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Mobile Commerce in Taiwan and China. Professor Eldon Li September 2004. Mobile Commerce Categories. Mobile Communication. Mobile Entertainment. Mobile Transaction. Mobile Information. Cell phone. Music. Payment. Financial Info. SMS. Image. Shopping. LBS. Games.

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Mobile Commerce in Taiwan and China


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    1. Mobile Commerce in Taiwan and China Professor Eldon Li September 2004

    2. Mobile Commerce Categories Mobile Communication Mobile Entertainment Mobile Transaction Mobile Information Cell phone Music Payment Financial Info SMS Image Shopping LBS Games Advertisement MMS

    3. Cellular Technology • CDMA-Code Division Multiple Access(digital) • TDMA-Time Division Multiple Access(digital) • FDMA-Frequency Division Multiple Access(analog) • GSM-Global System For Mobile Communication(digital)

    4. The Difference of FDMA/TDMA/CDMA 資料來源:Network Computing

    5. FDMA/TDMA/CDMA行動電話技術演進 第一代行動電話(一九八○年代) 採用的傳輸技術為類比式傳輸(Analog),最為人熟知如 美國的AMPS系統,也就是台灣第一個引進的行動電話 系統, 也就是FDMA。 第二代行動電話(一九九○年代) 進步到採用數位傳輸技術(Digital),如D-AMPS(現 以TDMA統稱之)、GSM、PDC及CDMA。其訊號內容 經類比轉數位技術處理後,用「0」和「1」的組合來 代表訊號內容。 第三代行動電話系統(西元二千年) 同樣是採用數位技術,不同於第一、二代行動通訊系統只提供語 音服務,尚包括數據、多媒體服務,系統將提供寬頻應用為主, 如W-CDMA、CDMA2000。目前標準仍在制訂中,預計今年底 完成。

    6. CDMA Standard • IS-95 規格 : 資料傳輸率 9.6 kb/s Chip Rate = 1.2288 Mchips/s 頻道寬度 1.25MHz • W-CDMA = Wideband CDMA 歐洲和日本共同提出 能夠架設在現有的GSM網路上 Chip Rate = 4.096 Mchips/s 。 • CDMA開發組織(CDG,CDMA Development Group) 所發展出來。 CDMA-2000特別強調與IS-95的相容性。 Chip Rate = 3.6864 Mchips/s ,正是IS-95 Chip Rate 1.2288 Mchips/s的三倍

    7. CDMA V.S GSM • 通訊品質,CDMA比GSM好。 • 塞車、斷訊問題,CDMA比GSM來得少。 • CDMA的每一個基地台容量大約是GSM的三倍。 • 基地台涵蓋範圍,CDMA比GSM來得大。 • 加值功能,相差不多。 • CDMA漫遊國比較少(中、美、韓、日、歐洲、臺灣等地 )。 • CDMA手機待機與通話時間較長 , 功率低。

    8. 規格 全名 Cellular (MHZ) PCS (MHZ) 發源地區 GSM Global System for Mobile communication 900 1800、1900 歐洲 CDMA Code Division Multiple Access 800 1700、1900 美國 D-AMPS Digital AMPS 800 1900 美國 PDC Personal Digital Communication 800 1500 日本 數位式行動通訊系統各規格標準 資料來源:ITIS

    9. The History of ChungHwa Telecom • 1943 The Directorate General of Telecommunications (DGT) was established. • Jan. 1996 The Telecommunications Act and the Organizational Statute of the DGT, was finally completed. • Feb. 1996 Both of these laws were promulgated. • Jul. 1996 DGT was designed to specialize in the telecom policy formation and market management from then on • Jul. 1996 CHT completed its corporatization.

    10. History of Taiwan Cellular Corp. • Feb. 1997 The Company was formally established • May. 1997 First mobile phone call over TCC's network test succeeded. • Nov. 1998 Net subscribers surpassed one million. TCC became the fourth largest GSM 1800 mobile operator in the world and the largest in Asia. • Mar. 2000 Launched " e-WAP " service • Jun. 2001 Acquired TransAsia Telecommunications Inc., total net subscribers reached 6.4 million. • Feb. 2002 Participated the bid for 3G mobile service license and won spectrum block C license. • Jun. 2002 Launched the "Mobile Photo" service based on Multimedia Messaging Service ( MMS ), becoming the first telecom operator worldwide to introduce such a service on self-developed infrastructure • Jun. 2004 Acquired 67% stock of MOBITAI Telecommunications Inc.

