A Perspective on M-Commerce

A Perspective on M-Commerce

Mark S. Lee (Coca-Cola North America, USA)
Copyright: © 2003 |Pages: 6
DOI: 10.4018/978-1-59140-044-8.ch014
OnDemand PDF Download:
$37.50

Abstract

Several statistics from several industry sources have forecast staggering growth for m-commerce over the next five years. But assuming we believe the statistics, marketers need to understand the dynamics of mobile usage and position themselves to take advantage of this substantial opportunity. While most marketers understand that wireless consumers have different application needs and usage patterns than standard online users, many may be perplexed in finding a logical starting point for developing a marketing approach to m-commerce. This chapter outlines some of the key differences in online consumer behavior and provides a perspective on how marketers might use mobile commerce to stimulate consideration and purchase of their products and services. The chapter shares an approach and an existing application used by The Coca-Cola Company to provide a reference point and to help other marketers understand and leverage mobile commerce as another viable tool in their marketing arsenal.

Complete Chapter List

Search this Book:
Reset
Table of Contents
Acknowledgments
Chapter 1
David J. MacDonald
In February 1999, Japan’s NTT DoCoMo launched the i-mode service, becoming, with over 34 million active subscribers, undoubtedly the world’s most... Sample PDF
NTT DoCoMo's I-mode: Developing Win-Win Relationships for Mobile Commerce
$37.50
Chapter 2
Peter Tarasewich
Well-designed and usable interfaces for mobile commerce applications are critical. But given the uniqueness of the wireless environment, usability... Sample PDF
Wireless Device for Mobile Commerce: User Interface Design and Usability
$37.50
Chapter 3
Kirk Mitchell, Mark Whitmore
Location based services (LBS) are considered by some to be the ‘golden child” of wireless data services and one of the few areas where users would... Sample PDF
Location Based Services: Locating the Money
$37.50
Chapter 4
George M. Giaglis, Panos Kourouthanassis, Argiros Tsamakos
The emerging world of mobile commerce is characterized by a multiplicity of exciting new technologies, applications, and services. Among the most... Sample PDF
Towards a Classification Framework for Mobile Location Based Services
$37.50
Chapter 5
Thomas G. Zimmerman
Wireless communication is a technical and business revolution. Mobile phones are a common site in most cities around the world. Wireless personal... Sample PDF
Wireless Personal and Local Area Networks
$37.50
Chapter 6
Ioanna D. Constantiou, George C. Polyzos
Over the last couple of years, we have been witnessing the process of convergence between wireless and wired networks, under intense technological... Sample PDF
The Impact of Technology Advances on Strategy Formulation in Mobile Communications Networks
$37.50
Chapter 7
Andreas Rulke, Anand Iyer, Greg Chiasson
The convergence of the Internet with wireless telecommunications has profound and pressing implications for enterprises ranging from long-distance... Sample PDF
The Ecology of Mobile Commerce: Charting a Course for Success Using Value Chain Analysis
$37.50
Chapter 8
Stuart J. Barnes
Individually, the Internet and mobile telephony have witnessed extraordinary growth during the last decade. However, only recently have these two... Sample PDF
The Wireless Application Protocol: Strategic Implications for Wireless Internet Services
$37.50
Chapter 9
Jukka Alanen, Erkko Autio
Mobile business services are attracting increasing attention and they promise a multibillion dollar market whose characteristics are quite distinct... Sample PDF
Mobile Business Services: A Strategic Perspective
$37.50
Chapter 10
III Clarke, Theresa B. Flaherty
The proliferation of mobile Internet devices is creating an unparalleled opportunity for mobile commerce. Factors composing a productive M-commerce... Sample PDF
Mobile Portals: The Development of M-Commerce Gateways
$37.50
Chapter 11
Mirella Kleijen, Ko de Ruyter, Martin G.M. Wetzels
The current chapter focuses the adoption process of mobile gaming. After providing a brief introduction to the topic of m-commerce and m-services... Sample PDF
Factors Influencing the Adoption of Mobile Gaming Services
$37.50
Chapter 12
Jeanette Van Akkeren, Debra Harker
The technological environment in which contemporary small- and medium-sized enterprises (SMEs) operate can only be described as dynamic. The... Sample PDF
Mobile Data Technologies and Small Business Adoption and Diffusion: An Empirical Study of Barriers and Facilitators
$37.50
Chapter 13
Patricia J. O’Connor, Susan H. Godar
Privacy is the most significant and complex ethical issue facing LBS. While LBS is more than the combination of e-commerce and telemarketing, we use... Sample PDF
We Know Where You Are: The Ethics of LBS Advertising
$37.50
Chapter 14
Mark S. Lee
Several statistics from several industry sources have forecast staggering growth for m-commerce over the next five years. But assuming we believe... Sample PDF
A Perspective on M-Commerce
$37.50
Chapter 15
Joe Astroth
This chapter provides an overview of location-based services and insight into the pivotal importance of location-sensitivity to the success of... Sample PDF
Location-Based Services: Criteria for Adoption and Solution Development
$37.50
Chapter 16
Mark Schrauben, Rick Solak, Mohan Tanniru
The telematics technology, intended to streamline the information processing requirements of consumers driving a vehicle, has brought to surface the... Sample PDF
M-Commerce in the Automotive Industry: Making a Case for Strategic Partnerships
$37.50
Chapter 17
Minna Pura
Building a brand in the fragmenting media environment is a challenging task. Advertising should be integrated and personalized, it should utilize... Sample PDF
Case Study: The Role of Mobile Advertising in Building a Brand
$37.50
Chapter 18
Jay Dominick
The deployment of wireless data networks at American institutions of Higher Education has increased dramatically since the establishment of the... Sample PDF
Wireless in the Classroom and Beyond
$37.50
About the Authors