Transcript Document

M-BUSINESS: FROM
VISION TO REALITY
Daiva Vitkutė-Adžgauskienė
Head of Product Management Division,
Omnitel, Lithuania
Tuesday, 21 July 2015
Vilnius
Way back in 1999 …
• Popular saying: “If you are NOT
IN E-BUSINESS, you are OUT
OF BUSINESS”
• Common belief: .COM or Eautomatically means passport
to getting millions
And then in 2000 …
• Burst of INTERNET
BUBBLE
• Intense PESSIMISM
instead of previous hype
• Headings of the type “EBUSINESS IS DEAD” all
over
Finally, where is e-business now?
•
The majority of companies are using
Internet/Intranet in some way
•
New services keep on emerging on the Net
(Internet banking, vehicle tracking and monitoring
systems, etc.)
•
E-business silently but firmly pushes itself into our
life in the form a natural supplement to traditional
business processes
•
You don’t have to shout about e-business anymore
– IT IS JUST HERE
E-business adoption landscape
Long-term
Trend
E-business trend
E-business: lessons learned
• Computers becoming faster
does not mean that building
businesses can also be faster
• E-business success lies in
appropriate application of
electronic channels to the
business as the basis
How about
MOBILE BUSINESS ?
In 2000 m-business
was merely a VISION …
• Just a feeling, that this could fly:
– Mobile penetration growing much faster
than that of Internet
– Mobile phone – a personal service
management tool available anytime
anywhere
• However, doubt and disbelief
prevailing:
– Disappointment in mobile phones as
Internet access terminals (small screens, no
graphics, low speed, etc.)
– Global pessimism towards e-business
– Weak service development
What is the situation now?
•
•
•
•
Phones improving, converging with
PDAs
Majority of active citizens already
mobile
Service providers learned how to
overcome restrictions and leverage the
advantages of mobile communications
Mobile phone is gradually becoming a
personalized tool for using and
managing services
M-business has become a REALITY and is
gradually progressing !
M-business: general
impression
•
M-business develops along a smoothly
rising long-term trend curve
•
M-business was from the beginning
perceived as an additional channel to
the general business process
•
People are ready to pay for m-business
value proposition to deliver what
people want when they want it
Variety of m-business
application areas
$
$
$
• M-commerce – fast transactions
• Introduction of mobile channels
to company internal processes
• Mobile marketing
• Mobile CRM
Technology environment for mbusiness services
• SMS messaging – most popular
media
• WAP – new expectations with
GPRS
• HTTP transactions over GPRS
• Java applications for mobile
devices
• Web service architecture
Is this also true for
M-BUSINESS DEVELOPMENT in
the LITHUANIA?
LITHUANIA: favourable
environment for m-business
•
Mobile penetration already over
40% (compared to 27% at the
beginning of 2002)
•
Mobile penetration is significantly
higher than that of Internet (21%)
•
Over 80% of businesses using
mobile services
•
Usage of mobile data (SMS, GPRS,
WAP) increases
Omnitel case: increasing SMS
usage
SMS traffic compared to Europe predictions
(Baskerville strategic report, Nov. 2001)
Total SMS/subscriber
40
SMS VAS share in
total traffic
35
35
32
28
30
25
25
20
24%
18
76%
15
10
5
0
2002
Eastern Europe
2003
Western Europe
Omnitel
Total SMS/subscriber
Total VAS SMS/subscriber
Increasing number of
public m-services
•
M-entertainment (logos, ringtones, mobile
•
M-info (yellow pages, stock exchange,
•
•
•
•
•
games)
accounting information)
M-office (mobile e-mail, reminders, group
messaging)
M-payments (payments for parking,
vending, tickets)
M-banking (all major banks in Lithuania
offer SMS or WAP banking services)
M-self-services (info channel subscription,
service configuration, etc.)
M-security (mobile car tracking, house
security, etc.)
M-commerce in entertainment:
ringtones and logos
•
Offered in Omnitel network since 1999
•
Number of content providers and
aggregators increasing - Jippi, One,
Inpoc, Telejazz, …
•
About 10% of monthly SMS VAS traffic
and increasing
Mobile users willing to pay for
entertainment !
“Who wants to be a
millionaire?”
Most successful SMS application in
Omnitel history:
• Launch of the SMS game on June 17th
2002
• Reached total 1 million message point
on July 10th – in less than 1 month
• According to surveys, 71% of players
are driven by excitement not by prizes
Good example of “kill the time”services potential” !
