4g ecosystem: mobile value added or mobile commerce for the...
TRANSCRIPT
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4G Ecosystem: Mobile Value Added or Mobile
Commerce for the 4G space - what’s next?
National Institute of InformaticsJapan
Hitoshi Okada
©2010 Hitoshi Okada Japan
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What is E-Money?
History and Definition.
Agenda 1
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PrepaidCard
OnlineE-Money
PrepaidE-Money
CreditCard
Debit Card
PostpaidE-Payment
E-Money(Widely)
NII©2008HitoshiOkada
Coupon
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PrepaidE-Money
PostpaidE-Payment
PASMO
Edy
ICOCA
WAONnanaco
iD PiTaPa
©2008HitoshiOkada
Suica
Mobile
QUICPay Visa Touch
Distribution
Transport
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E-Money (Private Railways)
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Why E-Money, not Money?
Perfect Matching for Consumer Needs
Agenda 2
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E-Money Marketing
At a Daily Store
Agenda 2-1
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1st week 2nd week 3rd week 4th week
Loyalty ↑ ⇒ Discounted ↑
10,000--1%
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1st week 2nd week 3rd week 4th week
Loyalty ↑↑↑ ⇒ Discounted ↑↑↑
--3%--3%
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Why Mobile E-Money, not Smart Card
At a Shopping Centre
Agenda 2-2
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enter look lunch buy leave
Consumer Changes Time after Time
I am soexciting
~
How about our lunch menu ?
Our Seasonal Recommend
Have a Dinner?
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enter look lunch buy leave
I am soexciting
~
Enjoyshops
Good Taste
Favorite Shop
Persona
Category Targeting
Consumer Changes Time after Time
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Consumers’ Acceptance
How people accept E-Money?
Agenda 3
©2010 Hitoshi Okada Japan
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Innovators Early adopters Early majority Late majority Laggards
Reference: Rogers, M. Diffusion of Innovation 1995.
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Innovators Early adopters Early majority Late majority Laggards
Entertainment Usability Profitability Public Policy
EcologicalSocial Welfare
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Key Factors
Critical Success Factors of E-Money
Conclusion
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Usable + Profit + Entertain + Public Policy
Key Success Factors
A Future of E-money