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Chapter 1: Introduction

Mobile Commerce ( m-commerce ) can be widely defined as “any dealing, affecting the transportation of ownership or rights to utilize goods and services, which is initiated and/or completed by utilizing nomadic entree to computer-mediated webs with the aid of an electronic device” . ( R. Tiwari, and S. Buse. 2007 ) Business-to-consumer ( B2C ) Mobile commercialism ( m-commerce ) refers to consumers sharing information and buying merchandises and services from Sellerss with their nomadic devices ( Balasubramanian et Al. 2002 ) . With the uninterrupted development of telecommunication engineering, nomadic services ranges from electronic mail receiving and sending, shopping for goods and services, playing on-line synergistic games, merchandising stocks and portions, modesty tickets, behavior banking and pecuniary minutess and even associate to societal networking sites to link with friends.Mobile commercialism constitutes payment for such goods, services and information.

Users entree a web site or wireless entree protocol ( WAP ) by come ining the web reference ( URL ) of the peculiar merchandises required via the nomadic phone browser. Text messaging ( SMS ) is another manner users can ‘communicate ‘ with 3rd party service supplier. Depending on the tangibleness of the merchandise, the bringing of the merchandise can be in the signifier of physical aggregation or downloaded digitally into the nomadic devices.

1.1 Development of Mobile Commerce

Finland is the ‘birthplace ‘ of Mobile Commerce. In 1997, the first SMS-activated Coca Cola peddling machines was installed in Helsinki. Same twelvemonth, mobile-based finance and banking service were besides launched. Finland is besides the topographic point where the first gross revenues of digital content, pealing tones were downloaded to mobile phones, were made. In 1999, Philippines and Japan commenced a national commercial platform for nomadic commercialism, known as SMART and i-Mode severally. Subsequently, nomadic commercialism associated services begun to shoot quickly in other markets, from nomadic parking in Norway, to gross revenues of train tickets via nomadic phones in Austria to the purchase of air hose tickets in Japan.

From 2002, public transit commuters in Helsinki are able to buy ropeway and undergrounds train tickets via nomadic phones. The cost of the tickets is the same as those bought from a machine but without the waiting line. In Colorado, it is one of the first few topographic points whereby one can order film tickets and pay via nomadic phone. A dedicated counter is arranged for the pick-up. Mobile verifiers or vouchers are seeable in many states from Finland, Spain, Germany, and United States to Japan. The promotional points offered on price reductions scopes from laptops to McDonalds. Ringing tone and wallpaper downloading have been one of the first widely used Mobile commercialism services. Some nomadic services suppliers offer nomadic intelligence services, such as headlines, athleticss, conditions, athleticss to mobile endorser, sometimes free when sponsored by nomadic advertizer or at a monthly subscription cost to the user.

Small-scaled nomadic commercialism doesexist in most markets, from SMS voting in world shows like ‘American Idol ‘ to take part in publicity lucky draws to downloading nomadic ringtones. External environmental factors do play a portion in advancing the nomadic commercialism growing. Worldwide enlargement of digitalization and mechanization of gross revenues proceduresin the e-business and e-commerce on the Internet allow easier transference to the nomadic commercialism environment.

1.2 Technology

Mobile commercialism is actualised by a series of interlinked engineerings such as networking, embedded systems, databases and security. ( Siau et al, 2003 ) . Mobile devices, wireless systems and package ‘s enable a faster transmittal of informations, along with dependability and security.

Global System for Mobile Communication ( GSM ) is the 2nd coevals ( 2G ) after the parallel cellular epoch. It is the basic circuit-switched system whereby users need to dial in to keep connexion. The 2.5G engineerings consist of the General Packet Radio Service ( GPRS ) and Enhanced Data GSM Environment where they make used of bing substructure but faster in footings of directing velocity. This coevals of nomadic engineering is meant for transference of multimedia and broadband applications.

The 3rd coevals ( 3G ) uses the Universal Mobile Telecommunication System ( UMTS ) , which strives to supply higher bandwidth, faster transmittal of voice, text, picture, and multimedia for data-concentrated applications. UMTS allows users to be invariably connected to the Internet and its services worldwide, irrespective of the devices ( Mobile or computing machines ) used. As such, the nomadic device can be integrated with maps of other equipment such as telecasting, newspaper, organizer, computing machine and even recognition card.

