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Mobile Commerce -KTF-

Mobile Commerce -KTF-. 2007. 5. 29. Team 5 IME Kim Jae-jung IME Heo Jun-yeon IME Hong Sung-uk. Contents. contents. What is M-Commerce?. Company Introduction. KTF’ Strategies. Discussion. Company Overview. Company Overview. Established in December, 1996 “ 한국통신 프리텔”.

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Mobile Commerce -KTF-

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  1. Mobile Commerce -KTF- 2007. 5. 29. Team 5 IME Kim Jae-jung IME Heo Jun-yeon IME Hong Sung-uk

  2. Contents contents What is M-Commerce? Company Introduction KTF’ Strategies Discussion Company Overview

  3. Company Overview Established in December, 1996 “한국통신 프리텔” the first ranking in mobile communication area on ‘Business Week’ in June, 2002. The second largest company in mobile communication industry in Korea K-merce, a brand name of KTF, is one of main items of KTF.

  4. Contents contents What is M-Commerce? Company Introduction KTF’ Strategies Discussion Definition Characteristics Perspectives

  5. Definition of M-Commerce Definition The buying and selling of products or services by using wireless handheld devices such as mobile phones, smart phones, PDAs and so on. Usage M-commerce enables us to deal with tasks such as private banking, ticketing and some kinds of payment over a mobile telecommunications network.

  6. Product and Service localization Product personalization Mobility Ubiquity enhancement M-Commerce Instant connectivity Security Convenience Reachability Characteristics of M-Commerce Value-added attributes Characteristics

  7. Slowness due to security problems • Small and uncomfortable input method and UI • Lack of standardization • Security and privacy problems • Need for enormous investment costs to build infrastructure • Estrangement between excessive expectation and reality • High diffusion rate of mobile phones • Portability • Ubiquity • High expected profits Disappointment Growth Excessive expectation K-Merce 98 99 00 01 02 03 04 Perspective of M-commerce UP Down

  8. Contents contents What is M-Commerce? Company Introduction KTF’ Strategies Discussion Definition of K-Merce Business Model of K-Merce

  9. Life Reservation and discount services for movie, public performance, travel and airline. Finance Financial services for stock, banking, loan and insurance. Shopping Service for cooperative buying, on-line auction, total shopping service. Payment Electronic payment by mobile phones. Definition of K-Merce Definition A private brand of KTF for M-Commerce which started in April, 2002 Usage K-merce is a service based on wire and wireless internet. It helps people pay easier by electronic devices like cards, mobile phones and electronic purses.

  10. Business Model of K-Merce Customer Contents Provider Bank

  11. Contents contents What is M-Commerce? Company Introduction KTF’ Strategies Discussion SWOT Analysis Future Strategy Further Improvement

  12. Strength • Because K-Merce is the first brand of M-commerce, it is easy to get big market share. • KTF already has young customers, so it is easier to focus on young people. • Weakness • A brand equity of KTF is lower than that of SKT. • lack of originality of mobile service is a problem. Its services are similar to those of SKT • Opportunity • Today, many people are interested in M-commerce. • Demands for new way of payment and financial system are emerging. • Threat • Because of the mobile phone not suitable to read many information, it is hard to structure commerce in mobile environment. • It is harder to protect privacy and solve security problem than E-Commerce and other off-line commerce. • It is not attractive to old people. SWOT Analysis W S T O

  13. Future Strategy Expanding its business by more partnerships with other companies in order to make consumers be close with K-merce. Making safer and faster environment of M-Commerce by collaborating with a security company. Making standardization of M-Commerce Industry by collaborating with internal competitors.

  14. <Present state> <Future state> High High Usability Usability Low High Low High Strategic collaboration Strategic collaboration Further Improvement • M-commerce industry is a Red Ocean. Therefore, KTF have to maintain existing customers and snatch competitors customers. • KTF should use CRM or other customer-related strategy to obtain customers’ loyalty • The characteristics of present contents of M-commerce are similar to web1.0 contents. The contents will change into web 2.0 contents. KTF should find a solution to change the contents into web 2.0 contents to be a leader of web 2.0 era.

  15. Thanks for your teaching!! Prof. Suh Eui Ho Special Thanks to………

  16. Q & A

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