p1.l03 3 (75s)examples for mobile applications 2014-02-10

8/11/2019 P1.L03 3 (75s)Examples for Mobile Applications 2014-02-10

1/75

.

.

.

FAQ &

Examples for mobile Applications

Lecture 14

[Source:

T-Mo

bile

]

Mobile Business I (WS 2013/14)

Prof. Dr. Kai Rannenberg

Deutsche Telekom Chair of Mobile Business & Multilateral SecurityJohann Wolfgang Goethe University Frankfurt a. M.


2/75

.

.

.

Content of Written Exam

Relevant content for the Written Exam Content covered in Lectures, Exercises and Workshop

Balance between Knowledge questions and Transfer

questions

2


3/75

.

.

.

FAQ

Question 1

3

Will the exam be provided in English or

German?

Each question will be available in English

and German. You can answer in English

or German. Whatever suits you best.


4/75

.

.

.

FAQ

Question 2

4

Exercise 1 c) asks where parts of the IT

value chain are reflected in the mobile

value chain?

OS -> Users equipment

Network infrastructure > Network Equipment

Network Operation -> Network operation

Network Services -> Value added Servies

Application /Content -> Application / Content


5/75

.

.

.

FAQ

Question 3

5

It is not clear for what, or whom the different value

chains stand for. Lecture 6 describes the value chain

for the network operator, but to whom can the other

value chains be allocated? (Traditional value chain of

mobile service delivery, Classic mobile valuechain, IT-world-value chain)

Traditional value chain of mobile service delivery is

the value chain for the network operatorClassic mobile value chain is the value chain for the

mobile industry (Equipment manufacturers & Telcos)

IT-world-value chain is the value chain for the

classic IT industry


6/75

.

.

.

Mobile Virtual Network Operators

Value Chain perspective

[PasseriniGagnonCakici2004] 6


7/75

.

.

.

Mobile equipment & IT

value chain

Users

EquipmentNetwork

Equipment

Network

Operation

Value

Added

Services

Appli-

cation/

ContentUser

Equipment Manufacturers(Apple, Samsung, Microsoft/Nokia,

Google/Motorola, Huawei, )

Telcos(Telekom, Vodafone, Telefnica)

GSM World

PC

Parts UserOSPC

Embedder

Network

Infra-structure

Network

Operation

Network

Services/Middleware

Appli-

cation/Content

IBM,

Infineon, ...MS, ... Dell, Cisco,...

Telekom

Vodafone

...

MS,

IBM,

...

MS,

SAP,

Telekom,

Google

...IT World (Based on: SAP) 7


8/75

.

.

.

FAQ

Question 4

8

Work Sheet 2, Exercise 1:Does context sensitivity mean, that a mobile

application is processing a user by making use of his

context information? Using the data about where he

is, who he is, what he is doing and at what time?

Yes.


9/75

.

.

.

FAQ

Question 5

9

Lecture 7, Slide 38:

In the extended classical BM, is the service proivder

replacing the content provider?

Yes. In the extended classical BM, the service provider

provides the service to the customer. In the classical

BM, the network operator provides the service to thecustomer and the content provider provides only the

content to the network operator.


10/75

.

.

.

FAQ

Question 6

10

Lecture 7, Slide 14 + 15:Why do app stores pay a transaction independent

commission to app providers (slide 15, 4th quadrant)?

Where is this reflected in the apple store example on

slide 14?


11/75

.

.

.

Revenue Models

Example: (Apple) App Store

[Wirtz2000]

App Store

App Store

customer

App provider

one bill,

one payment

Request for

In-App content

provides App

participation in sales

offering of

In-App content

11


12/75

.

.

.

Revenue Models

App Provider revenue model

12[Wirtz2000]

direct revenues indirect revenues

transaction dependent In-App sales In-App Advertising

transaction independentIn-App subscription

sales

Commission from

App Store


13/75

.

.

.

Specifics of the Mobile Economy

Context sensitivity(Detection and evaluation users environment information)

Local context(users current place / time)

Action context

(users current place / time combinedwith geo data)

Time context(users current time combined with time relevantinformation)

Interests specific context(local, action and time context combined with personaluser preferences)

Based on [ReicMeieFrem2002]


14/75

.

.

.

