dr bhuvan unhelkar presentation "mobile business"
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Education Across the Nation: Q4 - Oct/Nov 2006
Mobile Business
ACS - Education Across the Nation (EdxN)
© ACS 2006
Bhuvan Unhelkar, PhD, [email protected] +61 (0) 413 821 454
Sydney-Canberra-Adelaide-Perth-Brisbane-Darwin-Melbourne-Hobart
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Presenter Profile – Bhuvan UnhelkarPresenter Profile – Bhuvan Unhelkar Bhuvan UNHELKAR (BE, MBA, PhD, FACS) 24 years ICT: Development, Consulting and Academic Roles. PhD “...Granularity of OO Design…”
with Prof.. Brian Henderson-Sellers Author: 10 Books Promoting Mobile Internet Research and Applications Group
(MIRAG) at Uni. of Western Sydney Supervising 4 PhDs in this area
Fellow of ACS; Life member Comp.Soc.India Rotarian, St.Ives; TiE ex-Mentor Director; www.unhelkar.com ; www.methodscience.com
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AgendaAgenda
Mobile Business – Background and Relevance Mobile Utilization & Contents
Mobile Technologies; Mobile Telephony Mobile Enterprise Transitions
Its 3-dimensional Framework
Mobility – Emerging Sociological Issues Conclusions & Future Directions
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Mobile BusinessMobile Business
Arguing for Phenomenal Importance of Mobility in
Today’s Business
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Revisiting the Revisiting the Third Wave Third Wave of of the the Future Shock Future Shock (Alvin Toffler)(Alvin Toffler)
Agricultural (1000s)
Industrial (100s)
Informative (10s)
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Time
Mobile Business Adoption (Based on E-Business adoption Cycle by Gartner, Nov, 1999)
1990-96 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
TechnologyTrigger
Peak ofInflated Expectations
Trough ofDisillusionment
Slope ofEnlightenment
Plateau ofProfitability
InternetWeb
Dot.com begins
U.S. IPOs1997/1998
U.S. Christmas1998
European IPOs1999
“e” is Everywhere
Dot.com sharefallout
Investor disillusionment“Bricks & Mortar” failures
Dot.com shakeout
Publicised e-Failures
Businessdisillusionment
“True”E-Businessemerges
OptimisedE-Business
Post-NetBusinesses
2006-2008e-Business ends
Source: Gartner, Nov. 1999
Extrapolating for the “m”
Curve
“True”Mobile Businessemerges
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Background to this PresentationBackground to this Presentation
Handbook of Research in Mobile Business IDEAS publishing Group; IGI Hershey, PA, USA;
due Jan 2006 Foreword by Dr Elaine Lawrence, UTS Technology-Methodology-Sociology(Architects-BAs-Managers-Researchers)
“An Initial Three Dimensional Framework for Mobile Enterprise Transitions”, Cutter IT Journal, August, 2005
www.cutter.com
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Mobile Themes & Spread of ResearchersMobile Themes & Spread of Researchers
ThemeNumber of Chapters
Location 4Health 5Technical 10Network 5Security 4Strategy 6Application 5Method 4Customer 3Social 5Case study 12
Some were pure researchers
Most were Practitioners & industrial researchers
All keen to apply Mobility to Business
Country Authors
Australia 25
China 2
Finland 4
France 8
Germany 6
Hong Kong 2
India 22
Italy 2
Singapore 2
Spain 2
Switzerland 1
Taiwan 3
UAE 2
UK 12
USA 17
110
Themes Researchers
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Mobile Business ProcessesMobile Business Processes
Impact of Mobility on Business Processes
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Business Utilizing the Internet – Mobile Superimposition
Informative
Collaborative
Transactive
Operative
e-Information
c-Commerce
e-Commerce
e-BusinessMob
ility
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Mobility Considerations in Mobile Internet Mobility Considerations in Mobile Internet Usage by BusinessUsage by Business
M-Informative M-Transactive M-Operative M-Collaborative
Technology
(What)
Device Availability and Access
Networking – Internet connectivity;
Reliability
Intranet; Extranet; Groupware;
Reliability
Portals; Groupware; Standards;
Methodology
(How)
Personal Process Business Process Engineering (BPR)
Organizational Policies; BPR
Industrial Process Reengineering; Business Collaboration
Sociology
(Who)
Privacy; Access Security, Confidence; Convenience;
Security, Trust, Workplace Regulations; Ethics;
Security, Trust, socio-cultural issues
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Considering Nature of Mobile “wireless connectivity” and Mobile Considering Nature of Mobile “wireless connectivity” and Mobile Devices (Devices (Based on Cutter IT Journal publication, Unhelkar, 2005)Based on Cutter IT Journal publication, Unhelkar, 2005)
Incre
asin
gly
Loose
Con
necti
vit
y Centralized (Mainframe) ConnectivityClient/server ConnectivityWeb-based ConnectivityXML-Based Connectivity
Centralized (Mainframe) ConnectivityClient/server ConnectivityWeb-based ConnectivityXML-Based Connectivity
Wireless (WML)-Based ConnectivityWireless (WML)-Based Connectivity
Individuals; (Mobile Devices)
Enterprises, Functional units; Fixed Devices and
connectivity
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Mobile Customer Relationship ManagementMobile Customer Relationship Management (An Example of MET Output: CRM-eCRM-mCRM)(An Example of MET Output: CRM-eCRM-mCRM)
Real
-tim
e In
tera
ctio
n
Dynamic O
rganizational
Processes
Acqu
isiti
on
Retention
Growth
Customer-Customer
Cust
om
er-
Em
plo
yee
Busi
ness
-Em
plo
yee
Business-Business
Spot-based
Dyn
amic
Cus
tom
er
Gro
ups
•One-touch access for Users through hand-held devices
•Personalization of location-based services
•Field-workers – including sales reps/road runners – well equipped through mobile CRM - accessing real-time information
•Dynamic Grouping – providing time-based opportunities to market/sell/serve changing groups of customers
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Mobile ContentsMobile Contents
Variations and Issues
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M-Business depends on Contents.
