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Geschaftsmodelle Des M-Commerce

Geschaftsmodelle Des M-Commerce

          
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About the Book

Es gab in letzter Zeit viele Diskussionen um den enormen Preis der Universal Mobile Telecommunications System (UMTS) - Lizenzen, der, wie ich meine, zeigt, dass sich die Netzbetreiber ein enormes Potential auf dem Gebiet des M - Business versprechen. Nach Schatzungen von Durlacher Research sollte der europaische Markt fur M - Business im Zeitraum von 1999 bis 2003 von 323 Millionen Euro auf 23,6 Billionen Euro ansteigen, wobei im Bereich Werbung die hochsten Gewinne erzielt werden sollen 1 . Diese Einschatzung zeigt die hohen Erwartungen im Bereich des M - Business. Ob diese Erwartungen gerechtfertig sind, werde ich versuchen, im Rahmen dieser Arbeit zu beantworten.In Anbetracht der hohen Kosten fur Lizenzgebuhren werden die Netzbetreiber nach geeigneten Geschaftsmodellen suchen mussen, um sich moglichst schnell uber eine kritische Masse an Kunden zu refinanzieren 2 .Anders als im E - Business, wo die Benutzung von Internet Diensten und Inhalten im Wesentlichen zur freien Verfugung steht, gehen Experten davon aus, dass die Dienstleistungen im M - Business Bereich fur den Anwender kostenpflichtig sein werden 3 . Es gilt also, Geschaftsmodelle zu finden, die schnell eine kritische Masse an Nutzern aufbauen, es aber trotzdem ermoglichen, einen gewissen Preis dafur vom Kunden zu verlangen. Als erste Voraussetzung, um eine kritische Masse zu erreichen, ist, dass die Technik ausgereift sein muss, d.h. die Bandbreite muss gross genug sein, um Bilder und Daten zugig zu ubertragen. Ausserdem mussen die mobilen Endgerate bedienungsfreundlich zu handhaben sein (Convenience Aspekt), ansonsten werden viele potentielle Kunden der 'neuen' Technik den Rucken kehren. Um die Zahlungsbereitschaft beim Kunden zu wecken, ist es notig, einen echten 'Mehrwert' beim Kunden zu generieren 4 . Dieser Mehrwert kann vollig unterschiedliche Auspragungen haben, z.B. kann der Kunde beim M - Business zeit-und ortsunabhangig auf bestimmte Informationen und Dienste zugreifen, Wartezeiten konnen besser genutzt werden, indem per E - Mail geschaftliche Dinge geklart werden, oder fur den 'Privatmann' konnen Wartezeiten durch viele verschiedene Unterhaltungsangebote angenehmer gestaltet werden. Fur solche Dienstleistungen, welche die Lebensqualitat des Nutzers nachhaltig verbessern, wird der Kunde am Wahrscheinlichsten bereit sein zu bezahle


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Product Details
  • ISBN-13: 9783638260886
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Language: German
  • ISBN-10: 3638260887
  • Publisher Date: 01 Jan 2004
  • Binding: Digital (delivered electronically)
  • No of Pages: 19


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