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On-Off Integration Platforms: Trends and Strategy

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Kyoung Jun Lee
Kyoung Jun Lee

??? ?? ??? ????MIRW(Mobile Interaction with Real World) Blue Ocean?????Mobile Local U-Commerce -> Integration of Online and Offline Marketplace U-Media -> Media-Embedded Product and Place ??? ??? ????? ?? ?? Apple Passbook Google Amazon Local eBay X-Commerce ?? ?? Making Real World Media: LoveisTouch¡¯s Approach Remember Consumerization

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On-Off Integration Platforms: Trends and Strategy ??? ?? ??? ?? ??? ?? ?? Prof. Kyoung Jun Lee(Àȫ) School of Management, Kyung Hee University Director of BMER.net (bmer.net) Founder & CEO of LoveisTouch Inc. LoveisTouch.com
?? ?? ? ??? ?? ¨C ??? ??? MIRW(Mobile Interaction with Real World) ¨C Blue Ocean???? Mobile Local ¨C U-Commerce -> Integration of Online and Offline Marketplace ¨C U-Media -> Media-Embedded Product and Place ? ??? ??? ????? ?? ?? ¨C Apple Passbook ¨C Google ¨C Amazon Local ¨C eBay X-Commerce ? ?? ?? ¨C Making Real World Media: LoveisTouch¡¯s Approach ¨C Remember Consumerization
??? ?? ???? ?? ? ??? ??? MIRW(Mobile Interaction with Real World) - U-Commerce -> Integration of Online and Offline Marketplace - U-Media -> Media-Embedded Product and Place ¨C Blue Ocean???? Mobile Local ¨C Large Local? ?? Small Local? Networking?
?: ?? ????? ??? ??
Showrooming ? The practice of examining merchandise in a traditional brick and mortar retail store without purchasing it, but then shopping online to find a lower price for the same item. ? Online stores often offer lower prices than offline stores because they do not have the same overhead cost. Showrooming can be costly to retailers, not only in the loss of the sale, but also due to damage caused to the store's floor samples of a product. ? Many retailers have tried to compete with showroomers by slashing their own prices. Independent businesses, however, are advised to counter showrooming by adding value via included services and other tactics, such as making information and reviews more readily available to customers so that they might not choose to seek it out online. ? Some major retailers, such as Target, are attempting to combat showrooming by selling products exclusive to their stores. Walmart is allowing customers to avoid the shipping charges of online purchases by picking up the items in the stores.
?? ? ??? ???? Key Word ? Smart Mobile ¨C NCSoft -> Nexon -> ???, ??? ???? ¨C SMS & NateOn -> KakaoTalk, Line ¨C Cyworld -> KakaoStory, Facebook ¨C PC ??? ?? ? Platform ? PSY? iTunes?? 140? ???? Apple? 60? ??.. ? ???. ?? ?? ??? 21% ???, 30%(Apple, Google? App Market Platform?), 49%? ?? ???? ????? ? Open Business Model ? Clay Shirky (2008): Here Comes Everybody(??? ??? ???, 2008) ? ??? ??(Filter then Publish)?? ??? ???(Publish then Filter) ? Social
??? ? ?? ? Smart Phone? ??? ????(N-Screen) ¨C ??? ??? ???? ? ??? ??? ??? ? ?? ¨C Input/Output ??? ? PC?? ?? ??? ? ??? ??? ???. ?? ?? ??? ???? ?? ? ? ??. ? ??, ??, ???, ?? ? ??? ??? ??? ? ??. ¨C ?? ?? ? ??. ?? ? ? ??. ¨C ??? ?? ????? ??? ???? ? ?? ?? ???? BM? ??
???? ?? ?? ?? ?? ?? ? NFC Card Emulation Payment ¨C Crisis of VivoTech ¨C ?? ??? ¨C Google wallet goes cloud ¨C ISIS started services in Salt Lake City and Austin ? NFC Tag Payment ¨C PayByPhone: ??? ??? ? ?? ? Barcode/QR ?? ¨C ?? ??, ????? ?? => ??????? ?? ¨C LevelUp(thelevelup.com) ? ??? POS ¨C Square, ChargeAnywhere, GoPayment, SWIPE ? Passbook of Apple ? Imago(http://www.qsecure.com/) ? Digital Receipt: Proximiant
??? POS ???: Square Charg eAnywhere,GoPayment, SWIPE ? ???? ??? ? ?? ?? ?? ?? ? ? ?????? ??? ? ???? ??? ? ???? ??? ? ???? ? ?? ? ?????
???, QR ?? ??????
?? ?? ?? ??? ?? ?? ? ?? ?? ??? ?? ??? ?? ??? ??? ?? ? ??? ??? ????? ?? ??? ?? ???? ¨C ??? ??? ??? ?? ?? ??? ??. ¨C ???, ?? ??? ? ??? ?? ?? ???? ???. ? ?? ?? ??? ? ??? ?? ?? ??. ¨C ??? ??: ??? ???, ???? POS? ? ??(?? ? ??)? ??? ??? ???. ¨C ?: Passbook ? ????? ??? ?? ???? ??? ??. ¨C ?: PayByPhone ? ? ? ???? ??? ??? ????, ?? ?? ??? ? ???? ?? ?? ??.
A Definition of U-Commerce (Lee 2005) Defined as the commercial interaction ¨C among providers, consumers, products, and services , ¨C enabled and supported especially by ? (the real-world) seamless communication of each entity's (digital) information. ¨C The seamless communication is supported by the combination of 1. Automatic identification technologies (e.g. RFID, NFC, QR), 2. (wireless) Communication technologies (e.g. bluetooth, ZigBee), 3. Positioning services (e.g. GPS), and 4. Sensor network technologies. 12
NFC-Based Commerce (evolved from Definition of U-Commerce (Lee 2005)) Defined as the commercial interaction ¨C among providers, consumers, products, and services , ¨C enabled and supported especially by ? Seamless communication of each entity's (digital) information ? Using NFC technology. 13
NFC-Based Commerce Business Models ? U-Referral Marketing (Lee & Lee 2006) ? U-Comparison Shopping (Lee & Suh 2006) ? U-Payment & U-Receipt (Lee, Ju & Jeong 2006) ? U-Recommendation (Kim, Lee & Kim 2006) ? Tag Match Advertising(Lee, Lee, Jun 2007) ? Home Order by RFID(Lee, Kim, Oh 2008) ? U-Insurance(Lee & Oh 2008) 14
