PROFILING MOBILE BUSINESS CUSTOMERS FOR MASS
CUSTOMIZATION
REZA DAVARI
UNIVERSITI TEKNOLOGI MALAYSIA
PROFILING MOBILE BUSINESS CUSTOMERS FOR MASS
CUSTOMIZATION
REZA DAVARI
A project report submitted in partial fulfillment
of the requirements for the award of the degree of
Master of Science (Information Technology – Management)
Faculty of Computer Science and Information Systems
Universiti Teknologi Malaysia
MARCH 2010
iii
To my beloved fiancée, mother and father
iv
ACKNOWLEDGMENT
I would like to express my sincere thanks and appreciation to my supervisor
Prof. Dr. Ahmad Zaki Abu Bakar for his continuous advice, guidance, support, and have
patiently guided me through the steps of my project. I thank him for being my advisor,
teacher and guide.
I would like to thank my family, my fiancée, friends, staff, and lecturers in the
Faculty of Computer Science and Information System for their help, full cooperation
and encouragement.
This work was conducted as a project under the Information Service System
Innovation (ISSI) Research Group Department of Information Systems Faculty of
Computer Science and Information System.
v
ABSTRACT
Nowadays, traditional services are being replaced by mobile or M-business that
is more efficient, faster and accessible. To enable M-business operators to service many
customers efficiently but with the impression of a personalized individual service, a
method called mass customization is used. For this service to work, detailed information
about each customer is needed and is achieved by customer profiling. The big challenge
is how to profile M-business customers who have very short attention span and want to
quickly conclude a transaction on their mobile device to avoid expensive air time
charges and restriction to their mobility. Currently, M-business companies do not have
sufficient strategic information about their customers to correctly target them for mass
customization. To answer this question, research was conducted in Iran and Malaysia to
determine what technique is most suitable for profiling. Various on-line psychographic
profiling methods are available and three methods, namely Big Five, Neuro Linguistic
Programming (NLP), and ProScan were found to be most suitable. Big Five was found
to be the best method but requires customers to answer 40 to 120 questions. NLP on the
other hand, only requires customers to answer a minimum of 10 questions. The number
of questions to be answered matters significantly in a M-business service. This was
confirmed by a survey conducted in Iran and Malaysia, on the willingness of the
respondents to answer profiling questions. After NLP was chosen, another survey was
conducted to determine the different NLP profiles of M-business customers. This
information was used to design and implement a prototype system for a mobile news
service that is able to profile customers by NLP and then mass customize news
messages either in the form of text, audio, or interactive multimedia messaging system.
vi
ABSTRAK
Ketika ini, perkhidmatan tradisional banyak digantikan oleh perniagaan mobil atau Mbisnes yang lebih efisyen, laju dan mudah diakses. Untuk membolehkan pengendali M-bisnes
memberikan khidmat kepada ramai pelanggan dengan cekap tetapi dengan gambaran bahawa
khidmat itu lebih bersifat peribadi dan khusus, suatu kaedah yang dipanggil pelangganan massa
digunakan. Untuk khidmat ini berfungsi, maklumat terperinci tentang setiap pelanggan
diperlukan dan ini dicapai melalui keadah pemprofilan pelanggan. Cabaran besar di sini ialah
bagaimana memprofikanl pelanggan M-bisnes yang mempunyai rentang perhatian yang singkat
dan mahu cepat menamatkan urusniaga pada peranti mobil mereka untuk mengelakkan caj guna
masa yang mahal dan kekangan pada pergerakan mereka. Pada ketika ini, syarikat M-bisnes
tidak mempunyai maklumat strategik mengenai pelanggan mereka yang mencukupi untuk dapat
mensasarkan pelanggan mereka dengan tepat melalui pelangganan massa. Untuk menjawab
soalan ini, penyelidikan telah dilakukan di Iran dan Malaysia untuk menentukan teknik apakah
yang paling sesuai untuk pemprofilan. Terdapat banyak kaedah pemprofilan psikografik atas
talian dan tiga kaedah iaitu Big Five, Neuro-Linguistic Programming (NLP) dan Proscan
didapati paling sesuai. Big Five dikenalpasti sebagai paling baik tetapi pelaggan perlu
menjawab 40 hingga 120 soalan. NLP pula, hanya memerlukan pelanggan menjawab minimum
10 soalan. Bilangan soalan untuk dijawab sangat bermakna dalam khidmat M-bisnes. Hakikat
ini disahkan melalui tinjauan yang dilakukan di Iran dan Malaysia berdasarkan kesanggupan
responden menjawab soalan pemprofilan.
Selepas NLP dipilih, satu lagi tinjauan telah
dilakukan untuk menentukan pelbagai profil NLP bagi pelanggan M-bisnes. Maklumat ini telah
digunakan untuk merekabentuk dan melaksanakan sebuah sistem prototaip bagi khidmat berita
mobil yang mampu memprofil pelanggan berdasarkan NLP dan kemudian mengkhususkan
berita secara pelangganan massa dalam bentuk teks, audio atau sistem pesanan multimedia
interaktif.
vii
TABLE OF CONTENTS
CHAPTER
1
TITLE
PAGE
ACKNOWLEDGMENT
iv
ABSTRACT
v
ABSTRAK
vi
TABLE OF CONTENTS
vii
LIST OF TABLES
x
LIST OF FIGURES
xi
LIST OF APPENDIXES
xii
PROJECT OVERVIEW
1.1
Introduction
1
1.2
Background
2
1.3
Statement of the Problem
4
1.4
Research Question
4
1.5
Research Objectives
5
1.6
Scope
5
1.7
Importance of Research Study
6
1.8
Thesis outline
6
1.9
Summary
7
viii
2
LITERATURE REVIEW
2.1
Introduction
8
2.2
M-business
10
2.3
Mobile commerce
12
12
2.3.2
Products and services
14
20
2.3.4 Difference between M-commerce and Ecommerce
2.3.5 Value chain of mobile business
20
2.4
Big Five
23
2.5
NLP
30
2.7
2.8
4
History of mobile commerce
2.3.3 Mobile business
2.6
3
2.3.1
ProScan survey
Soft System Methodology
Summary
22
38
41
58
RESEARCH METHODOLOGY
3.1
Introduction
59
3.2
Research Phases
60
3.3
Methodology
61
3.4
Data collection
64
3.5
Summary
69
ANALYSIS AND DESIGN
4.1
Introduction
70
4.2
First questionnaire
71
4.3
Second questionnaire
72
4.4
Result from first questionnaire
74
ix
5
6
4.5
Result from second questionnaire
76
4.6
Soft System Methodology
78
4.7
Summary
87
DISCUSSION
5.1
Achievement
88
5.2
Constraints and Challenges
89
5.3
Recommendation
90
5.4
Summary
90
CONCLUSION
91
REFERENCES
APPENDICES A – C
94
97 - 124
x
LIST OF TABLES
TABLE NO.
2.1
TITLE
Result from each Soft System Methodology stages
PAGE
41
xi
LIST OF FIGURES
FIGURE NO.
TITLE
PAGE
1.1
Chapter organization
7
2.1
Literature Review model
9
2.2
Mobile Business model
10
2.3
Value chain of mobile business
22
2.4
Soft System Methodology stages
44
3.1
Methodology Diagram
62
4.1
Rich picture
79
4.2
Conceptual model
83
4.3
System diagram
86
xii
LIST OF APPENDIXES
APPENDIX
TITLE
PAGE
A
Questionnaire
97
B
Data
110
C
Result of questionnaire
116
D
Web site
117
CHAPTER 1
PROJECT OVERVIEW
1.1
Introduction
In the fast developing industry, traditional services are being replaced with
modern methods, by which accuracy, speed and access increases to a large extent. Ebusiness is giving a new definition to the way businesses are being conducted via the
Internet. The new way of doing business requires new models of markets and customer
services. One of these new businesses is M-business.
Accessibility is an important element in M-business. With M-business,
customers can access various types of on-line business and services at any place and at
any time through various mobile devices such as hand phones and personal digital
assistant (PDA). Customers can order and purchase various goods and services at their
2
leisure when they are on the go at places where previously it was not possible to do so
because of lack of info-structure.
1.2
Background
Any new technology will have some setback. Business organizations want to
have more new customers while retaining old customers. To be able to do so,
organizations need to know more about their customers so that they can produce better
products and services.
But knowing their customers is not just based on data. Through M-business, a
large range of data regarding customers is transacted daily by service providers. Some
of this data is for temporary use, e.g. the address to receive goods, but some other data
are valuable information for long-term use. This kind of information can give the
service provider the ability to segment the type of customers according to their
geographic, demographic, behavior and psychographic. For example, an on-line
advertisement company can send appropriate advertisements that are more appealing to
targeted customers via short messaging system (SMS) if they know the customer’s
preference. Currently, the company has to send bulk messages to all its customers that
flood their message inbox and at many times make them angry because the content are
offensive and not appropriate for them. A better way to target customer is thus needed
badly by these organizations. On-line news agencies like CNN and Star On-line have
similar problems in targeting their M-Business customers for the appropriate news in
terms of topic, language and timing.
3
This valuable information for targeting customers can be obtained by a
technique called profiling that is the process by which the shopping pattern of customers
are categorized for later judgment about their market demands and preferences for
services.
After profiling, service providers are able to use the information for mass
customization. Mass customization means service providers are able to provide products
or services with features that are suitable to the requirements and needs of each
customer in the masses. For example, Dell Computers provide facilities for their on-line
customers to choose the configuration of their laptops in terms of processor speed,
memory capacity, disk drives, DVD players and even colour. Similarly, when you travel
by Air Asia, you can customize your ticket with various options such as the baggage
weight allowance, type of meals, seat location and priority.
Currently, M-business companies do not have enough information about their
customers in terms of geographic, demographic, behavior and psychographic to make
better judgment for mass customization. In normal business, the company can solve this
issue by face-to-face interviewing the customer or through observation.
4
1.3
Statement of the problem
“M-Business companies do not have sufficient strategic information about their
customers to correctly target them for mass customization”.
Figure 4.1 shows the Rich Picture for the problem for M-business news agency.
It shows not all customers like to receive the same type of news message. Each
customer likes to receive news in various types of message. For example, some of them
like text SMS messages but the others like Multimedia Messaging System (MMS).
1.4
Research question
Based on the problem statement, we suspect the problem can be solved by
profiling. However, due to the nature of M-Business, we have to ascertain which type
of profiling is most suitable. As such our research is to answer the following question,
“What technique is most suitable for profiling M-business customers for mass
customization?”
5
1.5
Research objective
1. To study various techniques to profile M-business customers.
2. To develop a framework that will be able to profile M-business customers for
mass customization.
3. To develop a proof-of-concept web-based system to profile M-business
customers for mass customization.
1.6
Scope
1. The strategic information for mass customization will be determined from
geographic, demographic, behavior and psychographic means.
2. M-business mass customization for news services will be used as the case study.
3. The study is to focus on M-business customers in Malaysia and Iran. The choice
is due to Malaysia being a multi-lingual and multi-cultural ethnic society while
Iran is more of a monolingual and mono-cultural ethnic society.
6
1.7
Importance of research study
M-business is a multi-billion business in the world. According to Gartner
(www.mobilebusinessbriefing.com) the mobile business is US$ 4.2B in 2009 and is
forecasted to grow to 6.77B in 2010.
As far as we know, there is no other work in the same area. Based on the
literature review and looking at the current services, there is not any profiling and mass
customization.
The work can contribute to other areas since profiling and mass customization is
getting to be of great interest in the business field.
1.8
Thesis outline
This outline of this thesis is shown in Figure 1.1.The thesis is structured into six
chapters. The first chapter is the introduction and touches on the problem background.
Second one is literature review. Third one is research methodology. Fourth one is data
analysis and finding. Fifth one is discussion and the last one is conclusion.
7
Chapter 1
• Introduction
Chapter 2
• Literatore Review
Chapter 3
• Research Methodology
Chapter 4
• Data Analysis and Finding
Chapter 5
• Dicussion
Chapter 6
• Conclusion
Figure 1.1: Chapter Organization
1.9
Summary
In this first chapter a brief introduction about the project and how the project is
going to be implemented has been discussed. Some companies have problems to
prepare new services for their customers. For these services, company needs new
information from customers. With that information, company can profile the customers
and perform mass customization. The background and statement of problem has also
been discussed in this chapter to give an introduction of the project and to explain why
this project has been proposed. The objectives, scopes and the importance of this project
have also been pointed out. Hopefully, by developing the project successfully, the
objectives and aims of the project can be achieved. Company can find new customers
and retain current customers and also have new services.
CHAPTER 2
LITERATURE REVIEW
2.1
Introduction
This chapter focuses on the main literature concepts of this study .The objective
of this chapter is to obtain a better understanding of the M-business, M-commerce, BIG
FIVE, NLP, ProScan Survey, and also Soft System Methodology. It is to ensure that the
decision to be made for chapter 3 that is about the chosen methodology of the research
will be consistent with its objectives. The chapter covers the understanding of Mbusiness, M-commerce, and three techniques for profiling and one methodology. In the
first part, M-business would be explained and further explaining about history of mobile
commerce and product and services, will follow it. The next parts of this chapter are
BIG FIVE, NLP, and ProScan Survey. Also, definition of each technique is included in
this chapter. The final part is about Soft System Methodology. The main idea of this
chapter is coming up with a complete and comprehensive literature review of the main
concepts in this study. The Figure 2.1 demonstrates the Literature Review model.
9
Mobile
M-business
Mcommerce
M-business
Ubiquity
Localisatio
n
Identificati
on/Persona
lisation
M-commerce
Products
and
services
Profiling
methods
Big Five
NLP
ProScan
Big Five
Openness
Conscienti
ousness
Extraversi
on
NLP
Visual
Auditory
Kinesthetic
ProScan
Dominance
Extroversi
on
Pace/Patie
nce
Soft System
Methodology
Seven
Stages
Agreeable
ness
Conformit
y/Structur
e
Figure 2.1: Literature review model
Neuroticis
m
Logic/Rati
onale
10
2.2
M-business
Mobile business arises from the individual's ability to have permanent access to
information and services independent of place and time using a mobile phone, personal
digital assistance (PDA) or pocket PC via a wireless radio or infrared connection. It
supports the exchange of goods, services, information and knowledge". All transactions
are conducted via a handheld device.
Figure 2.2: Mobile Business model (Durlacher (2000), p. 80)
In addition to the transmission of voice, the enhancement of mobile
telecommunications and wireless technologies enables the transfer of data and content
at reasonable speeds over radio networks. Thus, it suggests the convergence of Internet
technology with mobile communication.
11
The envisioned merger has the potential of revolutionising the entire business
environment and opening completely new opportunities on account of a few, but
important mobility advantages.
Ubiquity
In a world of increasing personal mobility the portability of the information
medium allows for a permanent exchange of information and transactions at all times.
This competitive advantage compared to other technologies will not only affect the
mobile customer's independence from location, but also from the entire business world.
Localisation
New technologies enable a precise localisation of a connected mobile device. It
allows for new opportunities regarding emergency matters and context-specific content
depending on place and time.
12
Identification/Personalisation
By their mobile device users can be clearly identified so that it may serve as a
personal document. Personalised information can be made available. Hence, it will be
possible - and essential - to create a strong relation with the individual customer. The
trade off between high quality information and reaching a wide audience is eliminated
(Durlacher (1999), p. 67).
These mobility features demonstrate that the new form of interaction will affect
all areas of society, from how businesses are run and how employees work, to consumer
purchases, advertising strategies, and personal communication. Not only will it
thoroughly alter the value chains in the telecommunications and Internet industries, but
it will also influence businesses in the entire economy.
2.3
Mobile commerce
2.3.1 History of mobile commerce
Mobile commerce was born in 1997 when the first two mobile phone enabled
Coca Cola vending machines were installed the Helsinki area in Finland. They used
SMS text messages to send the payment to the vending machines. In 1997 also the first
mobile phone based banking service was launched by Merita bank of Finland also using
SMS.
13
In 1998 the first digital content sales were made possible as downloads to
mobile phones when the first commercial downloadable ringing tones were launched in
Finland by Radionlinja (now part of Elisa)
In 1999 two major national commercial platforms for m-commerce were
launched with the introduction of a national m-payments system by Smart as Smart
Money in the Philippines and the launch of the first mobile internet platform by NTT
DoCoMo in Japan, called i-Mode. i-Mode was revolutionary also in offering a revenuesharing deal where NTT DoCoMo only kept 9% of the content payment and returned
91% to the content owner.
Mobile commerce related services spread rapidly in early 2000 from Norway
launching mobile parking, Austria offering mobile tickets to trains, and Japan offering
mobile purchases of airline tickets.
The first conference dedicated to mobile commerce was held in London in July
2001 and the first book to cover m-commerce was TomiAhonen's M-profits in 2002.
The first university short course to discuss m-commerce was held at the University of
Oxford in 2003 with TomiAhonen and Steve Jones lecturing.
In order to exploit the m-commerce market potential, handset manufacturers
such as Nokia, Ericsson, Motorola, and Qualcomm are working with carriers such as
AT&T Wireless and Sprint to develop WAP-enabled smart phones and ways to reach
them. Using Bluetooth technology, smart phones offer fax, e-mail, and phone
capabilities.
14
2.3.2 Products and services
Mobile ticketing
Tickets can be sent to mobile phones using a variety of technologies. Users are
then able to use their tickets immediately by presenting their phones at the venue.
Tickets can be booked and cancelled on the mobile with the help of simple
application downloads or by accessing WAP portals of various Travel agents or direct
service providers.
Mobile ticketing for airports, ballparks, and train stations, for example, will not
only streamline unexpected metropolitan traffic surges, but also help users remotely
secure parking spots (even while in their vehicles) and greatly facilitate mass
surveillance at transport hubs.
Mobile vouchers, coupons and loyalty cards
Mobile ticketing technology can also be used for the distribution of vouchers,
coupons and loyalty cards. The voucher, coupon, or loyalty card is represented by a
virtual token that is sent to the mobile phone. Presenting a mobile phone with one of
these tokens at the point of sale allows the customer to receive the same benefits as
another customer who has a loyalty card or other paper coupon/voucher. Coupons may
15
be sent to a customer utilizing location based services when he is in a certain physical
proximity (e.g. passing by the store). Mobile delivery enables:

