Technology Integration for the Success of B2C M-Commerce in India: Opportunities and Challenges

Abstract

Mobile phone subscriptions in India reached 1.1 billion in June 2016, and this in turn has broken many hurdles towards the adoption of e-commerce. Poor computer literacy, inadequate power supply in remote areas, cost of ownership of computing devices, regional connectivity and accessibility were the major roadblocks to e-commerce companies in India. An increasing number of smartphone users are already being targeted by B2C businesses, and companies like Flipkart, Amazon, Snapdeal, etc., are registering consistent growth in sales via mobile devices. The number of smartphone users (having the facility of 2G/3G/4G connectivity) has already crossed 400 million mark, and still there is a huge user base with the basic mobile phones forming the untapped potential for m-commerce companies. There is a specific need for technical integration to tap this group of users. On the other hand, mobile-friendly websites, feature-rich mobile applications, security and payment standards, speed and bandwidth limits of mobile networks pose significant competition and challenges to the growth of B2C e-commerce, considering the smartphone users. The present work analyzes the current B2C mobile business in India and outlines the opportunities and challenges for B2C m-commerce. Importance of technology integration has been identified for the success of m-commerce in India.

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