In order to entree web information to the nomadic devices, the Wireless Application Protocol ( WAP ) was designed. As an unfastened and planetary standardization for nomadic applications, WAP aimed to link and pass on nomadic devices with other devices over wireless web on an synergistic and real-time interface.

Global Positioning System ( GPS ) uses a orbiters system revolving around the Earth and is peculiarly utile location engineering. It is indispensable to location based nomadic commercialism based applications, as it offers relevant information dependant on location.

1.3 Role of channel supplier

The functions of the 3G operators are more obvious than the voice-centric 2G. In fact, how these operators facilitate their functions will find the acceptance of nomadic commercialism. The bearer or Internet Service Provider ( ISP ) is the entity that delivers the information to and from the user. The initial phase of 3G-standardisation procedure started with double bed theoretical account, the pure bearer and service and/or connexion supplier. It is viewed that this theoretical account will go on with bearers bring the chief subscription supplier. The gateway or portal is the entity centred to the services scope. It is still ill-defined whether bearer will command it entirely. Regardless, it is definite that the figure of content supplier will increase. The function of Bankss in nomadic commercialism is considered critical since easiness of payment is one of the deciding factors in acceptance of nomadic commercialism. Certification authorization is the entity that guarantees the minutess between the beginning and finish.

In add-on to the above mentioned substructure demands, a smartcard called UMTS Subscriber Identity Card ( USIM ) is mandatory in every device n order to do phone calls. The basic maps for USIM are security via shared secret key, personal information director, and SIM toolkit applications. USIM is besides a platform for applications or characteristics such as public cardinal security content right of first publication control, specification and cookies, informations or application cache, hallmark of users and plastic roaming.

1.4 Development of Mobile Commerce

The extended handiness of Internet-accessible nomadic phones is easy making a community of nomadic commercialism users. It is expected that this community might transcend the PC community. ( Ahonen, 2002 ) With engineering such as WAP or 3G, it is believed that electronic commercialism information and/or synergistic content will be adapted to the nomadic commercialism environment.

While the bulk of nomadic commercialism chances and purchases are business-to-consumer ( B2C ) , the possibility of business-to-business ( B2B ) still stands. It is predicted that concern users and their demands will be fulfilled by the 3G services. A study by Accenture in 2001 “Future of Wireless” , has suggested that most concern activities are easy accommodated for nomadic commercialism.

With the rapid spread of nomadic commercialism, nomadic phone makers such as Nokia, Sony Ericsson, Samsung, Motorola and LG had began to develop WAP-enabled smart phones to work on the market potency. Interestingly, it was the debut of Apple ‘s iPhone Mobile commercialism based systems like FanGo that the platform started to travel into existent applications alternatively of SMS systems.

The cardinal advantage of nomadic commercialism services is the mobility of comfortss. Mobile commercialism allows users the ability to put to death minutess irrespective of the location and clip. With such uniqueness, nomadic commercialism has experienced comparatively greater success in markets like Japan in respects to single acceptance rate. In comparing, this freshness engineering has yet to accomplish widespread popularity in other markets like the USA, Australia and Singapore.

Mobile commercialism actualise the possibility of accessing information at anyplace and anytime. It provides users the opportunity to entree the Internet regardless of location ( capable to the web coverage of nomadic cyberspace operators ) , the ability to place a individual nomadic device ‘s location ( Global Positioning System ) and to recover and/or update information whenever needed. The characteristics of nomadic commercialism can be categorised into the followers:

Ubiquity. The most distinguishable advantage of nomadic commercialism is its ubiquitousness. With internet-enabled nomadic devices, users can obtain any information required. Besides, the emerging nomadic commercialism applications allow users to prosecute in activities such as instant messaging, associating to societal networking web sites, carry oning fiscal minutess or looking up for weather intelligence.

Dissemination: The radio substructure that support instantaneous bringing of informations to mobile devices allows an efficient distribution of information to a population.

Personalisation. With the monolithic sum of information available on the Internet, it is of import that the content users receive is relevant. Mobile commercialism companies can make applications that allow customizable information and services applicable to users.

