Business Model of Mobile Service for Ensuring Students’ Safety both in Disaster and non-Disaster Situations during School Trips
1. Business Model of Mobile Service for Ensuring
Students’ Safety both in Disaster and non-Disaster
Situations during School Trips
Hidekazu Kasahara, Mikihiko Mori,
Masayuki Mukunoki, and Michihiko Minoh
Graduate School of Informatics, Kyoto University, Kyoto, Japan
Academic Center for Computing and Media Studies,
Kyoto University, Kyoto, Japan
ENTER 2014 Research Track
Slide Number 1
2. Agenda
• Introduction : What’s School Trip?
• Problem : Business Model
• Previous Research
• Method : How to Establish New Business?
– Revenue Model
– Academic-Industrial Alliance
– Data Management Policy
• Conclusion
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Slide Number 2
3. What’s school trip?
School trip is one of the biggest group tours in Japan
• The number of students who participated school trip in
2012 is 3.4 million
• Participation rate of students is high
• 94.4% of junior high schools /75.5% of senior high schools
•
•
School trip is important for DMOs and travel agents
10% of all stayed tourists in Kyoto 2012 is school trip
students
Unit : million
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Slide Number 3
4. Teachers are responsible for
students’ safety
Schoolmaster
Escort-teacher
Check-point, taxi, patrol
Student groups
Group leader
Lost, hurt, illness, quarrel
Only Accidents and Incidents
in the Non-disaster Situation
No Way to Ensure Safety
in Disaster Situation
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Source : JGSDF
Slide Number 4
6. Overview of safety ensuring system
ETSS (Educational Tour Support System)
Information Sharing among All Related Persons
Information Sharing among All Related Persons
School master
Escort-teachers
Trajectory
Current position
Tablet
Tablet/PC
Field HQ (HOTEL)
School(Home)
Real-time monitoring
- GPS & Wi-Fi positioning
System
System
Student groups
No Navigation
For education
School staff
Safety ensuring
- Mail & Voice
Smartphone
(Group leader carries)
Group Leader(Student. Trained before trip.)
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Slide Number 6
8. Problems for realizing ETSS
Issues
Non-technical issues are bottleneck
Non-technical issues are bottleneck
Solutions
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Slide Number 8
9. Limited sales channel : Alliance
Alliance with a dominant agent makes channel to schools
School trip market
is occupied by 2
dominant agents.
Other players can
not access
directly.
Schools
Sales channel
Travel Agent
ETSS Provider
Alliance
Sales representatives
Service provider
University
System Developer
Technical Advisory
System Operation
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Slide Number 9
10. Monetization : Revenue Model
“Application Distribution Model” is low performing
“Application Distribution Model” is low performing
Usage fee is free or cheap. Main revenue source is ad.
ETSS adopts “Software Bundle Model”
ETSS adopts “Software Bundle Model”
ETSS Provider
Travel Agent
School
Channel
ETSS bundling hardware
Teachers
Groups
Merit
• High ETSS price. Around 80USD for 1 terminal.
Demerit
• Capital expenditure(CAPEX) for smartphones is
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Slide Number 10
necessary.
11. Monetization : Cost structure
CAPEX Minimization & Use Governmental Aid
CAPEX Minimization & Use Governmental Aid
CAPEX
ASP at Usage Base
System Development
Smartphones
OPEX
Paid as Monthly
OPEX
at Fixed Base
Employment
Governmental Aid
Office & Delivery
Own accounts
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Slide Number 11
12. Collateral Issues : Seasonal Factor
Winter & Summer is low season for ETSS
Winter & Summer is low season for ETSS
• Number of school trips fluctuates according to the season.
• Winter & summer is low season for school trip.
• Loss money in winter & summer because of fixed phone fee.
Few revenue
In 5 months
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Slide Number 12
13. Privacy : Data Management Policy
Teachers concern students’ privacy issue
• Teachers’ Concern
– Criminal risk such as stalking caused by privacy
information leakage
• Data Management Policy
–
–
–
–
Limited access authority to location data
Location data is deleted 1 month after using
Collaboration with University for making policy
Anonymous data can be used for research
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Slide Number 13
14. Technophobia : Highlight safety
New technology is hard to be introduced in schools
• The student security is prior to privacy in school
– Highlight students’ safety to teachers
– Design as dedicated service for safety ensuring
• Even in non-disaster situation, ETSS can be used
as a method for safety.
– Teachers can immediately assist the student in case of
detecting students’ incidents in the experiment
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Slide Number 14
15. ETSS Test Launch
• Test launch
– 5 Dec, 2013 in Kyoto
• Media
– 5 national newspapers
– Many local papers
• Official launch
– April, 2014
• Collaboration with community
– Kyoto City
– Data sharing in case of
disaster
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Slide Number 15
16. Conclusion
• We have proposed a tourism information service
named ETSS and its business model.
• Although ETSS combines existing components,
the implemented service has become an unique
and useful service for school trip safety.
