Αυτή η δημοσίευση αναλύει τα πιθανά παρακλάδια στην περιοχή του marketing και τις αλλαγές της αγοράς λόγω της ανάπτυξης του m-commerce. Το m-commerce έχει προσδιοριστεί ως η διαδικασία της διεξαγωγής εμπορικών συναλλαγών μέσω ασύρματων τηλεπικοινωνιακών δικτύων χρησιμοποιώντας επικοινωνιακές και πληροφοριακές συσκευές όπως το κινητό τηλέφωνο ή τον υπολογιστή χειρός. Επίσης, αυτή η επιστομονική αναφορά αναλύει τις ευκαιρίες που διάφορα χαρακτηριστικά του m-commerce φέρνουν στην περιοχή του marketing.

M-commerce (mobile commerce) as understood in this paper is the buying and selling of goods and services on a mobile platform. Planning m-commerce applications leads to new challenges for requirements engineering methods, even against the background of UMTS. The domain is completely new to both developers and users. The technology is rapidly changing. Time and creativity are important success factors. This paper presents a special variant of Quality Function Deployment (QFD) for building m-commerce applications that considers these conditions.

This paper explores the marketing role of SMS text messages. While Internet based m-commerce has been disappointing, commercial applications for SMS are developing rapidly. The conceptual framework compares SMS to telemarketing and email marketing, and describes the key features of this new medium. Five distinct SMS business models are identified and discussed.

The emergence of mobile devices and wireless networks has created a new path in the field of e-commerce: “mcommerce”. Significant research is needed, in the field of service discovery, to support m-commerce applications. Various new applications, that would use services available to a mobile device from both the fixed network backbone and peer mobile devices in its proximity, are being developed. M-commerce applications have the challenging task of discovering services in a dynamically changing environment.

In the past, Telecom operators’ revenues came from voice services that they provided and owned themselves (e.g. free phone, 800 numbers, etc.). The introduction of data capabilities into their network, such as connectivity, SMS, ADSL or MMS brought many opportunities for their subscribers to access appealing services. However, most of the time, these services were owned and provided by third parties, or partners, known content providers.

Mobile technologies have gained much attention recently, not only as part of consumer-oriented products and applications, but also as a tool to augment business strategies and to support organizational processes, in particular when integrated with Internet-based technologies (Economist 2001, Varshney and Vetter 2001, Barnes 2002, Smith et al. 2002). Using such devices as cell phones, personal digital assistants (PDAs) and laptops with built-in wireless modems, employees now have the possibility to remain connected to the company’s network at times when they are away from the office and would otherwise be unable to access the system, thus eliminating the need for location-dependent connections to corporate information systems.

Energized by the prospect of a mobile commerce era, wireless telecommunication providers have spent hundreds of billions of dollars just to buy radio spectrum rights in auctions around the world. Costs for wireless infrastructure, equipment, and marketing will add hundreds of billions more. Wireless providers do not expect payoffs from such a huge investment any time soon but instead are focusing on rapidly gaining market share before the rollout of third-generation (3G) wireless technology. —an illegal and often heavily penalized practice in many countries, including the US—or accumulate a large enough cash reserve to ride out a price war and bankrupt their competitors. popular short-message service requires consumers to buy both voice-communication service and short-message service at the same time.

Even though mobile business (or short: m-commerce) and mobile commerce (or short: m-commerce) are currently the mostly used terms in business literature, there is none – or almost none – appropriate and/or satisfying definition for either one. What is even worse is the vast amount of terminology that is used synonymously, including terms such as “mobile electronic commerce”, “wireless electronic commerce”, or simply “wireless”.

M{commerce is a new area arising from the marriage of elec- tronic commerce with emerging mobile and pervasive computing tech- nology. The newness of this area|and the rapidness with which it is emerging|makes it dicult to analyze the technological problems that m{commerce introduces|and, in particular, the security and privacy is- sues.

Opportunities in the development of new wireless mcommerce applications are enormous. Market research has valued these opportunities anywhere between 26 billion in 2004 to 42 billion in 2005. Within this paper we present an m-commerce framework based on agent technology. We believe that agent technology can greatly assist in the development of new wireless m-commerce applications as currently mobile devices suffer from limited networks bandwidth and processing power.

Ο Keiji Tachikawa, CEO της NTT DoCoMo μιλάει στην Boston Consulting. Μεταξύ των άλλων αναφέρει τους κρίσιμους παράγοντες επιτυχίας της ΝΤΤ DoCoMo, τη γνώμη του Tachikawa για την killer εφαρμογή στο περιβάλλον 3G...

Μέσα από χαρακτηριστικές εφαρμογές κινητού ηλεκτρονικού επιχειρείν η Boston Consulting παρουσιάζει πως μια επιχείρηση μπορεί να αποκτήσει ανταγωνιστικό πλεονέκτημα με την ανάπτυξη τέτοιου είδους εφαρμογών.

Με την εμφάνιση νέων τεχνολογιών στο χώρο των τηλεπικοινωνιών νέα επιχειρηματικά μοντέλα αναδύονται. Η προκειμένη μελέτη παρουσιάζει ένα νέο μοντέλο το "supermarket".

Στο κείμενο αυτό εξετάζεται η παρούσα κατάσταση στον χώρο του κινητού ηλεκτρονικού επιχειρείν και παρέχονται προς τα διευθυντικά στελέχη, μέσα από παραδείγματα, οδηγοί για επιτυχημένες υλοποιήσεις m-business και ποιά τα πιθανά αποτελέσματα.

Αυτή η δημοσίευση παρέχει μια απαιραίτητη βασική γνώση σε όλους αυτούς οι οποίοι ασχολούνται με τις αβεβαιότητες του περιβάλλοντος του mobile business και σε αυτούς των οποίων η επιβίωση εξαρτάται απο σοφές συμβουλές, οι οποίες είναι πιθανές να κεφαλοποιήσουν τις ευκαιρίες που τους παρουσιάζονται ενώ καταπραύνουν τα επικείμενα ρίσκη.