economy of scale

quicker and easier delivery

effective target marketing

privacy-friendly data mining on consumer behavior

environment-friendly and resources-saving efficacy
Content purchase and delivery
Currently, mobile content purchase and delivery mainly consists of the sale of
ring-tones, wallpapers, and games for mobile phones. The convergence of mobile
phones, mp3 players and video players into a single device will result in an increase in
the purchase and delivery of full-length music tracks and video. Download speeds, if
increased to 4G levels, will make it possible to buy a movie on a mobile device in a
couple of seconds, while on the go.
16
Location-based services
Unlike a home PC, the location of the mobile phone user is an important piece of
information used during mobile commerce transactions. Knowing the location of the
user allows for location based services such as:

local maps

local offers

local weather

people tracking and monitoring
Information services
A wide variety of information services can be delivered to mobile phone users in
much the same way as it is delivered to PCs. These services include:

news services

stock data

sports results

financial records

traffic data and information
Particularly, more customized traffic information, based on users' travel patterns,
will be multicast on a differentiated basis, instead of broadcasting the same news and
data to all Users. This type of multicasting will be suited for more bandwidth-intensive
mobile equipment.
17
Mobile banking
Banks and other financial institutions are exploring the use of mobile commerce
to allow their customers to not only access account information, but also make
transactions, e.g. purchasing stocks, remitting money, via mobile phones and other
mobile equipment. This service is often referred to as Mobile Banking or M-Banking.
Mobile brokerage
Stock market services offered via mobile devices have also become more
popular and are known as Mobile Brokerage. They allow the subscriber to react to
market developments in a timely fashion and irrespective of their physical location.
Auctions
Over the past three years mobile reverse auction solutions have grown in
popularity. Unlike traditional auctions, the reverse auction (or low-bid auction) bills the
consumer's phone each time they place a bid. Many mobile SMS commerce solutions
rely on a one-time purchase or one-time subscription; however, reverse auctions are
18
high return applications as they allow the consumer to transact over a long period of
time.
Mobile purchase
Mobile purchase allows customers to shop online at any time in any location.
Customers can browse and order products while using a cheap, secure payment method.
Instead of using paper catalogues, retailers can send customers a list of products that the
customer would be interested in, directly to their mobile device or consumers can visit a
mobile version of a retailers ecommerce site. Additionally, retailers will also be able to
track customers at all times and notify them of discounts at local stores that the
customer would be interested in.
Mobile marketing and advertising
Mobile marketing is an emerging concept, but the speed with which it's growing
its roots is remarkable. Mobile marketing is highly responsive sort of marketing
campaign, especially from brands’ experience point of view. And almost all brands are
getting higher campaign response rates. Corporations are now using m-commerce to
expand everything from services to marketing and advertisement. Although there are
currently very few regulations on the use and abuses of mobile commerce, this will
change in the next few years. With the increased use of m-commerce comes increased
19
security. Cell phone companies are now spending more money to protect their
customers and their information from online intrusions and hackers.
Payment methods
The main payment methods used to enable mobile commerce are:

Premium-rate calling numbers,

Charging to the mobile telephone user's bill or

Deducting from their calling credit.