Localisation. Another important characteristic will be the ability to place user ‘s physical location with prompted the creative activity of location-based applications. The Sekai Camera created by Tonchidot is one illustration of how far such applications can travel. ( Figure )

Beginning: hypertext transfer protocol: //

Chapter 2: Background

2.1 Mobile Commerce in Singapore

Mobile commercialism inventions were besides introduced. June 2001, Coca-Cola partnered with SingTel on a Dial-a-Drink strategy to enable consumers to purchase drinks from the peddling machines via SMS, cost of the drinks will be credited to their phone measures. M1 has a similar development with Yeo Hiap Seng excessively. The largest cab fleet company, ComfortDelgro, started a free SMS cab booking service. This service, aimed to better fit demand and supply, offers commuters an alternate channel to book a taxi apart from the “call-a-cab” strategy.

Another interested application of nomadic commercialism will be the audience polling. When telecasting station and/or web-based Television world competitions was freshly introduced into the local media scene, audience support through SMS vote was a common tendency. Although the ballyhoo is melting, SMS vote is still an option for media competitions on top of on-line vote. It is apparent in the Singapore Blog Awards 2009 where Rednano Mobile, the nomadic platform of, powers SMS voting. Increasingly, real-time SMS service like messageLIVE provided by SingTel are used at events where audience can take part in lucky draws, remark, etc via SMS and it will be outright reflected on screen. SMS dealing has been seen in local telecasting charity shows such as the President Star Charity Show.

It is observed that nomadic payment method plays an of import portion to the success of nomadic commercialism. There had been several nomadic payment enterprises launched in Singapore. Local Bankss have started turn overing out nomadic banking services manner back in 2001. TELEMONEY by Systems @ Work Pte Ltd has besides implemented nomadic payment systems for retail and parking charges at Suntec City. NETS, excessively, stage in YW8 whereby motion-picture fans can reserve and buy Eng Wah cinema tickets. However, the demand for these services was so low that some services ceased to be.

One of the chief grounds for the unpopularity so was the complex use process for nomadic payments. Users foremost have to register and retrieve a sixteen-digit personal designation figure. After which, users will be required to either direct Short Message Service ( SMS ) or dial a specific figure to corroborate any purchase. Such incommodiousnesss make nomadic payment strategies hard to derive prevalence.

However, there have been ongoing attempts to better the telecommunication engineering such as Near Field Communications ( NFC ) and nomadic scan engineering to ease nomadic commercialism. NFC allows users to do payment by tapping their nomadic devices against a reader. Mobile scan engineering involves the utilizing of camera in nomadic phone as barcode reader. Mobile barcodes are normally used for information or service petition or content from a web site. It can be publicity inside informations, price reduction verifier or codification via SMS or MMS, or pealing tone, MP3, or game download or activation, or chink to purchase human agent, or purchase concert or travel ticket. The set up costs is normally the duty of the merchandises company while partnering with a nomadic payment service supplier.

While Mobile commercialism now remains at infant phase, there are a myriad of companies looking into SMS-based applications and WAP. The InfoComm development Authority of Singapore ( IDA ) has ongoing research to place the current local Mobile commercialism industry position and thenceforth implemented several enterprises to promote and back up companies on nomadic applications and/or platform development. At the official gap of imbX 2009, it was announced by Minster Lui Tuck Yew that the authorities intend to apportion $ 1.73 billion for new infocomm undertakings. Part of these undertakings will include the deployment of contactless point-of-sale terminuss via NFC to advance electronic payment acceptance and development of applications on nomadic commercialism platform, location-based services and fresh original Mobile services.

It is observed that service supplier in the nomadic commercialism value concatenation, such as the radio application suppliers, Mobile operators, and other participants, have been swift to present applications to the mass-market. However, the rate of acceptance has been slightly pale.

2.2 Statisticss

As of June 2009, Singapore has a nomadic incursion rate of 130.6 % . It is really common to for consumers to have more than one nomadic device each. The nomadic incursion rate has been on a steadily addition since 1997. 2009 besides indicate an uprising tendency lest for the blunt bead of 3.2 % in June 2009. While the nomadic subscriptions averaged about 64000, the figure of 3G subscriptions has increased over the past six months. Despite the positive increase, the market portion of nomadic commercialism has yet to pick up similar form. Singapore pales comparing to Japan wheremobile commercialism is a immense success, imputing more than $ 400 million in grosss annually. NTT DoCoMo ‘s popular i-mode service allows users to purchase soft drinks from peddling machine, wage for nutrient at fast nutrient eating houses, and store at on-line stores like, and purchase most of goods via DoCoMo ‘s charge system. Companies like Visa besides offer m-commerce services in Japan.

