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市場調查報告書 - 245721

電信業者的行動商務策略

Mobile Commerce Carrier Strategies

出版商 Mind Commerce Publishing LLC
出版日期 內容資訊 英文 223 Pages
價格
電信業者的行動商務策略 Mobile Commerce Carrier Strategies
出版日期: 2012年06月26日 內容資訊: 英文 223 Pages
簡介

本報告,針對電信業者的行動商務策略,分析行動商務的主要技術、系統、解決方案、應用及企業的分析、行動廣告/市場行銷與行動商務間的關係,包含基礎架構、應用、OSS整合及行動相關的合作決定等、支援電信業者的無線服務的重要分析・提案,由下列摘要形式闡述。

第1章 報告摘要

第2章 簡介

第3章 實現M商務應用的電信業者策略

  • 行動商務與定位服務的使用
  • 定位服務
  • 電信業者於定位商務的角色
  • 定位商務
  • LBS(定位服務)的將來
  • 定位商務的課題
  • 定位商務+社群商務=商務的成功
  • 定位商務應用與其課題
  • 定位商務市場額:2012年∼2017年
  • 定位商務上的行動電視
  • 行動廣告策略
  • 行動訊系廠商的成長
  • 行動訊息、行動搜尋的重要廣告工具
  • 特定的產業別市場上,本土化行動廣告促進主要業績
  • 嶄露頭角的行動行銷廠商
  • 不景氣下對行動企業的提案
  • 強化行動商務的行動影音廣告

第4章 行動商務對電信業者的威脅

  • Google行動商務的商業模式
  • 雲端運算與Google行動應用程式的變革
  • Google的商業模式與雲端策略
  • Google應用程式市場與行動應用程式
  • NFC付款vs.雲端型付款
  • 雲端的行動付款
  • Google Android於行動商務的影響
  • Android應用程式的分析
  • 市場概要
  • 將來的Android
  • 取代電信業者服務的Google行動商務應用程式
  • Google地圖
  • 社群商務的Google
  • Google於社群銷售・社群廣告的將來策略

第5章 行動商務市場

第6章 使用者對於新行動商務應用程式的接受

  • 最終使用者的預測
  • 網路電信業者及第三方供應商的預測

第7章 電信業者的行動商務策略

  • 行動銀行
  • 信用卡時代的結束與錢包的抬頭
  • 行動付款市場:2012年∼2017年
  • 複合策略

第8章 電信業者為擊敗替代行動商務解決方案供應商的策略

  • 雲端運算的規格
  • 雲端與行動商務市場的將來
  • 朝4G及LTE的轉換

圖表一覽表

目錄

Mobile Commerce is both an opportunity and a threat to carriers as many third parties seek to offer alternatives to network operator based offerings. Competitors include established players such as PayPal as well as many start-up companies. Incumbent operators face the threat of Google and other larger players that wish to dominate this large market opportunity.

In addition, carriers are faced with decisions regarding various technologies, solutions and approaches. There is also a need for careful consideration with respect to the cross-over between mobile advertising/marketing and mobile commerce. Carriers must therefore consider everything from Near Field Communications (NFC), 2D Bar Codes, Abbreviated Dialing Codes, Short Messaging and other customer interface approaches to mobile wallet, integration with financial institutions, debit versus credit, and more.

This research provides analysis of the major technologies, systems, solutions, applications and players. It also analyzes the relationship between mobile advertising/marketing and mobile commerce and answers the question why carriers cannot have one strategy in isolation from another. Carriers must have an integrated strategy to be successful as digital media, content, advertisements/marketing, applications, and commerce evolve to become increasingly mobilized. This research provides critical analysis and recommendations for wireless services to assist them in infrastructure, application, OSS integration, and partnering decisions associated with mobile commerce.

Table of Contents

1.0. EXECUTIVE SUMMARY

2.0. INTRODUCTION

  • 2.1.1. M-COMMERCE APPLICATIONS
  • 2.2. M-COMMERCE VALUE CHAIN
    • 2.2.1. THE MAIN PARTICIPANTS IN MOBILE COMMERCE
    • 2.2.2. (MOBILE SERVICE PROVIDER) STRATEGY FOR USER APPLICATION
  • 2.3. MOBILE COMMERCE SERVICE REVENUES VS CONVERGED SERVICES

