中央大學。范錚強 1

Chapter 6: 移動商務M-Commerce

國立中央大學、資訊管理系范錚強

Tel: (03)426-7250

http://www.mgt.ncu.edu.tw/~ckfarn

2011.05 updated

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M-Commerce, L-Commerce

Mobile Commerce (m-commerce, m-business)

Any business activity conducted over a wireless telecommunications network or from mobile devices

Location Based CommerceLBS: Location Based Service

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Attributes of M-commerce

Ubiquity 無所不在Convenience

Interactivity

Personalization

Localization

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M-Commerce Landscape Exh 6.1

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Drivers of M-commerce

Widespread availability of more powerful mobile devicesThe handset cultureThe service economyVendor’s pushThe mobile workforce and mobile enterpriseImproved price/performanceImproving bandwidth

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Applications of M-commerce

Field mobility

Fleet mobility

Warehouse management

Direct store delivery (DSD) route accounting

有很多過去做不到，但是現在在合理成本下做得到，且一直有的潛在需求

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Wireless Mobile Computing (Mobile Computing)

Computing that connects a mobile device to a network or another computing device, anytime, anywhere

智慧型手機 Smart PhoneiPhone, Android, BlackBerry, …

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Mobile Devices

Mobile computersPersonal Digital Assistant (PDA)A stand-alone handheld computer principally used for personal information management

現在很少了SmartphoneA mobile phone with PC-like capabilities

平板電腦iPad, Android Pads…

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其他設備

Smartbooks: KindleWearable devicesScreenCameraTouch-panel displayKeyboardSpeech translatorWatch-like deviceRFID (radio frequency identification)

Scanners

mobile browser (microbrowser)

Web browser designed for use on a mobile device optimized to display Web content most effectively for small screens on portable devices

Dashtop mobile （車載移動設備）

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Mobile Computing Software and Services

Mobile PortalContent ProviderMessaging Services

Short message service (SMS)A service that supports the sending and receiving of short text messages on mobile phonesMultimedia messaging service (MMS)The emerging generation of wireless messaging; MMS is able to deliver rich media以上為傳統的電信服務，在 Internet/SmartPhone下，有新的服務 : Line, Skype, Viber 等

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Voice-Support Services

Interactive voice response (IVR)

A voice system that enables users to request and receive information and to enter and change data through a telephone to a computerized system

Voice portal

A Web site with an audio interface that can be accessed through a telephone call

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Wireless Telecommunications Networks

Personal Area Network (PAN)

A wireless telecommunications network for device-to-device connections within a very short range

Bluetooth

A set of telecommunications standards that enables wireless devices to communicate with each other over short distances

NFC: Near Field Communications

Hand held device with a RFID tag/reader capabilities

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Wireless local area network (WLAN)A telecommunications network that enables users to make short-range wireless connections to the Internet or another networkTaipei-Free, iTaiwan, WiFly, …

Wi-Fi (wireless fidelity)The common name used to describe the IEEE 802.11 standard used on most WLANs

WLANWLAN

中央大學。范錚強 15Copyright © 2010 Pearson Education, Inc.

中央大學。范錚強 16Copyright © 2010 Pearson Education, Inc.

Wireless wide area network (WWAN)A telecommunications network that offers wireless coverage over a large geographical area, typically over a cellular phone network

WiMaxA wireless standard (IEEE 802.16) for making broadband network connections over a medium-size area such as a city從 LAN 科技延伸到的 4G WWAN

LTE (Long term evolution)從電信科技延伸到的 4G WWAN

8-16

WWANWWAN

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Mobile Banking

Mobile PaymentsMobile Proximity Payments

Mobile Remote Payments

digital divideRefers to the gap between people with effective access to digital and information technology and those without

Problem: 窮人怎麼辦？

Mobile Financial Payment

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Mobile Enterprise

Application of mobile computing inside the enterprise (e.g., for improved communication among employees)

The sales application

The support application

The service application

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Needs of the Mobile Workforce

Mobile workerAny employee who is away from their primary work space at least 10 hours a week or 25 percent of the time

Mobile workers can be divided into 3 segments: Mobile professionals (senior executives and consultants)Mobile field force (field sales and service technicians)Mobile specialty workers (delivery personnel and construction workers)

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Some solutions widely used by the three segments include:

Mobile office applications

Sales force automation (SFA)

Field force automation (FFA)

Mobile CRM (e-CRM)

Push Mail

Mobile Workforce Solutions

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Challenges of Mobile Workforce Support

Network coverage gaps and interruptions

Internetwork roaming

Mobile network and application performance

Device and network management

Bandwidth management

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Fleet and Transportation Management

Fleet Maintenance

Tracking People and Vehicles

Transportation Management

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Applications in Warehouses

Typical Mobile Devices Used in Warehouses專用 PDA

Vehicle mount solutions車載設備、車機

Handheld solutions

Hands-free and voice solutions

Other solutionsiPad, 工業電腦

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Mobile Entertainment

Any type of leisure activity that utilizes wireless telecommunication networks, interacts with service providers, and incurs a cost upon usage

Mobile Music And VideoMobile Games

TechnologyNumber of playersGenre

Mobile GamblingSports

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Other Consumer Services

Health Care

Hospitality Management

Public Safety and Crime Prevention

Other Industries

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智慧型手機特性

一定有螢幕可以呈現條碼（一維、二維條碼、 QR Code)

大部分有攝影機可以當作條碼讀取機

有些有 NFC 功能 （往後會說）可以當成 RFID 卡、可以讀取 RFID 卡

可以有很多創新的功能

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Location-based M-commerce (L-commerce)

Delivery of m-commerce to individuals in a specific location, at a specific time

Real-time location system (RTLS)Systems used to track and identify the location of objects in real time

