The combination of two powerful industry trends, social networking and mobile commerce, merge to become an even more powerful force that is expected to impact the industry for many years to come. While both mobile commerce and social media are in the early stages of service maturation, the two solutions are starting to come together at a time when they can both propel each other to new heights. Social media is on the edge of expanding beyond a platform for enabling advertisements. Mobile commerce is on the verge of expanding beyond simply an alternative mechanism for making a payment.

1. Mobile Social Commerce: Social Media + Mobile Commerce Creates Market
Opportunities
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The combination of two powerful industry trends, social networking and mobile commerce,
merge to become an even more powerful force that is expected to impact the industry for
many years to come. While both mobile commerce and social media are in the early stages
of service maturation, the two solutions are starting to come together at a time when they
can both propel each other to new heights. Social media is on the edge of expanding
beyond a platform for enabling advertisements. Mobile commerce is on the verge of
expanding beyond simply an alternative mechanism for making a payment.
This report evaluates the technologies, solutions, applications, use cases and case studies
involving the combination of social media/networking and mobile commerce. It identifies
market opportunities and forecasts through 2016. This research also identifies key issues
and opportunities as mobile commerce and social networking merge. It also evaluates
potential future mobile social commerce applications.
Key Findings
 Identify the market opportunities and forecasts revenue to 2016
 Analysis of worldwide social media adverting markets and potential revenues
 Analysis of the current and the future market for mobile commerce applications
 Understand global market dynamics through analysis of specific regions and countries
 Identify key issues and opportunities including the effect of social media on the mobile
commerce industry
Audience:
 Mobile communications infrastructure providers
 Mobile commerce and social media companies
 Mobile Value-added Service (VAS) application providers
 Application developers, middleware providers and integrators
Table of Contents
M-commerce 10
M-commerce Application Overview 12
I-Mode portal 12
Mobile Banking Service 15
Webraska’s Smart Zone Platform16
Proliferation of Mobile Devices 17
Convergence of Mobile Telecommunication Networks and the Internet 18
The Importance of M-commerce 19
M-commerce Technologies 23
Mobile Commerce Technology Overview 23
Communication Technology 23

2. GSM 23
GPRS and EDGE 24
UMTS 24
Fourth-Generation Technologies 24
Bluetooth 24
Global Diffusion Patterns of M-Commerce Technology 25
The Evolution of Wireless and Mobile Networks 27
Overview 27
Advantages of Wireless Networks 27
Popularity 27
Mobility 27
Ease of Deployment 28
First Generation of Mobile Telecommunications (1G) 28
Second Generation Mobile Telecommunications (2G) 30
SIM 32
Speech Coding 32
Authentications and Security in GSM networks 33
WAP (Wireless Applicant Protocol) 33
Mobile Telecommunications third generation 33
Characteristics of 3G Systems 34
The Evolution of the 3G System 35
Applications in 3G system 36
Summary 37
Mobile 4th Generation and Beyond 37
Target of 4G System 38
Applications and Services of 4G Systems 38
Tele Presence 38
Information Access 39
Inter-Machine Communication 39
Intelligent Shopping 39
Location-Based Services 39
Globalization of Products 39
Communicating Appliances 39
Standardization Diversification 40
Summary 40
Features of Mobile Commerce 40
Ubiquity 41
Reachability 42
Localization 42
Personalization 42
Dissemination 42
Conclusion 43
Information Exchange Technology 44
HTML44
XML 45
WML 45
SMS 45
Location Identification Technology 45
M-Commerce Value chain46

3. Main Participants in Mobile Commerce 47
Mobile Commerce Payment Methods and Security 47
Payment Methods 49
Requirements of Mobile Commerce Security 50
Basics of Security 51
Payment Methods in M-Commerce 52
Content Download 53
Point of Sale54
Content on Device 54
Mobile Payment Methods 54
In-Band Payment Method 56
Proximity 56
Common Issues of Mobile Payment 56
Payment Lifecycle 57
Conclusion 58
The Secure Authentication Infrastructure for Mobile Users 58
Different Secured Connections 60
Authentication 60
Access Rights 61
Payment Credentials 62
Privacy of Communication 62
Integrity of Message Exchanges 62
Anonymity 63
Authentication Methods and Protocols 63
Symmetric Authentication 63
Asymmetric Authentication, 65
Authentication Based on Biometric Information 66
Requirements for Mobile Commerce Authentication 66
Password-Based Authentication with Support for Public Key Technology 67
Protocol Description 70
Verification of the Authentication Requirements 74
Symmetric Cryptography (SIM-Based Authentication)75
Public Key Cryptography 78
Digital Signatures 78
Certificate Authorities 81
Combining Public and Secret Key Cryptography 81
Authentication Codes 82
WAP Security (WIM module) 83
Social Media and M-commerce 84
Introduction 84
Social Networks 85
Social Networking 85
Social Media86
Location-Based Services and Social Media 86
LBS in General 87
Techniques 88
Cell ID-based Location 89
Terminal-Based Location Techniques 90
Global Positioning System (GPS)92

4. GPS Disadvantages 92
Location Architecture and Interfaces 93
Protocols Based on Plain-Text XML 94
Roaming Location Protocol (RLP) 95
Differences between MLP and RLP 97
Adding Location Value 97
Applications and Content 98
Gaming 100
Globalization of Products 102
Communicating Appliances 102
Standardization Diversification 102
Summary 103
Facebook 103
Facebook Pages 104
Facebook Advertising Methods 104
The Future of Facebook 106
Twitter 106
SWOT Analysis of Twitter 107
The Future of Twitter and how to attract Followers 109
Video Streaming Websites110
Introduction 110
How to Benefit From YouTube 111
The Future of Video Streaming Websites 112
MySpace 113
Introduction 113
Advertising on MySpace and Events 113
eBay 116
Wikis 117
Yahoo! Groups VS LinkedIn Groups 118
LinkedIn 119
LinkedIn Groups 120
LinkedIn Answers 120
Mobile-Local Search Providers 121
Google + 122
Introduction 122
Google Plus in Branding 122
Google + Circles 123
Hangout 123
Google + Advertising 123
How Can Google + Make Better Advertising ways 125
Case Study: How Social Media will affect the Future of M-Commerce 126
Social Media and Purchasing Decision 126
Introduction 126
Conclusion 127
Mobile Commerce Applications and Social Media 127
How to Improve M-Commerce with Social Media 128
The Future of Mobile Commerce 130
Wireless Communications in the Future132
Services and Applications138

5. Spectrum, and Unlicensed Bands 139
Integrity, Privacy, and Security 140
Development in China and Other NICs 140
Other Challenges 141
Different Wireless Systems 142
Summary 144
Case Study 2: Which Social Media to Advertise on (Start up companies) and Which M-
commerce Applications to use 144
Social Media Advertising Risks 145
How to Start Social Media Advertising 147
Competitors Relationship 149
Social Media Initiatives at the Company Level versus Social Media Activities 150
Worldwide Market Profits for Advertising for Social Media Web Sites 151
The World Market Revenue Potential 2011 151
World Market Revenue Potential 2011-2016 153
Social Media Web Sites Revenue Potential in Africa 153
Social Media Web Sites Revenue Potential in Africa 2011-2016 155
Social Media Web Sites Revenue Potential in Europe 155
Social Media Web Sites Revenue Potential in Europe 2011-2016 156
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