Business Model of Mobile Service for Ensuring Students’ Safety both in Disaster and non-Disaster...

ENTER 2014 Research Track Slide Number 1

Business Model of Mobile Service for Ensuring Students’ Safety both in Disaster and non-Disaster

Situations during School Trips

Hidekazu Kasahara, Mikihiko Mori, Masayuki Mukunoki, and Michihiko Minoh

Graduate School of Informatics, Kyoto University, Kyoto, JapanAcademic Center for Computing and Media Studies,

Kyoto University, Kyoto, Japan


Agenda• Introduction : What’s School Trip?

• Problem : Business Model

• Previous Research

• Method : How to Establish New Business?– Revenue Model 　

– Academic-Industrial Alliance

– Data Management Policy

• Conclusion


What’s school trip?School trip is one of the biggest group tours in Japan

• School trip is important for DMOs and travel agents• 10% of all stayed tourists in Kyoto 2012 is school trip

students

• The number of students who participated school trip in 2012 is 3.4 million

• Participation rate of students is high• 94.4% of junior high schools /75.5% of senior high schools

Unit : million


Teachers are responsible for students’ safety

Only Accidents and Incidents in the Non-disaster Situation

Lost, hurt, illness, quarrelCheck-point, taxi, patrol

SchoolmasterEscort-teacher

Student groups

Source : JGSDF

No Way to Ensure Safety in Disaster Situation

Group leader


Previous Research


Escort-teachers

Field HQ (HOTEL)

School staff

School(Home)

School master

Real-time monitoring

Current position

Smartphone(Group leader carries)

Trajectory

Tablet/PC

- GPS & Wi-Fi positioning

Overview of safety ensuring systemETSS (Educational Tour Support System)

Student groups

Information Sharing among All Related PersonsInformation Sharing among All Related Persons

Group Leader(Student. Trained before trip.)

- Mail & VoiceSafety ensuring

No NavigationFor education

SystemSystem

Tablet


Demonstration movie


Problems for realizing ETSSNon-technical issues are bottleneck Non-technical issues are bottleneck

Solutions

Issues


Limited sales channel : Alliance

Alliance with a dominant agent makes channel to schools

Schools

Travel Agent

ETSS ProviderUniversity System Developer

Sales channel

Technical Advisory System Operation

School trip market is occupied by 2

dominant agents.Other players can

not access directly.

Alliance

Service provider

Sales representatives


Monetization : Revenue Model

ETSS bundling hardware

ChannelSchool

ETSS adopts “Software Bundle Model”ETSS adopts “Software Bundle Model”

ETSS Provider Travel Agent

• High ETSS price. Around 80USD for 1 terminal. Merit

TeachersGroups

“Application Distribution Model” is low performing“Application Distribution Model” is low performingUsage fee is free or cheap. Main revenue source is ad.

Demerit • Capital expenditure(CAPEX) for smartphones is necessary.


Monetization : Cost structure

System Development

Smartphones

Paid as Monthly OPEX

CAPEX Minimization & Use Governmental AidCAPEX Minimization & Use Governmental Aid

Employment Governmental Aid

Office & Delivery

CAPEX

OPEX

ASP at Usage Base

at Fixed Base

Own accounts


Collateral Issues : Seasonal Factor

• Number of school trips fluctuates according to the season.• Winter & summer is low season for school trip.• Loss money in winter & summer because of fixed phone fee.

Few revenue In 5 months

Winter & Summer is low season for ETSSWinter & Summer is low season for ETSS


Privacy : Data Management Policy

• Teachers’ Concern– Criminal risk such as stalking caused by privacy

information leakage• Data Management Policy

– Limited access authority to location data– Location data is deleted 1 month after using– Collaboration with University for making policy– Anonymous data can be used for research

Teachers concern students’ privacy issue


Technophobia : Highlight safety

• The student security is prior to privacy in school– Highlight students’ safety to teachers– Design as dedicated service for safety ensuring

• Even in non-disaster situation, ETSS can be used as a method for safety.– Teachers can immediately assist the student in case of

detecting students’ incidents in the experiment

New technology is hard to be introduced in schools


ETSS Test Launch• Test launch

– 5 Dec, 2013 in Kyoto• Media

– 5 national newspapers– Many local papers

• Official launch– April, 2014

• Collaboration with community– Kyoto City– Data sharing in case of

disaster


Conclusion

• We have proposed a tourism information service named ETSS and its business model.

• Although ETSS combines existing components, the implemented service has become an unique and useful service for school trip safety.

• We have designed new business model for realizing tourist safety ensuring service.

• The core idea of the business model is 1) revenue model, 2)industrial-academic alliance, 3) privacy data management, 4) highlight students’ safety.


