m-business ....
what works, what not ....
Globalisierung und m-Business:
mobile commerce... wireless enabled
business
Michael Klemen
Krems, 07.03.2002
März 2002
© Michael Klemen / Private
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m-business ....
1.
what works, what not ....
Introduction
•
•
M-commerce - an emerging business force that will drive £75
billion global revenue by 2005 of which Europe’s share will be
£40 billion and the multiple players who want to capture this
revenue
Austria – where are we
•
Trends impacting m-commerce and factors for consideration in
capturing m-commerce value - how to understand the
landscape and the challenges for both Business and
Technology.
•
Examples / first experiences enable already certain solutions
and why it is important to understand geographic differences
when creating solutions.
•
What value 3G will provide and the challenges it faces as mcommerce applications evolve.
März 2002
© Michael Klemen / Private
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m-business ....
1.
what works, what not ....
Introduction
• The mobile market worldwide is …… moving... (booming?)
• Is the market potential for m-commerce significant - £75 billion by
2005 - Europe’s share will be £40 billion Merrill Lynch, Wireless Internet, June 2000
• how much revenue will m-commerce capture from/through mobile
data
• Multiple players are trying to capture this potential
• There are challenges which must be overcome before this value is
realised and mass market adoption is achieved -There have been
some successes to date but real business value is yet to be proven
• 2.5 and 3G will impact m-commerce but there are some issues
• Technology is not the only driving force
März 2002
© Michael Klemen / Private
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m-business ....
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what works, what not ....
Data
Mobile Connections & Annual Growth Rates: Europe, 4Q01
Source: Gartner Dataquest (February 2002)
März 2002
© Michael Klemen / Private
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m-business ....
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what works, what not ....
Solution
Integrate the mobile solution with all other channels
Wireless Devices
IVR/Call
Center
•
•
•
•
Brand
Information
Functionality
Experience
Broadband
…must be
appropriate,
orchestrated and
integrated
Users
Physical
location
März 2002
Internet/
PC
© Michael Klemen / Private
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m-business ....
5.
what works, what not ....
Wireless cycle
2003 – 2004
Wireless
technology
adapted in most
software
applications
Wireless
fever
Benefit
Wireless
available in
market
leaders
2004 - 2005
Expectations of users
not widely met
2001
2008
2006
Some
enterprises will
gain great
success
Devices available
Limited Software
1994 - 1997
Technology Peak of inflated
Trigger
Expectations
Type A Adoption
März 2002
Trough of
Disillusionment
Type B Adoption
Time
© Michael Klemen / Private
Slope of
Enlightenment
Plateau of
Productivity
Type C Adoption
Source: Gartner Research
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m-business ....
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what works, what not ....
Open aspects
• Who captures the revenue?
• How does mobile deliver on
corporate strategy & goals?
• With multiple players involved in creating a
successful mobile transaction, need to figure out
how the revenue and costs will be allocated
• Unclear value proposition for mobile within realm of
corporate objectives needs to be clarified
• What is the business case? How
big will this be?
• It’s not the time for thoughtless spending on
technology. Clear business value and return on
investment must be measurable and targets
established up front
• How can our brand extend to
mobile?
• How can 3G help extend my brand? What are the
band risks of an unsuccessful deployment?
• Who are the critical partners to
pursue?
• In a dynamic business and technology environment,
how do we create flexible and sustainable
partnerships to create sustainable competitive
advantage
• Who owns the user?
März 2002
• All players will want to control the relationship and
own the customer data - who will?
© Michael Klemen / Private
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m-business ....
what works, what not ....
Technology
März 2002
© Michael Klemen / Private
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m-business ....
what works, what not ....
EUROPE
 Consumer use of mobile
technology among the
highest in the world, but
less experience in fixed
Internet
US
 Uncertain outcome due to
high Internet penetration,
strong portal brands, poor
infrastructure, and failure of
operators to capitalise on the
Internet
End User Device Trans Function Content
JAPAN
 I-mode’s example shows
that new business models
are possible as a result of
mobile
End User Device Trans Function Content
End User Device Trans Function Content
Services
Services
Services
Software
Software
Software
Hardware
Hardware
Hardware
Telcos dominate
Mobile data is more accepted
März 2002
Internet players are battling with
Telcos for control
© Michael Klemen / Private
Devices, entertainment and
telcos dominate
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m-business ....
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what works, what not ....
Examples
Japan ahead : NTTDocomo
März 2002
Applications & Monthly Fees
Convenience:
Subway direction
Highway direction
Train & Traffic
Phone #, address
Apartment Search
What’s on sale - neighborhood
News and Weather
Recruitment
Sports:
Baseball, Sumo..
Horse Races - results
Stock Market:
Stock indexes
Stock prices
Communication:
Personal ads
Group Trip Listing
Fortune Telling:
Woman fortune chat room
Love, marriage
Tell it to an angel
Your star + Blood type
© Michael Klemen / Private
100yen
100yen
Free
yen
Free
30yen
Free
Free
Free
300yen
Free
100-500yen
10-150yen
100yen/mo
200yen
200yen
200yen
100yen/mo
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m-business ....
März 2002
what works, what not ....
© Michael Klemen / Private
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m-business ....
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what works, what not ....
Examples
Heart diagnostics & monitoring
März 2002
© Michael Klemen / Private
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m-business ....
März 2002
what works, what not ....
© Michael Klemen / Private
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m-business ....
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© Michael Klemen / Private
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m-business ....
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Conclusions
März 2002
© Michael Klemen / Private
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m-business ....
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what works, what not ....
Conclusions
• Which user segments can best benefit?
• What user situations, tasks, problems can mobile improve?
Business
• Which services should be applied to which device?
• Will users trust the services?
• Who will the user call when there is a problem?
• Which technologies (HW & SW) are most suitable?
• What are the implications for back-end systems?
Technology
• Which vendors are best? How should they be evaluated?
• In-house vs. ASP?
• How can security be maintained?
• How does mobile deliver on corporate strategy & goals?
• What’s the business case? How big will this be?
Users
März 2002
• How can our brand extend to mobile?
• Who are the critical partners to pursue?
© Michael Klemen / Private
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m-business ....
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what works, what not ....
Predictions
crazy again ...
As of 1:46 a.m. EST Thursday, March 7, 2002
Sony , Ericsson Venture Unveils Its First Mobile-Phone Handsets
Sony Ericsson's new
handset with the
integrated camera, the
P800, is the most
advanced of the three
new GSM models
KPN Mobile, in which DoCoMo has a 15% stake, is planning to start i-mode in
Germany, Belgium and the Netherlands this spring.
März 2002
© Michael Klemen / Private
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m-business ....
what works, what not ....
Danke schön
März 2002
© Michael Klemen / Private
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