Mobile Commerce - Technology, Theory, and Applications

Table of Contents
Mobile Commerce—Technology, Theory, and Applications.........................................................1
Preface: A Framework for the Study of Mobile Commerce.........................................................10
Introduction............................................................................................................................10
The Domain of Mobile Commerce.........................................................................................11
A Framework for Mobile Commerce Research......................................................................13
Mobile Commerce Technology..............................................................................................15
Mobile Commerce Theory & Research..................................................................................17
Mobile Commerce Cases & Applications...............................................................................19
Concluding Remarks..............................................................................................................20
References.............................................................................................................................21
Acknowledgments..................................................................................................................21
Chapter 1: NTT DoCoMo’s i−mode: Developing Win−Win Relationships for Mobile
Commerce.......................................................................................................................................22
Abstract..................................................................................................................................22
What Is i−mode in Reality?....................................................................................................23
Technology.......................................................................................................................25
The Win−Win Strategic Model.........................................................................................26
The Right Services...........................................................................................................27
The Right Marketing.........................................................................................................28
i−mode and Mobile Commerce..............................................................................................28
Successful Business Models.................................................................................................28
Brand Building and Media Mix.........................................................................................29
Customer Relationship Management...............................................................................29
Online Retail.....................................................................................................................30
Premium Content.............................................................................................................31
Aggregation......................................................................................................................32
Business−to−Business.....................................................................................................32
Advertising.......................................................................................................................33
Horizontal Integration and the Expansion of Mobile Commerce Opportunities.....................33
PlayStation.......................................................................................................................34
Lawson and iConvenience...............................................................................................35
Coca−Cola and C−Mode..................................................................................................35
DoCoMo AOL...................................................................................................................37
Conclusions and Extrapolations.............................................................................................37
The Future........................................................................................................................37
Lessons Learned..............................................................................................................39
Is i−mode a “Japan Only” Phenomenon?........................................................................40
References.............................................................................................................................40
Chapter 2: Wireless Devices for Mobile Commerce: User Interface Design and Usability......41
Abstract..................................................................................................................................41
Introduction............................................................................................................................41
Wireless Devices and Their Interfaces..................................................................................42
Input Interaction with Wireless Devices...........................................................................42
Output Interaction with Wireless Devices.........................................................................46
Wireless Device Usability.......................................................................................................47
Developer Issues...................................................................................................................53
Discussion..............................................................................................................................55
Chapter 2: Wireless Devices for Mobile Commerce: User Interface Design and Usability
References.............................................................................................................................56
Chapter 3: Location Based Services: Locating the Money.........................................................61
Abstract..................................................................................................................................61
Introduction............................................................................................................................61
Background............................................................................................................................61
Mobile Phone Operators Are Under Pressure…..............................................................61
Wireless Data Services Need To Be Uniquely Mobile.....................................................62
Location−Based Services Defined.........................................................................................63
What is LBS?...................................................................................................................63
Why is LBS uniquely mobile?...........................................................................................63
What are the Key Drivers for LBS?..................................................................................63
What are the Key Barriers Delaying Deployment?...........................................................63
Locating the Perfect Business Model.....................................................................................64
A New Model Is Emerging................................................................................................64
Commoditise and Destroy................................................................................................64
Own Rather Than Share..................................................................................................65
Functional Rather Than Entertainment............................................................................65
Real−World User Behaviour..................................................................................................65
Finding.............................................................................................................................66
Routing.............................................................................................................................67
Sharing.............................................................................................................................67
Buying..............................................................................................................................67
Deploying LBS Services........................................................................................................68
Locating the Users...........................................................................................................68
A Clear Winner Is Yet To Emerge....................................................................................70
Turning Coordinates Into Value.......................................................................................71
Motorists Will Have The Final Say...................................................................................71
Conclusion.............................................................................................................................72
References.............................................................................................................................73
Chapter 4: Towards a Classification Framework for Mobile Location Services........................74
Abstract..................................................................................................................................74
Introduction............................................................................................................................74
MLS Applications and Services.............................................................................................75
Emergency Services........................................................................................................75
Navigation Services.........................................................................................................76
Information Services........................................................................................................76
Advertising Services.........................................................................................................76
Tracking Services.............................................................................................................77
Billing Services.................................................................................................................77
Enabling Technologies of MLS..............................................................................................77
Mobile Network−Dependent Technologies......................................................................78