Chart 2.1: Mobile Penetration Rate of Singapore, Q1-Q2 2009

Beginning: Statisticss on Telecom Services for 2009 ( Jan – Jun ) , IDA Singapore. hypertext transfer protocol: //

Chart 2.2: Singapore Mobile Market

Beginning: Statisticss on Telecom Services for 2009 ( Jan – Jun ) , IDA Singapore. hypertext transfer protocol: //

Chart 2.3: Mobile Penetration Rate of Singapore, Annual, 1997-2008

Beginning: Statisticss on Telecom Services for 2009 ( Jan – Jun ) , IDA Singapore. hypertext transfer protocol: //


3.1 Mobile Commerce Process

Mobile commercialism consists of user ‘s engagement in minutess via nomadic terminuss. From a user ‘s point of position, recovering and directing information and buying merchandises are regarded as the basic stairss to mobile commercialism. Most nomadic commercialism surveies focused chiefly on the buying phase but clients are involved in having and reassigning information at the pre-purchase phase.

Receiving information consists of conveying of information from marketer to user ‘s nomadic device. As it is of import for clients to cognize about the merchandises, make comparing between merchandises and so do purchasing determination.

Transfering information represent the directing of information from user to Sellerss. The information can be used to depict merchandise and services demands, registering, supplying feedback and offering payment and/or bringing inside informations.

Buying is the act of purchasing merchandises and services via nomadic devices in return of pecuniary returns. The act of puting orders can be done through Wireless Application Protocol ( WAP ) belongingss of nomadic device. It does non include doing order by naming the marketer from nomadic phone.

3.2 Mobile Commerce Adoption Activators and Inhibitors

There are a important figure of surveies carried out to place and foretell the approaching activators and inhibitors of mass-market nomadic commercialism acceptance. As seen in the reappraisal here, different writers have highlighted different factors as cardinal activators/inhibitors to the acceptance of nomadic commercialism. Gillick and Vanderhoof ( 2000 ) suggest five broad-natured inhibitors, viz. the engineering, standardisation of industry, the concern instance, outlooks of consumers, security and dependability. The last factor is one of the most normally quoted. Most writers have quoted the deficiency of security and privateness could be the chief obstruction to the growing of nomadic commercialism. E-Mori conducted a multi-market survey for Nokia Networks and it was found that the deficiency of perceived demand ( Signorini, 2001 ) , conservativism, and perceptual experiences associating to the dependability and security of the engineering are the chief hurdlings to acceptance of nomadic commercialism ; while convenience and control are found to be the cardinal determiners of demand. Buellingen and Woerter ( 2002 ) stress four critical success factors for the usage of Mobile services – transmittal rate, personalisation, informations security, and user friendliness. Based on a study by Strong and Old ( 2000 ) propose that easiness of holding omnipresent Internet entree will be the most indispensable for clients to prosecute in nomadic Internet applications. The writers noticed significant obstructions to rapid acceptance to mobile Internet in the hereafter are deficiency of consciousness in content and application, high operating costs and the unfavorable comparing towards nomadic Internet in footings of little screen size, awkward input, hapless hunt maps, unstable or expensive connexions, etc. On the other manus, many surveies disputed on the fact that nomadic commercialism may meet considerable growing with non-Internet adoptive parents because of the lower costs and easiness of use with nomadic devices involved. ( MAA?ller-Versee, 1999 ; Vittet- Philippe and Navarro, 2000 ; Ropers, 2001 )

Vittet- Philippe and Navarro ( 2000 ) and Green ( 2000 ) believe that ‘user-friendly ‘ is the chief point for nomadic commercialism acceptance. As such, the restrictions like little screen size, low bandwidth and the basic maps of nomadic devices influence the design of nomadic commercialism applications ‘ interface. Likewise, the study conducted by Carlsson and Walden ( 2002 ) noted that awkwardness in velocity of service and little screen size of nomadic phones attributed to the hinderance in nomadic commercialism acceptance. On the other manus, Langendoerfer ( 2002 ) assumes that technological affairs such as proficient environment and nomadic devices will non be the chief ground for the awkwardness in widespread use of nomadic commercialism. Rather, the concerns of users such as privateness and security have a larger influence on the slow return off.

