M-COMMERCE
o location determinant o location indeterminant From 'who are
you?' to 'where are you?'
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This
page last updated 2008 Oct 08
see related page www.witiger.com/ecommerce/mcommerce~GPS.htm
INTRODUCTION | The purpose of the following
discussion is to arm the reader with some thoughts and questions that will
allow her/him to be able to subsequently judge wireless developments in
2003 in a way that will contribute to decision making in challenging environments.
Upon completing this section, the student will have an understanding of how the "P" for Place (in the 4P's) may change in the environment of m-commerce. |
This entire unit (as of 2008 Oct 07), was delivered as a mini-lecture by Prof. Tim Richardson, digitally recorded, and posted on YouTube 2008 Oct 08 |
KEY
POINTS |
Terminology
location determinant - means the location of the business is determined by several factors such as customers, suppliers, etc. location indeterminant - means the location of the business can be anywhere - there are no determining factors as long as the customer can get on the WWW, they can interact with the vendor anywhere WTGR |
the
human business
relationship experience: location determinant
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16th
century Germany - the village blacksmith locates his forge next to the
inn, which has stables for horses (which needs his horseshoes) and cooks
that need his metal utensils - he is across the street from the local church
which draws a large group of travellers from the outlying farms twice a
week.
20th century Scarborough - the Macdonald's franchise owner buys real estate across from the local high school, which is adjacent to a medium size mall which is only served presently by a Becker's and a Tim Horton's. Both of these situations are location determinant - meaning the factors of
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the
human business
relationship experience: location
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21st
century downtown Toronto - February 2002 - a renovated building in the
fashion district, now housing dot.coms. A website with small sized consumer
products for sale. Content is multilingual and payments systems are varied.
Shipping is cost effective.
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the
human business
relationship experience: location determinant |
21st
century northern Mississauga - October 2007 - a renovated warehouse formerly
belonging to Nortel Networks. A m-commerce service center uses advanced
Bluetooth technology to target cell phone carrying pedestrians in the downtown
Toronto core. The client: Tim Horton's which has been specializing in small
size franchise locations.
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advanced technologies facilitated by GPS technologies |
The basics of the story is, as Paul outlined in the first sentance "Social networking sites
and advances in mobile technology are giving advertisers an unprecedented
ability to focus their pitch to a very specific focus group: you."
"One of the greatest weaknesses of marketing is you don't know location, you don't know how close people are to your store... But if advertisements were tied to a phone's GPS, the consumer might get an ad telling them not only about a sale nearby, but how to get there...This could be the holy grail for advertisers, the next killer application," |
advanced technologies revealing privacy vulnerabilities |
While such a capability may be possible Richardson says "People become a little nervous if they think you know too much information about them...If you target them too closely, it can have an adverse or opposite effect," "Even when consumers know how and where the information is being obtained — for example, through a MySpace page or a Google search — there's still a sense that privacy has been violated," said Richardson. read the full article at
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