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M-Commerce

Chapter · November 2016

DOI: 10.1201/9781315207353-7

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Extracts from Book: E-Systems for Business and Commerce.

CHAPTER 7

M-Commerce
Dr. Fadi Safieddine
The American University of the Middle East, MIS Department, Business
1

College, Egaila, Kuwait. Email: [email protected]

ABSTRACT

M-commerce, a process of selling and buying using mobile devices, is

and will continue to grow for the foreseeable future. The technology has
it characteristics and limitations, but great opportunities for businesses as
sales growth and new business models continue to outpace other
technologies. Apps supported by app stores have provided an
environment of trust for consumers; yet Web based M-commerce remains
dominant with evidence that physical shops are using M-commerce to
fight back. Still, the real business prospect in M-commerce comes from
the opportunities to develop new business models and integrating new
technologies where innovations and creativity is highly rewarded.

7.1 INTRODUCTION

M-commerce, or Mobile Commerce, a term derived from the Electronic

Commerce with the focus on the ability to buy, sell, advertise and
perform business operations on the move. The technology allowing such
process is constantly developing and changing. Initially linked to laptops,
M-commerce is now predominately associated with smartphones and
tablets. More recently businesses have been eying opportunities in M-
commerce in wearable technologies such as smart watches and smart
glasses. Therefore, the main criteria by which a process can be
categorized as M-commerce is the ability to use wireless devices for
business transactions while on the move.

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7.2 CHARACTERISTICS AND LIMITATIONS

Mobile commerce has characteristics that make it significantly different

to E-commerce using desktops and laptops:
- Mobile devices tend to have limited space: a typical smartphone or
tablet would have less than 10% storage space compared to desktops
and laptops.
- Mobile devices also have significantly smaller display screens to
allow easier mobility. This means the design of websites, apps, and
applications for M-commerce needs to take into consideration what
are the essential requirements needed to fit into these limited displays.
- Mobile devices need to operate on battery for longer hours. This
feature is essential if the device to be considered to be true mobile.
Long and continuous use of the processing power of the mobile
devices would drain the battery.
- Limited processing power and processing memory Random Access
Memory (RAMs). Typical mobile devices are not equipped to perform
extensive processing as traditional desktops and laptops. The
processer is designed to self-cool without the need for a fan to keep
the mobile devices both slim and reduce the use of the battery. Thus
many traditional applications could not run efficiently on mobile
devices.
- Internet traffic on mobile devices needs to consider that many mobile
devices would be using mobile network. Both the devices and the
network cannot handle extensive traffic although the new generations
of tablets and smartphones have been designed to handle faster and
better Internet traffic at speeds now reaching 5G or 100GB per
second.
- The operating systems on mobile devices have been designed not to be
large and reduce its extensive use of the processor and RAMs. This
has come at a cost in reducing the tools and options that would have
been otherwise available in typical desktop or laptop.
- Mobile devices come with extensive features not found traditionally in
desktop or laptop devices. Features include: high-resolution cameras,
Global Positioning Systems (GPS), Near Field Communication
(NFC), SMS messages, calling, and access to extensive libraries for
application downloads known as Apps.

7.3 APPS AND APP STORES

7.3.1 DEFINITION:
The term apps is used to describe small applications which users use to
download on mobile devices from specific App Stores associated with the
operating system or phone devices they have purchased. Traditionally,
applications required large storage and the installation had to undergo
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several stages and authorizations from the system administrations. Risks
have traditionally been associated with application downloads, especially
when downloaded from the Internet with trust in the source of these
applications always a concern. App stores have come about to limit and
create an environment of trust. Apps tend to be compact, requiring less
Internet traffic, requiring less processing power, and checked by the App
stores to be legitimate. App stores check Apps for any unauthorized
contains such as viruses, spyware or codes allowing unauthorized access
otherwise known as hacking. Applications that pass these checks get the
App store certifications and are authorized to appear on the App store.
The App Store certification allows that specific operating system to
authorize the opening of the App without asking for further authorization
of the user.
There has been incidents, however, were computer viruses and hackers
have been successful in getting unauthorized codes through legitimate
App store apps [1], [2]. However, these incidents remain significantly
rare.
Some of the most popular App stores are Apple App Store, Google Play
Store, Samsung Apps Store, and Windows Store.

