Emerging Value Propositions For M-Commerce

Abstract

The proliferation of mobile Internet devices is creating an unparalleled opportunityfor e-commerce to leverage the benefits of mobility. Mobile e-commerce,commonly referred to as m-commerce, is the ability to purchase goodsanywhere through a wireless Internet-enabled device. Current e-commerce providers,engaged through mobile devices, will find advantage in developingunique m-commerce value propositions founded upon the specific dimensionsof: ubiquity, convenience, localization, and personalization. A consumer orientationthat provides value-for-time functions to create a new value curve mayachieve a competitive advantage over traditional e-commerce models replicated formobile business. Therefore, this paper investigates the value propositions,that engender a productive mobile e-commerce strategy to provide recommendationsfor managerial decision-making in this emerging wireless environment.