Three Core NFC-Based Commerce Models UbiComp 2008 Demo A Referrer Referral Marketing Product itself will become sales platform ! Referrer¡¯s product - A potential customer scans the NFC tag of a prior purchaser¡¯s product with a NFC phone - If the potential customer buys products, the prior purchaser gets a referral fee Comparison Shopping Tag-Match Advertising Touch & feel the product real world, and The AdSense in Ubiquitous Era ! buy it online ! - A consumer views the products in offline store, Tag-Match Advertising exposes proper ads and then, receive information about online retailers to users through ¡®Tag Match¡¯, a new - When consumer buys product online through process based on the information on users offline seller, offline sellers can receive incentives and the information and contents about from other retailers tags On-line Sellers Advertisers
Tag Match Advertising(Lee et al. 2007) Lap Top A1-4524 1. Basic Information 2. After Service Request 3. Price Comparison Related Products 1. Best Lap Top Briefcases 30 for Young Men¡± 2. Accessories 3. Similar Lap Tops
Definition of U-Media (Lee 2006) ? The media in ubiquitous environment not only takes advantage of human biological systems, but also the digital systems of human beings while conventional media appeals only to people¡¯s bio-systems. ? U-Media is defined as a media where human creates and consumes content through not only human cognitive and perceptual processes but also through the interactions between surrounding digital systems ? c.f. Marshall McLuhan ¨C Media are extensions of our senses into the public domain ¨C A medium is a technological or artificial extension of a bodily faculty. 17
Examples of U-Media ? NFC-Embedded Display (Lee & Yoon 2007): e.g. Taxi Cab ? NFC-enabled Exhibition (Lee & Jun 2007): ¨C NFC/ZigBee-Based(Lee & Jun 2009) ? NFC-Embedded Billboard (Lee & Lee 2007) ? NFC-Embedded Book (Lee & Park 2007) ¨C Open Business Model for Augmented Book Integrated with Mobile Phone (Park, Lee, & Casalegno 2010) ? U-Camera & U-Photo (Lee & Ju 2007): The camera that takes photographs of digital links as well as real world image 18
Exhibition Using NFC (Lee & Jun 2007) Docent Audio Guide IrDA NFC Time- Inaccuracy of Burden of Tag Ease of Use Input Burden Constrained Recognition Touch Store of Information No No Manual Store Automatic Store Possible within Possible to link Extension of Information Q & A Possible No the Database external Web Commerce Integration No No No Possible CRM No No Weak Strong LoveisTouch Inc. 19 Global No.1 NFC based Service Platformer
??? ?? ???? ?? ?? ? Mobile Local ¨C Mobile? ???? ??? ?? ??? ?? ?? ???? ??? activity ? Yelp, ??, ??? ?? ? Mobile Shopping ¨C ???? ???? ??? ??/??? ?? ?? ?? ?? ?? ?? ¨C Offline?? ??? ?????? ??? ???(Online)? ?? ?? ??? ??? ??, ???? ?? ?? ?? ???? ??, ?? ? ?? ?? ?? ¨C ???? ?? ?? ???? online/offline ??? ????? mix?? ???? ¨C Google Research ? ???? ??? 70%? Offline Shopping? ????? ????, ? ??? ??? ??? ??? ??? 53% ? Online?? ?? ? Offline?? ??(51%), Online?? ?? ?? ? Offline?? ?? ? ? ? Online?? ??(32%), Offline?? ?? ?? ? Online?? ??(17%) ? ÃÀ Forrester Research ??? ?? ¡®Online ??? ?? ??(Web- influenced retail)¡¯? ¡®Online ??¡¯? 5? ?? ???? ?? Retail ??? 50%? ??, ? ??? ?? ??. ÃÀ??? Online? ?? ?? 25,000? ????? ??(?? ??)? ????? ??
Apple ? Passbook ¨C ?? ??? ? ? UX? ?????? ???? ?? ?? ???(??, ?? ?)? ??? ? ??? ???? ??? ??? ?? ¨C ???? Card? Pass ??? ?? Store Cards(??? ??), Coupons(????, ??) ?? ??? ????? API? ?? ¨C ?? ??(LBS)? ???? ??(???) ????? ??? TPO? ?? Offline ?? ?? ?? ????? ?? ¨C ANA??, DELTA??, Starbucks ?? ??? ???? Passbook? ?? Pass ? ???, ? ??? ??? ?? ¨C ÈÕ?? ?? ????? Gurunavi? Passbook? ??? ??? ??, GPS ???? ?? ?? ?? iPhone?? ???? ???? ? Local Marketing? ??? ?? ? ? Apple iPad ??? POS system ¨C ??? ??? ??, ?? ??, ??? ? ??? ??? ?? CRM, ????, ??? ¨C POS system App? ?? Apple? ???? ?? ¨C Passbook ??? ?? ?????? ?? Pass? ???? ??? ? ??? API ?? ¨C POS system? ????? Apple ??? ??? ?????~?????? ??? ??? ?? ??? ?? ??? ?? ????. ? ???, ???, ??? (KT ???????), ??? ??? ????? ? ?? Monetization ?? ¡®??? ?? ???¡¯, KT DigiEco, 2012.
From POS to Tablet with Square?
eBay ¡®X-Commerce¡¯ ? Online? Offline? X(Cross)??? ??? ??? ???, ??? ??? ? ? ?????? ??? ??? ??? ????? ?? ?? ?? ? ??? M&A: ???? ?? ??? ???? Offline?? ???? ?? ???/??? ?? ????? ?? ??? ?? ??? ??? ?? ? Adobe system ??? Omniture, ??? ??? ????? ?? Kenshoo, ???? ???? ????? ?? Outright ?? ???? ?? ¨C X-Commerce? Business ??? ?? ebay? ????? ??? ???(???)?? ?? target?? ?? ???? ?? ? eBay CEO: ???? ???? ??? ? ??? ??? ??? ?? 15 ? ? ??? ?? 3??? ?? ? ?? ??? ? ?? ??? ??? ?: ? ???, ???, ??? (KT ???????), ??? ??? ????? ? ?? Monetization ?? ¡®??? ?? ???¡¯, KT DigiEco, 2012.
???? ??? X-commerce? Partnership (?? : Gigaom)
Google Same Day Delivery Service ? Google: 2012? 10? ÃÀ ?????? ???? ¡®???? ???¡¯ ?? ??? ?? ? ?? ????? ?????? ???? ??? ?? ?? ????? ???? PC ? ?????? ??? ??? ? ?? ?? ???? ??? ? Google ?? ?? ?? ??, ? ??? ???, Needs ?? ???? ??, ?? ? ?? ?? ???? ???, ????, ????? ???? matching?? ?? ?? ? Google ?????? ???(?? ?? ???, ??, ???)? ??? ???(?? ??? ??, ??? ??, ?? ?? ?? ?)? matching, ???? ???? ?? ??? ??? ??? ??? ? ??? ???? ???? ???? ??? ??? ? ?? ???? ?????? ??? ?? ??? ??? ??? ?? ? ? ?? ??. Search-Engine? Do-Engine??? ????, On/Off? ???? ?? ??? ??? ?? ? Google? ?? ??(Search), ??? ??(Google Play), ??? ?? ? ??? (Google Wallet, Checkout, Google Offers)? ??? ???? ??? ????? ? ??? ?? ??? ???? ????? ???? ?? ????~??~???? ???? ??? ???? ?? ???? ??? ??? ?? ? ???? 10?? ?? ????? ? ??? ???? ?????, ??? ???? ?? ???? ??? ?? ??? ???? ????? ?? ?? ???? ??? ? ??? ? ??? ???? ?? ??? ??? ??? ??? ??. ? ???, ???, ??? (KT ???????), ??? ??? ????? ? ?? Monetization ?? ¡®??? ?? ???¡¯, KT DigiEco, 2012.