7.3.2 CATEGORIES OF APPS:

Apps are categorized by what they provide in digital services.

- Game Apps are games using mobile devices in which user interacts
with the device in response to graphics on the screen. It may come as a
surprise to many people that while Game Apps represent the biggest
category of Apps; overall Game Apps represent less than 23% of the
most popular Apps.
- Business Apps are second most popular and represent apps created by
businesses to sell, buy, advertise, and maintain business operations.
Examples of business apps would be supermarkets, shops and stores,
restaurant chains, estate agents, suppliers’ apps, companies providing
comparison services, and more.
- Educational Apps represent around 10% and include academic tools
such as dictionaries, translators, language learning, programming,
calculators, word processors, spreadsheets, schooling, kids educational
apps, academic establishment apps associated with schools and
universities.
- Lifestyle apps include clothing apps, make up apps, food and cooking
apps, dieting apps, dating apps, time management apps, and more.
- Entertainment Apps would include movies, TV, videos, podcast,
digital radio and more. Traditionally, the process involved making a
payment to acquire the entertainment package and the user would
have access unlimited access to a copy. A recent trend is a move from
buying to streaming. Streaming involves watching or listening to that
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 content only once or for a short period of time. This is the same
business model associated with renting movies. Big names are found
here like YouTube, Netflex, and Sony.
- The remaining categories are: Utilities for managing the running of
mobile devices; Travel for flights, hotels, car rentals, and more; Books
for digital reading; Health and fitness; Music for buying or streaming;
Productivity for personal and business; Food and Drinks; Sports;
Photo and Video recording and editing; Finance which includes
banking, credit card, and financial management; News; Referencing;
Social Media; Medical; and finally Navigation.
Below is a breakdown of the most popular apps in the Apple App store as
reported by Statista website [3] for 2015.

FIGURE 7.1 Most popular Apple App Store categories in December 2015, by share of
available apps [3].

7.3.3 APP M-COMMERCE MODEL:

While some apps require an upfront payment to purchase them, the
majority of apps are available for download free of charge. In-app
purchases are, however, on the increase and are behind a significant
portion of the sales reported by App stores. In-app purchases have two
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popular options: subscriptions or digital purchases. After the free
download of the app, the user finds some of the most essential or
interesting features are locked. To unlock these features they would need
to subscribe. Subscriptions could be either unlimited, set number of days
or set number of uses. For example some dating apps would restrict user
from contacting more than ten users a day or News app that only allows
access to breaking news headlines for subscribed users. Some game apps
have also used the subscription features but with limited success. The
most popular means of payments for Game Apps are via digital purchases
whereby to be able to win, get advantage tool, continue to play or the
avatar the user is playing looks good the player would needs to pay. The
business model for digital in-app purchases is very similar to arcade
machines where to continue playing the user has to ‘insert a coin’. This
proved to be successful in highly competitive games. In-app purchase
have also been utilized in all the app categorized listed earlier. Giving
users the chance to try the application or try some of the useful features
proved to be an inducing technique to encourage users to make digital
purchases.

