KEMBA 2005 Scenario Page

Welcome to the KEMBA 2005 Scenario Page. Here our scenarios will be listed. We developed three scenarios:

• Future of Mobile Television in 2010 (in Korea)
• Future of Mobile Internet in 2010 (in Korea)
• Future of Mobile Commerce in 2010 (in Korea)

Group 1 (M-Commerce)

• Uncertainty
  • how many people can use mobile commerce(customer)
    • Uncertainty for the size of mCommerce Users
  • how much money they are spending (market size)
  • do they feel convenient to use the current terminal has small screen? (use friedly, Customer satisfaction)
  • which industry has the most potential growth and benefit?
  • are there any difficulties in using mobile commerce?(obstracles)
    • Goverment regulation and direction issue, social agreement on mCommerce
  • security
    • Hacking, Virus, etc
  • Difficult to project required infrastructure size supporting mCommerce such as CRM, customer service, etc.
  • profitability:
  • delivery system
    • seamless connection with supply chain and logistic network to deliver without any issues (delay, damage, breakage, etc)
  • How fast could the technology be mature and also meet customers expectation?
    • Terminal development, Standard
  • chip ownership
    • Who is going to have ownership for issuing mCommerce chip, Service change, the cost, etc
  • payment system
    • Safty and secure payment system, Integrated chipset for query, managment and mornitoring
  • Due to using mobile wireless technology there could be the limitation of information size of mCommerce and high communication cost
  • Lack of content and service

• Reserch Questions
  • current mComerce user
  • market and transaction size(industries)
  • feed-back for user
    • customer satisfaction score
  • what’s the problems of using mobile commerce
    • to fix issues in using mCommerce
  • standardization for mCommerce
  • the intention of user(potential)
    • market research for reaction of end users
  • supply of devices
    • Production scheduel and development status research
  • solutions and software
    • Current service types and the size among other services
  • benefits( in view of firm)
    • are the mCommerce corporate making profit? when is the even point?, do they keep expanding the business?
  • customer service
    • technology development
    • Current technical development status and coming new tech could give some unique services?
  • How many services could be served with mobile?
  • Which sector could make good profit among mobile services?
  • What way could change the thought about mCommerce from negative to positive?
  • How will mCommerece evolve?
  • what can make mCommerce being success?

• Driving Forces
  • portability, mobility and ubiquity
    • Small and easy access in anywhere and at anytime
  • personalization
    • Be able to be customization for personnel (personnel bank, personnel commerce portal)
  • Tracebility
    • Be able to check users location and then pushing customized service to the user
  • security
    • Terminal and chip security
  • integration, Consolidation and diversification
    • All services like financial transaction, online service, education, transfortation, etc., should be done in a terminal and a chipset.
  • portal service
    • customized portal service having variety of information searching function
  • real time customer service
    • process customer's issues quickly and also enhanced customer contact solution-convenient and real time service