M-Commerce: A Location-Based Value Proposition

M-Commerce: A Location-Based Value Proposition

Nenad Jukic (Loyola University Chicago, USA), Abhishek Sharma (Loyola University Chicago, USA), Boris Jukic (George Mason University, USA) and Manoj Parameswaran (University of Maryland, USA)
Copyright: © 2003 |Pages: 9
DOI: 10.4018/978-1-93177-746-9.ch002


Mobile Commerce (m-commerce) has been defined as a process of conducting commercial transactions via “mobile” telecommunications networks using a communication, information, and payment devices such as a mobile phone or a palmtop unit. Here, we analyze the potential ramifications in the field of marketing and changes in the market due to the advent of m-commerce. In particular, we analyze the opportunities that various characteristics of the m-commerce model can bring to the field of marketing. We investigate the likelihood of the emergence of mall-like zones that are based both on the geographical proximity of services and goods providers and the use of mobile communication devices. Such zones have a potential for becoming the basic units for any analysis of m-commerce scenarios. As m-commerce attains maturity, the zones could become the fundamental parameter in marketing evaluation.

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