U-Commerce - People Websitespeople.terry.uga.edu/rwatson/general/slides/u-com.pdf · 2014-08-04 ·...

U-CommerceExpanding the universe of marketing

Richard T. Watson

[email protected]

Copyright © 2009 by Richard T. WatsonWednesday, April 7, 2010

mailto:[email protected]?subject=email%20subject

mailto:[email protected]?subject=email%20subject

2

Expanding the vision

Wednesday, April 7, 2010

3

Expanding the vision


4

Parallel revolutions

– Physics

– Newtonian to special theory of relativity

– Art

– Realism to modern art


5

Raphael: School of Athens


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Picasso: Ma Jolie


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Parallel revolutions

– Einstein and the Cubists proposed alternative concepts of space

– Space interacts with the volume, shape, and size of objects

– Space and time can be fractured into visual elements


8

U-commerce

– An alternative view of time and space for business and marketing

– Commerce has been flattened to two dimensions

– Multiple connections are being reduced to a single point


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A foundation in light

– Physics

– Speed of light in a vacuum is constant

– Art

– Innovations in recording light

– Commerce

– Using light to communicate


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Types of Commerce

Type Foundation

Commerce Transportation network

E-commerce Internet

M-commerce Cell phone network

U-commerce Ubiquitous networks


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Types of commerce

ABCDEFGHIJKLMNOPQRSTUVWXYZ


Emu


Some ewes - female sheep

Text


What’s happening?Pay by phone with SMS reminder

Revenue management

Self-report of malfunctions and tampering

Connection to ticket-writing device


15

What’s happening?

San Francisco is identifying every parking

spot


Toyota Prius with RFID, Bluetooth, XM™ radio, GPS, FM, and AM

What’s happening


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RFID on each bale to specify

location

Wireless connection to base station to determine

servicing needs

GPS for farm GIS

Microwavesensors

measure flow of cotton


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What’s happening?

ZigBee™Wednesday, April 7, 2010

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Shazam

Bloomberg


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It’s all happening!


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Key forces

– Bounded rationality

– Attention deficit society


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Bounded rationality

– Humans have limited capacity to process information

– People are capable of a wide variety of reasoning errors when making decisions

– Managers have difficulty in managing a multitude of customers on a one-to-one basis


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Attention deficit society– Consumers are increasingly bombarded with more

and more messages

– It is estimated that a single weekday issue of the New York Times contains more information than the average person in seventeenth-century England came across in a lifetime

– Conscious attention is a scarce resource

– Some messages need to be attenuated and others amplified


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U-commerce

– The use of ubiquitous networks to support personalized and uninterrupted communications and transactions between a firm and its various stakeholders to provide a level of value over, above, and beyond traditional commerce

– Über-commerce


Ubiquitous

– Networks everywhere

– All consumer durable devices are on a network

– Intelligence and information are widely dispersed and always accessible

– Smart entities

– Appliances

– Buildings

– Signs

– Street smart communities

25Wednesday, April 7, 2010

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Universal

– Multifunction information appliances

– Devices work everywhere

– All networks

– All locations

– Always connected

– Universal access


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Unique

• Information is customized

– To person

– To device

– To context

• Location

• Time

• Role


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Unison

• Synchronization/replication of designated files

• Transparent to owner

• Current data are always available

• Team work synchronization


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U-space

Unconscious(behind or out of conscious awareness)

Attenuation marketing

Amplification marketing(extends/enhances awareness)

Ultra-conscious

Unique(time-space dependent)

Contextual marketing

Ubiquitous(time-space independent)

Transcension marketing

Post-humanHyper-real

Node Matrix

Immersion marketing Transformation marketing

Nexus marketing Sync marketing


Hyper-real

– Ultra-conscious & unique

– Delivering information that enhances conscious interaction with the environment in specific situations

– Extraordinary experience


Post-human

– Ultra-conscious & ubiquitous

– Delivering information that enhance conscious interaction with the world that transcends specific time-space


Matrix

– Unconscious & ubiquitous

– Information systems designed to automatically perform tasks


Node

– Unconscious & unique

– Information systems that reduce conscious interaction with the environment in specific contexts


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– Greater opportunities for coordination and collaboration

– Information overload

– Too much oversight

– Reduction of time and place constraints

– Work never ends

Organizational implications


IS implications

– Four fundamental drivers

– Ubiquity

– Uniqueness

– Universality

– Unison


Ubiquity

The drive to have access to information unconstrained by time and space


Uniqueness

The drive to know precisely the characteristics and location of a person or entity


Universality

The drive to overcome the friction of information systems incompatibility


Unison

The drive for information consistency

Richard T. Watson

DATAMANAGEMENTDatabases and Organizations

Fifth Edition


Vélib

Self-service bike rental

Paris starting July 2007

10,000 bikes and 750 stations

Yearly subscription fee and first 30 minutes free


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Conclusion• Innovations in processing information are the

bedrock of cultural, social, political, and economic change

• U-commerce is the final step in the evolution of commerce

• It is part of the evolution in thinking about a firm’s relationship with the customer

– From products to services

– From services to information

• Information is service


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U-commerce– The ultimate killer app

– It is changing everything


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U-Commerce - People Websitespeople.terry.uga.edu/rwatson/general/slides/u-com.pdf · 2014-08-04 ·...

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