GPS dataDate&Time Latitude Longitude

Accuracy

ProviderBatteryLevel

2013/12/13 8:1634.6669399

7135.496079

90GPS 86

2013/12/13 8:1634.6688443

4135.496915

937GPS 86

2013/12/13 8:1634.6691564

8135.496717

752GPS 86

2013/12/13 8:1634.6690806

4135.496712

357GPS 86

2013/12/13 8:1634.6690087

6135.496852

347GPS 86

2013/12/13 8:16 34.6692168135.496244

148GPS 86

2013/12/13 8:16 34.668968 135.496233 52GPS 86

2013/12/13 8:1634.6688013

1135.496307

152GPS 86

2013/12/13 8:1634.6686870

4135.496349

749GPS 86

2013/12/13 8:1634.6682718

2135.496388

547GPS 86

2013/12/13 8:1634.6678941

8135.496262

835GPS 86

2013/12/13 8:1634.6677708

9135.496231

632GPS 86

2013/12/13 8:1734.6676422

4135.496183

726GPS 86

2013/12/13 8:1734.6675057

7135.496139

221GPS 86

2013/12/13 8:1734.6674372

3135.49611 21GPS 86

2013/12/13 8:1734.6673909

9135.496083 20GPS 86

2013/12/13 8:1734.6673184

1135.496046

119GPS 86

2013/12/13 8:1734.6672981

7135.496032

619GPS 86

2013/12/13 8:17 34.6673011135.496028

618GPS 86

2013/12/13 8:1734.6673185

7135.496029

618GPS 86

2013/12/13 8:1734.6673260

2135.496025

918GPS 86

2013/12/13 8:1734.6673276

7135.496023

715GPS 86

2013/12/13 8:1734.6673283

7135.496019

314GPS 86

2013/12/13 8:1734.6673255

3135.496015 14GPS 86

2013/12/13 8:1734.6673221

1135.496009

614GPS 86

2013/12/13 8:1734.6673224

3135.496002

914GPS 86

2013/12/13 8:1734.6673249

7135.495999

814GPS 86

2013/12/13 8:1734.6673302

9135.495997

314GPS 86

2013/12/13 8:1734.6673421

7135.495996

114GPS 86


Trajectory Analysis


Final slide


Evacuation mapNetwork DisconnectedNetwork Connected


Safety ensuring by mail

No ProblemInjured

Illness

Stray

Lost MatterLate

Other

Mr. A lost his way in Ginkaku-ji

Send Mail

Title : SafetyConfirmation

Are you all right?Tell me your status.

No Problem

In Trouble

Safety Confirm Status Report

In case of trouble


Service requirements

•Dual use both in non-disaster and disaster•Students’ Positional information•Direct communication•No criminal risk

Education Tour Support Service (ETSS)

ETSS is designed for student’s safety ensuring.ETSS is designed for student’s safety ensuring.

Requirements

•Visualization of trajectories and evacuation•GPS & Wi-Fi real-time monitoring•Voice & broadcast mail •Contents control Function


Conclusion 1: Novelty of ETSS

Prepared for disaster situation•Information sharing among all teachers.

– Position and safety•Evacuation map can be used in case of the wireless network disconnection

– Offline-map is incrementally downloaded during usual operation

•Direct communication are prepared– Broadcast mail and IP phone

Criminal Risk Management•Existing SNS services have criminal risk

– Students may be victims of crime


Conclusion 2: User evaluation


Juvenile victims of crime

Number of victims increased.

Source: NPA


Experiments & results

• ETSS was accepted as a method for ensuring safety and increasing autonomy.

• ETSS changed behaviors in problems: After detecting problems, teachers can immediately assist students.

• Disaster test : Evacuation map and mail/VoIP were verified for emergency.

# Date School Groups Interview Paper

1 June 3, 2012 1 Junior high school 7

Yes No2 July 7, 2012 2 Junior high schools 4

3 November 12, 2012 1 Senior high school 6

4 December 14, 2012 1 Senior high school 7

5 April 11, 2013 1 Junior high school 5No Yes

6 May 29–June 8, 2013 6 Junior high schools 193

12 schools. 222 groups. From 8 AM to 5 PM. Leaders and teachers.


Experiments list

# Date School Groups Interview Paper

1 June 3, 2012 1 Junior high school 7

Yes No2 July 7, 2012 2 Junior high schools 4

3 November 12, 2012 1 Senior high school 6

4 December 14, 2012 1 Senior high school 7

5 April 11, 2013 1 Junior high school 5No Yes

6 May 29–June 8, 2013 6 Junior high schools 193

7 July 26, 2013 44+2(knt) No No

8 September 24, 2013 18 No No

9 December 5-16, 2013 2 senior high schools2 junior high schools

1024921Total 182

No No

468


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