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Making Real World Media: New Business Models based on NFC



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  • 저희 회사는 현실 공간을 미디어로 탈바꿈시키는 회사입니다. (지금 여러분이 계신 공간은 미디어 기능을 하지 못하고 있습니다. 그러나, 여러분 주위에 NFC태그와 같은 IT기술이 존재하게 된다면, 아주 손쉽게 이 공간이 미디어로 바뀌게 됩니다.)저희 회사는 현실공간을 미디어로 만드는 과정을 지원하는 플랫폼의 역할을 하고자 합니다.현실공간을 미디어로 만들어가는 과정에서 발생하는 필수적인 것을 플랫폼으로 만들어, 여기에 참여하는 경제주체가 효율적으로 서비스를 만들어 가치와 수익을 창출하고 공유하는 것을 도울 것입니다.
  • New Future Comes!새로운 미래가 오고 있습니다.NFC 시대가 오고 있습니다.Near Field Communication
  • NFC에 의한 Touch는 WWW의 Click에 비견할 만한 혁명적인 변화를 가져올 것입니다.이 Touch를 강조하고자 Love를 결합했습니다.“Love is Touch”는 John Lennon의 명곡 Love에 나오는 가사입니다.
  • LIT는 이 모든 것을 혼자 하지 않습니다.철저하게 개방 혁신 전략으로 갑니다.Simple Platform 전략LIT는 간단한 것만 할 것입니다.NFC계의 Twitter/Facebook이 될 것입니다.특별한 것들은 파트너들이 지역과 분야의 실정에 맞게 하시면 됩니다.저희는 용역을 하지 않습니다. 을을 하지 않습니다. 그렇다고 갑을 고집하지 않습니다. NFC 2.0 전략: Open NFC 전략 (vs. Secure NFC 전략)We bet on OPEN NFC!


  • 1. 2011 CSSG (Customer Strategies for Sustained Growth) Conference @ INSEAD
    Making Real World Media:
    New Business Models based on NFC
    Dr. Kyoung Jun Lee
    Prof. of School of Business, Kyung Hee University, Seoul, Korea
    Director of
    Founder of LoveisTouch Inc.
  • 2. NFC?
    National Football Conference of NFL?
    National Football Club in Korea.
    Near Field Communications
    New Future Comes !
    A set of short-range wireless technologies, typically requiring a distance of 4 inch or less.
    NFC operates at 13.56 MHz and at rates ranging from 106 kbit/s to 848 kbit/s.
  • 3. Diffusion of NFC Phones
    • Google Nexus S
    • 4. Google’s 2nd Reference Phone
    • 5. Samsung, Google, & T-Mobile
    • 6. 2010. 12
    • 7. The 1st NFC Phone in U.S.A
    • 8. Samsung & Korea Telecom
    • 9. 2010. 11
    • 10. 1st NFC Phone in Korea
    • 11. Samsung Galaxy S II
    NOKIA and LG announced that their all smart phones will have NFC.
    Apple’s iPhone 5 is predicted to have NFC.
    In 2015, 50-80% of all the phones will have NFC.
    Korea government has a plan to provide 5 million NFC phones in 2011.
  • 12. If you have a NFC phone
    Your phone can play role of your credit card.
    Card Emulation Mode
    “pay by touching a Dongle”
    Your phone can read and write other RFID tags.
    Reader/Writer mode
    “buy movie ticket by touching a NFC tag attached to a movie poster”
    Your phone can interact with other NFC devices.
    P2P(Peer-to-Peer) Mode
    “The current paper business card will disappear in ten years”
  • 13. 5
    NFC: New Future Comes!NFC as the first step to Ubiquitous Society
    Web-Based Commerce
    Internet made new way of commerce: Amazon, eBay
    Web-Based Media
    Internet made new way of using Media: Google, Facebook, Twitter
    Smart Phone as Product-Service System (PSS)
    iPod/iPhone/iPad + iTunes/AppStore
    The Next Big Thing is NFC
    NFC-Based Commerce
    NFC-Based Media
  • 14. 6
    Definition of NFC-Based Commerce (evolved from Definition of U-Commerce (Lee 2005))
    Defined as the commercial interaction
    among providers, consumers, products, and services,
    enabled and supported especially by
    Seamlesscommunication of each entity's (digital) information
    Using NFC technology.
  • 15. 7
    NFC-Based Commerce Business Models
    U-Referral Marketing (Lee & Lee 2006)
    U-Comparison Shopping (Lee & Suh 2006)
    U-Payment & U-Receipt (Lee, Ju & Jeong 2006)
    U-Recommendation (Kim, Lee & Kim 2006)
    Tag Match Advertising(Lee, Lee, Jun 2007)
    Home Order by RFID(Lee, Kim, Oh 2008)
    U-Insurance(Lee & Oh 2008)
  • 16. Three Core NFC-Based Commerce Models
    UbiComp 2008 Demo
    A Referrer
    Referral Marketing
    Product itself will become sales platform !
    RFID Tag
    - A potential customer scans the NFC tag of a prior purchaser’s product with a NFC phone
    - If the potential customer buys products, the prior purchaser gets a referral fee
    Referrer’s product
    Comparison Shopping
    Tag-Match Advertising
    Touch & feel the product real world, and buy it online !
    The AdSense in Ubiquitous Era !
