Smart Card Product Development in an Internet-Based CRM Environment

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2 Smart Card Product
Development in an
Internet-Based CRM Environment









Abstract Smart cards have been successfully deployed in Europe
and Asia. The European Community considers them
imperative and is funding 65 card development
projects. In the US, however, the cards hold less
interest and have been less successful.

Technology diffusion research indicates social learning
is critical to adoption. A small cadre of early adopters,
through visible daily use of new products, creates a
perception among other consumers that new products
are beneficial and desirable.

This study developed and deployed the Sony Wave
Smart Card, a Sony FeliCa-based technology smart
card Customer Relationship Management (CRM)
application. The study involved US early adopters,
30% of whom adopted and sustained use of the card
for six months. These early adopters appear prepared
to seed the market. The paper describes the product
development and research methods used in this study
and the potential to deploy the product into a high
density social environment with desirable applications
to stimulate broader adoption.
Keywords Concept Design, CRM, FeliCa, Handheld Devices and
Mobile Computing, Marketing / Market Research, Pat OBrien
Dallas, TX 75225 USA
epob@hotmail.com

Laith Murad
Brierley & Partners, LLP
8401 N. Central Expressway
Suite 1000
Dallas, TX 75225 USA
lmurad@brierley.com

Simon Gibbs
US Advanced Technologies Center
Sony Electronics Inc.
3300 Zanker Road
San Jose, CA 95134 USA
simon@arch.sel.sony.com

Richter Rafey
US Advanced Technologies Center
Sony Electronics Inc.
3300 Zanker Road
San Jose, CA 95134 USA
rafey@arch.sel.sony.com
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