sales and service technicians) Mobile specialty workers (delivery personnel and construction workers)

20. 中央大學。范錚強 20 Some solutions widely used by the three segments include: Mobile office applications Sales force automation (SFA) Field force automation (FFA) Mobile CRM (e-CRM) Push Mail RIM (Research in Motion) Blackberry Apple iPhone Mobile Workforce Solutions

21. 中央大學。范錚強 21 Challenges of Mobile Workforce Support Network coverage gaps and interruptions Internetwork roaming Mobile network and application performance Device and network management Bandwidth management

22. 中央大學。范錚強 22 Mobile Entertainment Any type of leisure activity that utilizes wireless telecommunication networks, interacts with service providers, and incurs a cost upon usage MOBILE MUSIC AND VIDEO MOBILE GAMES Technology Number of players Genre MOBILE GAMBLING

23. 中央大學。范錚強 23

24. 中央大學。范錚強 24 Location-based M-commerce (L-commerce) Delivery of m-commerce transactions to individuals in a specific location, at a specific time The services provided through location-based m- commerce focus on five key factors: 1.Location 2.Navigation 3.Tracking 4.Mapping 5.Timing

25. 中央大學。范錚強 25 L-commerce Infrastructure Mobile devices Communication network Positioning component Service or application provider Data or content provider

26. 中央大學。范錚強 26 Positioning Components network-based positioning Relies on base stations to find the location of a mobile device sending a signal or sensed by the network terminal-based positioning Calculating the location of a mobile device from signals sent by the device to base stations global positioning system (GPS) A worldwide satellite-based tracking system that enables users to determine their position anywhere on the earth Assisted GPS (AGPS) Assisted GPS 可以除了用衛星定位外, 還可以其他網路設備來定位, 例如 用通訊基地台 real-time location system (RTLS) Systems used to track and identify the location of objects in real time.

27. 中央大學。范錚強 27 Location-Based Data Locating Navigating Searching Identifying Event checking geographical information system (GIS) A computer system capable of integrating, storing, editing, analyzing, sharing, and displaying geographically-referenced (spatial) information

28. 中央大學。范錚強 28

29. 中央大學。范錚強 29 LBS 應用案例 被動服務： 用手機查詢附近有啥 主動服務 追蹤各個用戶、告知和提醒 利用檢訊通知附近的活動和商家 用戶事先同意 資源監控和調派 車隊、員警、巡山員

30. 中央大學。范錚強 30 Barriers to Location-based M- commerce Lack of GPS in mobile phones Accuracy of devices The cost–benefit justification Limited network bandwidth Invasion of privacy

31. 中央大學。范錚強 31 M-commerce Security Issues Worms capable of spreading through mobile phones Open-air transmission of signals across multiple networks opens up new opportunities for compromising security Mobile devices are easily lost or stolen

32. 中央大學。范錚強 32

33. 中央大學。范錚強 33 Ethical, Legal, and Health Issues In The isolation that mobile devices can impose on a workforce Field service employees dispatched remotely visit “the office” only briefly at the start and end of each day, if at all Not easy to separate work and personal life on a cell phone, unless one is willing to carry two phones or two PDAs Health damage from cellular radio frequency emissions Monitoring staff movements based on GPS-enabled devices or vehicles

34. 中央大學。范錚強 34 Pervasive Computing Invisible, everywhere computing; computing capabilities embedded into the objects around us Invisible Computing Principles of Pervasive Computing Decentralization Diversification Connectivity. Simplicity Internet of Things 物聯網

35. 中央大學。范錚強 35 RFID: radio frequency identification A short-range radio frequency communication technology for remotely storing and retrieving data using devices called RFID tags and RFID readers RFID Applications Tracking and identifying people Tracking vehicles and commuters Tracking animals Tracking assets Tracking product inventory electronic product code (EPC) A product identification standard that specifies the manufacturer, producer, version, and serial number of each (product) item

36. 中央大學。范錚強 36 Sensor Networks and Smart Items Sensor network A collection of nodes, sometimes as small as millimeters in length or diameter, capable of environmental sensing, local computation, and communication with its peers or with other higher performance nodes Sensor Networking Standards Smart Applications