Vol.5 No.3 2012

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Research paper : Evaluating the effects of actions taken to attract visitors to sightseeing areas (Y. Yamamoto)−193−Synthesiology - English edition Vol.5 No.3 (2012) 3.2 Technology design for cost reductionIn the open service field, technology is required for cost reduction. To install technology designs presented in the open service field in the future, we prepared a structure for cost reduction in the OSF-POS system. Reduction of ID distribution costsProviding IDs to customers is essential for upgrading service and providing better-quality service. This makes it possible to collect and analyze detailed individual movements. The total number of IDs used on a given day shows the total number of guests for the day. The movement data of each ID shows whether the guest is a repeat visitor or not, making it possible to provide special incentives to repeaters. It is also possible to know, by paper stamp note, whether the guest is a repeater or not. However, the ID system can provide a technically advanced point system. For example, distribution state of points are instantly identified, and the market value of the points are correctly determined. Providing points to IDs helps to control the possession of points. The transfer of points to other persons can be limited. Points may be given to others as a gift in order to create more prospective customers. As this system clarifies customers’ movements, a new system in which shops support each other can be introduced, such as “X is presented to customers who visited Y shop.” ID distribution is beneficial to customers. Customers are entitled to receive incentives as frequent visitors, and it is unnecessary to carry a bunch of coupons and tickets; by bundling all the rights in a membership card, the customer is able to exercise his or her rights by simply showing the membership ID card. In the event the card is lost, it is easy to reissue it because the necessary information is controlled by the ID. Furthermore, services for particular individuals are available anonymously, as the customer is not required to disclose personal information to service providers. For instance, by bundling credit card numbers with random ID numbers at hotels, customers can enjoy shopping in the area without the need to disclose their credit card numbers or real names. If an unreliable shop does exist in the area, the customer’s personal information will not be disclosed.Thus, providing an ID is a forceful means to maintain good service infrastructure. Therefore, shopping malls and department stores can provide membership cards and simultaneously make an investment to maintain customers. However, most tourists visit sightseeing areas infrequently; many may come only once a year. In this case, the provision of a plastic card would increase operational costs and would not be economically realistic. Hence the OSF-POS system utilizes customers’ existing numbers as their ID. For example, the production number of FeliCa may be used as an ID number. FeliCa is a non-contact IC card device that is used as a mobile phone with a credit function, public transport ticket IC card, and so forth. More than 70 % of mobile phones have a credit function in Japan.[11] According to research conducted in August 2010, 98.6 % of the population are holders of electronic money in the Tokyo Metropolitan area, while this figure is more than 60 % in the Kinki, Sapporo, Fukuoka, and Tokai regions.[12] It will be quite helpful to reduce the cost of ID issuance if the production number of FeliCa is used as an ID. For customers who do not have mobile phones, the OSF-POS system has a ticketing function. When the customer receives the first service in a sightseeing area, his or her customer ID is printed on the ticket. Such ID shall be electronically readable (by barcode or a similar function). The required cost for this service is quite low, encompassing such expenses as consumable paper and the like. Reduction of software development costsAs a large variety of services exists in OSF, it is not practical to develop software individually. Hence, we propose to divide various services in OSF into ascertained claim-type services and updating claim-type services.[6][7] By organizing applications and relegating them to one of the above services, the required software module is specified, leading to more efficient software development. (a) Ascertained claim-type serviceThis service is designed to provide a service after a customer’s ID has been identified as valid. This type of service is used in facilities such as cinemas and museums, where the service is provided after a large number of customers congregate. An OSF-POS system is installed at the entrance.(b) Updating claim-type serviceThis is a service in which information is updated every time the customer receives the service. For example, electronic money requires an information update every time the customer’s right changes (such as a change in the deposit balance). In the event that ID media is not writable, a change of rights must be reported to the server every time.(Note 7) These two types of services require different response times. The ascertained claim-type service requires a quick response, as many tourists come simultaneously. It is too time consuming to communicate with a server after the customer has shown his or her ID. Therefore, for application (a), data on the server is cashed in the terminal for a quick response. As for application (b), customers stay longer in front of the terminal. Therefore, the customer may accept being kept waiting while his/her ID is being checked with the server each time his/her ID is presented. For example, let us suppose a customer stays at a cash register longer than ten

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