Long−Range Mobile Network−Independent Technologies..............................................79
Short−Range Network−Independent Technologies.........................................................79
Facilitating Technologies.......................................................................................................80
Business Models and Pricing Schemes.................................................................................81
Synthesis: a Classification Framework for MLS.....................................................................83
Other Critical Issues Related to MLS.....................................................................................84
Chapter 4: Towards a Classification Framework for Mobile Location Services
Privacy Protection............................................................................................................84
Regulation........................................................................................................................84
Standardization................................................................................................................85
Conclusions and Future Work................................................................................................85
References.............................................................................................................................86
Chapter 5: Wireless Personal and Local Area Networks.............................................................87
Abstract..................................................................................................................................87
Introduction............................................................................................................................87
Background............................................................................................................................87
Radio Standards....................................................................................................................88
Bluetooth..........................................................................................................................89
HomeRF...........................................................................................................................89
OpenAir............................................................................................................................90
High Performance Radio Local Area Networks (HiperLAN1)...........................................90
HiperLAN2........................................................................................................................90
802.11b............................................................................................................................90
802.11a............................................................................................................................91
802.11e............................................................................................................................92
802.11g............................................................................................................................92
802.15..............................................................................................................................92
Organizations.........................................................................................................................93
Wireless Ethernet Compatibility Alliance (WECA)...........................................................93
Bluetooth Special Interest Group (SIG)............................................................................94
HomeRF Working Group (HRFWG).................................................................................94
HiperLan Alliance.............................................................................................................94
HiperLan2 Global Forum..................................................................................................94
Institute of Electrical and Electronics Engineers (IEEE)...................................................94
European Telecommunications Standards Institute (ETSI).............................................94
Conclusion.............................................................................................................................94
References.............................................................................................................................95
Other Sources of Information...........................................................................................96
Chapter 6: The Impact of Technology Advances on Strategy Formulation in Mobile
Communications Networks[1].......................................................................................................97
Abstract..................................................................................................................................97
Introduction............................................................................................................................97
Stakeholders and Business Relationships in Mobile and Data Networks..............................98
Business Relationship Models in 2G and 2.5G Technologies...............................................99
Wireless Application Protocol.........................................................................................100
“2.5” Generation Technologies.......................................................................................101
“2.5G” in Japan: The Case of DoCoMo and i−mode Deployment.................................102
Comparison of WAP and i−mode in Technical and Business Terms.............................103
Business Relationship Models In 3rd Generation Technologies..........................................104
The Case of Network Services Provision in Universal Mobile Telecommunications
System (UMTS).......................................................................................................105
Business Relationship Models in 4th Generation Technologies..........................................108
“Forth Generation” Impact on Access Networks............................................................109
Interconnection Issues on 4G Networks........................................................................110
Chapter 6: The Impact of Technology Advances on Strategy Formulation in Mobile
Communications Networks[1]
Impact of Spectrum Cost in 4G Networks......................................................................112
Conclusions.........................................................................................................................112
References...........................................................................................................................112
Chapter 7: The Ecology of Mobile Commerce: Charting a Course for Success Using
Value Chain Analysis...................................................................................................................114
Abstract................................................................................................................................114
Introduction..........................................................................................................................114
Defining Mobile Commerce..................................................................................................115
Challenges of Developing a Mobile Commerce Strategy....................................................116
Employing Value Chain Analysis to Create a Business Model............................................117
Elements of the Mobile Value Chain....................................................................................118
Element 1: Content and Applications Providers.............................................................119
Element 2: Portals and Access Providers......................................................................120
Element 3: Wireless Network Operators........................................................................120
Element 4: Support Services..........................................................................................121
Element 5: Delivery Platforms and Applications............................................................121
The Advantaged Position of Wireless Operators.................................................................121
Expectations for Next−Generation Mobile Commerce.........................................................122
Choosing a Model for Your Critical Partnerships.................................................................126
Value Chain Strategy: Weaving the Web.............................................................................129
References...........................................................................................................................129
Chapter 8: The Wireless Application Protocol: Strategic Implications for Wireless
Internet Services...........................................................................................................................131
Abstract................................................................................................................................131
Introduction..........................................................................................................................131
The Wireless Application Protocol– Background.................................................................132
A Strategic Analysis of the Implications of Wap and the Wireless Internet..........................133
Rivalry............................................................................................................................134
New Entrants..................................................................................................................135
Substitutes.....................................................................................................................136
Customers......................................................................................................................137
Suppliers........................................................................................................................138
A Framework for Strategic Wap Services............................................................................139
Conclusions.........................................................................................................................140
References...........................................................................................................................141
Chapter 9: Mobile Business Services:A Strategic Perspective................................................145
Abstract................................................................................................................................145
