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 goods anywherethrough a wireless Internet-enabled device. Current e-commerce providers, engagedthrough mobile devices, will find advantage in developing unique m-commercevalue propositions founded upon the specific dimensions of ubiquity, convenience,localization, and personalization. A consumer orientation that provides value-fortimefunctions to create a new value curve may achieve a competitive advantageover traditional e-commerce models replicated for mobile business. Therefore, thispaper investigates the value propositions, that engender a productive mobile e-commercestrategy to provide recommendations for managerial decision-making in thisemerging wireless environment.