Google Shopping: Product Listing Ads ? Google, 2012? ?? ??¡¤?? ?? ??? ??? Amazon? ??? ? Reuters? 2013? ?? ?? ??? Amazon? Google? ?? ??? ? ? ???? ??? ?? ¨C ?? ??? Kleiner Perkins Caufield & Byers? Chi-Hua Chien? "Amazon? ??? ? ?? ??? ????, Google? ?? ??? ??? ?? ??? ??? ??? ???"?, "? ?? ??? ??? ? ??? ??? ????? ??"??? ?? ? 2012? 5??? ???? ?? ???, ?? ??, ??? ?? ?? ?? ? ? ?? ?? ??? "Product Listing Ads"? ???? e-Commerce? ??? ??? ??? "Google Shopping" ???? ?? ? ? "Google Shopping"? ??? ?? Google ?? ??? ???? ???? ? ??? ?, ????? ??? ?? ?? ??? ???? ?? ??? ???? ?? ??? ???? ??? ?, ??? ?? ???? "Google Trusted Stores"? ?? ?? ??? ?? ???? ?? ? ??? ? ?? ?? ? Google? "Google Shopping"? ?? ???, ?? ?? ???? ??? Amazon? ???? ?? ??? ?? ? ???, ???, ??? (KT ???????), ??? ??? ????? ? ?? Monetization ?? ¡®??? ?? ???¡¯, KT DigiEco, 2012.
Amazon Local ? Amazon, Google? ?? ?? ??? ?? ?? ??? ??...???? ?? ?? ??? ?? ? Amazon? Google? ?? ?? ??? ?? ??? ??? ?? ??? ?? ? ¨C ?? Amazon? ?? ??? ?? 5? ?? ???? 380? ??? ??? 2011? ?? ? 96%? ?? ??? Google ?? ??? ?? ? Amazon? ???? ????? ?? ??? ??? ???? ?? ??? ???? "DSP(Demand Side Platforms)" ??? ?????? ?? ?? ??? ? "Google Shopping"? ?? Google? ?? ?? ??? ?? ??? ??? ?? ?? ¨C Amazon? ?? ?? ??? ??? ?? ?? ??? ??? ?? ??? e-Commerce ? ?? ??? ???? ?? ?? ??? ?? ? 2012? 3?? ?? ??? ???? 30%? Amazon.com? ?? ?? ??? ?? ???? ????? Forrester? ????? Amazon?? ???? ?? ¨C ?? ??Google? ??? ?? ??? ?? ?? ??? ?? ?? ???? ??? ? ?? ???? 13%? ?? ? ????(Daily deals) ???? ¡®Amazon Local¡¯? ?? ¨C ????? ???? ??? ?? ?? ????, ???? ??? ? ??? ?? ???? ??? ?? ?? ???? ???? ?? ???? Google? ?? ??? ???? ?? ?-Local? ???? ????? ??? ??? ?? ? ???, ???, ??? (KT ???????), ??? ??? ????? ? ?? Monetization ?? ¡®??? ?? ???¡¯, KT DigiEco, 2012.
???? ????? ?? ? ????(Concierge) : ?????? ???, ???? ??, ???? ?? ??? ??? ?? ???? ??? ?? IT ????? ???? ?? ? ??? ?? ?? ??, ??? ???? ¡®?? ?? ???¡¯? ???? ? ?? ?? ? Google Now? Google? ??? ¡®??? ?? ?? ???¡¯? ???, ?? ??, ??? ?? ? ???? ???? ?? ? ??? ??? ???? TPO? ?? ?? ? ?? ??? ???? ?? ??? ???? ???? ?? ? Apple? ??? Siri, Passbook ?? ?? ???? ???? ??? Google? ?? ? Siri? ?? ??? ????? ???? ?? ??? ??? ??? ??? ???? ?? ??? ???, Google Now? ??? ?? ??? ??? ??? ?? ????? ?? ? ???? ???? ?? ???? ??? ??? ???? ?? ??? ? ? ??? ??? ???. ?, Offline??? ???? ???? ? ? ?? ?? ??? Google Now ?? ???? ??, ????, ?? ?? ? Offline? ? ??? ?? ????? ? ? ??. ??? ??? ?? ?? ¡®???¡¯? ???? ???? ??? ????? ??? ??? ??. ? ???, ???, ??? (KT ???????), ??? ??? ????? ? ?? Monetization ?? ¡®??? ?? ???¡¯, KT DigiEco, 2012.
LoveisTouch¡¯s Approach Mission : Making Real World Media Provides a platform for mediarization of real space thus helps various economic entities efficiently create customer value and share profit. 29
The 1st Fine Art Exhibition Using NFC in Korea, powered by LoveisTouch At Seoul, Korea, Nov.2nd. 2011 Smart Service: ¡°Like¡±, Comment, Commer Service Statistics ce
Value proposition of NFC Gallery Tag Service Social marketing tool for off-line contents ¨C spread it worldwide by connecting SNS with NFC tags Sharing and Diffusion Lifeloging through SNS X X Exhibits spread worldwide by NFC & SNS 31
150-times effect by just one touch Total 927 Touches -> 150,000 impressions by SNS sharing Likes 102,544 150,000 Impressions in 927 Touches in Event Sharing 12,976 Facebook Comments 34,240
The National Museum of Korea Yongsan, Seoul, Oct 22. 2012. 10. 22~ ) People can get more information, hidden stories and relevant souvenirs or books about the exhibit simply by touching NFC tag. They can also share their feeling about the artwork through SNS network. 33
Mediarization of Real World 34
Commerce-Media Integration ? A key to profitable business model ? WWW as a Commerce-Media Integration ¨C Content Match (Content-Commerce): AdSense ¨C Key word Search (Content-Commerce): AdWords ? Place/People/Product become media. ¨C Media-Embedded Place ¨C Media-Embedded People ¨C Media-Embedded Product ? Commerce-Embedded Media ? Media becomes commerce platform
Web as the existing Commerce- Media Integrated Space ? The current world wide web shows the commerce-media integrated space by itself. ? The notion of the commerce-media integrated service space is coined from observing the commercial evolution of the World- Wide Web (WWW). ? WWW has been regarded as a space from its inception. The space is a labeled space that has many links to other information or services. ? The success of WWW as a mediated space has resulted from the commercialization of the mediated space. ? From the lessons of WWW, it is believed that a pervasive space can be flourished by the commercialization strategy. 36
Real World itself becomes media(Lee, K.J. 2007) ? Marketplace in old times integrated media & commerce ? With mass media, media and commerce became isolated. ? With interactive media technology. Media and commerce integrated in virtual interface. ? With ubiquitous technology, every space becomes commerce-media integrated space. ? Disappearing Line Between Journalism and Commerce ¨C ¡°Every space has become ad space¡±, Steve Hayden, Wired, 2003.
