2023學(xué)年完整公開課版 Mobile Business Innovation下

雙創(chuàng)文化建設(shè)單位：深圳職業(yè)技術(shù)學(xué)院國(guó)家級(jí)創(chuàng)新創(chuàng)業(yè)教育教學(xué)資源庫(kù)司機(jī)Solution

to Information

InefficiencyTraditionaltaxiservice

model市民叫車、候車難缺乏舒適與便利安全與信任顧司機(jī)空行率高堵車頻繁成本高安全隱患社會(huì)市民司機(jī)抱怨交通堵塞環(huán)境污染社會(huì)安全SmartTaxi:LocationBased

Services

Better

information

Moreefficientmarketwithmatchedsupply&demand

(shared)

Moretransparencyon

route,

fare; easierpayment&

mileages

Win-Win-WinLocation-BasedSocialNetwork:PetsTracking&SocializingTrackpet

locationsPetsmakefriendsvia

GPSGEO-Targeted

MarketingDynamicpricing–customizedtime-sensitiveofferbasedon

locationLocation&timingdata

targeteddigitalcoupone.g.,highercouponvaluetoacustomerfarther

awaye.g.,in-storemicro-locationsinitiatecustomized&engagingoffers(complementarysales,competitioncoupons,

etc.)e.g.,rewardstoretraffic&product

touchMobilemoment:combiningreal-timeanalyticswith

marketingREAL-TIME

MARKETINGA

surveyof114digitalmarketersin18countriesin2014:88%CONSIDERITIMPORTANTTOTHEIR2014

PLANS76%USINGREAL-TIMEMARKETING

TODAY41%HAVEINCLUDEDITIN

THEIR2014BUDGETSMobile

apps

with

geo-fencing

&

SMS

is

most

important

in

real-time

marketingROIfromReal-Time

MarketingMarketingAutomation:AccuratelyTargetedSales&

Coupons

Consumersare10xmorelikelytoredeemmobilecouponsthanprint

couponsIntegrationofloyalty&rewardsprogramsHighrelevance,high

engagementBigdataforbusinessintelligenceRestaurantManagement

AppEfficientself-serviceSynchronized

managementInstant

customizationInventorycMakinglinesfaster!

ReasoChipotleisKilling

Mcdonald’s2013--

Chipotle: 9.3%sales

gain--

McDonald's: 1.4%sales

fallMobileMarketing

IntegrationStarbucks:3M+MobilePaymentTransactionsPer

WeekPaymentsLoyalty

programCoupons&

discountsPurchasehistory

dataBettercustomization

opportunityCRMGeo-locationbased

ServicesPush

Noti?cationsReal-time

CouponsB2B

MobileMarketingRelevance

Awareness

creationLead

generationDeeper

comparisonsHeavier

demosSales

nurturingAugmentedReality

DemoB2B:

Mobilize the

Salesforce

Mobile&interactive

presentationsEngagetheaudienceFacilitatedecision

makingCloudcomputing&

customizationCustomer

supportPotential onBusiness

Intelligence

Howdoyouseeyourcompanyandbusinesscan

benefit?Smartdevicesprovidehugedataofhigh

accuracyEffectiveandefficientuseofsuch

informationNurtures&discoversdemandMatchesdemandwith

supplySupplymanagementinefficient

waysM-BusinessApplication

Areas

M-commerce:Mobile

marketing:Mobile

CRM:Mobile

operationfast&easytransactionshighrelevance,bigdataeffectivecommunicationcompanyinternalWin-Win

Co-opetetion

ValueCreation&

AppropriationHowewillconsumersbebetteroff?Howwillwireless

providers…participatecapturethe

valueHowilltheinnovativebusinessgrowand

how?marketpower

controlnetworkeffects