While it is clear that Mobile Commerce as a subset of e-commerce is accelerating faster that fixed network access, it is important to remember that it is a subset and shares many of the same issues and opportunities.
Mobile commerce is exploding with applications and services driven by emerging technologies, use cases, and business models. M-commerce is quite different from traditional e-commerce as the ecosystem and value chain are more dynamic and are evolving in a different manner than e-commerce as a whole.
M-commerce growth is driven by many factors including the introduction of the various new use cases involving tablet PC’s and the next generation smartphones. In addition, new business models involving social networking, user-generated content, instant messaging, location-based services, search and discovery are all driving a more open environment in which users can share, collaborate and exploit content free from carrier restrictions.
There are some unique convergence opportunities within Mobile Commerce. For example, the convergences of two powerful technologies and solutions, Augmented Reality and Mobile Commerce, will create many opportunities for new revenue generating applications. These applications will have a directly positive impact on the mobile commerce ecosystem as a new methods of interacting with real brands and real products in a virtual/augmented environment converts potential interest to actual sales.
Mobile Commerce is both an opportunity and a threat to carriers as many third parties seek to offer alternatives to network operator based offerings. Competitors include established players such as PayPal as well as many start-up companies. Incumbent operators face the threat of Google and other larger players that wish to dominate this large market opportunity.
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