A View on Ubiquitous Computing (Lee 2007) ? When Mark Weiser coined the term ubiquitous computing, there were no mobile phone diffusion and it seems that he did not consider much on the impact of mobile phones to our life. ? The revised definition of ubiquitous computing need to admit that the people are not such a natural human being, but a new human being with a digital device with her or his hands ¨C mobile devices(phones). ? If we assume this changed situation evolved from the age of defining originally ubiquitous computing, we can envision that the future space will have ubiquitous links than computers. The space with ubiquitous links is more lightweight system than traditional ubiquitous computing system. 38
NFC-based Mediarization Tools Service Design Methodology Visual design & economic validation Utility Tag Service Management Platform Service composition, Touch log statistics etc. Mobile Lifelog App: ¡°1cm¡± ? Profile share: "1cm buddy¡°, SMS, multi-profiles ? Tag Reading, Time Line, and Bookmarking ? Evolve to physical contact-based SNS 39
Utility Tag Service Platform: Tag + App + Cloud Tag App Cloud ?? ? ???? ??? ? ????. + + Utility Tag Services for ? Social Services (Likes & Comments) ? Touch-In Service NFC Lifelog App ¡°1cm¡± Manage your tags ? Stamp & Coupon on the Web ? Account Management ? Ordering & Ticketing ? Automatic WiFi Setting ? ..... 40
Customer Service through Tag-App-Cloud Collaboration ? A physical tag connected with a (semi-open) mobile app an d (semi-open) tag management cloud can provide a series of virtual utility services like: ¨C WiFi(SSID & passwd) Setting using the information in the clou d ¨C SNS-based 'like' and comments ¨C Attendance checking ¨C Couponing ¨C Serviceperson Call ¨C Social dating (e.g. girls near you) ¨C Tag match advertising ¨C CRM Services ? NFC services will be flourished by (semi-)open platform ser vice provider
On going project 01 ¨C NFC Smart touch platform project ? Operate the NFC pilot program for Cosmetics & Beauty Expo, Osong Korea, 2013 in the exhibition ? Download coupon area ? Notify event ? Connect free WIFI ? Facebook Like Outside the ? Smart ticketing ? Download e-catalogue exhibition area ? Smart social poster ? link to mobile website ? link to facebook fanpage ? Recommend hot place In the booth ? Reserve booth & notification ? SNS Check-in & Share ? See more information & SNS share about products ? Call an administrator ? Smart profile sharing 42
On going project 02 ¨C Touch-in ? Social marketing tool for merchants ? Once customers touch a tag in a store, they can get something special like coupons and events. They can also check-in for the store through their SNS simply by touching the tag. ? Unlike current check-in services, Touch-in service enables people to check-in only they are really in. (Filed a patent) Stamp service Coupon Check-in Local info. 43
? LoveisTouch Inc.? VAN ????? ?????? ???? ????? (?)KCL? ¡®??? ?? NFC ??? ??¡¯? ?? ???? ??? ?? ? KCL? ??????????? ¡®?? NFC ??? ? ??? ??¡¯,¡®???? NFC ??? ??¡¯? NFC ???? ?????, ? 45? ?? ??? (????, ?????, ???, ????, ???, ????, ??? ?)? ???????? ?? ? ???? ???? ???? ?? ??? ? ?? NFC ???? ???? ??? ?? ¨C ? 45? ?? ?? ????? ? ???? ???? ????? ??? ?, 2013?? ????? ??? ??.
Adpop: SignPad + NFC Payment + Offline Ad.
On going projects supported by government In 2012, LIT has been selected as the operator of the Innovative tour service in Korea NFC based Advertising system ? Design a business model ?? ? ???? ??? ? ????. ? Develop various ?? ? ???? ??? ? ????. utility services for about NFC based on-line ?? ? ???? ??? ? ????. visitors using NFC advertising tag & device ? Define CPT(Cost Per Touch), ? Analyze point of CPS (Cost Per Sales) behaviors using ? Develop NFC based ?? ? ???? ??? ? ????. NFC tag & device advertising system Government projects Establishing NFC Policy in Korea Designing NFC Product Test infra. ? Assess the need of ? Analyze institutional NFC product test issues of NFC service infrastructure for the ? Analyze user companies that use experiences of NFC NFC technology service ? Design and plan the ? Study how to vitalize NFC product test the NFC market infrastructure 46
Various Utility Tags WIFI Setting SNS Connecting Check-in Coupon Mystery 47
Utility Tag Service Example: Wi-Fi Setting If a person touches a tag with her or his smartphone, then the phone can set the Wi- Fi signal automatically, which is designated in the tag cloud. 1?! 48
Mobile Lifelog App: ¡°1cm¡± You can download the ¡°1cm¡± application from the Android Market! (Enter ¡°1cm¡± or ¡°loveistouch¡± in the search box.) 49
NFC? Web? ??? ?? Insight ? 2010?? NFC? ??? 1990?? ?? Web? ??? ??? ? ??. ¨C NFC ?? ??? Web Browser Mosaic? ??? ??. ¨C ?? Netscape? ?? Killer App? ???? ???. ? Web? ???? ?? ?? ???, ??, ????? ? ???? (???)??? ???? ? ? ?? ?? ??. ? NFC? ????? ??, ??, ??? ???? ?? ? ?? ?? ???, ??, ????? ???? (???) ??? ???? ? ? ?? ?? ??.
NFC? ?? ??? ??? BM ?? ? ??? ??/??? ???? ???? ??? ??? ?? ?? ?? ¨C Media Embedded Place/Product ? ?? ??? ??? ??? ????(?: ???)? ???. ¨C ???, ?? ?? ??? ??? ???? ?? ? ??? ??? ?? ?? ??? NFC? ?????, NFC??? ??. ¨C ?? ??, ??? ??, ??? ?? ? ? ??? ???? ?? ?? ??? ????: ???, ??? ?? ? ?? ?? ??? ??? ??? ????? ?? ????? ?? ? BM ?? ¨C Display?? ?? ??, ????, ???, ????? ? ????? ?? ? ???? ???? ???? ????. ¨C ATM??? ??? ???. ?? ?? ???. 51
??? NFC ?? ?? ? ???? ??? ??? ?? ??? ?? ¨C NFC ? ???? ?? ?? ??? ??? NFC???? ???? ?????? ??? ??? ????? ???, ???? ??? ? ???, ?? ??? ???? ?? ?? ?? ? ??? ?? ???? ?? ¨C ??? NFC ??? ?????, ??? ????? ???, ?? ?? ??? ???? ? ?? ?? ?? ?? ? ???????? ?? ¨C ??? NFC ??? ??????, ????? ??? ?? ??? ???? ? ???? ?? ¨C ???? ?? ????? ???? ??? ??? ??? ?? ?? ?? ????, ???? ???? ?????, ?? ???? ?? ??? ?? ??? ??? ???? ??? ?? ??? ?? 52
IT?? ????? NFC ?? ?? ? 1?: Infra? ?? HW?? (e.g. Cisco in WWW) ¨C NFC Chip, NFC USIM, NFC Tag, NFC Dongle? ? 2?: HW Infra?? ???? ? SW?? (e.g. Netscape in WWW) ¨C NFC e-Wallet, NFC App, Tag Writing and Management Solution ? 3?: ????? NFC???? ???? ?? (e.g. Amazon and Yahoo in WWW) ¨C Smart Space Consulting/Integrators ? 4?: NFC???? ?? Smart?? ??? ?? ??? ?? (e.g. Overture and Google in WWW) 53
WWW? Timeline?? ? NFC Timeline ?? WWW-Based Business NFC-Based Business On Apr. 30, 1993, CERN announced t 2010: ?? NFC ? ?? hat the World Wide Web would be fr ee to anyone, with no fees due 1993: Mosaic Released 2011: NFC App ?? 1994: Netscape Browser Released 201*: NFC App? ????? ?? Amazon Founded 1995: Successful IPO of Netscape 201*: NFC ?? ???? ???? Yahoo Founded ?? Amazon.com go online Verisign founded 1996: Successful IPO of Yahoo Inc. 201*: NFC ??? ???? ???? ?? 1997: Successful IPO of Amazon Inc. 54
Web ? App, ? ??? ????? Tag Touch NFC as the Next Big Thing
Consumerization ? The growing tendency for new information technology to emerge first in the consumer market and then spread into business and government organizations. The emergence of consumer markets as the primary driver of information technology innovation is seen as a major IT industry shift, as large business and government organizations dominated the early decades of computer usage and development.
