Mobile Vouchers

VoGo Mobile Vouchers and the VoGo Marketing Platform
MSc in Electronic Commerce
Practicum
Mobile Vouchers
Group Members
Darran Kavanagh
Francesca Feeney
Ita Rowesome
Loic Hervot
Business Supervisor
Malcolm Brady
Technical Supervisor
Gary Keogh
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Table of Contents
Table of Contents.................................................................................................................................2
1 ~ Executive Summary.....................................................................................................................6
Summary Description of the Practicum........................................................6
2 ~ Strategy: Product/Service Concept......................................................................................8
Product Concept.........................................................................................8
Salient Benefits.........................................................................................10
Consumers....................................................................................10
Clients...........................................................................................10
Sustainable Competitive Advantage...........................................................11
Milestones to Product Development..........................................................12
Technical Milestones.....................................................................12
Business Milestones......................................................................13
Customers................................................................................................13
Business Model.........................................................................................13
Revenue Model..........................................................................................14
Risk Assessment and Evaluation................................................................15
Industry and Market Risk...............................................................15
Strategy Risk.................................................................................15
Operational Risk............................................................................15
Technology Risk............................................................................16
Financial Risk................................................................................16
Growth Strategy........................................................................................16
Phase One: Market Entry................................................................16
Phase Two: Expansion...................................................................17
Future:..........................................................................................17
Future Trends and Developments..............................................................18
Case Study – Japan forerunner for mobile phone trends................18
Future Trends for Mobile Technology ...........................................21
~ Finger Whisper ..........................................................................21
~ Mime Speech Recognition...........................................................22
3 ~ Marketing Analysis and Sales Plan...................................................................................23
Mission Statement.....................................................................................23
Internal Audit............................................................................................23
Organisational Assets....................................................................23
~ Financial Assets..........................................................................23
~ Physical Assets...........................................................................24
~ People Assets.............................................................................24
~ Legally Enforceable Assets.........................................................24
Marketing Assets...........................................................................24
~ Customer Based Assets..............................................................24
~ Distribution Based Assets...........................................................25
~ Internally Based Assets...............................................................25
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VoGo Mobile Vouchers and the VoGo Marketing Platform
~ Alliance Based Assets.................................................................25
~ Company/Team Assets..............................................................26
SWOT Analysis ~ VoGo m-Vouchers..........................................................26
Strengths......................................................................................26
Weaknesses...................................................................................27
Opportunities................................................................................27
Threats..........................................................................................27
SWOT Analysis ~ VoGo Marketing Platform................................................28
Strengths......................................................................................28
Weaknesses...................................................................................28
Opportunities................................................................................28
Threats..........................................................................................28
External Audit...........................................................................................29
Structure of the external environment...........................................29
Economic Environment:.................................................................29
Customers: ...................................................................................29
Competitive Environment – who are the suppliers and customers????
.....................................................................................................30
Threat of substitute products and services....................................31
Bargaining power of customers ....................................................31
Political and Legal Environment –..................................................31
Technological Environment –.........................................................32
Socio-Cultural Environment –........................................................33
Ecological Environment –...............................................................33
Competitor Analysis..................................................................................34
Industry and Markets................................................................................36
Industry Analysis...........................................................................36
Actual Market Size & Potential Market Size....................................37
High Technology Markets..............................................................39
Crossing the Chasm......................................................................39
Market Drivers..........................................................................................40
Market research results and deductions....................................................42
Evaluating Market Strategy........................................................................45
Evaluating Market and Market Segments...................................................46
Marketing Mix...........................................................................................47
Product.........................................................................................47
~ M-Vouchers .............................................................................47
~ M-Marketing..............................................................................47
~ Boston Consulting Matrix...........................................................48
Price..............................................................................................48
~ m-Voucher costs........................................................................49
~ Subscriptions.............................................................................49
~ m-Marketing packages...............................................................49
Place.............................................................................................49
Promotion.....................................................................................50
~ Online Campaign........................................................................50
~ Offline Campaign.......................................................................50
Physical Evidence...........................................................................51
Process..........................................................................................51
People...........................................................................................52
~ Business – front line staff...........................................................52
~ Business ....................................................................................52
~ Technical....................................................................................52
4 ~ Technology/Operations Plan...............................................................................................53
Architecture and System...........................................................................53
Overview of VoGo..........................................................................53
Technology Used:..........................................................................54
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VoGo Mobile Vouchers and the VoGo Marketing Platform
PHP...............................................................................................54
MySQL...........................................................................................55
~ Advantages of MySQL.................................................................55
Clickatell SMS API - http://www.Clickatell.com .............................56
Benefits for using Clickatell in VoGo:.............................................57
Security.........................................................................................61
UML - User Cases (Users and Stores).............................................63
Stores:...........................................................................................72
Standards..................................................................................................80
Ecommerce Directive.....................................................................80
Data Protection Act.......................................................................81
Opt in / Opt out............................................................................81
Consumer Affairs..........................................................................82
Labour Requirements................................................................................82
5 ~ Management Structure...........................................................................................................83
Organisation Structure..............................................................................83
Ita Rowsome .................................................................................83
– Chief Executive Officer and Director of Sales...............................83
Francesca Feeney .........................................................................83
– Chief Financial Officer and Director of Marketing & PR................83
Loic Hervot ...................................................................................84
– Chief Operations Officer and Director of Innovations..................84
Darran Kavanagh ..........................................................................85
– Chief Information Officer and Director of Security.......................85
Gaps in Expertise......................................................................................85
86
6 ~ Finance...........................................................................................................................................87
Costs over lifetime....................................................................................87
Funding.........................................................................................87
Staff Costs.....................................................................................87
Legal Fees.....................................................................................87
Phone Bills.....................................................................................87
Promotion Costs............................................................................87
Technology Costs/Equipment Costs..............................................88
Office Space..................................................................................89
Insurance......................................................................................89
Total Voucher Sales/M-voucher service charge.............................89
Annual Subscription......................................................................89
M-voucher service charge.............................................................89
Cashflow Analysis.....................................................................................91
Cashflow analysis – 2006 – 2009 – 3 year plan..............................91
Profit and Loss Year 1...............................................................................91
Profit and Loss Year 1...............................................................................91
Profit and Loss Year 1...............................................................................91
Cash flow Year 1.......................................................................................91
Cash flow Year 2 ......................................................................................94
Cash flow Year 3.......................................................................................95
Appendix ..............................................................................................................................................96
1.1 Nokia N70 Full Specification................................................................96
1.2 IBM IT Architecture Workshop – Work Products...................................99
1.3 Market Research...............................................................................104
La Senza – Dundrum Shopping Centre.........................................104
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VoGo Mobile Vouchers and the VoGo Marketing Platform
1.4 Consumer Survey..............................................................................106
VoGo Online Survey – .................................................................106
1.5 CVs – Educational and Professional Experience.................................110
1.6 Research Salary Scales.......................................................................113
1.7 Barcode Technology..........................................................................114
Table of Figures...............................................................................................................................115
References..........................................................................................................................................117
Publications............................................................................................117
Articles...................................................................................................117
Additional Reading..................................................................................119
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VoGo Mobile Vouchers and the VoGo Marketing Platform
1 ~ Executive Summary
Our Product and Business plan stems from several trends that are appearing in the
modern retail and mobile telecommunications market.

Increasing Mobile phone penetration.

Increasing functionality, sophistication and volume of mobile phones and
messaging.

Focus on retail products, loyalty and payment systems that are slim-line
and constantly on your person – thus gaining maximum use.

Fast-paced and busy lifestyles… “need it here and now” attitude toward
products and services.
Mobile phones have recently evolved as a new and innovative channel through which
to approach customers. Mobile phone penetration is at an all time high and far higher
than that of Internet penetration and is now being harnessed as a modern means for
information and services distribution.
Summary Description of the Practicum
The objective of this practicum is to create a mobile/electronic commerce solution
primarily creating a paperless gift voucher system integrated with a parallel mobile
marketing system.
The mobile voucher system – VoGo – is a system delivering gift vouchers to your
mobile phone in 4 easy steps. The m-voucher consists of a SMS that contains a serial
number that corresponds to a barcode. The corresponding barcode image is sent via
an MMS message to your phone.
The integrated marketing system not only provides valuable reports and information
regarding buyers and users, their purchases, age-groups etc but also allows retail
outlets to target customers through the use of group SMS messages and reinforce
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VoGo Mobile Vouchers and the VoGo Marketing Platform
their customer relationships and complement existing marketing strategies and
approaches.
It is necessary for the VoGo team to research, conduct and analyse sufficient market
research to establish the practicality, feasibility and possibility of creating such a
system and launching it successfully into the Irish retail market.
To consult
professionals working across all areas of the value chain and correlate their experience
and opinion with statistical and research information and analysis, building an overall
and complex picture of such a system in a real-world situation.
It is vital to establish key benefits and weaknesses of the concept as well as threats
and opportunities that stem from the proposal. To ascertain key market drivers, size
of the markets, as well as key segments to target in terms of popularity of product and
highest potential revenue opportunities. To attempt to pinpoint the pros and cons and
to endeavour to overcome and suggest possible innovative solutions to problems and
issues that are present in existing POS/Gift voucher systems as well as those that
manifest themselves in the proposed system.
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VoGo Mobile Vouchers and the VoGo Marketing Platform
2 ~ Strategy: Product/Service Concept
Product Concept
As mentioned in the executive summary the VoGo products and business plan stems
from several trends that are appearing in the retail market.
The product concept
focuses on 4 key areas: the Vouchers, Stores, Society & Culture and Phones.
The product VoGo m-Voucher is geared towards a target audience of Mobile phone
users and our m-marketing system to clients (stores) that want to understand and
target their customers easier and more effectively.
Many high street stores are doing away with the paper vouchers and plastic
loyalty cards and are moving towards vouchers in a plastic gift card format and
extending loyalty cards into a key ring fob format.
These highly portable
formats are harnessing the three things that people, the customers, usually
always have on them and rarely leave the house without – keys, wallet and
phone. It is this line of thinking that suggests the foundation of this practicum
- vouchers to your mobile phone.
It has already been discovered that there is already a market for m-Coupons
and m-Ticketing. M-Vouchers are an extension of these successful industries.
Vouchers although a promotional tool of stores have always been popular as
gifts and as a way of providing store credit.
With more and more retail outlets setting up and new brands emerging it is
becoming increasing difficult for individual stores to make their mark. New
and innovative marketing techniques and approaches maybe the solution or at
least provide some differentiation and therefore advantage over others.
Mobile phone penetration in Ireland is at an all time high and is over 102%1,
whereas PC penetration is much lower. Many of the younger generations are
1
http://www.comreg.ie
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VoGo Mobile Vouchers and the VoGo Marketing Platform
growing up with technology as part of their everyday lives and are using
technology everyday with out even thinking about or realising it.
Phones are becoming less like traditional communications device and more like
miniature computers and information stores.
Taking an example the Nokia
N70 [See Appendix 1.1 for specification] the N70 can display PowerPoint and
Excel files…. etc.
Mobile telephones are already being used to distribute information through
text alerts for example, therefore it is only a matter of time until the ubiquitous
nature of mobile phones is harnessed and phones in Ireland are being used as
a mobile wallet storing tickets, cards, receipts, coupons, vouchers etc and
much more.
Figure 1: Diagrammatical explanation of the concept
This theory behind the idea and concept defined it is clear that the system and idea
are indeed viable for this modern and increasingly technically advanced retail market,
industry and society in general.
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Salient Benefits
There are 3 players in the VoGo m-voucher system. There are the consumers, clients
(retail outlets) and VoGo. The benefits affect each of the players in different ways.
The 2 customers that are availing of the benefits are the consumers and clients (there
are also corporate clients but this is outside the scope of the project at current).
Consumers

Highly portable - Significantly more portable and transferable than existing
voucher forms

‘Keys, wallet, phone’ – the three things that people are rarely without,
therefore always on your person

Small no additional add-on items needed

Equally quick and efficient as other vouchers and better than paper voucher
options

Status self-check online, view remaining balance or top-up

Re-sendable in the case of loss or deletion

Trackable and more secure
Clients

Environmentally friendly

Highly targeted marketing – e.g. Timed phone marketing

‘Steak and sizzle’ approach to targeting customers

Accessing people on the go, at anytime and anywhere

Decrease in voucher administration time

Allows the clients to build a relationship with their customers through our
low-cost and direct marketing solution

Cheaper than other marketing options

Can get closer to their customers

Can send personalised messages to customers

Clients can collect contact details, statistics and run detailed reports

Messages are instant
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Sustainable Competitive Advantage
With such high levels of competition in the modern markets it is important to leverage
knowledge, skills and organisational structure to gain competitive advantage.
Focusing on the 7 S’s – strategy, structure, systems, style, skills, staff, and shared
values – and maintaining a constant level of innovation to stay at the top of the
market. Create a structure and strategy that raises barriers to entry and is difficult to
replicate or substitute.
As a primarily m-Commerce application and business in an environment where there
is not widespread use of m… anything yet and "text message advertising is in its
infancy"2 it gives VoGo the opportunity of being largely first to market in Ireland. By
being one of the first to market would give VoGo a substantial advantage over its
competitors. Many of the existing m-Commerce technologies out there appear to only
deal with one off messages to your phone that are used once and expire.
The
concept of m-Vouchers helps to transform your phone into an ongoing virtual mWallet.
The m-Marketing offered allows modern and innovative companies to “complement
offline and online advertising”3 already in existence and in effect “place your brands in
the consumers’ pockets”4. “Mobile marketing is a direct, effective, interactive, flexible,
personalised and targeted way communication with your customers – anywhere and at
any time”5.
M-Marketing is not enough on it’s own but along side other forms of
marketing, “intelligent Mobile Marketing campaigns can build brand loyalty and
customer satisfaction.”6
We see that there are many challenges facing retail establishments in the 21st century.
It is important to avoid price wars and competitive prices destruction which has had a
large affect on Internet companies, as well as the threat of many substitutes and the
lack of product differentiation. At VoGo it is believed that it is necessary for those in
the retail industry must overcome these challenges and offer superior products and
service to gain advantage – hence the confidence in the VoGo m-Marketing platform
and a superior and innovative marketing tool.
2
Wilkinson, A 2001, ‘Mobile Advertising Is Starting to Move’, Marketing Week, vol. 24,
issue 27, page 18. Retrieved July 29th, 2006, Business & Company Resource Centre
3
http:// http://www.redsky.ie/home/services_mobile-marketing.php
4
http:// http://www.redsky.ie/home/services_mobile-marketing.php
5
http:// http://www.redsky.ie/home/services_mobile-marketing.php
6
http:// http://www.redsky.ie/home/services_mobile-marketing.php
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VoGo Mobile Vouchers and the VoGo Marketing Platform
The modern retail industry is becoming an increasingly competitive place.
Retail
intelligence is now something of reality in order to gain advantage retailers must be
able to anticipate customer demands and behaviour patterns and hence improve their
service, targeting and management around this.
People are no longer looking for
quantity instead of quality; they want superior service, superior shopping experience,
increased satisfaction levels through tailoring of product lines and continuous pricing
re-evaluations to meet changing customer requirements.
The retailers are looking for ways to reduce costs, theft, fraud and waste. Retailers
can achieve this through optimising their supply chain, customer throughput and
operating costs but this can only be achieved through understanding their customers
and understanding their different needs to the full.
Technology is the key to conquering many of the challenges and offers new channels
to retailers through which to convey their message.
VoGo can make a significant
impact on the consumers and clients it will add a new dimension to the Mobile Phone
and as intended become one of the major players in the retail and voucher industries.
By offering a superior service, superior customer service and superior product VoGo
intends to maximise and maintain its sustainable competitive advantage.
7
Milestones to Product Development
Technical Milestones
7
Roke Manor Research Building a Vision of Retail Technology in the 21st Century
Retrieved July 29th from http://www.roke.co.uk/download/brochures/Retail_
Technology_Vision_for_the_21st_Century.pdf
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Business Milestones
Customers
There are 3 sets of customers for our vouchers system. The 2 main customers which
we are focusing on are the:

consumers (public)

clients (retail stores)

and also corporate clients as vouchers/gift cards are increasingly being
used as employee incentive and reward schemes.
However we are focusing on the retail clients and consumers as our target markets in
this plan.
It is important to consider these customer segments as separate from each other in
order to gain segment leadership and meet customer needs more precisely. However
retailers will promote their own vouchers and vouchers systems but where possible we
will encourage them to further divide into social, cultural and demographic group for
targeting. Men for example spend a lot more than women when purchasing vouchers.
Business Model
There are 3 main approaches, which VoGo can adopt for its business model:

Standalone Company

License our system to other voucher companies
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VoGo Mobile Vouchers and the VoGo Marketing Platform

Partner with mobile operator or existing company.
As an m-business it is felt that VoGo could maximise its strength and overcome rivals
through association with a mobile network service provider. This association would
reinforce the brand and provide access to resources and information.
Other such
collaborations and affiliations would also offer a reinforcing element to the brand,
product and service.
However the business model being adopted by VoGo would be for the company to act
as a standalone company and collaborate and associate strategically as needed with 3rd
parties and external organisations.
Through this flexible approach to the market
VoGo would act as a third-party voucher supplier and m-Marketing provider for retail
establishments. This will help VoGo to maximise our revenue from the system.
A strong marketing campaign will assist VoGo in crossing the chasm into the early
majority group of clients and customers.
Revenue Model
We anticipate that our maximum revenues would come from the customers buying the
vouchers and the clients sending their own marketing campaigns.
M-Vouchers Revenue Model
Description
Investing stagnant voucher revenues
Investment Model
Holding monies in high interest accounts until
used
Pay-Per-Purchase
Recurring Flat Fee Subscription
Advertising Model/Clickthrough rates
Charging a delivery fee to the initial buyer
Charging the retail outlets/companies once annual
fee to be a part of the system
Charge retailers for advertising opportunities
Charge retailers to send out their own marketing
Pay-Per-Use/Pay-Per-SMS
campaigns
Provide different levels of marketing campaigns
and a corresponding price range
Revenue Sharing Model
Collaborations and affiliations
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Running of competitions as part of the marketing
Premium Rate SMS
and promotional campaigns allowing consumers
to text a premium rate number to enter.
Using this thinly spread but effective revenue model, it allows us to charge each
section of the value chain instead of forcing all the charges onto just a couple of areas.
By providing add-on modules and different packages it provides a more customised
and tailored approach for the clients. By offering more tailored services it is possible
to command more revenue for higher quality of service.
Risk Assessment and Evaluation
Industry and Market Risk
There is no risk of the retail market itself disintegrating
There are already several other voucher systems in use – paper vouchers, bonus
bonds, self printed credit notes, gift cards… etc.
Many of these vouchers systems are
out of date and lack tracking facilities, however there presence as an already
established substitute is still a considerable risk.
Gift cards are a more modern
voucher system that has been introduced recently; the reluctance of the public to
change could be a high risk for the VoGo product
Strategy Risk
The VoGo group has general theoretical familiarity with m-Commerce, mobile
technologies and the mobile markets. This lack of familiarity present a medium risk to
the company however this would be over come through collaboration with external
consultant or experts in the in the Invent facility on the Dublin City University on
campus. VoGo also intends to examine carefully the strategy and approaches taken by
companies introducing mobile concepts into other countries such as Japan, China and
the USA.
Operational Risk
The database system needs secure and robust. The system needs to be able to handle
more than several transactions at once.
There cannot afford to be mistakes or chances of the system going down.
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VoGo Mobile Vouchers and the VoGo Marketing Platform
It is importance that there is a faultless recovery system in place and sufficient backup in the case of disaster.
The strict guidelines for data protection means that the system should not allow
marketing communications to be sent to those that have not opted in.
Technology Risk
There is substantial technology risk, in today’s modern era of technology many of the
new technologies and innovations by the time they have been commercialised and
reached the market have been superseded and are already obsolete. As new, faster
technologies have been created and are already in the commercialisation pipeline.
If a new wave of innovatory and disruptive technology hits then there is a risk that a
new medium for communication could evolve and thus a new medium for voucher
transmission could be introduced and mobile phones and SMS messaging may no
longer be a viable means for m-Voucher distribution.
Financial Risk
The retail market will always be in existence. Certain economic changes such as a
depression, inflation and seasonal changes could affect the levels of vouchers
purchases. With the return on each individual voucher an important source of revenue
for VoGo the downturns in the economy could heavily affect the company creating
financial risk.
Insufficient security protocols on the system could pose severe financial risk to VoGo.
It is important that the system is stringently monitored and that there is no fraudulent
activities such as overcharging and no unauthorised access or amendment to data,
transactions and monies.
Growth Strategy
Phase One: Market Entry
VoGo will target the six main department stores in the first year: Arnotts, Clearys,
House of Fraser, Brown Thomas, Shaws, Roches Stores. Getting the large department
stores on our system is crucial for future expansion. The larger stores can take more
risk than the smaller stores as they have greater access to funds and can absorb losses
easier than the smaller stores.
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VoGo Mobile Vouchers and the VoGo Marketing Platform
VoGo will also target new stores setting up as they try to differentiate themselves from
existing stores and build awareness for their stores.
Phase Two: Expansion
After getting as many of the six large department stores signed up to our system as
possible it is hoped that many of the smaller high street stores will follow. The smaller
stores will have confidence in the system after seeing it work for the larger stores.
VoGo will also be able to use results of Year 1 m-marketing to attract smaller stores
Future:
Many of the high street and indeed House of Fraser have stores overseas in both Great
Britain and on the continent. The future sees VoGo extending its service to these areas
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Future Trends and Developments
Case Study – Japan forerunner for mobile phone trends
The VoGo m-Voucher concept at present although it has large scope appears very
simple and possibly small scale to someone unaware of the recent explosions in the
mobile market.
In Japan there has huge success
with
the
concept
of
“Mobile
Phones Replacing Wallets, Keys,
Credit Cards”
8
Figure 2: Osaifu - Keitai9
Japan is a country over run with vending machines.
Vending machines there vend
anything from fresh produce such as meat, eggs and vegetables to
fishing bait, beetles or
porn.
Vending machine payments have become one of the many technologies
incorporated into more modern Japanese mobile phones.
“Some cell phones even have the capability of being used as debit or credit cards and
can be swiped through most checkout lines to buy everything from masacara to jet
planes, as more and more companies offer catalogs for cell phones”10
8
Johnson, T 2006 ‘In Japan, Mobile Phones Replacing Wallets, Keys, Credit Cards’
Retrieved July 29th, 2006, from
http://www.govtech.net/digitalcommunities/story.php?id=99325
9
Osaifu – Keitai [Image] Retrieved July 27th, 2006, from
http://www.nttdocomo.com/index.html
10
Japanese Mobile phone Culture Retrieved July 28th, 2006 , from
http://en.wikipedia.org/wiki/Japanese_mobile_phone_culture
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Another trend in Japan is to use the QR codes which are basically a type of 2D barcode.
By scanning these barcodes using the mobile phone handset the information can be
accessed.
These current trends is most generally used for advertising and the
barcodes are positioned on Posters, Magazine/Newspaper advertisements and
business cards.
The barcodes usually direct the user to a website or some web
content.
Figure 3: RFID/Keitai Vending Machine11
Sony in collaboration with NTT DoCoMo have been pioneering the Concept of “Mobile
Phone Wallet technology”
12
which has become known as “Felica” and also “Osaifu-
Keitai”. The way this cutting edge technology works is through the use of a RFID chip
inside the mobile phone handset. Users top-up their phone with credits and then can
swipe their phone at specially designed readers positioned at cash desks deducting
payments.
13
Figure 4: Osaifu - Keitai14
11
RFID Vending Machine, Retrieved July 27th, 2006, from
http://anil.recoil.org/gallery/2005/09/12/index.html
12
Japanese Mobile phone Culture Retrieved July 28th, 2006 , from
http://en.wikipedia.org/wiki/Japanese_mobile_phone_culture
13
Japanese Mobile phone Culture Retrieved July 28th, 2006 , from
http://en.wikipedia.org/wiki/Japanese_mobile_phone_culture
14
Osaifu – Keitai [Image] Retrieved July 27th, 2006, from
http://www.nttdocomo.co.jp/english/service/imode/osaifu/id.html
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VoGo Mobile Vouchers and the VoGo Marketing Platform
In Japan the mobile phone has become a driver of mobile phone technology evolution,
phones have been developed to incorporate some of the newer payment options
created for mobile phones.
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Future Trends for Mobile Technology
NTT DoCoMo is not only “Japan's premier mobile communications company, but also
an influential force in advancing mobile communications technology”
15
as well as one
of Japans leading research facilities for Mobile Technology. There dream is to “create
a broad array of exciting new services − services that will bring undreamed-of
convenience to people everywhere”
16
.
They are actively attempting to make certain aspect of 4G such as MIMO (multiple
input multiple output) a reality and part of everyday life. They have several projects
which are dreams in the pipe line so to speak but they highlight some of the heights of
mobile technology that we may experience in our lifetimes.
~ Finger Whisper
Finger Whisper is most easily explained as a real life ‘Inspector Gadget’ phone, it
incorporates the hand as part of the phone.
It is being developed in the NTT
DoCoMo’s Yokosuka Research & Development centre. This system uses the bone in
the hand and wrist to conduct sound and act as the mobile phone ear-piece.
Figure 5: The Concept of Finger Whisper17
15
Retrieved July 27th, 2006, from
http://www.nttdocomo.com/about/company/index.html
16
Retrieved July 27th, 2006, from
http://www.nttdocomo.com/technologies/future/index.html
17
The Concept of FingerWhisper [Image] Retrieved July 27th, 2006, from
http://www.nttdocomo.com/technologies/future/finger/index.html
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VoGo Mobile Vouchers and the VoGo Marketing Platform
~ Mime Speech Recognition
The Mime Speech Recognition concept will eliminate the noisy people who talk on their
mobiles in public places disturbing the peace. The intention of this system is to utilise
the
physiological
data
provided
by
muscle
activity
during
regular
speech
(electromyography) and converted into speech on the other end of the phone line.
Figure 6: The Concept of Mime Speech Recognition18
This sort of technology will allow for mobile phone use in noisy environments or
environments that require people to remain silent as electrodes on the hands are used
to pick up the, facial muscle movements
19
.
18
The Concept of Mime Speech Recognition [Image] Retrieved July 27th, 2006, from
http://www.nttdocomo.com/technologies/future/mime/index.html
19
http://www.nttdocomo.com
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VoGo Mobile Vouchers and the VoGo Marketing Platform
3 ~ Marketing Analysis and Sales Plan
Mission Statement
The VoGo group believe that customers deserve high quality and safe voucher systems
that allow them to shop easily and securely.
With the VoGo m-Vouchers and m-
Marketing our intention is to offer a system that is easy to use, secure and highly
beneficial for both the consumer and retailer.
Providing both highly targeted
marketing facilities, key consumer data and better quality service.
In addition, the VoGo group is committed to researching and creating new innovative
approaches to the mobile phone and it’s various additional uses.
We believe that
Ireland is lagging behind in its day-to-day technology with extremely low broadband
and Internet rates, yet high Mobile phone rates. At VoGo we want to be the catalyst
that will enhance the uses of these everyday technologies in Ireland and elsewhere.
Our key objectives at present are the promotion and enhancement of our m-Voucher
and associated technology.
Our key objectives for the future are the research and
creation of cutting edge technologies to promote the use of the mobile phone as a
virtual wallet and virtual information and data storage device.
Internal Audit
Organisational Assets
~ Financial Assets
VoGo intends to gain funding from enterprise Ireland or other funding sources due to
its innovative nature and concept. The VoGo team also intend to provide personal
funding to assist with launching the product.
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VoGo Mobile Vouchers and the VoGo Marketing Platform
~ Physical Assets
VoGo has no physical assets at current, as the business grows and becomes more and
more successful it is intended that VoGo will gain some physical assets. Despite this
VoGo will have access to the facilities at Dublin City University, this will provide
substantial facilities and access to resources.
~ People Assets
VoGo has strong connections with Dublin City University and will have access to the
expertise and extensive collective human knowledge and experience present in the
many people there.
The VoGo team itself has extensive educational and professional experience and
backgrounds both here in Ireland and abroad. [See section Appendix 1.5 CVs –
Educational and Professional Experience] All of the team have 3rd Level and Masters
level qualifications across computer science and applications, engineering and also
professional experience in retail, system development and IT.
The 2 complementary sources of resources and knowledge provide VoGo with a strong
foundation in their people assets.
~ Legally Enforceable Assets
At present VoGo have no legally enforceable assets at present – as the system is
finalised and perfected it is intended to copyright the code and obtain patents for the
proprietary technologies created.
Marketing Assets
~ Customer Based Assets
It is intended for customers to perceive VoGo as an innovative, hi-tech company yet
customer oriented and friendly company. With VoGo being a disruptive technology for
the voucher market it is important that it is perceived the customers aren’t afraid of
the technology.
Affiliating with companies and organisations that already have strong and established
brands will strengthen the VoGo brand and reinforce the m-Voucher product with the
customers. This help VoGo to gain higher margins and revenues through the quality
and added value gained through affiliations. By being first to market with a strong
reinforced brand will give VoGo advantages in the market with distribution and
positioning. It is intended that with VoGo’s constant innovative mindset more unique
services will be added enabling VoGo to maintain its distinctiveness in the market.
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VoGo Mobile Vouchers and the VoGo Marketing Platform
~ Distribution Based Assets
The instant distribution of the product is a huge selling point for the VoGo mVoucher. There is instant or very short waiting time for the product to be delivered
unlike conventional vouchers there is no collection required and no delivery to wait
for.
The ideal situation for the distribution of the m-Vouchers is for them to be used and
to be redeemed in large retail stores and be part of the centre wide voucher system of
large outlets and malls as this provides the consumers with the greatest level of
flexibility.
~ Internally Based Assets
The cost structure being adopted by VoGo as previously mentioned in the revenue
model will spread the costs across all sections of the value chain. With such a cost
structure it should all VoGo to avoid competitive price destruction and offer
reasonable prices to all sections. "Gift cards are low-overhead, high-return products
"20 as reported by FEXCO, with m-Vouchers cutting out the need for expensive plastic
cards, giving the VoGo an advantage over the existing player in the market.
As an already innovatory concept and company, the intentions of VoGo are to
constantly and continuously research and understand the ever-changing markets and
update and improve the system maintaining our innovatory advantage by supplying
new functions and features.
~ Alliance Based Assets
Through the employees at VoGo they have many links with several Universities and 3 rd
level institutions regarding research, data access and information.
As a company
based in DCU VoGo has access to the many facilities, resources and expertise on
campus – The Invent Centre on the DCU Campus and Enterprise Ireland with which
they have strong links.
Here there is access to information and expertise such as
entrepreneurships, innovation, legal and strategy advice.
It is felt that the services supplied by Invent will be sufficient to aid VoGo to
successfully commercialise and market with the m-Voucher product
20
FEXCO Launches Electronic Gift and Spending Card Solutions 2005, Retrieved July
27th, 2006 from http://www.fexco.com/viewnews.php?id=94
- 25 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
~ Company/Team Assets
The expertise of the VoGo team is higher educational qualifications, significant
expertise and experience in the business, retail, programming, computer and
ecommerce environments and industries.
Along with strong skills and first hand experience of professional and retail
environments, the VoGo group have a highly innovative outlook and awareness of
trends and culture
SWOT Analysis ~ VoGo m-Vouchers
Strengths

Uses existing technology, there is high mobile phone penetration in Ireland of
102%21 and it is increasing year on year.

