Motivation. offer many different application fields, such. Location Based Services (LBS)

Transcription

1 Motivation Lecture 14 Examples for mobile Applications Mobile Business I (WS 2007/08) Prof. Dr. Kai Rannenberg Chair of Mobile Business and Multilateral Security Johann Wolfgang Goethe-University Frankfurt a. M. urce: T-Mobile] [Sou M-Commerce and its related technologies offer many different application fields, such as: (LBS) How do theses services and applications look like? Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 1 Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 2 Overview Examples for mobile Applications (LBS) Overview on LBS Examples for LBS Applications (LBS) Introduction What is a so-called Location Based Service (LBS)? Position information as a basis for an application. In most cases a part of the mobile infrastructure. Data communication is needed to provide the service. Focus on based on wireless data networks WLAN GSM, UMTS etc Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 3 Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 4

2 Purpose of LBS Major purposes of LBS are provision of a useful service for the society (e.g. in e-government) and/or generate revenues (commercial providers, such as mobile operators or service providers) One needs: technology basics an application with a business model fulfilment of other requirements (business relations, laws, ) Positioning Methods Network external source of information about location User input Satellites: (A-)GPS (USA), Galileo (EU) Position senders (Radio, Infrared) WLAN positioning Peer to Peer Network internal source of information about location Cell-ID Measuring characteristics of the radio signals, e.g. arrival time and ankle Often the terminal is involved in the positioning: Terminal positioning (GPS, Galileo) Hybrid positioning (A-GPS) Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 5 Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 6 Usually variants of this infrastructure Infrastructure for LBS Business Relations LBS require many relationships among involved parties Provider of a location based application Service contract Service provision Payment Provider LBS Localization Communication Payment Identification Localization Payment Mobile user Radio network, mobile radio Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 7 Mobile user Radio network, mobile radio Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 8

3 Business Relations There may be different business relations: User pays provider and network operator separately. User solely pays via network operator; provider is paid by the network operator. Creation of location information may require investments and operational costs for both user and network operator. Infrastructure In special cases one can also think of other options Peer to Peer (P2P) Stationary communication Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 9 Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 10 Future Outlook on Research & Teaching Privacy yprotection with regard to Location Based Services (LBS) and Identity management in M-Commerce are examples for research topics at our chair. Privacy and Identity Management for Europe (PRIME, p p j ) Develop solutions to empower individuals to control their privacy and manage their identities Trigger deployment of privacy-enhancing identity management solutions. Overview Examples for mobile Applications (LBS) Overview on LBS Examples for LBS Applications Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 11 Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 12

4 LBS Examples Example: Navigation LBS can be used for a variety of applications. Examples are: Navigation, using mobile devices Watching children (Child Watch) Mobile Disaster Warning NaviGate from T-Mobile Mobile device with an external GPS receiver e Routing data on server Traffic jam information on server Route calculation on server GPRS/UMTS communication for routing requests Carrier earns data charge. The provider earns royalty. Payment per invoice of mobile phone (0,99 per routing, 9,95 flat-rate) Mobile Device+ Routing Software GPS Receiver Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 13 Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 14 Child Watch I Child Watch II Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 15 Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 16

5 Child Watch III Child Watch IV Children have GSM-GPSGPS system on wrist. Price: US$ 199,99 (399,99) Example Service Plan: Liberty US$ 19,95 (25) /Month 4 free 911 alert calls, any further call US$ free localisations, any more US$ 0,95 Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 17 The new marketing concept Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 18 For Seniors also In Chile marketed by a mobile operator (Entel PCS) I Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 19 Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 20

6 In Chile marketed by a mobile operator (Entel PCS) II Disaster management using LBS The Challenge I 21 Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 21 Tsunami in the Indian Ocean, December 2004 Animation provided by Vasily V. Titov, Associate Director, Tsunami Inundation Mapping Efforts (TIME), NOAA/PMEL - UW/JISAO, USA. Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 22 Disaster Control The Challenge II Disaster Control The Approach Several million humans live in areas regularly threatened by disasters. The Population increases in threatened areas; concentration in large cities or at populated coastlines. Civil protection authorities have to manage small area disasters as well as large-scale disasters. With location based warnings the population of specified regions can be alerted in case of disasters. [FritscSchern2005] Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 23 [FritscSchern2005] Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 24

