4G Ecosystem: Mobile Value Added or Mobile Commerce for the 4G space - what’s next? National Institute of Informatics Japan Hitoshi Okada ©2010 Hitoshi Okada Japan Agenda 1 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） NII ©2008HitoshiOkada Transport Prepaid ＰＡＳＭＯ ＩＣＯＣＡ E-Money Suica Distribution Ｅｄｙ nanaco WAON Postpaid iD QUICPay Visa Touch E-Payment PiTaPa Mobile ©2008HitoshiOkada E-Money （Private Railways） Just Touch It. 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? ©2010 Hitoshi Okada Japan Innovators Early adopters Early majority Late majority Laggards 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 Thank you for your attention. OKADA, Hitoshi [email protected] National Institute of Informatics.