Business Model of Mobile Service for Ensuring Students’ Safety both in Disaster and non-Disaster Situations during School Trips
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Business Model of Mobile Service for Ensuring Students’ Safety both in Disaster and non-Disaster Situations during School Trips
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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 ENTER 2014 Research Track 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 ENTER 2014 Research Track 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 ENTER 2014 Research Track Source : JGSDF Slide Number 4
- 5. Previous Research ENTER 2014 Research Track Slide Number 5
- 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.) ENTER 2014 Research Track Slide Number 6
- 7. Demonstration movie ENTER 2014 Research Track Slide Number 7
- 8. Problems for realizing ETSS Issues Non-technical issues are bottleneck Non-technical issues are bottleneck Solutions ENTER 2014 Research Track 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 ENTER 2014 Research Track 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 ENTER 2014 Research Track 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 ENTER 2014 Research Track 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 ENTER 2014 Research Track 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 ENTER 2014 Research Track 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 ENTER 2014 Research Track 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 ENTER 2014 Research Track 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. ENTER 2014 Research Track Slide Number 16
- 17. GPS data Date&Time Latitude Longitude Accuracy 2013/12/13 8:16 34.66693997 135.4960799 2013/12/13 8:16 34.66884434 135.4969159 2013/12/13 8:16 34.66915648 135.4967177 2013/12/13 8:16 34.66908064 135.4967123 2013/12/13 8:16 34.66900876 135.4968523 2013/12/13 8:16 34.6692168 135.4962441 2013/12/13 8:16 34.668968 135.496233 2013/12/13 8:16 34.66880131 135.4963071 2013/12/13 8:16 34.66868704 135.4963497 2013/12/13 8:16 34.66827182 135.4963885 2013/12/13 8:16 34.66789418 135.4962628 2013/12/13 8:16 34.66777089 135.4962316 2013/12/13 8:17 34.66764224 135.4961837 2013/12/13 8:17 34.66750577 135.4961392 2013/12/13 8:17 34.66743723 135.49611 2013/12/13 8:17 34.66739099 135.496083 2013/12/13 8:17 34.66731841 135.4960461 2013/12/13 8:17 34.66729817 135.4960326 2013/12/13 8:17 34.6673011 135.4960286 2013/12/13 8:17 34.66731857 135.4960296 2013/12/13 8:17 34.66732602 135.4960259 2013/12/13 8:17 34.66732767 135.4960237 2013/12/13 8:17 34.66732837 135.4960193 2013/12/13 8:17 34.66732553 135.496015 2013/12/13 8:17 34.66732211 135.4960096 2013/12/13 8:17 34.66732243 135.4960029 2013/12/13 8:17 34.66732497 135.4959998 2013/12/13 8:17 34.66733029 135.4959973 2013/12/13 8:17 34.66734217 135.4959961 Provider 0 GPS 37 GPS 52 GPS 57 GPS 47 GPS 48 GPS 52 GPS 52 GPS 49 GPS 47 GPS 35 GPS 32 GPS 26 GPS 21 GPS 21 GPS 20 GPS 19 GPS 19 GPS 18 GPS 18 GPS 18 GPS 15 GPS 14 GPS 14 GPS 14 GPS 14 GPS 14 GPS 14 GPS 14 GPS ENTER 2014 Research Track BatteryLevel 86 86 86 86 86 86 86 86 86 86 86 86 86 86 86 86 86 86 86 86 86 86 86 86 86 86 86 86 86 Slide Number 17
- 18. Trajectory Analysis ENTER 2014 Research Track Slide Number 18
- 19. Trajectory Analysis ENTER 2014 Research Track Slide Number 19
- 20. Trajectory Analysis ENTER 2014 Research Track Slide Number 20
- 21. Final slide ENTER 2014 Research Track Slide Number 21
- 22. Evacuation map Network Connected Network Disconnected ENTER 2014 Research Track Slide Number 24
- 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 ENTER 2014 Research Track 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 ENTER 2014 Research Track 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 ENTER 2014 Research Track Slide Number 27
- 26. Conclusion 2: User evaluation ENTER 2014 Research Track Slide Number 28
- 27. Juvenile victims of crime Number of victims increased. ENTER 2014 Research Track 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. ENTER 2014 Research Track 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 ENTER 2014 Research Track No 102 49 No 21 Total 182 468 No Slide Number 31
- 30. Dear Authors, The guideline for paper presentation at ENTER 2014 eTourism Conference has been posted. Please prepare your presentation following the ENTER 2014 Presentation Template (Download Here). You may refer to ENTER 2014 conference programme for your presentation schedule. We are looking forward to seeing you in Dublin. Please let us know if you have any questions. Regards, Phil and Iis ENTER 2014 Research Track Chairs ENTER 2014 Research Track Slide Number 32
- 31. Guidelines for Paper Presentations • Presentation Guideline: For Research Papers: each presentation is approximately 20 minutes long. It is recommended to use 15 minutes to present and 5 minutes to discuss. For Short Papers: each presentation is approximately 15 minutes long. It is recommended to use 12 minutes to present and 3 minutes to discuss. Please prepare your presentation using the “ENTER2014 Presentation Template”. To ensure compatibility, the recommended software to be used is PowerPoint. The equipment available at the conference venue will be PC and Projector. Please bring your presentation on a USB-Stick and load on to the computer in your session room well before the beginning of the session (you may use the coffee or lunch breaks, for which assistance will be provided). Ensure that you are available at least 30 minutes before the session starts on the day of the conference. Let your session moderator know about your presence and provide her/him with your short biography for introduction. ENTER 2014 Research Track 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.
- http://www.npa.go.jp/cyber/statics/h23/pdf02-1.pdf
- 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.