Mobile eCommerce
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Transcript of Mobile eCommerce
© 2000 Noblestar. All rights reserved.
M-Commerce( Mobile E-Commerce )
M-Commerce( Mobile E-Commerce )
June 19, 2000June 19, 2000
© 2000 Noblestar. All rights reserved.
M-Commerce is at the Nexus
M-Commerce is at the Nexus
M-Commerce is at the nexus of all things good…
• Internet explosion• e-commerce paradigm
• growth in wireless connectivity
Internet
e-commercewirelessconnectivity
© 2000 Noblestar. All rights reserved.
M-Commerce DefinedM-Commerce Defined
• wireless Internet connectivity– un-tethered– digital– interoperable
• access to e-commerce functions– gateway to a mobile enabled site– wireless portal
• wireless Internet connectivity– un-tethered– digital– interoperable
• access to e-commerce functions– gateway to a mobile enabled site– wireless portal
The buying and selling of goods and services over the Internet, using mobile devices.
© 2000 Noblestar. All rights reserved.
Mobile DevicesMobile Devices
• laptop / notebook• personal organizer• digital phone• pager
• laptop / notebook• personal organizer• digital phone• pager
© 2000 Noblestar. All rights reserved.
M-Commerce TrendsM-Commerce Trends
• Tremendous growth opportunity• Europe is the early adopter• Largely a B2C market in the near
term• Driven by transactional content
• Tremendous growth opportunity• Europe is the early adopter• Largely a B2C market in the near
term• Driven by transactional content
© 2000 Noblestar. All rights reserved.
Tremendous Growth Opportunity
Source: Dataquest
© 2000 Noblestar. All rights reserved.
Europe is the Early Adopter
Europe is the Early Adopter
• Homogenous network (GSM)
• Mostly 2G digital• Patchy wireline
infrastructure• Moderate to high
wireless penetration• SIM card based
authentication• 3G spectrum allocation
occurring now
• Homogenous network (GSM)
• Mostly 2G digital• Patchy wireline
infrastructure• Moderate to high
wireless penetration• SIM card based
authentication• 3G spectrum allocation
occurring now
• Heterogeneous network (CDMA, TDMA, iDEN…)
• Mostly analog, little digital• Strong wireline
infrastructure• Moderate wireless
penetration
• 3G spectrum allocation botched by FCC
• Heterogeneous network (CDMA, TDMA, iDEN…)
• Mostly analog, little digital• Strong wireline
infrastructure• Moderate wireless
penetration
• 3G spectrum allocation botched by FCC
Europe U.S.
© 2000 Noblestar. All rights reserved.
M-Commerce at WorkM-Commerce at Work
• Ticketing• Reservations• Securities trading• Shopping• Banking• Contracts
• Ticketing• Reservations• Securities trading• Shopping• Banking• Contracts mostly consumer focused
(B2C)
© 2000 Noblestar. All rights reserved.
An M-Commerce Transaction( Shopping )
An M-Commerce Transaction( Shopping )
merchantbank
***Merchants***AmazonCD NowWeBeFlowersWAP Store
SELECT BACK
***Solo***From account [3213]To account [76533]Amount [50.00]Trans date [15JUN00]
ACCEPT BACK
***WeBeFlowers***Choose the occasion:CongratulationsThank youRomanticCondolences
SELECT BACK
***Romantic***Choose a product:OrchidsRed rosesMixed floral
SELECT BACK
***Delivery Info***Date [---]Address [---]Receiver [---]Comments [---]Pay from Solo account
SELECT OPTIONS
***Red Roses***Choose the option:Simple 20.00Opulent 50.00True love 75.00
SELECT BACK
***WeBeFlowers***
Thank you for the order!
Reference [64526]
BACK
BANK***Banco Grande***
Solo Mallin EnglishMallo Soloen Espanol
© 2000 Noblestar. All rights reserved.
The Mobile Value Proposition
The Mobile Value Proposition
• Ubiquitous• Convenient• Timely• Simple• Personalized• Localized• Economic
• Ubiquitous• Convenient• Timely• Simple• Personalized• Localized• Economic
“the Internet walkman”
“the Internet walkman”
© 2000 Noblestar. All rights reserved.
Applications Follow Bandwidth
Applications Follow Bandwidth
multi-media
text
bandwidth
© 2000 Noblestar. All rights reserved.
Wireless Build-Out Brings Bandwidth
Wireless Build-Out Brings Bandwidth
2000
2003
© 2000 Noblestar. All rights reserved.