    - A consumer views the products in offline store, and then, receive information about online retailers
    - When consumer buys product online through offline seller, offline sellers can receive incentives from other retailers
    Tag-Match Advertising exposes proper ads to users through ‘Tag Match’, a new process based on the information on users and the information and contents about tags
    On-line Sellers
  • 17. Tag Match Advertising(Lee et al. 2007)
    Lap Top A1-4524
    1. Basic Information
    2. After Service Request
    3. Price Comparison
    Related Products
    1. Best Lap Top Briefcases 30 for Young Men”
    2. Accessories
    3. Similar Lap Tops
  • 18. 10
    Tradeoff between Privacy and Seamlessness in Commercial Transaction (Lee 2005)
  • 19. The Reduced Privacy (if any) should be compensated by a Benefit or Incentive
    (Lee 2005)
  • 20. 12
    Definition of U-Media (Lee 2006)
    The media in ubiquitous environment not only takes advantage of human biological systems, but also the digital systems of human beings while conventional media appeals only to people’s bio-systems.
    U-Media is defined as a media where human creates and consumes content through not only human cognitive and perceptual processes but also through the interactions between surrounding digital systems
    c.f. Marshall McLuhan
    Media are extensions of our senses into the public domain
    A medium is a technological or artificial extension of a bodily faculty.
  • 21. 13
    Examples of U-Media
    NFC-Embedded Display (Lee & Yoon 2007): e.g. Taxi Cab
    NFC-enabled Exhibition (Lee & Jun 2007):
    NFC/ZigBee-Based(Lee & Jun 2009)
    NFC-Embedded Billboard (Lee & Lee 2007)
    NFC-Embedded Book (Lee & Park 2007)
    Open Business Model for Augmented Book Integrated with Mobile Phone (Park, Lee, & Casalegno 2010)
    U-Camera & U-Photo (Lee & Ju 2007): The camera that takes photographs of digital links as well as real world image
  • 22. 14
    Exhibition Using NFC (Lee & Jun 2007)
  • 23. Commerce-Media Integrated Space (Lee2007)
    Commerce-embedded Media
    Media-embedded People
    Media-embedded Product
    Media-embedded Place
  • 24. 16
    Media Embedded Place & Product
    Media Embedded Place
    Ad Hoc Peer-to-Peer Recommendation in U-Environment(2006)
    RFID-Based Attendance Management(2007)
    Media Embedded Product
    U-Referral Marketing(2005, 2006)
    U-Comparison Shopping(2005, 2006)
    Tag Match Advertising(2007)
  • 25. Web as the existing Commerce-Media Integrated Space
    The current world wide web shows the commerce-media integrated space by itself.
    The notion of the commerce-media integrated service space is coined from observing the commercial evolution of the World-Wide Web (WWW).
    WWW has been regarded as a space from its inception. The space is a labeled space that has many links to other information or services.
    The success of WWW as a mediated space has resulted from the commercialization of the mediated space.
    From the lessons of WWW, it is believed that a pervasive space can be flourished by the commercialization strategy.
  • 26. Commerce-Media Integration
    A key to profitable business model
    WWW as a Commerce-Media Integration
    Content Match (Content-Commerce): AdSense
    Key word Search (Content-Commerce): AdWords
    Place/People/Product become media.
    Media-Embedded Place
    Media-Embedded People
    Media-Embedded Product
    Commerce-Embedded Media
    Media becomes commerce platform
  • 27. Real World itself becomes media(Lee, K.J. 2007)
    Marketplace in old times integrated media & commerce
    With mass media, media and commerce became isolated.
    With interactive media technology. Media and commerce integrated in virtual interface.
    With ubiquitous technology, every space becomes commerce-media integrated space.
    Disappearing Line Between Journalism and Commerce
    “Every space has become ad space”, Steve Hayden, Wired, 2003.
  • 28. A View on Ubiquitous Computing (Lee 2007)
    When Mark Weiser coined the term ubiquitous computing, there were no mobile phone diffusion and it seems that he did not consider much on the impact of mobile phones to our life.
    The revised definition of ubiquitous computing need to admit that the people are not such a natural human being, but a new human being with a digital device with her or his hands – mobile devices(phones).
    If we assume this changed situation evolved from the age of defining originally ubiquitous computing, we can envision that the future space will have ubiquitous links than computers. The space with ubiquitous links is more lightweight system than traditional ubiquitous computing system.
  • 29. A new term: Mediarization
    • Making something media
    • 30. Transforming something into media
    • 31. Embedding media function into something
    • 32. Becoming a sort of media
  • Mediarization of Real World
  • 33. LoveisTouch: Mission
    LIT is the firm transforming real world into media with IT.
    LIT provides a platform for mediarization of real space thus helps various economic entities efficiently create customer value and share profit.
  • 34. LoveisTouch: Vision
    Global No.1 NFC-Based Service Platformer
    Trusted Third Party with
    Tag Metrics Methodology
  • 35. Why LoveisTouch?
    WWW => Click
    NFC => Touch
    John Lennon “Love”
    “Love is Touch!”
  • 36. Service Launch Plan
    2011.7: NFC Lifelog App 1.0
    Positioned as a Killer App of NFC Phone Users
    2011.8: NFC Tag Management Service
    Trusted Third Party for efficient tag management, service composition, and settlement among various entities.
  • 37. NFC Tag Management Service
  • 38. Forthcoming Services of LIT
    NFC-Based Serendipity Engine for Service Composition
    NFC-Based Referral Marketing
    NFC-Based Comparison Shopping
    NFC-Based Tag Match Advertising
    NFC-Based Dynamic Insurance
    NFC-Based Ad Hoc Social Networking
  • 39. LoveisTouch: Strategy
    Open Service Innovation Strategy
    LIT does not all of the things by itself.
    Simple Platform Strategy
    Will become Twi*/Fac*/Goo* of NFC industry
    NFC 2.0: Open NFC Strategy
    We bet on Open NFC (vs. Secure NFC)
  • 40. Flag Tag of LoveisTouch
  • 41. Real World Mediated by LIT
  • 42. Touch Me!
    Fore More Information:
    Kyoung Jun Lee
    Twitter: leekj007