• We have designed new business model for
realizing tourist safety ensuring service.
• The core idea of the business model is 1) revenue
model, 2)industrial-academic alliance, 3) privacy
data management, 4) highlight students’ safety.
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Slide Number 16
23. Safety ensuring by mail
Status Report
Safety Confirm
No Problem
Title : Safety
Confirmation
Injured
In case of
trouble
Illness
Stray
Lost Matter
Late
Other
Are you all right?
Tell me your status.
Mr. A lost his
way in
Ginkaku-ji
No Problem
In Trouble
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Slide Number 25
Send Mail
24. Service requirements
Education Tour Support Service (ETSS)
ETSS is designed for student’s safety ensuring.
ETSS is designed for student’s safety ensuring.
•Dual use both in non-disaster and disaster
•Students’ Positional information
•Direct communication
•No criminal risk
Requirements
•Visualization of trajectories and evacuation
•GPS & Wi-Fi real-time monitoring
•Voice & broadcast mail
•Contents control
Function
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Slide Number 26
25. Conclusion 1: Novelty of ETSS
Prepared for disaster situation
•Information sharing among all teachers.
– Position and safety
•Evacuation map can be used in case of the wireless network
disconnection
– Offline-map is incrementally downloaded during usual operation
•Direct communication are prepared
– Broadcast mail and IP phone
Criminal Risk Management
•Existing SNS services have criminal risk
– Students may be victims of crime
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Slide Number 27
27. Juvenile victims of crime
Number of victims increased.
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Source: NPA
Slide Number 29
28. Experiments & results
12 schools. 222 groups. From 8 AM to 5 PM.
Leaders and teachers.
#
Date
School
Groups
1
June 3, 2012
1 Junior high school
7
2
July 7, 2012
2 Junior high schools
4
3
November 12, 2012
1 Senior high school
6
4
December 14, 2012
1 Senior high school
7
5
April 11, 2013
1 Junior high school
5
6
May 29–June 8, 2013
6 Junior high schools
193
Interview
Paper
Yes
No
No
Yes
• ETSS was accepted as a method for ensuring safety and increasing
autonomy.
• ETSS changed behaviors in problems: After detecting problems,
teachers can immediately assist students.
• Disaster test : Evacuation map and mail/VoIP were verified for
emergency.
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Slide Number 30
29. Experiments list
#
Date
School
Groups
1
June 3, 2012
1 Junior high school
7
2
July 7, 2012
2 Junior high schools
4
3
November 12, 2012
1 Senior high school
6
4
December 14, 2012
1 Senior high school
7
5
April 11, 2013
1 Junior high school
5
6
May 29–June 8, 2013
6 Junior high schools
193
7
8
9
Interview
Paper
Yes
No
No
Yes
July 26, 2013
44+2(knt) No
No
September 24, 2013
18
No
December 5-16, 2013
2 senior high schools
2 junior high schools
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No
102
49
No
21
Total 182
468
No
Slide Number 31
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Slide Number 32
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Slide Number 33
Editor's Notes
Thank you for your introduction. My name is Hidekazu Kasahara from Kyoto University. I will make a presentation of our research. We are developing a mobile service for ensuring students’ safety during the school trips. During the system developmet, we found some non-technical issues for realizing the service. In this presentation, from the viewpoint of the business, I will describe our approach to realize the service.
This is agenda. Introduction, problems, previous research, our method, and conclusion.
In Japan, school trip is one of the biggest group tours. This is a traditional event of Japanese schools, and 3.4 million students went to school trips. The participation rate is high. In case of Kyoto city, around 10% of all tourists who stayed is school trip students. Therefore, school trip is important for destinations and travel agents.
http://raku.city.kyoto.jp/kanko_top/image/kanko_chosa24.pdf
http://raku.city.kyoto.jp/kanko_top/image/shiryo250528.pdf
In school trip, teachers are responsible for students’ safety. This is different to personal trips. Teachers have been mentioned only accidents in the non disaster situation, such as stray. And, they prepared countermeasures; check-point, patrol, and taxi. However, the quake in 2011 changed everything. No way to ensure safety in the disaster situations was prepared. This is our motivation to design and implement.
As damage information, the safety confirmation information is important because the safety information of disaster-affected persons are used for rescue, evacuation, and restoration.
This figure shows total image of our system, ETSS. ETSS means Educational Tour Support System. This provides the current position and a history of movement during the trips in non-disaster situations and helps to escape in disaster situation. ETSS realizes information sharing among related persons. School master in field HQ, school staff in school and students groups. Students’ location is real-time monitored by GPS/Wi-Fi. Students safety is ensured by mail and voice. Information is gathered to ETSS system server, and provide to each smartphone and tablets.
Please watch a short movie for help of understanding.
We found some non-technical issues during the system development. Namely, 1) limited sales channel, 2) difficult monetization, 3) anxiety about the treatment of privacy information and 4) teachers’ technophobia. Our solutions against these issues are ; Alliance with travel agent, Revenue model & cost structure, Data management policy, Highlight students’ safety.
