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Mobile Shopping of Electronically Referenced Products

Objective

MyGROCER's main objective is to introduce advanced B2C oriented E-services upon intelligent mobile access devices, enabling full interactivity, personalization and automation of home replenishment activities for products in the grocery retail sector with clear future extent to the retailing sector in general. To this end, it will develop the necessary infrastructure for the products, the supermarkets and the "smart" homes, and a supportive mediation platform that will act as the gateway between retailers and consumers, providing personalized services to consumers and advanced marketing facilities to retailers.

Objectives:
MyGROCER aims to exploit the opportunities that emerging telecommunication and electronic commerce technologies (e.g. WAP, WML, GPRS) and automatic product identification technologies offer to the retail sector. It will contribute to the economic development of the Community by providing means for mass adoption of Business-to-Consumer (B2C) E-Commerce in the retail sector. Innovative home replenishment methods will provide significant value to consumers' everyday life. The project is introducing value-added services over the next generation access medium of e-Business i.e. Mobile Networks in order to exploit the high penetration of mobile communications in Europe and bring closer in the digital economy persons not familiar with computers. My Grocer's main objective is to introduce advanced B2C oriented E-services upon intelligent mobile access devices, enabling full interactivity, personalization and automation of home replenishment activities for products in the grocery retail sector with clear future extent to the retailing sector in general. To this end, it will develop the necessary infrastructure for the products, the supermarkets and the "smart" homes, and a supportive mediation platform that will act as the gateway between retailers and consumers, providing personalized services to consumers and advanced marketing facilities to retailers.

Work description:
The project will realize a fundamental transformation in the way people buy goods and companies promote products, to satisfy two types of objectives:
- Efficient home shopping with filtering and recommendation capabilities, to the extent of automatic home replenishment opportunities.
- Provision of targeted and intelligent promotion techniques based on consumers preferences. To this end, it will develop the necessary infrastructure for the products, the supermarkets and the "smart" homes, and a supportive mediation platform that will act as the gateway between retailers and consumers, providing personalized services to consumers and advanced marketing facilities to retailers and suppliers.

Thus, the main scientific and technological objectives of MyGROCER can be summarized as follows:
-The design and development of the required infrastructure (e.g. smart tags for the products, appropriate receivers, transmitters) - for supermarkets and homes- that will be used in order to enable the home replenishment schema.
- Identification of the architecture and introduction of the platform that will act as the gateway among suppliers, retailers, households and consumers on the move. Emerging relationships and new business models will be examined in order to make out the most appropriate for all parties involved.
- Development of models for consumers behaviour analysis and profiling, for the provision of personalized services, recommendations and value added services according to personal needs. Consumer Right Protection principles according to EU data protection legislation will be taken into account, and self-regulatory schemes for consumer to business relationships will be examined.
- Exploration of interoperability and convergence of Internet technologies with mobile infrastructures Identification of the capabilities of mobile networks for eCommerce services and suggestions for future developments and extensions in order to ensure the viability of mobile eCommerce
- Execution of in-field trials and evaluation the technical and commercial advances and constraints of the proposed architecture.

The methodology followed for the achievement of the project's objectives involves the requirements elicitation and gathering both from the end-users, domain experts, and surveys on particular aspects of the retail domain. Then, follows the specification of an overall system architecture (although formally not a natural outcome of the incremental development process methodology) and the initial design of its relevant components. The end of the initial designs will be accompanied with the delivery of a mock up demo, that will presented to the users in order to validate the specification choices, and demonstrate the user functions. The user assessment about this demo will provide early feedback for the implementation and design process of the MyGROCER prototypes. The whole process will lead, to the implementation of an initial prototype and its evaluation through the end-user involvement. Finally a new iteration of re-design and implementation activities will take place taking into account the evaluation results of the initial prototype and the same time the demands of the market stemming from the marketing activities scheduled in the project, leading to the final implementation of the MyGROCER system and the definition of the plan for its commercialisation. First steps for the deployment of the results, such as demonstrations and information dissemination are already planned to take place during the project lifetime, but the consortium is conscious that the exploitation of a research project must cope with a number of constraints such as finance, legislation, marketing and distribution to be able to become a successful commercial product.

Milestones:
Milestone 1 [month 9]: Functional specification and design of initial MyGrocer prototype & market analysis.
Milestone 2 [month 12]: Delivery of initial MyGrocer prototype & 1st draft of Exploitation plan.
Milestone 3 [month 18]: Delivery of the final MyGrocer prototype & 2nd draft of consortium's exploitation plan.
Milestone 4 [month 20]: MyGrocer Technology Implementation Plan
The software platform (version 1.0) is online (since July 1st, 2002) as of specifications at http://torii.info

Funding Scheme

CSC - Cost-sharing contracts

Coordinator

POULIADIS ASSOCIATES CORP
Address
Sigrou Avenue 142
17671 Athens
Greece

Participants (7)

ATLANTIK SUPER MARKET S.A.
Greece
Address
516 Vouliagmenis Ave
17456 Athens
ATMEL HELLAS S.A.
Greece
Address
Patras Science Park, Stadiou Str., Platani
26500 Patras
HELSINKI UNIVERSITY OF TECHNOLOGY
Finland
Address
Otakaari 1
02015 Espoo
NOKIA OYJ
Finland
Address
Keilalahdentie 4
02150 Espoo
PROCTER & GAMBLE HELLAS S.A.
Greece
Address
Syngrou Avenue 165
17121 Athens
RESEARCH CENTER OF THE ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
Greece
Address
46, Kefallinias Street
11251 Athens
UNISYS BELGIUM SA
Belgium
Address
Avenue Du Bourget 20
1130 Bruxelles