M-COMMERCE: DISTINCTIONS FROM E-COMMERCE


There are two user -oriented core dimensions on which m-commerce has an advantage over e-commerce: "mobility" and "locatability". Simple CIP devices offer mobility. Mobile data networks that employ geographical positioning systems or use network elements to pinpoint the " cell " where the user is offer locatability. With locatability, CIP devices are transformed into CLIP (communication, location, information, payment) devices. Taken together, these two dimensions create a range of distinctions between m-commerce and conventional e-commerce (see Table 1).

Table 1: Distinction between m-commerce and e-commerce

Dimension

E-Commerce

M-Commerce

Core Dimensions

Mobility

Limited: User can transact from locations with Internet access.

Ubiquitous: User can transact from anywhere in mobile network area.

Locatability

Client-specific: Client computer locatable via IP address.

User-specific: User, device, and geographic location can be identified.

Behavioral, Strategic, and Leadership Dimensions

Key customer concern

Money: Because of "free Internet" culture, e-commerce users are money conscious.

Time: Evolving from mobile telephony culture, m-commerce users are time conscious. They are used to paying for mobile services.

Customer location and market served

Fixed Locations: Customers can be served at locations where they have Internet-linked computer access.

Ubiquitous and Global: Customers can be served anywhere within the mobile network coverage area.

National and regional leadership

USA-centric: E-commerce evolved in USA.

Europe and Asia-centric: Scandinavia and Asian nations (Japan) lead in m-commerce.

Industry leadership

New Players: Newer companies such as Yahoo, AOL, Amazon.com, Dell, Cisco, and FreeMarkets have emerged as E-commerce leaders .

Transformed Old Players: Older players such as FSPs, Mobile Device Makers, WSPs, and Banks have chance to grab leadership. 1

Source: Authors' research

Do the differences between e-commerce and m-commerce outlined in Table 1 translate into differences in terms of business strategies for these two types of Internet-based commerce? We believe that m-commerce strategies will be different from e-commerce strategies in significant ways. In particular, we focus on three aspects of the customer relationship ‚ personalization, permission, and specification ‚ where m-commerce is likely to differ from e-commerce.






Mobile Commerce Applications
Mobile Commerce Applications
ISBN: 159140293X
EAN: 2147483647
Year: 2004
Pages: 154
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