從行為特質進行細緻顧客分群, 發掘更多消費者行為商機, 進行商機探索.
Find more business opportunities from behavioral micro-segmentation.We provide more marketing clues for marketing guys to do some business action or consumer insight.
從行為特質進行細緻顧客分群, 發掘更多消費者行為商機, 進行商機探索.
Find more business opportunities from behavioral micro-segmentation.We provide more marketing clues for marketing guys to do some business action or consumer insight.
3. Outline
SoLoMo
M-Commerce
Local commerce (LBS)
Mobile Commerce
Leading the Click
Long-Tail
Touring foot traffic
Optimizing payment process
3rd party payment
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4. SoLoMo
It is a device that
Is with you when you ____________
You use to “Share the moment”
Knows where you are
Recognizes what’s around you
(Hendrix, 2012)
How SoLoMo is Connecting Consumers and Brands to (almost) Everything
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17. M-Commerce
summary 1:
People do local search on the move.
They take actions in quite high rate.
Visit virtually: Check website (>25%)
Visit in reality (>30%) How to Design
your Apps
Look up the store on map (>30%) to match all these
Call the business (>15%) potential needs
Purchase
Off-line: about 20%
On-line: about 20%
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18. M-Commerce
They buy things on smartphone.
2012.IM.mgt.ncu.edu.tw/ 文孝義 方毓賢 (Google, 2012) 18
21. M-Commerce
summary2:
People buy things via smart phone (20%)
> 50% at least monthly mobile purchase
People do research on smartphone and purchase
some things
Virtually: computer (30%); smart phone (20%)
In-store: 20%
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22. M-Commerce
Alter the existing process
Optimize payment process.
Security, Reviews, Discounts…
Instead “search”, do personalized Notifications or ADs
Serve the emerging needs and Build up new
market
Transfer search into pay. Not restrict on smartphone
Touring foot traffic / leading clicks
Made it fun, useful or both.
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23. M-Commerce
Dealing essential components via App
Interface:
資訊流 – leading the click
人流 – touring foot traffic
金流 – optimizing payment process
物流
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24. Leading the click
Harnessing the Long-Tail.
Do Not limit to the phone
A wish list accessible from others devices (e.g.,
computer)
Lead/Store the clicks
Online-store / Informed website
Wish list for later
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25. The long-tail
The long tail:
The reveal of the power summed up by
every un-main stream minority demand
under a space without physical limit.
長尾理論:
在沒有物理限制的空間中,所有非主流微小需
求總和力量的浮現。
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26. The long-tail
Source: http://changethis.com/manifesto/show/10.LongTail
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27. The long-tail
1. Make everything available
Build an unlimited supply base.
2. Cut the price in half. Now lower it.
Let everything be affordable.
3. Help me find it.
Lead user to search from the major head to the
long tail.
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28. Touring foot traffic
Position –
GPS allocate in back ground…
Trigger –
Local Based Search or Promoted Ads (e.g., Coupons…)
Be effective (Sort with preferences)
Be efficient (Sort with distance)
Simple steps to lock stores (wish list)
Near a store in Wish list
Touring –
Call, Map, Turn by turn navigation, VR (time estimated)
Path optimization: Next stop
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29. Optimizing payment process
Product/Service Data Exchange
Scan
barcode
QR code
Passbook -------
http://www.bnext.com.tw/focus/view/cid/103/id/23858
微波通訊
NFC
Bluetooth
Specialized device
Others
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