Emerging Value Propositions For M-Commerce

Abstract

The proliferation of mobile Internet devices is creating an unparalleled opportunity
for e-commerce to leverage the benefits of mobility. Mobile e-commerce,
commonly referred to as m-commerce, is the ability to purchase goods anywhere
through a wireless Internet-enabled device. Current e-commerce providers, engaged
through mobile devices, will find advantage in developing unique m-commerce
value propositions founded upon the specific dimensions of ubiquity, convenience,
localization, and personalization. A consumer orientation that provides value-fortime
functions to create a new value curve may achieve a competitive advantage
over traditional e-commerce models replicated for mobile business. Therefore, this
paper investigates the value propositions, that engender a productive mobile e-commerce
strategy to provide recommendations for managerial decision-making in this
emerging wireless environment.