Transcript CHA2 Mobile Commerce Applications II Mobile Marketing

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
FYP Presentation 2003-2004
Overview
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Introduction
Results
Conclusion
Q&A
Introduction
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Background
– Popularity of SMS
– Inefficiency of traditional marketing techniques (mainly
not tailor-made for individual customers)
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Motivation
– Apply mobile technologies on commercial usage
– Solve existing problems in marketing
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Objective
– Effective mobile marketing solutions
– Efficient management system
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Challenges
– Stable and extendable system
– Interactive with fast response time
System Design
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System Architecture
– Three-tier Model
Client Tier
Application-Server Tier
SMS gateway
Data-Storage Tier
System Design
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Components
– Central management system (CMS)
– User interfaces
– Mobile services
Mobile Services
Gateway
Central Management
System
User Interfaces
Database
Central Management System
(CMS)
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Database Interface
– Handle network connection to database
– Retrieve/Store data from/to database
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SMS Processor
– Direct SMS between SMS gateway and mobile services
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Message Log System
– Log incoming/outgoing SMS to database
User Interfaces
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Management System Interface
– Manage merchants’ information, coupon and promotion details
– Set up SMS game questions
– Review member behavior and usage statistics
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Merchant Interface
– Review the company profile
– View query message statistics
– Monitor popularity of published coupons
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Customer Interface
– Do registration
– Download mobile coupons via SMS or MMS
Mobile Services
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Functions
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Interactive merchant query
Interactive product query
SMS game
Mobile coupon
Promotion broadcast
Purposes
– Cater customers’ interests
– Facilitate delivery of promotional material
Mobile service -
Interactive merchant query
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Purpose
– Allow customers to query the location and telephone
number of a merchant via SMS
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Design
– Location-sensitive
– Multiple outlets supported
– Coupled with latest promotion
Mobile service -
Interactive product query
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Purpose
– Allow customers to locate outlets which selling a specific
product
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Design
– Location-sensitive
– Multiple interactive SMS messaging supported
Mobile service SMS game
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Purpose
– Provide merchants to set up SMS games to customers for
promotion purpose
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Design
– Sending question, performing lucky draw and publishing
results
– Acting on schedule automatically
– Selecting targeted receivers according to gender, age
group and interest
Mobile service Mobile coupon
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Purpose
– Allow merchants to create mobile coupons for members to
use
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Design
– Support SMS/MMS coupons
– Allow mobile coupons to be downloaded from web
– Use WAP phone to redeem
Valid Coupon
Invalid Coupon
Mobile service -
Promotion broadcast
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Purpose
– Broadcast promotion information to customers
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Design
– Sending promotions on given schedule
– Selecting targeted receivers according to gender, age
group, interest, location and income level
Conclusion
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Achievements
– Apply mobile technologies in Marketing
– Promote everywhere
– Employ Customer Relation Management (CRM)
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Possible Future Extension
– Automatic location searching
Thank you!
Q&A