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

Abstract

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.