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Case Study Management information system CASE D M-Commerce: the past, present and future
Transcript of Case Study Management information system CASE D M-Commerce: the past, present and future
This rule was created when broadband was not very spread --> quite outdated now
Smartphones use 3G network, slower than broadband
If m-commerce is to spread, the network used has to be successful enough, otherwise consumers won’t use their smartphones as a mode of payment.
If network is too slow, people might fear that their data (and bank account!) would be hacked. Mobile commerce is a highly potential market as all surveys are showing high potential growth in the future.
With records of their users’ purchase histories, m-commerce providers “get(…) the visibility into consumer habits that enable them to develop new products and services that are more tailored to what consumers really desire” (J. Gauntt)
Marketing from geolocation: push marketing, Online check-in
Customization and development of customer loyalty: the mobile is the new fidelity card; it can contain all the customer data, his reductions
Comparison and suggestion of products: Services like “Opt-in advertising” can be offered, so that a user may choose those products, services and companies that he wants to be kept informed about 57% of the customers concern about the security of their data
short moment when data is unencrypted.
Perfect tool for micropayments because it offers accessibility and mobility to mobile users.But: real concerns about securitysecurity vs easy to use!
56% of the customers concern about their privacy (Big Brother syndrome) the location of customers can be revealed for business interest.
56% of the customers concern about what would happen if they lost their device
User profiles store credit card and necessary validation to avoid customers some data entry. But not enough security.Question of digital certificates?
36% of the customers think it is too hard to keep track of what they spendIncentive to spend
Furthers limitations of m-commerce are linked to the limitations of today’s mobile:Small screens still limit types of file and data transferSMS limited to small number of charactersUse of graphics limitedLess functionality for mobile internet over mobile phones than for mobile computersTechnology constraints of mobile devices (memory, processing power, display capacities, input methods) Question 1: What is the « 8-second rule » of the internet and why is it important to m-commerce technology? Question 2: Why might it be useful to m-commerce providers to have records of their users’ purchase histories? 3. What is the biggest concern most cell phone users have about using m-commerce services? What are some other concerns? Management information systemCASE D M-Commerce: the past, present and future Group E2 Team 1Aurore BalsanAurélie Joly CooperSalomé ChegarayArthur TutenuitArnaud Bouilhaguet 4) What are technological advances such as pseudo wires and MPLS technology important to increasing backhaul capacity? Review of different advantages and of evolutions
Backhaul capacity :
it is the link between the radio network and the application on mobile. The more it’s developped, the faster M-commerce will grow.
Better connexions allow more transactions to be made
Increases transactions’ speed
Facilitates and icreases transactions’ security Thus, MPLS (Multiprotocol Label Switching) or QOS (Quality of service) are the technologies which are going to permit the increasing of the backhaul intelligence.
Possible next steps
M-commerce obvious future step : increasing the backhaul capacity and making it more efficient.Using more of them will improve M-Commerce => more business because it will increase the customer’s number. Pseudo wires increase the latency, the security and the reliability of the networkPossible improvement : making this backhaul more efficient by priorising the transactions by importance.
5) How would the widespread use of m-commerce technologies affect your life? The marketing side and the SOLOMO,
More accessible than e-commerce websites,
The applications for Apple or Android are simpler to use (KISS),
Purchase becomes easier too : Barcode reader through the camera of a Smartphone, detailed information on the origin, production or properties of the good or merchandise. M-commerce have changed our life in the way that marketing is more targeted to my particularities and needs,
Games, music, train tickets, bank account vs clothes, furniture, food
Avoid coins, avoid back ache vs concentrating too much Information vs annoying advertisement? => Mobile : more a browsing channel than a transactional channel ?
Marketers have to find real innovations in order to create a blue ocean, a transactional solution that is recognized by the more skeptical. CONCLUSION