Emerging Value Propositions For M-Commerce

How to Cite

Clarke III, I. (2001). Emerging Value Propositions For M-Commerce. Journal of Business Strategies, 18(2), 133–148. https://doi.org/10.54155/jbs.18.2.133-148


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-for-time 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.


This article is distributed using a Creative Commons Attribution-NonCommercial 4.0 license. Copyright remains with the author(s).