ISSN: 2347-3215 Volume 1 Number 4 (2013) pp. 96-102 www.ijcrar.com

Mobile Commerce in Modern Business Era

S.Anthony Rahul Golden* and S. Bulomine Regi

Department of Commerce, St. Joseph s College (Autonomous), Trichy-2, Tamil Nadu, India

*Corresponding author

KEYWORDS A B S T R A C T Mobile Commerce is the subset of e-commerce, which includes all e- M.Commerce; commerce transactions, carried out using a mobile (hand held) device. This WAP; paper deals with the relevance and potential role that m-commerce can play in Wimak; the development of business environment. Today, in India, there are more AT and T. than 76 cores mobile users available. It is also increasing day by day Therefore, mobile commerce has very vital role in modern business. In the today s technology world, we can say that, without mobile, we could not live comfortably. Similarly, in business, without mobile commerce, it is impossible to survive in the competitive commerce world.

Introduction

Mobile Commerce is known as M are removed and we can access any time Commerce. M commerce are used to buy we need. Through m-commerce, we can and sell goods by using the improve the wide range of productivity. In devices like cell phones, personal digital short, Mobile commerce is defined as the assistants and other hand held devices that buying and selling of products and services have operated with Internet access. By through the use of wireless mobile devices. using m- commerce we can access M-commerce is considered the next advanced mobile applications and high- generation of e-commerce and this speed services and we can use this devices particular technology will allow users to remotely, anywhere, at any time. We can shop through Internet without a plug-in use the same hand held device for both terminal. Telecommunications and for bill payment and account evaluation. Definition of Mobile Commerce

M-commerce is an advanced technology of "Mobile Commerce is any transaction, e-commerce. The time and space limitation involving the transfer of ownership or

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rights to use goods and services, which is 2008, UCL Computer Science and Peter J. initiated and/or completed by using mobile Bentley demonstrated the potential for access to computer-mediated networks with medical applications on mobile devices. the help of an electronic device"- Webagency, 2001. Advantage of m-Commerce

History M-commerce has several major advantages over its fixed counterparts because of its Mobile commerce was born in 1997 when specific inbuilt characteristics such as the first two mobile-phones enabled Coca ubiquity, personalization, flexibility, and Cola vending machines were installed in distribution, mobile commerce promises the area in . The machines exceptional business market potential, accepted payment via SMS text messages. greater efficiency and higher fruitfulness. The first -based banking They are explained as follows. service was launched in 1997 by Merita Bank of Finland, also using SMS. In 1998, Ubiquity the first sales of digital content as downloads to mobile phones were made The use of wireless device enables the user possible when the first commercial to receive information and conduct downloadable were launched in transactions anywhere, at anytime. Finland by Radiolinja (now part of Oyj). Accessibility

Two major national commercial platforms enables the user to be for mobile commerce were launched in contacted at virtually any time and place. 1999: Smart Money in the , and The user also has the choice to limit their NTT DoCoMo's i-Mode Internet service in accessibility to particular persons or times. Japan. I-Mode offered a revolutionary revenue-sharing plan where NTT DoCoMo Convenience kept 9 percent of the fee users paid for content, and returned 91 percent to the The portability of the wireless device and content owner. Mobile-commerce-related its functions from storing data to access to services spread rapidly in early 2000. information or persons. launched mobile parking payments. offered train ticketing Localization via mobile device. Japan offered mobile purchases of airline tickets. The emergence of location-specific based applications will enable the user to receive The first conference dedicated to mobile relevant information on which to act. commerce was held in London in July 2001. The first book to cover mobile Instant Connectivity (2.) commerce was Tomi Ahonen's M-profits in 2002. The first university short course to Instant connectivity or "always on" is discuss mobile commerce was held at the becoming more prevalent will the University of Oxford in 2003, with Tomi emergence of 2.5 G networks, GPRS or Ahonen and Steve Jones lecturing. As of EDGE. Users of 2.5 G services will benefit

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from easier and faster access to the The communication over the air interface Internet. between mobile device and network introduces additional security threats. Personalization Areas / Uses of m-commerce The combination of localization and personalization will create a new In the current commerce industry, mobile channel/business opportunity for reaching commerce or M-Commerce has been and attracting customers. Personalization entered in finance, services, retails, tele- will take the form of customized communication and information technology information, meeting the users services. In these sectors, M-Commerce is preferences, followed by payment not only being widely accepted but also it is mechanisms that allow for personal being more used as a popular way of information to be stored, eliminating the business/ commerce. need to enter information for each transaction. Finance Sectors

Time Sensitivity Mobile Commerce works vastly in finance sector including all big and major financial Access to real-time information such as a institutes, banks, stock market and share stock quote that can be acted upon Brokers. Whenever any user needs money immediately or a sale at a local boutique. or wants any sort of banking and finance Security depending on the specific end user related services, he/she can access the device, the device offers a certain level of services or register services via voice inherent security. calling or via Short Message Services (SMS). WAP based mobile handsets allow The following list summarises the the user to access the official website of the disadvantages of m-commerce: institute.