Registration of a credit card that is linked to a SIM card.
Mobile News
Now days, news is sent via SMS, by specialized applications, or using mobile
versions of media websites. Many of mobile customers access news and information via
mobile devices.
Mobile news delivery is growing quickly. For example, the New York Times
mobile site registered 19 million views in May 2008, compared to 500,000 in January
2007.
20
2.3.3 Mobile business
In general, the term “business” considers the complete environment of a
company, i.e. all processes and relationships to suppliers, employees as well as
customers (Teichmann / Lehner 2002, p. 6). Therefore, “mobile business” could be
described as the utilization of mobile technologies to maintain, improve or extend
existing business processes and relationships or to develop new business segments
(Kalakota / Robinson 2002, p. 5-7). Alternatively, “mobile business” could also include
all activities, processes and applications which are realized or supported by mobile
technologies (Teichmann / Lehner 2002, p. 6). According to this aspect, “mobile
business” can be defined as all types of business applications with the use of mobile
devices. In addition has to be said that mobile business focuses on the procurement,
processing and provision of any type of information. Incidentally, mobile business
applications are not restricted to mobile phones, instead they include other mobile
devices like smart phones and PDAs (Personal Digital Assistant).
2.3.4 Difference between M-commerce and E-commerce
Mobile commerce has some core characteristics that differ from those of the
classic e-commerce (Sadeh 2002, p. 22, Durlacher 1999, pp. 8-9).
First, convenience is an attribute that characterizes a mobile device because of
the easy use, accessibility and the ability of storing data.
21
Second, ubiquity and reach ability are other advantages of wireless terminals:
the user receive real-time information and can communicate from any location. Time
critical needs can be satisfied by the short, to-the-point interactions of m-commerce
(Sadeh 2002, p. 23). The user would probably not want to make use of his mobile phone
to make his retirement planning, but he would much more readily use it to check his
favorite stock or find out about the departure time of the next flight home.
Third, SIM or Smart cards that are used in mobile devices facilitate a higher
level of security than is presently realized in the fixed internet environment (Durlacher
1999, p. 7, Wiedmann / Buxel / Buckler 2000, p. 686).
In addition, m-commerce opens the door to a number of services and
applications that would be simply inconceivable from a desktop PC. First, in the future
various technology options will make it possible to fix the geographical locations of a
device. Hence, location-based services will be developed which provide value-added
services or content for users (May 2001, p. 20, p.28, Accenture 2003, pp. 36-37). For
example, a businessperson arriving on a plane into Rome can expect to receive a
message asking whether he needs a car or a hotel for the night. Certainly, desktop and
laptop PCs can be moved too, but mobile devices are a form of personal devices and
tend to be carried as essential pocket equipment. This leads the mobile device turning
into a real-life tool (Durlacher 1999, p. 9). As a result, the importance of customization
increases constantly. It is significant for the user to get a customized service fitting his
own preferences as well as it is important for a company to recognize a user and deliver
relevant content. Additionally, with m-commerce reaching the mass market the prices
for mobile devices will decrease and the mobile tariffs will come down to a level near to
fixed line tariffs. As a consequence, m-commerce attracts more users because it
becomes less high-priced compared with e-commerce and its requirements (Wiedmann /
Buxel / Buckler 2000, p. 688).
22
2.3.5 Value chain of mobile business
The value chain of mobile business is composed of five fields of activity. The
infrastructure encompasses everything that is necessary to make applications on mobile
devices work including the network, hardware, software, platforms, devices etc.
Traditionally, the infrastructure serves the mobile network operators (MNO) like
Vodafone. Mobile Virtual Network Operators (MVNO) is an emerging business model
creating traffic in networks. Content providers specialize in gathering and aggregating
information which they sell directly or via portal to the mobile customer. Also in this
segment there are start-up content providers and off-line businesses. The content is
made available through different applications which are provided by wireless
application service providers (WASP). They offer their expertise in the deployment,
management, maintenance and hosting of applications and services to third parties
enabling them to communicate with their employees and customers (Durlacher 2000, p.
37). The last link in the value chain is the portals. They aggregate applications such as
e-mail, calendars, instant messaging as well as content for their subscribers. In mobile
business these services are supported by increased customization and location-based
offerings (Durlacher 1999, p. 16).
Figure 2.3: Value chain of mobile business (Scheer et al. (2001), p. 8)
23
There are some problems related to M-business customers. M-business
companies do not have enough information about the customers, such as geographic,
demographic, behavior and psychographic. Also there is not any special technique for
getting information from the customers. As a result, they cannot profile customers and
there is not any mass customization. Company cannot prepare good and special services
to the customers.
One of the main concerns is service to customers and competes with other Mbusiness company. It is important to know enough about customers and to know the
wants and needs of them. When the company can profile customers, it can give better
service to customers. Customers do not switch to a new company. M-business
customers profiling and mass customization is a promising way to attract and maintain
many customers.
To get information from customers we need to use a technique. There are BIG
FIVE, ProScan, and NLP. With these techniques we can profile customers for mass
customization.
2.4
BIG FIVE
Big Fiveis five broad factors or dimensions of personality developed through
lexical analysis. It has five factors. The factors are Openness, Conscientiousness,
Extraversion, Agreeableness, and Neuroticism. Each factor consists of a cluster of more
specific traits that correlate together.
24
The Big Five factors:
1. Openness: appreciation for art, emotion, adventure, unusual ideas, curiosity, and
variety of experience.
2. Conscientiousness: a tendency to show self-discipline, act dutifully, and aim for
achievement.
3. Extraversion: energy, positive emotions, surgency, and the tendency to seek
stimulation and the company of others.
4. Agreeableness: a tendency to be compassionate and cooperative rather than
suspicious and antagonistic towards others.
5. Neuroticism: a tendency to experience unpleasant emotions easily, such as
anger, anxiety, depression, or vulnerability; sometimes called emotional
instability.
Each of the Big Five factors is quite broad and consists of a range of more
specific traits.
Openness to Experience
Openness is a general appreciation for art, emotion, adventure, unusual ideas,
imagination, curiosity, and variety of experience. The trait distinguishes imaginative
people from down-to-earth, conventional people. People who are open to experience are
intellectually curious, appreciative of art, and sensitive to beauty. They tend to be,
25
compared to closed people, more creative and more aware of their feelings. They are
more likely to hold unconventional beliefs.
People with low scores on openness tend to have more conventional, traditional
interests. They prefer the plain, straightforward, and obvious over the complex,
ambiguous, and subtle. They may regard the arts and sciences with suspicion, regarding
these endeavors as abstruse or of no practical use. Closed people prefer familiarity over
novelty. They are conservative and resistant to change.
Sample Openness items

I am full of ideas.

I am quick to understand things.

I have a rich vocabulary.

I have a vivid imagination.

I have excellent ideas.

I spend time reflecting on things.

I use difficult words.

I am not interested in abstract . (reversed)

I do not have a good imagination. (reversed)

I have difficulty understanding abstract ideas. (reversed)
26
Conscientiousness
Conscientiousness is a tendency to show self-discipline, act dutifully, and aim
for achievement. The trait shows a preference for planned rather than spontaneous
behavior. It influences the way in which we control, regulate, and direct our impulses.
Conscientiousness includes the factor known as Need for Achievement.
The benefits of high conscientiousness are obvious. Conscientious individuals
avoid trouble and achieve high levels of success through purposeful planning and
persistence. They are also positively regarded by others as intelligent and reliable. On
the negative side, they can be compulsive perfectionists and workaholics.
Sample Conscientiousness items

I am always prepared.

I am exacting in my work.

I follow a schedule.

I get chores done right away.

I like order.

I pay attention to details.

I leave my belongings around. (reversed)

I make a mess of things. (reversed)

I often forget to put things back in their proper place. (reversed)

I shirk my duties. (reversed)
27
Extraversion
Extraversion is characterized by positive emotions, surgency, and the tendency
to seek out stimulation and the company of others. The trait is marked by pronounced
engagement with the external world. Extraverts enjoy being with people, and are often
perceived as full of energy. They tend to be enthusiastic, action-oriented individuals
who are likely to say "Yes!" or "Let's go!" to opportunities for excitement. In groups
they like to talk, assert themselves, and draw attention to themselves.
Introverts lack the exuberance, energy, and activity levels of extraverts. They
tend to be quiet, low-key, deliberate, and less involved in the social world. Their lack of
social involvement should not be interpreted as shyness or depression. Introverts simply
need less stimulation than extraverts and more time alone.
Sample Extraversion items

I am the life of the party.

I don't mind being the center of attention.

I feel comfortable around people.

I start conversations.

I talk to a lot of different people at parties.

I am quiet around strangers. (reversed)

I don't like to draw attention to myself. (reversed)

I don't talk a lot. (reversed)
28

I have little to say. (reversed)
Agreeableness
Agreeableness is a tendency to be compassionate and cooperative rather than
suspicious and antagonistic towards others. The trait reflects individual differences in
concern for social harmony. Agreeable individuals value getting along with others.
They are generally considerate, friendly, generous, helpful, and willing to compromise
their interests with others. Agreeable people also have an optimistic view of human
nature. They believe people are basically honest, decent, and trustworthy.
Disagreeable individuals place self-interest above getting along with others.
They are generally unconcerned with others’ well-being, and are less likely to extend
themselves for other people. Sometimes their skepticism about others’ motives causes
them to be suspicious, unfriendly, and uncooperative.
Sample Agreeableness items

I am interested in people.

I feel others’ emotions.
29

I have a soft heart.

I make people feel at ease.

I sympathize with others’ feelings.

I take time out for others.

I am not interested in other people’s problems. (reversed)

I am not really interested in others. (reversed)

I feel little concern for others. (reversed)

I insult people. (reversed)
Neuroticism
Neuroticism is the tendency to experience negative emotions, such as anger,
anxiety, or depression. It is sometimes called emotional instability. Those who score
high in neuroticism are emotionally reactive and vulnerable to stress. They are more
likely to interpret ordinary situations as threatening, and minor frustrations as hopelessly
difficult. Their negative emotional reactions tend to persist for unusually long periods of
time, which means they are often in a bad mood. These problems in emotional
regulation can diminish a neurotic's ability to think clearly, make decisions, and cope
effectively with stress.
At the other end of the scale, individuals who score low in neuroticism are less
easily upset and are less emotionally reactive. They tend to be calm, emotionally stable,
and free from persistent negative feelings. Freedom from negative feelings does not
mean that low scorers experience a lot of positive feelings. Frequency of positive
emotions is a component of the Extraversion domain.
30
Sample Neuroticism items

I am easily disturbed.

I change my mood a lot.

I get irritated easily.

I get stressed out easily.

I get upset easily.

I have frequent mood swings.

I often feel blue.

I worry about things.

I am relaxed most of the time. (reversed)

