The goal of "Real Time Location Coupons" is to create a “win win” situation for retail stores and customers. By using targeted coupons delivered to the customer’s mobile communication devices MiTrueKe will motivate the customers of the retail stores to perform the purchase. In this way the retail stores will recover sales that could be lost to online retailers.
A study performed in the United Kingdom by the Royal Mail and Future Foundation indicates that the potential for lost sales of retail stores to online retailers is close to 750 million pounds. In addition, the US online retail market for electronic equipment is was $18 billion dollars in 2006. This is the potential of revenue that MiTrueKe can help the retail stores recover.
The system architecture of MiTrueKe was designed to be mobile technology transparent. MiTrueKe service can be delivered to any type of mobile communication device. It is designed to use Wi-Fi, cell location, and GPS for the latest smart phone devices.
Potential revenue sources for this model are: coupon maintenance fees, advertisement, and commission on sales generated by the coupons or through the service links.
MiTrueKe service provides the ubiquitous mobile marketing service for on-line store and physical stores.
MiTrueKe service provides best selling price information to three end user segments, low-end phone users, camera phone users, and near field communication (NFC) phone users. The MiTrueKe architecture is customized and optimized to serve the needs of three customer segments.
Low-end Phone Users:
The low-end phone users don’t have camera function or data plan. To serve this user segment, MiTrueKe provides short message service gateway (SMS GW) and MiTrueKe client. Users can simply sent a SMS by using MiTrueKe client to MiTrueKe SMS GW with product name, and location information is automatically attached. The best price and store location will be sent back to users immediately.
Camera Phone Users:
The camera phone users can send Multimedia Messaging Service (MMS) or SMS to get the best price, and the cost of MMS and SMS are the same in US. Users take photos of 2D barcode at a store and send a MMS to MiTrueKe by using MiTrueKe client, and location info is automatically attached. The best price and store location will be sent back to users immediately. User can also use MiTrueKe client to scan the 2D barcode and access the embedded URL by accessing GPRS, 3G, or WiFi network.
NFC Phone Users:
The NFC phone users can use NFC function to get product information from the tag on a shelf. Users may then choose to get best price from MiTrueKe by accessing GPRS, 3G, or WiFi network or sending a SMS. Currently, Nokia 6131 is the only NFC phone in mobile market, but the need is expected to surge in the following two years.