Mobile devices offer limited capabilities User can transact money or transfer money, (such as limited display). Between mobile or pay the bill from its bank account using devices these capabilities vary so much that mobile commerce facilities. Banks also end user services will need to be provide round the clock customer care customized accordingly. services, which can be used any time through voice calling. Some customer care The heterogeneity of devices, operating services are also provides non-voice systems and network technologies is a services on mobile that is known as insta- challenge for a uniform end user platform. alert facility. For this reason, standardization bodies consisting of telecommunication While in the stock market, the user can companies, device manufacturers and value access the stock market quotes and get in added service providers integrate their live touch with current trading status on its work. mobile in two forms either voice (customer assistance) or non-voice ( alerts) or Mobile devices are more prone to theft and both. destruction.

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The share broker sends market trends and on the mobile phone. Customer would be tips of trading on their clients' mobile. Also able to book the order, can hire broker can suggest the appropriate stock for carrier/courier services and above all could intra-day trading to their users. also pay the dues related to it through mobile. Telecommunication Sectors Information Sector Mobile has played a giant role in communication technology through its After the bursting of dotcom bubble, e- versatility and superiority. The ubiquity and commerce has gone downwards to hell. But easy usage has further made it extremely the evolution of mobile commerce has popular across the globe. It has already again worked as ambrosia for them. A surpassed the fixed phone in the world. separate sector has been evolved to exercise platform is essential for operating on this field for the IT experts. The any mobile and this tool has revolutionized webmasters have skillfully exploited this the communication world because of its new area of IT-enabled commerce. functioning as a small computer. In the IT field, mobile commerce has been The booming popularity has forced the used massively to deliver financial news, corporate world to develop a new stock updates, sports figures and traffic commerce platform that can reach to updates and many more onto a single masses. Mobile commerce has attracted handheld device 'mobile'. massive traffic because of its unique characteristics. The user can change the Products and services available through service of any financial institute or banks if M-Commerce gets better product and service or user is unsatisfied with the service of the subscribing company. Tickets can be sent to mobile phones using Besides this several bills can be paid using a variety of technologies. Users are then mobile and user can also check the able to use their tickets immediately, by available balance, the status of cheques, presenting their phones at the venue. and the status of requested processing and Tickets can be booked and cancelled on the customer care support. mobile device with the help of simple application downloads, or by accessing the Several dealings can be handled through WAP portals of various travel agents or mobile phones. direct service providers.

Service / Retail sectors Mobile vouchers, coupons and loyalty cards Service and Retail sectors are also among the leading sectors, which have nurtured Mobile ticketing technology can also be most from mobile commerce. M- used for the distribution of vouchers, Commerce has proved a major boon for coupons, and loyalty cards. These items are these sectors. Several business dealings no represented by a virtual token that is sent to matter how big or small are being finalized the mobile phone. A customer presenting a

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mobile phone with one of these tokens at Customized traffic information, based on a the receives the same benefits user's actual travel patterns, can be sent to a as if they had the traditional token. Stores mobile device. This customized data is may send coupons to customers using more useful than a generic traffic-report location-based services to determine when broadcast, but was impractical before the the customer is nearby. It is very simple invention of modern mobile devices due to commerce method. the requirements.

Content purchase and delivery

Currently, purchase and Banks and other financial institutions use delivery mainly consists of the sale of ring- mobile commerce to allow their customers tones, wallpapers, and games for mobile to access account information and make phones. The convergence of mobile transactions, such as purchasing stocks, phones, portable audio players, and video remitting money. This service is often players into a single device is increasing referred to as Mobile Banking, or M- the purchase and delivery of full-length Banking. music tracks and video. The download speeds available with networks make it Mobile Storefront possible to buy a movie on a mobile device in a couple of seconds. The reinvention of the mobile phone as a touch sensitive handheld computer has for Location-based services the first time made mobile commerce practically feasible. 'According to ABI The location of the mobile phone user is an Research, mobile is going to get a lot important piece of information used during bigger in the e-commerce market. The mobile commerce transactions. Knowing research firm is predicting that in 2015, the location of the user allows for location- $119bn worth of goods and services will be based services such purchased via mobile phone.' Local discount offers Local weather Mobile brokerage Tracking and monitoring of people Local map Stock market services offered via mobile devices have also become more popular Information services and are known as Mobile Brokerage. They allow the subscriber to react to market A wide variety of information services can developments in a timely and be delivered to mobile phone users in much irrespective of their physical location. the same way as it is delivered to PCs. These services include: Auctions News Stock quotes Over the past three years mobile reverse Sports scores auction solutions have grown in popularity. Financial records Unlike traditional auctions, the reverse Traffic reporting auction (or low-bid auction) bills the consumer's phone each time they place a