High portable and is with you the majority if the time

Easy to send gifts from the comfort of your own home direct to the intended
recipient.

Useful for last minute gifts

Quick, efficient, time-saving and waste saving

Easy to redeem the voucher via the barcode and serial number – useful for
offline and online redemption – redemption method the same as traditional
vouchers

Increased security - easy to cancel vouchers in the case of phone theft,
reduction in the use of stolen vouchers and fraud - "Security is another
attraction. Plastic gift cards can be registered, so that if the card is lost the
reward is not, which also reduces the opportunity for theft."22

Easy to replace deleted or lost vouchers similar to gift cards – via the online mVoucher portal

Trackable

Self-service element – vouchers and status can be viewed online – provides a
reduction in time spent in voucher administration.
21
http://www.comreg.ie
Robertson, J 2005, ‘BUYER'S GUIDE: Motivation Vouchers’, Employee Benefits, Dec 7,
2005 p51, Retrieved July 15th, 2006, from Business & Copmany Resource Center
22
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VoGo Mobile Vouchers and the VoGo Marketing Platform

Cut costs of issuing vouchers - no printing

Increase response and redemption rates from customers

Driver for customer purchases and purchases higher than the face value of the
gift card “More than 20% of consumers spend more than the initial face value of
their gift card, and those who do, spend nearly twice as much (90%)”23
Weaknesses

People that are unable to use or correctly operate their phones and maximise
functionality may not be able to understand the VoGo system and use the
service efficiently. May exclude a section of the population.

Mass update of store systems required – the biggest obstacle

Lack of consumer familiarity, may turn people off using the product
Opportunities

Provide marketing information and m-marketing opportunities

Increased customer spending

Quicker Redemption

Better voucher tracking and use of information
Threats

New entrants

Better voucher tracking and use of information

Existing companies of which there are several, many companies are dealing in
coupons and some to a lesser extent in m-Vouchers and m-Reward/Loyalty
Cards

Traditional vouchers, paper and gift card maybe easier for some people to use.

Ahead of its time

New technology that brings about the obsolescence of the mobile as a virtual
wallet or info holder
23
Electronic Gift Card Trends and Analysis Retrieved July 13th, 2006, from
www.opticard.co.uk/pdf/Trends_UK_Mar_Final.pdf
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VoGo Mobile Vouchers and the VoGo Marketing Platform
SWOT Analysis ~ VoGo Marketing Platform
Strengths

Tailored marketing campaigns for stores based around information collected
from the voucher purchases and users

Customer profiling

Highly accurate and targeted promotions and advertising
Weaknesses

Data protection laws may make it difficult to obtain information and details and
communicate with customers.

Stores may not want to disclose extra information to us for the marketing
platform
Opportunities

Improve customer service as the vendors are better informed

Real-time marketing possibilities – attracting people to the store in an instant
as something is happening

Increase store revenues and customer satisfaction with customised promotions
and information
Threats

New marketing possibilities on other mediums could take over and make mMarketing redundant

Possibility that vendors may plague customers with marketing texts which
becomes more annoying than beneficial

Retailers should only be able to contact people in line with data protection and
opt-in/opt-out laws - system needs to be operational legal and secure – as
fines are €3000 per illegal communication.
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VoGo Mobile Vouchers and the VoGo Marketing Platform
External Audit
Structure of the external environment
Macro
Micro Environment
Economic
environment
Competitive
environment
Socio-cultural
environment
Technological
environment
The
Organisation
Ecological
environment
Industry
environment
Political
Environment
Customers
Figure 7: Elements of external environment
24
Economic Environment:
Over the last 10 years, Ireland has experienced a high level of growth. People have a
high level of disposable income and as of the end of 2005 mobile phone penetration
was at 102%
25
.
The ERSI (The Economic and Social Research Institute) in Ireland
predicts strong growth levels to continue into next year:
“Strong economic growth will continue in 2006 with GNP forecast to grow by 5.1 per
cent and GDP forecast to grow by 4.8 per cent. For 2007, we are forecasting GNP
growth of 5.3 per cent and 5.1 per cent for GDP.”26
Customers:
Customer centred industry where success of mobile operators is measured on number
of customers. VoGo will be also measuring our success on the number of customers
24
Blythe, J 2003, Elements of the External Environment from Marketing Strategy
McGraw Hill, London 2003
25
www.comreg.ie
26
www.ersi.ie
- 29 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
recruited, retained an also the rate at which customers are replaced. Users of VoGo
voucher system, e.g. shops, department store, will be interested in the number of
customers we attract to our site as this will directly influence the number of customers
we can get into their shops.
Competitive Environment – who are the suppliers and customers????
Porter’s 5 forces model allows us look at all the competitors in the external
environment. It allows us to assess the attractiveness of entering the marketplace.
Threat of
new
entrants
Bargaining
power of
suppliers
Competitive
Rivalry in
Industry
Bargaining
power of
consumers
Threat of
substitutes
Figure 8: Porters 5 Forces
Threat of new entrants
Once shops are set up on our system the switching costs will be quite high for
them to move to another m-voucher operator, as there would have to be a
transitionary period between old and new systems. The cost of technology for
an m-voucher system is quite substantial due to advertising, development and
maintaining. Once VoGo is up and running, we hope to get the large stores in
Dublin on board. Once they are on board it will be very difficult for a new
entrant to establish a presence in the market, as most of the big targets will be
gone. To conclude the threat of new entrants is a medium/low risk.
Bargaining power of suppliers
The suppliers to the VoGo system are the SMS service, the credit card clearing
merchant services and any other services we may outsource in the future.
There are many suppliers specialising in the area of message sending and
credit card clearing so the suppliers bargaining power would be relatively low.
The switching costs are also low.
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Threat of substitute products and services
The direct substitutes for our system are paper vouchers and gift cards The
VoGo system offers product differentiation to these with the increased security
and maintenance via a web account. Other substitutes would be online gift
shopping. VoGo in the future would hope that the m-voucher could be
redeemed on store’s online shops as well as in stores. Customers might prefer
to buy a voucher as a gift as it allows the recipient pick a gift also from the
comfort of their own home.
Rivalry among current competitors
M-vouchers/ticketing has only been used for events such as concerts, festivals
etc. The rivalry is low at present as there are few competitors offering mobile
solutions systems. The m-commerce arena is predicted to grow rapidly over
the next few years with rivalry among competitors increasing also but by
entering the m-commerce m-voucher arena early, VoGo will have many
advantages over subsequent entrants.
Bargaining power of customers
VoGo have two customers, the stores and the user who wishes to purchase a
voucher online.
The stores have a high involvement in the purchase of the
system as certain elements of the system must be tailored for stores preference
e.g. max value of voucher for purchase, where voucher can be redeemed,
expiry date, m-marketing options etc. At present there is no other company
providing an m-voucher system for stores. If stores wish to increase their
customer base and engage in more effective marketing it is necessary that they
become involved in some aspect of m-commerce. The stores have a medium
bargaining power. The online customer at present has no option to buy mvouchers for department stores so their bargaining power would be low. There
are many online customers so an individual customer would have a low
bargaining power.
Political and Legal Environment –
VoGo will be subject to both Irish and EU laws. We will be careful to adhere to
the Electronic Commerce Regulations and Data Protection Act 2002. Also we
will be careful with our opt-in/opt-out options to ensure that customers are
aware as to what they are consenting to.
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VoGo Mobile Vouchers and the VoGo Marketing Platform
The political environment at the moment supports new technology and is keen
to increase broadband penetration rates in Ireland. The government is keen
that Ireland be at the forefront of technological developments.
Technological Environment –
Mobile Phone Technology – There are over 4 million subscribers to the 2G and
3G networks in Ireland spending on an average €47.60 per month. In the
fourth quarter of 2005, the number of MMS (multi media messages) messages
sent grew to 6.8million27. This familiarity with MMS messages is important for
our product as eventually the barcodes will be sent via MMS. Below is a graph
of mobile phone penetration throughout Europe.
Figure 9: European Mobile Phone Pentration28
27
www.comreg.ie
Irish Communications Market: Quarterly Key Data– March 2006 [Image] Retrieved
July 10th, 2006 from www.comreg.ie
28
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Socio-Cultural Environment –
Based on the 2002 Census results (2006 results will be available early 2007,
preliminary results show that the population has increased by 8.1% on 2002 results),
14% of the population were in the 5-14 age bracket, 16.4% of the population were in
the 15-24 age bracket and 15.8% were in the 25-34 age bracket
29
. This means that
approx 46% of the population will be in our target customers.
Ireland has the second highest per capita income in the EU and the fourth highest in
the world (based on 2004 levels).30
Ecological Environment –
Fears over mobile phone radiation and its impact on human health have been
disproved by a number of leading organisations. The World Health Organisation has a
number of articles detailing research by a number of independent research bodies31.
One quote from an article from the Agence Francaise de Securite Sanitaire
Environnementale states that:
“Epidemiological work and especially the recent work on the effects of
exposure to the waves emitted by mobile telephone (terminal) antennas does
not lead to the conclusion that they are harmful, in the light of present
knowledge.”
32
From another point of view, the use of m-vouchers will reduce the need for paper
vouchers this helping the environment by reducing paper production and waste.
29
www.cso.ie
Economy of the Republic of Ireland Retreived July 18th, 2006 from
http://en.wikipedia.org/wiki/Economy_of_the_Republic_of_Ireland
31
www.who.org
32
Agence Francaise de Securite Sanitaire Environnementale 2005 Retrieved July 18th,
2006 from
http://www.who.int/pehf/project/mapnatreps/afsse_opinion_mobile_telephony .pdf
30
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Competitor Analysis
Regisoft
Since its foundation in 1999, Regisoft has expanded to all continents with offices in
Europe, North America, Latin America, Australia, Israel and Asia Pacific. Its main
product is called the World Trade Server (trademark), which is an m-commerce
application platform. Regisoft has many products including Mobile Marketing,
Interactive Services, Mobile Ticketing, Personalised Mobile Content Distribution,
Loyalty Programs, Mobile Parking, and Top up Solutions. Regisoft signed a partnership
with NewGenPay in June 2006, to develop a platform for a mobile payment system.
They have also partnerships with Ericcson Thailand, Sun and IBM.33
I-Movo
I-Movo Ltd. is Conchango Ltd. Company. Conchango deal with technology driven
solutions for business and have offices in London, Boston and New York. I-Movo was
set up to develop a mobile solutions platform for delivery, redemption and
measurement. In January 2006, they launched a scheme whereby mobile phone users
got free texts if they agreed to watch advertisements on their phones. They have also
been involved in deals with entertainment network Inspired for a free drinks promotion
and TS3 Interactive for m-voucher scheme.34
Mobiqa
Mobiqa with its headquarters in Scotland was established in 2002. Since then the
company has grown at a rapid pace and in 2005 Real Magazine listed it in the ‘Top 50
to watch in mobile’. Their products include mobi-ticket, mobi-pass, mobi-coupon and
mobi-rewardcard. In the past their strategy has been to work with coupons for one off
events such as concerts and festivals. As of yet they have not launched a m-voucher
system for any retailers in the UK. Mobiqa would be our closest and potentially most
damaging competitor as they have built a name for themselves in the industry.
However, through building our client base in Ireland with shops that may also have
33
34
www.regisoft.com
www.i-movo.com
- 34 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
retail units in the UK we hope top minimise their threat.35
Púca
Púca are a company providing marketing services and intereactive relationship
management through the mobile phone.
Púca has their headquarters in Dublin I
Ireland with offices in the United Kingdom and across China.
They have several
products in the market Púca Mobile Service Platform, Púca Studios, mServe and
TxtLink. Púca was founded in 2000 and has some very successful innovatory mobile
marketing campaigns, providing an array of services and applications across both
Corporate and Public Sector markets. Some of there most successful campaigns to
date have been:

“Spin 103.8 SMS Radio Promotions: Dublin's most popular youth radio
station choose Púca as their exclusive SMS service provider.”

“Coke Red Collection: Coke Red Collection is one of the biggest SMS
loyalty promotions carried out to date in Ireland.”36
Return2Sender
Return2Sender has been a successful m-marketing company since 2001 and has
completed a number of successful and award-winning projects for a wide array of
companies and brands since its launch.

Vodafone

Brown Thomas

Budweiser

MacDonalds

Unilever

And many more…
Based in Temple bar in Dublin city they have 4 years of successful experience in
mobile marketing. Has been the “Winner of successive campaigns that have won the
best use of Mobile Marketing award in the sales promotion awards; (2003, 2004,
2005, 2006)”37
35
36
37
www.mobiqa.com
www.puca.ie
www.return2sender.ie
- 35 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
Industry and Markets
Industry Analysis
Jupiter Research 2004 predicted the following figures for global m-commerce revenue
projections for 2009:
Category
Value (USD)
Global revenues
88 billion
Ticket purchases
39 billion
Phone-based
retail
POS sales
299 million
Figure 10: Source - Juniper Research, August 2004
38
The phone based retail POS sales are the largest predicted sector of the m-commerce
industry and this is the sector that VoGo would fall under.
Datamonitor also show that all type of businesses dramatically increased their
spending on mcommerce equipment over the 2000-2002 period and this figure will
only rise in the future.
Year
Total (USD)
6.000
2000
$280 million
5.000
2002
$3.66 billion
2004
$5.14 billion
4.000
3.000
2.000
1.000
0.000
2000
2002
2004
Figure 10: Business Spending On mCommerce Equipment and Integration:
Source: Datamonitor 39
38
Statistics for Mobile Commerce Retrieved July 12th, 2006 from
http://www.epaynews.com/statistics/mcommstats.html
39
Statistics for Mobile Commerce Retrieved July 12th, 2006 from
http://www.epaynews.com/statistics/mcommstats.html
- 36 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
A study in 2004 carried out by Oxford University in the UK and ActiveMedia
technologies showed that 58% of people asked were happy to receive m-coupons,
which the study predicts, would be worth £11bn to businesses in the EU.
40
Actual Market Size & Potential Market Size
The mobile phone penetration rates were reportedly 102% in 2004.41 This means that
VoGo’s targeted recipient base is approx 4million people.
In Jan-Feb 2006 Amarach consulting carried out survey of 1,000 adults aged 15-74 in
Ireland on behalf of ComReg. With respect to Internet connections they found that 4 in
10 people have an Internet connection at home with 44% penetration in 15-24 age
group. They also saw an increase in the number of people with Internet access at
home, up on their 2004 figures.
OECD Broadband Statistics 2005
OECD Broadband subscribers per 100 inhabitants, by technology, December 2005 30
DSL
Cable
Other 25
20
15
OECD average
10
5
Ic
ela
nd
Ne Ko
th rea
er
la
n
De ds
Sw nm
i tz a r
er k
la
n
Fi d
nl
an
No d
rw
a
Ca y
na
Sw da
ed
e
Be n
lg
iu
m
Un J
ap
i
Un ted an
i te Sta
d Ki te s
ng
do
F m
Lu ra
x e nce
m
bo
ur
Au g
st
Au r ia
st
r
G alia
er
m
an
y
Ita
ly
Sp
ai
Ne Por n
w tug
Ze a l
al
an
Cz
d
e c Ir e
la
h Re n d
pu
Sl
H bli
ov un c
a k ga
R r y
ep
ub
Po lic
la
n
M d
ex
ic o
Tu
rk
e
G y
re
ec
e
0
Source: OECD
Figure 11: OECD Broadband Subscribers Dec 0542
www.giftvouchershop.ie – online voucher shop whereby vouchers are posted out and
can be used in a number of retailers throughout Ireland
40
UK Consumers Embrace m-Coupons 2004, Retrieved July 12th, 2006 from
http://www.pressbox.co.uk/Detailed/14722.html
41
www.comreg.ie
42
www.oecd.com
- 37 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
A report by them in 2004 estimated that the Irish gift voucher market was worth
€250million that accounted for 10% of the entire gifting market of €2.5billion. On their
site the average spend in 2004 was €78 with department stores accounting for 60% of
purchases.43
www.fexco.com - global payments company
Based on their annual Consumer Insights Survey, they predicted that the Irish gift
voucher market would be worth €1.5 billion over a three-year period, from 20052008. Thus valuing the market at €500million per annum.
44
(Geographic and Demographic Segmentation)
It has been chosen to focus the market for the VoGo m-Voucher and m-Marketing
Platform to the Irish market, for the purpose of this study.
The whole shopping “experience has changed dramatically over the past 20 years. In
the 1980s, individuals has less disposable cash and were more price sensitive than
brand-aware.”45 Ireland has become more and more focused on material goods and
brands.
The increasing number of supermarkets, department stores and shopping malls all
emphasise this along with the large number of American and European stores have
begun to flood the Irish retail market - Pull n Bear, Zara, H&M, Tommy Hilfiger etc.
With these trends evident as well as so much choice, rapidly changing fashion and
people becoming more selective about styles and brands, vouchers are often a terrific
gift idea for those looking to buy a gift for the modern consumers.
43
44
45
www.giftvouchershop.ie
www.fexco.com
Kinsley, P 2005 ‘Subtlety is the Key to unlocking brand power’ Irish Times
- 38 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
High Technology Markets
The Markets for the VoGo mobile voucher system rely heavily on successful and
satisfactory adoption by the Innovators and Early Adopters.
Innovators
2.5%
Early Adopters
Early Majority
Late Majority
Laggards
13.5%
34%
34%
16%
Figure 12: Crossing the Chasm to New Product Adoption
Early adoption of VoGo by the technology savvy shoppers is fundamental in the
success of the VoGo mobile vouchers platform. Attracting the Innovators and Early
Adopters is extremely important as their vote of confidence so to speak and
endorsement reassures other consumers of the quality and viability of the VoGo
voucher system.
As commented on by survey respondents – ‘word of mouth’ and
good customer experiences will be important. These being the most interested in new
technology and its applications will explore the system in its greatest detail and see
the true benefits and flexibility provided by the marketing platform.
Successful
attraction of these psychographic groupings, followed by retention of their custom
through provision of top quality service before during and after redemption of their
vouchers will provide the market stability to progress to the Early Majority.
Crossing the Chasm
It is important to maximise the uptake in these key and maximise the spread of
positive feedback and reinforce the VoGo Product and brand through strategic
promotions, maintaining constant interest in the product.
•
Newcomer attraction and loyalty promotions and deals
•
Affiliates or strategic linking with high quality brands or services.
•
Steak and sizzle promotions and marketing would work well in all categories
but especially in the earlier stages.
- 39 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
Not as much promotion or marketing will be needed in the late majority and laggard
stages.
It is important for VoGo to focus on quality of services and products at the start,
customising and adding useful personalisation options as opposed to offering many
not so necessary functions and features
Being a high technology product the markets will however not be the typical high tech
types. We would expect the market to be mainly made up of:
•
Young, Trendy, Tech savvy people
•
16-25, 25-35, students, teens and young professionals and young adults.
•
Buyers and User both with a level of technical knowledge for computers, the
Internet and mobile phones
•
Enjoyment of retail and value added retail features and the modern retail
experience e.g. shopping online.
Loyalty in the online market is becoming increasingly frail therefore
•
Ease of use
•
Security
•
Safety
•
Trusted and ease of payment
Will all be necessary features to maximise the VoGo group’s ability to cross the chasm
of new product adoption.
Market Drivers

