MobileValueAddedServicesslides

MobileValueAddedServicesslides - Assessment of Mobile...

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Assessment of Mobile Value-Added Services (M-VAS) Yati Rodiati Student ID: 0832771 Module: Engineering Project Supervisor: Dr. Rebecca DeCoster MSc of Engineering Management BRUNEL UNIVERSITY
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Outline l l M-VAS and Technology Adoption behind It l l M-VAS Customer Value l Case Study and Market Survey on M-VAS l Conclusion and Future Work
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Research Aim The overall aim of this research is to examine the business potential of mobile value-added services (M- VAS) based on the principles of customer interaction and mass customization.
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Research Objectives l To evaluate the importance of business modeling for emerging telecoms services. l To determine the adoption of technologies and strategies behind M-VAS. l To identify the elements those affect customer value during the adoption of M-VAS.
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What is Mobile VAS? In mobile telecommunication industry, VAS is defined as services that are: not part of the basic voice offer. allow the mobile operators to develop another stream of revenue. (Source: IAMAI and IMRB, 2006, p.15)
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M-VAS Categorizes Category Characteristic Example Entertainment designed for mass appeal Games, Caller Ring Back Tone (CRBT), music download. Info characterized by the useful information SMS Missed Call Alert (MCA), Stock Update, Location Based Service (LBS). M-Commerce services involving monetary transaction using the mobile phone M-banking and m- payment
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The Technologies Adoption behind M-VAS l The evolution of mobile telecommunication networks l The evolution of mobile devices l The convergence of mobile telecommunication networks and Internet
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Mobile Internet
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M-VAS Business Model (Value Chain Review)
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M-VAS Strategies Strategy Purposes/benefits Strategic Partnership (Paavilainen, 2002; Sadeh 2002) filling the gaps in the core competence among the players in value chain Customer Value based mass customization (Sigala, 2006) - differentiating services from competitors - boosting customer loyalty - inhibiting customers move to competitors Mobile Portals (Paavilainen, 2002) - a single “plate” for various “dishes” - improve customer loyalty
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Caller Ring Back Tone (CRBT) Service Indonesia After US and Japan, Indonesia is the biggest CRBT market in the world. (Source: IFPI Digital Music Report, cited in Asia Pacific Digital Marketing Year Book 2008)
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MobileValueAddedServicesslides - Assessment of Mobile...

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