Mobile Marketing in Japan

Mobiilimarkkinoinnin markkinat ovat vasta rakentumassa ja suurin osa alan toimijoista etenkin Suomessa yrittää vielä löytää rooliaan. Sen sijaan Japanissa sisällöntuotantoliiketoiminta matkapuhelimille kukoistaa ja mobiilimarkkinointi on jo saavuttanut merkittävän aseman mobiili-internetin palvelutarjonnassa. Toisin kuin Suomessa, jossa mobiilimarkkinat ovat vielä lastenkengissä, Japanissa myös mobiilimarkkinoinnin arvoketju on vähitellen muotoutumassa.Tämän tutkimuksen tavoitteena oli antaa käsitys Japanin mobiilimarkkinoinnin dynamiikasta ja luoda viitekehys operaattorin tulevalle roolille mobiilimarkkinoinnin markkinoiden rakentamisessa. Tutkimus on deskriptiivinen ja aineisto on kerätty alan kirjallisuudesta sekä haastattelemalla tärkeitä mobiilimarkkinoiden toimijoita Japanissa. Japanissa operaattoreilla (NTT DoCoMo, J-Phone ja KDDI) on erittäin vahva asema mobiili-internetin ja mobiilimarkkinoinnin markkinoilla. Ne hallitsevat asiakasrajapintaa, päättävät mobiiliverkon ja matkapuhelimien ominaisuuksista sekä siitä, ketkä sisällöntuottajista pääsevät osaksi heidän laskutusjärjestelmäänsä. Markkinoinnissa operaattoreilla ei ole yhtä näkyvää roolia. Omistussuhteiden kautta ne kuitenkin vaikuttavat lähes koko arvoketjuun. Operaattorit ovat yhdessä Japanin suurimpien mainostoimistojen kanssa luoneet tytäryhtiöitä, jotka hoitavat mainonnan operaattorin mobiiliportaalissa. Japanissa operaattori on ottanut hallitsevan roolin mobiilimarkkinoiden rakentamisessa. Tiivis yhteistyö eri toimijoiden, kuten matkapuhelinvalmistajien, sisällöntuottajien ja mainostoimistojen kanssa, on mahdollistanut kokonaisvaltaisen palvelupaketin tarjoamisen. Palvelupaketti sisältää käyttäjäystävällisen liittymän mobiili-internetiin sekä edulliset puhelimet. Juuri tiivis yhteistyö onkin ollut yksi tärkeimmistä menestystekijöistä Japanin markkinoita rakennettaessa. Mobiilimarkkinoita rakennettaessa operaattorilla on merkittävä rooli markkinoiden muodostajana ja sisällön kokoojana. Operaattorien tulee varautua roskapostin vastaiseen taisteluun, jos sähköpostia annetaan lähettää suoraan matkapuhelimeen. On erityisen tärkeää varmistaa, ettei käyttäjien tarvitse kärsiä roskapostista, muuten suoramarkkinoinnin mahdollisuus matkapuhelimeen menetetään. Ainoastaan aktiivisella edistämisellä ja osallistumisella mobiili-internetin sisällöntuotanto- ja markkinointiliiketoimintaan operaattori voi vahvistaa markkina-asemaansa ja varmistaa osuutensa tulevista markkinoista.

