aepst a t pst a ea Ta:Stat st t t et pee

1
??????µ??? ?a?ep?st?µ?? ??????
?µ?µa ??????t???? ?p?st?µ?? ?a?
?e???????a?T?µaSt?at????? st? ???? t?? ????t??
??e?t??????? ?p??e??e??

• ?µ?da 29
• 1. ??ts?µ?t? ???e????
• 2. ?????? ??a
• 3. ?et???? ?????

2
???a?a? ?e??e??µ????

• ? ????? t?? ????t?? ??e?t??????? ?µp?????
• ?p??e???µat??? St?at?????,e????e?e? ap??t?s??
  a?ta????st???? p?e??e?t?µat??
• ?µp?e??µe??? pa??te? ?a? ?? e????e??? t??? st??
  e??????? a????
• ?p??????

3
? ????? t?? ????t?? ??e?t??????? ?µp?????

• M-Commerce ? e?t??es? s??a??a??? ?? ?p??e? ?????
  ???µat??? a??a, µ?s? as??µ?t?? s?s?e??? ?p??
  ????t? t???f??a ?a? PDA(Personal Digital
  Assistant).
• M-Commerce ap?te?e? ?p?s????? t?? M-Business,
  t? ?p??? pe???aµß??e? ?p??ad?p?te ?e?t?????a p??
  p?a?µat?p??e?ta? µ?s? ????t?? t??ef????-as??t??
  a? ?ata???e? se eµp????? s??a??a?? ? ???.
• ?e? ?e??e?ta? efa?µ??? t?? ?-Commerce ? ap?st???
  ?a? a?ta??a?? SMS (ap?? ?a? µ???? ?e?µe??
  µ???µat??) a??µesa se d?? ?t?µa.
• Te??e?ta? efa?µ??? t?? M-Commerce ? ap?st??? SMS
  µ???µ?t?? a??µesa se µ?a ?p??es?a ?a?????
  ?????f????? ?a? se ??p??? ???st?, ? ?p??a ??e?
  s???e???µ??? t??p? ????s??.
• 
  (Ref. Durlacher )

4
? ????? t?? ????t?? ??e?t??????? ?µp?????

• ????a p?e??e?t?µata t?? M-Commerce
• ? Mobility ?Ubiquity
  ?Reachability
• ?Localization(Location Sensitivity)
  ?Convenience
• 
  (Ref. Durlacher)
• ??de??t???? efa?µ???? t?? M-Commerce
• ???µat???????µ???? s??a??a???(M-Banking,
  M-Broking, Mobile ?????µ??)
• ?a???? ?????f????? 
• Mobile ??µ?p?as?e?
• Mobile Ticketing
• Mobile ?a????d?a, Music and Video

5
?p??e???µat??? St?at?????,e????e?e? ap??t?s??
a?ta????st???? p?e??e?t?µat??

• ? st?at????? s???stata? st? ?a ???e?? d?af??et???
  p???µata ap ?,t? ?? a?ta????st?? s?? ? ?a ???e??
  ta ?d?a p???µata µe d?af??et??? t??p?.
  
  Michael Porter
• ?e?????? ap??t?s?? a?ta????st???? p?e??e?t?µat??
• ???ad??? a?ta????st??? t?p???t?s? t?? ep??e???s??
• ??ast????t?te? p??sa?µ?sµ??e? st? st?at?????
• ?e???a?e? ep??????
• ?a???asµa t?? d?ast????t?t?? (apa?a?t?t? st???e??
  ??a a?ta????st??? p?e????t?µa)
• ?pa??? ?e?t???????? ap?te?esµat???t?ta?
• 
  (Ref. Harvard Business Review)

6
?p??e???µat??? St?at?????,e????e?e? ap??t?s??
a?ta????st???? p?e??e?t?µat??

• M-commerce µ?a ?a?da?a a?apt?ss?µe?? a???? µe
  µe???? ßa?µ? aßeßa??t?ta? ??a ????? t???
  eµp?e??µe???? pa??te?.
• St?at?????? ??se?? t?? ep??e???se?? ??a t??
  a?t?µet?p?s? t?? aßeßa??t?ta? µe ß?s? t??
  ???d?????pt??? d???es?
• ?a ?d??e? t?? e?e???e?? (shaper)
• ?a p??sa?µ??eta? s a?t?? (adapter) ?
• ?a d?at??e? t? d??a??µa st? pa????d?(reserve the
  right to play)
• ?? ??e? a????? apa?t??? f????µ? st?at?????
  p????aµµat?sµ?
• 
  e??????s?
• 
  p??ß?e?? ?a? ??a??p???s? t?? ep???µ??? t??
  pe?at??

7
?µp?e??µe??? pa??te? ?a? ?? e????e??? t??? st??
e??????? a????

• ????a??e? eta??e?e? st? ???? t?? ????t??
  t??ef???a? st?? ????da
• Vodafone
• Telestet
• Cosmote
• ??a pa???s?a st?? a???? Q Telecom
• ?p??s?a ??s?ast???? d?af???? µeta?? t?? pa?ap???
  eta??e??? ?s?? af??? t?? pa?e??µe?e? ?p??es?e?
• ???eµ?? e?t?p?se??
• ???te??? a?ta????sµ?? µeta?? Cosmote-Vodafone(µe??
  d?? Cosmote st?? e??????? a???? 37,3 ?a?
  Vodafone 36)
• 
  (Ref. www.mobile.gr )
  

8
?µp?e??µe??? pa??te? ?a? ?? e????e??? t??? st??
e??????? a????

