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4G Ecosystem: Mobile Value Added or Mobile
Commerce for the 4G space - what’s next?
National Institute of InformaticsJapan
Hitoshi Okada
©2010 Hitoshi Okada Japan
What is E-Money?
History and Definition.
Agenda 1
PrepaidCard
OnlineE-Money
PrepaidE-Money
CreditCard
Debit Card
PostpaidE-Payment
E-Money（Widely）
NII©2008HitoshiOkada
Coupon
PrepaidE-Money
PostpaidE-Payment
ＰＡＳＭＯ
Ｅｄｙ
ＩＣＯＣＡ
WAONnanaco
iD PiTaPa
©2008HitoshiOkada
Suica
Mobile
QUICPay Visa Touch
Distribution
Transport
E-Money （Private Railways）
Why E-Money, not Money?
Perfect Matching for Consumer Needs
Agenda 2
E-Money Marketing
At a Daily Store
Agenda 2-1
1st week 2nd week 3rd week 4th week
Loyalty ↑ ⇒ Discounted ↑
10,000--1%
1st week 2nd week 3rd week 4th week
Loyalty ↑↑↑ ⇒ Discounted ↑↑↑
--3%--3%
Why Mobile E-Money, not Smart Card
At a Shopping Centre
Agenda 2-2
enter look lunch buy leave
Consumer Changes Time after Time
I am soexciting
～
How about our lunch menu ?
Our Seasonal Recommend
Have a Dinner?
enter look lunch buy leave
I am soexciting
～
Enjoyshops
Good Taste
Favorite Shop
Persona
Category Targeting
Consumer Changes Time after Time
Consumers’ Acceptance
How people accept E-Money?
Agenda 3
©2010 Hitoshi Okada Japan
Innovators Early adopters Early majority Late majority Laggards
Reference: Rogers, M. Diffusion of Innovation 1995.
Innovators Early adopters Early majority Late majority Laggards
Entertainment Usability Profitability Public Policy
EcologicalSocial Welfare
Key Factors
Critical Success Factors of E-Money
Conclusion
Usable + Profit + Entertain + Public Policy
Key Success Factors
A Future of E-money
