keynote address :“mobile commerce – vision and challenges”, at itpc 2003 nepal by prof. p....
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Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
P. Venkataram Protocol Engineering and Technology Unit, ECE Dept.
Indian Institute of ScienceBangalore, 560 012, INDIA
e-mail: [email protected]://pet.ece.iisc.ernet.in/pallapa/
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Organization of Talk
What 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
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Mobile commerce is a natural result of combining two strongly emerging trends: electronic commerce and pervasive computing.
Internet + Wireless + E-Business = M-Business Going online anywhere at anytime and using multiple devices New business opportunities
M-Commerce represents another wave of the e-commerce invasion that is changing the nature of business in the 21st century.
Exponential growth (keeps growing)
What is Mobile Commerce
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Fixed Vs Mobile Commerce
WAP ServerWAP Server Web ServerWeb Server
Check Bank
Balance
Check StockPrice
PurchaseStock
MultilingualContent
Database
CustomerDatabase
ProductDatabase
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Ubiquitous computingAnywhere, anytimeConvenient, instant connectivity
Very personalDevice owner has an exclusive access to the contents/servicesService providers know who the owner is
Varied users, usage contextsElementary school students, grandpas, grandmasLocation & context-sensitive applications and services
AmbidextrousWork & Play: Business purpose + Personal fun
People seem willing to pay for mobile services
Characteristics of M-Commerce
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Requirements for M-Commerce
Hardware technologies for ubiquitous computing
Software infrastructure for ubiquitous computing
Sensing and interaction with the physical world
Graceful integration of human users
Systems considerations, including scalability, security, and
privacy.
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Problems in M-Commerce
What distinctive requirements does mobile commerce impose on pervasive computing?
What properties should an underlying pervasive computing platform possess in order for mobile commerce applications to achieve good usability and wide acceptance?
How can the requirements raised by mobile commerce be met?
What are some possible approaches to addressing each of the requirements?
What system architectures and application models are appropriate for mobile commerce?
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Technological Challenges of M-Commerce
Usability( Consistent and
Reliable Interface)
Security( Peace of Mind)
PersonalizedServices
IntelligentServices
( Smart about you, your location )Pervasive &
Flexible Payment( Pay for any service
Using Mobile) ConsultationCapabilities
( Phone a Friend )
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Usability
Intelligent and Personalized Services It is useful to determine what the mobile industry considers a service (a set of functions offered to a user by an organization)
Personalized services have access to important user information
that enables them to tailor their operation to the needs of the served
user.
Examples include speed dialing using personal contact lists or
address book
Pervasive and Flexible Payment MechanismsIt may be possible to replace credit-cards and paper money by
making mobile phones act as electronic wallets.
User’s credit-card details may be stored on the phone or on the
user’s Subscriber Identity Module (SIM) card.
“Access Tokens” are assigned when subscribing to a service or
requesting to buy an item.
Technological Challenges of M-Commerce (cont’d)
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
SecurityAuthentication “is a property by which the correct identity of an
entity or party is established with a required assurance.”
Consultation CapabilitiesThe Session Initiation Protocol (SIP) should be the biggest enabler
of these kinds of services.These features should enable consultation sessions to be
established where a potential customer is taken through the features of a product by an expert using a multimedia presentation and/or a website. Computing Environment
Infantile: The area is in its infancy and needs lot of coordination between
the industries and institutions to bring out a common standard for resolving the issues of pervasive computing .
Technological Challenges of M-Commerce (cont’d)
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
User input (voice, text, gestures) ; Human computer interaction technology should be developed for
voice recognition, gesture recognition and natural language processing of the text.
Context aware systems: The smart devices software and hardware architectures should
be scalable, and secured to handle context aware operations, which
may involve communication between diverse users and components.IPv4: A bridging support should be developed for embedded devices to communicate through Internet.Anonymity: The devices should allow others devices to track its operation
and communicate among a group of components and users in a
secured manner.Ubiquity: The devices should be capable of ubiquitous computing.
Technological Challenges of M-Commerce (cont’d)
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Building Blocks of M-Commerce
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
User EquipmentA mobile phone or PDA acts as the user endpoint
Access NetworkTo provide authentication to validate a user’s attempt to consume
network resources
Service NetworkLinked to the Access Network, probably via secure Virtual Private
Network(VPN). The Service network provides personalized portals to many
services, including commerce.