7.4 M-COMMERCE BUSINESS MODELS

While in E-commerce there are variety of business models involving
combinations of Business, Consumers, and Government, in M-Commerce
only four combinations are deemed significant enough. While Business to
Consumer (B2C) remains the most predominant model, we will also
explain three important models: G2C, B2B, and C2C. Other models will be
summarized, as their impact and existence remains very limited.
- Government to Consumer (G2C) M-Commerce is growing in
presence. Nowadays governments are keenly aware of the expanded
use of mobile use and several governments have moved several of their
services and payments to accommodate such model. Some of the G2C
models that have been adopted include council tax, service payments,
traffic penalty payments, and tax calculators.
- Business to Business (B2B) M-commerce is also slowly expanding as
business move to capitalize on existing and new supply chain
management systems that connects them better to their business
partners. Dedicated apps are designed to partly replace some of the
Web features that would accelerate order processing, track delivery,
and keep business partners informed of their latest news, services, and
products.
- Consumer to Consumer (C2C) represents a significant portion of M-
commerce as more independent consumers are able to sell to each
other using Mobile devices. Here traditional models in E-commerce
copied into apps have proven to be as successful. Auction apps and
consumer selling outlets such as ebay, gumtree, Graiglist, and even
5
 some social media apps such as Instagram have been use to facilitate
C2C M-commerce.
- Business to Consumer (B2C) represent by far the most significant
portion of successful M-commerce models. Businesses selling to
Consumers via M-commerce has also introduced rather new areas of
business which may have not been possible traditionally online.
Having apps that sell goods would represent the traditional E-
commerce model in the form of an app. However, M-commerce
introduced a rather surprising explosion of digital goods that were
traditionally not as successful on desktops. M-commerce has open new
prospects in games, music, videos, productivity, entertaining, and
educational apps bring in new business models. Opportunities to utilize
a rather very different device that has much higher communication
value to consumers. Also a device that has a much higher portability as
an entertaining and socializing tool that laptops and desktops. Business
to Consumer apps are also able to make use of integrated cameras,
GPS, and instance notification (or push messages) which otherwise
would not have been possible before – See Uber Case Study.

Uber Business Model:

Uber is an example of a highly profitable M-commerce business
model that has built its success around mobile communications and
mobile devices.
The smartphone app, which is free to download, provides on-demand
transport service to users by connecting mobile users to taxi drivers.
Taxi drivers register onto the service and they are required to have
valid permits as well as their own cars. Users use their mobile phones,
the built in GPS and Internet connection to locate nearby taxi drivers.
Taxi drivers would be using an iPhone mobile device provided by Uber
with GPS and Internet connection to let Uber know their availability
and location. Upon a request arriving, the system would direct the
nearest (or cheapest) service to the user so there is value to users to use
Uber. Uber gets 20% of all the fares that can only be paid using the
passenger’s credit card.

FIGURE 7.2 UBER Logo [4]

This service is available in nearly 300 cities across 55 countries

[5]. Despite only starting in 2009, the company value is estimated to be
as much as $62.5 Billion [6].
Key to the success of the Uber App is having user-friendly app,
fast responsive servers, utilization of the mobile device, having no
competition and thus developing their brand and image. However, the
6
 company has had to battle several high court cases regarding its service
and impact it has had on established taxi services as well as high
profile cases regarding the company’s vetting procedure when
enrolling taxi drivers.
Uber took advantage of free market economy and was not afraid to
disrupt other business models. Provided efficient service that
customers’ value.
Uber also represents a unique case as there is some debate as to
which M-commerce model it fits into. At first instance, Uber appears
to be Consumer to Consumer model (C2C) since the taxi drivers are
also consumers of Uber Service by being charged 20% of the fair. This
matches in some aspect what Ebay does when it charges the seller for
selling items via its app or website. However, Uber also vets and
checks drivers before they are enrolled, and there has been suggestion
that it actually acts as an employer. Thus they should be liable to
national insurance tax, employer tax, and local tax usually expected to
be paid by local businesses. If this is so, then Uber becomes Business
to Consumer model (B2C). This has been already the debate of several
court cases where local authorities and business have sued Uber for tax
evasion, unfair competition, and in some occasion responsibility of
negligence by their vetted drives [7].

7.5 B U S I N E S S OPPORTUNITIES IN M-COMMERCE

Business Opportunities in M-Commerce are expending as the demand

on portable and mobile computing continues to grow beyond the
market of smartphones to wearable technologies with implants
predicted shortly after. We will start by presenting where the
opportunities are still growing and where new opportunities are
expected.