I seldom feel blue. (reversed)
The Big Five is the commonly used term for the model of personality which
describes the five fundamental factors of personality. The base of Big Five is
psychology. It is for finding personality. We have five factors. After analyzing person,
we should decide which groups are suitable for this person. With these factors and
groups of persons, we can know about personality of each one.
2.5
NLP
Neuro-linguistic programming (NLP) is defined in the Oxford English
Dictionary as "a model of interpersonal communication chiefly concerned with the
relationship between successful patterns of behaviour and the subjective experiences
31
(esp. patterns of thought) underlying them" and "a system of alternative therapy based
on this which seeks to educate people in self-awareness and effective communication,
and to change their patterns of mental and emotional behaviour".
Background
Neuro-Linguistic Programming (NLP) was developed at the University of
California at Santa Cruz in the 1970's. Its founders and principal authors were Richard
Bandler, a student of (initially) mathematics and computer science, and John Grinder, a
professor of linguistics. McLendon (1989) describes the emergence of NLP between
1972 and 1981.
NLP has since achieved popularity as a method for communication and personal
development. It is used by professional practitioners of many kinds - managers, trainers,
sales people, market researchers, counsellors, consultants, medics, lawyers and more.
There is a need for data establish the level of activity, however the UK Association for
NLP has listed over 50 training organisations. The website of the International NLP
Trainers' Association (INLPTA)has listings of trainers in Austria, Denmark, France,
Germany, the Netherlands, Sweden, Switzerland and Turkey (and in other countries
throughout the world). We know of training courses taking place in Spainand in Italy,
and are aware too of written contributions from Germany (Hager 1989, 1990, 1992),
Norway (Gresslien and Aasmo 1982) and Romania (Holdevici 1990).
32
NLP is being applied in UK education, for example through the UK NLP
network called `NLPEdNet', through interest from associations such as the Society for
Effective Affective Learning (SEAL), and through the practice of individual teachers
and learners who have received NLP training. NLP is also a recognized mode of
psychotherapy in the UK, accredited by the UK Council for Psychotherapy (assigned to
the Experiential Constructivist Therapies section).
Neuro linguistic programming
The title, coined by Bandler and Grinder, broadly denotes the view that a person
is a whole mind-body system with patterned connections between internal experience
(`neuro'), language (`linguistic') and behavior (`programming').
NLP has been defined in various ways, often in its promotional literature as (for
example) `the art of communication excellence', or `the study of the structure of
subjective experience' (McWhirter 1992). These definitions reflect a tension within
NLP, in that it is both a technology for communication and personal development, and
(as it claimed to be originally) a methodology or modelling process (Cameron-Bandler
et al 1985; Dilts 1998a; Jacobson 1994).
Thus, although NLP has come to be identified as a mode of psychotherapy in Its
own right, originally it was offered as a method capable of identifying the effective
aspects of existing models of communication (Gestalt, TA etc.) for pragmatic purposes.
Initially (see Bandler and Grinder 1975a, Grinder and Bandler 1976) Bandler and
33
Grinder were interested in figures such as Carl Rogers, Fritz Perls and Virginia Satir
because of their reputation for excellence. Other practitioners, apparently informed by
the same framework, seemed markedly different in effectiveness. Bandler and Grinder
asked what was the `difference that made a difference' between the excellent
practitioners and the others. Almost self-evidently, this was not the formalised theory
being used. Instead they focused on patterns of communication and interaction used in
practice.
NLP writing and practice show influences from a wide array of fields; Gestalt
therapy (Perls 1969), person-centredcounselling (Rogers 1983), transformational
grammar (Grinder and Elgin 1973), behavioural psychology, cybernetics (Ashby 1965),
the Palo Alto school of brief therapy (Watzlawick et al 1967), Ericksonian
hypnotherapy (Bandler and Grinder 1975b; Grinder et al 1977), and perhaps most
importantly the cybernetic epistemology of Gregory Bateson (Bateson 1972). NLP
adopts the TOTE (test-operate-test-exit) mode of functioning (Miller, Galanter and
Pribram 1960). These processes depend on the dynamics of calibration and feedback
(Wiener 1965, Bateson 1972).
Incidentally, we note that NLP is not a uniform field. For example, since the
1980's Grinder has concentrated on `new code' NLP (DeLozier and Grinder 1987),
which takes an intentionally more holistic (i.e. whole body-mind) approach than the
more analytical style of early NLP, a direction that has incorporated interests in (for
example) shamanistic practices.
NLP helps you to understand they way people process information, make sense
of the world around them, and how they going about to achieve what they set out to
achieve. Sometimes it works perfectly, of course, and sometimes, well, it does not or
gives you limited results.
34
It is vital to realize that each of us processes information differently. The world
around us exists for us in our perceptions and memories that can be radically different
for different people. In NLP we talk about «representational» systems. These refer to
the way we «re-present» our external environment in an internal way. We are
bombarded constantly with information and in order to keep from becoming
overwhelmed we have to set up a form of filters. These filters can be put into the main
categories of visual, auditory and kinesthetic, with gustatory and olfactory often
regarded as «sub-filters» of kinesthetic. When we are in a relaxed state we generally
have access to all of our systems. However, in stress situations we tend to use a primary
system and a secondary system in which we perceive process and store information. We
express this thinking in various ways. One of these ways is through our eye movements:
looking up indicates visual accessing of information, looking to the side indicates
auditory accessing, and looking down to our right indicates kinesthetic accessing while
looking down to our left indicates listening to an internal dialogue. In addition, when we
look to our left we are searching for visual or auditory memories and to our right we are
constructing pictures or sounds. (This is true in most right-handed people. Left-handed
people may look to the opposite side for their memories or constructions, although
looking up always indicates a visual search and to the side always indicates an auditory
one.) Michael Grinder, National Director of NLP in Education, compares our brains to a
large filing cabinet in which we have stored information in one of these systems. If
information is immediately present, it is not necessary to search for it. If, however, we
have to recall information which has been stored somewhere in our memories we begin
to search for it. Another person can then observe this search as it is indicated in part by
our eye movements.
Another hint that can help us understand in which system a person is thinking is
the language he or she uses. We can take the neutral question, «Do you understand? »
and ask it in different ways. «Is it clear? » is a visual question, «Does that sound right? »
is auditory and «Do you get it? » is kinesthetic. When we begin to notice the language
35
that we ourselves use and also start listening more carefully to people around us, we can
become aware of these patterns emerging again and again.
We also demonstrate behavioral indications. Visually oriented people learn by
seeing. They often use color-coded systems to help them organize material. They like to
get handouts and need to take notes that they look at after a lecture or speech. They
often remember where they last saw a particular item. They rely on an appointment
book and need to have things written down. They flourish in a visually stimulating
environment. They may, however, have trouble remembering oral instructions. Auditory
people learn by listening and talking. They remember what they have heard. They often
don’t take notes because they prefer to concentrate on the voice and tonality of the
lecturer. They can imitate voices or accents quite well. They love discussions and
remember what was discussed. Sometimes they need to think aloud and talk through
their thoughts. They may also be easily distracted by noise and prefer working alone,
especially during times of high concentration. Kinesthetically oriented people learn by
doing and feeling. They need to try things out for themselves and remember what an
object feels like. These people tend to use gestures and movements while speaking and
have trouble sitting still for too long a period of time. They enjoy the social aspect of
group work. They often play with small objects or doodle during class.
When we can understand the thought processes of another human being, it is
much easier to establish and maintain rapport with this person and to communicate
more elegantly. In addition, it is extremely helpful for an individual to understand his or
her own capabilities and limitations regarding the process and storage of information.
When we have determined for ourselves where our strengths (and weaknesses) lie, we
can begin to gain understanding of how our own thinking processes work as well as
understanding those of people around us.
36
To conclude, NLP has 10 questions as in Appendix A.
People have to answer all questions. Depends on people’s answers we can divide
them into 3 groups. These groups are visual, auditory and kinesthetic.
If a person answers to part 3 from question 1, part 3 from question 2, part 2 from
question 3, part 2 from question 4, part 1 from question 5, part 2 from question 6, part 3
from question 7, part 2 from question 8, part 3 from question 9, and part 1 from
question 10, he or she is Visual.
If a person answers to part 1 from question 1, part 1 from question 2, part 1 from
question 3, part 1 from question 4, part 3 from question 5, part 3 from question 6, part 1
from question 7, part 3 from question 8, part 2 from question 9, and part 3 from
question 10, he or she is Auditory.
If a person answer to part 2 from question 1, part 2 from question 2, part 3 from
question 3, part 3 from question 4, part 2 from question 5, part 1 from question 6, part 2
from question 7, part 1 from question 8, part 1 from question 9, and part 2 from
question 10, he or she is Kinesthetic.
Each part has 1 mark for Auditory, Visual, or Kinesthetic. Each person should
answer all these questions. After this he or she has 3 numbers. He or she has one
number for Auditory, one number for Visual, and one number for Kinesthetic. The
number that is the highest one can help us to decide about this person. In other words,
the highest number shows us this person is Auditory, Visual, or Kinesthetic.
37
Each of these groups has its own personality.
A visual group includes: blackness, bright, clear, colorful, enlighten, focus,
fuzzy, glimpse, gray, hazy, imagine, inspect, ogle, paint, peek, perspective, picture,
pretty, preview, see, seem, sketch, show, vivid, watch, witness, self-image. Visual
phrases include expressions like: seeing eye to eye, point of view, seeing is believing,
keeping an eye out, getting some perspective.
An auditory group includes words like call, click, clash, crash, discuss, harmony,
hear, hum, listen, loud, noisy, quiet, roar, scream, shout, silent, sing, screeching, squeal,
thunderous, told, tune in. Auditory phrases include expressions like talking things over
and harmonize and click. Were either sounding boards for each other or whistling in the
dark. But a few people can listen and lend an ear and I don’t mean to chew it off when
were jawboning but I’m tired of singing the same old tune and humming the and ready
to march to the beat of a different drummer.”
A kinesthetic group includes words like bind, break, cold, cool, dig, feel, firm,
float, freeze, handle, grip, grasp, hurt, nail, painful, pounding, pressure, push, rough,
scratch, solid, squeeze, unravel, warm, wring. Kinesthetic phrases include “I’m trying to
grasp onto something because so that it doesn’t slip through my fingers. Things have
been rough lately and I’ve got no sense the pressure will ease but if it did I fee I’d be on
firmer footing standing my own ground on my own two feet and tackling new problems
with a lot of muscle when push comes to shove.”
38
2.6
ProScan Survey
The ProScan Survey is an instrument designed by Professional DynaMetric
Programs, Inc. (PDP) to measure the major aspects of self-perception, including an
individual’s basic behavior, reaction to environment, and predictable behavior. It was
originally developed beginning in 1976 by Dr. Samuel R. Houston, Dr. Dudley
Solomon, and Bruce M. Hubby, President of PDP, Inc.
The ProScanSurvay is a way for profiling. It can divide customers into five
groups. These groups are Dominance, Extroversion, Pace, Conformity, and Logic.
Dominance
Customers with high scores on this factor are described as concerned about
getting thing done, very competitive, decisive, calculating, and risk takers. Those with
low scores are described as non-confrontive, supportive, cautious, and risk avoiders.
39
Extroversion
Customers with high scores on this factor are described as outgoing, friendly,
optimistic, and persuasive. Those with low scores are described as reserved, quiet, and
introspective in social situations.
Pace/Patience
Customers with high pace/patience scores are described as relaxed, dependable,
likable, and at ease or cooperative with their environment. Those with low pace/patience
scores are described as intense, action–oriented, pressing, spontaneous, and receptive to
change.
Conformity/Structure
Customers with high scores on this factor are described as very precise,
dedicated, careful, and concerned about what is “right.” Those with low scores on this
factor are described as independent, free thinkers, and non-traditional.
40
Logic/Rationale
Customers with high scores on logic/rational are described as fact-oriented and
analytical. Those with low scores are described as feeling-oriented and intuitive.
The results also describing
 Energy level
 Environmental stress
 Direction of stress in behavioral changes
 Energy lost due to stress
 Satisfaction/Morale
 Primary and back-up leadership styles
 Primary and back up communication styles
 Primary and back up approaches to task or goals
 Environmental preferences
 Motivators and demotivators
ProScan has been used in a wide variety of professional settings for assistance in
hiring, motivating, coaching, and managing. Some of the fields in which ProScan has
been used include education, financial services, hotel management, software companies,
and the trucking industry.
The ProScan Survey has sixty questions.
After answering to all these questions each customer has five numbers. One
number is for each part. The highest number shows the personality of this customer.
41
2.7
Soft System Methodology
This methodology has 7 stages. There is one result after each stage. Table 2.1
shows the result from each stage.
Stage
1 and 2
3
4
5
6
7
Stage objective
Draw the riches possible picture of the situation.
Describe the nature of the system.
Produce conceptual model of the system.
Compare conceptual model with actual situation in order to generate debate with
the stakeholders.
Outline possible changes that are desirable and feasible.
Take action based on stage 6.
Table 2.1: Result from each Soft System Methodology stages
SSM was developed in the 1970s by Peter Checkland and others at Department
of Systems, University of Lancaster. The SSM approach stems from the systems
movement, which Checkland see as an attempt to give holistic approaches to problems,
which the traditionally reductionistic approach within natural science has failed to solve.
The systems movement can be located within disciplines as Biology, Ecology,
Economics,
Geography,
Demography,
Management
(Operational
Research),
Engineering, and Cybernetics. The SSM constrains your thinking in order to expand
your thinking.
Checkland distinguish between hard and soft systems thinking within the
attempt to use system concepts to solve problems.
Hard system thinking is identified within Systems Engineering (as the traditional
research strategy or design approach for engineers and technologists) and Systems
42
Analysis (as the systematic appraisal of the costs and other implications of meeting a
defined requirement in various ways).
Hard systems thinking has the starting point in structured problems and the
assumption that the objectives of the systems concerned are well defined and consistent.
The other part is soft system thinking. It has the starting point in unstructured
problems within social activity systems in which there is felt to be an ill-defined
problem situation.
Checkland refers to hard systems thinking as the optimization paradigm while
soft system thinking is referred to as the learning paradigm (SSM, 81, p. 258).
The core of Soft System Methodology is to use and apply systems ideas
developed within hard system thinking in soft situations: in problem solving in the
typically situation where management in an organization wants to improve a situation
and the problems and the situation itself only can be stated in very general and vague
terms. Hence SSM is an approach which in a systematic way tries to establish and
structure a debate concerning actions for improving the problem situation.
SSM is seen as a general problem-solving approach appropriate to human
activity systems, where the starting point of the methodology does not take a problem or
a need as given (SSM, 81, p. 191).
43
SSM is a comparison between the world as it is, and some models of the world
as it might be. It develops specific perspective on the program. After that, it constructs
some models base on these perspectives and then compares these with real life.
SSM has seven stages. Some of them address the real world and the rest address
a conceptual world. Figure 2.4 shows these stages.
44
Figure 2.4: Soft System Methodology stages
45
Stage One and Two: The situation defined
It is in the real world to explore and define the situation in some way. Peter
Chekland said, it is the problem situation but it could be equally program, issue, or the
kinds of world that we use.
In the first stage we do not define the problem but asses the general area that we
need. Also we should find stable (slow-to change) structures and on continuouslychanging processes and the relationship between structure and process. We collect
information as much as we can. After this we can use this information for drawing the
diagrams.
Structure may be examined in terms of physical layout, power hierarchy,
reporting structure, and the pattern of communications both formal and informal.
'Process' may frequently be examined in terms of the basic activities of deciding to do
something, doing it, monitoring both how well it is done and its external effects, and
taking appropriate corrective action. (SSM, 81, p. 166)
The second stage is about expressed in some way. In this part we should draw a
rich picture. Its name is rich picture because of two reasons.
Firstly, the situation needs to be expressed in all its richness. For drawing this
picture we should follow these steps:

Structure

Processes

Climate
46

People

Issues expressed by people

Conflicts
Secondly, the best way of drawing this is in a picture form. After drawing this,
we have some evaluation questions that can help us to evaluate this picture easily.
These evaluation questions are:
What are the keys?
 Structure
 Process
 Climate
 People
 Issues expressed by people
 Conflicts
 How can the situation be expressed in an unstructured form?
Stage Three: Root definition of relevant systems
This stage moves from the real world into the world of system. This is the stage
out of which everything else grows. It is the root definition stage and is the unique and
almost challenging part of the SSM.
47
Following the development of rich pictures of the problem situation the analyst
now chooses one or more short descriptions of the real world to model in the succeeding
stage. This is referred to as root definitions of relevant systems (SSM, 81 pp. 166ff).
The first step is to understand the concept of different perspectives that are
possible for drawing out of the rich picture. Their name is Holons – plausible relevant
purposeful perspectives that can describe the real world activities. This is why Soft
System Methodology is fundamentally evaluative. Each Holon provides a separate
value base by which to evaluate the situation. Trying to address all these perspectives as
a whole is too complex. Clarity is gained by addressing key perspectives separately,
understanding their implication and then using those understanding when seeking to
reintegrate these perspectives into a set of evaluative conclusions and suggesting for
future action.
Now, we select a particular perspective and put it through a very structure and
rigorous model development process. Checkland developed the CATWOE to help us.
We should start from transformation (T) and try to find what is actually
transformed from input to output from this particular perspective?
After finding this we can find the other key elements of the system.
The other key elements of the system are:

Customers

Actors

Transformation
48

Weltanschauung

Owner

Environment
Customer is about who or what are the beneficiaries or victims within and/or
without the system and who are affected by the systems activities.
Actor is about who facilitates the transformation to these customers.
Transformation is about the process by which the inputs to the system are
transferred into defined outputs. In other world, it is about the transforming from start to
finish.
Weltanschauung is about what gives the transformation some meaning.
Owner is about owner to whom the system is answerable and/or could cause it
not to exist.
Environment is about that influences but does not control the system.
CATWOE is important for everything to flow from the transformation. We have
one way to ensure that the CATWOE is correct or no.
49
We should follow these steps:
1.
Transformation
2.
Weltanschauung (this transformation is relevant because…)
3.
Customers
4.
Actors
5.
Owners
6.
Environment
We use the CATWOE to form a statement of a relevant system. Checkland
suggested one way of structuring this statement is:
A system to do X, by Y in order to do Z.
In this stage, first we should have a Holon and after that try to find the
CATWOE. May be we have different CATWOE components or Root Definition in the
same perspective. If we identify service consumers as the customers or funders as the
owner, what would happen to the CATWOE? Also after that, we have different model.
This is why SSM is very iterative approach. We should keep trying things out and see
how that changes your assessment of the situation.
Checkland recommended keeping the element of CATWOE roughly in scale.
For the same Holon an owner could be a particular individual, part of an organization,
an organization as a whole or perhaps an entire sector. These different levels of scale
need to be matched throughout the CATWOE.
50
To evaluate this part we can answer to these questions:
1.
What different ways are there to comprehend this situation?
2.
Within that perspective who could be doing what for whom with
what assumptions in which kind of environment?
Stage four: Development the model
In this stage, we want to use the Root Definition that we draw up a conceptual
model using system conventions.
For each root definition the analyst makes a conceptual model. The conceptual
model is simply the structured set of activities which logic requires in a notional system
which is to be that defined in the root definition. (SSM, 81 p.170).
We have lots of way for doing this but Checkland said there is one way for
beginners.
This way is:
1.
Using verbs in the imperative write down activities necessary to
carry out the Transformation. Aim for 7+2 or 7-2 activities that are at the same
scale.
51
2.
Select activities which could be done at once (not dependent on
others).
3.
Place these activities in a line, and then those that are dependent
on these first activities in a line; continue until all are accounted for.
4.
Indicate the dependencies.
5.
Rearrange to avoid overlapping arrows where possible. Add a
means of assessing performance and include the aspect of the environment
identified in CATWOE.
52
6.
Finally check whether your model demonstrates the following
system properties:
 An ongoing purpose (that may be determined in advance –
purposeful, or assigned through observation - purposive).
 A means of assessing performance.
 A decision of taking process.
 Components that are also systems (the notion of sub-systems).
 Components that interact.
 An environment (with which the system may or may not
interact).
 A boundary between the system and the environment (that may
be closed or open).
 Resources.
 Continuity.
It is better that we do not spend much time in initial model building. Also
Checkland said do not spend much time on this. Instead of this it is better to undertake
the comparison stage, have the discussions, gain insights, and return to the model. As a
result, the SSM process is about cycle of discussion, debate, and learning rather than
producing the ideal solution in the first time. Also the debates and discussions that
surround model building are in some ways more important that the model itself.
For example:

Does the diagram come wholly from the root definition and
CATWOE and no other extraneous features and ideas added? The rigor of the
method depends on this. The modeling process is not an idea generation process
but a logical process of excluding all factors not logically flowing from the
definition.
53

Is the model a system or a collection of boxes with lines between
them? Does the model include all the features that make it describe a system?
Does the system in particular have a means of monitoring, assessing and
responding to its own performance?

For those CATWOE that include multiple items (multiple
Owners) how would the model and definition look if only one was used?

What alternative or additional W’s are there, and what
implications does that have for the defined system and model?

Have you confused context (a description of the particular state of
system or its environment) with environment (factors that interact with the
system but are not part of it)?
To be sure this part is completed in a right way, we have a question:
What are the minimum critical components needed to bring about the desires
impact for each relevant perspective?
The conceptual model is the main product to use in the succeeding stages as the
result of the systems thinking to structure the following debate concerning desirable and
feasible changes. Their purpose is only to generate a high quality discussion with
concerned participants in the problem situation. (SSM, 81 p. 236)
After this stage, we are going to real world so we need to do some things before
that. We should run through process again. We need different CATWOE for doing this.
For example we can have a different owner, different perspective, or different scales. It
can help us to explore what contradictions might be between the models.
54
We do not have to have multiple models but they should be developed
collaboratively with a range of stakeholders.
Stage five, six, and seven: Back in the real world
Now, in these stages we want to compare with reality, insights drawn from that
comparison, and ideas for improvements determined.
Stage five: Compare model and real world
There are four ways for doing this:
1.
Unstructured discussions.
2.
Structured questioning of the model using a matrix approach.
3.
Scenario or dynamic modeling.
4.
Trying to model the real world using the same structure as the
conceptual model.
The second one is the most common. It uses a matrix that looks at each
component of the model and ask:
55
 Does it exist in the real world?
 How does it behave?
 How is its performance identified and measured?
 Is this process any good?
Stage six: Develop desirable and feasible interventions
In this stage the methodology tends to stop being sequential and starts swinging
back and forth through all seven stages of the methodology in order to gain greatest
leverage. On the basis of this analysis possible intervention are explored. Assessing the
feasibility of these interventions are an important aspect of the methodology.
Checkland suggested several ways of doing this:
1.
Run through the model again using different CATWOE, different
perspectives, different scales (model sub-systems)
2.
Undertake different systems based analyses (system dynamics,
CAS, CHAT)
3.
“Owner” analysis. Who fundamentally has the authority to take
4.
“Social system analysis” How do the various roles, norms and
action?
values present in the real world relate to the conceptual model?
5.
being studied?
“Political analysis”. How is power expressed in the situation
56
Run through the model again using different CATWOE, different perspectives,
different scales (model sub-systems):
It is comparing the models of all four possible systems with reality may start to
reveal areas of contraction and synergy that suggest possible strategies.
Undertake alternative system based analyses:
Checkland never regarded his methodology as exclusive. We can combine this
with System Dynamics and Critical System Heuristics for instance.
The owner, social and political analyses:
The Owner, Social system and Political analyses were early additions to the
original methodology and a response to initial criticism that the methodology neglected
the really soft (but of course exceptionally hard) factors that determine implementation.
Checkland argued that these analyses should run parallel to the entire investigation,
informing each step, not just the later ones as described here.
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While the playing with models and comparison with what is actually going on
creates a large range of possibilities, the real whiff of reality comes from the application
of the owner, social and political analyses. These are to some extent the make or break
analyses that test the feasibility of the ideas.
Stage seven: Action to improve the situation
It is the last stage of SSM. The cycle of this methodology is finished in this stage
but maybe the SSM can start a new cycle.
We have some evaluation questions to evaluate:

To what extent does the actual situation match the logic models?

How important are the similarities and the differences? To

From the important similarities and differences, what conclusions
whom?
can we draw about the value or worth of the actual situation and the processes
and procedures that brought about that situation within this context and
environment?

How did social, political and cultural factors assist the similarities
and accentuate the differences? What were the consequences of that? To whom?

What impact did those with power have within the situation?
What conclusions can we draw about their behaviour?