14

Motivation

M-Business and its related technologies offer manydifferent application fields, such as:

Location Based Services (LBS)

Mobile Ticketing

Mobile Financial Services

Mobile Shopping

Mobile Marketing

Mobile Entertainment

Mobile Messaging

Mobile Communities

How do theses services and applications look like?


15/75

.

.

.

Overview Examples for mobile

Applications


Overview on LBS

Examples for LBS Applications

Mobile Ticketing Mobile Financial Services

Mobile Shopping

Mobile Marketing Mobile Entertainment

Mobile Messaging

Mobile Communities 15


16/75

.

.

.


Applications


Overview on LBS



Mobile Shopping


Mobile Messaging



17/75

.

.

.

17


Introduction

What is a so-called Location BasedService (LBS)? Position information as a basis for an application.

In most cases a part of the mobile infrastructure.

Data communication is needed to provide theservice.

Focus on Location Based Services based onwireless data networks WLAN

GSM, UMTS, LTE

etc


18/75

.

.

.

18

Location Based Services

Purpose of LBS

Major purposes of LBS are provision of a useful service for the society

(e.g. in e-government) and/or

generate revenues (commercial providers, such as

mobile operators or service providers)

One needs:

technology basics

an application with a business model fulfilment of other requirements (business

relations, laws, )


19/75

.

.

.

19


Positioning Methods

Network external source of information aboutlocation User input

Satellites: (A-)GPS (USA), Galileo (EU)

Position senders (Radio, Infrared)

WLAN positioning Peer to Peer

Network internal source of information aboutlocation Cell-ID

Measuring characteristics of the radio signals, e.g. arrivaltime and ankle

Often the terminal is involved in the positioning: Terminal positioning (GPS, Galileo)

Hybrid positioning (A-GPS)


20/75


21/75

.

.

.


Business Relations

LBS require many relationships among involved parties

Mobile user

ProviderLBS

Identification

Localization

Payment

Localization

Communication

Payment

Radio network,

mobile radio

Service contract

Service provisionPayment

21


22/75

.

.

.

22


Business Relations

There may be different business relations: User pays provider and network operator

separately.

User solely pays via network operator; provider is

paid by the network operator.

Creation of location information may require

investments and operational costs for both user and

network operator.


23/75

.

.

.


Infrastructure

In special cases one can also think of other options

Stationary

communication

Peer to Peer

(P2P)23


24/75

.

.

.

24

Future Outlook on

Research & Teaching

Privacy protection with regard to LocationBased Services (LBS) and Identity managementin M-Business are examples for research topicsat our chair.

Privacy and Identity Management for Europe

(PRIME, www.prime-project.eu) Develop solutions to empower individuals to control

their privacy and manage their identities Trigger deployment of privacy-enhancing identity

management solutions.


25/75

.

.

.

25


Applications


Overview on LBS



Mobile Shopping

Mobile Marketing


Mobile Messaging

Mobile Communities


26/75

.

.

.

26


LBS Examples

LBS can be used for a variety ofapplications.

Examples are:

Navigation, using mobile devices Watching children (Child Watch)

Mobile Disaster Warning


27/75


28/75

.

.

.


inanny

28


29/75

.

.

.


inanny

29

L i B d S i


30/75

.

.

.


inanny safety zones

30


31/75


32/75

.

.

.


inanny

Children have GSM-GPSdevice.

Price: 129,-

Flat rate 9,99 /Month

9 cent/SMS

32


33/75

.

.

.


inanny

The marketing concept 33


34/75

.

.

.

Disaster management using LBS

The Challenge I

Animation provided by Vasily V. Titov, Associate Director, Tsunami Inundation Mapping Efforts (TIME), NOAA/PMEL - UW/JISAO, USA.

Tsunami in the Indian Ocean, December 200434


35/75

.

.

.

Disaster Control

The Challenge II

Several million humans live in areas regularlythreatened by disasters.

The Population increases in threatened

areas; concentration in large cities or at

populated coastlines.

Civil protection authorities have to manage

small area disasters as well as large-scale

disasters. With location based warnings the population

of specified regions can be alerted in case of

disasters. [FritscSchern2005]35


36/75

.

.

.

Disaster Control

The Approach

[FritscSchern2005] 36


37/75

.

.

.

