The Shift from EMarketing to UMarketing in the Near Future

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The Shift from E-Marketing to U-Marketing in
the Near Future

• By Hai Yen Nguyen

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Outline

• 1.Introduction about Ubiquitous Society
• 2.E-Marketing vs. U-Marketing
• 3.Possibilties with U-Marketing
• Provide Fully-attentive customer service
• Benchmark marketing
• Extreme Niche Marketing
• Improve CRM data base
• 4.Recap

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Entering U Society

• U stands for Ubiquitous which means existing
  everywhere.
• We are in entering Ubiquitous network society,
  where we can use wide ranges of equipment such as
  mobile phone, PDA, car navigation system and
  portable digital devices to access and exchange
  information at anytime, anywhere, and with
  anybody via broadband network.

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Current Society vs. U Society

• Current Society
• People have to sit in front of PC to access to
  internet
• Each individual computer connects to internet.

• U Society
• People can connect to internet everywhere at
  anytime
• Wide ranges of devices are connected to the
  network.

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Are you talking about Science Fiction?

• We are actually entering the Ubiquitous Society
• Example of U cities in the world
• Japan is attempting to establish U Japan
  strategy
• Songdo - U city in Korea
• Philadelphia- 1st nation wireless city

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What makes U Society possible?

• Ubiquitous Society becomes possible because of
  many technological development
• Use of broadband internet (Internet Protocol
  Version 6 -IPv6 )
• Smart Cell phone
• Radio frequency identification (RFID)

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E-Marketing vs. U-Marketing

• E-Marketing
• Limit within the cyber space
• Depends on the PC terminal
• Internet is the only mean of communication.
• Service providers have to depend upon users to
  enter all necessary information
• Depends on history purchase to collect data

• U-Marketing
• Happens in the real space
• Not depends on only PC
• Not depends only on internet to communicate with
  consumers.
• Information actively seek for consumers
• Collect real time data

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Possibilities with U-Marketing

• U-Marketing allows hotels
• Provide Fully-attentive customer service
• Benchmark marketing
• Extreme Niche marketing
• Improve CRM database

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Provide Fully-attentive customer service (
Applying Radio frequency identification- RFID
technology)

• Embed RFID tag in hotel key room, allow hotel to
  track guest's preferences ( collect real time
  data).
• Example Swimming pool or sauna is preferred by
  the guest.
• 2) Embed RFID tag into the hotel Membership
  card
• - Encode personal welcome messages in the RFID
  tag which is embedded into membership cards.
• - When guests enter hotels, personal welcome
  messages will flash on the billboard which is
  located in the check-in area.

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Fully-attentive customer service( Applying
Radio frequency identification- RFID technology
Cont)

• 3) Embed RFID tag into car navigation system
• Locate RFID tag readers in the areas near the
  hotel such as billboards on highway, street
  lights and traffic lights.
• When guests enter the areas near hotel, they will
  receive information about hotels as well as
  directions.
• Also, guests can receive information about that
  area such as map, tourist attractions.
• -

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Fully-attentive customer service (Using Smart
cell phone)

• Smart cell phone in the ubiquitous society

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Fully-attentive customer service (Using Smart
Cell Phone)

• Clients pre register their mobile-phone number
  and provide hotels information about their
  special interest areas.
• Clients will receive Smart membership cards when
  they register with hotels
• The movement of Smart membership card will
  trigger information to be sent to cell phone when
  clients pass certain points of area where hotels
  locate their data transmitters( different
  locations will trigger different messages which
  are tailored according to clients interest)
• Example
• When the guest pass the airport gate ( where data
  transmitter is located), a welcome message will
  be sent to their cell phones.
• When the guest enter hotel restaurant, discount
  information or special food ( according to the
  guests interest) will be sent to their cell
  phones.

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Fully-attentive customer service(Using
Portable Digital Devices)

• The same method can be applied to wide ranges of
  Portable Digital Devices.
• Hotel information such as discount rate or
  special promotion can be sent to portable digital
  devices such as MP3 players, PDA (personal
  digital assistant) when clients enter certain
  areas.
• Thus, sales promotion is controlled on real time
  basis

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Benchmark Marketing

• Web 2.0 such as Blog, wikipedia are the
  predecessor of Benchmark Marketing.
• Web 2.0 builds online communities.
• Hisao Nakajima says Benchmark Marketing
  increases the power of community beyond real
  words.
• The online communities will rank, evaluate and
  give advices about product/service.
• Marketers need to aware of the power of these
  online communities as consumers tend to trust
  themselves more than services providers.

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Extreme Niche Marketing

• In the future, hotel can target extreme niche
  market
• Hotel in the future can be Build to Order
  Hotel
• Guest can access to hotel website and order types
  of furniture, and room outlet they prefer.
• Hotel builds the room according to the guests
  preferences.
• Thus, hotels can target extreme niche market to
  build customer loyalty and brand differentiation.

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CRM

• Now CRM database mainly concerns with identifying
  and targeting the right customers.
• Ubiquitous network will expand the scope of CRM
• CRM system can connects to RFID tag readers
• Tag readers decode information from RFID tags
  which are embedded in Smart membership cards, and
  send information directly to CRM database
• CRM database is constantly updated with real time
  data.

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Recap

• U Marketing helps service providers to
  communicate with consumers everywhere, at
  anytime via network.
• U Marketing enable service providers to
• ? Provide Fully-attentive customer service
• Benchmark marketing
• Extreme Niche marketing
• Improve CRM database

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Reference

• Ubiquitous Agent Technology, Inc
  http//www.uat.jp/english/obiquitous_network.htm.
• Gyre Technology Limited
• http//www.gyre.co.uk/help/broadband/connection_s
  haring.php
• http//www.smartmobs.com/archives/images/ubiquity_
  mobi.jpg
• Marketing Strategy in the Era of Ubiquitous
  Networks by Hisao Nakajima
• www.nri.co.jp/english/opinion/papers/2002/pdf/np2
  00244.pdf