• Vodafone
• ??e???? ep??e???s? -gt d??aµ??? e?s?d?? st??
  ????da µe t? s?????e?s?-e?a???? t?? Panafon
• St?at????? p??sa?at???sµ??? st?? p???t?ta t??
  ?p??es??? t??(a???s? t?? a???p?st?a? t??,e????a )
• ?e??d??? p?????s? t?? ?p??es???(p.?. Vodafone
  live)
• ???a??µ??? ?a? p??t?p???a?? Marketing(p.?.
  Vodafone Box)
• ???t?p???a??? ??ast????t?te? Vodafone
• Vizzavi.gr t? µe?a??te?? e??????? portal,
  ?p??es?e? p??sß?s?µe? ?a? ap? ????t? t???f??a p??
  ?p?st??????? t?? te???????e? WAP/GPRS
• Vodafone live µ??ad??? se??? ?p??es??? ep?µe???
  ?e???? ßas?sµ???? st? ???µa, t?? ??? ?a? t??
  e????e?

9
?µp?e??µe??? pa??te? ?a? ?? e????e??? t??? st??
e??????? a????

• Telestet
• ?d?????e t? 1992
• ?e?t?????a d??t??? ap? t?? 29/6/1993
• ?ta????? s???es? STET Mobile Holding, NV(µ????
  t?? TELECOM), Verizon, Interamerican
• ?at??e? t?? e????a leader st?? t?µ?a t??
  ?a???t?µ???
• ?s?e? focus strategy(?µfas? se ???sµ??a tµ?µata
  t?? a?????)
• ???t?p???a??? ??ast????t?te? Telestet
• pa???s?ase p??t? ?p??es?e? ????t?? t??ef???a?
  µ?s? WAP(Wireless Application Protocol) (?????
  2000)
• ? p??t? e??????? eta??e?a ????t?? t??ef???a? p??
  p??sf??e? t? d??at?t?ta ?etaf???? ?ed?µ???? se
  ????? ?a??t?ta (High-Speed Circuit Switched
  Data-HSCSD) µ?sa ap? t? d??t?? GSM 900

10
?µp?e??µe??? pa??te? ?a? ?? e????e??? t??? st??
e??????? a????

• 21/6/2000 TELESTET on line WAP , ????t?
  p???(Mobile portal) µe pa??t? ?p??es??? On Line
  ?a? ap???e?st??? s??des? st?? d?ad??t?a??? p??e?
  in.gr ?a? thea.gr
• TELESTET Finder (Location Based Service)
• TELESTET on line trading ap?t??esµa t??
  s??e??as?a? µe t?? Ericsson Hellas S.A. ?a? t??
  Broker Systems S.A ??a t?? a??pt??? efa?µ????
  Mobile Internet ,µe ?µfas? st??
  ???µat???????µ???? efa?µ????.
• S?µµet??? st? e???pa??? e?e???t??? p????aµµa
  MobiCom
• ???e??a ??a t? Mobile Commerce st??
  ????da?s???? R D(??e??a ?a? a??pt???)
• 10/1/2003 MMS PHOTO DATE

11
?µp?e??µe??? pa??te? ?a? ?? e????e??? t??? st??
e??????? a????

• Cosmote
• ?e????se t?? eµp????? ?e?t?????a t?? t?? ?p?????
  t?? 1998
• ?p?te?e? p????? s??e??as?a? d?? d???µe??, t?? ???
  ?a? t?? ???ß?????? eta??e?a? ???ep??????????
  TELENOR.
• H COSMOTE ?at??e? t?? p??t? ??s? st? s????? t??
  e???????? a????? µe µe??d?? 37,3
• ???????e? pe?at??e?t???? st?at????? pa?????ta?
  ?aµ???te?e? t?µ??, e?????ta? t??? ???ste? t??
  d??t??? ??? ?a? COSMOTE(cost leader)
• ???t?p???a??? ??ast????t?te? Cosmote
• My Cosmos ? t? p??t? e??????? portal,
• ? e???? s??e??as?a?
  µe????? ?a? p??t?p???? eta????? ?
  pa???e? e??µ???s?, ep????????a, d?as??das?

12
?p??????

• ?? M-COMMERCE ß??s?eta? a??µ? se eµß??a?? f?s?.
• ?fa?µ???? a???? ?a? d?s????te?
• ??OS
• G????? ???µ?? a??pt???? te???????a? Wireless
  Internet
• ????p??es? ??a t?? ep?t??? a??pt???
• ?????? t?? ?a??µe????t?ta? t??
  a????p??
• F?s? efa?µ???? ? Anytime, anywhere
  applications
• ? ??????
  s??a??a???
• ?? ??e?d? t?? ep?t???a? ??? µ??? e?t?p?s?a??
  ??af???
• a???
• 
  e????ste? ?a? ?e?t???????? ?p??es?e?