What does this mean for future action?
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It is about implementing a web base system with the best model that was found
in previous part.
2.8
Summary
To conclude, M-business is the new way for transaction. M-business is better
than E-commerce. Because for using and transaction with E-commerce customers have
to have computer but they cannot carry computer anywhere. Transaction with mobile is
easier and safer, as well as being portable. M-business is growing very fast. So
companies need to compete with each other to have more customers. For achieving this,
companies needs to know their customers. Profiling is a good way to do this. If a
company profiles its customers, it can provide better and more appropriate services. As
the result it can attract more customers. Also a company can compete with other
companies with a better knowledge of its customers. For profiling a technique should be
used. Some techniques were explained in this chapter. These are Big Five, NLP, and
ProScan Survey. Also Soft System Methodology is needed. So there are some
explanations about SSM in this chapter.
CHAPTER 3
RESEARCH METHODOLOGY
3.1
Introduction
This chapter will explain about the research methodology and data collection. It
includes the flowchart used to accomplish a set of goals and objectives. This chapter
provides a clear guideline on how the project goals and objectives will be achieved.
Also it includes two questionnaires that should be done. Also explanation about each
one is in this chapter.
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3.2
Research Phases
To achieve the objectives of the research work, the research process is dividing
into four phases which are follows:
Phase one has two parts. First part is about studding M-commerce, M-business,
and stakeholders in Malaysia and Iran. Second part is about studding on methods for
profiling for M-business customers.
Phase two is about deciding which method is more suitable for profiling Mbusiness customers. For this part the questionnaire is to be done. The result of this can
show the best method for profiling.
Phase three is about doing questionnaire with NLP. It can show that how many
of customers are Visual, Auditory, and Kinesthetic.
Final phase is phase four. It is about doing Soft System Methodology and
implementation a proof-of concept web-base system. The result of SSM shows the
current situation.
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3.3
Methodology
For doing this research and following the four phases, a methodology is needed.
The methodology that is going to be used has some parts. These parts are to be done for
achieving the objectives and follow the phases.
Figure 3.1 shows the methodology diagram.
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PHASE 1
Study M-commerce, Mbusiness, and stakeholders in
Malaysia and Iran.
Study on methods for profiling
M-business customers.
PHASE 2
To decide which method is more
suitable for profiling M-business
customers.
Firs Questionnaire with Big
Five, NLP, and ProScan.
PHASE 3
To do questionnaire with NLP.
PHASE 4
To do Soft System Methodology.
To implement a proof-ofconcept web-base system.
Figure 3.1: Methodology Diagram
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First part is about study M-commerce, M-business, and stakeholders in Malaysia
and Iran. This information is in chapter 2. The results of this study are some mobile
services such as Mobile Ticketing, Mobile Vouchers, Mobile coupons and loyalty cards,
Mobile Content purchase and delivery, Location-based services, Information services,
Mobile Banking, Mobile Brokerage, Mobile Auctions, Mobile purchase, Mobile
Advertising, Mobile Payment methods, and Mobile News. There is not any mobile
service in Iran but there are some in Malaysia.
Second part is about study some methods for profiling mobile business
customers. These methods are Data Mining, Big Five, NLP, and ProScan. Also there is
explanation about each method in chapter 2.
Now, which one is better for profiling mobile business customers? For
answering to this question, the polling was done. This polling was done to determine
which profiling method is suitable for M-business and news customers. Three
questionnaires were designed. These are Big Five, ProScan, and NLP. After this, asking
public to respond to these questionnaires was done.
These were done in Malaysia and Iran. The result of the data shows public
prefers to answer to NLP questions.
Next part is about asking public to answer NLP questions. After this, there are
some data from Malaysia and Iran.
The result of this data shows the system of sending news has problem. The Soft
System Methodology is done in this part because it can show the situation. So the
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system needs a technique for profiling mobile business customers and also mass
customization. Because the news that now is sending to customers is not suitable for all
of them. After this the system needs to have a web base that can profile customers for
mass customization.
3.4
Data collection
For doing data collection, questionnaire is to be used.
First questionnaire
First, one questionnaire that was used is the Big Five test. The Big Five is
chosen because it can divide customers to 5 usable groups for mass customization. Also,
it can show the personality of each group of customer. The groups of Big Five are
Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism. Each
group has some personality of people who are in this group.
1. Openness: appreciation for art, emotion, adventure, unusual ideas, curiosity, and
variety of experience.
2. Conscientiousness: a tendency to show self-discipline, act dutifully, and aim for
achievement.
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3. Extraversion: energy, positive emotions, surgency, and the tendency to seek
stimulation and the company of others.
4. Agreeableness: a tendency to be compassionate and cooperative rather than
suspicious and antagonistic towards others.
5. Neuroticism: a tendency to experience unpleasant emotions easily, such as
anger, anxiety, depression, or vulnerability; sometimes called emotional
instability.
The Big Five questionnaire has 120 questions. 120 questions are too much so the
small one should be founded. The other one has 60. Also this one has too many
questions. Finally, a Big Five test with 40 questions was founded. Now, the
questionnaire has 40 questions and respondent should choose one of the three answers
for each question. First answer is accurate. Second one is average. And the last one is
not accurate.
Second questionnaire is for ProScan survey. It can divide customers to five
groups. These groups are Dominance, Extroversion, Pace, Conformity, and Logic.
1. Dominance: Customers with high scores on this factor are described as
concerned about getting thing done, very competitive, decisive, calculating, and
risk takers. Those with low scores are described as non-confrontive, supportive,
cautious, and risk avoiders.
2. Extroversion: Customers with high scores on this factor are described as
outgoing, friendly, optimistic, and persuasive. Those with low scores are
described as reserved, quiet, and introspective in social situations.
3. Pace/Patience: Customers with high pace/patience scores are described as
relaxed, dependable, likable, and at ease or cooperative with their environment.
Those with low pace/patience scores are described as intense, action–oriented,
pressing, spontaneous, and receptive to change.
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4. Conformity/Structure: Customers with high scores on this factor are described
as very precise, dedicated, careful, and concerned about what is “right.” Those
with low scores on this factor are described as independent, free thinkers, and
non-traditional.
5. Logic/Rationale: Customers with high scores on logic/rational are described as
fact-oriented and analytical. Those with low scores are described as feelingoriented and intuitive.
This questionnaire has 60 questions.
Another questionnaire that was used is NLP questionnaire. The NLP can divide
customers to 3 groups. Each group shows the personality of customers who are in this
group. These groups are Visual, Auditory, or Kinesthetic.
1. Visual people learn by seeing. They often use color-coded systems to help them
organize material. They like to get handouts and need to take notes that they
look at after a lecture or speech. They often remember where they last saw a
particular item. They rely on an appointment book and need to have things
written down. They flourish in a visually stimulating environment. They may
have trouble remembering oral instructions.
2. Auditory people learn by listening and talking. They remember what they have
heard. They often don’t take notes because they prefer to concentrate on the
voice and tonality of the lecturer. They can imitate voices or accents quite well.
They love discussions and remember what was discussed. Sometimes they need
to think aloud and talk through their thoughts. They may also be easily distracted
by noise and prefer working alone, especially during times of high
concentration.
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3. Kinesthetically oriented people learn by doing and feeling. They need to try
things out for themselves and remember what an object feels like. These people
tend to use gestures and movements while speaking and have trouble sitting still
for too long a period of time. They enjoy the social aspect of group work. They
often play with small objects or doodle during class.
The NLP test has 10 questions. And each questions has 3 answer that respondent
should choose one of them.
Assigning Respondent
There are three questionnaires QA, QB, and QC. QA is Big Five, QB is
ProScan, and QC is NLP. Now, 100 respondents should be found to answer these
questions. Each respondent has four choices. First one is refuse to answer. Second one
is QA questionnaire. Third one is QB and the last one is QC questionnaire. This test is
done in Malaysia and Iran. In each county, 100 respondents did this.
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Second questionnaire
For the second questionnaire the NLP questionnaire was used. This
questionnaire is the same as the NLP questionnaire in the first questionnaire. This
questionnaire has 10 questions. Each question has 3 answers that respondents should
choose one of them. Each answer relates to one of Visual, Auditory, or Kinesthetic.
These questions are selected from NLP. The results of these questions are tree
numbers. One number is for Visual, the other is for Auditory, and one number is for
Kinesthetic. The highest of these numbers shows that this person is Visual, Auditory, or
Kinesthetic.
Assigning Respondent
100 respondents should be found to answer these questions. These respondents
should be Malaysian and Iranian.
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3.5
Summary
The flowchart shows all parts of doing this project. First part is about study Mcommerce, M-business, and stakeholders in Malaysia and Iran. Second part is about
study some methods for profiling mobile business customers. Next part is about polling.
This chapter has explanation about two questionnaires. First one has three
questionnaires. 100 Malaysian respondents should be found to answer to first
questionnaire. Also the same questionnaire is designed and done in Iran. Second
questionnaire has one questionnaire. Also this questionnaire should be done in Malaysia
and Iran with 100 respondents.
CHAPTER 4
DATA ANALYSIS AND FINDINGS
4.1
Introduction
This chapter is about getting data and analyzing the data. This data is from two
questionnaires that were done in Malaysia and Iran with 100 respondents. First
questionnaire is Big Five, ProScan, and NLP. Second one is NLP. There are some
results after analyzing the data. With this result the best technique for profiling will be
found. Also Soft System Methodology will be used for getting better information about
this situation.
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4.2
First questionnaire
Three questionnaires were adapted from various available tools. First one is Big
Five, second one is ProScan, and third one is NLP. The Big Five has 40 questions. The
ProScan has 60 questions and the NLP has 10 questions. The Big Five questionnaire is
QA. The ProScan is QB and the NLP is QC.
Assigning Respondent
100 respondents answered these questions. These respondents are from Malaysia
and Iran. They are mobile business customers and like to get news by message in their
cell phone because they can be customers for new system in future. They were founded
in Molasadra, Aftab, and Setare Fars shopping building in Iran and in Jusco Taman
Universiti, Jusco Tebrau, and City Square shopping center in Malaysia. They were
chosen from two different countries because the final result can be found after a good
comparison between these two countries. They were chosen by asking two questions.
These questions are “Are you M-business customers?” and “Do you like to receive
news in your cell phone?”. Each respondent has four choices. First one is refuse to
answer any questionnaire. Second one is QA. Third one is QB and the last one is QC.
This test is done in Malaysia and Iran. For each county, 100 respondents did this.
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Data
This questionnaire was done in Malaysia and Iran.
The data from Malaysia is in Appendix B. In this table “0” means the respondent
did not answer to the questions and “1” means the respondent answered to the
questions.
The data from Iran is in Appendix B. In this table “0” means the respondent did
not answer to the questions and “1” means the respondent answered to the questions.
4.3
Second questionnaire
The questionnaire for this part is NLP.
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Assigning respondents
100 respondents should be found to answer this questionnaire. These
respondents are from Malaysia and Iran. This test is done in Malaysia and Iran. In each
county, 100 respondents did this.
Data
The data from Malaysia is in Appendix B. In this table “V” means Visual
customers, “A” means Auditory customers, and “K” means Kinesthetic customers.
The data from Iran is in Appendix B. In this table “V” means Visual customers,
“A” means Auditory customers, and “K” means Kinesthetic customers.
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4.4
Results from first questionnaire
In Malaysia
11 respondents of 100 respondents refused to answer any of these
questionnaires.
16 respondents of 100 respondents preferred to answer the Big Five
questionnaire.
0 respondents of 100 respondents preferred to answer the ProScan questionnaire.
73 respondents of 100 respondents preferred to answer the NLP questionnaire.
Total Respondent
Refused
Big Five
ProScan
NLP
100
11
16
0
73
The results of this are 11% refused to answer, 16% preferred to answer Big Five,
0% preferred to answer ProScan, and 73% preferred to answer NLP.
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In Iran
