Keywords: e-commerce; Mobile e-commerce; Positioning mode
Abstract: With the development of wireless communication, mobile commerce came into being. Mobile commerce has become a new direction of e-commerce development because of its quickness and convenience. Wireless communication provides support for location-based service, which is the characteristic service of mobile commerce, and also challenges the traditional business model. Therefore, this paper first analyzes the mobile commerce technology, and then describes the industrial chain oriented to personalization and location services. Finally, this paper puts forward a new mode of mobile commerce in location based service.
Keywords: e-commerce; Mobile commerce; Location-based service
With the development of information technology, especially the application of internet technology, e-commerce is a brand-new commercial means, which fundamentally changes the transaction mode and circulation technology in people's traditional business activities and has a far-reaching impact on social and economic development and business activities. With the rapid progress of information technology and communication technology, it promotes the evolution of e-commerce and challenges the organizational change of enterprises. With the development of wireless communication technology, mobile commerce came into being. Mobile e-commerce refers to e-commerce that combines mobile communication devices such as mobile phones, pagers, palmtop computers and notebook computers with wireless Internet access technology to realize commercial transactions. With the rapid growth of mobile terminal equipment and the increasing demand for information acquisition, no one can underestimate the huge market prospect of mobile e-commerce. Mobile e-commerce is becoming a new fashionable business model of the world economy, and numerous application innovations and value-added services will also bring unlimited business opportunities to enterprises.
1 technical basis of mobile e-commerce development
Mobile e-commerce transcends the limitation of time and space, and only uses a mobile phone or other wireless terminal, so that people can obtain data services, including voice, numbers, words, pictures and images, through mobile communication devices, and conduct e-commerce on the move. The development of mobile e-commerce mainly depends on the unprecedented development of mobile communication technology. The wireless Internet technology connected with mobile communication tools and the wireless Internet service provided by Internet service providers are already available, and the communication ability is getting cheaper and cheaper, and it is easier to obtain higher and higher bandwidth, which will be popularized in recent years.
1. 1 wireless communication protocol standard WAP
Just as TCP/IP is the protocol standard for information interconnection and communication on the Internet, WAP (Wireless Application Protocol) technology is the main global standard for mobile terminals to access wireless information services, and it is also the technical basis for realizing mobile data and value-added services. WAP protocol defines the standard way for mobile communication terminals to connect to the Internet, and provides a unified and open technical platform, so that mobile devices can conveniently access the Internet and Internet information expressed in a unified content format. It is a unified standard widely adopted by most mobile communication terminal and equipment manufacturers as well as some wireless communication service providers and infrastructure providers.
1.2 General Packet Radio Service (GPRS)
GPRS breaks through the mindset that GSM network can only provide circuit switching, and introduces packet switching mode into GSM network. It only realizes packet switching by adding corresponding functional entities and partially reforming the existing base station system, thus improving resource utilization. GPRS can quickly establish a connection, which is suitable for frequent transmission of small data traffic or infrequent transmission of large data traffic.
1.3 mobile IP technology
Mobile IP realizes seamless roaming of mobile computers in the Internet by changing the IP protocol of the network layer. Mobile IP technology enables a node to switch from one link to another without changing its address or interrupting the ongoing communication. Mobile IP technology can support the application of mobile e-commerce to a certain extent.
1.4 Bluetooth technology
Bluetooth is a short-range wireless connection standard jointly launched by Ericsson, IBM, Nokia, Intel and Toshiba. It aims to replace wired connection and realize wireless interconnection between digital devices, thus ensuring convenient communication between most ordinary computers and communication devices. As a low-cost, low-power and small-scale wireless communication technology, Bluetooth enables computer devices such as mobile phones, personal computers, personal digital assistants (PDA), portable computers and printers to communicate in short distance without cables.
1.5 the third generation mobile communication system
The third generation mobile communication (3G) includes a set of broadband voice, data and multimedia communication standards supporting wireless networks. IMT-2000, as a 3G standard introduced by ITU, provides at least five multiple access modes: CDMA2000, wCMA, wCDMA time division duplex version, 136HS (based on the recommendation of IIWCC) and digital enhanced cordless telephone (DECT). OGSM mapping is supported by Standard Set, and it is -465433. That is to say, it is necessary to allow interconnection with IS-4 1 under the premise of WCDMA specification, and provide an interface for GSMMAP through CDMA 2000.
1.6 wireless broadband technology based on Wi-Fi and WiMAX
Wi-Fi is the abbreviation of wireless fidelity, and its core WLAN(Wi-Fi only refers to 802. 1 1b, WLAN can adopt 802. 1 1b and 802.1b+).