    11. History of FarEastone • May. 1996 Yuan Ze University suggested the Far Eastern Group to diversify into telecommunications business • Oct. 1996 Preparation office of Far EasTone Telecommunications formed by FEG and AT&T. • Jan. 1997 Far EasTone awarded two licenses to provide GSM1800 service islandwide and GSM900 in northern Taiwan. • Jan. 1998 Officially launched services with the world's first fully-integrated GSM900/1800 dual-band network. • Apr. 1998 Launched GSM900 domestic roaming service with Mobitai and TransAsia. • Nov. 1999 Launched mobile banking, online FET store, and online activation services as an initial step into mobile e-commerce. • Dec. 1999 Launched WAP and Internet access service FETnet.net (IAS to existing mobile customers only) • Apr. 2000 First in Taiwan to complete a GPRS data call. • Jun. 2002 Far EasTone and IBM Successfully Launch First GSM/GPRS Service Platform, Enabling Mobile e-Business

    12. History of FarEastone • DEC. 2002 Partnered with Sharp in launching Taiwan's first clamshell GPRS/MMS/Java mobile phone with a built-in digital camera and TFT LCD color display • Apr. 2003 Launched Taiwan’s first public 3G video call • Apr. 2004 Both Far EasTone and KG Telecom Subscribers Are Able to Enjoy i-mode® Service • Apr. 2004 All of the necessary share conversions and formal procedural matters were completed for the merger on April 29th making KG Telecom a wholly owned subsidiary of FET.

    13. History of KG Telecom • Jan. 1997 KG Telecom is granted permission to operate a GSM1800 mobile network in northern Taiwan. • Dec. 1997 Taiwan's government issues to KG Telecom the first private mobile operator license. • May. 1998 KG Telecom brings more "firsts" to Taiwan, introducing the new technology of micro cell base stations. • Aug. 1998 In a joint venture with Motorola, KG Telecom unveils the world's first Chinese dual-band handset. • Jan. 1999 With the acquisition of a controlling 82 percent interest in Tuntex Telecom, KG Telecom becomes a nation-wide GSM 1800 operator. • Mar. 1999 Contract with Nokia for the Asia's first GPRS network. • Oct. 1999 Launch the M-Mode Information Services, integrating mobile commerce and mobile Internet. By using 32K SIM Tool Kit and WAP technologies, the M-Mode Services bring in Mobile Internet, Internet Messaging, Mobile Banking, Mobile Securities, Mobile Secretary, Mobile Dictionary, Ringtone and Graphic Download and e-Trade.

    14. History of KG Telecom • Dec. 1999 Contract with Nokia for the expansion of KG Telecom's  GSM network.And complete the pilot testing of Asia's first GPRS system over KG Telecom's GSM network. • Dec. 1999 The first in Taiwan to launch WAP (Wireless Application Protocol) Service • Jan. 2000 The first in Taiwan to launch Mobile Satellite Base StationsApr. 2000 Successfully complete packet data transmission over live GPRS network • Feb. 2001 Launch the first commercial GPRS services in Asia. • Aug. 2001 Introduces igogo mobile Internet servcie based on GPRS technology with 3 unparalleled functions: igogo Email, WTS(web transcoding server) and igogo menu (wireless portal) • Jun. 2002 KG Telecom launched i-mode® service which enables the fulfillment of broadband access in the Chinese region. The most successful Internet business model all over the world that creates new telecom era in Taiwan • Apr. 2004 Combine with FarEastone

    15. Mobile Communication in Taiwan At the Q2 of 2004, cellular phone subscribers in Taiwan totaled 23,050,000, for a penetration rate of 101.81% and exceeded one account per person. 資料來源:交通部電信總局。資料整理:資策會ACI-FIND

    16. Mobile Internet in Taiwan • 資料來源:交通部電信總局。資料整理:資策會ACI-FIND

    17. 認識WAP • 一、WAP是什麼?WAP 是Wireless Application Protocol的縮寫,它是無線應用的一種協定,由易立信(ERICSSON)、諾基亞(NOKIA)、摩托羅拉(Motorola)和Phone.com於1997年一起制定出來的,WAP可讓手機的使用者獲得以網際網路為基礎的互動性資訊與應用,並以無線上網的方式連上WAP專門網站。

    18. 認識WAP • 二、WAP的應用範圍WAP協定訂定了無線通訊設備上網存取服務的通訊標準,而該協定所需的無線通訊設備不限於行動電話,如PDA、Pocket PC…等,只要具無線通訊功能的設備都可以,且也不只限於上述廠家製造的行動電話。由於WAP無線應用的特性,所以在功能應用上就非常個人化、即時性及活動性。可以讓人們使用行動銀行、E-mail、即時新聞、氣象預告、股票買賣、購物、急難救援…等多種服務。 • 三、如何使用WAP加值服務? 1.需有WAP手機 2.向電信業者申請WAP加值服務並設定手機功能