14 respondents of 100 respondents refused to answer any of these
questionnaires.
12 respondents of 100 respondents preferred to answer the Big Five
questionnaire.
0 respondents of 100 respondents preferred to answer the ProScan questionnaire.
74 respondents of 100 respondents preferred to answer the NLP questionnaire.
Total Respondent
Refused
Big Five
ProScan
NLP
100
14
12
0
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The results of this are 14% refused to answer, 12% preferred to answer Big Five,
0% preferred to answer ProScan, and 74% preferred to answer NLP.
After comparing between the results from Malaysia and Iran, the final results are
calculated.
The final results are 12.5% refused to answer, 14% preferred to answer Big Five,
0% preferred to answer ProScan, and 73.5% preferred to answer NLP.
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The Big Five is one of the best way for profiling customers and mass
customization. Also it can divide customers to 5 parts that are suitable for profiling and
mass customization. As a result, Big Five is a very good way for profiling but only 14%
of customers prefer to answer the Big Five’s questions. 73.5% of customers prefer to
answer the NLP’s questions. NLP has just 10 questions but Big Five has 40 questions so
customers prefer to answer the NLP’s questions.
To conclude, NLP is better than Big Five so this project is continued by using
NLP.
4.5
Results from second questionnaire
In Malaysia
The result is shown in the table. This table is:
All Respondent
100
Visual
Auditory
Kinesthetic
Respondent
Respondent
Respondent
20
39
41
The result of this table is 20% of respondents are Visual, 39% are Auditory, and
41% are Kinesthetic.
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In Iran
The result is shown in the table. This table is:
All Respondent
100
Visual
Auditory
Kinesthetic
Respondent
Respondent
Respondent
18
44
38
The result of this table is 18% of respondents are Visual, 44% are Auditory, and
38% are Kinesthetic.
The final result from two countries is 19% of respondents are Visual, 41.5% are
Auditory, and 39.5% are Kinesthetic.
The final result shows that just 19% of customers are visual. Now a day, news
companies send the news in visual form to the customers. Only 19% of customers like
this type on news. This is a big problem because 81% of customers do not like this. As a
result, they do not pay any money for getting this service.
The result of the questionnaire shows the system of sending news has problem.
It needs a technique for profiling mobile business customers and also mass
customization. Because the news that now is sending to customers is not suitable for all
of them.
The Soft System Methodology should be done for getting more information
about this situation.
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4.6
Soft System Methodology
SSM has seven parts. After using the Soft System Methodology, there is a result
for each part. The SSM is iterative methodology. In other words, it should be repeated
and done again each stage to find the best result.
Stages One and Two: The situation defined
These stages are working in real world. For doing these, first some information
such as information about customers, mobile business companies, news providers, and
kind of news were collected. After that, all this information was put in a picture and
drawn this. This is a rich picture. Figure 4.1 shows this picture.
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Figure 4.1: Rich Picture of an M-Business News Agency
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The right part that shows customers was prepared depends on the final result
from second questionnaire. In the middle, there is the news service that sends news to
customers. In the left part, there is mobile business company and competitors. In the
top, there is news provides. The system was designed depends on current system.
News service sends news in text form to all customers. This kind of message is
suitable just for customer C. The other customers do not like this kind of message
because they are Auditory and Kinesthetic. So they prefer to go to another company or
cancel this service. As a result, the benefit for business owner and mobile business
company is reduced. The solution for this problem is profiling and mass customization.
After this, news service can prepare three different kinds of message for sending news
to three different groups of customers. So, people that are shown in the button of the
picture like to come to this company and get news because they will receive everything
that they want. As a result, the benefit for mobile business company will be increased.
Also this company can get new customers and retain current customers.
Stage three: Root definition of relevant systems
This stage is moved from real world into the world of system. The first step is to
understand the concept of different perspectives that are possible for drawing out of the
rich picture. Their name is Holons. There are some Holons. The best one that has more
relationship with the project should be collected.
The format of Holon is:
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A system to do X, by Y in order to do Z.
Holon is:
A system to do profiling, by NLP in order to do mass customization.
Also a CATWOE is needed. CATWOE is Customers, Actors, Transformation,
Weltanschauung, Owner, and Environment.
The bellow table shows this.
Customers
Mobile business customers.
Actors
Researcher and profiler.
Transformation
Non profiling customers to profiling customers by NLP.
Weltanschauung
Believe that profiling by NLP can give a better mass
customization.
Owner
News and mobile business operators.
Environment
Internet, E-commerce, Demographic, Geographic, Behaviour,
Psycho graphic, and NLP.
Depends on Holon the CATWOE was founded.
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Stage four: Development the model
The Root Definition from previous stage was used to draw a conceptual model.
Six steps were followed to draw this. Figure 4.2shows conceptual model about this
project.
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Figure 4.2: Conceptual Model
84
Stage five, six, and seven: Back in the real world
The results of these stages are comparing conceptual model with actual situation,
possible change or new idea, and taking action based on possible change or new idea.
The current system that mobile businesses are using is getting news from news
provider and sending these to customers in text message. Customers receive the news
but some of them do not read these messages because they do not like to real news in
text message. Perhaps some of them do not have time to read or do not like to read news
in text form. As a result, they do not like this service and after a while the change to
another company or cancel this service. When a company cannot retail customers and
also cannot get new customers, the benefit is going to be reduced. The most important
things in a company are benefit and competition with other company. So it cannot
compete because of benefit and also customers. These problems are occurred because of
lack of information from customers. The company does not get enough information
from customers. As a result, it does not know about customers. Refer to the result from
questionnaire just 19% of customers is Visual. So 81% of customers do not like this
kind of message. They prefer to listen to news or do something such as click on the
news or see a clip of this.
Now, profiling and mass customization can help the company to retail current
customers and also get new customers. The company can profile customers. After this,
it has enough information about customers and can do mass customization. With mass
customization, the company can decide about customers. The company is going to
divide customers to some parts. Refer to NLP company can profile customers to three
parts. After that, it can decide about each part. With using this technique, the company
can retail its customers and also get new customers because customers receive news in
the type than they like.
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For profiling customers and mass customization, the company needs some
special information about customers. The company needs information about
psychographic. When it has this information, it can profile customers. After profiling, it
is going to do mass customization. Refer to the result of questionnaire, for
psychographic information companies can use Neuro-Linguistic Programming (NLP)
technique.
With all these information, the company can divide customers into some parts depends
on:
1.
Geographic
2.
Demographic
3.
Behavior
4.
Psychographic
By using NLP, the company is able to know that what kind of message is
suitable for each customer. The company can make 3 different kinds of message. These
kinds of message are text message, voice message, and multimedia message. There are
3 kinds of customers depends on NLP. First, customers who like to read news. Second,
customers who like to listen to news. Third, customers who like to do something such as
see the picture or clip of news.
The company can have 3 different kind of message for sending news to
customers. As a result, customers receive news in suitable form. Customers like the
company so do not change it. The company can retail customers and get new customers.
Also it can compete with other companies.
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Company can have a system for doing these. This system has two parts. First
one is for getting Simcard. The other part is about news services and customers can
register there for getting news. For registering to get Simcard, customers should
complete forms and answer to some questions. These forms and questions are about
geographic, demographic, and behavior. For registering to get news they should answer
to NLP questions. After this, the system can profile customers and divide them to three
groups. Then, the system can get news from news providers and make three different
type of message for sending news. In this part, the system does mass customization on
news. After that, it sends news to the right customers in right type.
Figure 4.3 shows this system.
Figure 4.3: System Diagram
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4.7
Summary
In this chapter, two questionnaires were done in Malaysia and Iran. First one is
Big Five, ProScan, and NLP. Second one is NLP. Some data was founded after doing
the first one. The result of this questionnaire shows the NLP is the best way for profiling
mobile business customers for mass customization. The result of the second
questionnaire shows, just 19% of customers like to receive news in text. 81% of
customers do not like this kind of message because they are Auditory and Kinesthetic.
As a result, the current system has problem. After this, SSM was used to get better
information about this situation. For profiling mobile business customers for mass
customization company need a system with NLP. There is a diagram for showing this
system.
CHAPTER 5
DISCUSSION
5.1
Achievements
After going through processes such as finding information from internet,
referring to books, find some information about current system, doing questionnaire,
and SSM a basic concept and theory of the research has been identified. Below are some
main findings of the project:
1. Some information about mobile commerce, mobile business, mobile
services, and stakeholders in Malaysia and Iran was founded.
2. Some method for profiling was studied.
3. Finding the problem about sending news to customers.
4. The NLP that is the best way for profiling M-business customers for
mass customization was founded.
5. A system for profiling and mass customization with NLP was proposed.
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5.2
Constraints and Challenges
It is quite challenging to find good information about M-commerce, M-business
and services. Also finding good methods for profiling were not easy.
Doing survey was difficult because the respondent should be mobile customers
and like to get news on mobile. Also it is difficult because it was done in two different
countries. Correcting all questionnaires and getting results were difficult because they
were 100 from each country.
There were some constrains and challenges during the stage one and two of
SSM specially in drawing rich picture. Drawing rich picture is an iterate process so it
took a lot of time to draw the riches possible picture. It is quite hard to find the best
information about Holon and also CATWOE. It is quite challenging to draw the
conceptual model.
Finding a good system that can profile customers for mass customization is quite
difficult.
90
5.3
Recommendations
M-business is a new business in the world so it needs to expand. The
objectives of this project are the beginning of a way to have the new services for
customers. Profiling for mass customization is the new services for customers. It can
help mobile company to get new customers but it needs to continue in some parts
such as:
 Have a complete website for profiling customers and mass
customization.
 Have software that can design three different kind of message for
news.
 Profiling and mass customization also can use for other services such
as advertisement.
5.4
Summary
After finishing this project there are some achievements such as methods for
profiling, the problem of current system, and a solution for this. Also there are some
problems during doing this project such as finding information, doing questionnaire,
and drawing rich picture. There are some recommendations for future such as
software for customization and doing the same thing for other services.
CHAPTER 6
CONCLUSION
Based on the proposed integrated framework and following four phases also
doing methodology, the objectives of this research were achieved. First one is some
information about mobile commerce, mobile business, mobile services, and
stakeholders in Malaysia and Iran. Second one is some method for profiling. These
methods are Big Five, ProScan, and NLP. Third one is the result of first questionnaire.
It shows NLP is the best method for profiling M-business customers. Fourth one is the
result of second questionnaire. It shows 19% of M-business customers like to get news
in text format. So there is a problem because 81% do not like this kind of message. So
the current system has problem and needs a solution. The solution is profiling customers
with NLP and mass customization. The last achievement is a system to profiling Mbusiness customs for mass customization.
In other words, mobile companies get news from news provider and send this to
customers. This news is sending by message. All news is sent in the same format. Refer
to second questionnaire this kind of message is suitable for visual person. Depends on
92
NLP, people are divided to three groups. These groups are Visual, Auditory, and
Kinesthetic. One survey was done in Malaysia and Iran about NLP. The result of
Malaysia shows that 20% of all respondent is Visual and 80% is not Visual. Also the
result of Iran shows that 18% of all respondent is Visual and 82% is not Visual. The
