its all about m-commerce how m-commerece is useful and fruitful for you and everybody nowadays we use m-commerece in our daily life for eg;marketing , bussiness etc.

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Internet • ECommerce
M-COMMERCE AND ITS
APPLICATIONS
Jul 03, 2009 • By Dr. R. Rajeswari • 5,888 Views
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M­ COMMERCE AND ITS APPLICATIONS
Dr. (Mrs).R. RAJESWARI, Reader in Commerce,
Sri Sarada College for Women (Autonomous), Salem ­16.

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INTRODUCTION
"Mobile Commerce is any transaction, involving the transfer of
ownership or rights to use goods and services, which is initiated and/or
completed by using mobile access to computer­mediated networks with the help
of an electronic device."
DEFINITION
"Mobile Commerce is the use of information technologies and
communication technologies for the purpose of mobile integration of
different value chains an business processes, and for the purpose of
management of business relationships.”
­ Webagency, 2001
MOBILE DEVICES
M­commerce is not just about using mobile phones as end user devices. The
following list gives an overview of different kinds of mobile devices.
Mobile phone
PDA (Personal Digital Assistant)
Smart phone­the smart phone combines mobile phone and PDA technology into
one device.
Laptop
Earpiece (as part of a personal area network)
M­COMMERCE VERSUS E­COMMERCE

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In comparison to e­commerce, m­commerce offers both advantages and
disadvantages. The following list summarises the advantages of m­commerce:
¨ Ubiquity: The use of wireless device enables the user to receive
information and conduct transactions anywhere, at anytime.
¨ Accessibility: Mobile device enables the user to be contacted at virtually
anytime and place. The user also has the choice to limit their accessibility to
particular persons or times.
¨ Convenience: The portability of the wireless device and its functions from
storing data to access to information or persons.
¨ Localization: The emergence of location­specific based applications will
enable the user to receive relevant information on which to act.
¨ Instant Connectivity (2.5G): Instant connectivity or "always on" is
becoming more prevalent will the emergence of 2.5 G networks, GPRS or
EDGE. Users of 2.5 G services will benefit from easier and faster access to the
Internet.
¨ Personalization: The combination of localization and personalization will
create a new channel/business opportunity for reaching and attracting
customers. Personalization will take the form of customized information, meeting
the users’ preferences, followed by payment mechanisms that allow for personal
information to be stored, eliminating the need to enter credit card information for
each transaction.
¨ Time Sensitivity – Access to real­time information such as a stock quote
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4. that can be acted upon immediately or a sale at a local boutique.
¨ Security – depending on the specific end user device, the device offers a
certain level of inherent security.
The following list summarises the disadvantages of m­commerce:
Mobile devices offer limited capabilities (such as limited display). Between
mobile devices these capabilities vary so much that end user services will need
to be customized accordingly.
The heterogeneity of devices, operating systems and network technologies is a
challenge for a uniform end user platform. For this reason, standardization
bodies consisting of telecommunication companies, device manufacturers and
value added service providers integrate their work.
Mobile devices are more prone to theft and destruction.
The communication over the air interface between mobile device and network
introduces additional security threats.
AREAS / USES OF M­COMMERCE
In the current commerce industry, mobile commerce or M­Commerce has been
entered in finance, services, retails, tele­communication and information
technology services. In these sectors, M­Commerce is not only being widely
accepted but also it is being more used as a popular way of business/
commerce.
Finance Sectors
Telecommunication Sectors
Service / Retail sectors
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M­COMMERCE APPLICATIONS
The general m­commerce applications are:
1. Mobile ticketing
Tickets can be sent to mobile phones using a variety of technologies. Users are
then able to use their tickets immediately by presenting their phones at the
venue.
Tickets can be booked and cancelled on the mobile with the help of simple
application downloads or by accessing WAP portals of various Travel agents or
direct service providers. Mobile ticketing for airports, ballparks, and train
stations, for example, will not only streamline unexpected metropolitan traffic
surges, but also help users remotely secure parking spots (even while in their
vehicles) and greatly facilitate mass surveillance at transport hubs.
2. Mobile vouchers, coupons and loyalty cards
Mobile ticketing technology can also be used for the distribution of vouchers,
coupons and loyalty cards. The voucher, coupon, or loyalty card is represented
by a virtual token that is sent to the mobile phone. Presenting a mobile phone
with one of these tokens at the point of sale allows the customer to receive the
same benefits as another customer who has a loyalty card or other paper
coupon/voucher. Mobile delivery enables:
economy of scale
quicker and easier delivery
effective target marketing

