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-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.