Some actually get Delivered;
Others Support.
Contents: Providers & ConsumersContents: Providers & Consumers
MobileContents
M-Business
Providers
Consumers
Push vs Pull
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Content ProvidersContent Providers M-Business depends on Quality of Contents
Timeliness; Accuracy; Context (Location, Relevance); All of which changes rapidly in M-Business
Informative-Transactive-Operative-Collaborative contents are Provided
Method – Push preferred; don’t m-SPAM Business Strategies –
M-coupons; M-payments; M-alerts; M-adverts; M-CRM (data acquisition & analysis)
Mobility of Providers needs to be considered Although usually they need not be Mobile
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Content UsersContent Users
Are Mobile – changing their location continuously Demand for Contents keeps changing,
depending on the context (location-time-group) Demand for Personalisation Have small-screen devices
Usability vital; WML to strip unwanted contents Content types no longer restricted to Voice &
Data – multi-media demanded Method of Usage – Pull preferred
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Mobile Technologies Mobile Technologies
1-2-3 Generations
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Enabling Technologies Leading to Mobile Enabling Technologies Leading to Mobile
Internet
Enabling Information And Communication
Technologies
MobileBusiness
MobileBusiness
+Extranet
Middleware+
Web Services+
Groupware+
IT Architecture+
•Mobile Networks •Mobile Satellite Communications•Infrared / Bluetooth•Radio Frequency Identification (RFID)
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MobileMobile TechnologyTechnology GenerationsGenerations
1G – 1980s; Analog; Voice only; 25 MHz; Poor quality and Insecure;
2G – 1980s-1990s; 900 MHz spectrum; Global System Mobile (GSM), Time & Code Division Multiple Access (TDMA, CDMA); Improved quality & security; Voice and Short Messaging Service (SMS)
2.5G – WAP enabled & Supporting Higher data rates; Facilitate Emails and Web browsing on Mobile devices;
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3G Technology 3G Technology (2000s) Third generation (3G) mobile telephony, 2000MHz range;
Dedicated 3G platforms using Wideband Code Division Multiple Access (W-CDMA)
Evolution of the 2.5G platforms to 3G by addition of: Enhanced Data rates for Global Evolution (EDGE) technology to
GSM; and EV-DO (Evolution-Data Optimized)/CDMA 2000 capability to
CDMA one. Time-Division Synchronous CDMA (TD-SCDMA)
Wide bandwidth; High speed Transmission; Huge network capacity; Global roaming.
VoIP, Fax, Email, Audio & Video Streaming, Multimedia services on demand, News & Sports
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4G – 4G – the Future Directions
2010s; 2-8 GHz; 20-100 Mbps target; Users themselves moving fast (200+ KMPH) 4G will be highly integrated;
Bluetooth, RFIDs, Personal Area Networks will all Converge; Extreme Personalisation
Phenomenal Research Issues Interoperability; security; QoS; Costs;
5G? Anybody’s Guess!! May handle users travelling at
Jet speeds?
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Next G! - TelstraNext G! - Telstra
The NEXT G network (claims Telstra) is up to 50 times faster than dial-up and up to five times faster than existing 3GSM networks
New network would boost the coverage and speed of Telstra's existing 3G mobile phone services (Independent telecommunications analyst Paul Budde, SMH, 6 Oct’06)
Not a substitute for a national high-speed broadband network.
He said about 90 per cent of mobile phone users used their phones for voice or SMS, compared with only 3 per cent currently using mobile networks to send data. (SMH, 6 Oct’06)
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Mobile ConvergenceMobile Convergence
Converged Devices Mobile handsets that are telephones, mobile PCs
with various applications (PDAs), MP3 players, radios, cameras, data storage devices, etc.