M-payment for parking:
saving precious time
No need to look for coins, easy to extend
parking time – just send an SMS from
where you are !
•
•
•
•
Omnitel was first in Lithuania, 7th in the
world to launch the service
Launch in Kaunas - March 27, 2002; in
Vilnius - July 3, 2002
Monthly growth rate - 1.5-2 times
Service management (inspector side)
based on bar-code readers and GPRS
Already about 7% of total parking payments collected via
mobile channel in Lithuania
Mobile e-mail –
managing your
communications
• E-mail communication have become
part of our lives
• Mobile technologies enabled e-mail
access anywhere anytime (SMS, WAP
over GPRS)
• Mobile e-mail already is an important
part of various m-business applications
Operator acts as m-service
aggregator
Third parties
Creation
Third parties
MasterCard
Aggregation
Third parties
Third parties
S
Presentation
Customers
E-/m- service supermarket offering!
Portal – the best way to enable
e-/m- service supermarket
Joint OMNI Portal = traditional + mobile
- information
accessed via different channels: WEB, WAP,
SMS, etc.,
- content personalization,
- content generation by third party e-/m- services,
- accounting and billing for usage via all channels
OMNI portal provides access to a
structured collection of e-services
Information
News
Tools
Services
Entertainment
Communities
WWW.OMNI.LT
WAP.OMNI.LT
Prerequisite – payment
management infrastructure
• Projects with
major
Lithuanian
banks
Payment
gateway
Omnitel
billing
Bank
Snoras
Vertical portals
E-commerce
Vending
machines
3rd party services
Parking
Infotainment
Entertainment
Prepaid top-up
Postpaid bills
E-commerce
Payment
functionality
• Payment
gateway as a
router between
services and
banks
OMNITEL services
Payment
channel
• Unified
payment
management
for operator
and third party
services
Payment channels
WWW SMS WAP
Vilniaus
Bank
Bank
Hansa- LTB
M-business solutions in
company environment
Interest: over 1/3 of businesses
adding mobile access services
to their Intranets
Examples of application areas:
•
Mobile sales force solutions
•
Mobile access to company info
resources
•
Mobile logistics and fleet
management solutions
•
Mobile marketing games
Sales force automation
solutions
• Fast order processing,
continuously updated
pricing information
• Based on mobile access
and data synchronization
via GPRS enabled PDAs
• Solutions enabled by
partnership between
mobile operators and IT
companies
• Whosalers as first users Sanitex, Eugesta, etc.
Vehicle tracking and fleet
management solutions
An example of m-solutions
for a niche segment – logistics
companies:
• Vehicle tracking and remote
control
• Reporting and logistics
management
• “Seklys” and “Sateltrack” services
offered by Omnitel
• Combination of various
technologies - GSM, GPS, GPRS, SMS
Mobile promotional
games – a solution for
m-marketing
Advertising
campaigns
voice mail
www
e-mail
wap
SMS
Company
Registration
database
Consumer
Registration
data and
statistics
Mobile promotional
games – gaining speed
• Overall over 50 games were implemented by Omnitel for
wholesale and media companies in 2002:
• Several examples:
– Estrella promotional game, prepared for “Kraft Foods
Lietuva”;
– “Kalnapilis in Ice” promotional game prepared for
Kalnapilis beer brewery;
– Coca Cola promotional game,
– SMS game for TV show on information technologies
“NKTV” and others.
• Monthly traffic of such games makes up more than 15%
of the whole Omnitel SMS VAS traffic.
Having many possibilities already,
can 3G offer more ?
It seems that 3G will not
make any significant
changes
• With GPRS and MMS in place,
m-business applications can
already exploit multimedia
advantages
• 3G seems not to offer
anything completely new for
m-business, just faster speed
• Observation: 3G adoption
slow in Japan:
• DoCoMo has only about
134000 FOMA subsribers,
while the plans were to have
1.38 million subsribers by
March 1, 2003
CONCLUSIONS
• M-business today is already a REALITY.
• With 2.5G and rapidly increasing mobile penetration we
have everything that is necessary for m-business growth.
• Success lies in:
- rational evaluation of business opportunities,
- development of adequate and convenient applications and
services,
- training the users to exploit all the possibilities offered by
mobile technologies.