Transcript Mobile Commerce - 中央大學管理學院

Chapter 6: 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
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M-Commerce, L-Commerce
Mobile Commerce (m-commerce, mbusiness)
Any business activity conducted over a
wireless telecommunications network or from
mobile devices
Location Based Commerce
LBS: Location Based Service
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Attributes of M-commerce
Ubiquity 無所不在
Convenience
Interactivity
Personalization
Localization
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M-Commerce Landscape Exh
6.1
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Drivers of M-commerce
Widespread availability of more powerful
mobile devices
The handset culture
The service economy
Vendor’s push
The mobile workforce and mobile enterprise
Improved price/performance
Improving bandwidth
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Applications of M-commerce
Field mobility
Fleet mobility
Warehouse management
Direct store delivery (DSD) route
accounting
有很多過去做不到，但是現在在合理成
本下做得到，且一直有的潛在需求
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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
iPhone, Android, BlackBerry, …
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Mobile Devices
Mobile computers
Personal Digital Assistant (PDA)
A stand-alone handheld computer principally
used for personal information management
現在很少了
Smartphone
A mobile phone with PC-like capabilities
平板電腦
iPad, Android Pads…
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其他設備
Smartbooks: Kindle
Wearable devices
Screen
Camera
Touch-panel display
Keyboard
Speech translator
Watch-like device
RFID (radio frequency
identification)
Scanners
mobile browser
(microbrowser)
Web browser designed for
use on a mobile device
optimized to display Web
content most effectively for
small screens on portable
devices
Dashtop mobile （車載移動
設備）
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Mobile Computing Software and
Services
Mobile Portal
Content Provider
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
以上為傳統的電信服務，在Internet/SmartPhone下，
有新的服務: Line, Skype, Viber 等
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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
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Wireless Telecommunications
Networks
Personal Area Network (PAN)
A wireless telecommunications network for device-todevice 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
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WLAN
Wireless local area network (WLAN)
A telecommunications network that enables
users to make short-range wireless
connections to the Internet or another
network
Taipei-Free, iTaiwan, WiFly, …
Wi-Fi (wireless fidelity)
The common name used to describe the IEEE
802.11 standard used on most WLANs
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Copyright © 2010中央大學。范錚強
Pearson Education, Inc.
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WWAN
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
從 LAN 科技延伸到的 4G WWAN
LTE (Long term evolution)
從電信科技延伸到的 4G WWAN
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Pearson Education, Inc.
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Mobile Financial Payment
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？
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Mobile Enterprise
Application of mobile computing inside the
enterprise (e.g., for improved communication
among employees)
The sales application
The support application
The service application
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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 3 segments:
Mobile professionals (senior executives and
consultants)
Mobile field force (field sales and service
technicians)
Mobile specialty workers (delivery personnel and
construction workers)
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Mobile Workforce Solutions
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
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Challenges of Mobile Workforce Support
Network coverage gaps and interruptions
Internetwork roaming
Mobile network and application
performance
Device and network management
Bandwidth management
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Fleet and Transportation Management
Fleet Maintenance
Tracking People and Vehicles
Transportation Management
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Applications in Warehouses
Typical Mobile Devices Used in Warehouses
專用 PDA
Vehicle mount solutions
車載設備、車機
Handheld solutions
Hands-free and voice solutions
Other solutions
iPad, 工業電腦
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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
Sports
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Other Consumer Services
Health Care
Hospitality Management
Public Safety and Crime Prevention
Other Industries
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智慧型手機特性
一定有螢幕
可以呈現條碼（一維、二維條碼、QR
Code)
大部分有攝影機
可以當作條碼讀取機
有些有 NFC 功能 （往後會說）
可以當成 RFID 卡、可以讀取 RFID 卡
可以有很多創新的功能
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Location-based M-commerce
(L-commerce)
Delivery of m-commerce to individuals in
a specific location, at a specific time
Real-time location system (RTLS)
Systems used to track and identify the
location of objects in real time
Geolocation
The process of automatically identifying a
mobile device’s physical location without that
user having to provide any information
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L-Commerce
The services provided through locationbased m-commerce focus on five key
factors:
Location
Navigation
Tracking
Mapping
Timing
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L-commerce Infrastructure
Mobile devices
Communication network
Positioning component
Service or application provider
Data or content provider
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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
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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
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Location-based service (LBS)
An information service accessible from and to mobile
devices through a mobile network utilizing the ability to
make use of the geographical position of the mobile
device to deliver a service to the user
Automatic vehicle location (AVL)
A means for automatically determining the geographic location
of a vehicle and transmitting the information to a request
Social location-based marketing
Marketing activities that are related to social behavior and are
related to social networking activities
E.g. Facebook 裡面的打卡
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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
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Barriers to L-commerce
Lack of GPS in mobile phones
Accuracy of devices
The cost–benefit justification
Limited network bandwidth
Invasion of privacy
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IoT: Internet of Things
物聯網/智慧聯網
Ubiquitous computing (ubicom)
Computing capabilities that are being
embedded into the objects around us, which
may be mobile or stationary
Pervasive computing
Computing capabilities embedded in the
environment but typically not mobile
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Pervasive Computing
Principles of Pervasive Computing
Decentralization
Diversification
Connectivity
Simplicity
Context-aware computing
Application’s ability to detect and react to a set of
environmental variables that is described as context
(which can be sensor information or other data
including users’ attitudes)
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Internet of Things
1999年MIT Auto ID Center 的 Dr. Ashton 最
先提出
最早是在推廣 RFID 時用的名詞
RFID and sensor technology enable computers
to observe, identify and understand the world—
without the limitations of human-entered data.
if we had computers that knew everything there
was to know about things.
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智慧聯網重要組成份子
智慧物件
PC、Smart phone、Smart card …
裝置(Device) +電子標籤/射頻識別(RFID) 、+二維碼識
別(QR code)、+感測器(sensor ) 、+微處理器(MCU)等
通訊聯網
Internet、ADSL、GSM、3G/4G、衛星通信 …
有線、無線、WSN/VSN/BSN/OSN/ESN 、IPv6等
應用軟體
GPS導航、遠端監控…
感測軟體/監控軟體/互動軟體 …+中間軟體+加值應用
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取自：劉一強博士
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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
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NFC: Near Field Communications
近距離無線通訊
NFC技術是由免接觸式射頻識別（RFID）以及互
連技術的整合演變而來
有三個主要功能
Card mode
作為 RFID Tag
Reader mode
作為 RFID Reader
Peer to peer Communications
設備間近距離通訊
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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
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不同層次的應用
被動辨識，但狀態可能被更新
如：貨品的 RFID、NFC、動物的辨識
被動辨識、主動感知、環境監測/發佈信
息
如：行車溫度監測、Smart Phone
主動設備、遠端控制、自動控制
如：鎖頭、監視器、冷氣溫控
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Gubbi et al. (The University of Melbourne, June 29, 2012)
國際狀況
眾多的單獨技術發展，大多數並不以 IoT 之名
進行
物流的貨況追蹤和辨識
車輛、人員的追蹤、調度和辨識
支付（NFC, QR Code 等）
遠端監控：電梯
非 IoT 設備
RFID, Smart Phone, NFC, NB, GPS, …
環境的整備
IP 地址不足：導入 IPv6
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M-commerce技術對「消費流
程」之影響
消費資訊
加值
資訊
選擇
店家
消費決策
選擇
商品
消費行動
下
支付
產權
消費/
單
融資
持有
使用
圖Ａ1 商業模式支援之消費活動
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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
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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
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