Miniaturisation

Increasing mobile phone penetration

Little development of advanced services and features

Mobile phones – are no longer just a communications device: they are a
Fashion item, Miniature PDA/Office tool/Pocket PC, Music Player, Camera etc.
The evolution of m-Technologies can be seen in Figure 13, the gradual evolution has
lead to the development and creation of new technology and uses for the mobile
phone as more than just a communication device.
- 40 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
Figure 13: Mobile Trends Enabling Technology46
The mobile phone handset as personal trusted device, there is a trend towards using
mobile phones as more than just mobiles, as remote controls, as a means on
controlling functions in your home from a far or as a virtual wallet, For example:
A) David Fox was the winner of the Motorola-Nextel Developer Challenge. In 6 hours
he designed and wrote a program that allows user to control lights and various other
electronic appliances around the home all through a mobile phone handset.47
B) “Some 20 million Japanese now have newer cell phones with embedded circuitry that
can function as rechargeable debit cards, credit cards or commuter passes. An
46
Preparing for the mCommerce Revolution – Mobile Payments 2002, Retrieved July
29th, 2006 from http://www.epaynews.com/downloads/mpayment_paper.pdf
47
Fox, D 2001 Home Monitor on a Cell Phone Retrieved July 29th, 2006 from
http://www.oreillynet.com/pub/a/wireless/2001/07/23/monitor.html
- 41 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
electronic reader in vending machines, turnstiles and store registers beam waves that
read the circuits and deduct what's due.”
48
Market research results and deductions
In examination of the retail consumer [further details see Appendix 1.4 primary market
research and research methodology] VoGo’s research has shown that 80% percent of
respondents have given some sort of voucher product to another person and 97% of
respondents have received some type of voucher product. This research highlights the
substantial size of the vouchers market in general. 93.5% of respondents actually like
to receive vouchers either some of the time or all of the time., reinforcing the previous
point.
Gift cards have been an extremely successful addition to the voucher market providing
the customer with a better voucher product and the stores with a traceable voucher
product.
In an attempt to discover why they have been so successful the primary
research looked at what features are the ‘bonus’ features for customers.
100.00%
90.00%
80.00%
66.10%
70.00%
54.80%
43.50%
60.00%
50.00%
40.00%
22.60%
30.00%
20.00%
10.00%
0.00%
Top-up
Don’t
spend all at
once
No Expiry
Date
48
More
Portable
Johnson, T 2006, In Japan, Mobile Phones Replacing Wallets, Keys, Credit Cards
Retrieved July 29th, 2006 from
http://www.govtech.net/digitalcommunities/story.php?id=99325
- 42 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
Figure 14: Most Beneficial Features of Gift Cards
From this research it has been possible for VoGo to incorporate these successful
features into their m-Voucher product
Some of the comments for improvements to existing or new vouchers systems
mentioned the following:
From the primary research conducted one of the most common comments was
that the m-Vouchers be available for use in a range of shops or shopping
centres. As mentioned in the marketing mix the aim for VoGo is to be accepted
by shopping centres and large department stores and retail outlets, a wide range
of shops provides customers with increased amounts of flexibility.
The concept of topping up online, without having to go to the store itself is a
concept that is appealing to potential users of the VoGo m-Vouchers.
The
concept of topping up gift cards has been one of their successful features as it
gives the consumer added flexibility and allows them add to vouchers of low or
trivial amounts. There is also the added possibility of being able to top up for
friends/family as gifts, this idea is already in existence whereby mobile phone
users can text to top-up theirs or someone else’s phone credit and many people
now top-up as gifts for friend’s and family.
Vouchers that could combine/contain coupons as well as the voucher,
amalgamating them into one easy to use item would be extremely useful for
consumers. This would be something ‘in the pipeline’ for VoGo, a project for
future development after the successful launch of the voucher product.
The majority of people (92%) questioned felt that the m-Voucher concept and scenario
could be a beneficial addition to a voucher product. The majority (79%) of people also
admitted that they have at some stage found them selves buying something and
paying cash knowing they have a voucher somewhere i.e. at home. 65% of people felt
that they would use their vouchers quicker and possibly spend over the redeemable
voucher value (88%) if their voucher were in the form of an m-Voucher and present on
their mobile phone.
In the analysis of the target age groups for the m-Vouchers respondents were
questioned as to which age-groups they could see themselves purchasing the VoGo
m-Vouchers for.
- 43 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
100.00%
83.90%
90.00%
80.00%
69.40%
58.10%
70.00%
60.00%
51.60%
50.00%
Response
40.00%
29.00%
24.20%
25.80%
30.00%
20.00%
6.50%
12­15
1.60%
10.00%
16­19
20­24
25­29
30­39
40­49
50­59
60­69
70+
Figure 15: Age-Groups Respondents would Purchase m-Vouchers for
0.00%
From this research it is apparent which market and segments are the best to target as
the innovators, early adopters and early majority. It is evident that there would be
little to no market in m-Vouchers for recipients in the age range of 60+. It is also
apparent that the early majority would include all age groups from 16-39 and that the
late majority would be expected to include the 12-15, 40-49 and the 50-59 age
groups.
The public’s response to m-Marketing proposal was also a concept to be evaluated.
Many of the respondents (51.6%) were definitely open to the idea of the m-marketing
idea and the informational texts and would find them beneficial and 24.2% felt that
they might be. 54.8% felt that if the m-Marketing text alerts were highly tailored they
would sign up as this would give them greater choice, flexibility and control over what
they receive – it would be negative for VoGo to turn customers “inbox used as a
marketing dumping facility” [quote from the primary market research results]
100.00%
90.00%
80.00%
70.00%
51.60%
60.00%
50.00%
24.20%
24.20%
Response
40.00%
30.00%
20.00%
Yes
Maybe
No
10.00%
Figure 16: Respondents that
would expect to find the proposed m-Marketing Beneficial
0.00%
- 44 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
From this research we would consider at present the current customer markets to be
16-29 years old and the current client markets to be

New start-ups – system can be built into their POS from the start

Companies looking to moved from untracked to tracked vouchers

Small companies – less of an overhaul
[See Appendix 1.4 for survey details]
Evaluating Market Strategy
There are 3 marketing strategies that our company can follow

Niche/Focused

Differentiation

Cost Leadership
We would consider our product a niche pertaining to vouchers and differentiated
pertaining to the scope of the vouchers and marketing systems.
The Marketing strategy being applied to the VoGo Mobile Vouchers and Marketing
Platform is that of a niche market. VoGo deals specifically with Vouchers and Voucher
related marketing consumers and clients. As there are minimal competitors at current
there is no need for a cost leadership strategy at this stage. Nor is there a need for a
cost-leadership in general as a value adding service it should be based on quality of
service and meeting client and consumer needs efficiently.
In the future the plan would be to adopt a combination strategy combining
Differentiation and a Niche Strategy.
As the company expands branching out into
other area of mCommerce and mobile marketing and advertising applications,
ticketing, passes, campaigns etc.
- 45 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
Evaluating Market and Market Segments
From our primary research conducted on a cross section of the population it can be
seen that the main age groups that people thought they would purchase m-Vouchers
for the majority of age groups but the main age groups being:
100.00%
83.90%
90.00%
80.00%
69.40%
58.10%
70.00%
60.00%
51.60%
50.00%
40.00%
29.00%
24.20%
25.80%
30.00%
6.50%
12­15
16­19
20­24
25­29
30­39
40­49
50­59
60­69
20.00%
1.60%
70+
10.00%
0.00%
Figure 17: Age-Groups Respondents would Purchase m-Vouchers For
Conversely these groups would also be the most likely to buy the m-Vouchers.
From Secondary research it is been found that the levels of Mobile phone penetration
are also inline with this research.
Figure 18: Age-Groups with Mobile Phones
The age-group depicted by the first pie chart are the demographic group which are
most likely to have mobile phones and most likely to use more mobile phone features
such as games and internet access etc. It is also this age-group which buy mobile
- 46 -
Response
VoGo Mobile Vouchers and the VoGo Marketing Platform
phone add-ons such as ring tones, backgrounds and games. It is this group which will
be the main market segment which VoGo will be targeting.
Regarding Store segmentation our initial marketing and promotional efforts will be to
create, manage and maximise brand awareness.
VoGo will aim to target Large
department stores with the new m-Voucher approach and also to approach new stores
and stores that may not already have a voucher system in place.
Marketing Mix
Product
The product consists of 2 separate but linked entities

The VoGo m-Voucher system

The VoGo m-Marketing system for clients (stores)
~ M-Vouchers
The m-Voucher system is an online system – customised to selling to consumers in
the online environment. The functions incorporated into the system are:

Purchase and sending of Vouchers to Mobile phones.

Creation of a multimedia message that such as congratulations, happy
birthday etc, to send with the voucher as an m-Card.

Checking of voucher status by owner

Resending lost or deleted vouchers by logging into the system and making
a request

Topping up of vouchers
The online site will be the way for the product/VoGo to interact with the customers.
From the aspect of customer service they will maxmise on site solutions through
presence of FAQs, instructions, help section and blogs/forums
~ M-Marketing
The m-Marketing platform will be running in parallel to the m-Voucher system
offering targeted and customised marketing, advertising and promotional services to
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VoGo Mobile Vouchers and the VoGo Marketing Platform
clients.
This system will harvest information from users and purchasers of the m-
Vouchers. The data can then me mined by clients and used to:

To run reports

View statistics

Send promotions and advertisements

Monitor response rates

Provide information to vendors to understand and target customers better
~ Boston Consulting Matrix
Examining VoGo using the Boston Consulting Matrix it is expected that the both
sections of the VoGo company the m-Vouchers and the Marketing Platform
would be star products with high market share and high market growth.
As VoGo is going through the growth stages this will be the time for VoGo to
create a dominant position for itself.
VoGo is expected to remain as a star
product through the early adoption and early majority stages of the product life
cycle and gradually become a Cash Cow as it reaches the early majority and
laggards, and as the product matures.
[See diagram - Industry and Markets - High Technology Markets]
There does not appear to any identical competitors and not in the Irish market.
This provides VoGo with a golden opportunity to take the market by storm and
become a market leader.
VoGo’s innovative product and design, in an increasingly wealthy and materially
driven society makes for strong a competitive position in an attractive market.
Price
Price will be spread across the majority of sections of the value chain, the only party
not being charged is the receiver of the m-Voucher (more details in the revenue
model). In this way it provides maximum value for service for all involved. VoGo has a
heavy emphasis on quality, service and flexibility, therefore although price is
important the functions and features have a stronger focus.
- 48 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
The system would be tailored to the needs of clients (stores) – providing deals on
number of texts sent and possible add-on modules or gold and silver packages,
starter packs, trial packs to maximise flexibility for the clients.
~ m-Voucher costs
Cost for customer to send a voucher (Charge similar or postage and packaging
charges) ~ 50c - €1.00
Cost for VoGo - 1 text voucher = 4.4 cent
Estimated maximum resend 5 times per voucher = 4.4 - 22 cent.
Profits possible ~ 23.6c –95.6c cent profit.
Prices depend also expected revenues from advertising fees from retail member
subscriptions.
~ Subscriptions
There would be a cost charged to each client (store) on an annual basis to be part
of the voucher system and/or the m-marketing system
~ m-Marketing packages
There would be also be a price for the m-Marketing packages allowing the clients
to market and promote to their target audience through the m-marketing portal.
The price would vary depending on what level package they are using, and the
type and size of message they are sending e.g. SMS/MMS.
At VoGo we want to be market leader in the m-Voucher/m-Marketing market, it is our
understanding that it would not be off benefit to get involved in competitive price
destruction, yet we want to offer a competitive rates.
Place
The channel to be used to distribute the m-Vouchers is primarily an online sales
system. There is no need for a ‘bricks and mortar’ office as the website and portal
would be the connection between the customers/clients and VoGo
Alternate connections are between clients and customers where customers can redeem
vouchers in-store?
- 49 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
The online presence gives VoGo the opportunity to quickly enter markets and have an
instant web presence. Use of sales agents or reps to liaise with clients and affiliates
will allow VoGo to reinforce the channels of distribution.
Collaborating with a mobile network service provider or messaging provider allows
VoGo to outsource some of the intricacies and technicalities of message distribution to
an external party. In this way they ensure delivery through a quality channel as the
providers are experts in this area.
Leaving VoGo to focus on the online service and in-house proprietary technologies.
Use of external merchant services for payment and authorisation maximises quality
and security
Promotion
“The average person sees an average of 4,000 marketing messages every day” 49 it is
important that people are not only aware of our vouchers but also that they are highly
aware of our brand. VoGo will be harnessing the advantages of both online and offline
advertising, marketing and promotional techniques to create high levels of awareness
of the product and brand.
~ Online Campaign
Direct marketing and e-Marketing
Online advertising through having our own web presence and site, advertising on
affiliate sites
Online publicity – press releases, online – which is cheap and effective – forums,
blogs, online articles
~ Offline Campaign
In store/mall promotion is important – demonstrations
Affiliations with store and other companies with which we collaborate
Personal Selling through our own Sales Agents and Reps
Competitions
Offline publicity – articles and features, interviews and news items
Analysis of the effectiveness of promotional, marketing and advertising effort through
monitoring brand awareness, as brand awareness and brand loyalty are closely linked
(Staple 1990).50
49
50
Kinsley, P 2005 ‘Subtlety is the Key to unlocking brand power’ Irish Times
Blythe, J 2003, Marketing Strategy McGraw Hill, London
- 50 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
From both primary and secondary research it has been found that there is a heavy
seasonal emphasis on giving gift cards or vouchers and this is based around the
Christmas holiday period. 55% of consumers admit that personally they would prefer
to get a gift voucher as opposed to a cash gift at Christmas time.
51
However the importance of retailers and vendors leveraging their gifts cards constantly
through out the year instead of relying on maximum sales from the Christmas push
has been emphasised to employers. By constantly placing the voucher in the public
eye they can maximise returns to a greater extent.
52
Physical Evidence
Regarding the purchase of the m-Vouchers online it is vital that VoGo remains inline
with the standards of the eCommerce directive and must show the full purchase
details and costs before the order is confirmed and completed.
Email receipt or text receipts will be available containing the information detailing the
purchase and link to the site.
Users are able to log in and view their account online and voucher status.
Through their online account users are able to resend vouchers and sign up for extra
promotions and competitions and see evidence of this.
Receiving the m-Voucher serial number or m-Marketing messages and being able to
use the m-Voucher successfully to purchase items.
Process
Trust, safety and security are big issues for businesses operating in the online
environment.
VoGo offers safe site and secure site symbols to reassure their
customers and clients that their interactions with our site are confidential and secure.
The process for the customers and clients involves less effort and time and is cheaper
in the long run. There is minimal time spent acquiring the voucher as it is all done
online and there is no delivery time as delivery is instant. The customers and clients
51
FEXCO Launches Electronic Gift and Spending Card Solutions 2005, Retrieved July
27th, 2006 from http://www.fexco.com/viewnews.php?id=94
52
‘UK Retailers Told To Promote Gift Cards All Year’ 2006, The Wise Marketer, 18th
April. Retrieved July 29th, 2006 from ePaynews.com
- 51 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
maintain the majority process control as they interact with the site and can make their
own decisions.
Collaborating with a mobile network service provider allows VoGo to outsource the
processes of message distribution to an external party and focus on the online service
and in-house proprietary technologies.
Use of external merchant processes and
services for payment and authorisation maximises quality and security of the payment
process.
People
Primarily the people involved in VoGo will be the 4 members of the team: 2 focused on
the technical and 2 on the business areas.
The expertise will spread across the
following broad areas:
~ Business – front line staff
This will cover sales reps and promotional teams who will carry out in store
demonstrations and promotions.
There will also be the members of the
management who will be liaising with customers and clients and finalising deals.
~ Business
This covers the employees dealing with marketing, operations and finance. It will
also be extremely important that VoGo provide a quality customer and client
service – important when launching a new and disruptive innovation. Through
the use of FAQs, email, help section and instructions this will help to maximise
our customer service offered yet minimise the number of people required.
External consultants and legal experts will be needed to advise and oversee some
of the processes and business decisions, however it is intend to avail of expertise
in the Invent centre on the DCU campus.
~ Technical
On The technical side of the project there is mainly the operations, information
and technology management. These areas will be in the capable hands of the 2
technical members of management.
They will also be required to carry out
extensive innovations and technology research.
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VoGo Mobile Vouchers and the VoGo Marketing Platform
4 ~ Technology/Operations Plan
Architecture and System
Overview of VoGo
The VoGo site is an online system consisting of two parallel web portals.
The 1st a portal for
registered and nonregistered users. To
sign-up, login, buy and
monitor their mVouchers.
The 2nd an portal for
registered Stores (Clients)
to access m-Vouchers,
data, run reports and
create m-Marketing
campaigns.
Figure 19: The Parallel Portals
The two parallel sites access shared data but the dual site approach has certain
advantages. The following is the rationale for having to separate websites:
Security:
By producing the information on 2 distinctive websites it provides VoGo with greater
flexibility. The 1st portal the consumer portal will be made available to the public and
will be indexed and listed in search engines and present of various advertisements and
promotional goods.
The page for the user will be added to the indexes of search
engines.
As a mild security measure the Store portal URL will only be provided to stores that are
subscribed to the VoGo m-Voucher service.
This will provide some protection to
VoGo, reducing possible false authentication attempts, mistakes or attacks.
Design:
- 53 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
Having 2 separate sites allows VoGo to tailor the sites to the different users.
The
consumer portal has a fresh, youthful and slightly gimmicky design, in an attempt to
attract and appeal to younger trendy users.
On the client or store portal there is then a contrasting simple, professional site design
focusing on functionality and clear data access and presentation.
Technology Used:
In choosing the relevant technologies for the system there has been extensive research
into the different technologies and software available from which to build the
prototype.
Several issues must be considered before selecting and committing to
using certain tools.

Will this be easy to adapt and configure to different platforms?

Is it highly compatible with other tools and software?

What type of cost is involved?

Will it provide a system that is scalable, maintainable and stable?
PHP
PHP has been chosen by the VoGo group as the server-side scripting language to
provide the functionality for the site. There are many advantages for VoGo in using a
technology such as PHP –

It has cross platform capabilities and is interoperable with the majority of
systems, servers and browsers out there

It is fast, easy on resources and stable

Allows for different levels of security

Plenty of extensibility
From a developers perspective it has many unique benefits:

“Rapid, iterative development cycles with a low learning curve”
53
PHP is on of the easiest to learn, offers a very readable and easily
understandable language which in turn helps to increase productivity and
allows programmers to construct better applications
53
http://www.zend.com/company/solutions/for_businesses_evaluating_php
- 54 -
VoGo Mobile Vouchers and the VoGo Marketing Platform

“Robust, high-performance and scalable platform; stable and secure”
54
PHP is designed to create extremely scalable web applications facilitating a
large number of users ideal for systems such as VoGo m-Vouchers and mmarketing.
PHP is stable, secure and robust even for professional and
intensive business applications and systems.

“Easily
integrated
systems”
into
heterogeneous
enterprise
environments
and
55
As previously mentioned PHP is a cross platform technology and
interoperable with various other applications. The Clickatell API functions
with PHP, which emphasises the flexibility, PHP would provide if other APIs
or technologies were to be incorporated in the system at a later stage.

“Proven through widespread deployment and supported by a vibrant
56
community”
PHP has been found to be one of the most widely used web
tools/development language on the World Wide Web due to its flexibility
and extensibility.
“PHP, according to NetCraft, has surpassed Microsoft ASP, making it the most popular
Web development language and is being utilized on over 15 million Websites today.”
57
Many well-known organisations and enterprises have and are using PHP highlighting
the quality applications that it can build e.g. Hewlett Packard and Disney.
58
MySQL
~ Advantages of MySQL
For most web developers MySQL is a great choice as a database.
MySQL is fast,
inexpensive, easy to use, it has good scalability allowing many users to read and write
to the database at the same time unlike MS Access, which really can only handle a
handful of users. Like PHP it runs on the majority if operating systems and works with
most coding languages.59
MySQL is free for development and if a commercial license is needed, it costs close to
€50, which is extremely cheap. MySQL possesses most of the functions that are
54
55
56
57
58
59
http://www.zend.com/company/solutions/for_businesses_evaluating_php
http://www.zend.com/company/solutions/for_businesses_evaluating_php
http://www.zend.com/company/solutions/for_businesses_evaluating_php
http://www.zend.com/company/solutions/for_businesses_evaluating_php
http://www.zend.com/company/solutions/for_businesses_evaluating_php
MySQL Retrieved July 26th, 2006 from http://en.wikipedia.org/wiki/MySQL
- 55 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
present on other databases packages (SQLServer, Oracle) such as authorisations,
privileges, encrypted passwords etc. Transactions are performed quickly, as MySQL
was developed with speed in mind and this can be seen particularly so when it is
running in the Linux environment.
The fact that it uses simple SQL statements (standard communication with RDBMS’s)
makes it easier to use, and it is multiplatform so it can run in different operating
systems. MySQL can handle databases with millions of rows and has few scalability
issues, one of these issues being changing to newer MySQL platforms.60
Clickatell SMS API - http://www.Clickatell.com
For development of the SMS Module Clickatell has been incorporated into the VoGo
system. VoGo has chosen this SMS leader for several reasons; their system can send
customised Bulk or Individual SMS messages:

Individual messages sent from user to user through the consumer portal

Bulk customised promotional messages sent from stores to a list of
customers through the store portal
Figure 20: Clickatell SMS Gateway61
After testing it has been established that the messages when sent are delivered almost
instantly to receivers and as with regular SMS generally only hindered or delayed by
signal and reception issues. Since Clickatell is an American company the SMS can be
sent to almost every country in the world. Clickatell has reliable network coverage
with more than 560 networks across a staggering 183 countries.
60
This extensive
Retrieved July 26th, 2006 from http://www.magicwebsolutions.co.uk/oldsite/PHPMYSQL.php
61
Clickatell SMS Gateway [Image] Retrieved July 26th, 2006 from
http://www.clickatell.com/brochure/products/developer_solutions.php
- 56 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
communication network provides VoGo with a huge advantage should the business
expand to outside of Ireland, into Europe or further a field.
The low cost per message fee is important for the success of VoGo. Messages cost
from €0.034 - €0.044 per message which is cheaper that most SMS Service Internet
providers.
The SMS Modules of Clickatell have been developed in such a way that their integration
into the VoGo system is both easy and fast. This module has been created in PHP,
making it compatible with our system and Clickatell has provided much of the setup
and integration material. This code is free for all registered users of Clickatell and is
fully referenced in the source code.
Benefits for using Clickatell in VoGo:
All the shops associated with VoGo will have the advantage to communicate their
brand, information and use the SMS messaging technologies to boost their marketing
strategies with minimum barriers to entry.
Incorporated into the VoGo system it
provides:

Fast and reliable interaction with customers

Ability to target specific groups in different locations around the globe for
mass marketing62
62
http://www.Clickatell.com
- 57 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
- 58 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
- 59 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
- 60 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
Customer
CustMobileNo
FK1
FK2
CustomerName
CustomerDOB
CustomerSex
CustomerLocation
CustomerOccupation
Occupation PK
CustShop
PK
OccupationID
OccupationName
PK,FK1
PK,FK2
CustMobileNo
ShopID
Location
PK
locationID
locationName
Shop
PK
ShopID
ShopName
ShopMail
ShopUsername
ShopPassword
ShopPhoneNo
Voucher
PK
VAmount
VShopID
VStatus
CustMobile
User
PK
MobileNo
FK2
FK1
Username
Password
Name
DOB
Email
Sex
LocationID
OccupationID
VNo
UserVouchShop
PK,FK2
PK,FK1
PK,FK3
UserMobileNumber
ShopID
VNo
Figure 21: The VoGo m-Voucher System
Security
There are many security issues that would be of the utmost importance to the VoGo
voucher system. As previously mentioned there are 2 parallel sites allowing access
from users and stores.
- 61 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
Validation
In order to maintain the integrity of the system the VoGo website performs strict and
extensive validation controls on both the client side and the server side. Invalid inputs
will throw back an error and will not be posted to the server side or update the
databases.
All validation errors are presented to the user as a java script pop-up
window containing a clear summary of the errors.
Sessions
A session is an enduring connection using the session layer of a network protocol. All
pages have a session state and this is in place to ensure that only those who are
registered can log in and view their information and no one else’s. The sessions will
allow the system to recognise users and carry information about that user from page
to page and they browse their account.
The Web server identifies registered users
using a mechanism known as authentication. The session will be started at the login
page when the user is authenticated, by supplying a valid user name and password.
The browser transmits the user name and a hashed version of the password to the
Web server. The user is then authorised to view certain pages and the session will
terminate at the log out page.
Authorisation
All users will be provided with particular authorisation rights and privileges on the
various websites. For example at the store level only those with access right can log in
and those with higher level can view certain customer details and those with full rights
such as the manager or marketing specialist can access the marketing the portal and
process marketing campaigns.
SSL and External Services
In order to keep all payments to VoGo secure, SSL cryptography will be in place
between all communications from to and from VoGo and external card authorisation
companies and other external organisations. “SSL provides endpoint authentication
and communications privacy over the Internet using cryptography”.63 To provide extra
security our merchant services will be controlled by an external company that
specialise in providing these kinds of facilities. Clickatell uses 128bit encryption code.
63
SSL, http://en.wikipedia.org/wiki/Ssl
- 62 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
vLAN
The majority of attacks on companies, 60% - 70%, are inside attacks, where the
“trusted tribe”64 attack from within or from knowledge they have acquired from within.
For best protection against outside attacks, the store portal page will be part of a
secure vLAN. This will only allow users (the stores) to login into the store portal from
computers that are in-store, head office or belonging to the store and are thus
connected to the network.
This network will allow just a certain amount of IP
addresses to access the portal. This will prevent some insider attacks. For example
where employees could log in from home and altering records or data.
UML - User Cases (Users and Stores)
Map of VoGo Customer and VoGo Store Portal
Users are able to carry out a number of processes on the VoGo site. Below is an
outline of each process outlined as a Use Case [IBM IT Architecture Workshop see
Appendix 1.2] along with an UML diagram coupled with screen shots as seen by the
User. Each Use Case also includes validations/security features included in each
process.
1. Users Register on VoGo site:
•
User goes to homepage via their browser and clicks on ‘REGISTER’
•
User is asked to fill out their personal details including choosing a
username and password
•
If username has already been chosen user is asked to pick another
username and password. Once a unique username has been identified
user can proceed.
•
Username and Password are checked for uniqueness and the user is
sent confirmation email with details of username and password
64
The Need to Protect Against Insider Attacks, Security Series, 2005, Retrieved 2006
from http://www.apani.com
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VoGo Mobile Vouchers and the VoGo Marketing Platform
VoGo
Web Control
Top Package::Customer
*
­End1
TypePersonalInfo
checkAvailability
InsertUser
Send Confirmation Mail
*
­End2
Figure 22a: Use Case: Registering to the Website
Information that can be used in the future for m­marketing purposes - 64 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
Figure 22b: Web View: Registering to the Website
Validations/Security Features:
•
Required fields – user must fill in all fields identified with an asterix if
not the following error message will be displayed asking the user to fill
in missing fields.
Figure 23: Incorrect Information Pop-up
•
Mobile Phone Number is only accepted if it begins with 087/085/086
and 7 digits must follow this. If user enters any other formation an error
message similar to the one above will be displayed.
2. User log-ins to site to view their own personal page
•
User goes to homepage and enters their username and password
•
System checks validity
•
System begins session
•
User is brought to their personal homepage with order history, details
VoGo
Web Control
Top Package::Customer
*
­End1
TypeInfoLogin
Validation
Create Session
*
­End2
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Figure 24a: Use Case: Login into the Page
User enters their unique username and corresponding password Figure 24b: Web View: Login into the Page
3. Select Vouchers
Precondition
•
User must be logged in
Select Voucher
•
User selects from drop down menu the shop they wish to purchase the
voucher for.
•
User selects the value of voucher they wish to purchase
i. Note – at the moment the user has a choice of four amounts,
however in the future VoGo will offer the user more choice and
also depending on store’s preference increase the limit from
€100.
•
User enters the recipient’s mobile number and also is presented with
the option to include a personalised message in the voucher text.
Validation/Checks
•
Recipient’s mobile Phone Number is only accepted if it begins with
087/085/086 and 7 digits must follow this. If user enters any other
formation an error message similar to the one above will be displayed.
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VoGo Mobile Vouchers and the VoGo Marketing Platform
VoGo
Web Control
Credit Card
Top Package::Receiver Top Package::Customer
*
­End1
*
­End1
TypeInfoLogin
CheckLogin
Create Session
Select Store
Select Amount
Type Phone
Send Parameters
Validation
Credit Card Validation and Transaction
Send Parameters
*
­End2
*
­End2
Send SMS Message
Figure 25a: Use Case: Send m-Vouchers
- 67 -
Web Control
VoGo Mobile Vouchers and the VoGo Marketing Platform
Figure 25b: Web View: Send m-Vouchers
4. User pays for voucher
Precondition
•
User has logged in
•
User has selected voucher
User pays for voucher
•
User is presented with the voucher they have selected, the value of the
voucher and also the service charge associated with purchasing the
voucher. The user is thus presented with the total payment required to
purchase the voucher.
•
User is asked to enter their credit card details and once entered they
click the ‘Confirm Payment’ button.
•
The credit card details are sent over a secure transmission to a 3rd party
credit card clearing site.
•
Once cleared the user is presented with a confirmation of payment
page. This page may be printed as a receipt if required.
•
Text message containing voucher is sent to recipient and confirmation
e-mail is sent to user.
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Payment
details
breakdown
Figure 25c: Web View: Send m-Vouchers - Payments
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Details of voucher
amount, shop and
recipient number
Figure 26: Receipt and Confirmation of Purchase
5. User Top-Up M-Voucher
Precondition
•
User has registered and Logged in
User Top-Up M-Voucher
•
User Enters My VoGo section of site to view his/her vouchers
•
User selects which Voucher to Top-Up
•
User Chooses Top-Up Amount
•
User continues to payment screen
•
User enters credit card number
•
External System validates credit card
•
Receipt is emailed and shown on screen
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VoGo Mobile Vouchers and the VoGo Marketing Platform
•
Web Control updates M-Voucher.
•
M-Voucher is resent to user mobile via Clickatell SMS API System
VOGO
Web Control
Top Package::Customer
*
/ Registration
/ Verify Registration
/ Return Result
/ Verify Login
/ Login
/ View Voucher Details
/ Choose M­Voucher and Top_Up Amount
/ Card Validation
/ Insert Creditcard Details
/ Validation Result
/ Top Up M­Voucher
/ M­Voucher Details
/ Receipt Emailed and Displayed
/ SMS Message with M ­Voucher
*
Figure 27a: Use Case: Top-up System
- 71 -
Clickatell
CreditCard Syste
VoGo Mobile Vouchers and the VoGo Marketing Platform
Figure 27b: Web View: Top-up System
Stores:
1. Store’s log-in to the VoGo system
•
At the moment, stores access the VoGo system through a web browser, the
domain name being different to that used by other users.
o
Note: in the future the VoGo system will be linked and accessed
from store’s EPOS.
•
Stores log-in with their unique username and password
o
Note: in the future stores may be given different accounts with
different levels of access e.g. sales assistants will be able to
view/amend vouchers while management will have options to send
m-marketing messages.
•
Username and Password are checked for validation
•
Store is taken to their individual page
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VoGo Mobile Vouchers and the VoGo Marketing Platform
VoGo
Web Control
Top Package::Customer
*
­End1
TypeInfoLogin
Validation
Create Session
*
­End2
Figure 28a: Use Case: Log into the Store Portal Page
Figure 28b: Web View: Log into the Store Portal Page
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VoGo Mobile Vouchers and the VoGo Marketing Platform
2. Store amends/deletes customer’s voucher details
•
Precondition: Store is logged in to VoGo system
•
When customer approaches POS, the sales assistant types the validation
number into the VoGo system and clicks ‘Check’.
•
The VoGo system checks to see if the number is valid and presents the
sales assistant with all details associated with that voucher.
•
The sales assistant then enters the value of the voucher the customer
wishes to redeem. This amount is then subtracted from the initial
amount.
VoGo
Top Package::Receiver
Top Package::Shop
*
­End1
*
­End1
Voucher Code
TypeInfoLogin
Web Control
CheckLogin
Create Session
TypeVoucherCode
Validation
Display Info
Update Amount
Display Transaction
*
­End2
*
­End2
Figure 29a: Use Case: Using the VoGo m-Vouchers
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Figure 29b: Web View: Using the VoGo m-Vouchers
3. Store resends voucher to customer if text has been deleted
•
Precondition: Store is logged in to VoGo system
•
If the customer approaches the POS and realises that their SMS
containing the voucher validation number has been deleted, the sales
assistant also has the option to resend the voucher to the customer.
•
The sales assistant requests the customer’s mobile number and enters
it into the VoGo system.
•
The sales assistant is then presented with any m-vouchers active for
that customer and can opt to resend the voucher.
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VoGo Mobile Vouchers and the VoGo Marketing Platform
VoGo
Top Package::Receiver
*
Web Control
Top Package::Shop
*
Voucher Code
Check Valid Voucher
Send Parameters
Send New SMS message
*
*
Figure 30a: Use Case: Re-Sending Vouchers
Figure 30b: Web View: Re-Sending Vouchers
4. Add new customers to the database.
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VoGo Mobile Vouchers and the VoGo Marketing Platform
•
Precondition: Store is logged in to VoGo system
•
When the customer presents and redeems their m-voucher at the POS the
sales assistant also asks them would they like to join the stores mailing list.
•
If the customer opts-in, they will be sent m-marketing SMS in the future
and may also receive m-coupons.
•
The sales assistant requests specific information from the user so as to aid
the store in target marketing.
Figure 31a: Web View: Add New Customer
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VoGo Mobile Vouchers and the VoGo Marketing Platform
VoGo
Web Control
Top Package::Customer
*
TypeCustomerInfo
vallidateInfo
InsertCustomer
ConfirmationMessage
*
Figure 31b: Use Case: Add New Customer
5. Stores send promotional and personalized messages to customers
•
Precondition: Store is logged in to VoGo system
•
Stores select ‘Promotions’ tab from navigation bar
•
Store enters the criteria for the type of customer they wish to send mmarketing message to.
•
The store hits ‘Submit Query’ and they are brought to a page that
displays all customers in the database that correspond to their selected
criteria.
•
Store can then select individual or all of the customers they wish to
send m-marketing message to.
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VoGo Mobile Vouchers and the VoGo Marketing Platform
VoGo
Web Control
Top Package::Shop
*
ChooseSearchCriteria
RetrieveInfo
ChooseMsgRecipitents
SendGroupPromoMsg
ConfirmationMessage
*
Figure 32a: Use Case: Sending m-Marketing Campaigns
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Figure 32b: Web View: Sending m-Marketing Campaigns
Standards
Ecommerce Directive
Under the eCommerce Directive there are certain requirements for online businesses
regarding displaying their company information and communication activities. Under
the eCommerce Directive VoGo is required to do the following on the website:

Their Name
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VoGo Mobile Vouchers and the VoGo Marketing Platform

The Geographic Address

Contact details including the email address

VAT Number
As VoGo communicates commercially with customers and clients from the online
setting when communicating with customers they are required to do the following:

Ensure
their
communication
is
clearly
identifiable
as
commercial
communication

The recipient must be able to clearly identify who is sending the
information/communication

The recipient must be able to clearly understand the offer available and
how and where to avail of it and any terms and conditions involved

The recipient must be able to clearly understand any promotional features
and any terms and conditions involved
Data Protection Act
Under the data protection act there are strict legal requirements for dealing with the
information of individuals. VoGo will also adhere to these requirements regarding the
“Protection of Privacy of Individuals with regard to Personal Data Collection,
processing, keeping, use and disclosure of personal data” 65 collected from m-Voucher
purchases and sales.
Opt in / Opt out
There are also specific regulations controlling the usage of customer contact
information or information acquired about customers from other sources. Opt in and
opt out apply to a different recipients.

Under the Regulations of the Opt in/Opt out Guidelines, opt-in consent is
mandatory before any company or business can transmit unsolicited
communications in the form of direct marketing emails/SMS messages to
individuals they customers or otherwise.

On the other hand Opt-out consent is necessary when making unsolicited
communications via direct marketing/SMS messages with companies.66
65
Data Protection Commissioner
http://www.dataprotection.ie/viewdoc.asp?m=l&fn=/documents/legal/6ai-1.htm#2
66
Kelly, C 2004 ‘NEW RULES ON EMAIL MARKETING AND DATA PROTECTION (PART II)’
http://www.businessofemail.com/e_article000212757.cfm
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Consumer Affairs
There are laws laid down in the consumer rights act pertaining the rights of customers
when receiving or dealing with gift vouchers or store credit notes of any kind. VoGo
will ensure that they remain with in the laws and guidelines of this act.
When
customers purchase vouchers they have very few rights, especially when vouchers are
mislaid and none when they are lost. With the m-Voucher resending facility customers
will in fact being provided with increased consumer rights.
Labour Requirements
Security Analyst
To ensure the overall security of the website a Security Analyst would be hired on a
consultancy basis to ensure and maintain the security of the 2 online portals, all of the
code and the encryption standards in place in all communication between VoGo and
external partners.
Database Administrator
The VoGo group will also be taking on an external Database Administrator also on a
consultancy basis regards maintaining the VoGo database and to ensure it runs at
maximum performance and is reliable.
Mobile Technologist
The area of m-Commerce and Mobile Technologies is still in its infancy. With this
being the case the VoGo group feel that in the early stages hiring an expert in the field
of m-Commerce, mobile technologies and applications also on a consultancy basis will
be on profound benefit
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VoGo Mobile Vouchers and the VoGo Marketing Platform
5 ~ Management Structure
Organisation Structure
We have a cross over of skills and a vast range of experience both educational and
professional. This allows us to mould our diverse backgrounds into a well-functioning
team [see Appendix 1.5 for further details].
Ita Rowsome
– Chief Executive Officer and Director of Sales
Ita Rowsome is CEO of the VoGo group, she has been selected for this position as she
has vast experience dealing with the public and has a very rational and analytical
approach to situations due to her background as an engineer.
Her duties as CEO include:

Overseeing the management decisions of the entire VoGo operation

The public face of the company

Liaising with all other areas and departments of the company

Ensuring that information flows efficiently through out the company and
through the departments
As Director of Sales her duties include:

Liaising with Operations and Marketing departments

Sales representative and management of the sales team
Francesca Feeney
– Chief Financial Officer and Director of Marketing & PR
Francesca Feeney has been selected as chief financial officer and Director of Marketing
and PR. Francesca has previous financial and managerial retail experience, which has
lead to her appointment in this role
Her duties as CFO include:
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VoGo Mobile Vouchers and the VoGo Marketing Platform

Setting out of budgets and control of the budgets of the various
departments

Liaising with each of the department re incomes and expenditures.

Decision making regarding the funding and revenues of the company

Development, implementation, monitoring and management of financial
systems through out the company

Production of financial accounts, tax receipts and annual reports

Produce projections for future spending, revenue and profit levels
As Director of Marketing & PR her duties include:

Creation, building and promotion the VoGo brand name and product
portfolio for the VoGo group

Liaising with the Ita Rowsome the Director of Sales

Creation of marketing campaigns to target and attract potential stores to
adopt the VoGo system

Creation of marketing campaigns to promote and highlight the advantages
of the m-Vouchers concept to potential customers and consumers

Management of all marketing activities

Networking,
creation
and
maintenance
of
strategic
alliances
and
relationship with clients and affiliates.
Loic Hervot
– Chief Operations Officer and Director of Innovations
Loic Hervot has been selected to head the Operations and Innovations department.
Loic has project management experience from his previous work at Intel and has keen
interest in technology and innovations
His duties as COO include:

Project management of all operations carried out within the VoGo company

Extensive liaising with the CFO to ensure accurate and precise management
of finds and resources.

Scheduling of deadlines and
As Director of Innovations his duties include
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VoGo Mobile Vouchers and the VoGo Marketing Platform

Constant research and analysis of the mobile phone, m-marketing and mvoucher marketing

Attendance at seminars, conferences and tradeshows globally, that are
promoting innovative e-commerce technologies and trends.

Networking,
creation
and
maintenance
of
strategic
alliances
and
relationship with clients and affiliates.
Darran Kavanagh
– Chief Information Officer and Director of Security
As one of VoGos chief programmers Darran has been appointed as CIO. Darran has
extensive computer applications experience and has previously developed several
online systems of this calibre.
His duties as CIO include:

Working side by side with the innovations officer to create and adopt new
technologies and potential solutions to enhance and advance the VoGo
system

Analysis of the information and data collected from customers and stores

Updating and maintenance of the system

Working with
the
stores
to
customise
their
application
and
data
management
As Director of Security his duties include

Development, implementation and monitoring of various security policies,
protocol and procedures in place to maximise the security and safety of the
system

Risk evaluation and risk management

Business continuity and system recovery
Gaps in Expertise
Due to the lack of professional experience in such a market it is felt that it may be
beneficial to seek advice and expertise from external consultants on certain matters,
e.g. large ad campaigns, legal issues. The VoGo have a lot of theoretical experience
but low average real-world experience.
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VoGo Mobile Vouchers and the VoGo Marketing Platform
As the VoGo group is situated in DCU and it has access to Invent, a centre for getting
University research to the market place. Invent has many services in many areas,
including:

Entrepreneurship and Enthusiasm (Yanky Fachler)

An Innovation Expert (Altran)

Sales Expert (Plan2Grow)

Accounting and Finance (KPMG)

IP Expert (Tomkins)

Law Expert (Arthur Cox)