Facilitates Personalization; Security vital; Converged devices are expected to be the main
mobile growth driver (as per IDC)
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Mobile Telephony Mobile Telephony
Impact on Mobile Business
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Evolution to Mobile TelephonyEvolution to Mobile Telephony
First Public Mobile Telephone Service in Australia was launched in early 1980s
25 years on, mobile phone subscribers now almost outnumber fixed line subscriptions
Fixed-to-Mobile Substitution increasing Australian mobile phone users will grow by
7.4 percent to 19.2 million this year, with 100% penetration by 2008 (Source: IDC)
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Mobile Telephony CapabilitiesMobile Telephony Capabilities
Plain Telephony SMS (Short Message Service) Push to Talk (PTT) Mobile Data – various forms
WAP, Mobile Internet, Corporate IP connectivity New & Other Services
Content Services (ring tones, wallpapers) Location based services (LBS) Multi-mode handsets – integration with enterprise &
home networks
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Mobile Telephony TechnologyMobile Telephony Technology
The two main public mobile telephony service platforms currently in use are the: Global System for Mobile Communications (GSM)
standard; and Code Division Multiple Access (CDMA) one
standard. GSM/CDMA also support basic data
capabilities: General Packet Radio Service (GPRS) for GSM; and 1xRTT (Radio Transmission Technology) for CDMA.
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Mobile Enterprise TransitionsMobile Enterprise Transitions
A 3-Dimensional Framework
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Defining M-TransformationDefining M-Transformation(Marmaridis, I., and Unhelkar, B., M-Business 2005)(Marmaridis, I., and Unhelkar, B., M-Business 2005)
Mobile Transformation is:
“the evolution of business practices via the adoption of suitable processes and
technologies that enable mobility and pervasiveness.”
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Factors Impacting Mobile Enterprise TransitionsFactors Impacting Mobile Enterprise Transitions
Mobile Mobile OrganizationOrganization
Land-Based Land-Based OrganizationOrganization
Business
Human Resources
End Users
Cultural
Environmental
Technology Extending Global EnterpriseTransitions (Lan and Unhelkar, 2005) to Mobile Enterprise Transitions
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The Three Dimensions of a Mobile Enterprise The Three Dimensions of a Mobile Enterprise Transition Framework Transition Framework
MobileEnterprise
Transformation
Devices;Networking;
Security;
Users; Employees;Privacy; Health;
Trust; Convenience;
Business Processes;
OrganizationalStructures Technology
Methodology
Sociology
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M-Transformation AdvantagesM-Transformation Advantages
Personalization of customer service Improve projected image of Business
Dynamic customization of products and services depending on the location and density of potential customers at
a particular time and place. Flexibility in the workplace
Potential for Telework Potential for Improved Employee Morale
Increased internal business process efficiency HR; Supply Chains; etc.
Better information flow between systems Decisions can be taken quicker by making the necessary
information available between systems Potential for Integrated decision Making by Bringing decision
makers Together
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Case studies in Mobile BusinessCase studies in Mobile Business
Travel & Travel & TourismTourism
Travel & Travel & TourismTourism EntertainmentEntertainmentEntertainmentEntertainmentHealthHealthHealthHealth
Individual & Community;Queues in Emergency;Ambulances;
GovernanceGovernanceGovernanceGovernance SecuritySecuritySecuritySecurityBanking &Banking &FinanceFinance
Banking &Banking &FinanceFinance
International Coverage; Timely Updates. RFID;
Mobile Video Market
Instantaneous Balances;Loan cycle reduction;
Application to an Australian City councilFocus on Individual due to Uniqueness of Mobile devices
Mobile Agents; Portable PKI;Mobile Payments;
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Mobility: Emerging Mobility: Emerging Sociological IssuesSociological Issues
Security, Privacy, Ethics, Mobile Customers
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A Conceptual Framework and Propositions for the Acceptance A Conceptual Framework and Propositions for the Acceptance of Mobile Services of Mobile Services (Godbole, N., IMB2006 Conference 13-16 Feb’06, Sydney)
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The Personal CommunicatorThe Personal Communicator
Move from a telephone per household to a telephone per person
The Personal Communicator will be a mobile device; not a fixed phone
The telephone will not only be a converged multimedia communicator (voice, data and video), but also an entertainment and PDA device
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Mobile Cultural VariationsMobile Cultural Variations(Das, Wang and Lei, HRMB, 2006)
Attitude: Killing vs Saving time Movement: Public transport vs Car Role: Lifestyle vs Business Peer group: Teens vs Fire brigade Pricing: Free connects vs Paid calls
Party responsible for payments (self – parents)
Social Isolation vs ‘m’ Community
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Security & PrivacySecurity & Privacy
Policies to deter Mobile phones in: Secured areas Social areas where large number of people
gather (such as sports and entertainment venues)
Mobile Phones Camera Policy – ACS initiative (Abood, C., HRMB) Privacy laws need redefinitions.
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ConclusionsConclusions
Mobility influences Informative, Transactive, Operative and Collaborative aspects of Business
Mobile Enterprise Transition requires careful execution of an “MET” Process
“Mobilization” has 3 dimensions: Technology, Methodology and Sociology
Social dimension may prove Most Challenging.
Do you see Do you see what I see?what I see?
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THANK YOU !!THANK YOU [email protected]@methodscience.com; 0413-821-; 0413-821-454454