3.0. TELECOMS STRATEGIES TO ENABLE M-COMMERCE APPLICATIONS

  • 3.1. USING LOCATION BASED SERVICES WITH MOBILE COMMERCE
  • 3.2. LOCATION BASED SERVICE
  • 3.3. THE ROLE OF TELECOMS IN LOCATION COMMERCE
    • 3.3.1. LOCATION BASED SERVICE GAMING
    • 3.3.2. LBS REGULATIONS
  • 3.4. LOCATION COMMERCE
    • 3.4.1. LOCATION SYSTEMS
    • 3.4.2. MAP SYSTEM
    • 3.4.3. CONCLUSION
  • 3.5. THE FUTURE OF THE LBS
  • 3.6. LOCATION COMMERCE CHALLENGES
    • 3.6.1. USERS PRIVACY IN LOCATION COMMERCE
    • 3.6.2. WHAT CAN BE DONE TO PROTECT USER PRIVACY IN LOCATION COMMERCE
    • 3.6.3. USING LOCATION COMMERCE AS OFFLINE APPLICATION TO INCREASE PROFIT
    • 3.6.4. LOCATION COMMERCE AND MOBILE BUSINESS APPLICATION
  • 3.7. LOCATION COMMERCE + SOCIAL COMMERCE = COMMERCE SUCCESS
  • 3.8. LOCATION COMMERCE APPLICATIONS AND ITS CHALLENGES
  • 3.9. LOCATION COMMERCE MARKET VALUE 2012-2017
    • 3.9.1. FACEBOOK AND LOCATION COMMERCE
    • 3.9.2. NEW LOCATION COMMERCE APPLICATIONS AND VENDORS
  • 3.10. MOBILE TV IN MOBILE COMMERCE
    • 3.10.1. MOBILE TV ECOSYSTEM
    • 3.10.2. THE OPERATORS ROLE
    • 3.10.3. HANDSET MANUFACTURERS ROLE
    • 3.10.4. SOFTWARE VENDORS ROLE
    • 3.10.5. CHARGING IN MOBILE TV
    • 3.10.6. SPECTRUM
    • 3.10.7. CONCLUSION
  • 3.11. MOBILE ADVERTISING STRATEGIES
  • 3.12. MOBILE MESSAGING VENDORS GROW UP
  • 3.13. MOBILE MESSAGING, MOBILE SEARCH CRITICAL ADVERTISING TOOL
  • 3.14. LOCALIZED MOBILE ADS DRIVE KEY SALES IN SPECIFIC VERTICALS
    • 3.14.1. MOBILE VIDEO AND APPS IS FASTEST GROWING CONTENT SECTOR
    • 3.14.2. ADVERTISING SPENDING GROWTH FORECASTS 2012 TO 2020
    • 3.14.3. EUROPEAN MOBILE MARKETING WILL GROW GRADUALLY
    • 3.14.4. EUROPE MOBILE MARKETING EFFORTS MATURE SLOWLY
    • 3.14.5. ASIA REMAINS MOBILE GLOBAL LEADER; U.S. LAGS
    • 3.14.6. GROWTH OF MOBILE MARKETING SPENDING FACES CHALLENGES
  • 3.15. MOBILE MARKETING VENDORS MAKE THEIR MARK
    • 3.15.1. SUPPLIERS PROVIDE DIVERSE SET OF OFFERINGS
    • 3.15.2. ADVERTISING NETWORKS VIE FOR LEADING BRAND CLIENTELE
    • 3.15.3. GLOBAL MARKET SPENDING TO REACH $54B BY 2020
  • 3.16. RECOMMENDATIONS FOR THE MOBILE MARKETER DURING AN ECONOMIC DOWNTURN
    • 3.16.1. IMMEDIATE MEASUREMENT OF SUCCESS ATTRACTS ADVERTISERS
  • 3.17. MOBILE VIDEO ADVERTISING TO ENHANCE MOBILE COMMERCE
    • 3.17.1. CASE STUDY: MOBILE VIDEO ADVERTISING AND MOBILE COMMERCE