As long as a cheap Wi-Fi base station (chip plus transceiver) is connected with high-speed Internet access devices such as DSL, optical cable modem or T 1 line, and the base station is placed within a distance of two or three hundred feet from users, all users in this range can enjoy this low-cost and high-speed Internet access through personal computers or PDA*** equipped with cheap Wi-Fi devices, without having to pay higher fees for dedicated DSL or optical cable modems respectively. In addition, Wi-Fi can easily extend the context of Internet interconnection to any community at a low price, and remit the information flow to all endpoints of the high-speed optical fiber backbone network. According to the analysis report of American Visiongain Company, so far, more than 400 cities around the world (half of which are in the United States) have started or are building wireless broadband metropolitan area networks to meet the needs of public access, public safety and public services. The construction of wireless broadband metropolitan area network can build a harmonious interactive environment between enterprises, schools, libraries, hospitals, citizens, foreign tourists and tourists and government agencies, provide convenient, fast, affordable, rich and personalized public services, and provide new business opportunities for urban economic development.
2 Mobile e-commerce industry chain
Although the mobile e-commerce centered on personalized demand and positioning can theoretically overcome the problems of distribution, payment and credit, it can only be realized with the cooperation of communication technology and facilities and the whole industrial chain. The industrial chain of mobile e-commerce includes terminal equipment manufacturers, system platform providers, technology platform providers, network operators, wireless Internet service providers, application software developers, system integrators and end users.
For individual users, surfing the Internet by mobile phone can avoid the bondage of computer surfing, and can obtain the required information anytime and anywhere, so as to satisfy the individual's free choice of information and other aspects. The mobility and personalization of wireless devices, combined with the advantages of the Internet in information dissemination, commercial applications and massive information, will have a great impact on all aspects of personal economic life.
For enterprise users, the technical platform, terminal equipment and network facilities required for enterprise mobile e-commerce applications are basically available. The challenge faced by application software developers is to choose the appropriate technology platform and connection mode according to the different needs of enterprises and develop corresponding mobile application solutions. Wireless transaction can greatly reduce the transaction cost, break through the limitation of time and space, and strengthen the applicability of transaction; You can also face customers directly, understand customer information and market information, and improve service quality. Through the mobile e-commerce platform, enterprises can fully realize the management process and workflow of enterprises, speed up the collection and processing of information, greatly shorten the product development and production cycle, improve production efficiency and open up more new business opportunities.
3 location based service's new model of mobile commerce
3. 1 Characteristics of mobile e-commerce
With the advantages of mobile communication, mobile e-commerce has different characteristics from traditional e-commerce, which are embodied in the following aspects:
(1) is not limited by location. In mobile e-commerce, no matter where users are, as long as they are within the coverage of mobile networks, they can receive services.
(2) flexibility. Users can use it when traveling and meeting people without sitting in front of the computer.
(3) universality. Mobile communication strengthens the essence of e-commerce by providing e-commerce services anytime and anywhere. Users can connect to the network for business activities anytime and anywhere through handheld devices. When there is an emergency, mobile e-commerce can also notify users at any time, which can solve the problem of real-time information transmission.
(4) Individualization. The mobile terminal equipment is the personal belongings of the user, and the user can completely personalize the configuration.
3.2 location based service's new mode of mobile commerce
One of the main application fields of mobile e-commerce is location-based service. Ubiquitous and mobile phone positioning technology have laid a technical foundation for the establishment of a new business model based on mobile, and the identity information of mobile users has provided a credit basis for business activities. Location-based services are widely used and can be combined with many applications, so that mobile commerce not only has all the functions of ordinary e-commerce, but also provides personalized, mobile and universal service space. Mobile Internet service can provide information value-added services for end users from three aspects: personalization, effectiveness and location, which highlights the value of location information, because local news, weather forecast, hotel reservation, tourism, retail, catering and other services can be added through the above three "value-adders". Location-based services include emergency rescue, vehicle rescue, traffic telematics, automatic charging, ticketing, property tracking, logistics storage and transportation, location-based advertising, location-based charging and so on.
Mobile e-commerce enables businesses and users to conduct business, transactions and services on the move. This dynamic business application is based on location technology. The whole core of mobile e-commerce is not dynamic commerce itself, but location service. In the era of mobile e-commerce, users require instant and on-site service, and service providers must have the ability to respond at the first time and place. Take tourism in mobile services as an example. In order to avoid searching for information temporarily on the Internet, we usually search for weather forecast, travel information and road map on the traditional Internet before departure. However, if we travel by ourselves and are in a strange environment, the temporary needs are not limited to the above items, but also include information inquiry of hotels and restaurants, and even sudden emergency rescue. At this time, the location service of mobile e-commerce is particularly important.
The accurate positioning and real-time reflection of information and services is the key to the success of mobile e-commerce. This requires the establishment of a sound service chain certification and management system, the establishment of relevant legal systems, and the formulation and improvement of various e-commerce laws and regulations.
4 conclusion
Mobile e-commerce has become a new direction of e-commerce development because of its fast, convenient and ubiquitous characteristics. One of the main application fields of mobile e-commerce is location-based service. Through the timely and safe information interaction among users, location, communication and services, the information exchange between users and mobile e-commerce information (services) providers can be promoted, thus promoting the development of mobile e-commerce content and services.
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