- Digital goods: Digital goods are still a growing market in M-

commence represented by sale of Apps. Games, sold through the App
stores, represent the biggest portion of digital goods sold for M-
commerce. The Wall Street Journal reports that Apple App Store
recorded $20 Billion for 2015 [8]. Other digital goods included here
were explained in the ‘Categories of Apps’ sections include:
Entertainment, Music, Books and more.

- Digital Services: A growing market of providing services that

generates sales from social media advertising, communication apps,
and call over network. Skype, for instance, while provides free video
calls and voice of network calls, they charge for calls to landlines.
Other services have proven to help retain customers and attract new
customers are business apps such as M-banking, Grocery Sales,

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 Auction apps, and business directories. It should be noted that
convenience plays a key role here. Some of the successful digital
service apps have capitalized on making the service convenient to
customers, example Uber. Commodities, clothing and grocery sales,
are having limited success.

The following are technologies presenting new business opportunities

to M-commerce.

- Tablet market: This represents a key change in M-commerce. For

long the limited screen size presented a limitation for many users when
buying or selling online. For many users, there simply not enough
space on a smartphone to view and cross reference prices. So when
shopping for commodities of high value, users tend to resort to
desktops and laptops. Tablets with larger screen sizes are, however,
partly resolving this problem and may well be presenting new
opportunities not identified before. Tablets could contribute to the
growth in sales in productivity apps, product/service comparison apps,
commodities sales apps, and many applications that traditionally would
have been only available for desktop and laptop users.

- Retailers fighting back: Physical stores are continuously looking for

ways to support online sales in a way that would give them advantage
over virtual stores. Same-day shipping or delivery means customers are
getting the benefits of physical store while buying online. In-store
pickups or online reservation, is another example on how m-commerce
is mixing online and offline worlds. Customers pay for an item,
knowing that they can drive by and pick it up. This gives them faster
shopping and assurance of finding what they came for. Store location
information is another advantage that retailers are using to attract users
ensuring they are picked up by apps such as Google Maps. Retailers
are using geo-fencing, or providing offers and reminders to people who
are nearby, to attract customers. Starbucks did this through its app and
Apple passbook. Paypal introduced mobile store payment whereby
users open the Paypal app with GPS indicating nearby stores that
accept Paypal mobile store payment along with promotions and offers.

- Cloud Computing: The ability rent software and even hardware

services over the Internet is providing opportunities for business and
users to benefit from it. B2B and B2C cloud computing services
include software rental otherwise known as Software as a Service
(SaaS); storage and back up facilities otherwise known as
Infrastructure as a Service (IaaS). For businesses already using cloud
computing, being able to use Mobile services to do business on the

8
 more or get remote access to these applications presents an important
business opportunity. Noted here that several app stores provide their
own Cloud Computing storage and back up facilities with the first few
Giga bites free but additional space at a cost. Also several apps have
started witnessing opportunities in including cloud-computing services
to back up images, communications, and documents.

- Wearable technologies: Wearable technologies are defined as

computers we can wear. Recent successes include smart watches and
smart bands. Additionally, with limited successes there have been
smart glasses, smart necklaces, smart shoes and even smart rings.
Developers are finding ways to allow these devices to communicate
with smart phone thus introducing new markets for M-commerce in the
form of specialized apps. For example with smart watches and smart
bands, and array of health and lifestyle apps have been designed to
utilize GPS, Internet access and communication needs of users to allow
personalized health advice, workout routine, which include detailed
suggests and targets.

- Virtual Reality headsets: Virtual Reality headsets allow users to

interact with world that is virtual yet appears realistic. Unlikely
technology to be features in M-commerce, however many headsets and
mobile companies use smartphones to delivery virtual reality and with
that new opportunities for businesses. Virtual reality games, tours,
product reviews, news reporting, training apps, educational apps,
advertising, and more. Even Virtual reality headsets with built-in
devices are expected to have app store access and thus present new M-
commerce opportunities.

