• The Journal of The Korea Institute of Intelligent Transport Systems
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• v.20 no.5
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• pp.157-171
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• 2021

As smartphones spread and ICT technologies develop, taxi services have changed from hovering to platform-based calls and reservations. This has improved the mobility and accessibility of taxi users but caused problems, such as digital observing (no-responses to calls) for either short-distance services or services during the peak-demand periods. Digital Observing means ignoring and not accepting calls when they occur, which require improvement. Therefore, this study aims to derive measures to mitigate discrepancies in taxi supply and demand by adjusting the expected revenue of each taxi service using reinforcement learning based on the Taxi operation data. The results confirmed that the average complete response rate to calls would increase from 50.29% to 54.24% when incentives are applied, and an improvement of 5.86% can be achieved in short-distance sections of less than 5,000 won incentives. It is expected that the improvement will increase profitability for drivers, reduce the waiting time for passengers, and improve satisfaction with taxi services overall.

• Journal of the Korean Regional Science Association
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• v.38 no.1
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• pp.21-32
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• 2022

The purpose of this study is two things. First, it is to develop and demonstrate a sharong taxi platform. To this end, the implications for platform development were derived by analyzing consumers' perceptions of existing taxi services using IPA. As a result, abnormal business activities and safe services in the maintenance area were found to be safe rides and easy rides in the key improvement area. Safety such as usage fee level and driver information provision were derived in the areas subject to improvement, and friendly response and internal and external cleanliness were derived in the areas of excessive investment. The second purpose of this study is to estimate the value given to users for sharing taxi service platforms using the CVM. As a result of estimating the value of the demonstration service of the shared taxi platform developed through this study, the WTP was 3,621 won/per household/per year when expanding throughout Gimhae-si, and 2,515 won/per household/per year. Compared to the willingness to pay for empirical services, only 69.5% of the willingness to pay for the spread project in Gimhae-si. This is the result of a combination of service spread to an unspecified number of people and concerns about service quality due to spatial expansion. This suggests that it is necessary to build data through continuous demonstration and to carefully build a roadmap for spread by upgrading services based on this.

• The Journal of The Korea Institute of Intelligent Transport Systems
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• v.19 no.6
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• pp.163-179
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• 2020

With the expansion of platform-based taxi service, mobility and convenience of users are getting better. However, due to profitability problem, marginalized areas in the supply of the service are expected to appear. As such, this study analyzed spatial marginalization of taxi service caused by imbalance in supply and demand during the night-time when public transportation service is suspended. According to hot-spot analysis of taxi, outskirt of a city and residential areas showed high vacancy and greater number of drop-offs compared to the number of pick-ups. On the contrary, they were confirmed low in the center and sub-centers of a city. Centrality analysis also showed a similar pattern with hot-spot analysis. Due to this, drivers may refuse to pick up a customer bound for an area with lower out-degree centrality compared to in-degree centrality as it might be difficult for the drivers to pick up another customer after dropping off the current customer. Thus, customers may need to wait for a taxi for a longer time. For this reason, improvement in spatial marginalization caused by mismatch of supply and demand is required. Also, the outcome of this study is expected to be utilized as a basic data.

• Journal of Intelligence and Information Systems
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• v.23 no.1
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• pp.69-93
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• 2017

