Abstract
This chapter introduces strategic aspects of m-commerce. First, we conceptualize the m-commerce strategy and illustrate its elements to help readers understand its key tenets. Second, as mobile and commerce adoption is a prerequisite for its success, we discuss its potentially influential factors. Third, in order to let readers realize the tremendous value of m-commerce, its value for consumers and businesses is described. Fourth, since mobile payments are a strategic, novel, and profitable business, it is valuable for m-commerce adopters to delve into how they may capture more value. Fifth, practical m-commerce tools and apps are included in this chapter. In many cases, businesses do not need to work with their own apps and can use existing apps and tools to boost their m-commerce. Last but not least, m-commerce has its advantages over traditional commerce but also has diverse challenges that are discussed in the last section of this chapter.
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- 1.
For more details see Harty (2016).
- 2.
Referring to the mobile’s status quo, please see Martin (2017).
- 3.
The discussion on elements of a mobile commerce strategy is adapted from Gopikanth (2015).
- 4.
Source: Adhami (2013).
- 5.
For more detailed information, see HAL90210 (2016).
- 6.
This section is adapted from Nikou and Mezei (2013).
- 7.
Facebook’s 2016 financial results can be accessed at Facebook (2017).
- 8.
This section is based on Larivière et al. (2013).
- 9.
The source of the statement can be seen at: Auger (2016).
- 10.
Unless specifically noted, the data source of the discussion below is taken from: Global and China Mobile Payment Industry Report, 2017-2021, Reportlinker, January 2018. Retrieved from 7 https://www.reportlinker.com/p04627129/Global-and-China-Mobile-Payment-Industry-Report.html/.
- 11.
Source: McNair (2018).
- 12.
The data source of this discussion is Tang (2018).
- 13.
More detailed information can be seen at PYMNTS (2018).
- 14.
More detailed information can be seen at Molina (2018).
- 15.
This subsection is adapted from Taylor (2016).
- 16.
This subsection is adapted from Yang et al. (2015).
- 17.
The classification of m-payments by different settings is based on Pinola (2017).
- 18.
This section is adapted from Pinola (2017).
- 19.
More information can be seen at: “Huawei Teams with UnionPay International to oll out Huawei Pay Worldwide”, Huawei, 27 January 2018. Retrieved from 7 https://www.huawei.com/en/press-events/news/2018/1/UnionPay-Huawei-Pay-Roll-Out-Worldwide/.
- 20.
The number of daily active users of these social platforms can be found at: “Daily time spent on social networking by internet users worldwide from 2012 to 2017 (in minutes)”, Statista, 2019. Retrieved from 7 https://www.statista.com/.
- 21.
This section is adapted from: Zhao and Balagué (2015).
- 22.
This section is adapted from Lister (2018).
- 23.
Source: Cao and Sweeney (2018).
- 24.
Regarding the demographics of Instagram, see da Cunha (2019).
- 25.
Source: Chong et al. (2012).
- 26.
Source: Siau and Shen (2003).
- 27.
Source: Condos et al. (2002).
- 28.
Source: Gerber (2016).
- 29.
The discussion on the importance of conversion rate is adapted from Chaffey (2019).
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Further Reading
Martin, B. (2017, January). Mobile’s hierarchy of needs. comScore MMX Multi-Platform.
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Jelassi, T., Martínez-López, F.J. (2020). Strategies for Mobile Commerce. In: Strategies for e-Business. Classroom Companion: Business. Springer, Cham. https://doi.org/10.1007/978-3-030-48950-2_13
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