Customer Relationship Management in Service Mediary-Driven Mobile Services: Case I-Mode

Customer Relationship Management in Service Mediary-Driven Mobile Services: Case I-Mode

Timo Saarinen (Helsinki School of Economics, Finland), Jukka Kallio (LTT-Research Ltd., Finland), Markku Tinnila (LTT-Research Ltd., Finland) and Jarkko Vesa (LTT-Research Ltd., Finland)
Copyright: © 2003 |Pages: 20
DOI: 10.4018/978-1-59140-048-6.ch004
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In this chapter we introduce the concept of Service Mediary, which provides a conceptual and technical platform for electronic services. Our analysis shows that it pays off to outsource customer relationship management in electronic channels to a specialized service provider. The I-mode case study demonstrates clearly the benefits this kind of cooperation offers to content and service providers. Especially the built-in billing and revenue sharing logic are critical elements to I-mode’s success story. Even more encouraging are the benefits of collaboration to customers, who will enjoy the fruits of the new networked e-business economy. A Service Mediary is in a position to understand the customer requirements and building a service offering which optimally matches those requirements. In the multi-channel business environment of tomorrow, no single company can develop cost efficiently all required services for every channel. The future belongs to specialized, closely cooperating companies, which can offer superior customer experience at a competitive price. A Service Mediary like NTT DoCoMo with its I-mode service can offer a true win-win-win business model: service providers, customers and the Service Mediary all win in this game. Based on the analysis of the I-mode case, we can conclude that Service Mediary as a business model has a great potential in the future.

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Table of Contents
Tapio Reponen
Chapter 1
Harriette Bettis-Outland, Wesley J. Johnston
This chapter focuses on the concept of Electronic Customer Relationship Management (eCRM) in the context of a business-to-business marketing... Sample PDF
Electronic Customer Relationship Management (eCRM) in a Business-to-Business Marketing Setting
Chapter 2
F. Warren McFarlan
This chapter focuses on the new face of IT-enabled competitiveness in the early 21st century.  It notes that the impact is global with the art of... Sample PDF
Information and Competition: Early 21st Century
Chapter 3
Lexis F. Higgins
All organizations must adopt some method and philosophy of doing business. While a large number of firms worldwide are attempting to adopt a... Sample PDF
Sales Orientation versus Marketing Orientation in Providing Technical Service
Chapter 4
Joachim Griese
Methods and techniques used to support customer service in the information, negotiation and delivery phase of the purchasing transaction will first... Sample PDF
Customer Service in Electronic Commerce Applications
Chapter 5
Timo Saarinen, Jukka Kallio, Markku Tinnila, Jarkko Vesa
In this chapter we introduce the concept of Service Mediary, which provides a conceptual and technical platform for electronic services. Our... Sample PDF
Customer Relationship Management in Service Mediary-Driven Mobile Services: Case I-Mode
Chapter 6
Jussi Puhakainen
The purpose of this chapter is to illustrate challenges and opportunities related to IT-enabled and assisted customerships. The chapter begins by... Sample PDF
Challenges and Opportunities with IT-Enabled and Assisted Customerships
Chapter 7
Katariina Kemppainen, Ari P.J. Vepsalainen
Since the recognition of IT as a source of competitive weapon—the links to customers and suppliers as the main artillery—the emphasis has been on... Sample PDF
Web Breeds Services Apart-But How to Get Them Right?
Chapter 8
Malin Brannback, Alan Carsrud
This chapter reviews the different approaches of innovations management, often treated as synonymous to R&D, which is seen as a component of the... Sample PDF
A Service Marketing Approach to High Technology Innovations Management: Insights from IT and Biotech
Chapter 9
Pekka Huovinen, David L. Hawk
Our aim is to enhance management of collaborative customer-supplier relationships among globally operating building product suppliers. Three key... Sample PDF
Towards Collaborative Customer-Supplier Relationships in Global Building Product Businesses
Chapter 10
Growth the KONE Way  (pages 163-174)
Matti Perttula
This chapter describes the private view of a long-serving KONE manager on how KONE Corporation has over 30 decades developed into one of the global... Sample PDF
Growth the KONE Way
Chapter 11
Juha Parnisto, Hannu Salmela
Information and communication technologies enable new means to provide services for customers. The establishment of eServices, call centers and... Sample PDF
Combining Local and Global Expertise in Technical Services: Case Fujitsu Invia
Chapter 12
Kauno Mattila
Industrial IT is a new technology to integrate technical industrial processes with business processes. That secures the benefits of low cost and... Sample PDF
The Concept of Industrial IT in Customer Service
Chapter 13
Jorma Hurskainen
The strategy of Metso Corporation and its business units is healthy, profitable growth achieved organically, by acquisitions and by new... Sample PDF
Integration of Business Systems and Applications in Merger and Alliance: Case Metso Automation
Chapter 14
Panu Routila
The chapter deals with customer relationship management in traditional metal business. It introduces a new concept for handling customer interfaces.... Sample PDF
Key Customer Management and E-Commerce as Part of Business Development
Chapter 15
Markku Rajaniemi
The key to high performance in global logistics is stepwise improvement of business operational mode and corresponding logistics processes. Nokia... Sample PDF
Nokia Mobile Phones' Development of Business Logistics and Customer Support
Chapter 16
Hannu Salmela, Miikka Jahnukainen
This chapter describes IT-enabled customer service development projects in six global companies. The chapter summarizes the projects to illustrate... Sample PDF
IT-Enabled Global Customer Service: Findings and Conclusions from Six Case Studies
About the Authors