Disaster Control

The Approach

Disaster manager operates location awaredisaster warning system.

Mobile networks deliver position of mobilephones within the disaster area to the disastermanager.

Disaster manager issues context-dependentwarnings to mobile phones.

Specialists (medics, fire fighters, etc.) canpre-register and be identified by their role for

special notifications The Population can register relatives or

property for individual notifications.

Based on [FritscSchern2005]37

Example Disaster Control


38/75

.

.

.


KATWARN

Germany

Registered persons get alert messages via shortmessaging and e-mail from the control centreof the fire department and the rescue service.

Currently: free of charge

Participating regions/cities: Bad Homburg,Frankfurt am Main, Hamburg, Ostfriesland

Challenge: to warn even when Infrastructure is damaged/overloaded

most mobile phones are switched off (e.g. at night)

Based on [Fraunhofer2011]

38



39/75

.

.

.


PLAN - Personal Localized Alerting Network

USA

Public Warning System in the US usinggeographically-targeted alert messages formobile phones

Messages get a delivery priority to ensureoperational efficiency.

Special ring tone for the alert messages

AT&T, Sprint, T-Mobile, Verizon, and othersparticipate.

Based on [Zeit2011]

39



40/75

.

.

.


Area Mail Disaster Information Service

Japan

Allows to receive geographically-targeted earthquake early warnings and

evacuation information

Special ring tone

Provider: NTT docomo Free of charge

Based on [NTTdocomo2013]

40


41/75

.

.

.

41

Disaster Control

The Approach

The use of wireless networks in disasterwarning has many advantages:

Location-independence

Location based warning Warnings possible in the phone owners

language

Battery-powered phones survive some time

after an incident, so can the networks.

[FritscSchern2005]


42/75

.

..

42

Disaster Control and

Multilateral Security

Configurability What is the reason to be informed?

Who is informed?

Who belongs to my trusted third party?

Technical Data Protection

Cryptographic protection in normal mode (Horror scenario: 50.000location data queries per year from the police due to Gefahr imVerzug, G10-Law)

Emergency mode

Override the settings of a victim under controlled terms andconditions (state of emergency etc.)

Observation mode How many mobile phones do still /not anymore move in the

disaster area?

Is it allowed to reveal their identity offhand?

O i l f bil


43/75

.

..


Applications


Overview on LBS



Mobile Shopping


Mobile Messaging


M bil Ti k i


44/75

.

..

Mobile Ticketing

Introduction

Mobile Ticketing is not new prototypes were introduced in 2002

Purchase tickets (publictransportation, parking tickets, etc.)by using a mobile device.

Examples: Frankfurt (RMV, VGF)

myHandyTicket

Deutsche Bahn Tickets

[Source:

RMV2007]

44

M bil Ti k ti


45/75

.

..

Mobile Ticketing

Technologies

There are different waysto issue a ticket: SMS-based, containing an ID

code

MMS-based, containing abarcode/mobile tag

Special mobile devices,offering an interface foraccessing the digital ticket

directly (e.g. by Near-FieldCommunication (NFC) orRFID)

Barcode/MobileTag

Your ticketnumber is:#1223!3ADR

NFC enabled

device and

reader

M bil Ti k ti


46/75

.

..

Mobile Ticketing

Example: RMV-HandyTicket

Available since 2006

Works on all mobile devices supporting Java.

Payment via credit card or bank transfer

How does it work? Customers create an account at www.rmv.de,

setting up a PIN for their transactions.

Download the RMV smartphone app Then log-in and buy tickets

Tickets are stored on the device.

[RheinMainVer2013]

[Source:

RMV2013]

46

M bil Ti k ti


47/75

.

..

Mobile Ticketing

Example: IRCTC SMS ticket

SMS-based ticketing system User needs to create an account at IRCTC website (bank account,

etc.)

How does it work (Indian railway): Customers sends an SMS to a toll-free number with their booking

details.

Customers receive an SMS with the transaction details. Customers send an SMS for the payment of the ticket.

The ticket is sent as SMS with a confirmation code.

[IRCTC2013]

47

Mobile Ticketing


48/75

.

..

Mobile Ticketing

Example: Bahn Handy-Ticket

Internet/MMS-based ticketing system

The creation of an account/sign-up in theInternet is needed before.

