CHA2 Mobile Commerce Applications II Mobile Marketing Management System

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CHA2Mobile Commerce Applications IIMobile
Marketing Management System

• Presented by
• Cheng Mei Yi, Maggie
• Fong Pui Yee, Momoko
• Lo Wai Keung, Ken

Advised by Prof. Samuel T. Chanson
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Overview

• Introduction
• Results
• Conclusion
• QA

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Introduction

• Background
• Popularity of SMS
• Inefficiency of traditional marketing techniques
  (mainly not tailor-made for individual customers)
• Motivation
• Apply mobile technologies on commercial usage
• Solve existing problems in marketing
• Objective
• Effective mobile marketing solutions
• Efficient management system
• Challenges
• Stable and extendable system
• Interactive with fast response time

4
System Design

• System Architecture
• Three-tier Model

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System Design

• Components
• Central management system (CMS)
• User interfaces
• Mobile services

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Central Management System (CMS)

• Database Interface
• Handle network connection to database
• Retrieve/Store data from/to database
• SMS Processor
• Direct SMS between SMS gateway and mobile
  services
• Message Log System
• Log incoming/outgoing SMS to database

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User Interfaces

• Management System Interface
• Manage merchants information, coupon and
  promotion details
• Set up SMS game questions
• Review member behavior and usage statistics
• Merchant Interface
• Review the company profile
• View query message statistics
• Monitor popularity of published coupons
• Customer Interface
• Do registration
• Download mobile coupons via SMS or MMS

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Mobile Services

• Functions
• Interactive merchant query
• Interactive product query
• SMS game
• Mobile coupon
• Promotion broadcast
• Purposes
• Cater customers interests
• Facilitate delivery of promotional material

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Mobile service -Interactive merchant query

• Purpose
• Allow customers to query the location and
  telephone number of a merchant via SMS
• Design
• Location-sensitive
• Multiple outlets supported
• Coupled with latest promotion

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Mobile service -Interactive product query

• Purpose
• Allow customers to locate outlets which selling a
  specific product
• Design
• Location-sensitive
• Multiple interactive SMS messaging supported

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Mobile service -SMS game

• Purpose
• Provide merchants to set up SMS games to
  customers for promotion purpose
• Design
• Sending question, performing lucky draw and
  publishing results
• Acting on schedule automatically
• Selecting targeted receivers according to gender,
  age group and interest

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Mobile service -Mobile coupon

• Purpose
• Allow merchants to create mobile coupons for
  members to use
• Design
• Support SMS/MMS coupons
• Allow mobile coupons to be downloaded from web
• Use WAP phone to redeem

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Mobile service -Promotion broadcast

• Purpose
• Broadcast promotion information to customers
• Design
• Sending promotions on given schedule
• Selecting targeted receivers according to gender,
  age group, interest, location and income level

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Conclusion

• Achievements
• Apply mobile technologies in Marketing
• Promote everywhere
• Employ Customer Relation Management (CRM)
• Possible Future Extension
• Automatic location searching

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Thank you!QA