Introduction..........................................................................................................................145
A Silent Revolution: Gradual Change is Leading to Fundamental Transformations............145
The Opportunity Landscapes Offered by the Mobile Consumer and Business Services
Differ Substantially from One Another................................................................................149
Mobile Operations..........................................................................................................150
Mobile Office..................................................................................................................152
Mobile B2B Transactions...............................................................................................152
Solution Types in Mobile Business Services..................................................................153
Chapter 9: Mobile Business Services:A Strategic Perspective
The Competitive Landscape: A Mixture of It and Telecom Value Chains............................154
Technology Providers....................................................................................................157
Solution Providers..........................................................................................................158
Transaction and Content Service Providers...................................................................158
Network Operators.........................................................................................................159
Conclusions.........................................................................................................................160
Acknowledgments................................................................................................................161
References...........................................................................................................................161
Chapter 10: Mobile Portals: The Development of M−Commerce Gateways............................163
Abstract................................................................................................................................163
Introduction..........................................................................................................................163
Background..........................................................................................................................164
What Is a Portable Portal?.............................................................................................165
Unique Characteristics of Mobile Portals.......................................................................166
Issues, Controversies and Problems Associated with Mobile Portals.................................168
Solutions and Recommendations........................................................................................170
Conclusion...........................................................................................................................173
Acknowledgment..................................................................................................................174
References...........................................................................................................................174
Chapter 11: Factors Influencing the Adoption of Mobile Gaming Services.............................177
Abstract................................................................................................................................177
Introduction..........................................................................................................................177
Mobile Commerce................................................................................................................178
Critical Factors in the Adoption Process of Mobile Services................................................179
Research Design.................................................................................................................182
Conjoint Analysis............................................................................................................182
Sample...........................................................................................................................182
Analysis and Results......................................................................................................183
Conclusion...........................................................................................................................184
Limitations and Suggestions for Further Research........................................................184
Managerial Implications.................................................................................................184
References...........................................................................................................................185
Chapter 12: Mobile Data Technologies and Small Business Adoption and Diffusion: An
Empirical Study of Barriers and Facilitators..............................................................................189
Abstract................................................................................................................................189
Introduction..........................................................................................................................189
Background..........................................................................................................................190
Adoption of IT/E−Commerce by Small Business...........................................................190
Owner/Manager Characteristics.....................................................................................191
Firm Characteristics.......................................................................................................192
Other Factors.................................................................................................................192
Adoption and Diffusion of Mobile Data Technologies....................................................193
Research Design.................................................................................................................194
Findings (Phase I[1])............................................................................................................196
Problems with, and Praise for, IT...................................................................................196
Problems with IT............................................................................................................196
Chapter 12: Mobile Data Technologies and Small Business Adoption and Diffusion: An
Empirical Study of Barriers and Facilitators
Innovations.....................................................................................................................197
Product/Service Applications Video...............................................................................198
Findings Phase II.................................................................................................................201
Reaction to MDT by IT Adopter Level............................................................................201
Industry Differences by Adopter Levels.........................................................................204
Discussion............................................................................................................................204
Future Trends......................................................................................................................206
Future Research Opportunities......................................................................................207
Conclusion...........................................................................................................................208
References...........................................................................................................................208
Chapter 13: We Know Where You Are: The Ethics of LBS Advertising...................................211
Abstract................................................................................................................................211
Introduction..........................................................................................................................211
LBS vs. E−Commerce....................................................................................................212
The Imprtance of Ethics...............................................................................................213
The Complexities of Privacy...........................................................................................215
The Failure of E−Commerce..........................................................................................217
Challenges for LBS........................................................................................................218
Model for Self−Regulation..............................................................................................219
Conclusion...........................................................................................................................221
References...........................................................................................................................221
Chapter 14: A Perspective on m−Commerce..............................................................................224
Abstract................................................................................................................................224
Introduction..........................................................................................................................224
References...........................................................................................................................228
Chapter 15: Location−Based Services: Criteria for Adoption and Solution Deployment[1
]........................................................................................................................................................229
Abstract................................................................................................................................229
Overview of Location−Based Services................................................................................229
The Mobile Network Operator Opportunity..........................................................................230
Criteria for Adoption of Wireless Data Services...................................................................231
Personalized..................................................................................................................231
Localized........................................................................................................................232
Actionable......................................................................................................................232
