無線與電信通訊管理報告系列 I 摘要

專業媒體與電信業者對行動商務市場的預測
'Analysts predict that mobile commerce could be worth US$66 billion by 2003.?Alan Cane, Financial Times
'In the mobile commerce future, we foresee mobile phones that let customers transmit electronic cash, tickets and loyalty points from the phone itself.?Tom Alexander, Head of Business Partnerships, BT Cellent

行動電話與電子商務的結合正在快速發展中：
The marriage of e-commerce and mobile phones is now taking place. Mobile commerce promises to deliver the real potential of internet for commercial purposes to a significantly expanded market of existing and new users. Yet, it is clearly recognized by business managers that mobile commerce represents a new and significant factor within the creation and development of any overall e-business strategy.

本報告深度解析行動商務的重要關鍵主題：
◆ Why mobile commerce is becoming so important?
◆ Who the main players are?
◆ What alliances are being formed?
◆ How the market is expected to grow?
◆ The basic market infrastructure
◆ The ability of the vendors to pass various technological and service provision milestones
◆ Assessment of the relative merits of the different platforms for delivery
◆ Available and emerging platforms
◆ Business applications of mobile commerce
◆ Developing winning strategies and business models
◆ The opportunities and challenges

本報告以全球領導電信通訊企業成功執行行動電子商務的案例做為標竿學習目標，包括：
˙Telenor (Norway)
˙Telia (Sweden)
˙Omnitel 2000 (Italy)
˙Paegas (Czech Republic)
˙NTT DoCoMo (Japan)
˙France Telecom
˙Deutsche Telekom(Germany)
˙NatWest(Great Britan)
˙SFR(France)

閱讀本報告的主要原因：
◆M-commerce represents a huge opportunity to connect with a growing and receptive market
◆M-commerce will increase competition from new sources
◆Technology is increasingly coming between consumers and providers
◆Financial services provision is ideally suited to delivery via the various new media-how do you take advantage of this.

本報告深度解析金融服務業建構與執行行動商務的重要關鍵主題：
◆From E-Commerce to M-Commerce
◆Business Models for M-Commerce
◆Keeping Pace with Technology — The Evolution of Multiple-Platform Mobile Delivery
◆The Impact on the Internet
◆Building an M-Commerce Solution
◆The Enduring Issues of Security
◆Servicing the Straight-Through Customer
◆Trends Analysis for M-Commerce

本報告以全球10家金融服務與電信通訊領域的領導業者執行行動商務的案例, 做為企業標竿學習的目標, 包括：
◆Virgin Mobile
◆First-e
◆Citibank International
◆NTT DoCoMo
◆Commonwealth Bank
◆E-Loan
◆Leonia Bank

適合閱讀本報告的人士：
◆Managing Directors
◆Finance Directors
◆Marketing and Sales Directors
◆IT Directors
◆Consultants
◆Business Development Directors
◆Strategic Planners
◆E-Business Product Managers
◆Heads of R&D
◆Heads of Channel Management
◆Heads of Direct Banking
◆New entrants to Retail Financial Services

◆Setting the Scene GPRS - The Bridge to 3G
By Ian Channing, technology editor, Mobile Communications International -Examining at the technical and commercial challenges faced by operators looking to roll out GPRS, the crucial stepping stone to the third generation.
◆GPRS Market Overview
By Berlinda Dean, EMC
-A detailed update on who's done what so far in the emerging world of GPRS.
◆GPRS Business Modelling
By Northstream
-The highest quality GPRS network money can buy will be no good to operators unless they know how to make money from it.
◆Getting the price right: data's biggest challenge?
By Mark Newman, Group Editor, 3G Mobile
-It is one of the great unanswered questions of the mobile packet-based environment; how do operators price their service?
◆The Gateway to Success
By Patrick Svensson, director, GPRS Applications Alliance -Reliable, desirable applications are immeasurably important in this industry. Patrick Svensson takes a look at the kind of offerings we can expect to see when services launch.
◆Cellular Subscribers and Handsets
By Eric Cariou, ARC Group
-As the cellular industry enters its evolutionary phase, penetration rates are reaching ever increasing levels. How is the handset market set to develop?
◆Enabling Technologies Using Voice and Data Services Together
By John Locke-Wheaton, Mobile Lifestreams
-Whilst GPRS will usher in higher data usage, the phone remains a phone. John Locke-Wheaton looks at the kinds of GPRS handsets that will be available and how voice and data use will co-exist.
◆Delivering the internet over GPRS, nterworking with Internet and Intranet By Stanley Chia, Director, Mobile Systems and Services, Global Technology, Vodafone Air Touch
-Operators will have to consider many factors when evolving their GPRS networks to support Internet and Intranet access.
◆GPRS roaming: The Next Step
By John Hoffman, GPRS Consultant to the GSM Association
-The GSM Association, in co-operation with network operators, is taking the initiatives to ensure that GPRS roaming services are successfully implemented.
◆Billing in the new world
By Rick Allen, Logica
-GPRS is about to trigger an explosion in mobile data services. However, without an effective billing system in place, operator risk missing out on a massive opportunity.
◆Building a network platform for GPRS, and beyond
By Dr. Rick Younce, Tellabs
-Migrating their networks to GPRS is priority for most GSM operators-but so is protecting their existing investment. How can both these aims be cost-effective achieved?