Schools purchase all service via travel agents. School trip market is occupied by 2 dominant travel agents. Sales channel is dominated. Other players can not access to school directly. So, we ally with one of dominant agents. The alliance with agent, provider and university makes channel to schools. For the agent, ETSS strengthens the competitive power against another.
Most smartphone application is distributed via AppStore or Google Play. We call this application distribution model. But, distribution model is generally low-performing because the usage fee is generally cheap or free. So, ad is the main revenue source of distribution model. For the application that has mass users, distribution model is useful. However, school trip market is not so massive. Also, teacher do not like ad. So, we adopted software bundle model. ETSS provider rent ETSS bundling smartphone and tablet to schools via travel agents. By bundling model, we can price ETSS high. Of course, there is some demerits. Most important one is that Initial CAPEX for smartphone is necessary. So, next is cost issue.
For ETSS, two initial investments are necessary. For system and smartphones. Number of smartphone is 1,000. Big initial investment is burden for venture business. So, these CAPEXs are converted to OPEX. System CAPEX is paid as monthly operation fee at usage base. This is ASP model. Smartphone CAPEX is paid at fixed base to a mobile telecom company.
As for operating expenditure, we can use financial grant from Kyoto city for employment. Only office and delivery fee is our own accounts.
Another issue remains.
Teachers can accept because it looks like the existing service.
In fact, some teacher said tablet is too heavy. Their bag is full of papers, guides, and other paper documents…
This is current status of ETSS. We test launched ETSS last December in Kyoto. 5 national newspapers and many local papers reported this. This April, ETSS is officially launched. After press release, we and Kyoto City start talking with collaboration with data sharing in case of disaster. Kyoto city expects that they can grasp the status of students via this collaboration for rescue in case of disaster.
We are preparing our GPS data sharing among research institutes.
Thank you for your attention.
ここから先は質問対応用スライド このスライド含め見せない
This table shows the overview of the service specification. School trip consists of two parts. Before the trip stage and during the trip stage.
[Before trip] stage
Planning in advance
System displays all attractions on the map.
[During Trip] stage
: Normal situation
Monitoring the students trajectories.
System tracks real-time students’ position by GPS. (per 1 seconds)
System sends students’ position to the server via wireless network. (per 30 seconds)
System stores students’ trajectories in the server apart from the destination because of diversity. During the experiments, the server is located in Tokyo.
Graphical presentation of student trajectories.
System indicates student groups’ current positions and moving hisotries on the map.
:Disaster situaion
Graphical presentation of evcuation areas.
System displays the evacuation areas near position of students on the map.
Sysem is designed to keep map display in case of the wireless network disconnection by incremental map data downloading during normal operation.
Voice & mail communication among students
Broadcast confirmation mail can be sent to students from teachers.
System provides VoIP call among the permitted users.
This is the screenshot of student smartphones. Left figure shows normal map, and right one shows the disaster map. Green circle indicates the current position. Map shows all planned attractions. (Map has 3 view modes. Current position, 1hour history, all history.)
These are the screen shots of evacuation map in case of the wireless network connection and disconnection. This is GSI map. Geospatial Information Authority of Japan. 国土地理院
This is mail application. Mail confirmation has two stages.
Left side shows the 1st step of mail reply to broadcast mail from teachers. “Safety report.” This is from teachers. Title is “Safety confirmation.” And teacher asks “Are you all right? Tell me your status.”. In case in trouble. Right side is the 2nd step. “Status report.” Students select the reply from the list. “No problem,” ”Injured,” ”Illness,” ”Stray,” “Lost matter,” “Late,” “Other.” And this is the free form. In this cae, the student wrote “Mr. A lost his way in Ginkaku-ji.” The icon is send button.
The proposed service is called “Education Tour Support Service.” ETSS. Service requirements from teachers are as follows;
1) Dual use in both normal and disaster situation is essential,
2) Direct communication between teachers and students is necessary.
3) Positional information is important in both situation.
These requirements reflect ETSS functions.
1) Visualization of students’ position on the map.
2) Voice & mail communication.
3) Monitoring of students’ trajectories.
ETSS is provided as a smartphone application for the students, and a tablet application for teachers.
In this slide, we summarize the novelty of ETSS;
ETSS is designed for dual use in normal and disaster situations.
1)Evacuation map can be used in case of the wireless network disconnection. As you know, network was down in the quake.
2)Direct communication methods among students and teachers.
3)Storing the moving histories in the server.
Existing rental cellular phone service does not provide moving history.
We measure user acceptance and behavior changes through six filed experiments that 222 student groups joined. Slide 4 show the overview of the experiments. Results of the experiments are 1) GPS tracking is accepted by teachers/students as ensuring safety during the trip, 2) ETSS changed teachers’ behaviors in case of problems during the trip. As for detecting problems, teachers can immediately assist students, 3) teachers viewed GPS tracking as an ensuring safety and cultivating autonomy, 4) students did not mind GPS tracking.