Strategic Marketing (3 little pigs)
67
The VoGo group can fill the gaps in their expertise with the aid of these services.
There are also people employed in Invent to help with Business and development
(Ron Immick), IP and Licensing (Tony Gylnn) and Technology Transfer (Noel Daly). We
feel that the services supplied by Invent will be sufficient to aid the VoGo group.
Some other gaps in the project group, as previously mentioned, is the need for
expertise in the area of m-Commerce and mobile phone technology and also experts
in the area of system security and database administration.
67
www.invent.dcu.ie
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VoGo Mobile Vouchers and the VoGo Marketing Platform
6 ~ Finance
Costs over lifetime
Funding
VOGO will apply for the Enterprise Ireland business start up grant. Our figures are
calculated without this grant and so are pessimistic figures. VOGO would be hopeful to
secure this assistance from Enterprise Ireland. Also the four directors will invest
€12,500 of their own savings in the project. Our figures assume that we have gotten
grant from Enterprise Ireland.
Staff Costs
The four directors will be paid €27,000 per annum before tax.
Legal Fees
VOGO intend to use the legal advice services available in the Invent centre in DCU.
However, when we start drawing up contracts with shops we will need legal advice and
help. We estimate that legal costs in the first year would be quite high as we need legal
advice for start-up issues and also the majority of contracts will hopefully be
negotiated in the first year. We estimate legal costs in Year 1 to €15,000 and €3,000 in
€3,000 in Year 2 and Year 3.
Phone Bills
The four directors will each have a company phone with a €50 phone package.
Promotion Costs
The promotion and advertising of the m-Vouchers and m-Marketing will mainly be
directed towards the stores with the intention of them adopting the technology and
providing our vouchers. The voucher market in general is rather seasonal obviously
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VoGo Mobile Vouchers and the VoGo Marketing Platform
with the Christmas period being the busiest time of the year. However voucher sales
are constant through out the year and this is the approach that VoGo intends to adopt.
The promotion costs in year 1 will be focused on the launch in January, consistent
promotion throughout the year and heavier focus in December. The promotion costs
in year 2 and 3 will be half of year 1 but with heavier focus in the 2nd half of the year
and the Christmas season.
Technology Costs/Equipment Costs
.ie €50 Per Year
Domain name
.com €15 Per Year
PHP/MYSQL package
Send mail functionality
Hosting
High Bandwidth
99.99% reliability - €100 per year
www.affordablehosts.com
10000 SMS Messages - €400
Clickatell
Account Set-up - Free
Validation and Transaction Software -
Credit card transactions
€300 www.paymentonline.com
Costs per year:
Two domain names .ie
€100
Two domain names .com
€30
Hosting
€100
Credit Card Transactions
€300
Total:
€530
Clickatell costs: Includes cost of sending messages and messages to cover mmarketing campaigns
Year 1
€1,600
Year 2
€3,600
Year 3
€5,200
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Office Space
In Year 1, we hope to rent from the Invent Virtual Incubation Service in DCU. This
allows VOGO access to all of the Invent facilities and use of an address for €1,000 per
annum. In Year 2 and Year 3, we hope to rent an office space for €400 per month
(prices for office space taken from www.daft.ie).
Insurance
Insurance costs are estimated to be €1,200 per annum.
Total Voucher Sales/M-voucher service charge
Our target market occupies 46% of the population. We approximate our market to be
potential 2million users. The Post Office’s Gift Voucher Shop Online say that the
average spend on a voucher is €78, therefore we assume each voucher bought is €78
for the purpose of our calculations. In Year 1, VOGO will get 1% of the target
population on our system buying an average €78 voucher, a growth of 3% in Year 2
and a further 3% in Year 3. VOGO will take 2% of each voucher as commission and
charge an average €1 service charge per voucher.
Annual Subscription
In Year 1 we hope to get the large department stores on to our system. We would hope
to have 6 large department stores signed up by the end of Year 1. In Year 2, smaller
shops will follow the lead of the department stores when they see that the system
works and therefore the risks are lessened for them. By the end of Year 2 we would
hope to have 20 stores on our system. Year 3 would see further increase to 40 stores.
We would charge each store a subscription fee to be part of our service. This fee would
include an installation/annual service/maintenance fee; include training material and
also a course of training for one store member. This subscription fee would be €2,000
for the first year and €500 every year after.
Year 1: €12,000
Year 2: €31,000
Year 3: €50,000
M-voucher service charge
Each text costs VOGO 4c to send. In year 1 VOGO will be building up our user base
and in Year 2 VOGO will commence m-marketing messages for stores. Vogo will
charge stores 7.5c per m-marketing text. From our survey we estimate that approx
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VoGo Mobile Vouchers and the VoGo Marketing Platform
54% of people will opt-in (people who ticked ‘yes, definitely’ and ‘probably’). VOGO
predict that stores will have 4 m-marketing campaigns.
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Cashflow Analysis
Cashflow analysis – 2006 – 2009 – 3 year plan
The following are balance sheets displaying and calculating the costs to be entailed
over the first 3 years by the VoGo group and the incoming revenue. These figures are
the best estimates available to the VoGo group at this time.
Profit and Loss Year 1
Sales
Less Cost of Sales
Gross Profit
VAT @21%
Net Profit
63,200
-135,230
-72,230
-15,126.30
-87,356.30
Profit and Loss Year 1
Sales
Less Cost of Sales
Gross Profit
VAT @21%
Net Profit
189,200
-127,030
62,170
-13,055.7
49,114.3
Profit and Loss Year 1
Sales
Less Cost of Sales
Gross Profit
VAT @21%
Net Profit
524,408
-128,630
395,778
-83,113.38
312,664.62
Cash flow Year 1
Opening Balance
January
February
March
April
May
June
50,000
35,370
28,770
22,170
19,170
12,570
Direct Costs
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Staff Costs
9,000
Advertising
1,500
Legal Costs
15,000
Technology/
Equipment costs
Clickatell costs
9,000
9,000
9,000
9,000
9,000
1,000
530
400
400
Expenses
Office Rent
1,000
Phone Bills
200
Insurance
600
Total Debts
28,230
Annual
subscription for
stores
Percentage of
voucher sales
200
200
200
200
200
9,200
9,200
10,600
9,200
9,200
2,600
2,600
2,600
2,600
2,600
6,000
2,600
M-marketing
services
M-voucher
service charge
5,000
Total Sales
13,600
2,600
2,600
7,600
2,600
2,600
Account Balance
-14,630
-6,600
-6,600
-3,000
-6,600
-6,600
5,000
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VoGo Mobile Vouchers and the VoGo Marketing Platform
End of
Jul
Aug
Sept
Oct
Nov
Dec
5,970
8,370
1,770
-4,830
-8830
-15430
50,000
Staff Costs
9,000
9,000
9,000
9,000
9,000
9,000
108,000
Advertising
1,000
Opening
Balance
Year
Direct Costs
2,000
5,500
Legal Costs
15,000
Technology/
Equipment
costs
Clickatell
costs
530
400
400
1,600
Expenses
Office Rent
1,000
Phone Bills
200
Insurance
600
Total Debts
11200
Annual
subscription
for stores
Percentage of
voucher sales
200
200
200
200
200
1,200
9,200
9,200
11600
9,200
9,200
6,000
2,600
2,400
135,230
12,000
2,600
2,600
2,600
2,600
2,600
31,200
M-marketing
services
M-voucher
service charge
5,000
Total Sales
13600
2,600
2,600
7,600
2,600
2,600
63,200
Account
Balance
2,400
-6,600
-6,600
-4,000
-6,600
-6,600
-22,030
5,000
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20,000
VoGo Mobile Vouchers and the VoGo Marketing Platform
Cash flow Year 2
January
April
July
October
End of Year
-22,030
-1,910
7,440
31,790
-22,030
Staff Costs
27,000
27,000
27,000
27,000
108,000
Advertising
500
500
1000
1500
3,500
Legal Costs
3,000
3,000
530
530
Opening
Balance
Direct Costs
Technology/
Equipment
costs
Clickatell costs
900
900
900
900
3,600
Office Rent
1,200
1,200
1,200
1,200
4,800
Phone Bills
600
600
600
600
2,400
Insurance
1,200
Total Debts
34,930
Expenses
Annual
subscription
for stores
1,200
30,200
30,700
15,500
31,200
15,500
127,030
31,000
Percentage of
voucher sales
23,400
23,400
23,400
23,400
93,600
M-marketing
services
1,150
1,150
1,150
1,150
4,600
M-voucher
service charge
15,000
15,000
15,000
15,000
60,000
Total Sales
55,050
39,550
55,050
39,550
189,200
Account
Balance
20,120
9,350
24,350
8,350
40,140
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Cash flow Year 3
January
April
July
October
End of Year
40,140
135,912
236,414
336,416
40,140
Staff Costs
27,000
27,000
27,000
27,000
108,000
Advertising
500
500
1000
1500
3,500
Legal Costs
3,000
3,000
530
530
Opening
Balance
Direct Costs
Technology/
Equipment
costs
Clickatell costs
1,300
1,300
1,300
1,300
5,200
Office Rent
1,200
1,200
1,200
1,200
4,800
Phone Bills
600
600
600
600
2,400
Insurance
1,200
Total Debts
35,330
30,600
31,100
31,600
128,630
12,500
12,500
12,500
12,500
50,000
Percentage of
voucher sales
70,200
70,200
70,200
70,200
280,800
M-marketing
services
3,402
3,402
3,402
3,402
13,608
M-voucher
service charge
45,000
45,000
45,000
45,000
180,000
Total Sales
131,102
131,102
131,102
131,102
524,408
Account
Balance
95,772
100,502
100,002
99,502
435,918
Expenses
Annual
subscription
for stores
1,200
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Appendix
1.1 Nokia N70 Full Specification
68
Nokia N70
68
http://www.vodafone.ie
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VoGo Mobile Vouchers and the VoGo Marketing Platform

Access to full-colour Vodafone live! menu

Send and receive messages with images and text

Supports - view jpg, 3gp, MP3, .ppt, .doc, excel and .pdf
files

Keep entertained with downloadable Java games

WAP-enabled browser for accessing information online

Data compatible - transfer data with your mobile

Triband - 900/1800/1900 MHz

Vibrate alert

GPRS-enabled browser for accessing information online

New

Wireless connectivity with built-in Bluetooth™

Colour Screen

MP3 Player

Enhanced sound with high-quality polyphonic ringtones

Vodafone live! with 3G

Video messaging

External Memory Card

Camera

Video capture, playback, download and streaming

2 mega-pixel digital camera (up to 20 times zoom)

