m-business: from vision to reality
DESCRIPTION
M-BUSINESS: FROM VISION TO REALITY. Monday, 15 September 2014 Vilnius. Daiva Vitkut ė-Adžgauskienė Head of Product Management Division, Omnitel, Lithuania. Way back in 1999 …. Popular saying: “If you are NOT IN E-BUSINESS, you are OUT OF BUSINESS” - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/1.jpg)
M-BUSINESS: FROM VISION TO REALITY
Friday 21 April 2023Vilnius
Daiva Vitkutė-AdžgauskienėHead of Product Management Division,Omnitel, Lithuania
![Page 2: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/2.jpg)
Way back in 1999 …
• Popular saying: “If you are NOT IN E-BUSINESS, you are OUT OF BUSINESS”
• Common belief: .COM or E- automatically means passport to getting millions
![Page 3: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/3.jpg)
And then in 2000 …• Burst of INTERNET
BUBBLE
• Intense PESSIMISM instead of previous hype
• Headings of the type “E-BUSINESS IS DEAD” all over
![Page 4: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/4.jpg)
Finally, where is e-business now?• The majority of companies are using Internet/Intranet in some way
• New services keep on emerging on the Net (Internet banking, vehicle tracking and monitoring systems, etc.)
• E-business silently but firmly pushes itself into our life in the form a natural supplement to traditional business processes
• You don’t have to shout about e-business anymore – IT IS JUST HERE
![Page 5: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/5.jpg)
Long-termTrend
E-business adoption landscape
E-business trend
![Page 6: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/6.jpg)
E-business: lessons learned
• Computers becoming faster does not mean that building businesses can also be faster
• E-business success lies in appropriate application of electronic channels to the business as the basis
![Page 7: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/7.jpg)
How about MOBILE BUSINESS ?
![Page 8: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/8.jpg)
In 2000 m-business was merely a VISION … • Just a feeling, that this could fly:
– Mobile penetration growing much faster than that of Internet– Mobile phone – a personal service management tool available
anytime anywhere• However, doubt and disbelief prevailing:
– Disappointment in mobile phones as Internet access terminals (small screens, no graphics, low speed, etc.)
– Global pessimism towards e-business– Weak service development
![Page 9: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/9.jpg)
What is the situation now?• Phones improving, converging with PDAs • Majority of active citizens already mobile• Service providers learned how to overcome
restrictions and leverage the advantages of mobile communications
• Mobile phone is gradually becoming a personalized tool for using and managing services
M-business has become a REALITY and is gradually progressing !
![Page 10: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/10.jpg)
M-business: general impression
• M-business develops along a
smoothly rising long-term trend
curve
• M-business was from the beginning
perceived as an additional channel
to the general business process
• People are ready to pay for m-
business value proposition to
deliver what people want when they
want it
![Page 11: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/11.jpg)
Variety of m-business application areas
• M-commerce – fast transactions
• Introduction of mobile channels to company internal processes
• Mobile marketing
• Mobile CRM
$ $$
![Page 12: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/12.jpg)
Technology environment for m-business services
• SMS messaging – most popular media
• WAP – new expectations with GPRS
• HTTP transactions over GPRS• Java applications for mobile
devices• Web service architecture
![Page 13: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/13.jpg)
Is this also true for M-BUSINESS DEVELOPMENT in
the LITHUANIA?
![Page 14: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/14.jpg)
LITHUANIA: favourable environment for m-business
• Mobile penetration already over 40% (compared to 27% at the beginning of 2002)
• Mobile penetration is significantly higher than that of Internet (21%)
• Over 80% of businesses using mobile services
• Usage of mobile data (SMS, GPRS, WAP) increases
![Page 15: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/15.jpg)
SMS traffic compared to Europe predictions (Baskerville strategic report, Nov. 2001)
SMS VAS share in total traffic
76%
24%
Total SMS/subscriber
Total VAS SMS/subscriber
Total SMS/ subscriber
18
25
28
3235
0
5
10
15
20
25
30
35
40
2002 2003
Eastern Europe Western Europe Omnitel
Omnitel case: increasing SMS usage
![Page 16: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/16.jpg)
Increasing number of public m-services
• M-entertainment (logos, ringtones, mobile games)• M-info (yellow pages, stock exchange, accounting
information) • M-office (mobile e-mail, reminders, group messaging)• M-payments (payments for parking, vending, tickets) • M-banking (all major banks in Lithuania offer SMS or WAP
banking services)• M-self-services (info channel subscription, service
configuration, etc.)• M-security (mobile car tracking, house security, etc.)
![Page 17: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/17.jpg)
M-commerce in entertainment: ringtones and logos
• Offered in Omnitel network since 1999
• Number of content providers and aggregators
increasing - Jippi, One, Inpoc, Telejazz, …
• About 10% of monthly SMS VAS traffic and
increasing
Mobile users willing to pay for entertainment !