本手冊與光碟結合歐美電信通訊業界的專業研究機構、資深管理顧問、科技專家、企業界領導者與專業經理人，深度解析行動應用服務 (Mobile Applications) 的市場現況與發展趨勢、商機與威脅、業者經營策略、新興科技與管理實務等重要關鍵議題：
◆An Overview of the Market for Mobile Applications
By Ann Walsh of Ovum
-This section provides an introduction to mobile applications. It outlines the critical success factor involved, the regional differences in the development of mobile commerce, the value of partnerships and the attractions of mobile applications to both cellular operators and financial services industry.
◆The Impact of Location-based Mobile Applications
By Melianne Cox, Cambridge Positioning Systems
-Mobile location services are being seen as adding real value to the mobile phone user. This section covers how the lack of standards is delaying the implementation of this technology, the rise of Wireless Application Service Providers, how location services can add value to an operator business, and deployment alternatives.
◆Mobile Entertainment--Exploiting the Leisure Market
By Kevin Bradshaw, CEO and Founder of Digital Bridges
-The new business arena of mobile entertainment services is defined in this section. The sort of services can user expect is outlined in this section, including the integration of MP3 and Gameboy-style features into next generation handsets, initial market experiences, charging models and who in the value chain will make money.
◆Mobile E-Mail--the Killer Applications
By Brett Warthen, CEO of Infinite Technologies
-While e-mail is the most widely used application on fixed infrastructure, this section examines the likelihood of success for mobile e-mail applications. It includes the key differences between implementing wired and mobile e-mail systems, the issues associated with multiple mailboxes and e-mail in the WAP marketplace.
◆Premium Information Service for the Business User
By Justine Taylor, Business Development Manager of Factiva
-This section examines the justification for premium information services. Topics discussed include who's to target and who's is paying? the impact of providing mobile information services to the corporate users and the various billing options available.
◆Mobile Applications-A Handset Developers Perspective
By Iikka Raiskinen, Nokia
-This section covers the marketing issues for mobile applications as seen from the perspectives of Nokia. Topics outlined include what technology considerations are important for success, the marketing complexities created by 2.5 G and 3 G infrastructure deployments, the impact of converging industries and how security will effect the acceptance of mobile applications.
◆Video Services on Mobile Handsets--the Next Goldrush?
By Dominic Clancy of WorldZap
-The prospect of live video on a mobile handset is outlined in this section. This details hoe the value of bringing content to the handset has more value on the cellphone than elsewhere, how services can be created from content, the profile of multimedia calls, the markup of mulimedia services and how sports viewing could be accomplished.
◆Mobile Commerce-The Future of the Market
By Julia Berry of Logica
-This section provides an insight into what mobile applications will be seen first on the 2.5G and 3G infrastrucure now being deployed and launched by cellular operators. Subjects covered include market demand for mobile applications, systems and infrastructure readiness and the value supply chain within m-commerce.
◆The Impact of the Youth Market on the Mobile Internet
By Karl Simonsen, CEO of Indiqu
-The impact of the youth market on mobile applications is outlined in this section. Subjects detailed include the particular characteristics of the market must be viewed as being 'segmented to the extreme', and how mobile internet resources will be used by the youth market.
◆Overcoming the Security Concerns of WAP-based E-Commerce
By Andy Wigley of Security Trading
-The development of WAP security and its relationship to e-commerce is described in detail within this section. Areas covered include why WAP e-commerce has been slow to start, how WAP security works and the future development routes.
◆Mobile Applications Vendor Listings
-The detailed information of the major players in the world of Mobile Applications.