M-Commerce Seminar
Overview A seminar looking at M-Commerce with the development of Mobile Business utilising Universal Mobile Telecommunications Systems (UMTS), using Case Studies for examples. Duration: ½ Day
Who will benefit?
Professionals from strategic planning, business development, product development, sales and marketing functions. Professionals dealing in technical functions wanting to extend their knowledge to the business aspects of UMTS technology.
Prerequisites
None
Course Objectives
By the end of the course delegates will be able to describe: • The mobile industry, market developments and mobile business • How UMTS can be used to construct a really positive business model • The industry needs in business, marketing and service development area.
Course Content
The Dawn of a New Era - UMTS		End-User Survey
Business Opportunities with UMTS. Mobile Data the Solution. Market Trends. Prepaid Growth and Mass Market Penetration. Operators Churn Rates. Motivation for 3G. Growth of Mobile Data. Mobile vs. (Fixed) Internet Penetration in Europe. Market Overview - Germany. Market Overview - Finland. Connected PCs vs. Mobile Data Handsets. Mobile Subscribers by Technology. Revitalisation of Mobile ARPUs with Compensation of Mobile Data. Customer Segments with Specific Mobility. Mobile Data Value Chain. Ownership of the End-User. Main players in the Mobile Data Business. UMTS Generic Business Models. Business Models - Customer Focus & Services Portfolio. Non-Voice Evolution - Impact on Operators. Non-Voice Revenue Streams. Integrated mOSP (& mASP) - Key Success Factors. Establishing mOSPs (& mASPs). Examples of New Mobile Data Players. Strategic Path towards Integrated mOSP (& mASP). Case Studies - NTT DoCoMo I-mode (Japan). Case Studies - Sonera Zed. Case Studies - Virgin Mobile. UMTS Business Plan. Non-Voice ARPU Evolution - The End Customer's Perspective. Non-Voice Revenue Streams. Voice and Non-Voice ARPU Forecast Methodology. Business Plan Excerpt.		Methodology. Residential. Business. Residential Users: Acceptance of Mobile Data Services. Business Users: Acceptance of Mobile Data Services. Potential Monthly Spending. Willingness to Switch Operator. Preferred Form of Tariffing. Preferred Way of Charging Depending on Usage. Preferred Way of Billing. Acceptance of Advertising. Preferred Appearance of Advertising. Residential Users: Marketing of Services. Business Users: Marketing of Services.
		Applications in the new mobile world.
		Applications are Critical in the New Mobile World. Mobile Data Market Drivers. Mobile Data Enabling Applications. Success of Mobile Data Applications. Application Categories. Mobile Application Evolution. Applications on the Move. Applications over Time.