Consumer resistance to mobile commerce services

Oheinen opinnäytetyö on kvalitatiivinen tutkimus kuluttajavastarinnasta mobiilin kaupankäynnin palveluja kohtaan. Tutkimus kohdistuu läntisiin kulttuureihin, joissa kyseisen innovatiivisen palveluryhmän leviämistä tukevat monet aikaisemmat innovaatiot kuten matkapuhelin, Internet, digitaaliset pankkipalvelut. Tutkimus esittelee innovaatioiden vastarintatekijöitä ihmisen luonnollisena reaktiona tämän vakiintuneita elämäntapoja mullistavia keksintöjä kohtaan nimenomaan läntisissä kulttuureissa, joissa kuluttajat ovat perinteisesti hyvin teknologiamyönteisiä. Toisaalta tutkimusalueella on havaittavissa sosiaalisten ryhmien pirstoutuminen yhä pienemmiksi alaryhmiksi, mikä voi hidastaa sosiaalista oppimista. Tutkimus vastaa todelliseen tutkimusaukkoon. Aihe on samalla sekä ajankohtainen että relevantti vastatessaan nykyisin käytävään utopistiseen keskusteluun digitaalisen informaatioyhteiskunnan kehittymisestä ja merkityksestä modernille ihmiskunnalle. Tutkimuksen teoreettinen eksploratiivinen viitekehys rakentuu valikoiduista uusien tuotteiden ja palvelujen kehittämisen, palvelumarkkinoinnin ja sosiaalisen oppimisen teorioista sekä innovaatio- kommunikaatioteorioista. Empiirisen osan muodostavat kansainvälisten markkinatutkimuslaitosten ja haastateltujen asiantuntijoiden näkemykset alan kehityksestä. Tutkimus osoittaa, että kuluttajat eivät ole valmiita vastaanottamaan kehittyvien teknologioiden mahdollistamia mobiilin kaupankäynnin palveluita ennen kuin ne vastaavat kuluttajien perustarpeisiin ja rakenteelliset vastarintatekijät (alhainen käytettävyys, matala lisäarvo, koetut riskit, perinnevastarinta, palveluryhmän huono mielikuva) on poistettu. Tutkimus esittää, että mobiilin kaupankäynnin alalla toimivien yritysten tulisi työskennellä yhteistyössä keskenään ja kuluttajien kanssa luodakseen kuluttajien tarpeita ja toiveita vastaavia turvallisiksi koettuja mobiilin kaupankäynnin palveluita. Tutkimus ehdottaa, että kyselytutkimusten ohella käytettäisiin havaintomenetelmiä, jotta teknologiat voitaisiin valjastaa kuluttajien tarpeita ja kulutustottumuksia vastaaviksi.

Cost Optimisation of Mobile Advertising Client Data Transfer

Data traffic caused by mobile advertising client software when it is communicating with the network server can be a pain point for many application developers who are considering advertising-funded application distribution, since the cost of the data transfer might scare their users away from using the applications. For the thesis project, a simulation environment was built to mimic the real client-server solution for measuring the data transfer over varying types of connections with different usage scenarios. For optimising data transfer, a few general-purpose compressors and XML-specific compressors were tried for compressing the XML data, and a few protocol optimisations were implemented. For optimising the cost, cache usage was improved and pre-loading was enhanced to use free connections to load the data. The data traffic structure and the various optimisations were analysed, and it was found that the cache usage and pre-loading should be enhanced and that the protocol should be changed, with report aggregation and compression using WBXML or gzip.

The Contribution of Mobile Device Manufacturers’ Site Usage to Brand Satisfaction and Loyalty

Recently most of the mobile phone manufacturer companies started to pay extra attention to their websites. This research investigates the sources of value creation on the mobile phone manufacturers’ website and the affect visiting the manufacturers’ website has on brand loyalty and brand satisfaction. The results show a correlation between positive website usage experience, brand loyalty and brand satisfaction. Moreover there is a relation between Novelty, Efficiency, Lock-in and the perceived usefulness the manufacturers’ website has on the mobile phone device. And finally the main reason behind Finnish student’s mobile phone brand loyalty is its country of origin.

Designing and Implementing Mouse Emulation to Touchscreen Operated Mobile Web Browsers

Browsing the web has become one of the most important features in high end mobile phones and in the future more and more people will be using mobile phone for web browsing. Large touchscreens improve browsing experience but many web sites are designed to be used with a mouse. A touchscreen differs substantially from a mouse as a pointing device and therefore mouse emulation logic is required in the browsers to make more web sites usable. This Master's thesis lists the most significant cases where the differences of a mouse and a touchscreen affect web browsing. Five touchscreen mobile phones and their web browsers were evaluated to find out if and how these cases are handled in them. Also as a part of this thesis, a simple QtWebKit based mobile web browser with advanced mouse emulation model was implemented, aiming to solve all the problematic cases. The conclusion of this work is that it is feasible to emulate a mouse with a touchscreen and thus deliver good user experience in mobile web browsing. However, current highend touchscreen mobile phones have relatively underdeveloped mouse emulations in their web browsers and there is a lot to improve.