Application PerformanceApplication Performance
7
Data Rates (k bps ) 9.6 14.4 32 64 128 384 2000
Technology Transmit Speed Capability
= Excellent = Fair = Poor
Applications
Voice, SMSE-mailInternet Web AccessDatabase AccessSynchronizationDocument TransferLocation ServicesStill Image TransferVideo Lower QualityVideo High Quality
Application Performance Rating
3G
1X
IS95B
2G
Technology
Source: Motorola NSS
What is 2.5 and 3G?
Source: Motorola
© 2000 Noblestar. All rights reserved.
Application ImpactApplication Impact
mCommerce
© 2000 Noblestar. All rights reserved.
Mobile Device / Network Constraints
Mobile Device / Network Constraints
• real estate– small screen size– monochromatic LCD (gray tones)
• speeds and feeds– limited bandwidth– slower processor
• capacity– smaller memory– no persistent storage
• data capture– cumbersome input (text, pen-based)
• latency– set-up required– limited battery life
• real estate– small screen size– monochromatic LCD (gray tones)
• speeds and feeds– limited bandwidth– slower processor
• capacity– smaller memory– no persistent storage
• data capture– cumbersome input (text, pen-based)
• latency– set-up required– limited battery life
© 2000 Noblestar. All rights reserved.
Impact on Application Design
Impact on Application Design
• no “surfing” as we know it• alert driven• limited graphics• no number crunching• text, pen, or voice based• personalized, localized• short transactions
• no “surfing” as we know it• alert driven• limited graphics• no number crunching• text, pen, or voice based• personalized, localized• short transactions
© 2000 Noblestar. All rights reserved.
The Amazon Experience(Wireless Version)
The Amazon Experience(Wireless Version)
1. Access the site through wireless portal2. Search on book title3. Find it and follow with request to order4. Elect to open an account to continue5. Provide account information
• password• e-mail address• name and street address• credit card
6. Provide shipping instructions7. Receive order confirmation e-mail8. Receive shipment notification e-mail9. Receive book
1. Access the site through wireless portal2. Search on book title3. Find it and follow with request to order4. Elect to open an account to continue5. Provide account information
• password• e-mail address• name and street address• credit card
6. Provide shipping instructions7. Receive order confirmation e-mail8. Receive shipment notification e-mail9. Receive book
© 2000 Noblestar. All rights reserved.
The Ameritrade Experience(Wireless Version)
The Ameritrade Experience(Wireless Version)
1. Access the site through wireless portal2. Enter account nbr/pin3. Enter ticker4. Review current market information5. Specify number of shares6. Confirm and issue the order7. Go to Ameritrade website to review
order
1. Access the site through wireless portal2. Enter account nbr/pin3. Enter ticker4. Review current market information5. Specify number of shares6. Confirm and issue the order7. Go to Ameritrade website to review
order
© 2000 Noblestar. All rights reserved.
Workstation vs. Mobile DeviceWorkstation vs. Mobile Device
• feature rich• high byte count• high resolution
color• large size display
• feature rich• high byte count• high resolution
color• large size display
• feature lean• low byte count• monochromatic• postage stamp
size display
• feature lean• low byte count• monochromatic• postage stamp
size display
© 2000 Noblestar. All rights reserved.
Wireless TechnologiesWireless Technologies
© 2000 Noblestar. All rights reserved.
Wireless Application Protocol (WAP)
Wireless Application Protocol (WAP)
A global open standard for connecting wireless devices to the
Internet
A global open standard for connecting wireless devices to the
Internet• device independence• bearer independence• component interoperability
• device independence• bearer independence• component interoperability
© 2000 Noblestar. All rights reserved.
WAP ArchitectureWAP Architecture
© 2000 Noblestar. All rights reserved.
WAP ArchitectureWAP Architecture
© 2000 Noblestar. All rights reserved.
WAP OperationWAP Operation
© 2000 Noblestar. All rights reserved.
3G (UMTS) Environments3G (UMTS) Environments
UMTS integrates disjointed networks and offers seamless services
Pico Cell
Urban
Micro Cell
Global
In-Building
World Cell
(((((
(((((
Suburban
Macro Cell
© 2000 Noblestar. All rights reserved.
< First Mover in the Wireless Space >< First Mover in the Wireless Space >
Mobile Computing Practice (1997) Scout Synchronization Server (1998) Riverbed Technologies (1998) Aether Systems (1999)
Mobile Computing Practice (1997) Scout Synchronization Server (1998) Riverbed Technologies (1998) Aether Systems (1999)