Mobile Business Strategies: Understanding the Technologies and Opportunities

Abstract

From the Book: Mobile phones are no longer just a means of calling another person. In several countries, mobile devices are used to pay for merchandise, receive time sensitive information and send e-mail messages. Additionally, corporations use mobile phones to access critical business information and send tasks to field workers, regardless of time or location. In recent years, several global mega-trends have started to emerge, creating exciting business opportunities and concepts. Widespread usage of credit cards, the phenomenal explosion of the internet and rising mobile phone penetration have paved the way for advanced mobile applications that enable both consumers and corporations to access personalized services. Therefore, mobile devices are becoming an important part of the lives of ordinary people. Using a mobile phone, they can buy a soft drink when passing a vending machine, receive e-mails immediately after they are sent, order a taxi without knowing their current location and get notified if they forgot to pay the electricity bill. Ubiquity, intimacy, time sensitivity and location awareness are key concepts that make mobile business so different from ‘traditional’ e-commerce. Business professionals can no longer wait until colleagues have time to replicate their e-mails. Instead, for urgent matters, they send an instant message or push e-mail. Travellers can use location-based hotel finders to find their way in strange cities. Consumers subscribe to instant stock quote services, pushed into their mobile phones, to keep up with the stock market. Ordinary people install credit and payment cards into their mobile phonesto be able to buy online, regardless of their location. Without doubt, the mobile revolution offers interesting business opportunities to everybody. At the same time, it transforms existing business structures and poses threats to traditional players, especially those in the fields of telecommunications and finance. This book takes a look at emerging mobile trends. In addition, it discusses the roles of financial institutions, operators, content providers and other parties engaged in the mobile commerce value chain. The basic issues of technology are covered from a strategic viewpoint and the reader becomes familiarized with the possibilities and limitations of the mobile environment. As possible applications are introduced, both consumer and corporate user segments are discussed in detail. Additionally, the book covers location-based services and identifies possible target segments for various location-dependent applications. Finally, mobile portal strategies are reviewed and individual recommendations are given to web portals, content providers, mobile operators, financial institutions, system integrators and application developers. For additional information, updates and discussion, visit: www.mobilecommercestrategy.com Acknowledgements Writing a book is always a back-breaking, tough process that requires a lot, especially from loved ones. Therefore, I would like to express my deepest gratitude to Jonna, my wife, who has patiently been there for me. Jonna did not provide only emotional help. She also provided her guidance regarding graphics and other issues. Thank you for being supportive. Hall and Judy Burford have left their fingerprints on this book. Almost ten years ago, they hosted my exchange student year in the USA. Judy provided her special guidance in writing this book and helped me to correct some of the mistakes in my English grammar. Hall and Judy, you are very special to me. Thank you for your caring during these years. I have the privilege of working with the world’s best teams and individual experts in the mobile commerce arena. Accenture’s Mobile Internet Center of Excellence in Helsinki has provided me with guidance and support during the writing process. Several specialists have reviewed this book before it was published. I would like to give special thanks to Janne Lautanala, Mika Saastamoinen and Paula Verho from the Helsinki Mobile Center who all took time to comment on this book. Markku Silen, Juho Malmberg, Kaarlo Hirvi and Mikko Hirvonen have also supported me before and during the writing process. In addition, Pasi Pentikainen and Yacine Zaitri have given me a lot. Their knowledge and expertise have helped me a great deal in understanding the technical requirements of mobile world. I would also like to mention the following people who gave their emotional support or facilitated my writing in one form or the other: Juha Paavilainen Martti and Marja Taimela Tatu Raisanen Kimmo Aaltonen Matti Alava Ari Sahanen Jukka Riivari Peppe Mancuso Mikko Laurila Any opinions expressed in this book are solely those of the author and should not be taken as an endorsement by Accenture.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 61 citations exist upstream.