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Transcript of Mcommerce Keynote
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
P. VenkataramProtocol Engineering and Technology Unit, ECE Dept.
Indian Institute of ScienceBangalore, 560 012, INDIA
e-mail: [email protected]://pet.ece.iisc.ernet.in/pallapa/
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
Organization of TalkWhat is Mobile Commerce
Requirements of Mobile Commerce
Developments of Mobile Commerce
Challenges in Mobile Commerce
Some of the existing Applications of Mobile Commerce
Current Scenario
Research Activities
Conclusion
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
Mobile commerce is a natural result of combining two strongly emergingtrends: electronic commerce and ervasive com uting.
Internet + Wireless + E-Business = M-BusinessGoing online anywhere at anytime and using multi le devicesNew business o ortunities
M-Commerce re resents another wave of the e-commerce invasion that ischanging the nature of business in the 21st century.
Ex onential growth (kee s growing)
What is Mobile Commerce
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
Fixed Vs Mobile Commerce
WAP Server Web Server
CheckBank
Balance
CheckStockPrice
PurchaseStock
MultilingualContentDatabase
CustomerDatabase
ProductDatabase
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
U biquitous com utingAnywhere, anytimeConvenient, instant connectivity
Very ersonalevice owner has an exclusive access to the contents/services
Service roviders know who the owner isVaried users, usage contexts
Elementary school students, grand as, grandmasLocation & context-sensitive a lications and services
AmbidextrousWork & Play: Business ur ose + Personal fun
Peo le seem willing to ay for mobile services
Characteristics of M-Commerce
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
Requirements for M-Commerce
Hardware technologies for ubiquitous com uting
Software infrastructure for ubiquitous com uting
Sensing and interaction with the hysical worldGraceful integration of human users
Systems considerations, including scalability, security, and rivacy.
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
Technological Challenges of M-Commerce
Usability( Consistent andReliable Interface)
Security( Peace of Mind)
PersonalizedServices
IntelligentServices
( Smart about you,your location )Pervasive &
Flexible Payment( Pay for any service
Usin Mobile) ConsultationCapabilities
( Phone a Friend )
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
U sability
Intelligent and Personalized ServicesIt is useful to determine what the mobile industry considers a service ( a setof functions offered to a user by an organization)
Personalized services have access to im ortant user information thatenables them to tailor their o eration to the needs of the served user.Exam les include s eed dialing using ersonal contact lists or address book
Pervasive and Flexible Payment MechanismsIt may be ossible to re lace credit-cards and a er money by makingmobile hones act as electronic wallets.U sers credit-card details may be stored on the hone or on the usersSubscriber Identity Module (SIM) card.A ccess Tokens are assigned when subscribing to a service or requesting tobuy an item.
Technological Challenges of M-Commerce (contd)
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
SecurityAuthentication is a property by which the correct identity of an entity or
party is established with a required assurance.C onsultation C apabilities
The Session Initiation Protocol (SIP) should be the biggest enabler of thesekinds of services.These features should enable consultation sessions to be established wherea otential customer is taken through the features of a roduct by an ex ertusing a multimedia resentation and/or a website.
C omputing Environment
Infantile:The area is in its infancy and needs lot of coordination between theindustries and institutions to bring out a common standard for resolvingthe issues of ervasive com uting .
Technological Challenges of M-Commerce (contd)
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
U ser in ut (voice, text, gestures) ;Human com uter interaction technology should be develo ed for voicerecognition, gesture recognition and natural language rocessing of thetext.
Context aware systems:The smart devices software and hardware architectures should bescalable, and secured to handle context aware o erations, which mayinvolve communication between diverse users and com onents.
IPv4:A bridging su ort should be develo ed for embedded devices tocommunicate through Internet.
Anonymity:The devices should allow others devices to track its o eration andcommunicate among a grou of com onents and users in a securedmanner.
U biquity:The devices should be ca able of ubiquitous com uting.
Technological Challenges of M-Commerce (contd)
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
Building Blocks of M-Commerce
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
U ser EquipmentA mobile hone or P A acts as the user end oint
Access Network
To rovide authentication to validate a users attem t to consume networkresources
Service NetworkLinked to the Access Network, robably via secure Virtual Private Network(VPN).The Service network rovides ersonalized ortals to many services,including commerce.