For More Information: ? Visit LoveisTouch.com ? Visit BMER.net ? Kyoung Jun Lee, Ph.D. ? Facebook.com/leekj007 ? leekj007@gmail.com ? +82-10-3775-1952

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On-Off Integration Platforms: Trends and Strategy

  • 1. On-Off Integration Platforms: Trends and Strategy ??? ?? ??? ?? ??? ?? ?? Prof. Kyoung Jun Lee(Àȫ) School of Management, Kyung Hee University Director of BMER.net (bmer.net) Founder & CEO of LoveisTouch Inc. LoveisTouch.com
  • 2. ?? ?? ? ??? ?? ¨C ??? ??? MIRW(Mobile Interaction with Real World) ¨C Blue Ocean???? Mobile Local ¨C U-Commerce -> Integration of Online and Offline Marketplace ¨C U-Media -> Media-Embedded Product and Place ? ??? ??? ????? ?? ?? ¨C Apple Passbook ¨C Google ¨C Amazon Local ¨C eBay X-Commerce ? ?? ?? ¨C Making Real World Media: LoveisTouch¡¯s Approach ¨C Remember Consumerization
  • 3. ??? ?? ???? ?? ? ??? ??? MIRW(Mobile Interaction with Real World) - U-Commerce -> Integration of Online and Offline Marketplace - U-Media -> Media-Embedded Product and Place ¨C Blue Ocean???? Mobile Local ¨C Large Local? ?? Small Local? Networking?
  • 4. ?: ?? ????? ??? ??
  • 5. Showrooming ? The practice of examining merchandise in a traditional brick and mortar retail store without purchasing it, but then shopping online to find a lower price for the same item. ? Online stores often offer lower prices than offline stores because they do not have the same overhead cost. Showrooming can be costly to retailers, not only in the loss of the sale, but also due to damage caused to the store's floor samples of a product. ? Many retailers have tried to compete with showroomers by slashing their own prices. Independent businesses, however, are advised to counter showrooming by adding value via included services and other tactics, such as making information and reviews more readily available to customers so that they might not choose to seek it out online. ? Some major retailers, such as Target, are attempting to combat showrooming by selling products exclusive to their stores. Walmart is allowing customers to avoid the shipping charges of online purchases by picking up the items in the stores.
  • 6. ?? ? ??? ???? Key Word ? Smart Mobile ¨C NCSoft -> Nexon -> ???, ??? ???? ¨C SMS & NateOn -> KakaoTalk, Line ¨C Cyworld -> KakaoStory, Facebook ¨C PC ??? ?? ? Platform ? PSY? iTunes?? 140? ???? Apple? 60? ??.. ? ???. ?? ?? ??? 21% ???, 30%(Apple, Google? App Market Platform?), 49%? ?? ???? ????? ? Open Business Model ? Clay Shirky (2008): Here Comes Everybody(??? ??? ???, 2008) ? ??? ??(Filter then Publish)?? ??? ???(Publish then Filter) ? Social
  • 7. ??? ? ?? ? Smart Phone? ??? ????(N-Screen) ¨C ??? ??? ???? ? ??? ??? ??? ? ?? ¨C Input/Output ??? ? PC?? ?? ??? ? ??? ??? ???. ?? ?? ??? ???? ?? ? ? ??. ? ??, ??, ???, ?? ? ??? ??? ??? ? ??. ¨C ?? ?? ? ??. ?? ? ? ??. ¨C ??? ?? ????? ??? ???? ? ?? ?? ???? BM? ??
  • 8. ???? ?? ?? ?? ?? ?? ? NFC Card Emulation Payment ¨C Crisis of VivoTech ¨C ?? ??? ¨C Google wallet goes cloud ¨C ISIS started services in Salt Lake City and Austin ? NFC Tag Payment ¨C PayByPhone: ??? ??? ? ?? ? Barcode/QR ?? ¨C ?? ??, ????? ?? => ??????? ?? ¨C LevelUp(thelevelup.com) ? ??? POS ¨C Square, ChargeAnywhere, GoPayment, SWIPE ? Passbook of Apple ? Imago(http://www.qsecure.com/) ? Digital Receipt: Proximiant
  • 9. ??? POS ???: Square Charg eAnywhere,GoPayment, SWIPE ? ???? ??? ? ?? ?? ?? ?? ? ? ?????? ??? ? ???? ??? ? ???? ??? ? ???? ? ?? ? ?????
  • 10. ???, QR ?? ??????
  • 11. ?? ?? ?? ??? ?? ?? ? ?? ?? ??? ?? ??? ?? ??? ??? ?? ? ??? ??? ????? ?? ??? ?? ???? ¨C ??? ??? ??? ?? ?? ??? ??. ¨C ???, ?? ??? ? ??? ?? ?? ???? ???. ? ?? ?? ??? ? ??? ?? ?? ??. ¨C ??? ??: ??? ???, ???? POS? ? ??(?? ? ??)? ??? ??? ???. ¨C ?: Passbook ? ????? ??? ?? ???? ??? ??. ¨C ?: PayByPhone ? ? ? ???? ??? ??? ????, ?? ?? ??? ? ???? ?? ?? ??.
  • 12. A Definition of U-Commerce (Lee 2005) Defined as the commercial interaction ¨C among providers, consumers, products, and services , ¨C enabled and supported especially by ? (the real-world) seamless communication of each entity's (digital) information. ¨C The seamless communication is supported by the combination of 1. Automatic identification technologies (e.g. RFID, NFC, QR), 2. (wireless) Communication technologies (e.g. bluetooth, ZigBee), 3. Positioning services (e.g. GPS), and 4. Sensor network technologies. 12
  • 13. NFC-Based Commerce (evolved from Definition of U-Commerce (Lee 2005)) Defined as the commercial interaction ¨C among providers, consumers, products, and services , ¨C enabled and supported especially by ? Seamless communication of each entity's (digital) information ? Using NFC technology. 13
  • 14. NFC-Based Commerce Business Models ? U-Referral Marketing (Lee & Lee 2006) ? U-Comparison Shopping (Lee & Suh 2006) ? U-Payment & U-Receipt (Lee, Ju & Jeong 2006) ? U-Recommendation (Kim, Lee & Kim 2006) ? Tag Match Advertising(Lee, Lee, Jun 2007) ? Home Order by RFID(Lee, Kim, Oh 2008) ? U-Insurance(Lee & Oh 2008) 14
  • 15. Three Core NFC-Based Commerce Models UbiComp 2008 Demo A Referrer Referral Marketing Product itself will become sales platform ! Referrer¡¯s product - A potential customer scans the NFC tag of a prior purchaser¡¯s product with a NFC phone - If the potential customer buys products, the prior purchaser gets a referral fee Comparison Shopping Tag-Match Advertising Touch & feel the product real world, and The AdSense in Ubiquitous Era ! buy it online ! - A consumer views the products in offline store, Tag-Match Advertising exposes proper ads and then, receive information about online retailers to users through ¡®Tag Match¡¯, a new - When consumer buys product online through process based on the information on users offline seller, offline sellers can receive incentives and the information and contents about from other retailers tags On-line Sellers Advertisers
