Home CV Contact

Rask, M. & Dholakia, N. (2000): Next to the Customer's Heart and Wallet: Frameworks for Exploring the Emerging M-commerce Arena, RITIM Workingpaper, College of Business Admistration: University of Rhode Island, USA

Keywords

M-commerce, e-commerce, portals, Europe, USA, one-to-one marketing, competition, boundary of firm, telecommunications, financial services

Abstract

M-commerce is any monetary transaction conducted via a mobile telecommunications network using a communication, information, and payment (CIP) device such as a mobile phone or a palmtop unit. USA has been the leader in e-commerce but Europe and Japan appear to have the early leadership in m-commerce. The main distinction between m-commerce and e-commerce is that the typical e-commerce customer counts the money while the typical m-commerce customer counts the minutes. Additionally, e-commerce is based upon fixed location whereas m-commerce is based upon ubiquity. E-commerce companies will not necessarily be the ones that drive m-commerce. We foresee three main areas of impact of m-commerce on marketing and competition. First, there will be greater levels of customization or one-to-one marketing via m-portals. Such m-portals will integrate the m-Brochure, the m-Manual, and the m-Store three progressively stronger formats for conducting m-commerce activities. The second impact will be the blurring of boundaries between consumer and business-to-business marketing. Because of such blurring, segmentation in terms of roles (off- or on-duty) and location (home, office or elsewhere) will be very important. The third impact is the likelihood of transformation of industry structures. The main managerial implication of m-commerce is that firms that do not become m-portals will end up being sub-suppliers to the m-portals. These sub-suppliers will have to develop finely targeted strategies for their m-commerce applications. We foresee potential research implications in each of three parallel and interrelated areas: 1) Studies of one-to-really-one integrated applications, 2) Study of usage patterns in different locations and 3) research on Industry transformations and the ensuing competitive impacts.

Download Paper

 

View Morten Rask's profile on LinkedIn

  Morten Rask 1997-2011