Construction Plan Image Service for Mobile Devices

The forthcoming media revolution of exchanging paper documents to digital media in construction engineering requires new tools to be developed. The basis of this bachelor’s thesis was to explore the preliminary possibilities of exporting imagery from a Building Information Modelling –software to a mobile phone on a construction yard. This was done by producing a Web Service which uses the design software’s Application Programming Interface to interact with a structures model in order to produce the requested imagery. While mobile phones were found lacking as client devices, because of limited processing power and small displays, the implementation showed that the Tekla Structures API can be used to automatically produce various types of imagery. Web Services can be used to transfer this data to the client. Before further development the needs of the contractor, benefits for the building master and inspector and the full potential of the BIM-software need to be mapped out with surveys.

Bridging the digital divide in developing countries: The role of mobile technology in bridging the digital divide

This thesis investigates how mobile technology usage could help to bring Information and communication technologies (ICT) to the people in developing countries. Some people in developing countries have access to use ICT while other people do not have such opportunity. This digital divide among people is present in many developing countries where computers and the Internet are difficult to access. The Internet provides information that can increase productivity and enable markets to function more efficiently. The Internet reduces information travel time and provides more efficient ways for firms and workers to operate. ICT and the Internet can provide opportunities for economic growth and productivity in developing countries. This indicates that it is very important to bridge the digital divide and increase Internet connections in developing countries. The purpose of this thesis is to investigate how can mobile technology and mobile services help to bridge the digital divide in developing countries. Theoretical background of this thesis consists of a collection of articles and reports. Theoretical material was gathered by going through literature on the digital divide, mobile technology and mobile application development. The empirical research was conducted by sending a questionnaire by email to a selection of application developers located in developing countries. The questionnaire’s purpose was to gather qualitative information concerning mobile application development in developing countries. This thesis main result suggests that mobile phones and mobile technology usage can help to bridge the digital divide in developing countries. This study finds that mobile technology provides one of the best tools that can help to bridge the digital divide in developing countries. Mobile technology can bring affordable ICT to people who do not have access to use computers. Smartphones can provide Internet connection, mobile services and mobile applications to a rapidly growing number of mobile phone users in developing countries. New low-cost smartphones empower people in developing countries to have access to information through the Internet. Mobile technology has the potential to help to bridge the digital divide in developing countries where a vast amount of people own mobile phones.

Essays in labor and public economics

Dans ma thèse, je me sers de modèles de recherche solides pour répondre à des questions importantes de politique publique. Mon premier chapitre évalue l’impact causal de l’allégeance partisane (républicain ou démocrate) des gouverneurs américains sur le marché du travail. Dans ce chapitre, je combine les élections des gouverneurs avec les données du March CPS pour les années fiscales 1977 à 2008. En utilisant un modèle de régression par discontinuité, je trouve que les gouverneurs démocrates sont associés à de plus faibles revenus individuels moyens. Je mets en évidence que cela est entrainée par un changement dans la composition de la main-d’oeuvre à la suite d’une augmentation de l’emploi des travailleurs à revenus faibles et moyens. Je trouve que les gouverneurs démocrates provoquent une augmentation de l’emploi des noirs et de leurs heures travaillées. Ces résultats conduisent à une réduction de l’écart salarial entre les travailleurs noir et blanc. Mon deuxième chapitre étudie l’impact causal des fusillades qui se produisent dans les écoles secondaires américaines sur les performances des éléves et les résultats des écoles tels que les effectifs et le nombre d’enseignants recruté, a l’aide d’une stratégie de différence-en-différence. Le chapitre est coécrit avec Dongwoo Kim. Nous constatons que les fusillades dans les écoles réduisent significativement l’effectif des élèves de 9e année, la proportion d’élèves ayant un niveau adéquat en anglais et en mathématiques. Nous examinons aussi l’effet hétérogene des tueries dans les écoles secondaires entre les crimes et les suicides. Nous trouvons que les fusillades de natures criminelles provoquent la diminution du nombre d’inscriptions et de la proportion d’élèves adéquats en anglais et mathématiques. En utilisant des données sur les élèves en Californie, nous confirmons qu’une partie de l’effet sur la performance des élèves provient des étudiants inscrits et ce n’est pas uniquement un effet de composition. Mon troisième chapitre étudie l’impact des cellulaires sur la performance scolaire des élèves. Le chapitre est coécrit avec Richard Murphy. Dans ce chapitre, nous combinons une base de données unique contenant les politiques de téléphonie mobile des écoles obtenues à partir d’une enquète auprès des écoles dans quatre villes en Angleterre avec des données administratives sur la performance scolaire des éleves. Nous étudions ainsi l’impact de l’introduction d’une interdiction de téléphonie mobile sur le rendement des éleves. Nos résultats indiquent qu’il y a une augmentation du rendement des éleves après l’instauration de l’interdiction des cellulaires à l’école, ce qui suggère que les téléphones mobiles sont sources de distraction pour l’apprentissage et l’introduction d’une interdiction à l’école limite ce problème.

