Multi-Agent Based Simulation for Evaluation of Mobile Business Models

In this research, we show a multi-agent based simulation methodology to find and evaluate new ubiquitous business models to support the growth of service industries. After analyzing current multi-agent based simulation tools, we develop a framework for the purpose of this research consisting of seven steps: I) define problem 2) define business model types, 3) define evaluation model, 4) define MAS space, 5) agent setting, 6) simulation, and 7) analysis. We apply this framework to evaluate location based m-commerce services for finding a restaurant in a certain location using the Netlog simulation tool. The simulation results indicated that personalized location based service could give more utility for customers. The more available information we have in mobile service, the greater the potential utility. Innovative convergent services are complex because of their mixed technologies and such services have many difficult points in design and effective evaluation. From this research, we show that evaluation of new business models in ubiquitous environments by using multi-agent based simulation shows great potential.