Shuster ( 2001 ) speculate that pricing will decidedly hold an influence on nomadic commercialism acceptance. “Improved nomadic devices, user-friendly shopping interfaces, effectual applications and services, reduced monetary values, unafraid minutess, high bandwidth and web coverage” are the list of cardinal success factors for intensifying nomadic commercialism acceptance from the online study by Vrechopoulos et Al ( 2002 )

It is besides highlighted from a consumer study ( Anckar, 2002b ) that nomadic commercialism acceptance is driven by “convenience and flexibleness to daily modus operandis instead than exhilaration and entertainment” . It is besides found out that consumers regard the map to carry through instantaneous and time-sensitive demands as of import acceptance drivers of nomadic commercialism.

Prior research has slightly indicated that the chief factors act uponing the determination to follow nomadic commercialism related to the services or device characteristics has gone beyond the traditional map of a nomadic phone, i.e. one-to-one voice communicating. In line with this theory, consumer will be encouraged towards mobile commercialism based on the fact that nomadic device in transforming into a personal device, via which assorted minutess and activities can be carried out.

3.3 Traditional theoretical accounts

Several surveies have been carried out utilizing conventional acceptance theories and theoretical accounts like the Technology Acceptance Model ( TAM ) and Theory of Planned Behaviour ( TBP ) . However, the chief decision drawn by many writers was that traditional theoretical accounts are missing to deduce important tax write-off on the determiners of single acceptance or rejection of nomadic commercialism.

Harmonizing to the Theory of Planned Behaviour ( Ajzen, 1991 ) , the behavior prior to any act ( behavioral purposes ) is established by variables like Attitude, Subjective Norm and Perceived Behavioural Control ( PBC ) . A user ‘s attitude associating to utilizing nomadic device to obtain, convey information and purchase is believed to act upon the user ‘s purpose to transport out the three behaviors. Subjective norm is believed to hold the same effects on users excessively. PBC is a factor of intended users ‘ behavior via increasing penetration of control, confidence and easiness of executing act.

Based on the research by Pavlou et Al, ( 2007 ) , the theoretical account of m-commerce acceptance stress mostly on “technology acceptance ( perceived usefulness and easiness of usage ) , technological features ( nomadic device show characteristics, nomadic device portability, and nomadic site navigability and download hold ) , information features ( nomadic site informativeness, information protection, and personalization ) , and consumer features ( mobile user ‘s accomplishments ) ” .

TAM has influence many information system based findings ( such as Lee et al. , 2002 ; O’Cass and Fenech, 2003 ) refering to information engineering acceptance in set or nomadic environment. Although many surveies are in favour of TAM as a theoretical account to explicate the determination of credence, it is still unsure if the theoretical account is wholly appropriate with respects to different channels.

The determinations to follow nomadic commercialism are really different from the determination to follow engineering for transporting grounds. First, users adopt nomadic commercialism as a new channel of commercialism instead than as engineering per Se. Second, nomadic commercialism may dwell of transactional and non- transactional component. This means that adoptive parents ‘ purpose to prosecute in nomadic commercialism should be viewed holistically. ( Pavlou, 2002 ) As such, we need distinguish between the assorted degrees of nomadic commercialism acceptance as we study consumer acceptance determination. Third, Eikebrokk and Sorebo ( 1998 ) pointed out that TAM is by and large applied to singular mark state of affairs, based on the premise that possible users are merely faced with one specific engineering. It is hence argued that to get valid prognosiss and justifications of engineering credence with TAM since users are presented with state of affairs whereby they can take among alternate channels. Fourth, it is argued that TAM itself is imperfect as it does non considered the influence of societal factors in the acceptance and use of new engineering or system. This defect has to be taken into consideration when analyzing the acceptance factors. Last, TAM assumes that use is free and voluntary, that there are no obstructions to forestall user from following any engineering every bit long as desiring to make so. This has lead to unfavorable judgment from several research workers ( Mathieson et al, 2001 ) and prompted some writers to supplement TAM with theories that hypothesize sensed hazards as a pre-condition to the nomadic commercialism acceptance. Pavlou ( 2002 ) emphasizes that the proliferation of the Internet has brought uncertainness and hazard in the acceptance of system. It hence require the integrating of variables that capture constructs in current engineering acceptance theoretical accounts by reflecting that trust and perceived hazard are straight linked to the purpose to transact via nomadic devices.