Building Blocks of M-Commerce
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
Wireless develo mentF irst-generation wireless technology was the cellular honeSecond generation wireless technology, which includes digital cellular
hones, is currently in use worldwideThird generation, or 3G technology will enable wireless devices to send andreceive data as much as seven times faster than a standard 56K modem(0.4M ~ 2Mb s)F ourth generation, networks designed to uninterru ted high s eed datatransfer
Wireless devices
Personal digital assistants (P As)igital cellular hones
Two-way agers, la to s
Enabling Technologies: Mobile Commerce
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
Clear trend for the convergence of several mobile devices includingintelligent home a liances
P A hone: P A + Cell hone
Phones with MP3 layer, voice recorder, digital camera, GPS
Wireless control of refrigerator,TV, V through a cell hone
Enabling Technologies: Mobile Commerce (contd)
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
Mobile Communications
GSMGSM (Global System for Mobile communication) is a digital mobile tele hone system
that is widely used in Euro
e and other
arts of the world. GSM uses a variation oftime division multi le access (T MA).GPRSGeneral Packet Radio Services (GPRS) is a acket-based wireless communicationservice in GSMC MAC MA is a form of multi lexing, which allows numerous signals to occu y a singletransmission channel, o timizing the use of available bandwidth.Mobile-IPMobile IP is an Internet Engineering Task F orce (IET F ) standard communications
rotocol that is designed to allow mobile device users to move from one network toanother while maintaining their ermanent IP address.
Enabling Technologies: Mobile Commerce (contd)
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
Tools su orting develo ment of evices in Mobile Commerce
Object Technology is laying a major art in sha ing ervasive com utingaradigm.
Java, C++ and XML are often used for im lementation at the server side, andin the meantime as well as on the ervasive device.The O en Services Gateway initiative (OSGi) will lay a key role in o erating
ervasive devices.
Hardware / Software Tools
A lication-S ecific Integrated Circuitry (ASIC) S eech recognition
Gesture recognition System on a Chi (SoC)
Perce tive interfaces Smart matter
F ield Programmable Logic Gates ( F PLG) F lexible transistors
Micro lectro Mechanical Systems (M MS). econfigurable rocessors
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
BankingF inancial services
Security services
Sho ingAdvertising
Entertainment
Customer care
Information rovision
Adhoc auction, where a articular user advertises the availability of aarticular commodity, and invites bids.
M-Commerce benefits can be seen in :
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
A lications of M-CommerceMobile F inancialA lications (B2C, B2B)
Banking, brokerage, and ayments formobile users
Mobile Advertising (B2C)Sending user s ecific and locationsensitive advertisements
Mobile InventoryManagement (B2C, B2B)
Location tracking of goods, boxes,Peo le
Proactive ServiceManagement (B2C, B2B)
Transmission of informationrelated to aging com onents toVendors
Product Locating andSho ing (B2C, B2B)
Locating/ordering certain itemsfrom a mobile device
Mobile Auction (B2C, B2B)Services for customers to buy/sellcertain items
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
A lications of M-Commerce (Contd)Mobile Booking and Ticketing(B2C, B2B)
Services allowing customers to book,tickets for travel, hotel and events
Mobile Marketing Research (B2C)btaining instant feedback from
customers
Mobile CRM, Customer Su ort(B2C, B2B)
Customer acquisition and retention byroviding truly ersonalized content
Mobile Entertainment Service(B2C)
V , M , gambling, interactive gamesand other services
Mobile istance Education(B2C, B2B)
Taking classes, training courses usingstreaming video and audio
Wireless Business Re-engineering(B2C, B2B)
Information u /downloading by mobileusers (e.g. adjusters in an insurancecom any.
