Making Real World Media by NFC-based Service Platform
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1) Dr. Kyoung Jun Lee discusses Near Field Communication (NFC) technology and its applications. 2) LoveisTouch Inc. provides an NFC-based service platform that allows real-world objects and spaces to be "mediated" through NFC tags, mobile apps, and cloud services. 3) Examples are provided of how NFC can enable services like content sharing, couponing, check-ins, and more through the integration of physical tags, mobile apps, and cloud management.
Making Real World Media by NFC-based Service Platform
- 1. U-World 2012 Making Real World Media by NFC-based Service Platform Dr. Kyoung Jun Lee Prof. of School of Business, Kyung Hee University, Seoul, Korea Director of BMER.net Founder & CEOof LoveisTouch Inc.
- 2. NFC • Near Field Communications A set of short-range wireless technologies, typically requiring a distance of 4 inch or less. – NFC operates at 13.56 MHz and at rates ranging from 106 kbit/s to 848 kbit/s. LoveisTouch Inc. Global No.1 NFC based Service Platformer
- 3. If you have a NFC phone • Your phone can play role of your credit card. – Card Emulation Mode – “pay by touching a Dongle” • Your phone can read and write other RFID tags. – Reader/Writer mode – “buy movie ticket by touching a NFC tag attached to a movie poster” • Your phone can interact with other NFC devices. – P2P(Peer-to-Peer) Mode – “The current paper business card will disappear in ten years” LoveisTouch Inc. Global No.1 NFC based Service Platformer
- 4. Diffusion of NFC Phones Samsung, NOKIA, LG and RIM announced that their all smart phones will have NFC. Apple’s iPhone 5 is predicted to have NFC. In 2015, 50-80% of all the phones will have NFC. LoveisTouch Inc. Global No.1 NFC based Service Platformer
- 5. NFC: New Future Comes! NFC as the first step to Ubiquitous Society • Web-Based Commerce – Internet made new way of commerce: Amazon, eBay • Web-Based Media – Internet made new way of using Media: Google, Facebook, Twitter • Smart Phone as Product-Service System (PSS) – iPod/iPhone/iPad + iTunes/AppStore – Android • The Next Big Thing is NFC – NFC-Based Commerce – NFC-Based Media LoveisTouch Inc. 5 Global No.1 NFC based Service Platformer
- 6. Definition of NFC-Based Commerce (evolved from Definition of U-Commerce (Lee 2005)) Defined as the commercial interaction – among providers, consumers, products, and services, – enabled and supported especially by • Seamless communication of each entity's (digital) information • Using NFC technology. LoveisTouch Inc. 6 Global No.1 NFC based Service Platformer
- 7. NFC-Based Commerce Business Models • U-Referral Marketing (Lee & Lee 2006) • U-Comparison Shopping (Lee & Suh 2006) • U-Payment & U-Receipt (Lee, Ju & Jeong 2006) • U-Recommendation (Kim, Lee & Kim 2006) • Tag Match Advertising(Lee, Lee, Jun 2007) • Home Order by RFID(Lee, Kim, Oh 2008) • U-Insurance(Lee & Oh 2008) LoveisTouch Inc. 7 Global No.1 NFC based Service Platformer
- 8. Three Core NFC-Based Commerce Models UbiComp 2008 Demo A Referrer Referral Marketing Product itself will become sales platform ! Referrer’s product - A potential customer scans the NFC tag of a prior purchaser’s product with a NFC phone - If the potential customer buys products, the prior purchaser gets a referral fee Comparison Shopping Tag-Match Advertising Touch & feel the product real world, and The AdSense in Ubiquitous Era ! buy it online ! - A consumer views the products in offline store, Tag-Match Advertising exposes proper ads and then, receive information about online retailers to users through ‘Tag Match’, a new - When consumer buys product online through process based on the information on users offline seller, offline sellers can receive incentives and the information and contents about from other retailers tags On-line Sellers Advertisers LoveisTouch Inc. Global No.1 NFC based Service Platformer
- 9. Tag Match Advertising(Lee et al. 2007) Lap Top A1-4524 1. Basic Information 2. After Service Request 3. Price Comparison Related Products 1. Best Lap Top Briefcases 30 for Young Men” 2. Accessories 3. Similar Lap Tops
- 10. Tradeoff between Privacy and Seamlessness in Commercial Transaction (Lee 2005) LoveisTouch Inc. 10 Global No.1 NFC based Service Platformer
- 11. The Reduced Privacy (if any) should be compensated by a Benefit or Incentive (Lee 2005) Privacy Benefit/Incentive Seamlessness