The development of ICT has leaded the diversification and changes of supplies and demands in markets. It also caused the creations of a variety of values which are differentiated from those in the existing market. Therefore, a new-type market is created, which can include multi-value chains which are from ICT-based created markets as well as the existing markets. We defined the platform as the new-type market. In the platform, the multi-value chains can be coexisted with multi-values. In true market, when a new-type value chain entered into an existing market, it is general that it can be conflicted with the existing value chain in the market. The conflicted problem among multi-value chains in a market is caused by the sharing of limited market resources like suppliers, consumers, services or products among the value chains. In other words, if there are multi-value chains in the platform, then it is possible to have conflictions, overlapping, creations or losses of values among the value chains. To solve the problem, we introduce coexistence factors to reduce the conflictions to reach market equilibrium in the platform. In the other hand, it is possible to lead the creations of differentiated values from the existing market and to augment the total market values in the platform. In the early era of ICT development, ICT was introduced for improvement of efficiency and effectiveness of the value chains in the existing market. However, according to the changed role of ICT from the supporter to the promotor of the market, ICT became to lead the variations of the value chains and creations of various values in the markets. For instance, Uber Taxi created a new value chain with ICT-based new-type service or products with new resources like new suppliers and consumers. When Uber and Traditional Taxi services are playing at the same time in Taxi service platform, it is possible to create values or make conflictions among values between the new and old value chains. In this research, like Uber and traditional taxi services, if there are conflictions among the multi-value chains, then it is necessary to minimize the conflictions in the platform for the coexistence of multi-value chains which can create the value-added values in the platform. So, it is important to predict and discuss the possible conflicted problems between new and old value chains. The confliction should be solved to reach market equilibrium with multi-value chains in the platform. That is, we discuss the possibility of the coexistence of multi-value chains in the platform which are comprised of a variety of suppliers and customers. To do this, especially we are focusing on the healthcare markets. Nowadays healthcare markets are popularized in global market as well as domestic. Therefore, there are a lot of and a variety of healthcare services like Traditional-, Tele-, or Intelligent- healthcare services and so on. It shows that there are multi-suppliers, -consumers and -services as components of each different value chain in the same platform. The platform can be shared by different values that are created or overlapped by confliction and loss of values in the value chains. In this research, as was said, we focused on the healthcare services to show if a platform can be shared by different value chains like traditional-, tele-healthcare and intelligent-healthcare services and products. Additionally, we try to show if it is possible to increase the value of each value chain as well as the total value of the platform. As the result, it is possible to increase of each value of each value chain as well as the total value in the platform. Finally, we propose a coexistence model to overcome such problems and showed the possibility of coexistence between the value chains through experimentation.

• International Journal of Internet, Broadcasting and Communication
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• v.9 no.3
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• pp.44-58
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• 2017

The purpose of this study is to prove the Korean Internet company, Kakao's resilience capacity. For it, this paper reviews the previous literatures regarding Kakao's business models and discusses 'resilience' theory. Then, it organizes the research questions based on the theoretical background and explains the research methodology. It investigates the case of Kakao's business and organization. The case analysis shows that five levers of resilience are a good indicator for a successful platform business evolution. The five levers are composed of coordination, cooperation, clout, capability, and connection: First lever, coordination that makes the company to restructure its silo governance in order to respond to actual business flow starting from the basic asset like game and music content; second lever, cooperation where the firm provides creative people with playground for startups such as KakaoPage; third lever, clout where the company shares its data by opening its API of AI and chatbot to $3^{rd}$ party developers; fourth lever, capability where the firm establishes AI R&D center, KakaoBrain as the function of multi-domain generalist for developing diverse platforms tackling customer needs; and the last fifth lever, connection where the firm continues to expand its platform business to the peripheries, O2O businesses such as KakaoTaxi, KakaoOrder, KakaoPay, and KakaoBank. In conclusion, this study proposes Internet companies to be a resilient platform utilizing those five levers of resilience in order to form successful platform. This study contributes to the agile innovation of Internet platform with ecological sense.

• Journal of Information Technology Services
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• v.19 no.2
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• pp.49-67
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• 2020

On-Demand services have emerged as one of the core business strategies for delivering new experiential values by providing customized services in different user-needs nowadays. Based on the Stimulus-Organism-Response (S-O-R) framework, this paper focuses on the factors of environmental stimulation and emotional states of the demand-side that induce continuous intention of use from the On-Demand services. The study defines 'Informativeness', 'Fulfillment', 'Trust', and 'Convenience' as the properties of the On-Demand services and considers 'Playfulness', 'Customer Return on Investment (CROI)', and 'Service Excellence' as the aspects of the experiential values. The research shows that 'Fulfillment', 'Trust' and 'Convenience' affected the experiential value in 'Kakao Taxi (On-Demand transportation service)' while 'Informativeness', 'Fulfillment', 'Trust of platform', and 'Convenience' are represented as the related factors to the experiential value in 'Baedal Minjok (On-Demand food delivery service)'. The experiential value factors, 'CROI' and 'Service Excellence', are shown directly related to the continuous intention of use in both services. A partial mediation relationship is, furthermore, observed between the aspects of 'CROI' and 'Service Excellence' in Kakao Taxi and its 'Convenience' and 'Continuous intention of use.' In Baedal Minjok, a partial mediation relationship is found between the 'CROI' with its aspects of 'Trust of the platform', 'Convenience', and 'Continuous intention of use' as well. The results of this study may contribute a comprehensive understanding of the purpose of On-Demand services and its needs from the demand-side thus can be helpful for the supply-side.