- Self-drive cars: Whether it is Apple, Google, or Mercedes; self-

driving cars will bring along wireless connectivity to the Internet and
with it will be a new era not only for driving but also for M-commerce.
New business ideas that are able to attract driving customers will have
significant advantage in areas of digital goods, digital services, sales
and advertising are yet to be explored.

- Airlines: Internet access on airplanes and use of tablets as

entertainment displays are already a reality for many airlines. Business
opportunities here are under utilized in form of communication tools,
digital goods, onboard sales, and duty free sales at destination airports,
as well as advertising. The future will likely witness economy air
passengers getting access to some entertainment, yet additional or
more premium entertainment available as pay-per-view.

- Others: Smart Televisions, Smart fridges, Smart cameras, and the

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 Internet of things are yet to open new M-commerce opportunities that
are to be discovered.

7.6 M O B I L E WEB COMMERCE FOR RETAILERS:

Despite the vast sales reported by App stores, mobile Web commerce
continues to outpace mobile app for M-commerce. In fact, according to
Forrester Survey report [9] on consumer behavior in the US showed
consumers prefer using retailers Web applications via their mobile
phones as opposed to the retailers’ apps. This includes locating stores,
reading reviews, comparing prices, purchases, product availability, and
learning about promotions. In fact, the only categories where
consumers used retailers apps more than the website are using store-
loyalty cards and paying for products to be collected from the store.
Thus suggesting that only loyal customers are the ones who tend to use
businesses’ apps.

7.7 SUCCESS FACTORS IN M-COMMERCE

Some key success factors for business M-commerce models remain
essentially similar to success factors in E-commerce websites although
M-commerce still has its own challenges.
- Trust in the source:
The source of such applications is important. The app stores
rigorous checks may seem quite daunting for new app developers
but this is essential part of the trust that users will have in their
app. Another supportive element of going through app stores is
that they act as financial cybermediary in almost all the
transactions. Financial cybermediary is the definition given to
companies that facilitate online financial transactions such as
Paypal. However, in the world of M-commerce, Paypal is facing
increasing challenges in dominating the M-commerce market.
Under the app store payment model, users do not pay directly the
developers of these apps. Instead, for small operational fee
deducted from the seller, the transactions are authorized by the
App store. This provides trust in the security of the sale offering
one the most important key success factors for many M-commerce
businesses and app developers. While this has been great feature to
many, it has not been the case for some well established business
that would have preferred the transactions to go directly through
them directly. For Amazon, as an example, this process created
additional cost for sale of digital books for users using Kindle via
Apple iTune Store or Google Play Store. At the time of writing this
chapter, Amazon required iPad and iPhone users to pay for digital
books on the Amazon website first before getting access to the
books via the Apple device. A not so practical approach for many
digital books readers.
- Value for Effort (VfE) versus Value for Money (VfM):

10
 Success factor in M-commerce apps has to factor in Value for
Effort, Value for Money, or combination of both. Value for Effort
(VfE) could be described as providing convenience to the users.
Where an app can replace tedious or time-consuming process, this
presented a key success factor. Several examples of business apps
fall into this category including Banking Apps that allow faster
access to banking details and performing banking transactions on
the move. Increasingly, users prefer using an app to calling or
going online via websites for orders and services. Apps such as
Just Eat™ and Hungry House™ are such Apps allowing quick and
easy way to order takeaway food based on the GPS location of the
user and reviews of previous customers.
Value for Money (VfM) apps represent much of the success factors
that E-commerce websites have done for nearly a decade. Where
an app can provide users a better value for purchases of products or
services, this became a key success factor for that business model.
Companies have struggled to sell high end products at better value
via M-commerce and this remains a market to explore.
The majority of successful M-commerce apps have come about as
mixture of VfE and VfM. Taxi ordering app (Uber), Auction app
(Ebay), Books, Music and Films are all examples of M-commerce
attracting customers using a mixture of both VfE and VfM.
In fact one of the key reason many websites failed initially to
capitalize on the expansion of M-Commerce is that they assumed
the same E-commerce models would work for M-commerce.
Travel, grocery, clothing, computing, insurance, and many other
products and services have not successfully broken into the M-
commerce market due in part for not providing anything
significantly different to their website. Storage and screen
limitations, along with slower speed and processing have rendered
many of these apps only to be used when far from laptops or
desktops.

