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市場調查報告書
Lastminute.com 的行動商務策略分析
Analysis of lastminute.com's M-Commerce Strategy
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本報告已在2011年07月19日停止出版。
Abstract
This case study introduces lastminute.com, an e-commerce company that encourages its customers to do something last minute, offering deals on flights, holidays, hotels, gifts, restaurants and entertainment.
The company has worked to extend its presence beyond the fixed Internet into interactive TV and the mobile Internet. In this case study, we examine:
- The key differences between the e-commerce on the fixed and mobile Internet, and the implications for retailers, application providers and operators
- How customers perceive the effort and risk involved in m-commerce transactions
- The factors driving growth of lastminute.coms m-commerce channel
- The issues encountered in promoting customer adoption of the service
- Overcoming weaknesses through integration with existing systems
- Suggestions for operators to maximise the value of m-commerce through relationships with retailers, application providers and customers
Table of Contents
1. Overview
2. Introduction
- 2.1The Total Cost of Transaction Model
- 2.1.1 Effort
- 2.1.2 Expenditure
- 2.1.3 Risk
- 2.1.4 Threshold factors
- 2.1.5 Gratification or Fulfilment
- 2.1.6 Customer choice
- 2.2 Forecasting m-Commerce Success
- 2.3 Why lastminute.com?
3. lastminute.com Mobile Service
- 3.1 Overall Approach
- 3.2 The Fixed Line Internet Service - the Starting Point
- 3.3 The lastminute.com Mobile Service
- 3.4 Delivering lastminute.coms All Channel Strategy
- 3.5 Future Developments
- 3.6 Market Indications
4. Assessment of the Application
- 4.1 TCT Factors
- 4.1.1 Effort
- 4.1.2 Expenditure
- 4.1.3 Risk
- 4.1.4 Threshold Factors
- 4.2 Fulfilment
- 4.3 Choice
- 4.4 Overall Attractiveness
5. Conclusions
- 5.1 For lastminute.com
- 5.2 For Other Application Providers
- 5.3 For Network Operators
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