Integrated internal PIFA for UMTS operation of clamshell mobile phones

novel design of at internal PIFA integrated with an RF-shielding metal case for application in a clamshell or fielder-tvpe mobile phone is presented. The integrated PIFA has a bent and tapered radiating arm in order to easily fit in the casing of the clamshell mobile phone as an internal antenna. The integrated PlEA can also provide a wide operating bandwidth fir UM7S (1920-2170 MHz) operation. In addition, for the clamshell mobile phone in either the talk or standby condition, only a small effect on the operating bandwidth of the integrated PIFA is obtained. The experimental results of the proposed design are presented

Development and Investigations of Mobile Antennas for less Radiation Hazards

Antennas, the key element in wireless communication devices had undergone amazing developments especially in the direction of compactness and safety aspects. In the last two decades, the use of the cellular phones has become the most popular mode of communication across the globe. At the same time, the concerns about the radiation effects have increased in the general public. The main concern of this thesis is to develop a mobile antenna which gives reduced RF interference to the user. The reduction of the power absorbed by the user can tremendously avoid any possible health hazards. The radiation characteristic of a monopole antenna is modified with good radiation characteristics suitable for a mobile handset. The modification is implemented by using different resonating structures which provides reduced radiation along one direction. The direction of less radiation can be changed by modifying the planar antenna structure to a ground folded antenna. This modified structure with excellent radiation characteristic is suitable for modern wireless handheld devices with less user RF interference. Specific Absorption Rate (SAR) is an important parameter for mobile handset. The SAR is estimated for the newly developed antenna for different conditions and discussed in this thesis.

Proactive Detection and Recovery of Lost Mobile Phones

This paper describes the successful implementation of a prototype software application that independently and proactively detects whether a mobile phone is lost or misused. When the mobile phone is detected as being lost or misused, the application takes steps to mitigate the impact of loss and to gather evidence. The goal is to aid in the recovery of the mobile phone. The prototype works regardless of the cellular infrastructure the mobile phone is operating in and makes minimum demands on the owner of the mobile phone. The prototype was developed on Nokia 6600 mobile phones that run Symbian Operating System 7.0s. Development was done using Nokia’s Series 60 Developer’s Platform 2.0.

An estimation of the pattern of diffusion of mobile phones: the case of Colombia

In this paper we find that the diffusion pattern of mobile telephony in Colombia can be best characterised as following a Logistic curve. Although in recent years the rate of growth of mobile phone subscribers has started to slow down, we find evidence that there is still room for further expansion as the saturation level is expected to be reached in five years time. The estimated saturation level is consistent with some individuals possessing more than one mobile device.