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bid. Many mobile SMS commerce commerce. Mobile companies in South solutions rely on a one-time purchase or Korea believed that mobile technology one-time subscription; however, reverse would become synonymous with youth life auctions offer a high return for the mobile style, based on their experience with vendor as they require the consumer to previous generations of South Koreans. make multiple transactions over a long "Profitability for device vendors and period of time. carriers hinges on high-end mobile devices and the accompanying killer applications," Mobile Browsing said Gibran Burchett.

Using a -a World Wide Payment Methods Web browser on a mobile device-customer can shop online without having to be at Consumers can use many forms of payment their personal computer. in mobile commerce, including:

Mobile Purchase Premium-rate telephone numbers', which apply charges to the consumer's long- Catalog merchants can accept orders from distance bill. customers electronically, via the customer's mobile device. In some cases, the merchant Charges added to the consumer's mobile may even deliver the catalog electronically, telephone bill, including deductions to pre- rather than mailing a paper catalog to the paid calling plans customer. Some merchants provide mobile websites that are customized for the smaller Credit cards screen and limited user interface of a mobile device. Some providers allow credit cards to be linked to a phone's SIM card. and advertising Micropayment services In the context of mobile commerce, mobile marketing refers to marketing sent to Stored-value cards, often used with mobile- mobile devices. Companies have reported device application stores or music stores that they see better response from mobile marketing campaigns than from traditional Conclusion campaigns. Now-a-days, Cellular phones have become Mobile Media so popular that many businesses are beginning to use mobile commerce as a Mobile media is a rapidly changing field. more efficient way to communicate with New technologies, such as Worldwide their customers. In order to exploit the Interoperability for Microwave Access, potential mobile commerce market, mobile (WiMax), act to accelerate innovation in phone manufacturers such as , mobile commerce. Early pioneers in mobile Ericsson, Motorola, and are advertising include , Orange, and working with carriers such as AT&T SK Telecom. Mobile devices are heavily Wireless and Sprint to develop WAP- used in South Korea to conduct mobile enabled smart phones. Using Bluetooth

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technology, smart phones offer fax, e-mail, University Press. p. 33. ISBN 978-3- and phone capabilities all in one, paving the 937816-31-9. way for m-commerce to be accepted by an http://www.abiresearch.com/practice/Mobil increasingly mobile workforce. IBM and e_Software_and_Services other companies are experimenting with http://citeseerx.ist.psu.edu/viewdoc/downlo speech recognition software as a way to ad?doi=10.1.1.94.46&rep=rep1&type= ensure security for m-commerce pdf. transactions. http://www.ehow.com/facts_604881_mobil e-commerce More recently, business definition.html#ixzz1kfPlGdX0 owners, and big-box retailers in particular, http://www.gs1.org/docs/mobile/GS1_Mob have made an effort to take advantage of ile_Com_Whitepaper.pdf mobile commerce by utilizing a number of http://www.roseindia.net/services/m- mobile capabilities such as location based commerce/mobile-commerce.shtml services, barcode scanning, and push http://www.mobilecommercedaily.com/ notifications to improve the customer http://www.magentocommerce.com/produ experience of shopping in physical stores. ct/features/mobile-commerce/view By creating what is referred to as a 'bricks http://www.mobilecommerceworld.com & clicks' environment, physical retailers (http://smart.com.ph/money/) can allow customers to access the common http://www.watblog.com//mobile- benefits of shopping online (such as commerce-in-india-today-and- product reviews, information, and coupons) tomorrow/ while still shopping in the physical store. This is seen as a bridge between the gaps created by e-commerce and in-store shopping, and is being utilized by physical retailers as a way to compete with the lower prices typically seen through online retailers.

Thus, the future of m-Commerce seems extremely bright because several experiments are going on to introduce the upgraded version of mobile likely to emerged with the evolution of 4G mobile technology.

References

Engel-Flechsig, S. 2001. Securing the new global economy, Mobile Commerce World. Tiwari, R., and Buse, S. 2007. The Mobile Commerce Prospects: A strategic analysis of opportunities in the banking sector (PDF). Hamburg: Hamburg

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