Chunghwa Telecom has implemented the 4G Broadband Smart City Subsidy Program of the Industrial Development Bureau, Ministry of Economic Affairs since March 2015; and its Smart Shopping District Program involves collaboration with 11 cities and counties that have 4G mobile broadband integration IoT smart networking application services well established in the specialty shopping districts, malls, and stores.

The Smart Shopping District Program took advantage of the 4G mobile broadband, low latency, and real-time transmission trends, the popularity of the smart Bluetooth mobile devices as well as universal Wi-Fi hotspots in stores, malls, and commercial areas. The Beacon smart push, dual screen interaction, and NFC secure transaction features are integrated to provide mobile micro-positioning push, AR mobile navigation, AR recognition interaction, LBS smart push, mobile digital content, mobile payment, electronic wallet, mobile citizen card, and mobile APP O2O smart services to facilitate shopping, purchase, and consumption conveniences in these shopping districts.

This service can attract and gather consumers at key traffic strongholds such as airports, bus stations, MRT stations, transfer stations, and shopping district entrances. Consumers can use the Fun Taiwan APP to learn about the traffic, parking, and nearby attraction related information for specific shopping districts in advance; receive instant store promotion push notifications upon arriving at the transportation stronghold or shopping district entry; and use the AR augmented reality navigation service to quickly guide the consumers to the stores and increase the guest rate. The AR recognition interaction ads, interactive sensing signage, and push notifications can attract consumer purchases as well as increase the conversion rate. The services also include consumer shopping, experience, and consumption bonus point collection that can inspire the consumers to buy more and increase the price per customer. Consumers can use the mobile citizen card to facilitate payment and consumption, and connect to the mobile store to enjoy the home delivery services.

Chunghwa Telecom has started its negotiations with the city and county governments to integrate the unique features of the local shopping districts with the smart shopping and consumer services since 2015 in order to attract tourists to visit the shopping districts for consumption as well as sightseeing and help these areas to flourish. The program involves collaboration with 11 cities and counties from March 2015 to June 2017, and has been successfully incorporated into 29 shopping districts in 2016. A total of 34 O2O field demonstrations are expected to be completed in Taiwan in 2017, which will bring benefits to the government, people, and industry as follows:

Benefits to the government: Develop the unique features of the local shopping districts, connect with government policies, and enhance the governance satisfaction rate. Collaborate with city and county governments to apply for ICF Smart City Awards. Assisted New Taipei City, Taoyuan City, and Hsinchu County in 2015; Chiayi City, Keelung City, and Taoyuan City in 2016 to enter the Smart 21 Intelligent Community list.

Benefits to the shopping districts/stores: Drive the shopping service industry developments for the retail, catering, and tourism. Successful service incorporation of 2,800 stores is anticipated by 2017, and the successful cases will be replicated and promoted to shopping districts in other cities and counties in order to establish a smart shopping services ecosystem for the nation.

Picture 1. Fun Taiwan APP、Coupon、Beacon ads pushing service


Picture 2. promoting event

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