  • 16. Tag Match Advertising(Lee et al. 2007) Lap Top A1-4524 1. Basic Information 2. After Service Request 3. Price Comparison Related Products 1. Best Lap Top Briefcases 30 for Young Men¡± 2. Accessories 3. Similar Lap Tops
  • 17. Definition of U-Media (Lee 2006) ? The media in ubiquitous environment not only takes advantage of human biological systems, but also the digital systems of human beings while conventional media appeals only to people¡¯s bio-systems. ? U-Media is defined as a media where human creates and consumes content through not only human cognitive and perceptual processes but also through the interactions between surrounding digital systems ? c.f. Marshall McLuhan ¨C Media are extensions of our senses into the public domain ¨C A medium is a technological or artificial extension of a bodily faculty. 17
  • 18. Examples of U-Media ? NFC-Embedded Display (Lee & Yoon 2007): e.g. Taxi Cab ? NFC-enabled Exhibition (Lee & Jun 2007): ¨C NFC/ZigBee-Based(Lee & Jun 2009) ? NFC-Embedded Billboard (Lee & Lee 2007) ? NFC-Embedded Book (Lee & Park 2007) ¨C Open Business Model for Augmented Book Integrated with Mobile Phone (Park, Lee, & Casalegno 2010) ? U-Camera & U-Photo (Lee & Ju 2007): The camera that takes photographs of digital links as well as real world image 18
  • 19. Exhibition Using NFC (Lee & Jun 2007) Docent Audio Guide IrDA NFC Time- Inaccuracy of Burden of Tag Ease of Use Input Burden Constrained Recognition Touch Store of Information No No Manual Store Automatic Store Possible within Possible to link Extension of Information Q & A Possible No the Database external Web Commerce Integration No No No Possible CRM No No Weak Strong LoveisTouch Inc. 19 Global No.1 NFC based Service Platformer
  • 20. ??? ?? ???? ?? ?? ? Mobile Local ¨C Mobile? ???? ??? ?? ??? ?? ?? ???? ??? activity ? Yelp, ??, ??? ?? ? Mobile Shopping ¨C ???? ???? ??? ??/??? ?? ?? ?? ?? ?? ?? ¨C Offline?? ??? ?????? ??? ???(Online)? ?? ?? ??? ??? ??, ???? ?? ?? ?? ???? ??, ?? ? ?? ?? ?? ¨C ???? ?? ?? ???? online/offline ??? ????? mix?? ???? ¨C Google Research ? ???? ??? 70%? Offline Shopping? ????? ????, ? ??? ??? ??? ??? ??? 53% ? Online?? ?? ? Offline?? ??(51%), Online?? ?? ?? ? Offline?? ?? ? ? ? Online?? ??(32%), Offline?? ?? ?? ? Online?? ??(17%) ? ÃÀ Forrester Research ??? ?? ¡®Online ??? ?? ??(Web- influenced retail)¡¯? ¡®Online ??¡¯? 5? ?? ???? ?? Retail ??? 50%? ??, ? ??? ?? ??. ÃÀ??? Online? ?? ?? 25,000? ????? ??(?? ??)? ????? ??
  • 21. Apple ? Passbook ¨C ?? ??? ? ? UX? ?????? ???? ?? ?? ???(??, ?? ?)? ??? ? ??? ???? ??? ??? ?? ¨C ???? Card? Pass ??? ?? Store Cards(??? ??), Coupons(????, ??) ?? ??? ????? API? ?? ¨C ?? ??(LBS)? ???? ??(???) ????? ??? TPO? ?? Offline ?? ?? ?? ????? ?? ¨C ANA??, DELTA??, Starbucks ?? ??? ???? Passbook? ?? Pass ? ???, ? ??? ??? ?? ¨C ÈÕ?? ?? ????? Gurunavi? Passbook? ??? ??? ??, GPS ???? ?? ?? ?? iPhone?? ???? ???? ? Local Marketing? ??? ?? ? ? Apple iPad ??? POS system ¨C ??? ??? ??, ?? ??, ??? ? ??? ??? ?? CRM, ????, ??? ¨C POS system App? ?? Apple? ???? ?? ¨C Passbook ??? ?? ?????? ?? Pass? ???? ??? ? ??? API ?? ¨C POS system? ????? Apple ??? ??? ?????~?????? ??? ??? ?? ??? ?? ??? ?? ????. ? ???, ???, ??? (KT ???????), ??? ??? ????? ? ?? Monetization ?? ¡®??? ?? ???¡¯, KT DigiEco, 2012.
  • 22. From POS to Tablet with Square?
  • 23. eBay ¡®X-Commerce¡¯ ? Online? Offline? X(Cross)??? ??? ??? ???, ??? ??? ? ? ?????? ??? ??? ??? ????? ?? ?? ?? ? ??? M&A: ???? ?? ??? ???? Offline?? ???? ?? ???/??? ?? ????? ?? ??? ?? ??? ??? ?? ? Adobe system ??? Omniture, ??? ??? ????? ?? Kenshoo, ???? ???? ????? ?? Outright ?? ???? ?? ¨C X-Commerce? Business ??? ?? ebay? ????? ??? ???(???)?? ?? target?? ?? ???? ?? ? eBay CEO: ???? ???? ??? ? ??? ??? ??? ?? 15 ? ? ??? ?? 3??? ?? ? ?? ??? ? ?? ??? ??? ?: ? ???, ???, ??? (KT ???????), ??? ??? ????? ? ?? Monetization ?? ¡®??? ?? ???¡¯, KT DigiEco, 2012.
  • 24. ???? ??? X-commerce? Partnership (?? : Gigaom)
  • 25. Google Same Day Delivery Service ? Google: 2012? 10? ÃÀ ?????? ???? ¡®???? ???¡¯ ?? ??? ?? ? ?? ????? ?????? ???? ??? ?? ?? ????? ???? PC ? ?????? ??? ??? ? ?? ?? ???? ??? ? Google ?? ?? ?? ??, ? ??? ???, Needs ?? ???? ??, ?? ? ?? ?? ???? ???, ????, ????? ???? matching?? ?? ?? ? Google ?????? ???(?? ?? ???, ??, ???)? ??? ???(?? ??? ??, ??? ??, ?? ?? ?? ?)? matching, ???? ???? ?? ??? ??? ??? ??? ? ??? ???? ???? ???? ??? ??? ? ?? ???? ?????? ??? ?? ??? ??? ??? ?? ? ? ?? ??. Search-Engine? Do-Engine??? ????, On/Off? ???? ?? ??? ??? ?? ? Google? ?? ??(Search), ??? ??(Google Play), ??? ?? ? ??? (Google Wallet, Checkout, Google Offers)? ??? ???? ??? ????? ? ??? ?? ??? ???? ????? ???? ?? ????~??~???? ???? ??? ???? ?? ???? ??? ??? ?? ? ???? 10?? ?? ????? ? ??? ???? ?????, ??? ???? ?? ???? ??? ?? ??? ???? ????? ?? ?? ???? ??? ? ??? ? ??? ???? ?? ??? ??? ??? ??? ??. ? ???, ???, ??? (KT ???????), ??? ??? ????? ? ?? Monetization ?? ¡®??? ?? ???¡¯, KT DigiEco, 2012.
  • 26. Google Shopping: Product Listing Ads ? Google, 2012? ?? ??¡¤?? ?? ??? ??? Amazon? ??? ? Reuters? 2013? ?? ?? ??? Amazon? Google? ?? ??? ? ? ???? ??? ?? ¨C ?? ??? Kleiner Perkins Caufield & Byers? Chi-Hua Chien? "Amazon? ??? ? ?? ??? ????, Google? ?? ??? ??? ?? ??? ??? ??? ???"?, "? ?? ??? ??? ? ??? ??? ????? ??"??? ?? ? 2012? 5??? ???? ?? ???, ?? ??, ??? ?? ?? ?? ? ? ?? ?? ??? "Product Listing Ads"? ???? e-Commerce? ??? ??? ??? "Google Shopping" ???? ?? ? ? "Google Shopping"? ??? ?? Google ?? ??? ???? ???? ? ??? ?, ????? ??? ?? ?? ??? ???? ?? ??? ???? ?? ??? ???? ??? ?, ??? ?? ???? "Google Trusted Stores"? ?? ?? ??? ?? ???? ?? ? ??? ? ?? ?? ? Google? "Google Shopping"? ?? ???, ?? ?? ???? ??? Amazon? ???? ?? ??? ?? ? ???, ???, ??? (KT ???????), ??? ??? ????? ? ?? Monetization ?? ¡®??? ?? ???¡¯, KT DigiEco, 2012.
