Mobile Commerce ─ How It Contrasts, Challenges and Enhances Electronic Commerce

Mobile commerce has been referred to as the ability to offer value through virtual transactions that allow for location-specificity and time-sensitivity, as well as the ability to build personalized relationships with the customer. This is true. However, mobile commerce has evolved in the past ten years to a different type of electronic commerce. It uses mobile-based devices for transactions purposes, but how these transactions take place have been a boon and bane for retailers. Consumers can use mobile commerce to transact business anywhere. However, they can also use mobile devices to compare pricing and inventory while shopping. How can retailers compete? And how can marketers take advantage of these behaviors? This book will foster an understanding of the value of mobile commerce so that retailers and marketers can use mobile commerce effectively. Readers will understand the value of a comprehensive mobile marketing strategy after reading this book.