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Business Innovation: The MTR's eInstant Bonus Project  
Product Ref: 02/138C Company: Mass Transit Railway Corporation Limited

Product Type: Case Industry: Transportation

Related Product(s): Teaching Note
Authors: Ali Farhoomand   Phoebe Ho
The "eInstant Bonus" was an interactive advertising concept designed internally by the Mass Transit Railway (MTR) Corporation Limited in Hong Kong. Under this scheme, special discount offers from merchants/advertisers were displayed on a 42" Plasma TV in the form of a 10-second static slide or a 30-second TV commercial. Passengers could select items on the touch-screen monitor and a discount coupon would be issued. The discount coupon could then be redeemed for products or services purchased at the merchant's premises. For each coupon issued, a transaction fee of $1 would be deducted from the passenger's Octopus Card. This case illustrates the use of information technology by a large corporation for strategic alignment and value creation. Multi-media kiosks are a new phenomenon of the 1990s to provide personalised and interactive customer service on-site. Discussion is provided on the concepts and applications of kiosks for a customer service organisation. The MTR eInstant Bonus project is considered a successful innovation by various measures. This case will also provide an understanding of innovation adoption and diffusion, specifically, how the attributes of the innovation relate to its rate of adoption and diffusion.
Functional Area : Management of Information Systems

Issues: Einstant Bonus Project, Innovation Adoption and Diffusion
Length: 10 pages Country: Hong Kong SAR

Pub. Year: 2002 Level of Difficulty: 1
This product type is available in the following language(s):      English
Related Information: N/A
This case is UGC funded.
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