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
U biquitous interactivity
Personal device: always handy and available at all times on a ersonU ser identity: The device carries its user identity; distinctly ersonal andthe usage can be tracked down to an individual rather than households(e.g., PC)
Location aware
Easy to track down where the user hysically is as long as the wireless
device is on (using GPS)
Location aware A lications
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
Vehicle tracking
Automatic Vehicle Location (AVL): U sing GPS device installed in a vehicle,finds the location of a vehicleCan be used for ra idly dis atching taxis, ambulances, olice vehicles,trucksCan be used for navigating and o timal routing in unfamiliar geogra hicalareas or heavy trafficCan also be used for tracking cargo, delivery, baggage, giving customersmore accurate info
Location aware A lications (contd)
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
Location aware A lications (contd)
Mobile GPSU nit Communication
NetworksBase Station
GPS Satellites
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
Location based services using ma s
GeocodingGeocoding
Ma ingMa ing
RoutingRouting
ContentContent
Enhance BillingPersonalized PortalsF riend F inderEmergency AssistanceF ind nearest service
F indLocation
Visualize
irections
Intelligence
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
To be one of the most im ortant com onents of mobile commerce
Other a lications like
Mobile banking, trading, brokerage, money transfer
Easy identification and authentication both for restricted access andfor ayment ur osesSmall urchases such as vending through a wireless network
Mobile A lications inF
inance
$ 200
Ok Clear Options
PAID You have paid
$200Thank You
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
One of the most rominent area
Other a lications likeVideo-on-demand (VO ), MP3, ring tone, horosco e, fortune-telling,interactive games, news etc.,
Required TechnologyMobile devices with multimedia ca abilities
High bandwidth wireless networks
Video com ression techniques
Continuous connectivity
Mobile services using Multimedia
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
A secure environment is required, with the establishment of a system ofelectronic signatures.The develo ment and use of signature and authentication roducts andservices is still in its introductory stage
General security requirements to achieve intero erability betweenentities involved in the mobile signature architectureMiddleware issues on the devices
Human Com uting Interaction issues
Gateways and infrastructure issues
Location-based services
Transactions Model
atabase management
QoS management
Research Issues in M-Commerce
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
Pros and Cons of Mobile Commerce
E-CommerceE-Commerce M-CommerceM-Commerce
Desktop / PC Mobile Phone / PDAGreater Processing, multimediaand display capabilities of PCsGreater presentation facilitiesmakes the PC more applicableto larger purchases
Online product browsingPersonalized Ad ertisingCon enience for atechnologically aware user.Choice of many online storesfor a wide range of itemsdiscount Notifications.
Location based ad ertisingGreater Con enienceCapture of buying impulses
Alternati e payment mechanisme.g. Phone BillSupports new mobile ser ices
Dialup hasslesLess possibility of impulsespending
Distrust of technology, resistanceto changeFears about security onlinetransactionsBad design of many user interfacesSlow connections if broadbandaccess not a ailable
Smaller screen size can degradeuser experienceSmall or immature input technologiesMarket may be less open thane-commerce marketTariffs are relati ely high
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
Pros and Cons of Mobile Commerce (contd)
U ser point of view
Advantages :
Anytime, anywhere access to commerce services;isadvantages :
Small size of mobile device screens and their relatively limited
multimedia Ca abilities
Relatively high costs of mobile services/ Tariffs for data
transmission over ublic mobile networks
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
Pros and Cons of Mobile Commerce (contd)
Network Operator point of view
Advantages :
Huge numbers of redicted users - 650 Million 3G wireless users by2010
Control users access service providers and service providers
access users.
isadvantages :
Must increasingly o en u their network services and information toexternal service roviders if they are to rovide a wide range ofcommerce services.
concerned about losing control of their networks and the value thatthey generate.
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
Pros and Cons of Mobile Commerce (contd)
Service Provider point of view
Advantages :
Information about user location means that advertisements can belocation-aware
Com letely new services can be created, statically or dynamically,based on convergence of information standards and communicationsnetworks.
isadvantages :
F uture mobile networks are likely to be more closed than the ublicinternet as network o erators seek to encourage and/or limitnetwork users to choosing referred Service Providers.
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Keynote Address :Mobile Commerce Vision and Challenges, at ITPC 2003 Nepal by Prof. P. Venkatar
ConclusionM-Commerce will be at least as successful as e-commerce if the underlyingtechnology and standards accentuate the advantages and minimize thedisadvantages.
The current s ecifications for 3 rd Generation Mobile Networks and Servicesfrom the 3GPP rovide a strong latform for M-Commerce
Consistent and ervasive access to services across varied wireless networkingto ologies will be a key factor in the success of mobile commerce.