How does it work? Customers access mobile.bahn.de, using their

mobile device. Here, they can book a train connection or place

a reservation.

After the customer is authenticated by a PIN, theticket is sent via MMS as barcode or is displayedin the smartphone app.

[Source:

Deu

tsc

he

Ba

hn

2013]

48

O i E l f bil


49/75

.

..


Applications


Overview on LBS



Mobile Shopping


Mobile Messaging


M Payment


50/75

.

..

M-Payment

Introduction

M-Payment is not a new (additional) means of payment, but is usingexisting mobile devices.

It is often argued that mobile payment services provide

several advantages to customers such as:

Mobility properties enable the efficient utilisation of travel and waitingtime.

Increased comfort & user friendliness through the independence towardstime and place (particular due to the fact that there are less and lessbranches).

In conjunction with personalised offers, spontaneous, time-independentshopping & payment is enabled.

Enhanced security with regard to payment transactions in the online- &offline-world.

50

Value Added:


51/75

.

..

Value Added:

The Customers perspective

But: are these advantages obvious to customers?

And: How do these advantages relate to

traditional means of payment?

51

M Payment


52/75

.

..

M-Payment

Example: Soda vending machines

Isis mobile wallet app works with special soft-drink vendingmachines

Payment via using NFC and the app on the smartphone: Customer holds smartphone to a reader.

The requested drink will be dispensed from the machine.

Charging via method chosen in the smartphone app

2013Coca

Co

la

[CocaColaComp2013]

52


53/75

.

..

Mobile Banking & Brokerage

Allows the customers to: Access general account information

Transfer money

Access & manage stock depot

(buy/sell stocks, etc.)

Prerequisites:

Smartphone and banking app

Subscription for the mobile service Access credentials (mobile

PIN/mTAN)

[Source: Heartland Bank]

53


54/75

.

..

A South African view

54

With a few taps of a

cellphone, poor South

Africans -- who would

not normally have

banking accounts -- arenow able to deposit

and withdraw money

with the help of

roadside shopkeepers.



55/75

.

..


Applications


Overview on LBS


Mobile Ticketing


Mobile Shopping


Mobile Messaging


Mobile Shopping


56/75

.

.

.

Mobile Shopping

Introduction

Mobile shopping describes the actions beingtaken to purchase goods and services using a

mobile device.

Currently, there are two different applications

for mobile shopping:

Mobile Internet shopping

Price comparison platforms for products

56

Mobile Shopping


57/75

.

.

.

Mobile Shopping

Example: Otto

The retailer Otto offers amobile shopping solution: Accessible via the Otto

smartphone app

Full access to all articlesbeing sold by amazon

Direct ordering of articles

On demand price comparison

possible

2013Otto

57

Mobile Shopping


58/75

.

.

.

Mobile Shopping

Example: Price Comparison

Find the nearest gas station

Use price data from

Community-based service Regulators cartel office

(Markttransparenzstelle Kraftstoffe (MTS-K))

58



59/75

.

.

.


Applications


Overview on LBS


Mobile Ticketing


Mobile Shopping


Mobile Messaging

Mobile Communities59

Mobile Marketing


60/75

.

.

.

Mobile Marketing

CRM Systems

Mobile CRM (mCRM) services nurture customer relationships

acquire or maintaining customers

support marketing, sales or service processes

use wireless networks as the medium of delivery

to the customer. (Camponovo et al., 2005)

Sales representatives, e.g. insurance agents,bank employees and other field staff, can

access customer data during on-site

consultations.

60

Mobile Marketing


61/75

.

.

.

Mobile Marketing

eCouponing

Example: PAYBACK Mobil

eCoupons for every smartphone

Finds PAYBACK partners at the

current location or at any other

location

Overview of existing eCoupons

per store

Displays current bonus points andtransaction history

News channel for special offers

61

[Payback2013]



62/75

.

.

.


Applications


Overview on LBS


Mobile Ticketing


Mobile Shopping


Mobile Messaging

Mobile Communities62

M bil E i


63/75

.

.

.


Mobile entertainment includes all mobile services that offercontents via a ubiquitous infrastructure (e.g. mobile devices), and

solely for the purpose of entertainment.