One ground for the insufficiency of traditional theoretical accounts is that the relationship between users and nomadic commercialism has non been clearly defined. Past methods merely analysed the interaction between the users and the engineering or between people in a web connexions. On the contrary, nomadic commercialism users interrelate in three waies, in technological facet, as members of webs and as consumers. These three functions need to be incorporated in order to accomplish a greater apprehension of nomadic commercialism acceptance.

The acceptance of nomadic commercialism – the interaction of consumers and Sellerss via nomadic minutess is different from the usual electronics commercialism due to the nature of location-independence, instantaneous real-time exchanges, the typical interface of nomadic devices, and the alone facet of nomadic devices like little screen size and low bandwidth. Therefore, nomadic acceptance is non simply an issue of serviceability of system or credence of engineering. It should include several consumer pre-purchase actions such as researching for information, supplying inside informations and act of buying utilizing nomadic devices.

This paper will re-examine present literature of voluntary acceptance of m-commerce services by persons to stress the demand to near the three facets of nomadic commercialism together in order to achieve a holistic comprehension. The current nomadic commercialism industry of Singapore will be evaluated based in this research. It will enable stakeholders of the nomadic commercialism industry to derive enlightening penetration on the credence of nomadic services. Hence, this will ensue in wiser decision-making in footings of concern schemes and proviso of the merchandise and services.

Chapter 4: Methodology

4.1 Survey

The self-administered study was hosted online on, under the sphere hypertext transfer protocol: // . The ground for holding such an unsupervised study technique was that the 16 inquiries were simple to understand and followed a direct logic.

The respondents are made up of 12 females and 24 males and all the respondents own a nomadic phone. They study instrument covered 16 inquiries refering to the users ‘ penetration and purpose associated to mobile commercialism and besides their experience with the nomadic commercialism and nomadic Internet. In this paper, there is a subdivision in the questionnaire where the respondents were requested to stipulate to what extent does they agree or disagree with the statement related to the considered significance of different proposed benefits and obstructions to mobile commercialism. The informations collected were used to place the activators and inhibitors that cover critical or non-critical factors that impact consumers ‘ determination in acceptance or non following nomadic commercialism.

4.2 Consequences and Discussion

Over 41 % of the respondent have a unmarried man grade and about 50 % of them holds a maestro or doctor’s degree grade. All the respondents own a nomadic phone and about 75 % have Apple iPhone. This will intend that their service supplier is SingTel since the Telecommunication Company has a monopoly on the distribution of the Apple iPhone until 2010 when the other 2 Telecommunication Company will besides hold the distributer rights. By the way, it is reflected from the informations aggregation that the most common point purchase via Mobile is the phone applications. Besides known as doodads, these applications can be downloaded on the iApps or iTunesstore via the phone Internet browser. In footings of frequence, it is has the most recent point purchase. More so 40 % of the respondent has purchase doodads for the past 1 hebdomad. Out of the 36 respondents, 34 of them has purchased ( buy/order/reserve/download ) point at least one time for the past 12 months. None of them has bought points off the peddling machine via the nomadic phone. The purchase of other points such as bespeaking for information and purchasing multimedia content by SMSto a specific 5-digit figure are instead sporadic.

Over 40 % of the respondents agree that utilizing nomadic commercialism saves them clip, with the other 30 % strongly holding. There are about 70 % of them who see that utilizing nomadic commercialism is stylish and voguish. With respects to the nomadic commercialism being an invasion of privateness, there are equal responses from those who agree, strong agree and disagree. However, approximately 80 % of the respondents think that it is safe to do purchases utilizing nomadic commercialism. The bulk of the respondents agree that they have the necessary agencies and resources to utilize nomadic commercialism. Lapp, the respondents besides agree that they will seek information about the new merchandise or services.

Among those that had ne’er performed a nomadic dealing before, the grounds chiefly evolved around unknowingness. Largely, they are do non possess adequate information to acquire started or utilize it, or no thought how much it will be. It is much preferred to utilize other devices such as computing machine or payment booths such as SAM or AXS to execute the dealing. It is normally believe that nomadic commercialism is expensive and will be excessively much.

However, it is indicated that they are willing to seek to mobile commercialism chiefly if it was easier to obtain information from the Internet via nomadic phone. This will besides consist of easiness of entree to rich media on nomadic devices and user-friendly pilotage on their nomadic devices.