- 12. Definition of U-Media (Lee 2006) • The media in ubiquitous environment not only takes advantage of human biological systems, but also the digital systems of human beings while conventional media appeals only to people’s bio-systems. • U-Media is defined as a media where human creates and consumes content through not only human cognitive and perceptual processes but also through the interactions between surrounding digital systems • c.f. Marshall McLuhan – Media are extensions of our senses into the public domain – A medium is a technological or artificial extension of a bodily faculty. LoveisTouch Inc. 12 Global No.1 NFC based Service Platformer
- 13. Examples of U-Media • NFC-Embedded Display (Lee & Yoon 2007): e.g. Taxi Cab • NFC-enabled Exhibition (Lee & Jun 2007): – NFC/ZigBee-Based(Lee & Jun 2009) • NFC-Embedded Billboard (Lee & Lee 2007) • NFC-Embedded Book (Lee & Park 2007) – Open Business Model for Augmented Book Integrated with Mobile Phone (Park, Lee, & Casalegno 2010) • U-Camera & U-Photo (Lee & Ju 2007): The camera that takes photographs of digital links as well as real world image LoveisTouch Inc. 13 Global No.1 NFC based Service Platformer
- 14. Exhibition Using NFC (Lee & Jun 2007) Docent Audio Guide IrDA NFC Time- Inaccuracy of Burden of Tag Ease of Use Input Burden Constrained Recognition Touch Store of Information No No Manual Store Automatic Store Possible within Possible to link Extension of Information Q & A Possible No the Database external Web Commerce Integration No No No Possible CRM No No Weak Strong LoveisTouch Inc. 14 Global No.1 NFC based Service Platformer
- 15. The 1st Fine Art Exhibition Using NFC in Korea, powered by LoveisTouch At Seoul, Korea, Nov.2nd. 2011 Smart Service: Service Statistics LoveisTouch Inc. “Like”, Comment, Commerce Global No.1 NFC based Service Platformer
- 16. Utility Tag Service Example 2): NFC Gallery Tag Service Sharing and Diffusion Lifeloging through SNS X X LoveisTouch Inc. 16 Global No.1 NFC based Service Platformer
- 17. Creation of Tags: Tag URL, Webpage, & redirect (1) LoveisTouch Inc. 17 Global No.1 NFC based Service Platformer
- 18. Creation of Tags: Tag URL, Webpage, & redirect (2) LoveisTouch Inc. 18 Global No.1 NFC based Service Platformer
- 19. Tag Usage Statistics 일일/주간/월간/요일별/시간별/OS별 터치 수 LoveisTouch Inc. 19 Global No.1 NFC based Service Platformer
- 20. Commerce-Media Integrated Space (Lee 2007) Commerce- embedded Media Commerce Media Media-embedded Media-embedded Media-embedded People Product Place LoveisTouch Inc. 20 Global No.1 NFC based Service Platformer
- 21. Media Embedded Place & Product Media Embedded Place Media Embedded Product – Ad Hoc Peer-to-Peer – U-Referral Recommendation in U- Marketing(2005, 2006) Environment(2006) – U-Comparison – Tag-Table(2007) Shopping(2005, 2006) – RFID-Based Attendance Management(2007) – Tag Match – U-Community(2007) Advertising(2007) – U-Billboard(2007) LoveisTouch Inc. 21 Global No.1 NFC based Service Platformer
- 22. Web as the existing Commerce-Media Integrated Space • The current world wide web shows the commerce-media integrated space by itself. • The notion of the commerce-media integrated service space is coined from observing the commercial evolution of the World-Wide Web (WWW). • WWW has been regarded as a space from its inception. The space is a labeled space that has many links to other information or services. • The success of WWW as a mediated space has resulted from the commercialization of the mediated space. • From the lessons of WWW, it is believed that a pervasive space can be flourished by the commercialization strategy. LoveisTouch Inc. 22 Global No.1 NFC based Service Platformer
- 23. Commerce-Media Integration • A key to profitable business model • WWW as a Commerce-Media Integration – Content Match (Content-Commerce): AdSense – Key word Search (Content-Commerce): AdWords • Place/People/Product become media. – Media-Embedded Place – Media-Embedded People – Media-Embedded Product • Commerce-Embedded Media • Media becomes commerce platform LoveisTouch Inc. Global No.1 NFC based Service Platformer
- 24. Real World itself becomes media(Lee, K.J. 2007) • Marketplace in old times integrated media & commerce • With mass media, media and commerce became isolated. • With interactive media technology. Media and commerce integrated in virtual interface. • With ubiquitous technology, every space becomes commerce-media integrated space. • Disappearing Line Between Journalism and Commerce – “Every space has become ad space”, Steve Hayden, Wired, 2003. LoveisTouch Inc. Global No.1 NFC based Service Platformer
- 25. A View on Ubiquitous Computing (Lee 2007) • When Mark Weiser coined the term ubiquitous computing, there were no mobile phone diffusion and it seems that he did not consider much on the impact of mobile phones to our life. • The revised definition of ubiquitous computing need to admit that the people are not such a natural human being, but a new human being with a digital device with her or his hands – mobile devices(phones). • If we assume this changed situation evolved from the age of defining originally ubiquitous computing, we can envision that the future space will have ubiquitous links than computers. The space with ubiquitous links is more lightweight system than traditional ubiquitous computing system. LoveisTouch Inc. 25 Global No.1 NFC based Service Platformer