Is the unfolding of the group discussion off-pattern? Improving coordination support in educational forums using mobile devices

A forum is a valuable tool to foster reflection in an in-depth discussion; however, it forces the course mediator to continually pay close attention in order to coordinate learners` activities. Moreover, monitoring a forum is time consuming given that it is impossible to know in advance when new messages are going to be posted. Additionally, a forum may be inactive for a long period and suddenly receive a burst of messages forcing forum mediators to frequently log on in order to know how the discussion is unfolding to intervene whenever it is necessary. Mediators also need to deal with a large amount of messages to identify off-pattern situations. This work presents a piece of action research that investigates how to improve coordination support in a forum using mobile devices for mitigating mediator`s difficulties in following the status of a forum. Based on summarized information extracted from message meta-data, mediators consult visual information summaries on PDAs and receive textual notifications in their mobile phone. This investigation revealed that mediators used the mobile-based coordination support to keep informed on what is taking place within the forum without the need to log on their desktop computer. (C) 2009 Elsevier Ltd. All rights reserved.

M-PESA mobile money: a case study in Blue ocean strategy

The recent and widespread availability of affordable mobile phone technology in developing countries has paved the way for the development of a number of mobile money and electronic remittance services. One of the most successful of these services is Safaricom’s M-PESA program, launched in the East African nation of Kenya in March 2007. Since then, the program has successfully enrolled over 15.2 million users, transferred more than US$1.4 trillion in electronic funds, and contributed significantly to poverty alleviation and financial inclusion efforts in Kenya. M-Pesa is a mobile phone based money transfer system in Kenya which grew at a blistering pace following its inception in 2007. This case study will analyze the critical factors that make M-PESA such a unique success in Kenya specifically.

Constructing a user experience user experience-based mobile learning environment

Mobile learning, in the past defined as learning with mobile devices, now refers to any type of learning-on-the-go or learning that takes advantage of mobile technologies. This new definition shifted its focus from the mobility of technology to the mobility of the learner (O'Malley and Stanton 2002; Sharples, Arnedillo-Sanchez et al. 2009). Placing emphasis on the mobile learner’s perspective requires studying “how the mobility of learners augmented by personal and public technology can contribute to the process of gaining new knowledge, skills, and experience” (Sharples, Arnedillo-Sanchez et al. 2009). The demands of an increasingly knowledge based society and the advances in mobile phone technology are combining to spur the growth of mobile learning. Around the world, mobile learning is predicted to be the future of online learning, and is slowly entering the mainstream education. However, for mobile learning to attain its full potential, it is essential to develop more advanced technologies that are tailored to the needs of this new learning environment. A research field that allows putting the development of such technologies onto a solid basis is user experience design, which addresses how to improve usability and therefore user acceptance of a system. Although there is no consensus definition of user experience, simply stated it focuses on how a person feels about using a product, system or service. It is generally agreed that user experience adds subjective attributes and social aspects to a space that has previously concerned itself mainly with ease-of-use. In addition, it can include users’ perceptions of usability and system efficiency. Recent advances in mobile and ubiquitous computing technologies further underline the importance of human-computer interaction and user experience (feelings, motivations, and values) with a system. Today, there are plenty of reports on the limitations of mobile technologies for learning (e.g., small screen size, slow connection), but there is a lack of research on user experience with mobile technologies. This dissertation will fill in this gap by a new approach in building a user experience-based mobile learning environment. The optimized user experience we suggest integrates three priorities, namely a) content, by improving the quality of delivered learning materials, b) the teaching and learning process, by enabling live and synchronous learning, and c) the learners themselves, by enabling a timely detection of their emotional state during mobile learning. In detail, the contributions of this thesis are as follows: • A video codec optimized for screencast videos which achieves an unprecedented compression rate while maintaining a very high video quality, and a novel UI layout for video lectures, which together enable truly mobile access to live lectures. • A new approach in HTTP-based multimedia delivery that exploits the characteristics of live lectures in a mobile context and enables a significantly improved user experience for mobile live lectures. • A non-invasive affective learning model based on multi-modal emotion detection with very high recognition rates, which enables real-time emotion detection and subsequent adaption of the learning environment on mobile devices. The technology resulting from the research presented in this thesis is in daily use at the School of Continuing Education of Shanghai Jiaotong University (SOCE), a blended-learning institution with 35.000 students.