7.8 RISKS ASSOCIATED WITH M-COMMERCE

Since smartphones, tablets, and what will come later in form of
wearable technologies are in essence processing computers
connected to the Internet that provide mobility, it is then no
surprise that almost all the traditional risks associated with
computers and E-commerce reappeared in M-commerce. However,
some risk aspects have been amplified by the mere nature of the
technology and its mobility. So while viruses, worms, spam,
phishing, pharming, and snooping are computer crimes that have
reappeared in smartphone, the three major risks associated with M-
Commerce has come from Hacking, Privacy, and Identify Fraud.
From an M-business and M-commerce point of view, hacking has
11
 been a key risk challenge. Businesses need to keep their app light
and servers fast to provide faster responsiveness while maintaining
encrypted communications, firewalls and anti-viruses, a challenge
proven to be both difficult and costly.
Invasion of privacy is yet another risk associated with M-
commerce, specifically since the mobility that comes with the
devices presents a risk for users and companies where sensitive
data could be abused or lost all together. While some companies
have resorted to ensuring business tablets and mobile phones are
fitted with apps that enable them to remotely wipe the device
memory out to protect such details from falling into wrong hands,
the cost of lost data is somewhat harder to quantify. Other aspect
of privacy comes from spyware and concerns companies or
governments tracking users and their communications.
Finally, identify theft for businesses and individuals are rather
amplified where a device falls into the hands of criminals allowing
access to personal details, banking information, and contacts
giving a rather unprecedented amount of information for abuse all
in one place.

7.9 SOFTWARE OF M-COMMERCE:

Building an app requires planning, analysis, design, development,
testing, and implementation and is very much similar to
developing any software application. However, there are two ways
to building a business app: software coding or platform builders,
with each way having its own benefits and limitations.

Software coding of apps could be done using the specific app store
recommended language and library, this is usually termed as native
app. Android stores welcome Java or C# coding while Apple store
require apps to run on iOS or X OS using integrated development
environment called Xcode. Both native app languages give
developers access to library of codes that result in apps that have
faster performance and higher reliability. Naturally, native apps
tend to be more expensive to build and a business may need to
build several apps to match each app store or mobile devices’ need.
However, having apps that go through the App stores provide trust
and assurance of quality for users.

Coding apps could be done using HTML5. HTML being the

language to build websites thus these apps are termed as a Web
apps. The developers using HTML5 are able to run these apps
from all app stores but this comes at a cost. The reliability of the
performance will depend on the Internet connection and while the
designers can install many of the app features in case the user

12
 decides to use the app where there is no Internet, the speed and
reliability of such app is not as reliable as native apps.

Platform app builders are now flourishing market for small to

medium size businesses providing platform to design business
apps with predefined pull-and-drop features. Provided a business is
seeking a presence with some standard selling features, these
platforms would also provide faster approval process to apps
stores. The success, thereafter, falls on that business to target its
customers to use such platform as oppose to vising in person, using
the website or calling. Example of app development platforms are:
AppMakr, AppMachine, Appy Pie, Good Barber, and Appery.io.

7.10 CONCLUSION:
The world of M-commerce has and will continue to capitalize on
the convenience as the technology gets more powerful and devices
become more portable. Exciting developments in artificial
intelligence and quantum computing promises a decade or more of
great innovation. And if the last two decades have shown us
anything, combining innovation and creativity into new business
models are behind some of the biggest successes we see today.

KEYWORDS

• M-commerce
• E-commerce
• App
• Apps store
• Web Mobile
• Mobile Technology

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