– Case Study 2 on Mobile Commerce

Case Study 2 on Mobile
Commerce

INTRODUCTION
Today small or medium enterprises have started adopting modern techniques of
commerce and marketing such as e-commerce, m-commerce platforms. Unlike the traditional
businesses those were dependent on number of visitors physically frequenting their stores.
Location-based advertisements are one such tools to target potential audience and convert them
into sales (Shaw and Sergueeva, 2019). In relevance to Captify, a search data medium-sized
company that helps other individuals or businesses do real time searches globally with its
intelligence technology and omni channel advertising.
1. Location-based advertising communication
Targeting consumers through location based communications has its own merits and
demerits discussed below:
Advantages:
Target potential customers: Location-based advertising allow businesses do real-time mobile
marketing by multiple options such as sending personalized messages to target audience, push
notification to right person at the right time. Captify is one such location intelligence platforms
that can target leads based on their behaviour and location.
Personalisation: Organisation face a challenge of personalizing their communication with
potential customers. Location-based advertising builds a relation between customer and product
brand by ways of welcome back messages, demonstrating patterns in behaviour of previous
customers.
Perfect time: Pitching the customers at perfect timing is what bring a rise in brand loyally and
better relationships with customers (Chi 2018). Location based communication help attract
customers through adds displayed to them on sites or application within perfect timing when they
need it.
Disadvantages:
Issue of privacy: Tracking people who can be businesses potential customer is beneficial but
creates a sense of insecurity among people that there personal data is regulated by organisation.
Also data collected by many application sometimes gets leaked and can be used by data attackers
stealing personal information can be a threat. Captify makes sure data of their customers is safe
and safeguarded with security tools.

Access to smartphones: Many people still do not have access to big screen mobile phones facing
challenges regarding tapping the right location, low quality of display creating misguidance of
location and service.
Irregularity: Places with no GPS signal or low internet connectivity may sometimes loose the
track of potential leads. Potential customer tracking fully dependent on their location may
become irrelevant in such circumstances with lost real-time access to location (Hüseyinoğlu,
Galipoğlu and Kotzab, 2017).
High-competition: The services may have a immense potential to explore yet has huge race of
attention seekers over internet. A never -ending competition of large no of applications using
such location services is there to communicate to customers making adds sometimes ignorable.
Therefore, not attracting much customers if it has no creativity and uniqueness.
2. M-commerce over e-commerce merit and demerits:
Both e-commerce and m-commerce provide same end solutions, that is facility to sell
products by any business. There are various advantages of m-commerce over e-commerce
platforms adopted by chosen organisation discussed in following points:
Advantages
Mobility: Mobile devices are easy to carry and can be used at any place and therefore does not
require a laptop space to open sites. Captify has made easy access to its customers with its
mobile application facility to all anywhere (Chopdar and Balakrishnan, 2020).
Wide variety rapid purchases: M-commerce today presents a wide variety of products online to
customers with a lot of choices to order.
Omni-channel experience: This a multichannel approach used by chosen company in providing
best experiences to its potential customers (Ghazali and et.al., 2018). This includes online client
shopping service over mobile phone or laptop.
Economic: M-commerce is an cost-effective way of doing things such as mobile banking,
shopping over applications etc. Since there are no additional expenses such as travel charges,
fuel expenditure, etc. becomes easy for customer to do booking and buy sitting at home.
Demerits
Ad-frauds: Programmatic advertising scams are one reason people are attacked virtually with
click ads. This can become a cyber threat to users or even businesses having their information