![Page 18: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/18.jpg)
“Who wants to be a millionaire?”Most successful SMS application in
Omnitel history:• Launch of the SMS game on June 17th
2002• Reached total 1 million message point
on July 10th – in less than 1 month• According to surveys, 71% of players
are driven by excitement not by prizes
Good example of “kill the time”services potential” !
![Page 19: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/19.jpg)
M-payment for parking: saving precious time
No need to look for coins, easy to extend parking time – just send an SMS from where you are !
• Omnitel was first in Lithuania, 7th in the world to launch the service
• Launch in Kaunas - March 27, 2002; in Vilnius - July 3, 2002
• Monthly growth rate - 1.5-2 times• Service management (inspector side)
based on bar-code readers and GPRS
Already about 7% of total parking payments collected via mobile channel in Lithuania
![Page 20: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/20.jpg)
Mobile e-mail – managing your communications
• E-mail communication have become part of our lives
• Mobile technologies enabled e-mail access anywhere anytime (SMS, WAP over GPRS)
• Mobile e-mail already is an important part of various m-business applications
![Page 21: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/21.jpg)
Customers
Presentation
Operator acts as m-service aggregator
S
Creation
Third parties
Third parties
Aggregation
Third parties
Third parties MasterCard
E-/m- service supermarket offering!
![Page 22: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/22.jpg)
Portal – the best way to enable e-/m- service supermarket
Joint OMNI Portal = traditional + mobile
- information accessed via different channels: WEB, WAP, SMS, etc.,- content personalization,- content generation by third party e-/m- services,- accounting and billing for usage via all channelsOMNI portal provides access to a
structured collection of e-services
Communities
EntertainmentNews
Services
Infor-mation
Tools
WWW.OMNI.LT
WAP.OMNI.LT
![Page 23: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/23.jpg)
Postp
aid
bills
Ven
din
g
mach
ines
Park
ing
Pre
paid
top
-up
WWW SMS WAPE-c
om
merc
e
OMNITEL services 3rd party services
Info
tain
men
t
En
tert
ain
men
t
E-c
om
merc
e
Vert
ical p
ort
als
VilniausBank
BankHansa-LTB
BankSnoras
Omnitelbilling
Paym
en
tfu
ncti
on
ality
Payment channelsP
aym
en
tch
an
nel
Prerequisite – payment management infrastructure• Unified
payment management for operator and third party services
• Payment gateway as a router between services and banks
• Projects with major Lithuanian banks
Payment
gateway
![Page 24: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/24.jpg)
M-business solutions in company environment
Interest: over 1/3 of businesses adding mobile access services to their Intranets
Examples of application areas:
• Mobile sales force solutions
• Mobile access to company info resources
• Mobile logistics and fleet management solutions
• Mobile marketing games
![Page 25: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/25.jpg)
Sales force automation solutions
• Fast order processing, continuously updated pricing information
• Based on mobile access and data synchronization via GPRS enabled PDAs
• Solutions enabled by partnership between mobile operators and IT companies
• Whosalers as first users -Sanitex, Eugesta, etc.
![Page 26: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/26.jpg)
Vehicle tracking and fleet management solutionsAn example of m-
solutions for a niche segment – logistics companies:
•Vehicle tracking and remote control
•Reporting and logistics management
•“Seklys” and “Sateltrack” services offered by Omnitel
•Combination of various technologies - GSM, GPS, GPRS, SMS
![Page 27: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/27.jpg)
Registration database
SMSwap
e-mailwww
voice mail
Company
Registration data and statistics
Advertising campaigns
Consumer
Mobile promotional games – a solution for m-marketing
![Page 28: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/28.jpg)
• Overall over 50 games were implemented by Omnitel for wholesale and media companies in 2002:
• Several examples: – Estrella promotional game, prepared for “Kraft
Foods Lietuva”; – “Kalnapilis in Ice” promotional game prepared
for Kalnapilis beer brewery; – Coca Cola promotional game, – SMS game for TV show on information
technologies “NKTV” and others. • Monthly traffic of such games makes up more
than 15% of the whole Omnitel SMS VAS traffic.
Mobile promotional games – gaining speed
![Page 29: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/29.jpg)
Having many possibilities already, can 3G offer more ?
![Page 30: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/30.jpg)
• With GPRS and MMS in place, m-business applications can already exploit multimedia advantages
• 3G seems not to offer anything completely new for m-business, just faster speed
• Observation: 3G adoption slow in Japan:
• DoCoMo has only about 134000 FOMA subsribers, while the plans were to have 1.38 million subsribers by March 1, 2003
It seems that 3G will not make any significant changes
![Page 31: M-BUSINESS: FROM VISION TO REALITY](https://reader035.vdocuments.us/reader035/viewer/2022062309/56814860550346895db56d9a/html5/thumbnails/31.jpg)
CONCLUSIONS
• M-business today is already a REALITY.
• With 2.5G and rapidly increasing mobile penetration we have everything that is necessary for m-business growth.
• Success lies in:- rational evaluation of business opportunities,- development of adequate and convenient applications and services,- training the users to exploit all the possibilities offered by mobile technologies.