6. privacy­friendly data mining on consumer behaviour
environment­friendly and resources­saving efficacy
3. Content purchase and delivery
Currently, mobile content purchase and delivery mainly consists of the sale of
ring­tones, wallpapers, and games for mobile phones. The convergence of
mobile phones, mp3 players and video players into a single device will result in
an increase in the purchase and delivery of full­length music tracks and video.
Download speeds, if increased to 4G levels, will make it possible to buy a movie
on a mobile device in a couple of seconds, while on the go.
4. Location-based services
Unlike a home PC, the location of the mobile phone user is an important piece of
information used during mobile commerce transactions. Knowing the location of
the user allows for location based services such as:
local maps
local offers
local weather
people tracking and monitoring
5. Information services
A wide variety of information services can be delivered to mobile phone users in
much the same way as it is delivered to PCs. These services include:
news services
stock data
sports results
financial records
traffic data and information

7. Particularly, more customized traffic information, based on users' travel patterns,
will be multicast on a differentiated basis, instead of broadcasting the same news
and data to all Users. This type of multicasting will be suited for more bandwidth­
intensive mobile equipment.
6. Mobile Banking
Banks and other financial institutions are exploring the use of mobile commerce
to allow their customers to not only access account information, but also make
transactions, e.g. purchasing stocks, remitting money, via mobile phones and
other mobile equipment. This service is often referred to as Mobile Banking or M­
Banking. More negative issues like ID theft, phishing and pharming are lurking
when it comes to mobile banking, particularly done on the mobile web. Net
security technology free from redundancy and paradigm shifts away from mobile
web­based banking will be an optimal solution to mobile banking in the near
future.
7. Mobile brokerage
Stock market services offered via mobile
devices have also become more popular
and are known as Mobile Brokerage. They allow the subscriber to react to
market developments in a timely fashion and irrespective of their physical
location.
8. Auctions
Over the past three years Mobile reverse action solutions have grown in
popularity. Unlike traditional auctions, the reverse auction (or low­bid auction)
bills the consumer's phone each time they place a bid. Many mobile PSMS
commerce solutions rely on a one­time purchase or one­time subscription;

8. however, reverse auctions are high return applications as they allow the
consumer to transact over a long period of time.
9. Mobile purchase
Mobile purchase allows customers to shop online at any time in any location.
Customers can browse and order products while using a cheap, secure payment
method. Instead of using paper catalogues, retailers can send customers a list of
products that the customer would be interested in, directly to their mobile device
or consumers can visit a mobile version of a retailer’s ecommerce site.
Additionally, retailers will also be able to track customers at all times and notify
them of discounts at local stores that the customer would be interested in.
10. Mobile marketing and advertising
Mobile marketing is an emerging concept, but the speed with which it's growing
its roots is remarkable. Mobile marketing is highly responsive sort of marketing
campaign, especially from brands’ experience point of view. And almost all
brands are getting higher campaign response rates. Corporations are now using
m­commerce to expand everything from services to marketing and
advertisement. Although there are currently very few regulations on the use and
abuses of mobile commerce, this will change in the next few years. With the
increased use of m­commerce comes increased security. Cell phone companies
are now spending more money to protect their customers and their information
from online intrusions and hackers.
PAYMENT METHODS
The main payment methods used to enable mobile commerce are:
premium­rate calling numbers,