7 Disaster Control The Approach Disaster manager operates location aware disaster warning system. Mobile networks deliver position of mobile phones within the disaster area to the disaster manager. Disaster manager issues context-dependent warnings to mobile phones. Specialists (medics, fire fighters, etc.) can pre-register and be identified by their role for special notifications The Population can register relatives or property for individual notifications. Based on [FritscSchern2005] The use of wireless networks in disaster warning has many advantages: Location-independence Disaster Control The Approach Location based warning Warnings possible in the phone owners language Battery-powered phones survive some time after an incident, so can the networks. [FritscSchern2005] Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 25 Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 26 Disaster Control and Multilateral Security Overview Examples for mobile Applications Configurability What is the reason to be informed? Who is informed? Who belongs to my trusted third party? Technical Data Protection Cryptographic protection in normal mode (Horror scenario: location data queries per year from the police due to Gefahr im Verzug, G10-Law) Emergency mode Override the settings of a victim under controlled terms and conditions (state t of emergency etc.) Observation mode How many mobile phones do still /not anymore move in the disaster area? Is it allowed to reveal their identity offhand? (LBS) Overview on LBS Examples for LBS Applications Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 27 Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 28

8 Mobile Shopping Introduction Mobile shopping describes the actions being taken to purchase goods and services using a mobile device. Currently, there are two different applications for mobile shopping: Mobile Internet shopping Price comparison platforms for products The mail order retailer Otto offers a mobile shopping solution: Accessible at mobile.otto.de Full access to all articles being sold by Otto Direct ordering of articles On demand price comparison possible Mobile Shopping Example: Otto 2007 OTTO Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 29 Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 30 Mobile Shopping Example: Price Comparison Overview Examples for mobile Applications Find the nearest gas station Community-based service (LBS) Overview on LBS Examples for LBS Applications Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 31 Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 32

9 Mobile Ticketing Introduction Mobile Ticketing Technologies is not new prototypes were introduced in 2002 Purchase tickets (public transportation, parking tickets, etc.) by using a mobile device. Examples: Frankfurt (RMV, VGF) myhandyticket Deutsche Bahn Tickets 07] ource: RMV 200 [So There are different ways to issue a ticket: SMS-based, containing an ID code MMS-based, containing a barcode Special mobile devices, offering an interface for accessing the digital ticket directly (e.g. by Near-Field Communication (NFC) or RFID) Your ticket number is: #1223!3ADR NFC enabled device and reader Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 33 Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 34 Mobile Ticketing Example: RMV-HandyTicket Mobile Ticketing Example: myhandyticket Available since 2006 Works on all modern mobile devices, supporting Java. Payment via credit card or bank transfer How does it work? A customer has to create an account at setting up a PIN for his/her transactions. After that, an SMS is sent to the mobile device, including a link for the download of the Java application. After the application is installed, the customer can log-in and buy tickets. The tickets are stored on the device. e: RMV 2007] [Source SMS-based ticketing system User needs to create an account at myhandyticket.de (bank account, etc.) How does it work (public transportation): The customer calls the toll-free ordering hotline sign-posted at a bus-stop. The customer has to wait on the line for the announcement that a ticket will be sent. The ticket is sent via SMS as a 6-digit code. Other applications for myhandyticket Public transportation (e.g. Köln) Museum tickets (e.g. Museum für Kommunikation in Hamburg) Concert tickets Parking tickets (e.g. Wiesbaden) yticket 2007] ource: myhandy [So [RheinMainVer2007] Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 35 [MyHandyTicke2007] & [KölnerVerke2007] Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 36

10 Mobile Ticketing Example: Bahn Handy-Ticket Overview Examples for mobile Applications Internet/MMS-based ticketing system The creation of an account/sign-up in the Internet is needed before. How does it work? Customers access mobile.bahn.de, using their mobile device. Here, they can book a train connection or place a reservation. After the customer is authenticated by a PIN, the ticket is sent via MMS as barcode. Additional costs for the tickets result from using the data services (MMS, WAP) of the mobile operator. hn 2007] e: Deutsche Bah [Source (LBS) Overview on LBS Examples for LBS Applications Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 37 Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 38 M-Payment Introduction M-Payment is not a new (additional) means of payment, but is using existing mobile devices. It is often argued that mobile payment services provide several advantages to customers such as: Mobility properties enable the efficient utilisation of travel and waiting time. Value Added: The Customer s s perspective But: are these advantages obvious to customers? And: How do these advantages relate to traditional means of payment? Increased comfort & user friendliness through the independence towards time and place (particular due to the fact that there are less and less branches). In conjunction with personalised offers, spontaneous, time- independent shopping & payment is enabled. Enhanced security with regard to payment transactions in the on- & offline-world. Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 39 Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 40

