Exercise 15: M-commerce: Innovation and mobile devices

1. What is meant by a location based service? Explain using the Web applications
found on a late model mobile device.

Wikipedia (2010) defines a location based service (LBS) as an information and entertainment service, accessible with mobile devices through the mobile network and utilising the ability to make use of the geographical position of the mobile device. LBS services can be used in a variety of contexts, such as health, work and personal life. LBS services include services to identify a location of a person or object, such as discovering the nearest banking cash machine or the whereabouts of a friend or employee. LBS services include parcel tracking and vehicle tracking services. LBS can include mobile commerce telecommunication convergence when taking the form of coupons or advertising directed at customers based on their current location. They include personalised weather services and even location-based games. The below linked is a You Tibe Video containing a brief discussion on LBS, particularly looking at who will make the most money from LBS.

Location Based Services

A popular use of an LBS today is on mobile phones. I-phone for example, is able to use GPS and mobile phone towers to determine a persons location and utilse this information for applications such as maps and navigation, google earth and for searching for various areas of interest such as the nearest restuarant, coffee shop of ATM. Smart devices and phones such as I-phones and I-Pod allow users to install a myriad of web applications which utilise LBS technology. A prime example of this is the use of a mobile version of google earth on I-phone or I-pod for navigation purposes. The below link is a You Tube video demonstrating some of the LBS features, including Google Earth on an I-pod Touch.

Location Based Services on an I-pod Touch

As can be seen from the previous discussion and these video, an LBS is an online application or system that is accesible by a mobile device, whether it be a mobile phone, PDA, iPod. An LBS may also perform functions for other devices such as smart cards, biometric scanners. which use online services. Technologies such as WLAN, BlueTooth, InfraRed are used in location based services to not only track the location of the mobile device being used but also to allow the devices to access information or services based on the geographic location of the device.

2. Describe the purpose of the Open Mobile Alliance Initiative?

According to the Open Mobile Alliance website the Open Mobile Alliance (OMA) was formed in June 2002 by approximately 200 companies including the world’s leading mobile operators, device and network suppliers, information technology companies and content and service providers.The OMA aims to consolidate into one organisation all specification activities in the service enabler space. The OMA is the focal point for the development of mobile service enabler specifications, which support the creation of interoperable end-to-end mobile services. The OMA drives service enabler architectures and open enabler interfaces that are independent of the underlying wireless networks and platforms. OMA creates interoperable mobile data service enablers that work across devices, service providers, operators, networks, and geographies. Toward that end, OMA will develop test specifications, encourage third party tool development, and conduct test activities that allow vendors to test their implementations. The Goals of OMA are as follows:

• Deliver high quality, open technical specifications based upon market requirements that drive modularity, extensibility, and consistency amongst enablers to reduce industry implementation efforts.
• Ensure OMA service enabler specifications provide interoperability across different devices, geographies, service providers, operators, and networks; facilitate interoperability of the resulting product implementations.
• Be the catalyst for the consolidation of standards activity within the mobile data service industry; working in conjunction with other existing standards organizations and industry fora to improve interoperability and decrease operational costs for all involved.
• Provide value and benefits to members in OMA from all parts of the value chain including content and service providers, information technology providers, mobile operators and wireless vendors such that they elect to actively participate in the organisation.

In a nutshell, the OMA is a standards body which develops open standards for mobile inductries.

3. What are the main components of a mobile Web services framework?

According to Kneilling (2002), a Web services application framework is a set of guidelines and specifications for platforms, tools and programming environments that address the design, integration, performance, security, and reliability of distributed and multi-tiered mobile applications. This framework is a very comprehensive set of responsibilities and basic support for applications must include presentation services, server-side processing, session management, a framework for business logic, caching for application data, application logic, persistence, transactions, security, and logging services.

In a real-world enterprise environment, the mobile Web services framework is a scalable application development, deployment, and execution platform for web services. It needs to provide development and run-time services for transaction management, security, state management, application integration, administration, connections, messaging, and business process management. Because people need to connect to Web Services from anywhere and everywhere, the framework also needs to support various GUIs, including Web browsers and wireless devices. Application frameworks are implemented as tools and servers built on top of application frameworks (Kneilling, 2002).

4. Visit an airline Web site and search for information on WAP or SMS or 3G mobile application access to booking airline services. The same services exist in banking. How do both industries compare?

I chose to take a look at the Singapore Airlines site. They have a dedicated site which explains how to book a flight and check-in using a mobile device, including the selection of seats and managing your booking. This is achieved by downloading a Java application known as SIA Mobile. Once installed on a mobile phone, customers may:

• Perform theCheck-in process for flight check-in anytime between 2 and 48 hours prior to flight departure.
• Select seats after completing Mobile Check-in.
• For selective flights, have a 2 D - Barcode display on your mobile for check-in.
• Manage My Booking to retrieve your flight details or any flight schedule change affecting your flights.
• See the status of waitlisted bookings or to confirm the status of waitlisted booking.
  

The banking industry also makes extensive use of mobile applications. In constrast to the airline industry, after examining the ANZ Mobile Banking website, mobile banking allows customers to do the following on their mobile device:

• view account balances
• view transaction history up to 30 days
• transfer between accounts
• pay bills via BPAY®
• complete Pay Anyone transactions
• locate ANZ ATM's, Branches, Business Centres and Night Safes
• contact ANZ

As can be seen, both the airline and banking industries have started making extensive use of mobile technology.in person or using a desktop or laptop PC. The adoption of such technology allows customers use their mobile device to do tasks that they would otherwise have to do This adds another level of convenience, allowing customers to do these tasks while they are on the go.