9. charging to the mobile telephone user's bill or
Deducting from their calling credit.
Registration of a credit card that is linked to a Sim Card.
CATEGORISATION OF M­PAYMENT SYSTEMS
Most e­payment systems are not suitable for use in a mobile context that is,
using a mobile device and communicating over a mobile telecommunication
network. This is due to the special characteristics of mobile devices and mobile
telecommunications. In the following, we categorise m­payment systems
according to the whereabouts of the customer’s money:
Software electronic coins – electronic money stored on the mobile in file format.
Hardware electronic coins – electronic money stored on the mobile device on a
smart card.
Background account – electronic money stored in a remote account at a trusted
third party.
Software Electronic Coins
In this case, monetary value is stored on the mobile device and the
customer has full control of his/her money wherever he/she goes and whatever
he/she does. An electronic coin is represented as a file containing, among other
information, a value, a serial number, a validity period and the signature of the
issuing bank. Since software electronic coins are easy to copy, the validity of an
electronic coin depends on its uniqueness in terms of its serial number. The
customer transfers electronic coins to the merchant, who forwards them to the
issuing bank for the “double spending test.”
Hardware Electronic Coins

10. In this case, monetary value is stored on a secure hardware token,
typically a smart card, in the mobile device. The presentation of electronic
money is not important, as long as it is stored securely on the smart card.
Electronic money could be represented as a simple numeric counter. In order to
get to the money, the customer’s smart card and the merchant’s payment server
authenticate each other and a secure channel is set up between them. Then,
electronic money can be transferred from one to the other. This approach is
quite attractive because smart cards provide an additional level of mobility. That
means the payment smart card can also be used in POS transactions. E.g.,
Geldkarte, Mondex and Barclay card.
Background Account
Here, the money is stored remotely on an account at a trusted third
party. Depending on the specific payment system, the account could be a credit
card account, a bank account, or an account held at the network operator. For
example, in some cases this data is sent in the clear (e.g. a credit card
authorisation) not providing any security against eavesdropping and in some
cases this information is encrypted and digitally signed, providing anonymity to
the customer (e.g. SET – Secure Electronic Transactions).
KEY ISSUES OF M­COMMERCE
The success of M­Commerce depends on:
Evolution: Technology and Business models are constantly evolving which will
demand flexibility and patience on part of all players.
Customer loyalty: Who will ‘own’ the customer? Partnerships among players

11. from various industries will be necessary for most, if not all, m­commerce
initiatives, and, in turn, will alter the nature of any one company to own their own
customers.
Cross­sector knowledge gulf, where the different parties will need to learn
about the functions and limitations of the services provided by the other players,
for example, operators will need to know about content and applications.
Moving up the value chain: To respond to market opportunities some
companies have develop subsidiaries in order to react more rapidly to market
challenges. For example, Sonera has developed Sonera Zed, to provide portal
and application management services such as location based mobile yellow
pages as well Smart Trust, to develop secure solution for m­commerce
transactions. And Citicorp has established e­Citi to develop a wireless access
gateway strategy for financial service providers.
CONCLUSION
As m­commerce applications and wireless devices are evolving rapidly, one will
take forward the other one towards empowering innovation, versatility and power
in them. There are a number of business opportunities and grand challenges of
bringing forth viable and robust wireless technologies ahead for fully realizing the
enormous strength of m­commerce in this Internet era and thereby meeting both
the basic requirements and advanced expectations of mobile users and
providers.
There are news articles and pictures displaying people, who are ordering things
over the Internet while waiting for a bus, downloading merchant coupons on their
PDAs as they enter a store or bidding for the last table at a hot restaurant by
digital phone in a spur­of­the­moment auction. Actually this process represents a
tip of a very big iceberg. The advent of m­commerce, as widely referred to

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About the Author
Dr. R. Rajeswari
Dr. (Mrs).R. RAJESWARI, Reader & Head, Department of Commerce, Sri
Sarada College for Women (Autonomous), Salem ­16. (show bio)
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among the users, has far­reaching implications. But there are many limitations in
the technologies that Once its relevant technologies get matured, widely
available and competent, the host of portable devices will be ready to handle the
bigger transactional activities not envisioned so far successfully apart from these
minor activities. One of the main feature challenges will be to unify payment
solutions, providing the highest possible level of security.
6 5

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