• Knowledge Management Research
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• v.21 no.1
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• pp.175-195
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• 2020

The development of platform service based on the information and communication technology has revolutionized patterns of commercial transactions, driving the growth of global economy. Furthermore, the radical advancement of artificial intelligence(AI) presents the huge potential to innovate almost all the industrial and economic activities. Given these technological developments, the goal of this paper is to investigate AI's impact on the platform service innovation as well as its influence on the business performance. For the goal, this paper presents the review of the types of service innovation, the nature of platform services, and technological characteristics of leading AI technologies, such as chatbot and recommendation system. As an empirical study, this paper performs a multiple case study of Kakao Group which is the leading mobile platform service with the most advanced AI in Korea. To understand the role and effect of AI on Kakao platform service, this study investigated three cases, including chatbot agent of Kakao Bank, Smart Call service of Kakao Taxi, and music recommendation system of Kakao Mellon. The analysis results of the case study show that AI initiated innovations in platform service concepts, service delivery, and customer interface, all of which lead to a significant decrease in the transaction costs and the personalization of services. Finally, for the successful development of AI, this research emphasizes the significance of the accumulation of customer and operational data, the AI human capital, and the design of R&D organization.

• The Journal of the Korea institute of electronic communication sciences
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• v.12 no.1
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• pp.47-52
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• 2017

This study is BIT(: Bus Information Terminal) features that take advantage of KEPCO eIoT(: energy Internet of Thing) platform, and it's Network configuration is composed of display terminal device, gateway, platform, and the service server. The key features are parts for processing protocol data between the gateway and the device using LoRa(: Long Range) technology, Intelligent applications and SIP(: Session Initiation Protocol) data handling connected to the Taxi reservation system. And the resource tree provided BIT for the service, which commonly used in the application server and the device.

• Journal of Service Research and Studies
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• v.14 no.2
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• pp.138-157
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• 2024

Due to recent developments in smartphones, lifestyles centred around their use are rapidly changing across many societal areas. Mobility apps, widely used by a large number of people, have also become popular among tourists for travel purposes. This trend is exemplified by the premium taxi industry, which champions smart mobility services-an essential component of smart tourism-to attract tourists as customers. This study investigates how smart mobility service attributes influence memorable user experiences from the perspective of both residents and tourists. It also examines the consequent image of smart mobility and users' intentions to reuse these services. To this end, a survey and analysis were conducted with 320 registered customers of domestic premium taxi companies, which are expanding their services to cater to both residents and tourists. The analysis confirmed all hypotheses. Among the attributes of smart mobility, involvement played a crucial role in shaping the image of smart mobility, more so than refreshment or novelty. Furthermore, the image of smart mobility significantly impacted the intention to reuse it. Based on these findings, this study presents practical implications regarding which empirical factors should be managed from a smart mobility perspective to foster a positive image and encourage reuse.

• The Journal of Society for e-Business Studies
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• v.21 no.4
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• pp.137-150
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• 2016

A variety of O2O (Online to Offline) services such as Uber, Airbnb, and KakaoTaxi that create new values by connecting offline and online have emerged in the world. O2O services support the convenience of online services and the real-life capability of offline services simultaneously. Thanks to the development of ICTs such as mobility, IoT (Internet of Things), Fin-tech, and big data technologies, the market size of O2O industry is growing very rapidly. This paper reviews various O2O services and industry trends in Korea. In addition, important issues on O2O services and industry promotion are reviewed and presented. Specifically, legislative issues regulating the O2O industry in Korea, interest conflicts between new O2O platform providers and existing traditional offline service providers, current technology infrastructures for O2O services, and negative or side effects of O2O services are reviewed and summarized. Finally, comprehensive policy directions are proposed based on these reviewed issues. It is expected that the proposed policy directions would be adopted by the government and this research could consequently contribute to strengthening the competitiveness of the O2O industry in Korea.