1 introduction mobile commerce m commerce is

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Unformatted text preview: n Mobile Commerce (M-Commerce) is spreading at a remarkable speed. Along with mcommerce popularity the issues concerning the usability of m-commerce is raising which prevent the users from completing basic and common tasks. As general, many users usually do not successfully browse an m-commerce portal, which results in customer dissatisfaction and frustration. Additionally, even experienced users face immune problems. In the following sections we will briefly discuss the rapid development of m-commerce and the usability problems of m-commerce portals. 1. 1 Background The Internet access to public commenced in 1990 following its establishment for military operations in 1969, and later on it was made available for academic purposes (Zakon, 1994). The graphical interface was initially developed around 1992 and it gave popularity to the World Wide Web (Berners-Lee and Cailliau, 1990). Therefore, the adoption of Web and WAP shopping shares a similar history. Initially the use of internet was limited to exchange e-mails, audio and video files however no commercial transactions took place over the Web until 1995 when Netscape started selling its browser software over the Web (BBC World, 1999). Since then, the sales over the internet have increased dramatically with an almost daily media story claiming the internet as a major change agent for business in the new millennium (Beech et al., 2000). In addition to online sales, the availability of Digital cellular phones has boosted the sale (Bellis, 2001) however the mobile phones visual screens were limited to single or dual lined. However, WAP (Wireless Application Protocol) commenced in 1997 (Jones, 2000) and even with improvements in phone-handset design and graphical displays, WAP has been slow to become popular among wireless users (Perera, 2002). 4 The fast paced development of web and web based services has greatly influenced individuals as well as organizations. A few years ago, Microsoft’s corporate philosophy was reflected in its mission statement: "A computer on every desk and in every home." Several years ago, Jorma Ollila, CEO and chairman of Nokia, popularized the new ideas "A computer in every pocket." A few years after, Microsoft modified its statement to "empower people through great software, anytime, any place on any device." Being digital is out, being mobile is in. The popularity of mobile commerce can be judged with the released of ‘The Economist’ dated November 21, 2002, and its story on "Computing new shape," and the cover page was featured a Nokia phone, not a Microsoft pocket personal computer (Lamont & Douglas, 2002). Since, the popularity of mobile is increasing rapidly, the struggle for the mobile market space is now entering into a new era with the enormous competition between mobile leaders and IT giants, therefore IT players such as Microsoft and Intel have to adjust their mission to the according to mobile, not to any other direction. In this struggle, the marketers are playing a central role to build and develop new customers and client relationships (Lamont & Douglas, 2002). USA and European Union are leaders in adopting wireless communications (Doyon, et. al. 2001), these wireless devices incorporate the latest incarnation of the Internet technology to follow the World Wide Web (Web), generally known as the wireless application protocol (WAP). The Hypertext Mark up Language (HTML) was developed by Tim Berners-Lee to use the web for information exchange through web browsing software. The WAP provides access to specifically formatted information that is retrievable from a cellular device (mobile). The importance of WAP cellular mobile phones become’s more imperative, when the use of a personal computer is inconvenient or not viable. Even though some of the WAP information services are based on web sources, hardware and software used by users of WAP currently prevent the higher transmission speed and rich contents of the web. As a result, some of this information is retrievable from both web and WAP technology. Therefore, people can expect that WAP users will have a similar profile to web users for conducting online shopping (Berners-Lee and Cailliau, 1990). The widespread use of wireless technology is no longer a fiction. It is now everywhere, it is a technology of new era. It has grown from a heavy and expensive cellular phones of years past into a little handheld devices with multiple complex functionalities that fulfill almost everything desired by m-commerce. Now-a-days, wireless is an fundamental part of everyone’s life, businessmen are accessing their e-mails, placing orders and logging on to the company networks from the highways, young professionals are no longer dependent on their wired-line desktop computers and are using smart phones (personal digital assistants (PDA’s). Wireless technology has become embedded in all ways of American life in just in few years (Steinberg, 2003). 5 1.1.1 M-Commerce (Mobile Commerce) In order to discuss M-Commerce or Mobile Commerce, it is important to...
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