    19. 台灣電信運營行業的發展

    20. 中華電信

    21. 台灣大哥大

    22. 新休閒費率方案 New Type 遠傳電信 一般費率方案 General Type * 網內互打不論一般時段或減價時段均以 0.1 元/秒收費 * 收聽語音信箱不論一般時段或減價時段均以 0.06 元/秒收費 請注意: ※易付卡費率方案預設為一般費率,若您需變更易付卡費率, 除第一次變更免費外,自第二次起每次變更成功,將從儲值餘額中收取手續費NT$50。 * 網內互打不論一般時段或減價時段均以 0.1 元/秒收費 * 收聽語音信箱不論一般時段或減價時段均以 0.06 元/秒收費 遠傳易付一塊卡 * 實施日:自民國91年5月24日起。 * 「遠傳易付卡 一塊卡」售價NT$350,內含遠傳易付卡門號及NT$350通話費。 * 遠傳易付一塊卡網內簡訊每則1元之優惠,僅限手機發簡訊至遠傳用戶,且於第一次通話後始生效,此優惠無截止期限。 * 自系統下載任何罐頭簡訊至手機,按系統原定費率計算,但下載後從手機傳給遠傳用戶,可享每則1元優惠。

    23. 泛亞電信

    24. PHS大眾電信

    25. 各家WAP費率

    26. 中國六大電訊公司 • 中國電信 China Telecom Corp.(www.chinatelecom.com.cn) • 中國移動 China Mobile Communications Corp. (www.chinamobile.com) • 中國聯通 China United Telecommunications Corp.(www.chinaunicom.com.cn)http://516.com/28.htm • 中國網通 CNC International Corporation LTD. (www.cnc.net.cn) • 中國鐵通 China Railway Signal & Communication (www.crsc.com.cn) • 中國衛通 China Satellite Communications Corp. (www.chinasatcom.com)

    27. The History of China Telecom May. 2000 The Company was formally established. May. 2002 It was officially established in May 2002 after the split of the former CHINA TELECOM into two groups: CHINA TELECOM (south) and CHINA NETCOM (north). Sep. 2002 CHINA TELECOM Corporation Limited was founded.

    28. The History of China Mobile • Apr.2000 The Company was officially established • Dec. 2000 China Mobile total net subscribers reached 60million. • Jul. 2001China Mobile ranked the 287th in the latest Fortune World Top 500. • May. 2002 Launch the commercial GPRS services • Oct. 2002 Launch the commercial MMS services • Nov. 2002 Contract with AT&T Wireless for the GPRS network.

    29. The History of China Unicom • Jul. 1994 China Unicom was incorporated. • Feb. 1999 China Unicom started restructuring. • Jun. 2000 China Unicom Internet service was launched. • Oct. 2002 China Unicom was successfully listed on Shanghai Stock Exchange, making the company the first Chinese telecom operator listed simultaneously at Hong Kong, US and Mainland China. • Dec. 2003 China Unicom's GSM subscriber number exceeded 70 million. • Dec. 2003 China Unicom's CDMA subscriber number topped 19 million and the company became world's 2nd largest CDMA operator • May. 2004 China Unicom announced that the total number of its GSM and CDMA subscribers exceeded 100 million, and thus it became the world's 3rd largest GSM operator

    30. The History of CNC • Nov.2003 CNC International was declared open in Beijing, China. • Jul. 2004 China Netcom Joins the List of 2008 Beijing Olympic Games Official Sponsors.

    31. The History of China TieTong • Dec. 2000 the former China TieTong---China Railcom was founded. • Jan. 2004 China TieTong shifted from the Ministry of Railways to the administration of the State-owned Assets Supervision and Administration Commission (SASAC) and its name was changed to "China TieTong Telecommunications Corporation."

    32. The History of China Satcom • Dec. 2001 China Satellite Communications Corporation, one of the six basic telecommunications operators in China, (hereinafter referred to as “China Satcom ”) was founded. • Apr. 2003 China Satellite Communications Corporation (Guangdong) was found on Mar. 21st, 2003. At the same time, China Satcom (Guangdong) and Agricultural Bank of China (Guangdong) have put their pen to paper on a strategic cooperative agreement in Guangzhou.

    33. 中國六大電訊公司 Source: Hong Kong General Chamber of Commerce, 2004; www.chinasatcom.com, 2004

    34. The Fare of China Mobile 全球通

    35. The Fare of China Mobile 神州行

    36. The Fare of China Mobile WLAN

    37. The Fare of China Mobile GPRS

    38. The Fare of China Unicom GSM後付

    39. The Fare of China Unicom GSM預付

    40. The Fare of China Unicom CMDA預付

    41. 中國電信運營行業的發展

    42. Mobile Communication in China

    43. Mobile Entertainment • High penetration rate, new content, multiple download choices drive the market growth. • Major consumption result from images and music downloading for individual identity. • The music changes from mono to stereo; the image also change from mono to color.

    44. At the Q3 of 2004 Digital Camera Mobile subscribers in China, for a penetration rate of 23%

    45. Mobile Entertainment Market Size Source: MIC 2003 Unit: Million NT dollars

    46. Mobile Payment System Consumer explore, place orders, and pay with mobile payment by their cell phone number and passwords Consumer Stores *Contract with stores *Check user identity *.Close the case Telecom Operator *Consumer register and get passwords *Identity checked *Bills go with telecom bills • Telecom operators are responsible for authentication and authorization. • Stores share the cost of fees transfer and bad debt.

    47. Compared with other payment methods