Mobile Commerce: Insights from Expert Surveys in Austria and Finland

Abstract

Mobile commerce is a unique distribution channel based on the changing role of mobile devices from purely communicational to transactional.For some years there have been high expectations on mobile commerce and several forecasts predict significant revenue growth in the next few years as mobile devices and services will more efficiently support personalized and time-critical activities for consumers and companies alike.So far the adoption of new mobile services has been much slower than predicted.The technology innovations, the functionality of new mobile services and the end user needs of new services appear to be out of phase, as the network operators decided to use a supply (or "push") approach instead of using a slower (but probably better) demand-driven (or "pull") approach.Based on our empirical evidence from surveys carried out in 2002 and 2003, we can emphasize that the lack of real-value added mobile applications is one of the most critical barriers to the adoption of mobile commerce in Austria and Finland.We found that the experts from the two countries -markets being quite similar -had noticeably different views of the key issues of mobile commerce.

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