Asanee Kawtrakul et al.
3. Value proposition with new service offering: Context‐aware services
In this section, we propose a method of driving connected government in designing context‐aware services, and stimulating widespread adoption of e‐services by using benefits realization as a marketing strategy.
3.1 Multi‐sector engagement with marketing strategies
In order to drive connected government, realizing benefits of implementation requires cooperation and coordination among a wide variety of participants across an organization. This paper focuses on two benefit realizations: one for service providers who must ensure that their investment in e‐services implementation should be spent wisely and is worthwhile, the other for service consumers where quality of e‐services is needed. Citizen‐empowerment for self‐services will help reduce agencies’ operating budgets while increasing public satisfaction.
Since marketing is the process of communicating the value of a product or service to customers, Figure 3 shows the key partners involved in optimizing our business model, reducing risk and acquiring resources. Mr. Cyber‐Brain, a farmer, is an important person who needs to be well‐trained for stimulating widespread adoption of e‐services, and also for data gathering. With effective communication and promotion strategies, multi‐sectors consisting of local government, experts who provide knowledge, farmers, and officers of agricultural cooperatives could co‐create business services with a value chain as shown in Figure 2.
Figure 3: Multi‐sector engagement is one of the key success factors of co‐created service innovation
3.2 Service design and context‐aware services
A context‐aware service is a type of smart service that can be automatically processed according to various situations and information. For example, in agricultural environments, factors may be a plant’ s rate of growth, the amount of sunshine, the weather, relative humidity or the indoor temperature of greenhouses, and so on. These contextual factors represent important service execution information for disease control, smart cultivation or fertilizing in an agriculture environment. Therefore, context‐aware services for agriculture can consider such factors within the agricultural environment using any work automation model.
Figure 4 illustrates the conceptual idea of how context‐aware services could realize benefits for farmers:
• Context: For example, the stage of rice growth analyzed from satellite data and verified by Mr. Cyber‐ Brain, water resources, weather, humidity, etc.( Nagai et al., 2009).
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