Currently, the following mobile entertainment services exist:

Mobile Audio (music, ring-tones, etc.) Mobile Gaming

Mobile Logos

Mobile Video (video clips, Mobile TV)

Location Based Services (LBS) with areference to entertainment

[Source:

Lego

]

63



64/75

.

.

.

64


Applications


Overview on LBS


Mobile Ticketing


Mobile Shopping


Mobile Messaging

Mobile Communities

Mobile Messaging


65/75

.

.

.

65

Mobile Messaging

Example: WhatsApp

Cross-platform mobilemessaging Accessible for iPhone,

BlackBerry, Android, andNokia Symbian60.

Sends text, video, images,audio for free.

Includes push notification andgroup chat.

2013Wha

tsApp


66/75

Mobile Communities


67/75

.

.

.

Definition

Definition of Mobile Community:

A mobile community is a group of people generally

united by shared interests or goals who interact: considering their context (e.g. time, space, social),

by means of location-independent information technology,

and also including mobile access to existing community

infrastructures.

67

Mobile Communities


68/75

.

.

.

68

Mobile Communities

Example: Facebook

Optional status reportsvia short message

Additional function:

uploading picturesdirectly to the profile

819 million active usersof the mobile appaccording to Facebook

2013Face

boo

k

[Facebook2013a; Facebook2013b]

Mobile Communities


69/75

.

.

.

69

Example: Foursquare

Users recommend places toeach other.

Users collect points andbadges by checking-in to

places. Users get special offers from

participating companies.

40 million users

3 million check-ins per day

More than 1,5 millioncompanies involved

2013Foursquare

[Foursquare2013]

Mobile Communities


70/75

.

.

.

70

Example: Foursquare

2010Foursquare

Mobile Communities


71/75

.

.

.

Example: Loopt

71

Mobile Communities


72/75

.

.

.

Example: Dr Math

72

Internet

Scholars

SMPP Mxit

Tutors

Helping kids with mathematics

http://drmath.meraka.csir.co.za/drmath

Mobile Community


73/75

.

.

.

Privacy Issues and Privacy Concepts

Importance of context information, e.g.location information

Participating users leave privateinformation traces

Providers of community services need to handle trust and privacy

meet the participantsneeds

comply with regulation.

Infrastructure needs to be opened formarketing activities.

www.picos-project.eu

73

Literature


74/75

.

.

.

Literature

[Bahn2013] Hand-Ticket der Bahn (2013), www.bahn.de/handy-ticket,accessed 2013-10-29

[CocaColaComp2013] The Coca-Cola Company (2007), www.thecoca-colacompany.com, accessed 2013-10-23.

[Facebook2013a] Facebook (2013a),http://www.facebook.com/mobile/, accessed 2013-10-29.

[Facebook2013b] Facebook (2013b),http://investor.fb.com/releasedetail.cfm?ReleaseID=780093, accessed2013-10-29.

[Foursquare2013] Foursquare (2013),https://de.foursquare.com/about, accessed 2013-10-29

[Fraunhofer2011] Fraunhofer-Institut fr Software- und SystemtechnikISST (2011),http://www.fokus.fraunhofer.de/de/espri/ueber_uns/anwendung/katwarn-app/index.html /, accessed 2013-10-21.

74

Literature


75/75

Literature

[FritscSchern2005] Fritsch, L. and Scherner, T.:A MultilaterallySecure, Privacy-Friendly Location-based Service for DisasterManagement and Civil Protection, Proceedings of the 2005 AMCIS,Omaha, USA, 2005.

[IRCTC2013] IRCTC (2013), https://www.irctc.co.in/BBPO_139.htm,accessed 2013-10-29.

[NTTdocomo2013] NTT docomo (2013),http://www.nttdocomo.co.jp/english/, accessed 2013-10-29.

[Payback2013] PAYBACK Mobil,http://www.payback.de/pb/id/227678/, accessed 2013-10-28

[RheinMainVer2013] Rhein-Main-Verkehrsverbund (RMV)(2010),

www.rmv.de, accessed 2013-10-29. [Zeit2011] Zeit online (2011),

http://www.zeit.de/politik/ausland/2011-05/usa-terrorwarnung-sms,accessed 2013-10-28.

p1.l03 3 (75s)examples for mobile applications 2014-02-10

Documents