Earticle

We propose a mobile service evolution framework which is composed of 2 factors-the degree of smartization and the outer-dependency of profit. It is a framework that presents 2 x 2 matrix : 4 cells. We decided to apply this framework to weather application on smartphone. And so we made typical profiles for weather application on smartpone, and executed an experiment to test the degree of adoption of mobile service subscribers for the typical profiles of weather application. First, we found that the advertisements tailored by LBS/weather condition would be more effective and efficient than those of the usual banner advertisements in the aspect of CTR. Second, mobile service subscribers were reluctant to buy the goods or services tailored by LBS/weather condition on smartphone, because they did not feel confident to the security system and mobile pay system provide by smartphone. Third, the advertisements both tailored by LBS/weather condition and combined by SNS had lower barrier than the advertisements tailored only by LBS/weather condition to lead to the recommendation and group shopping. We thought that mobile service subscribers would want to share goods or services information with their friends for risk reduction against shopping failure. Fourth, mobile service subscribers had the most adoption rate for the gift-coupon-typed e-commerce service tailored by LBS/weather condition. We thought that they had the tendency to deliver their missing minds to their acquaintances through the gift coupons on smartphone. We thought that they had the tendency to deliver the gift coupons on smartphone their acquaintances in the place of their missing minds toward them.