  • 27. Amazon Local ? Amazon, Google? ?? ?? ??? ?? ?? ??? ??...???? ?? ?? ??? ?? ? Amazon? Google? ?? ?? ??? ?? ??? ??? ?? ??? ?? ? ¨C ?? Amazon? ?? ??? ?? 5? ?? ???? 380? ??? ??? 2011? ?? ? 96%? ?? ??? Google ?? ??? ?? ? Amazon? ???? ????? ?? ??? ??? ???? ?? ??? ???? "DSP(Demand Side Platforms)" ??? ?????? ?? ?? ??? ? "Google Shopping"? ?? Google? ?? ?? ??? ?? ??? ??? ?? ?? ¨C Amazon? ?? ?? ??? ??? ?? ?? ??? ??? ?? ??? e-Commerce ? ?? ??? ???? ?? ?? ??? ?? ? 2012? 3?? ?? ??? ???? 30%? Amazon.com? ?? ?? ??? ?? ???? ????? Forrester? ????? Amazon?? ???? ?? ¨C ?? ??Google? ??? ?? ??? ?? ?? ??? ?? ?? ???? ??? ? ?? ???? 13%? ?? ? ????(Daily deals) ???? ¡®Amazon Local¡¯? ?? ¨C ????? ???? ??? ?? ?? ????, ???? ??? ? ??? ?? ???? ??? ?? ?? ???? ???? ?? ???? Google? ?? ??? ???? ?? ?-Local? ???? ????? ??? ??? ?? ? ???, ???, ??? (KT ???????), ??? ??? ????? ? ?? Monetization ?? ¡®??? ?? ???¡¯, KT DigiEco, 2012.
  • 28. ???? ????? ?? ? ????(Concierge) : ?????? ???, ???? ??, ???? ?? ??? ??? ?? ???? ??? ?? IT ????? ???? ?? ? ??? ?? ?? ??, ??? ???? ¡®?? ?? ???¡¯? ???? ? ?? ?? ? Google Now? Google? ??? ¡®??? ?? ?? ???¡¯? ???, ?? ??, ??? ?? ? ???? ???? ?? ? ??? ??? ???? TPO? ?? ?? ? ?? ??? ???? ?? ??? ???? ???? ?? ? Apple? ??? Siri, Passbook ?? ?? ???? ???? ??? Google? ?? ? Siri? ?? ??? ????? ???? ?? ??? ??? ??? ??? ???? ?? ??? ???, Google Now? ??? ?? ??? ??? ??? ?? ????? ?? ? ???? ???? ?? ???? ??? ??? ???? ?? ??? ? ? ??? ??? ???. ?, Offline??? ???? ???? ? ? ?? ?? ??? Google Now ?? ???? ??, ????, ?? ?? ? Offline? ? ??? ?? ????? ? ? ??. ??? ??? ?? ?? ¡®???¡¯? ???? ???? ??? ????? ??? ??? ??. ? ???, ???, ??? (KT ???????), ??? ??? ????? ? ?? Monetization ?? ¡®??? ?? ???¡¯, KT DigiEco, 2012.
  • 29. LoveisTouch¡¯s Approach Mission : Making Real World Media Provides a platform for mediarization of real space thus helps various economic entities efficiently create customer value and share profit. 29
  • 30. The 1st Fine Art Exhibition Using NFC in Korea, powered by LoveisTouch At Seoul, Korea, Nov.2nd. 2011 Smart Service: ¡°Like¡±, Comment, Commer Service Statistics ce
  • 31. Value proposition of NFC Gallery Tag Service Social marketing tool for off-line contents ¨C spread it worldwide by connecting SNS with NFC tags Sharing and Diffusion Lifeloging through SNS X X Exhibits spread worldwide by NFC & SNS 31
  • 32. 150-times effect by just one touch Total 927 Touches -> 150,000 impressions by SNS sharing Likes 102,544 150,000 Impressions in 927 Touches in Event Sharing 12,976 Facebook Comments 34,240
  • 33. The National Museum of Korea Yongsan, Seoul, Oct 22. 2012. 10. 22~ ) People can get more information, hidden stories and relevant souvenirs or books about the exhibit simply by touching NFC tag. They can also share their feeling about the artwork through SNS network. 33
  • 35. Commerce-Media Integration ? A key to profitable business model ? WWW as a Commerce-Media Integration ¨C Content Match (Content-Commerce): AdSense ¨C Key word Search (Content-Commerce): AdWords ? Place/People/Product become media. ¨C Media-Embedded Place ¨C Media-Embedded People ¨C Media-Embedded Product ? Commerce-Embedded Media ? Media becomes commerce platform
  • 36. Web as the existing Commerce- Media Integrated Space ? The current world wide web shows the commerce-media integrated space by itself. ? The notion of the commerce-media integrated service space is coined from observing the commercial evolution of the World- Wide Web (WWW). ? WWW has been regarded as a space from its inception. The space is a labeled space that has many links to other information or services. ? The success of WWW as a mediated space has resulted from the commercialization of the mediated space. ? From the lessons of WWW, it is believed that a pervasive space can be flourished by the commercialization strategy. 36
  • 37. Real World itself becomes media(Lee, K.J. 2007) ? Marketplace in old times integrated media & commerce ? With mass media, media and commerce became isolated. ? With interactive media technology. Media and commerce integrated in virtual interface. ? With ubiquitous technology, every space becomes commerce-media integrated space. ? Disappearing Line Between Journalism and Commerce ¨C ¡°Every space has become ad space¡±, Steve Hayden, Wired, 2003.
