O2O 최근 동향(Nipa)

. O2O

ICT Spot Issue 2014-10

1. O2O

2. O2O

3.

4.

Institute for Information & communications Technology Promotion

ICT Spot Issue

ICT SPOT ISSUE . O2O

17

1 O2Oo , O2O(Online-to-Offline/Offline-to-Online)

,

O2O

O2O

2015 10 8 O2O ()

o O2O

. , ,

, GPS O2O

. (IoT) O2O

[ II-1] /

: Gartner, 2014.2Q., Strategy Analytics, 2014.7.

ICT SPOT ISSUE . O2O

18

2 O2O o O2O O2O

, DB

DB ( , , , )

O2O ,

O2O

O2O O2O

Online to Offline

- SMS

,

-

, ( )

- :

-

( ,

)

- : Site to Store

Offline to Online

- , QR

-

: (2013.6.)

ICT SPOT ISSUE . O2O

19

3 o O2O , ,

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:

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2:

,

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)

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ICT SPOT ISSUE . O2O

20

o O2O

, SK, O2O

(SK) 6 O2O OK (Syrup)

8 ' ' . 30 23

,

SK (Shopkick)

, , , O2O . 14 1 2,000

. 150 ,

()

()

() O2O SPC

SPC( ) SPC

() O2O , O2O

1:1

O2O

ICT SPOT ISSUE . O2O

21

O2O

,

,

-

-

-

- 1 ( 10 )

,

,

- GPS (call)

-

- , ,

- ,

/

- 250

-

()

- ( )

70%

- , , ,

- . ,

:

o , , O2O

, O2O M&A

() 2013 9 O2O

1 20% O2O . 6 9,200 26% . O2O

2013 4, () 1,600 2,300 , 1 30

() 2013 9, O2O O2O

ICT SPOT ISSUE . O2O

22

O2O

2014 4 1,500 () 1,000

3,000 , 1 50 . 2014 100 1 100

6 7,500 58

,

() O2O ''(iBeacon) 254 150

(BLE: Bluetooth Low Energy, Bluetooth 4.0) (Beacon) BLE O2O ( )

() ''(Nearby) 3

() Site to Store Pick up Today . Pay with Cash

,

() 11

, , TV , PC .

() 2012 12, 3 (LINE@)

()

ICT SPOT ISSUE . O2O

23

( ) ,

O2O

SNS( )

- ,

- : , Viva Japan, Partner Categories, Tab, FourSquare

- , (gift)

- : (giftee), Mixi Birthday, Happy Flower, Beer to Friends

( )

- .

. ,

- : , (shareee), PONiTS

-

.

- : Line , Line@, Smapo, UBIRA, Passbook, RecoCheck

EC

( ,

)

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- : R, , JAL

- EC

- : , ,

: , 2013.6.

o

O2O ,

/, , DB , (GPS, Cellular Network, Wifi)

Micro Location

Micro Location NFC, QR , (BLE: Bluetooth Low Energy, Bluetooth 4.0) (Beacon) BLE O2O

ICT SPOT ISSUE . O2O

24

Micro Location

NFC/RFID QR Code BLE Beacon/iBeacon

Blutooth LE

NFC & +

( )

+

( )

Blutooth 4.0

cm cm~m cm~ m cm

.

.

20~40%

: Digieco, 2014.7.24.

BLE , GPS

BLE 4.0

Apple Paypal iBeacon , BLE O2O

SK 5 , 4 . (WIZTURN)

(Indoor Location Platform)

SK

(pebBLE)-

- ,

(marBLE)-

- ,

(nimBLE) - ,

(treBLE) - ,

:

ICT SPOT ISSUE . O2O

25

BLE

NFC/QR

()

BLE , ,

O2O

/

(YAP)

-

, , ,

- .

,

-

- 10 CU, LG , AK, , TGIF,

, 1

-

- ,

- MAP, POI

- 9

-

-

- 15,000~20,000 600

- ( )

(Wi-Fi)

- , , , ,

- 10 200 ( 60 ), 300 ,

O2O

(waasup)

- (AP)

- Wi-Fi (OS)

- Wi-Fi ,

, ,

,

:

ICT SPOT ISSUE . O2O

26

o

300 . 30 10% , O2O (, 2014.8.)

, 2013 38.5 , O2O

, Nomura Research O2O 2011 24 2017 51

2012 986 RMB 2015 4,188 RMB (Kotra, ())

[ II-2] , O2O

< > < >

: NRI, 2013.1., Kotra(http://www.globalwindow.org), 2014.4.

ICT SPOT ISSUE . O2O

27

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O2O . O2O

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ICT SPOT ISSUE . O2O

28

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