1. Mobile commerce

2. Agenda
 Mobile commerce
 Benefits
 Limitations
 Success factors
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3. Mobile commerce
Mobile commerce (m-commerce) is the buying and selling of goods and services
through wireless handheld devices such as cellular phones and personal digital
assistants.
 Creates opportunity to deliver new services to
existing customers and to attract new ones
 Allows direct access to information while on the
move
 Can be done via the Internet, private
communication lines, smart cards, etc.
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4. Why mobile commerce?
During 2011 Christmas, online retailers stepped-up their mobile commerce promotions
resulting in a significant increase in mobile traffic and mobile sales.
As reported by IBM, of all the traffic to online retail sites on Christmas Day,
18.3% came from mobile devices, which is about 10% higher than last year.
According to research projections, mobile commerce will cross $30 billion by
2016, growing at a 40% compound rate, in U.S. alone.
Globally, consumers are likely to spend $119 billion by 2015 through their
mobile phones, which will account for 8% of all e-commerce activity, according
to ABI Research.
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5. Benefits of mobile commerce
Ubiquity
Convenience Accessibility
BENEFITS
Personalization Localization
Security
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6. Mobile commerce: Beyond e-commerce
Mobile commerce has gone beyond e-commerce in a lot of ways:
 Interaction to a wider audience in a more personalised way
 Opportunity to connect information with objects in a more direct way
 Massive adoption globally
 Potential to bridge the digital divide
 Allow organisations and individuals to reach out to one another more easily
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7. Limitations
• Small size of mobile devices
Usability • Limited storage capacity
Problem
• Screen size of a mobile device is very limited
• Limits the viewing capacity of the user
Screens Size
• Memory & Processing power
Technology • Speed, Cost & Accessibility
Constraints
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8. Success factors
• Understanding how this technology fits with the
Innovative Business Models existing business models or provokes new ones
• Global platform where service providers can launch
Consumer Adoption their services to mobile devices based on a system
that is trusted by consumers
• Availability of certain technologies like high quality
Technology Availability information display, high speed, etc are vital to the
success of m-commerce
• Interoperable systems are essential to mass
Interoperable Systems adoption of mobile commerce
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9. Future of mobile commerce
Following are the key factors to be addressed in order to accelerate mobile commerce
growth:
Optimizing
sites
Consumer trust &
education
Accessibility to
secure payment
infrastructure
Readiness of service
providers to adopt m-
commerce
Availability of 3G
enabled mobile
phones
With the increasing acceptance globally, it won’t be long before mobile commerce
becomes as big as e-commerce
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