  • 38. A View on Ubiquitous Computing (Lee 2007) ? When Mark Weiser coined the term ubiquitous computing, there were no mobile phone diffusion and it seems that he did not consider much on the impact of mobile phones to our life. ? The revised definition of ubiquitous computing need to admit that the people are not such a natural human being, but a new human being with a digital device with her or his hands ¨C mobile devices(phones). ? If we assume this changed situation evolved from the age of defining originally ubiquitous computing, we can envision that the future space will have ubiquitous links than computers. The space with ubiquitous links is more lightweight system than traditional ubiquitous computing system. 38
  • 39. NFC-based Mediarization Tools Service Design Methodology Visual design & economic validation Utility Tag Service Management Platform Service composition, Touch log statistics etc. Mobile Lifelog App: ¡°1cm¡± ? Profile share: "1cm buddy¡°, SMS, multi-profiles ? Tag Reading, Time Line, and Bookmarking ? Evolve to physical contact-based SNS 39
  • 40. Utility Tag Service Platform: Tag + App + Cloud Tag App Cloud ?? ? ???? ??? ? ????. + + Utility Tag Services for ? Social Services (Likes & Comments) ? Touch-In Service NFC Lifelog App ¡°1cm¡± Manage your tags ? Stamp & Coupon on the Web ? Account Management ? Ordering & Ticketing ? Automatic WiFi Setting ? ..... 40
  • 41. Customer Service through Tag-App-Cloud Collaboration ? A physical tag connected with a (semi-open) mobile app an d (semi-open) tag management cloud can provide a series of virtual utility services like: ¨C WiFi(SSID & passwd) Setting using the information in the clou d ¨C SNS-based 'like' and comments ¨C Attendance checking ¨C Couponing ¨C Serviceperson Call ¨C Social dating (e.g. girls near you) ¨C Tag match advertising ¨C CRM Services ? NFC services will be flourished by (semi-)open platform ser vice provider
  • 42. On going project 01 ¨C NFC Smart touch platform project ? Operate the NFC pilot program for Cosmetics & Beauty Expo, Osong Korea, 2013 in the exhibition ? Download coupon area ? Notify event ? Connect free WIFI ? Facebook Like Outside the ? Smart ticketing ? Download e-catalogue exhibition area ? Smart social poster ? link to mobile website ? link to facebook fanpage ? Recommend hot place In the booth ? Reserve booth & notification ? SNS Check-in & Share ? See more information & SNS share about products ? Call an administrator ? Smart profile sharing 42
  • 43. On going project 02 ¨C Touch-in ? Social marketing tool for merchants ? Once customers touch a tag in a store, they can get something special like coupons and events. They can also check-in for the store through their SNS simply by touching the tag. ? Unlike current check-in services, Touch-in service enables people to check-in only they are really in. (Filed a patent) Stamp service Coupon Check-in Local info. 43
  • 44. ? LoveisTouch Inc.? VAN ????? ?????? ???? ????? (?)KCL? ¡®??? ?? NFC ??? ??¡¯? ?? ???? ??? ?? ? KCL? ??????????? ¡®?? NFC ??? ? ??? ??¡¯,¡®???? NFC ??? ??¡¯? NFC ???? ?????, ? 45? ?? ??? (????, ?????, ???, ????, ???, ????, ??? ?)? ???????? ?? ? ???? ???? ???? ?? ??? ? ?? NFC ???? ???? ??? ?? ¨C ? 45? ?? ?? ????? ? ???? ???? ????? ??? ?, 2013?? ????? ??? ??.
  • 45. Adpop: SignPad + NFC Payment + Offline Ad.
  • 46. On going projects supported by government In 2012, LIT has been selected as the operator of the Innovative tour service in Korea NFC based Advertising system ? Design a business model ?? ? ???? ??? ? ????. ? Develop various ?? ? ???? ??? ? ????. utility services for about NFC based on-line ?? ? ???? ??? ? ????. visitors using NFC advertising tag & device ? Define CPT(Cost Per Touch), ? Analyze point of CPS (Cost Per Sales) behaviors using ? Develop NFC based ?? ? ???? ??? ? ????. NFC tag & device advertising system Government projects Establishing NFC Policy in Korea Designing NFC Product Test infra. ? Assess the need of ? Analyze institutional NFC product test issues of NFC service infrastructure for the ? Analyze user companies that use experiences of NFC NFC technology service ? Design and plan the ? Study how to vitalize NFC product test the NFC market infrastructure 46
  • 47. Various Utility Tags WIFI Setting SNS Connecting Check-in Coupon Mystery 47
  • 48. Utility Tag Service Example: Wi-Fi Setting If a person touches a tag with her or his smartphone, then the phone can set the Wi- Fi signal automatically, which is designated in the tag cloud. 1?! 48
  • 49. Mobile Lifelog App: ¡°1cm¡± You can download the ¡°1cm¡± application from the Android Market! (Enter ¡°1cm¡± or ¡°loveistouch¡± in the search box.) 49
  • 50. NFC? Web? ??? ?? Insight ? 2010?? NFC? ??? 1990?? ?? Web? ??? ??? ? ??. ¨C NFC ?? ??? Web Browser Mosaic? ??? ??. ¨C ?? Netscape? ?? Killer App? ???? ???. ? Web? ???? ?? ?? ???, ??, ????? ? ???? (???)??? ???? ? ? ?? ?? ??. ? NFC? ????? ??, ??, ??? ???? ?? ? ?? ?? ???, ??, ????? ???? (???) ??? ???? ? ? ?? ?? ??.
  • 51. NFC? ?? ??? ??? BM ?? ? ??? ??/??? ???? ???? ??? ??? ?? ?? ?? ¨C Media Embedded Place/Product ? ?? ??? ??? ??? ????(?: ???)? ???. ¨C ???, ?? ?? ??? ??? ???? ?? ? ??? ??? ?? ?? ??? NFC? ?????, NFC??? ??. ¨C ?? ??, ??? ??, ??? ?? ? ? ??? ???? ?? ?? ??? ????: ???, ??? ?? ? ?? ?? ??? ??? ??? ????? ?? ????? ?? ? BM ?? ¨C Display?? ?? ??, ????, ???, ????? ? ????? ?? ? ???? ???? ???? ????. ¨C ATM??? ??? ???. ?? ?? ???. 51
  • 52. ??? NFC ?? ?? ? ???? ??? ??? ?? ??? ?? ¨C NFC ? ???? ?? ?? ??? ??? NFC???? ???? ?????? ??? ??? ????? ???, ???? ??? ? ???, ?? ??? ???? ?? ?? ?? ? ??? ?? ???? ?? ¨C ??? NFC ??? ?????, ??? ????? ???, ?? ?? ??? ???? ? ?? ?? ?? ?? ? ???????? ?? ¨C ??? NFC ??? ??????, ????? ??? ?? ??? ???? ? ???? ?? ¨C ???? ?? ????? ???? ??? ??? ??? ?? ?? ?? ????, ???? ???? ?????, ?? ???? ?? ??? ?? ??? ??? ???? ??? ?? ??? ?? 52
  • 53. IT?? ????? NFC ?? ?? ? 1?: Infra? ?? HW?? (e.g. Cisco in WWW) ¨C NFC Chip, NFC USIM, NFC Tag, NFC Dongle? ? 2?: HW Infra?? ???? ? SW?? (e.g. Netscape in WWW) ¨C NFC e-Wallet, NFC App, Tag Writing and Management Solution ? 3?: ????? NFC???? ???? ?? (e.g. Amazon and Yahoo in WWW) ¨C Smart Space Consulting/Integrators ? 4?: NFC???? ?? Smart?? ??? ?? ??? ?? (e.g. Overture and Google in WWW) 53
  • 54. WWW? Timeline?? ? NFC Timeline ?? WWW-Based Business NFC-Based Business On Apr. 30, 1993, CERN announced t 2010: ?? NFC ? ?? hat the World Wide Web would be fr ee to anyone, with no fees due 1993: Mosaic Released 2011: NFC App ?? 1994: Netscape Browser Released 201*: NFC App? ????? ?? Amazon Founded 1995: Successful IPO of Netscape 201*: NFC ?? ???? ???? Yahoo Founded ?? Amazon.com go online Verisign founded 1996: Successful IPO of Yahoo Inc. 201*: NFC ??? ???? ???? ?? 1997: Successful IPO of Amazon Inc. 54
  • 55. Web ? App, ? ??? ????? Tag Touch NFC as the Next Big Thing
  • 56. Consumerization ? The growing tendency for new information technology to emerge first in the consumer market and then spread into business and government organizations. The emergence of consumer markets as the primary driver of information technology innovation is seen as a major IT industry shift, as large business and government organizations dominated the early decades of computer usage and development.
  • 57. For More Information: ? Visit LoveisTouch.com ? Visit BMER.net ? Kyoung Jun Lee, Ph.D. ? Facebook.com/leekj007 ? leekj007@gmail.com ? +82-10-3775-1952