Consideration about Successful Introduction of Smartcard: A Comparative Case Study of IC Card Business in Shikoku

Shiro Uesugi

《創業管理研究》 2卷2期 (2007/06) Pp. 95-126

https://doi.org/10.30132/JER.200706.0006

並列摘要

Smartcards used in public transportation services in Japan now is more than e-Ticket; it works as e-Money and provides strong marketing tool. Railway operators are in a position to utilize the smartcard in restructuring their transportation business by reducing personnel expense, and increasing services to riders. Bound with the function of e-Money, and/or loyalty program (a points program) embedded in the smartcard pass, the benefits are not limited to restructuring but also expanding the scope of businesses. For example, Kotoden in Kagawa, a small rural regional railway operator, intends to utilize the IruCa smartcard system for the benefit of the regional economy. Iyotetsu in Matsuyama, another local operator in Shikoku, is using the IC e-Card as to collect marketing information for its subsidiary department store. This paper discusses factors for the successful introduction of smartcard. A comparative analysis about Kotoden and Iyotetsu is used for this purpose.

並列關鍵字

Smartcard ； e-Money ； Loyalty Program ； Felica ； NFC ； Electronically Registered Account Receivables