Building Blocks of M-Commerce
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Wireless developmentFirst-generation wireless technology was the cellular phoneSecond generation wireless technology, which includes digital
cellular phones, is currently in use worldwideThird generation, or 3G technology will enable wireless devices to
send and receive data as much as seven times faster than a standard 56K modem (0.4M ~ 2Mbps)
Fourth generation, networks designed to uninterrupted high speed data transfer
Wireless devicesPersonal digital assistants (PDAs)Digital cellular phonesTwo-way pagers, laptops…
Enabling Technologies: Mobile Commerce
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Clear trend for the convergence of several mobile devices including intelligent home appliances
PDA phone: PDA + Cell phone
Phones with MP3 player, voice recorder, digital camera, GPS
Wireless control of refrigerator,TV, DVD through a cell phone
Enabling Technologies: Mobile Commerce (cont’d)
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Mobile Communications
GSM GSM (Global System for Mobile communication) is a digital mobile telephone
system that is widely used in Europe and other parts of the world. GSM uses a variation of
time division multiple access (TDMA).GPRSGeneral Packet Radio Services (GPRS) is a packet-based wireless
communication service in GSMCDMACDMA is a form of multiplexing, which allows numerous signals to occupy a
single transmission channel, optimizing the use of available bandwidth.
Mobile-IPMobile IP is an Internet Engineering Task Force (IETF) standard
communications protocol that is designed to allow mobile device users to move from one
network to another while maintaining their permanent IP address.
Enabling Technologies: Mobile Commerce (cont’d)
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Tools supporting development of Devices in Mobile Commerce
Object Technology is playing a major part in shaping pervasive computing paradigm.
Java, C++ and XML are often used for implementation at the server side, and in the meantime as well as on the pervasive device.
The Open Services Gateway initiative (OSGi) will play a key role in operating pervasive devices.
Hardware / Software Tools
Application-Specific Integrated Circuitry (ASIC)
Speech recognition
Gesture recognition System on a Chip (SoC)
Perceptive interfaces Smart matter
Field Programmable Logic Gates (FPLG) Flexible transistors
Micro Electro Mechanical Systems (MEMS). Reconfigurable
processors
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Banking
Financial services
Security services
Shopping
Advertising
Entertainment
Customer care
Information provision Adhoc auction, where a particular user advertises the availability of aparticular commodity, and invites bids.
M-Commerce benefits can be seen in :
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Applications of M-Commerce
Mobile FinancialApplications (B2C, B2B)
Banking, brokerage, and payments for mobile users
Mobile Advertising (B2C)Sending user specific and locationsensitive advertisements
Mobile InventoryManagement (B2C, B2B)
Location tracking of goods, boxes,People
Proactive ServiceManagement (B2C, B2B)
Transmission of informationrelated to aging components toVendors
Product Locating andShopping (B2C, B2B)
Locating/ordering certain itemsfrom a mobile device
Mobile Auction (B2C, B2B)Services for customers to buy/sellcertain items
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Applications of M-Commerce (Cont’d)
Mobile Booking and Ticketing(B2C, B2B)
Services allowing customers to book, tickets for travel, hotel and events
Mobile Marketing Research (B2C)
Obtaining instant feedback from customers
Mobile CRM, Customer Support(B2C, B2B)
Customer acquisition and retention byproviding truly personalized content
Mobile Entertainment Service(B2C)
VOD, MOD, gambling, interactive games and other services
Mobile Distance Education(B2C, B2B)
Taking classes, training courses using streaming video and audio
Wireless Business Re-engineering (B2C, B2B)
Information up/downloading by mobile users (e.g. adjusters in an insurancecompany.