GeolocationThe process of automatically identifying a mobile device’s physical location without that user having to provide any information

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L-Commerce

The services provided through location-based m-commerce focus on five key factors:

LocationNavigationTrackingMappingTiming

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L-commerce Infrastructure

Mobile devices

Communication network

Positioning component

Service or application provider

Data or content provider

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Positioning Components

network-based positioningRelies on base stations to find the location of a mobile device sending a signal or sensed by the networkterminal-based positioningCalculating the location of a mobile device from signals sent by the device to base stationsglobal positioning system (GPS)A worldwide satellite-based tracking system that enables users to determine their position anywhere on the earthAssisted GPS (AGPS)Assisted GPS 可以除了用衛星定位外 , 還可以其他網路設備來定位 , 例如用通訊基地台

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Location-Based Data

Locating

Navigating

Searching

Identifying

Event checking

geographical information system (GIS)A computer system capable of integrating, storing, editing, analyzing, sharing, and displaying geographically-referenced (spatial) information

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Location-based service (LBS)

An information service accessible from and to mobile devices through a mobile network utilizing the ability to make use of the geographical position of the mobile device to deliver a service to the user

Automatic vehicle location (AVL)A means for automatically determining the geographic location of a vehicle and transmitting the information to a request

Social location-based marketingMarketing activities that are related to social behavior and are related to social networking activitiesE.g. Facebook 裡面的打卡

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LBS 應用案例

被動服務：用手機查詢附近有啥

主動服務追蹤各個用戶、告知和提醒

利用檢訊通知附近的活動和商家用戶事先同意

資源監控和調派車隊、員警、巡山員

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Barriers to L-commerce

Lack of GPS in mobile phones

Accuracy of devices

The cost–benefit justification

Limited network bandwidth

Invasion of privacy

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IoT: Internet of Things 物聯網 / 智慧聯網

Ubiquitous computing (ubicom)Computing capabilities that are being embedded into the objects around us, which may be mobile or stationary

Pervasive computingComputing capabilities embedded in the environment but typically not mobile

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Pervasive Computing

Principles of Pervasive ComputingDecentralizationDiversificationConnectivitySimplicity

Context-aware computingApplication’s ability to detect and react to a set of environmental variables that is described as context (which can be sensor information or other data including users’ attitudes)

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Internet of Things

1999 年 MIT Auto ID Center 的 Dr. Ashton 最先提出

最早是在推廣 RFID 時用的名詞 RFID and sensor technology enable computers to observe, identify and understand the world— without the limitations of human-entered data.

if we had computers that knew everything there was to know about things.

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智慧聯網重要組成份子

智慧物件PC 、 Smart phone 、 Smart card …

裝置 (Device) + 電子標籤 / 射頻識別 (RFID) 、 + 二維碼識別 (QR code) 、 + 感測器 (sensor ) 、 + 微處理器 (MCU) 等

通訊聯網Internet 、 ADSL 、 GSM 、 3G/4G 、衛星通信 …有線、無線、 WSN/VSN/BSN/OSN/ESN 、 IPv6 等

應用軟體GPS 導航、遠端監控…感測軟體 / 監控軟體 / 互動軟體 … + 中間軟體 + 加值應用

取自：劉一強博士

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RFID: radio frequency identification

A short-range radio frequency communication technology for remotely storing and retrieving data using devices called RFID tags and RFID readers

RFID ApplicationsTracking and identifying peopleTracking vehicles and commutersTracking animalsTracking assetsTracking product inventory

electronic product code (EPC)A product identification standard that specifies the manufacturer, producer, version, and serial number of each (product) item

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NFC: Near Field Communications

近距離無線通訊NFC 技術是由免接觸式射頻識別（ RFID ）以及互連技術的整合演變而來有三個主要功能

Card mode作為 RFID Tag

Reader mode作為 RFID Reader

Peer to peer Communications設備間近距離通訊

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Sensor Networks and Smart Items

Sensor networkA collection of nodes, sometimes as small as millimeters in length or diameter, capable of environmental sensing, local computation, and communication with its peers or with other higher performance nodes

Sensor Networking Standards

Smart Applications

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不同層次的應用

被動辨識，但狀態可能被更新如：貨品的 RFID 、 NFC 、動物的辨識

被動辨識、主動感知、環境監測 / 發佈信息

如：行車溫度監測、 Smart Phone

主動設備、遠端控制、自動控制如：鎖頭、監視器、冷氣溫控

中央大學。范錚強 45Gubbi et al. (The University of Melbourne, June 29, 2012)

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國際狀況

眾多的單獨技術發展，大多數並不以 IoT 之名進行

物流的貨況追蹤和辨識車輛、人員的追蹤、調度和辨識支付（ NFC, QR Code 等）遠端監控：電梯

非 IoT 設備RFID, Smart Phone, NFC, NB, GPS, …

環境的整備IP 地址不足：導入 IPv6

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M-commerce 技術對「消費流程」之影響

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加值

資訊

選擇店家

選擇商品

下

單 支付融資

產權持有

消費資訊 消費決策 消費行動

圖Ａ1 商業模式支援之消費活動

消費/

使用

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M-commerce Security Issues

Worms capable of spreading through mobile phones

Open-air transmission of signals across multiple networks opens up new opportunities for compromising security

Mobile devices are easily lost or stolen

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Ethical, Legal, and Health Issues In

The isolation that mobile devices can impose on a workforce

Field service employees dispatched remotely visit “the office” only briefly at the start and end of each day, if at all

Not easy to separate work and personal life on a cell phone, unless one is willing to carry two phones or two PDAs

Health damage from cellular radio frequency emissions

Monitoring staff movements based on GPS-enabled devices or vehicles