MEDIA-I: Far EasTone launches mobile mall in Taiwan

<p>TAIPEI: Taiwan-based cellular provider Far EasTone </p><p>Telecommunications has linked up with the country's e-tailers and banks </p><p>to launch a trading platform and a secure transaction system. </p><p><BR><BR> </p><p>Far EasTone expects its 3.7 million subscribers will use the wireless </p><p>platform to shop for books, CDs, airline tickets, hotel reservations and </p><p>tickets for concerts and movies. </p><p><BR><BR> </p><p>The telecommunications company's vice-president of business development </p><p>and investment, Andrew Wong, said: "The uniqueness is it's a complete </p><p>mobile shopping environment. Users can browse for products, place orders </p><p>and make payment in a single stop. </p><p><BR><BR> </p><p>"M-commerce accounts for only three per cent of Taiwan's cellular </p><p>network traffic. With the new platform, we expect it to grow to 10 per </p><p>cent for Far EasTone by the end of next year." </p><p><BR><BR> </p><p>The platform will feature e-tailers such as book.com, ezfly.com. </p><p>ezTravel.com.tw, mobilehome, music.com.tw, springnetwork.com, olemap. </p><p>com, goolu.com and other major sites. </p><p><BR><BR> </p><p>To encourage early adoption, user charges are minimal - NT$5 per </p><p>completed transaction. Far EasTone said it would absorb the SMS traffic </p><p>cost, while affiliated e-tailers would pay to push content to </p><p>shoppers. </p><p><BR><BR> </p><p>Payment can be made through a variety of avenues, from credit cards to </p><p>telephone settlement, ATMs or 7-Eleven, while delivery to the home will </p><p>be available through the post office or Federal Express or pick-up at </p><p>7-Eleven stores. </p><p><BR><BR> </p><p>Technologically, Far EasTone's platform is a leap ahead of competing </p><p>systems launched in June by Chunghwa Telecom and TransAsia </p><p>Telecommunication. </p><p><BR><BR> </p><p>The earlier systems use SIM tool kits, said Wong, adding that Far </p><p>EasTone uses the latest generation SIM browser. </p><p><BR><BR> </p><p>"With the SIM tool kit, the customer can only complete transactions </p><p>through a single bank," he said. </p><p><BR><BR> </p>