Within the IoT scope, a new application named ‘object hyperlinking’ has evolved. Object hyperlinking is the pervasive presence of different things or objects identified by tags, sensors, and mobile phones that can interact with each other as well as with their neighbors through unique addressing schemes for business purpose. Enabled by Automatic Identification and Data Capture (AIDC) technologies such as QR code and NFC, object hyperlinking services make it possible link any object or location to a more comprehensive and editable information. While tagging technologies have good prospects to offer more opportunities in a company’s interaction with its consumers, how this capability can be best applied and what innovative business services be created with object hyperlinking remain to be discovered. This study surveys and examines 76 projects of object hyperlinking in Taiwan and provides a framework to figure out business value and issues of object hyperlinking along the five stages of a consumer buying decision process. Based on the functionality and purpose of object hyperlinking services, this framework is conducted in dimensions of value creation, value orientation, functionality, key factor and challenges, key activities within organization, and managerial issues concerned. Some innovative business models enabled by object hyperlinking will also be introduced. The research results found that only when the information gathered by identified objects is used, analyzed, and distributed into wide business activities in term of marketing, customer service and firm level strategy planning, the effectiveness and value of object hyperlinking services can be realized at its maximum. The integration across different consumer buying decision process is also important. The more applications of object hyperlinking in different buying decisions, the more benefits will be created for customers. Managers can use the list of dimensions proposed in the framework to develop rich IoT business from enhancing service operations with object hyperlinking.
Chen, Jessica H.F. and Fu, Jen-Ruei, "Creating Value By Object Hyperlinking Along The Consumer Buying Decision Process In The IoT Era" (2015). ICEB 2015 Proceedings. 55.