4g ecosystem: mobile value added or mobile commerce for the...

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

What is E-Money?

History and Definition.

Agenda 1

PrepaidCard

OnlineE-Money

PrepaidE-Money

CreditCard

Debit Card

PostpaidE-Payment

E-Money（Widely）

NII©2008HitoshiOkada

Coupon

PrepaidE-Money

PostpaidE-Payment

ＰＡＳＭＯ

Ｅｄｙ

ＩＣＯＣＡ

WAONnanaco

iD PiTaPa

©2008HitoshiOkada

Suica

Mobile

QUICPay Visa Touch

Distribution

Transport

E-Money （Private Railways）

Felica

Just Touch It.

Felica

Just Touch It.

Why E-Money, not Money?

Perfect Matching for Consumer Needs

Agenda 2

E-Money Marketing

At a Daily Store

Agenda 2-1

1st week 2nd week 3rd week 4th week

Loyalty ↑ ⇒ Discounted ↑

10,000--1%

1st week 2nd week 3rd week 4th week

Loyalty ↑↑↑ ⇒ Discounted ↑↑↑

--3%--3%

Why Mobile E-Money, not Smart Card

At a Shopping Centre

Agenda 2-2

enter look lunch buy leave

Consumer Changes Time after Time

I am soexciting

～

How about our lunch menu ?

Our Seasonal Recommend

Have a Dinner?

enter look lunch buy leave

I am soexciting

～

Enjoyshops

Good Taste

Favorite Shop

Persona

Category Targeting

Consumer Changes Time after Time

Consumers’ Acceptance

How people accept E-Money?

Agenda 3

©2010 Hitoshi Okada Japan

Innovators Early adopters Early majority Late majority Laggards

Reference: Rogers, M. Diffusion of Innovation 1995.

Innovators Early adopters Early majority Late majority Laggards

Entertainment Usability Profitability Public Policy

EcologicalSocial Welfare

Key Factors

Critical Success Factors of E-Money

Conclusion

Usable + Profit + Entertain + Public Policy

Key Success Factors

A Future of E-money

Thank you for your attention.

OKADA, Hitoshiokada@nii.ac.jp

National Institute of Informatics