Case Study: Fiat Targa Connect..........................................................................................232
The User Experience.....................................................................................................233
Location−Based Services Deployment..........................................................................234
Integrated Platform Model..............................................................................................234
Location−Based Service Revenue Models..........................................................................235
Future Trends in Location−Based Services.........................................................................235
Chapter 16: M−Commerce in the Automotive Industry Making a Case for Strategic
Partnerships..................................................................................................................................237
Abstract................................................................................................................................237
Market Analysis....................................................................................................................238
Chapter 16: M−Commerce in the Automotive Industry Making a Case for Strategic
Partnerships
Business Opportunities........................................................................................................239
Business−to−Consumer (B2C)......................................................................................239
Business−to−Business (B2B).........................................................................................240
Business−to−Me (B2Me)................................................................................................240
Issues @ Large....................................................................................................................240
Automotive Industry Environment........................................................................................241
Technology Environment.....................................................................................................241
Consumer & Business Environment....................................................................................242
Regulatory Environment......................................................................................................242
The Bottom Line: Partnership and Multi−Threaded Strategy...............................................243
Conclusions.........................................................................................................................244
References...........................................................................................................................245
Chapter 17: Case Study: The Role of Mobile Advertising in Building a Brand.......................246
Abstract................................................................................................................................246
Introduction..........................................................................................................................246
Structure..............................................................................................................................247
Background for Mobile Branding..........................................................................................247
Mobile Advertising as a Branding Tool...........................................................................248
The Finnish Mobile Market.............................................................................................249
Attitudes Towards Mobile Advertising............................................................................249
Mobile Advertising................................................................................................................250
Reactions to Mobile Advertising.....................................................................................251
Mobile Advertising and Customer Relationship Management.......................................251
Measuring the Effectiveness of Mobile Advertising Campaigns....................................251
Summary..............................................................................................................................252
Case Study: Tupla−Chocolate Bar Brand Sponsoring the “Tomb Raider” Movie................252
TUPLA −Brand...............................................................................................................253
Sponsoring the “Tomb Raider” movie............................................................................253
Campaign Analysis........................................................................................................253
Online and Mobile Advertising Created Traffic to the http://www.tupla.com/ website....253
Campaign Attracted New Visitors to Register on the Website.......................................254
Loyalty of Website Visitors was Relatively Low Due to Long Campaign Period............255
Recommendations and Critiques for Advertisers Based on the Campaign Analysis.....255
Future Trends......................................................................................................................256
Conclusion...........................................................................................................................257
References...........................................................................................................................257
Chapter 18: Wireless in the Classroom and Beyond.................................................................260
Abstract................................................................................................................................260
Introduction..........................................................................................................................260
Background..........................................................................................................................260
Wireless Computing in the Educational Enterprise..............................................................262
Ubiquity and Wireless Networks....................................................................................262
Wireless Networking in Support of Classroom Activities................................................263
Using Wireless and Super Mobile Computing Outside of the Classroom......................264
Wireless Access for Mobile Classrooms........................................................................264
Wireless Networking in Support of the Business Mission..............................................265
Chapter 18: Wireless in the Classroom and Beyond
Managing the Resource.......................................................................................................266
Conclusion...........................................................................................................................266
References...........................................................................................................................267
Glossary[1]...........................................................................................................................268
List of Figures................................................................................................................................271
Preface: A Framework for the Study of Mobile Commerce..................................................271
Chapter 1: NTT DoCoMo’s i−mode: Developing Win−Win Relationships for Mobile
Commerce..........................................................................................................................271
Chapter 2: Wireless Devices for Mobile Commerce: User Interface Design and
Usability..............................................................................................................................271
Chapter 3: Location Based Services: Locating the Money..................................................271
Chapter 6: The Impact of Technology Advances on Strategy Formulation in Mobile
Communications Networks.................................................................................................271
Chapter 7: The Ecology of Mobile Commerce: Charting a Course for Success Using
Value Chain Analysis..........................................................................................................272
Chapter 8: The Wireless Application Protocol: Strategic Implications for Wireless
Internet Services.................................................................................................................272
Chapter 9: Mobile Business Services:A Strategic Perspective............................................272
Chapter 10: Mobile Portals: The Development of M−Commerce Gateways.......................272
Chapter 12: Mobile Data Technologies and Small Business Adoption and Diffusion: An
Empirical Study of Barriers and Facilitators........................................................................272
Chapter 16: M−Commerce in the Automotive Industry Making a Case for Strategic
Partnerships........................................................................................................................273
Chapter 17: Case Study: The Role of Mobile Advertising in Building a Brand....................273
List of Tables..................................................................................................................................274
Preface: A Framework for the Study of Mobile Commerce..................................................274
Chapter 2: Wireless Devices for Mobile Commerce: User Interface Design and
Usability..............................................................................................................................274
Chapter 4: Towards a Classification Framework for Mobile Location Services...................274
Chapter 5: Wireless Personal and Local Area Networks.....................................................274
Chapter 8: The Wireless Application Protocol: Strategic Implications for Wireless
Internet Services.................................................................................................................274
Chapter 11: Factors Influencing the Adoption of Mobile Gaming Services..........................274
Chapter 12: Mobile Data Technologies and Small Business Adoption and Diffusion: An
Empirical Study of Barriers and Facilitators........................................................................274
List of Sidebars..............................................................................................................................276
Chapter 7: The Ecology of Mobile Commerce: Charting a Course for Success Ushttp://www.blogger.com/img/blank.gifing
Value Chain Analysis..........................................................................................................276


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