4.3 Restrictions of the study

The informations collected from the study is extremely non conclusive for several ground. First, the size of respondents is less than 50 ; hence the consequences are non significant. Second, the profile of the respondents is excessively skewed towards certain sections ; chiefly male that has Apple iPhone. Hence, the information is non representative plenty. Third, the construction of the study was non good organised. The deficiency of logic and guided instructions, which is critical in self-administered study, may somewhat baffled respondent.

4.4 Suggestions for future research

It is seen that Apple iPhone may be a boosting factor for the hereafter nomadic commercialism phenomenon. The intuitive design and easiness of pilotage of the iPhone may impel more and more users to execute nomadic commercialism dealing. Besides, with the fact that all three Telecommunication Companies are offering iPhone from 2010, it is believe that the market portion of iPhone will spread out quickly. It is hence suggest that an iPhone focal point survey may be undertaken in the hereafter to better understand the consequence of iPhone, iPhone applications, iApps, and iTunes shop on nomadic commercialism tendencies.

Chapter 5: Decision

Despitethe fact that the study prove to be non-conclusive, there still exist certain points that were highlighted in this research. The possible and benefits of nomadic commercialism may look evident to most of us, the path to mobile commercialism success in Singapore may non be so simple. Technical restrictions of nomadic phones and radio engineering, concern demands, legal concerns do the widespread usage of nomadic commercialism to be hard.

First, there are the restrictions of nomadic devices. While nomadic phones allow a great extent of flexibleness and mobility, they are unable to compare with personal computing machines in certain facet. The devices need to be little and ready to hand, hence ensuing in the little screen, low show declaration and awkward input computer keyboard. This mechanism hinder restrict the grade to which nomadic devices can be design to user friendliness. In add-on, nomadic devices have to compromise in footings of memory capacity and battery life. The devices are unable to back up complicated minutess and applications and hence, limit the usage of nomadic commercialism in intricate concern environment.

Second, the issue of user trust is besides into consideration. With each single dealing, the purchaser and marketer demands to be able to authenticate the other party in order to guarantee that the message received are as intended. Communicated content demands to be kept confidential and transmitted to the right receiver. Since the nomadic environment is susceptible to higher exposure, it is natural that users are concerned about the security facet of nomadic commercialism. Users want to be assured that all the personal and bank information revealed during radio nomadic commercialism is secured. The mass acceptance will non go on until users have utmost assurance in the nomadic commercialism system.

Third, there is besides the being of assorted perplexing and opposing protocol in today ‘s nomadic web industry. While the web operators in Europe and Pacific Asian part usage GSM, TDMA ( Time-division multiple entree ) and CDMA ( Code-division multiple entree ) are more normally used in the United States. The differing criterions lead to an mutual exclusiveness of nomadic devices that make it hard for providers, distributers, retail merchants and clients to pass on.

Fourth, radio communications are considered more open than wired communications. Although encoding and security exist in most wireless informations webs to a certain degree, the engineering does non vouch secured transmittal in the substructure of the web. Datas can be lost, stolen or altered which give rise to security challenges. Security is an of import issue that needs to be ascertained before it evolved to a larger facet of day-to-day life.

Fifth, there is the issue of compatibility among the differing web linguistic communications. The presence of the broad scope of incompatible criterions further impedes the success of making smooth nomadic commercialism applications. For illustration, the latest nomadic phones encompass WAP and WML whereas condensed HMTL is used by NTT DoCoMo ‘s iMode.

Sixth, it is of import that service supplier and houses integrate seamlessly for nomadic commercialism. Besides the ability to carry on concern minutess from nomadic devices, the seller must possess the necessary resources be support their clients.

Last, legal concerns are besides involved when implementing mobile commercialism. It is disputing, as it is non a simple procedure of mere reassigning traditional jurisprudence to mobile commercialism environment. From the care of privateness, calumny to rational belongings protection and revenue enhancement, the nomadic commercialism topographic points significant trial on the legal system.

In decision, operators over clip should be in a place to extinguish most of the barriers to the acceptance of upcoming nomadic services. By simplifying duty constructions and take downing monetary values they will do new services accessible to the wide market. By bettering the multimedia client experience they will guarantee that services are obliging, and therefore will drive use and client trueness.


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