Full track music download support

2 cameras for video calling

Data connectivity via USB Cable

Built-in FM Radio

64MB external memory card included

Large colour display

Slider mechanism for back camera

Weight: 126 grams

Talk time minutes*: 180
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VoGo Mobile Vouchers and the VoGo Marketing Platform
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VoGo Mobile Vouchers and the VoGo Marketing Platform
1.2 IBM IT Architecture Workshop – Work Products
One of group members, Ita Rowsome, attended a two-day workshop run by IBM in
DCU in June. This workshop was run by IT Architects from both IBM Ireland and UK.
The class was split into groups of four and given a case study of a ‘client’ who
required a new IT system, an online shop to sell white goods. The groups worked
through a series of work products (designed by IBM), which brought them from a basic
understanding of the problem to designing a full system for the ‘client’.
In the design phases of this practicum, we used the IBM work products to understand
the brief and aid the group in designing the optimum system for the brief.
The first work product to work through is the Business Environment product [IBM IT
Architecture Workshop] that lets you explore and define how different parts of the
business use the solution. It helps you identify where business boundaries are crossed
and helps you define the processes each entity performs with the enterprise.
The different parts of our business are:
•
Shops/Business Partners – we are calling these our ‘clients’. They give us
permission to sell vouchers for their stores. We allow them design a
personalised information page on our site detailing info about their stores. We
provide them access to all vouchers in existence through their existing
systems, allowing them delete/amend vouchers presented at POS.
•
Customer – User who buys voucher – this actor goes to our site, browses the
site and before purchasing a voucher as a gift must register on site. When
registering the customer is given an opt-out of future marketing. We hope to
use customer info for m-marketing purposes.
•
Recipient – this player receives an m-voucher from the customer as a gift. The
voucher will be a barcode (in the beginning a randomly generated serial
number) that can be redeemed at POS in any of the shops stores. The voucher
can also be topped up to act as a debit card and future development hopes to
turn the customer’s mobile phone into a store debit card.
•
3rd Party Credit Card Clearing – VoGo have decided to outsource our credit card
clearing system, as it is cheaper and more efficient for us. The credit card
number entered on our site needs to be sent securely to an online credit
clearing firm so as to confirm payment on our site.
•
Regulator – as VoGo will be operating in Ireland it will be subject to regulations
in place in both Ireland and the EU. It is important that our data storage is
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VoGo Mobile Vouchers and the VoGo Marketing Platform
compliant with the Data Protection Act and that we operate within the outlines
of the E-commerce Regulations.
Shops/Business
Partners
User who buys
voucher
Design their site;
view vouchers in
existence
Browse, Buy, Order
History
The Enterprise
Handles payment
for vouchers
Define
regulations
check
Receive voucher, online
account
Recipient of
voucher
Figure 1: Business Context Diagram for VoGo m-voucher system
Regulator
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3rd Party Credit Card
Clearing
VoGo Mobile Vouchers and the VoGo Marketing Platform
The second work product designs a System Context diagram for the system [IBM IT
Architecture Workshop] – this work product shows the data flow in a system and which
information the external parties have access to. It shows the interfaces between the
external parties.
Databases
Request for data over TCP/IP
Info sent over HTTP presented in HTML format
Response over TCP/IP
External Entities
Business Partners (Stores)
Credit Card
Changes sent over HTTP/HTTPS
E-commerce
Application
HTTP
requests
HTML
pages
Browser Based Internet Client
delivered
over HTTP
Customised
requests for
content
made over
wireless
protocols
Figure 2: System Context Diagram for VoGo m-voucher system
- 101 -
XML – customised
presentation for wireless
devices
Pervasive Computing
Devices
VoGo Mobile Vouchers and the VoGo Marketing Platform
Flow of Information – this is also an important and much needed part of the System
Context Overview as it defines further parameters of the Figure 2, namely the access
times and also the input and output of information.
Flow
PvC/Browser
Internet
Based
Client
to
Input/Output
Input: Username, Password,
Access Times
24 hours a day, 7
Account Info, Credit Card
days a week
Output:
24 hours a day, 7
eCommerce
application
ECommerce
Application
enrolment,
to
confirmation of payment, m-
Based
voucher sent confirmation,
Internet Client
External
Entities
account info
Input: additional info about
Store opening hours,
(stores)
recipients,
if
PvC/Browser
to
eCommerce
voucher,
application
options
ECommerce
Output:
application
to
changes
to
m-marketing
days a week
operating
with
stores online shop –
24 hours a day, 7
funds
transfer,
voucher info, m-marketing
external entities
days a week
Store opening hours,
if
operating
with
stores online shop –
24 hours a day, 7
ECommerce
Application
Database
Databases
eCommerce
Input:
to
Web
to
account
changes,
transactions, history
Output:
Account
transaction history
days a week
24 hours a day, 7
days a week
Info,
24 hours a day, 7
days a week
Application
Figure 3: Flow of Information for the VoGo m-voucher system
The third product used was the Use Case work product [IBM IT Architecture Workshop].
This step involves describing how each process in the system is carried out step-bystep. It allowed the group anticipate problems that may arise in each process and also
program validations and security features into each process. The Use Cases have been
included in the main body of text in the Technology/Operations Section. (see page ??)
The fourth work product is the Architecture Overview Product [IBM IT Architecture
Workshop]. The Architecture Overview Model got the group thinking about the
hardware components the VoGo system would need, it also includes which
components need to be connected together for information flow.
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VoGo Mobile Vouchers and the VoGo Marketing Platform
WEB SERVER
COMPUTER
Data
ADMINISTRATOR
WEB
DATABASE
Server
USER
SALES
ASSISTANT
COMPUTER
FIREWALL
STORE SYSTEM
Figure 4: Architecture Overview (drawn using Microsoft Visio)
These four work products were very beneficial in the early stages of the practicum as it
helped the group approach the system design in a logical and organised manner. It
helped the group identify all external entities involved in our system, their needs, the
flow of information between these entities and finally the technical components VoGo
would require to be realised.
[Note: All work products are copyright of IBM Global Services 2001]
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VoGo Mobile Vouchers and the VoGo Marketing Platform
1.3 Market Research
La Senza – Dundrum Shopping Centre
How does your current voucher system work?
a. Do you use paper or plastic?
b. Do you use a barcode or voucher number?
c. How do you track you vouchers?
Paper
Is your voucher system or any aspects of your system outsourced or produced by a
third-party?
No
Are there costs involved in producing such a voucher system? Where are the costs
incurred? E.g. Printing, administration etc.
There are costs, printing etc – (not sure of the exact figures)
How do you make money with your voucher system?
Not answered
Do you promote your vouchers? If so how?
Yes on graphics around the store and in our windows
What are the benefit/problems associated with your current voucher system?
Having to give back change in gift voucher form. Some customers want money back
We are developing VoGo an online voucher portal that delivers the voucher to your
mobile phone eliminating the need for people to purchase vouchers from a physical
store.
Each retailer will have an online account where they can view outstanding
vouchers, voucher status, track buying behaviour.
The voucher on the mobile phone will be in the form of a barcode with a
corresponding serial number and can be scanned by conventional point of sale
scanners. The customer can resend lost or deleted vouchers by logging into their
online account.
Retailers can benefit from the m-marketing capabilities of our online portal and can
send timed and targeted marketing campaigns to the mobile phones if regular
customers and to those possessing outstanding vouchers.
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Would you be interested In using such a system?
It would be a great idea but our store is one of thousands between Scandinavia,
America, The Mediterranean, England and all Ireland.
Head Office would have to
change all stores systems would be impossible!
Would you be willing to pay a small percentage of each transaction to have this service
managed by us?
Not answered
Would you be interested in the target marketing and promotional benefits of this
system?
Not answered
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VoGo Mobile Vouchers and the VoGo Marketing Platform
1.4 Consumer Survey
VoGo Online Survey –
69
1. VoGo survery
1. Do you buy Gift Vouchers or Tokens or Gift Cards or Bonus Bonds to give as
gifts? or Have you ever been given Gift Vouchers or Tokens or Gift Cards or
Bonus Bonds as a gift?
Yes
No
Response
Average
Given
80% (49)
20% (12)
1.20
Received
97% (59)
3% (2)
1.03
Total Respondents
62
2. Do you like to get Gift Vouchers or Tokens or Gift Cards or Bonus Bonds as
gifts?
Response Response
Percent
Total
Yes
Sometimes
No
41.9%
26
51.6%
32
6.5%
4
Total Respondents
62
3. Gift cards are the more modern approach to vouchers and offer more flexible
options and advantages to customers. Which of the features are most
important?
Respo
Response
nse
Percent
Total
Top-up
Do not have to spend all at once
No Expiry Date
More portable eg fits in Wallet easily
22.6%
14
54.8%
34
66.1%
41
43.5%
27
Can you suggest any other features which might
be of more use that are not present on current 14.5%
voucher systems?
69
9
Total Respondents
62
(skipped this question)
0
http://www.surveymonkey.com
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VoGo Mobile Vouchers and the VoGo Marketing Platform
4. Do you think it would be beneficial to incorporate vouchers into Mobile Phone
messaging and using SMS/MMS as a way of distributing vouchers and mobile
phones as a means to receive them?
Scale
Strongly
Agree
Agree
Maybe
Disagree
Strongly
Disagree
Response
Average
19% (12)
39% (24)
34% (21)
6% (4)
2% (1)
2.32
Total Respondents
62
(skipped this question)
0
5. Do you ever find yourself in a store buying something or wanting to buy
something knowing you have a gift voucher at home or a gift voucher
somewhere that you have lost?
Scale
Yes
very
often
sometimes/often
the odd not
never
time
usually/rarely
Response
Average
16%
(10)
34% (21)
29%
(18)
2.61
15% (9)
6% (4)
Total Respondents
62
(skipped this question)
0
6. a) Do you think you would redeem vouchers more quickly if they were on your
phone and therefore with you the majority of the time? b) Do you think you
would spend over the value of the voucher?
Yes
Maybe
No
Response
Total
65% (40)
26% (16)
10% (6)
62
b) spend
34% (21)
more
54% (33)
11% (7)
61
a)
redeem
quickly
Total Respondents
62
(skipped this question)
0
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VoGo Mobile Vouchers and the VoGo Marketing Platform
7. If you were to buy VoGo m-Vouchers as gifts for family, friends or people you
know what ages groups would you buy for. tick all that apply
Response
Percent
Response
Total
12-15
29%
18
16-19
58.1%
36
20-24
83.9%
52
25-29
69.4%
43
30-39
51.6%
32
40-49
24.2%
15
50-59
25.8%
16
60-69
6.5%
4
70+
1.6%
1
11.3%
7
Further comments for your choices
8. Would you like/find it beneficial to receive information/notifications by
SMS/MMS regarding items such as the following for example: * Special Offers eg 10% in Store X today only * Sales - Summer Sale starts today, up to 50% *
Events - Roy Keane will be in store today only between 2 and 4 to sign his new
book! * Launches - New xBox going on sale Monday at 12pm be first inline to
be guaranteed to get one
Response
Percent
Response
Total
Yes
51.6%
32
Maybe
24.2%
15
24.2%
15
No
Total Respondents
62
(skipped this question)
0
9. If you could highly tailor the alerts you want and set limits as to the amounts
you receive. Do you think you would sign up for such alerts?
Response
Percent
Response
Total
Yes Definitely
17.7%
11
Probably
37.1%
23
Maybe
22.6%
14
Unlikely
14.5%
9
No Way
8.1%
5
Total Respondents
62
(skipped this question)
0
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VoGo Mobile Vouchers and the VoGo Marketing Platform
10. VoGo vouchers - they can be bought, are delivered immediately, can be
resent easily if lost and monitored all from your computer - What is your
opinion of the concept of mVouchers - vouchers to your mobile? and the
concept of VoGo mVouchers and marketing platform?
Total Respondents
43
- 109 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
1.5 CVs – Educational and Professional Experience
Darran Kavanagh: MSc eCommerce Business
Education
2001-2005: University Of Limerick
Computer Systems
2005-2006: Dublin City University
MSc eCommerce Business
Professional Experience
Ark Life Assurance - Software Developer & Database
Administator
Nalcro - IT
Information Technology
C++, JAVA, ASP, PHP, CGI, COBOL, VB, SQL, VRML, HTML,
JavaScript, XML, XSL, Dreamweaver MX, ADOBE
Photoshop, MS OFFICE.S
Francesca Feeney: BSc Honours Science - Computer
Science, MSc eCommerce Business
Education
2000-2004: University College Dublin
BSc Honours Science – Computer Science
2005-2006: Dublin City University
MSc eCommerce Business
Professional Experience
PFPC International Dublin – Shareholder Services
Institute of Public Administration – Publishing Department
Freelance Web Systems and Design
Information Technology
HTML, MySQL, PHP, Java, VRML, LISP, C++, Dreamweaver
MX, Adobe Photoshop, MS Office, Quark Express
- 110 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
Ita Rowsome: MSc eCommerce Business
Education
2001-2005: University College Dublin
Electronic Engineering
2005-2006: Dublin City University
MSc eCommerce Business
IBM e-Commerce Workshop 2006
Professional Experience
IBM, Mulhuddart - Test Equipment Engineer
Bank of Ireland
Information Technology
C++ and Verilog languages, Matlab and Mathematica
software, HTML, Dreamweaver MX, MS Office.
- 111 -
VoGo Mobile Vouchers and the VoGo Marketing Platform
Loic Hervot: MSc eCommerce Business
Education
2001-2004: Universidad Latina, Costa Rica
System Engineering, Bachelor Degree,
2005-2006: Dublin City University
MSc eCommerce Business
Professional Experience
Computer expert technician, Department of Internal
Technical Support (ITS) BOS.
Web-Dev Manager/ Webmaster (10 Developers),
Department of Websites, BOS
System Analyst, Software Development, Siemens Business
Services,Intel Corporation
System Analyst, Software Development, COMPUCOM, .
Intel Corporation
Information Technology
Networking LAN, VLAN, WAN basics, Web programming,
Web Sites Design, IIS, WebServices, .NET Framework,
Infragistics, SQL Reporting Services, Microsoft Sharepoint
2003, SQL Server, JAVA, C#, C++, 3DStudio, Pascal,
Cobol, LISP, Prolog, JSP, Visual Basic 6.0, Macromedia
Studio MX package, Oracle PL SQL +,Microsoft Access,
vb.NET, Basic UNIX, Adobe Photoshop 7.0, Adobe
ImageReady 9.0, Adobe Illustrator 10.0
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VoGo Mobile Vouchers and the VoGo Marketing Platform
1.6 Research Salary Scales
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VoGo Mobile Vouchers and the VoGo Marketing Platform
1.7 Barcode Technology
The concept behind the project is to send a barcode and serial number to a mobile
which represents an m-Voucher. Whilst researching the project it was clear that the
MMS, barcode idea would have been outside the VoGo group knowledge at present
and outside the scope of the project and that it would be more feasible to approach
the idea through sending an SMS.
Familiarity is the reason why the barcode concept is feasible as a means of
transmitting the voucher information.
As with swiping a Gift card the process of
scanning a barcode is something that is all too familiar to modern shoppers and it is
unusual to come across items that do not possess a barcode as a pricing medium.
In the worldwide retail industry EAN 13 are the most commonly used barcodes, but
there are many other types. The EAN barcode provides information in the combination
of numbers, such as manufacturer, cost. For example the coupon data structure is as
follows:
The coupon data structure for the euro area is as follows :
• Coupons up to 99,9 euro
• Coupons up to 9,99 euro
http://www.gs1belu.org/ean-numbers-barcodes/coupondatastruct_main.htm
For the purposes of the m-Voucher product in this project we are using a randomly
generated serial number. If an MMS module is implemented then the serial number
can be mapped to a suitable barcode and sent as an MMS instead.
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Table of Figures
Figure 1: Diagrammatical explanation of the concept........................................................9
Figure 2: Osaifu - Keitai.................................................................................................................18
Figure 3: RFID/Keitai Vending Machine..................................................................................19
Figure 4: Osaifu - Keitai.................................................................................................................19
Figure 5: The Concept of Finger Whisper...............................................................................21
Figure 6: The Concept of Mime Speech Recognition.........................................................22
Figure 7: Elements of external environment .......................................................................29
Figure 8: Porters 5 Forces.............................................................................................................30
Figure 9: European Mobile Phone Pentration.......................................................................32
Figure 10: Business Spending On mCommerce Equipment and Integration:........36
Figure 11: OECD Broadband Subscribers Dec 05...............................................................37
Figure 12: Crossing the Chasm to New Product Adoption.............................................39
Figure 13: Mobile Trends Enabling Technology..................................................................41
No Expiry Date....................................................................................................................................42
Figure 14: Most Beneficial Features of Gift Cards..............................................................43
Figure 15: Age-Groups Respondents would Purchase m-Vouchers for.................44
Figure 16: Respondents that would expect to find the proposed m-Marketing
Beneficial...............................................................................................................................................44
Figure 17: Age-Groups Respondents would Purchase m-Vouchers For................46
Figure 18: Age-Groups with Mobile Phones.........................................................................46
Figure 19: The Parallel Portals....................................................................................................53
Figure 20: Clickatell SMS Gateway.............................................................................................56
Figure 21: The VoGo m-Voucher System...............................................................................61
Figure 22a: Use Case: Registering to the Website..............................................................64
Figure 22b: Web View: Registering to the Website............................................................65
Figure 23: Incorrect Information Pop-up...............................................................................65
Figure 24a: Use Case: Login into the Page.............................................................................66
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Figure 24b: Web View: Login into the Page...........................................................................66
Figure 25b: Web View: Send m-Vouchers..............................................................................68
Figure 25c: Web View: Send m-Vouchers - Payments.....................................................69
Figure 26: Receipt and Confirmation of Purchase.............................................................70
Figure 27a: Use Case: Top-up System.....................................................................................71
Figure 27b: Web View: Top-up System...................................................................................72
Figure 28a: Use Case: Log into the Store Portal Page.......................................................73
Figure 28b: Web View: Log into the Store Portal Page.....................................................73
Figure 29a: Use Case: Using the VoGo m-Vouchers.........................................................74
Figure 29b: Web View: Using the VoGo m-Vouchers........................................................75
Figure 30a: Use Case: Re-Sending Vouchers........................................................................76
Figure 30b: Web View: Re-Sending Vouchers......................................................................76
Figure 31a: Web View: Add New Customer............................................................................77
Figure 31b: Use Case: Add New Customer............................................................................78
Figure 32a: Use Case: Sending m-Marketing Campaigns...............................................79
Figure 32b: Web View: Sending m-Marketing Campaigns.............................................80
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VoGo Mobile Vouchers and the VoGo Marketing Platform
References
Publications
Blythe, J 2003, Marketing Strategy, McGraw Hill, London
Drummond, G & Ensor, J 2002, Strategic Marketing planning and Control, Student 2nd
Edition. Butterworth Heinimann in association with The Chartered Institute of
Marketing
Mennecke, B & Strader, T (ed.) 2003 Mobile commerce : technology, theory, and
applications, Hershey,Pa : Idea Group Pub
Articles
Agence Francaise de Securite Sanitaire Environnementale 2005 Retrieved July 18th,
2006 from
http://www.who.int/pehf/project/mapnatreps/afsse_opinion_mobile_telephony .pdf
ComReg Trends Survey Q1 2006, Survey Results, June 2006, Prepared by Amárach
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from http://www.comreg.ie
Daly, G 2005, Funding the Next Big Thing, The Sunday Business Post Online Retrieved
July 27th, 2006 from http://www.post.ie
Economy of the Republic of Ireland Retrieved July 18th, 2006 from
http://en.wikipedia.org/wiki/Economy_of_the_Republic_of_Ireland
Electronic Gift Card Trends and Analysis Retrieved July 13th, 2006, from
www.opticard.co.uk/pdf/Trends_UK_Mar_Final.pdf
FEXCO Launches Electronic Gift and Spending Card Solutions 2005, Retrieved July 27th,
2006 from http://www.fexco.com/viewnews.php?id=94
FEXCO Launches Electronic Gift and Spending Card Solutions 2005, Retrieved July 27th,
2006 from http://www.fexco.com/viewnews.php?id=94
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VoGo Mobile Vouchers and the VoGo Marketing Platform
Fox, D 2001 Home Monitor on a Cell Phone Retrieved July 29th, 2006 from
http://www.oreillynet.com/pub/a/wireless/2001/07/23/monitor.html
Irish Communications Market – Quarterly Key Data Report – December 2005,
Document No: 05/92R, Date: 28th March 2006, Commission for Communications
Regulation Retrieved July 27th, 2006 from http://www.comreg.ie
Japanese Mobile phone Culture Retrieved July 28th, 2006 , from
http://en.wikipedia.org/wiki/Japanese_mobile_phone_culture
Johnson, T 2006, In Japan, Mobile Phones Replacing Wallets, Keys, Credit Cards
Retrieved July 29th, 2006 from
http://www.govtech.net/digitalcommunities/story.php?id=99325
Kinsley, P 2005 ‘Subtlety is the Key to unlocking brand power’ Irish Times
Preparing for the mCommerce Revolution – Mobile Payments 2002, Retrieved July 29th,
2006 from http://www.epaynews.com/downloads/mpayment_paper.pdf
Robertson, J 2005, ‘BUYER'S GUIDE: Motivation Vouchers’, Employee Benefits, Dec 7,
2005 p51, Retrieved July 15th, 2006, from Business & Copmany Resource Center
Roke Manor Research Building a Vision of Retail Technology in the 21st Century
Retrieved July 29th from http://www.roke.co.uk/download/brochures/Retail_
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http://www.epaynews.com/statistics/mcommstats.html
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Additional Reading
Clark, M 2002, Dublin pubs serve up SMS drink vouchers Retrieved July 13th, 2006
from http://www.ElectricNews.net
Daly, G 2005, Funding the Next Big Thing, The Sunday Business Post Online,
http://www.post.ie
Friedman, A British Chains’ Web Methods click to boost guest loyalty – Europe Report
Retrieved July 13th, 2006 from www.looksmart.com
Horne, D & Cradock T, European Guide To Gift & Stored Value Cards, A unique
definitive survey of the state of gift cards across the UK and mainland Europe
Industry Best Practice For Bar Coding And Issue Numbering Of Magazines, Partworks &
Collectibles And Promotional Vouchers Produced (2005), Periodical Publishers
Association and Association of Newspaper and Magazine Wholesalers Retrieved July
31st, 2006 from http://www.anmw.co.uk/barcodes.pdf
Is it time to shoot the messenger? Comms & Mobile, 2005 Retrieved July 13th, 2006
from http://www.siliconrepublic.com/news/news.nv?storyid=single4647
Mclindon, A 2002, Text Message campaign aims at charity, Retrieved July 13th, 2006
from http://www.electricnews.net
O’Brien, C 2006, Digital Marketing Retrieved July 13th, 2006 from
http://www.electricnews.net
The Gift Network, Gifting Insights and Future Trends, Retrieved July 28th, 2006 from
http://www.giftex.co.uk
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VoGo Mobile Vouchers and the VoGo Marketing Platform
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