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Ubiquitous interactivity
Personal device: always handy and available at all times on a person
User identity: The device carries its user identity; distinctly personal and the usage can be tracked down to an individual rather than households (e.g., PC)
Location aware
Easy to track down where the user physically is as long as the wireless device is on (using GPS)
Location aware Applications
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Vehicle tracking
Automatic Vehicle Location (AVL): Using GPS device installed in a vehicle, finds the location of a vehicle
Can be used for rapidly dispatching taxis, ambulances, police vehicles, trucks
Can be used for navigating and optimal routing in unfamiliar geographical areas or heavy traffic
Can also be used for tracking cargo, delivery, baggage, giving customers more accurate info
Location aware Applications (cont’d)
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Location aware Applications (cont’d)
Mobile GPS Unit Communication
NetworksBase Station
GPS Satellites
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Location based services using maps
GeocodingGeocoding
MappingMapping
RoutingRouting
ContentContent
Enhance Billing Personalized Portals Friend Finder Emergency Assistance Find nearest service
Find Location
Visualize
Directions
Intelligence
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
To be one of the most important components of mobile commerce
Other applications like
Mobile banking, trading, brokerage, money transfer
Easy identification and authentication both for restricted access
and for payment purposes
Small purchases such as vending through a wireless network
Mobile Applications in Finance
$ 200
Ok Clear
Options
PAID You have paid
$200Thank You
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
One of the most prominent area
Other applications likeVideo-on-demand (VOD), MP3, ring tone, horoscope, fortune-telling, interactive games, news etc.,
Required Technology
Mobile devices with multimedia capabilities
High bandwidth wireless networks
Video compression techniques
Continuous connectivity
Mobile services using Multimedia
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
A secure environment is required, with the establishment of a
system ofelectronic signatures.
The development and use of signature and authentication
products and services is still in its introductory stage
General security requirements to achieve interoperability
between entities involved in the mobile signature architecture
Middleware issues on the devices
Human Computing Interaction issues
Gateways and infrastructure issues
Location-based services
Transactions Model
Database management
QoS management
Research Issues in M-Commerce
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Pros and Cons of Mobile Commerce
E-CommerceE-Commerce M-CommerceM-Commerce
Desktop / PC Mobile Phone / PDA Greater Processing, multimedia and display capabilities of PCs Greater presentation facilities makes the PC more applicable to larger purchases
Online product browsing Personalized Advertising Convenience for a technologically aware user. Choice of many online stores for a wide range of items discount Notifications.
Location based advertising Greater Convenience Capture of buying impulses Alternative payment mechanism e.g. Phone Bill Supports new mobile services
Dialup hassles Less possibility of impulse spending
Distrust of technology, resistance to change Fears about security online transactions Bad design of many user interfaces Slow connections if broadband access not available
Smaller screen size can degrade user experience Small or immature input technologies Market may be less open than e-commerce market Tariffs are relatively high
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Pros and Cons of Mobile Commerce (cont’d)
User point of view
Advantages :
Anytime, anywhere access to commerce services;
Disadvantages :
Small size of mobile device screens and their relatively limited
multimedia Capabilities
Relatively high costs of mobile services/ Tariffs for data
transmission over public mobile networks
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Pros and Cons of Mobile Commerce (cont’d)
Network Operator point of view
Advantages :
Huge numbers of predicted users - 650 Million 3G wireless
users by 2010
Control users’ access service providers and service
providers’ access users.
Disadvantages :
Must increasingly ‘open up’ their network services and
information to external service providers if they are to provide a wide range of commerce services.
concerned about losing control of their networks and the
value that they generate.
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Pros and Cons of Mobile Commerce (cont’d)
Service Provider point of view
Advantages :
Information about user location means that advertisements
can be
location-aware
Completely new services can be created, statically or
dynamically, based on convergence of information standards and communications networks.
Disadvantages :
• Future mobile networks are likely to be more ‘closed’ than the
public internet as network operators seek to encourage and/or limit network users to choosing ‘preferred’ Service Providers.
Keynote Address :“Mobile Commerce – Vision and Challenges”, at ITPC 2003 Nepal by Prof. P. Venkataram IISc Bangalore INDIA
Conclusion
M-Commerce will be at least as successful as e-commerce if the underlying technology and standards accentuate the advantages and minimize the disadvantages.
The current specifications for 3rd Generation Mobile Networks and Services from the 3GPP provide a strong platform for M-Commerce
Consistent and pervasive access to services across varied wireless networking topologies will be a key factor in the success of mobile commerce.