11 Different parties with different interests Customer and merchants Network operator Intermediary Financial Service Providers Merchants M-Payment M-Payment Parties Intermediaries Banks Network Customers Providers operator Some relevant Interests in the M- Payment-Area Customers: Only a small number of (trustworthy) parties should have access to personal financial data. Merchants: Accepted payments should be enforceable. Network operators: Offering of new (security-relevant) services (e.g. billingservices) Banks: Controlling the payment-process Central Banks: No direct C2C payments to avoid a shadow currency Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 41 Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 42 Examples for M-Payment Systems / Consortia Orange Mobile Payment, Denmark (Orange Denmark, PBS, Gemplus, telia) Paiement CB Sur Mobile, France (Orange France, CB, SFR) Paybox, Europe (Deutsche Bank, Debitel till 2002) Moxmo, Netherlands and Germany (till 2004) Mobipay, Spain (Telefonica, Vodafone, Amena, BBVA, BSCH, Sermepa, Sistema 4B, Euro 6000) Simpay (T-Mobile, Telefonica, Vodafone, Orange, O2, TIM, Debitel till 2005) PayPal Mobile (Ebay - since 2006) M-Payment Criteria for successful M-Payment Acceptance of the technology Costs for transactions ti Handling of the payment system Security of the payment system for all involved parties (Multilateral t l Security) Common Standards Criteria However: The absence of a single established standard for the mobile handling of payments results in several problems: No (consistent) accustomed usage schema from the customers Lack of trust in the security Lack of M-Payment opportunities offered by merchants General Market Situation: many consortia, lots of accounts, etc. Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 43 Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 44

12 M-Payment Example: Dial-A-Coke Mobile Banking & Brokerage Dial-A-Coke works on special soft- drink vending machines, allowing the customer to pay his/her drink using a GSM mobile phone. A customer simply has to dial the phone number of the vending machine and the requested drink will be dispensed from the machine. The requested article will be charged to the phone bill. Works alongside with standard coin- based vending machines Dial-A-Coke is already available in Japan, Australia, and the USA Coca Cola [CocaColaComp2007] amachine and the requested drink will Allows the customers to: Access & manage stock depot (buy/sell stocks, etc.) Access general account information Look-up stock prices Prerequisites: it WAP/Internet enabled mobile phone Subscription for the mobile service Access credentials (mobile PIN/TAN) [Source: T-Mobile] Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 45 Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 46 Overview Examples for mobile Applications (LBS) Overview on LBS Examples for LBS Applications Mobile Marketing Introduction Mobile marketing refers to direct marketing to mobile devices (PDAs, mobile phones, etc.). Currently, there is no common understanding of the term Mobile Marketing, since it is often reduced to SMS- or MMS-based actions. However, new business models are coming up (cp. lecture 7). Mobile marketing technologies include SMS, S MMS, mobile Internet, etc. Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 47 Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 48

13 Mobile Marketing CRM for Frequent Flyers Overview Examples for mobile Applications Mobile customer relationship management (CRM) system, offering additional services to customers Idea: When travelling to the airport, a passenger/frequent flyer is supported and monitored by means of mobile technology (e.g. LBS). Added services: If the support system recognises a delay of the passenger (e.g. caused by a traffic jam), additional services (rapid check-in, direct parking, etc.) are automatically offered. Advantage: Check-in times are reduced. Frequent flyers get personalised, value-added added services. (LBS) Overview on LBS Examples for LBS Applications Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 49 Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 50 Mobile Entertainment Introduction Mobile entertainment includes all mobile services that offer contents via a ubiquitous infrastructure (e.g. mobile devices), solely for the purpose of entertainment. Potential usage of selected Mobile Entertainment Services Which interest do you have in the usage of the following Services? Mobile Entertainment Service Usage in Germany Unlike the stationary Internet, such mobile entertainment services are not offered free of charge, but on a subscription or per usage basis. Currently, the following mobile entertainment services exist: Mobile Audio (music, ring-tones, etc.) Mobile Gaming Mobile Logos Mobile Video (video clips, Mobile TV) (LBS) with a reference to entertainment obile] [Source: T-Mo Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 51 Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security Based on [BuseSiegmund2006] 52

14 Mobile Entertainment Outlook Literature There are many innovative ideas around Currently mobile content (logos, ring tones, etc.) are the top-sellers. However gaming application are still limited due to device characteristics this might change in future. What are the future mobile entertainment killer applications? Interactive Mobile TV? Location based gaming? [Bahn2007] Hand-Ticket der Bahn (2007), ticket, accessed [BuseSiegmund2006] Buse, S. and Siegmund, K. (2006): Mobile Unterhaltungsdienste: Hohes Nutzungsinteresse trotz Seriositätsdefiziten, www1.uni-hamburg.de/mcommerce/entertainment/abschlussbericht.pdf, accessed [CocaColaComp2007] The Coca-Cola Company (2007), colacompany.com, com accessed [FritscSchern2005] Fritsch, L. and Scherner, T.: A Multilaterally Secure, Privacy-Friendly Location-based Service for Disaster Management and Civil Protection, Proceedings of the 2005 AMCIS, Omaha, USA, [KölnerVerkeh2007] Kölner Verkehrs-Betriebe (2007), accessed [MyHandyTicke2007] myhandyticket (2007), accessed [RheinMainVer2007] Rhein-Main-Verkehrsverbund (RMV) (2007), accessed Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 53 Mobile Business 1 (MB 1), WS 2007/2008, Professur für Mobile Business & Multilateral Security 54