final result shows this kind of message is suitable for 19% of customers. 81% of all
customers do not like to get news in this kind of message. For example, the Auditory
customers like to listen to the news and the Kinesthetic customers prefer to do some
things when they read news such as see a clip or listen to some parts of this news. As a
result there is a problem. This kind of message is suitable just for 19% of customers.
The rest do not like this so they do not want to get this service.
Mobile companies have to find a way to solve this problem. For doing this, they
need to customize news. In other word, they need to have some different kinds of
message for sending news. For doing this, they need to profile customers. They need
some information about customers to profile them. For achieving this information, the
companies need a technique. After finding this information, they can profile customers
and dividing them to some groups. There are three techniques to profiling customers.
First one is Big Five, second one is ProScan, and third one is NLP.
Big Five can divide customers to five groups. This technique is suitable for
profiling and mass customization because each of these groups has special personalities.
These personalities can help company to customize message for sending news to them.
Big Five can divide customers to five parts depends their answers to 40 questions. The
other technique is ProScan. Also this one can divide customers to five groups depend on
answering to 60 questions. There is another technique for profiling. It is NLP. This can
divide customers to three parts depends on their answers to 10 questions.
93
One survey was done in Malaysia and Iran about Big Five, ProScan, and NLP.
There are three questionnaires. First one is Big Five and it has 40 questions. The second
one is ProScan and it has 60 questions. And the last one is NLP and it has 10 questions.
The result of this survey in Malaysia shows 16% of respondent like to answer Big Five
questions, 0% of them like to answer ProScan, and 73% prefer to answer NLP. Also the
result from Iran shows 12% like to answer Big Five, 0% of them like to answer
ProScan, and 74% prefer to answer NLP. The final result shows 73.5% of customers
prefer to answer NLP questions. As a result, although Big Five and ProScan are the
good way for profiling but they have too many questions so customers prefer to answer
to 10 questions instead of 40 or 60 questions.
To conclude depends on willingness of customers to answer the NLP questions
and speed of doing this, NLP is better than Big Five and ProScan for profiling mobile
business customers for mass customization.
94
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Datamonitor, (October 2002) “United States – mCommerce: Market Profile”.
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McGraw-Hill,New York.
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Lehner,Franz.
Mobile Commerce –Strategien, Geschäftsmodell, Fallstudien“,
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JULY, 2009, www.en.wikipedia.org
SEPTEMBER, 2009, www.vaknlp.com
97
Appendix A
Questionnaire
QA
Age:
Gender:
Please answer these questions:
1.
I consider myself a talkative person?
5.
I consider myself an energetic person?
Accurate
Average
Not accurate
Accurate
Average
Not accurate
2.
6.
I consider myself a withdrawn person?
Accurate
Average
Not accurate
3.
I consider myself a bold person?
Accurate
Average
Not accurate
Accurate
Average
Not accurate
7.
I consider myself a bashful person?
Accurate
Average
Not accurate
I consider myself a shy person?
Accurate
Average
Not accurate
8.
4.
I consider myself a quiet person?
I consider myself an extraverted
person?
Accurate
Average
Not accurate
98
9.
I consider myself a sympathetic
person?
Accurate
Average
Not accurate
14. I consider myself a cooperative person?
Accurate
Average
Not accurate
15. I consider myself a distant person?
10. I consider myself a harsh person?
Accurate
Average
Not accurate
Accurate
Average
Not accurate
16. I consider myself a cold person?
11. I consider myself a kind person?
Accurate
Average
Not accurate
Accurate
Average
Not accurate
17. I consider myself a rude person?
12. I consider myself a complex person?
Accurate
Average
Not accurate
Accurate
Average
Not accurate
18. I consider myself an orderly person?
13. I consider myself a warm person?
Accurate
Average
Not accurate
Accurate
Average
Not accurate
99
19. I consider myself a careless person?
Accurate
Average
Not accurate
20. I consider myself a systematic person?
Accurate
Average
Not accurate
21. I consider myself an inefficient person?
Accurate
Average
Not accurate
22. I consider myself a practical person?
Accurate
Average
Not accurate
23. I consider myself a sloppy person?
Accurate
Average
Not accurate
24. I consider myself a disorganized
person?
Accurate
Average
Not accurate
25. I consider myself an efficient person?
Accurate
Average
Not accurate
26. I consider myself an envious person?
Accurate
Average
Not accurate
27. I consider myself a relaxed person?
Accurate
Average
Not accurate
28. I consider myself a moody person?
Accurate
Average
Not accurate
100
29. I consider myself a touchy person?
Accurate
Average
Not accurate
30. I consider myself a jealous person?
34. I consider myself an imaginative
person?
Accurate
Average
Not accurate
35. I consider myself a deep person?
Accurate
Average
Not accurate
Accurate
Average
Not accurate
31. I consider myself a mellow person?
36. I consider myself an average person?
Accurate
Average
Not accurate
32. I consider myself a temperamental
person?
Accurate
Average
Not accurate
33. I consider myself a fretful person?
Accurate
Average
Not accurate
Accurate
Average
Not accurate
37. I consider myself a philosophical
person?
Accurate
Average
Not accurate
38. I consider myself a creative person?
Accurate
Average
Not accurate
101
39. I consider myself an intellectual
person?
Accurate
Average
Not accurate
(webspace.ship.edu/cgboer/bigfiveminitest.html)
40. I consider myself an ordinary person?
Accurate
Average
Not accurate
Thank you
102
QB
Age:
Gender:
Please answer these questions:
1.
I consider myself a trustworthy person?
Accurate
Average
Not accurate
2.
Accurate
Average
Not accurate
6.
I consider myself anesteemed person?
Accurate
Average
Not accurate
I consider myself a spirited person?
Accurate
Average
Not accurate
4.
I consider myself an individualistic
person?
I consider myself a gentled person?
Accurate
Average
Not accurate
3.
5.
I consider myself anunderstanding
person?
Accurate
Average
Not accurate
7.
I consider myself anearnest person?
Accurate
Average
Not accurate
8.
I consider myself a compassionated
person?
Accurate
Average
Not accurate
103
9.
I consider myself a convincing person?
Accurate
Average
Not accurate
10. I consider myself a bold person?
Accurate
Average
Not accurate
15. I consider myself a shy person?
Accurate
Average
Not accurate
16. I consider myself a compelling person?
Accurate
Average
Not accurate
17. I consider myself a calm person?
11. I consider myself a precise person?
Accurate
Average
Not accurate
Accurate
Average
Not accurate
18. I consider myself a daring person?
12. I consider myself anadaptable person?
Accurate
Average
Not accurate
13. I consider myself anorganized person?
Accurate
Average
Not accurate
19. I consider myself a spontaneous
person?
Accurate
Average
Not accurate
Accurate
Average
Not accurate
14. I consider myself anaggressive person?
20. I consider myself anoutgoing person?
Accurate
Average
Not accurate
Accurate
Average
Not accurate
104
21. I consider myself a fussy person?
27. I consider myself a pleasant person?
Accurate
Average
Not accurate
Accurate
Average
Not accurate
22. I consider myself a talkative person?
Accurate
Average
Not accurate
28. I consider myself a conventional
person?
Accurate
Average
Not accurate
23. I consider myself a demanding person?
Accurate
Average
Not accurate
29. I consider myself a warm person?
Accurate
Average
Not accurate
24. I consider myself anindustrious
person?
Accurate
Average
Not accurate
25. I consider myself a generous person?
Accurate
Average
Not accurate
26. I consider myself a careful person?
Accurate
Average
Not accurate
30. I consider myself anefficient person?
Accurate
Average
Not accurate
105
31. Others expect you to be a stable
person?
36. Others expect you to be a dedicated
person?
Accurate
Average
Not accurate
Accurate
Average
Not accurate
32. Others expect you to be a sympathetic
person?
37. Others expect you to be a charming
person?
Accurate
Average
Not accurate
Accurate
Average
Not accurate
33. Others expect you to be a persistent
person?
38. Others expect you to be a complicated
person?
Accurate
Average
Not accurate
34. Others expect you to be an agreeable
person?
Accurate
Average
Not accurate
35. Others expect you to be a lively
person?
Accurate
Average
Not accurate
Accurate
Average
Not accurate
39. Others expect you to be a self-assured
person?
Accurate
Average
Not accurate
40. Others expect you to be a cheerful
person?
Accurate
Average
Not accurate
106
41. Others expect you to be a dependent
person?
46. Others expect you to be a tolerant
person?
Accurate
Average
Not accurate
Accurate
Average
Not accurate
42. Others expect you to be a nice person?
47. Others expect you to be a fearless
person?
Accurate
Average
Not accurate
43. Others expect you to be a congenial
person?
Accurate
Average
Not accurate
44. Others expect you to be an adventurous
person?
Accurate
Average
Not accurate
Accurate
Average
Not accurate
48. Others expect you to be an optimistic
person?
Accurate
Average
Not accurate
49. Others expect you to be a charitable
person?
Accurate
Average
Not accurate
45. Others expect you to be an enthusiastic
person?
Accurate
Average
Not accurate
50. Others expect you to be a brave
person?
Accurate
Average
Not accurate
107
51. Others expect you to be a persuasive
person?
56. Others expect you to be a controlling
person?
Accurate
Average
Not accurate
Accurate
Average
Not accurate
52. Others expect you to be a loyal person?
57. Others expect you to be a soft-hearted
person?
Accurate
Average
Not accurate
53. Others expect you to be a deliberate
person?
Accurate
Average
Not accurate
54. Others expect you to be an outstanding
person?
Accurate
Average
Not accurate
55. Others expect you to be an impulsive
person?
Accurate
Average
Not accurate
Accurate
Average
Not accurate
58. Others expect you to be a systematic
person?
Accurate
Average
Not accurate
59. Others expect you to be a good-natured
person?
Accurate
Average
Not accurate
60. Others expect you to be an analytical
person?
Accurate
Average
Not accurate
(www.smaconsulting.net/products/PDP%20form.pdf)
Thank you
108
QC
Age:
Gender:
Please answer these questions:
1.
Your main interests:
5.
You know fine wines.
You are talented working with your
You watch each other carefully.
You pet them affectionately.
You play with them while talking to
hands.
You prefer taking souvenir photos.
2.
Your sense of humor:
them.
6.
Sarcastic.
Subtle.
Sometimes mocking.
3.
The image you want to project:
When you don't want to do anything:`
You listen to a CD or to the radio.
You watch television or read
magazines.
You watch television or read
magazines.
Your negative characteristics:
To be a pushover.
To be selfish.
To be rigid.
7.
Well spoken and trustworthy.
Sane with balanced interests.
Wise from life's experiences.
4.
In general with pets:
Your influence:
You are persuasive.
You engage people's feelings.
You present an attractive image.
8.
To make you a new friend:
You are sweet and charming.
You are funny and make them laugh.
You compliment them and are
solicitous.
109
9.
For you, a good film must:
Make you dream.
Be intelligent.
Be a beautiful spectacle.
10. Your friends like you because:
You entertain them.
You help them to relax.
They have great conversations with
you.
(www.vaknlp.com/vak.htm)
Thank you
110
Appendix B
DATA
Data from Malaysia in first survey
Respondents QA
QB
QC
1.
0
0
1
2.
0
0
1
3.
1
0
0
4.
0
0
1
5.
0
0
1
6.
0
0
1
7.
0
0
1
8.
1
0
0
9.
0
0
1
10.
0
0
1
11.
0
0
1
12.
0
0
1
13.
1
0
0
14.
1
0
0
15.
1
0
0
16.
0
0
1
17.
1
0
0
18.
1
0
0
19.
0
0
0
20.
0
0
1
21.
0
0
1
22.
0
0
1
23.
0
0
1
24.
1
0
0
25.
0
0
0
26.
1
0
0
27.
0
0
0
28.
0
0
1
29.
0
0
1
30.
0
0
0
31.
0
0
1
32.
0
0
0
33.
0
0
1
34.
1
0
0
35.
0
0
0
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50.
51.
52.
53.
54.
55.
56.
57.
58.
59.
60.
61.
62.
63.
64.
65.
66.
67.
68.
69.
70.
71.
1
0
0
0
0
1
1
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
1
1
0
0
0
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
0
0
1
1
1
1
1
1
1
1
1
111
72.
73.
74.
75.
76.
77.
78.
79.
80.
81.
82.
83.
84.
85.
86.
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
1
1
1
1
1
1
1
1
1
1
1
1
0
1
87.
88.
89.
90.
91.
92.
93.
94.
95.
96.
97.
98.
99.
100.
0
1
1
0
0
0
0
0
0
0
0
0
0
0
16
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
0
1
0
0
0
0
0
0
0
1
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
1
1
1
1
1
1
1
1
1
73
Data from Iran in first survey
Respondent
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
QA
QB
0
0
1
0
0
0
0
1
0
0
0
0
1
0
0
0
1
1
0
0
QC
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
1
0
1
1
1
1
0
1
1
1
1
0
0
0
1
0
0
0
1
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
1
1
1
0
0
0
0
1
1
0
1
0
1
0
0
0
1
1
1
0
0
112
42.
43.
44.
45.
46.
47.
48.
49.
50.
51.
52.
53.
54.
55.
56.
57.
58.
59.
60.
61.
62.
63.
64.
65.
66.
67.
68.
69.
70.
71.
1
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
0
1
1
1
1
1
1
1
1
1
1
72.
73.
74.
75.
76.
77.
78.
79.
80.
81.
82.
83.
84.
85.
86.
87.
88.
89.
90.
91.
92.
93.
94.
95.
96.
97.
98.
99.
100.
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
1
0
0
0
0
0
0
0
0
0
0
0
12
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
1
1
1
1
1
1
1
1
1
1
1
1
0
1
0
0
0
0
1
1
1
1
1
1
1
1
1
1
74
113
Data from Malaysia in second survey
Respondents
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
V, A, or K
A
A
V
K
V
A
A
K
V
A
A
K
K
A
A
K
V
K
A
V
V
V
A
K
A
K
A
A
V
K
A
A
A
K
K
K
K
V
K
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50.
51.
52.
53.
54.
55.
56.
57.
58.
59.
60.
61.
62.
63.
64.
65.
66.
67.
68.
69.
70.
71.
72.
73.
74.
75.
76.
77.
78.
79.
V
A
A
K
V
V
A
K
K
K
A
A
K
A
A
V
K
K
A
A
A
K
K
A
A
A
K
K
K
V
V
K
K
K
K
K
K
K
V
A
114
80.
81.
82.
83.
84.
85.
86.
87.
88.
89.
90.
K
A
K
A
A
V
V
K
A
A
K
91.
92.
93.
94.
95.
96.
97.
98.
99.
100.
K
V
K
A
K
V
K
A
A
A
Data from Iran in second survey
Respondents
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
V, A, or K
K
K
K
K
K
A
V
A
A
K
V
V
V
A
A
A
K
K
K
K
K
K
K
24.
25.
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
A
A
A
K
K
K
K
A
V
A
V
A
K
V
K
K
A
A
A
A
A
K
A
A
115
48.
49.
50.
51.
52.
53.
54.
55.
56.
57.
58.
59.
60.
61.
62.
63.
64.
65.
66.
67.
68.
69.
70.
71.
72.
73.
74.
A
V
K
A
K
K
A
V
K
K
K
V
V
V
A
A
A
K
V
A
K
K
K
A
A
A
A
75.
76.
77.
78.
79.
80.
81.
82.
83.
84.
85.
86.
87.
88.
89.
90.
91.
92.
93.
94.
95.
96.
97.
98.
99.
100.
A
A
A
V
V
A
K
V
A
A
K
K
V
A
A
A
A
A
A
K
K
V
K
A
A
K
116
Appendix C
Result of Questionnaire
First Survey
Refused
Big Five
ProScan
NLP
Second Survey
Visual
Auditory
Kinesthetic
117
Appendix D
Web Site
118
119
120
121
122
123
124