Transcript Chapter 8 Mobile Commerce

Chapter 8
Mobile Commerce
NextBus: A Superb Customer
Service
The Problem
– Buses in San Francisco have difficulty
keeping to 20 minute schedule during
rush hours
– Posted schedule becomes meaningless
The Solution
– Bus riders carrying Internet-enabled cell
phone or PDA helps:
Find estimated arrival time at each stop, digitally in real
time
Soon location-based advertisements will pop up—you
have time to get a cup of coffee before the bus
arrives—Starbuck’s is 200 feet to the right
NextBus (cont.)
The Results
– Passengers in San Francisco are
happy with the system
Worries about missing the bus are
diminished
May discover they have time for a cup of
coffee before the bus arrives
– Bus company can:
Schedule better
Arrange for extra buses when needed
Improve operations
Exhibit 8.1
NextBus Operational Model
Mobile Commerce: Overview
Mobile commerce (m-commerce,
m-business)—any e-commerce done
in a wireless environment, especially
via the Internet
– Can be done via the Internet, private
communication lines, smart cards, etc.
– Creates opportunity to deliver new
services to existing customers and to
attract new ones
Exhibit 8.2
Classes of M-Commerce Applications
M-Commerce Terminology
Generations
– 1G: 1979-1992 wireless technology
– 2G: current wireless technology;
mainly accommodates text
– 2.5G: interim technology
accommodates graphics
– 3G: 3rd generation technology (20012005) supports rich media (video
clips)
– 4G: will provide faster multimedia
display (2006-2010)
Terminology and Standards
GPS: Satellite-based Global Positioning
System
PDA: Personal Digital Assistant—handheld
wireless computer
SMS: Short Message Service
EMS: Enhanced Messaging Service
MMS: Multimedia Messaging Service
WAP: Wireless Application Protocol
Smartphones—Internet-enabled cell phones
with attached applications
Specific Attributes of M-Commerce
Attributes of m-commerce and its
economic advantages
– Mobility—users carry cell phones or other
mobile devices
– Broad reach—people can be reached at
any time
Attributes of M-Commerce
(cont.)
Value-added attributes of m-commerce
– Ubiquity—easier information access in real-time
– Convenience—devices that store data and have
Internet, intranet, extranet connections
– Instant connectivity—easy and quick connection to
Internet, intranets, other mobile devices,
databases
– Personalization—preparation of information for
individual consumers
– Localization of products and services—knowing
where the user is located at any given time and
match service to them
Exhibit 8.3
Characteristics of M-Commerce
The Drivers
Widespread
availability of
devices
No need for a PC
Handset culture
Vendors’ push
Declining prices
Improvement of
bandwidth
Explosion of EC in
general
Mobile Computing Infrastructure
Hardware
Cellular (mobile)
phones
Attachable
keyboard
PDAs
Interactive pagers
Other devices
– Notebooks
– Handhelds
– Smartpads
Screenphones—a
telephone equipped
with color screen,
keyboard, e-mail,
and Internet
capabilities
E-mail handhelds
Wirelined—
connected by wires
to a network
Mobile Computing Infrastructure
(cont.)
Unseen infrastructure requirements
– Suitably configured wireline or wireless
WAN modem
– Web server with wireless support
– Application or database server
– Large enterprise application server
– GPS locator used to determine the
location of mobile computing device
carrier
Mobile Computing Infrastructure
(cont.)
Software
– Microbrowser
– Mobile client operating system (OS)
– Bluetooth—a chip technology and WPAN
standard that enables voice and data
communications between wireless devices
over short-range radio frequency (RF)
– Mobile application user interface
– Back-end legacy application software
– Application middleware
– Wireless middleware
Mobile Computing Infrastructure
(cont.)
Networks and access
– Wireless transmission media
Microwave
Satellites
Radio
Infrared
Cellular radio technology
– Wireless systems
Exhibit 8.5
Delta Airlines Wireless System
Wireless Standards and Security
M-commerce supported by
– Standards
– Security
– Voice systems