4G Ecosystem: Mobile Value Added Or Mobile Commerce for the 4G Space - What’S Next?

4G Ecosystem: Mobile Value Added or Mobile Commerce for the 4G space - what’s next?

National Institute of Informatics Japan Hitoshi Okada

What is E-Money?

History and Definition. Prepaid Prepaid Online Coupon Card E-Money E-Money

Debit Card

Credit Postpaid E-Money Card E-Payment （Widely）

Distribution

Ｅｄｙ nanaco WAON

Postpaid iD QUICPay Visa Touch E-Payment PiTaPa

Mobile

Felica Just Touch It.

Felica Agenda 2

Why E-Money, not Money?

Perfect Matching for Consumer Needs Agenda 2-1

E-Money Marketing

At a Daily Store 1st week 2nd week 3rd week 4th week

--1% 10,000

Loyalty ↑ ⇒ Discounted ↑ 1st week 2nd week 3rd week 4th week

--3% --3%

Loyalty ↑↑↑ ⇒ Discounted ↑↑↑ Agenda 2-2

Why Mobile E-Money, not Smart Card

At a Shopping Centre I am so exciting ～

leave enter look lunch buy

How about our Our Seasonal Have a lunch menu ? Recommend Dinner?

Consumer Changes Time after Time I am so Enjoy Good Favorite exciting shops Taste Shop ～ enter look lunch buy leave

Persona Category Targeting

Consumer Changes Time after Time Agenda 3

Consumers’ Acceptance

How people accept E-Money?

Reference: Rogers, M. Diffusion of Innovation 1995. Ecological Social Welfare

Innovators Early adopters Early majority Late majority Laggards

Entertainment Usability Profitability Public Policy Conclusion

Key Factors

Critical Success Factors of E-Money A Future of E-money

Usable + Profit + Entertain + Public Policy

Key Success Factors National Institute of Informatics OKADA, Hitoshi [email protected]

Thank you for your attention.