4.0. THREATS TO THE TELECOMS IN MOBILE COMMERCE

  • 4.1. GOOGLE BUSINESS MODELS IN MOBILE COMMERCE
  • 4.2. CLOUD COMPUTING AND THE TRANSFORMATION OF GOOGLE MOBILE APPS
    • 4.2.1. GFS II
    • 4.2.2. BIGTABLE
    • 4.2.3. MAPREDUCE
    • 4.2.4. MEMCACHE
    • 4.2.5. APPENGINE
  • 4.3. GOOGLE BUSINESS MODEL AND CLOUD STRATEGY
    • 4.3.1. MARKET STRATEGY
  • 4.4. GOOGLE APPS MARKETPLACE AND MOBILE APPLICATIONS
    • 4.4.1. MOBILE COMMERCE IN GOOGLE CLOUDS
    • 4.4.2. ECONOMICS OF THE CLOUD AND ITS BENEFITS FOR GOOGLE
    • 4.4.3. SWOT ANALYSIS FOR GOOGLE CLOUD SERVICES
    • 4.4.4. GOOGLE MOBILE CLOUDS POTENTIALS IN THE MOBILE COMMERCE INDUSTRY
  • 4.5. NFC PAYMENT VS CLOUD-BASED PAYMENTS
  • 4.6. MOBILE PAYMENTS IN THE CLOUD
    • 4.6.1. MOBILE DEVICES IN THE CLOUD
    • 4.6.2. CLOUD-BASED MOBILE PAYMENT
    • 4.6.3. PAYPAL CLOUD BASED MOBILE PAYMENT
    • 4.6.4. THE FUTURE OF THE MOBILE PAYMENT: NFC OR CLOUD-BASED PAYMENTS?
    • 4.6.5. CONCLUSION
  • 4.7. GOOGLE ANDROID IMPACT ON MOBILE COMMERCE
  • 4.8. ANDROID APPLICATIONS ANALYSIS
    • 4.8.1. SWOT ANALYSIS FOR THE ANDROID OS
  • 4.9. MARKET OVERVIEW
    • 4.9.1. MARKET FORECAST
    • 4.9.2. MARKET SHARE
    • 4.9.3. MARKET ANALYSIS
    • 4.9.4. MARKET PREDICTIONS
    • 4.9.5. BUSINESS OPPORTUNITIES
    • 4.9.6. TRENDS IN MOBILE SOFTWARE DEVELOPMENT
    • 4.9.7. MOBILE CLOUD SOFTWARE DEVELOPMENTS
    • 4.9.8. APPLICATION BILLING
    • 4.9.9. HANDSET BUSINESS TRENDS
  • 4.10. ANDROID OS FUTURE
    • 4.10.1. ANDROID HARDWARE DEVELOPMENTS
    • 4.10.2. CONCLUSION
  • 4.11. GOOGLE MOBILE COMMERCE APPLICATION WHICH IS ALTERNATIVE TO THE TELECOMS SERVICES
  • 4.12. GOOGLE MAPS
    • 4.12.1. GOOGLE LATITUDE
  • 4.13. GOOGLE IN SOCIAL COMMERCE
    • 4.13.1. MOBILE COMMERCE AND SOCIAL SELLING THROUGH GOOGLE APPLICATIONS
    • 4.13.2. GOOGLE+ AND LOCATION SERVICES
    • 4.13.3. FACEBOOK SOCIAL SELLING VS GOOGLE+ SOCIAL SELLING
    • 4.13.4. SWOT ANALYSIS GOOGLE+ VS FACEBOOK IN MOBILE COMMERCE AND SOCIAL SELLING
  • 4.14. THE FUTURE OF GOOGLE STRATEGY IN SOCIAL SELLING AND SOCIAL ADVERTISING
    • 4.14.1. GOOGLE+ TO TAKE OVER FACEBOOK

5.0. MOBILE COMMERCE MARKET

6.0. USER ACCEPTANCE FOR NEW MOBILE COMMERCE APPLICATIONS

  • 6.1.1. THE END-USER PERSPECTIVE
  • 6.1.2. THE NETWORK OPERATOR AND THIRD PARTY PROVIDER PERSPECTIVE

7.0. CARRIERS STRATEGIES FOR MOBILE COMMERCE

  • 7.1. MOBILE BANKING
    • 7.1.1. M-BANKING EVOLUTION
    • 7.1.2. M-BANKING BENEFITS
    • 7.1.3. E-MARKETING AND M-BANKING
    • 7.1.4. M-BANKING CHALLENGES
    • 7.1.5. MANAGEMENT CHALLENGE
    • 7.1.6. INCREASED CUSTOMERS EXPECTATIONS
    • 7.1.7. SECURITY PROBLEMS
    • 7.1.8. TECHNOLOGICAL CHALLENGES
    • 7.1.9. SOLUTIONS
    • 7.1.10. NORDEA'S WAP SOLO MOBILE BANKING SERVICE
  • 7.2. THE END OF THE CREDIT CARD ERA AND THE RISE OF THE WALLET
    • 7.2.1. ISIS WALLET
    • 7.2.2. GOOGLE WALLET AND ITS SWOT ANALYSIS
    • 7.2.3. GOOGLE WALLET CHALLENGES AND HOW TO OVERCOME IT
    • 7.2.4. PAYPAL AND GOOGLE WALLET
    • 7.2.5. VISA WALLET AND ITS SWOT ANALYSIS
    • 7.2.6. SERVE BY AMERICAN EXPRESS E-WALLET AND ITS SWOT ANALYSIS
    • 7.2.7. GOOGLE WALLET VERSES ISIS WALLET
    • 7.2.8. COMPARISON BETWEEN CURRENT WALLET SYSTEMS
    • 7.2.9. ADVANTAGES OF THE M-PAYMENTS SYSTEMS
  • 7.3. MOBILE PAYMENTS MARKET 2012-2017
    • 7.3.1. CURRENT MARKET SEGMENT
    • 7.3.2. M BANKING INTERACTIONS
    • 7.3.3. MOBILE APPS FOR MULTIPLE PLATFORMS
    • 7.3.4. HTML 5
    • 7.3.5. CURRENT PLATFORMS
  • 7.4. HYBRID STRATEGY

8.0. TELECOMS STRATEGIES TO OVERCOME ALTERNATIVE MOBILE COMMERCE SOLUTIONS PROVIDERS

  • 8.1. USING CLOUD COMPUTING
    • 8.1.1. USING AMAZON CLOUD SERVICE WITH MOBILE COMMERCE
    • 8.1.2. DEPLOYING THE CLOUD SERVICE WITH MOBILE COMMERCE
    • 8.1.3. CLOUD FORMATION
    • 8.1.4. SALES FORCE CLOUD GOES MOBILE
  • 8.2. THE FUTURE OF THE MOBILE COMMERCE MARKETS WITH THE CLOUD
  • 8.3. THE TRANSITION TO 4G AND LTE
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