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Mobile Commerce
 —Technology, Theory, and Applications
 
Table of Contents
Mobile Commerce—Technology, Theory, and Applications.........................................................1Preface: A Framework for the Study of Mobile Commerce.........................................................10
Introduction............................................................................................................................10The Domain of Mobile Commerce.........................................................................................11A Framework for Mobile Commerce Research......................................................................13Mobile Commerce Technology..............................................................................................15Mobile Commerce Theory & Research..................................................................................17Mobile Commerce Cases & Applications...............................................................................19Concluding Remarks..............................................................................................................20References.............................................................................................................................21Acknowledgments..................................................................................................................21
Chapter 1: NTT DoCoMo’s i−mode: Developing Win−Win Relationships for MobileCommerce.......................................................................................................................................22
Abstract..................................................................................................................................22What Is i−mode in Reality?....................................................................................................23Technology.......................................................................................................................25The Win−Win Strategic Model.........................................................................................26The Right Services...........................................................................................................27The Right Marketing.........................................................................................................28i−mode and Mobile Commerce..............................................................................................28Successful Business Models.................................................................................................28Brand Building and Media Mix.........................................................................................29Customer Relationship Management...............................................................................29Online Retail.....................................................................................................................30Premium Content.............................................................................................................31Aggregation......................................................................................................................32Business−to−Business.....................................................................................................32Advertising.......................................................................................................................33Horizontal Integration and the Expansion of Mobile Commerce Opportunities.....................33PlayStation.......................................................................................................................34Lawson and iConvenience...............................................................................................35Coca−Cola and C−Mode..................................................................................................35DoCoMo AOL...................................................................................................................37Conclusions and Extrapolations.............................................................................................37The Future........................................................................................................................37Lessons Learned..............................................................................................................39Is i−mode a “Japan Only” Phenomenon?........................................................................40References.............................................................................................................................40
Chapter 2: Wireless Devices for Mobile Commerce: User Interface Design and Usability......41
Abstract..................................................................................................................................41Introduction............................................................................................................................41Wireless Devices and Their Interfaces..................................................................................42Input Interaction with Wireless Devices...........................................................................42Output Interaction with Wireless Devices.........................................................................46Wireless Device Usability.......................................................................................................47Developer Issues...................................................................................................................53Discussion..............................................................................................................................55i
 
Table of Contents
Chapter 2: Wireless Devices for Mobile Commerce: User Interface Design and Usability
References.............................................................................................................................56
Chapter 3: Location Based Services: Locating the Money.........................................................61
Abstract..................................................................................................................................61Introduction............................................................................................................................61Background............................................................................................................................61Mobile Phone Operators Are Under Pressure…..............................................................61Wireless Data Services Need To Be Uniquely Mobile.....................................................62Location−Based Services Defined.........................................................................................63What is LBS?...................................................................................................................63Why is LBS uniquely mobile?...........................................................................................63What are the Key Drivers for LBS?..................................................................................63What are the Key Barriers Delaying Deployment?...........................................................63Locating the Perfect Business Model.....................................................................................64A New Model Is Emerging................................................................................................64Commoditise and Destroy................................................................................................64Own Rather Than Share..................................................................................................65Functional Rather Than Entertainment............................................................................65Real−World User Behaviour..................................................................................................65Finding.............................................................................................................................66Routing.............................................................................................................................67Sharing.............................................................................................................................67Buying..............................................................................................................................67Deploying LBS Services........................................................................................................68Locating the Users...........................................................................................................68A Clear Winner Is Yet To Emerge....................................................................................70Turning Coordinates Into Value.......................................................................................71Motorists Will Have The Final Say...................................................................................71Conclusion.............................................................................................................................72References.............................................................................................................................73
Chapter 4: Towards a Classification Framework for Mobile Location Services........................74
Abstract..................................................................................................................................74Introduction............................................................................................................................74MLS Applications and Services.............................................................................................75Emergency Services........................................................................................................75Navigation Services.........................................................................................................76Information Services........................................................................................................76Advertising Services.........................................................................................................76Tracking Services.............................................................................................................77Billing Services.................................................................................................................77Enabling Technologies of MLS..............................................................................................77Mobile Network−Dependent Technologies......................................................................78Long−Range Mobile Network−Independent Technologies..............................................79Short−Range Network−Independent Technologies.........................................................79Facilitating Technologies.......................................................................................................80Business Models and Pricing Schemes.................................................................................81Synthesis: a Classification Framework for MLS.....................................................................83Other Critical Issues Related to MLS.....................................................................................84ii
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