- 26. A new term: Mediarization • Making something media • Transforming something into media • Embedding media function into something • Becoming a sort of media LoveisTouch Inc. Global No.1 NFC based Service Platformer
- 27. Mediarization of Real World LoveisTouch Inc. Global No.1 NFC based Service Platformer
- 28. LoveisTouch Mission: Smart Service Innovation by Making Real World Media. Provides a platform for mediarization of real space thus helps various economic entities efficiently create customer value and share profit. LoveisTouch Inc. Global No.1 NFC based Service Platformer
- 29. NFC-based Mediarization Tools Service Design Methodology Visual design & economic validation Utility Tag Service Management Platform Service composition, Touch log statistics etc. Mobile Lifelog App: “1cm” • Profile share: "1cm buddy“, SMS, multi- profiles • Tag Reading, Time Line, and Bookmarking • Evolve to physical contact-based SNS LoveisTouch Inc. Global No.1 NFC based Service Platformer
- 30. Utility Tag Service Platform: Tag + App + Cloud Tag App Cloud + + Utility Tag Services for § WIFI Setting § Check-in & Coupon § Like & Comments NFC Lifelog App “1cm” Manage your tags § Fun & Serendipity on the Web : : LoveisTouch Inc. 30 Global No.1 NFC based Service Platformer
- 31. Customer Service through Tag-App-Cloud Collaboration • A physical tag connected with a (semi-open) mobile app and (semi-open) tag management cloud can provide a series of virtual utility services like: – WiFi(SSID & passwd) Setting using the information in the cloud – SNS-based 'like' and comments – Attendance checking – Couponing – Serviceperson Call – Social dating (e.g. girls near you) – Tag match advertising – CRM Services • NFC services will be flourished by (semi-)open platform service provider LoveisTouch Inc. Global No.1 NFC based Service Platformer
- 32. Flag Tags LoveisTouch Inc. Global No.1 NFC based Service Platformer
- 33. Various Utility Tags Wi-Fi Setting Content Composition WIFI Contents Check-in SNS Check-in SNS Artistic Work URL Redirection Gallery URL LoveisTouch Inc. 33 Global No.1 NFC based Service Platformer
- 34. Utility Tag Service Example: WIFI Setting If a person touches a tag with her his smartphone, then the phone can set the wifi signal automatically, which is designated in the tag cloud. 1초! LoveisTouch Inc. 34 Global No.1 NFC based Service Platformer
- 35. Mobile Lifelog App: “1cm” You can download the “1cm” application from the Android Market! (Enter “1cm” or “loveistouch” in the search box.) LoveisTouch Inc. Global No.1 NFC based Service Platformer
- 36. Do you have lots of business cards? Share your profile more easily, quickly and immediately with “1cm” application. Easy to share Hard to find Easy to find Hard to store 1cm Easy to store Hard to modify Easy to modify LoveisTouch Inc. … Global No.1 NFC based Service Platformer Easy
- 37. Tag Management Cloud LoveisTouch Inc. Global No.1 NFC based Service Platformer
- 38. Tag Management Cloud helps you, • 1. Simply register tags • 2. LoveisTouch Inc. Global No.1 NFC based Service Platformer
- 39. Tag Management Cloud helps you, • 2. Easily manage your tags LoveisTouch Inc. Global No.1 NFC based Service Platformer
- 40. Tag Management Cloud helps you, • 3. Check tag usage statistics LoveisTouch Inc. Global No.1 NFC based Service Platformer
- 41. LoveisTouch Inc. Global No.1 NFC based Service Platformer
- 42. LoveisTouch Inc. Global No.1 NFC based Service Platformer
- 43. LoveisTouch Inc. Global No.1 NFC based Service Platformer
- 44. Real World Mediated by NFC Tags LoveisTouch Inc. Global No.1 NFC based Service Platformer
- 45. Architecture of the Platform Application Layer U-Exhibition U-Shopping U-Guide U-Tour U-Parking … NFC Device Connecting Layer Utility Tag Connecting Utility QR Code Connecting NFC Utility Tag Service Platform Core Database Layer User Info. Application Info. Contents Info. Transaction Info. Tag Service Contents Payment GPS User SNS Management Composition Management Connecting Connecting Authentication Connecting Module Module Module Module Module Module Module LoveisTouch Inc. 45 Global No.1 NFC based Service Platformer
- 46. Touch Me! • Fore More Information: – Visit LoveisTouch.com – Kyoung Jun Lee • Email: leekj007@gmail.com • Facebook.com/leekj007 • +82-70-4006-5299 • +82-10-3775-1952 LoveisTouch Inc. Global No.1 NFC based Service Platformer