M-Commerce Strategies and Competitor Analysis

This assignment analyzes the m-commerce strategies of an unspecified organization. It highlights the organization's emphasis on mobile app deals unavailable on the website, suggesting a focus on m-commerce growth. The analysis compares these strategies to competitors, particularly Amazon's user-friendly app interface, and concludes with recommendations for the organization to maintain its market position.

Running head: ANALYSIS OF MOBILE APPLICATION OF AMAZON
Analysis of Mobile Application of Amazon
Name of the Student
Name of the University

1ANALYSIS OF MOBILE APPLICATION OF AMAZON
Table of Contents
1. Introduction:................................................................................................................................2
2. Background:.................................................................................................................................2
3. Application Details:.....................................................................................................................4
4. Conclusion:..................................................................................................................................7
Reference:........................................................................................................................................9

2ANALYSIS OF MOBILE APPLICATION OF AMAZON
1. Introduction:
E-Commerce is referred to the commercial transactions that is done through internet. E-
commerce has become one of the most trending topic in the business and IT sector (Wang, Wang
and Liu 2016). Among several e-commerce transactions, the B2C is directly connects the
business with the customer. B2C is a transaction where an organization sells its services and
products to the consumers directly (Chiu et al. 2014). The selected mobile application is Amazon
app. The consideration will be only the section which sells products to customers. Amazon
mobile application has been a great success for the organization. The targets of the Amazon b2c
business are people from all the ages and mainly upper and middle class metropolitan citizens.
The study entails the description of the B2C mobile application of Amazon. The
description of the organization is good for understanding the purpose of developing the
application. The application will be described in the next part. Form the interface to impact of the
application on the organization all the things will be analyzed. It is essential to match the
organization goal with the application objective.
2. Background:
Amazon is an America based organization that is originally registered as Amazon.com,
Inc. It is officially a cloud computing and electronic commerce organization. However, the real
concentration of the study is about the e-commerce business to be specific, business to customer.
On 5th July 1994, the organization was established by Jeff Bezos (Ruiz et al. 2017). The
organization was initially selling books through online stores at its inception stage. Later it added
video streaming, audio streaming and many more. The organization, to make the business more
effective, separated retail websites. Amazon became more prominent name in the global b2c

3ANALYSIS OF MOBILE APPLICATION OF AMAZON
business when it launched websites in German, Turkish and Polish languages. Some of the
products is shipped to other countries by the organization.
The organization had understood it that the mobile will be best companion of the people.
The mobile is cheaper than desktops/laptops. If a person is traveling, going to somewhere or is in
any circumstance to use the laptop/desktop the mobile is the best possible solution to access
application (Franklin et al. 2016). The mobile is consisted of a SIM which is connected to a
specific network. Accessing the internet through SIM activated internet connation is most easy
way. Moreover, accessing a website is more time consuming than accessing application. In case
of website, all the part of the website from contents to UI has to be downloaded temporarily in
the mobile device but in case of application all the required data is available in the application
already. The internet connection is needed to access the server of the Amazon to fetch product
and service related data. Mobile platforms are better than the desktop platforms in terms of
security (Doub et al. 2015). These are the main reasons that drove the mobile application
development project of Amazon enterprise to a successful m-commerce strategy.
As the application has already been a success, the organization is looking forward to push
its m-commerce purpose little further by having a goal of spanning the application from
conventional way. The organization is now trying to use the mobile application as a testing
ground based on whose data a future marketing plan can be developed (Shklovski et al. 2014). It
now boasts a slew of experimental features beyond Amazon's standard store listings some of
which are impressive and potentially game-changing, others puzzling and superfluous. The
application has been so successful that almost all of the users, seven out of ten, are using amazon
mobile application. The application is a great source of business for amazon and there is no
stopping to it right now.

4ANALYSIS OF MOBILE APPLICATION OF AMAZON
The development process of the Amazon application was prominent and effective. The
primary output of the project was able to handle all the processes perfectly. However, there was a
huge issue in the final product and because of it the development had to be restarted (Ruiz et al.
2017). The issue was that the application could not process data fast enough. Amazon developed
an approach called hybrid development, a combination of java/html5, this became the changing
point of the project.
3. Application Details:
The mobile application of amazon is available for iOS and android. The organization
conducts business worldwide and it is required to provide services to most of the citizens. In
order to do that amazon felt the need of developing application for the most popular two mobile
OSs such as android and iOS.
Figure 1: The Amazon Mobile App for Both iOS and Android
(Source: Kall 2016, pp - 259)
The amazon app provides a user-friendly user interface to the consumers so that they can
easily access the application and purchase products through it. The amazon application is

5ANALYSIS OF MOBILE APPLICATION OF AMAZON
available at apple store and play store of iOs and android OS respectively (Verhoef et al. 2017).
The consumers can navigate through the application to select the products to be purchased or
directly search the product using its name of or special feature. Taken as an example, if a
consumer wants to buy a laptop then he/she can navigate him/her through the menu or directly
the name or specification of the laptop in the search bar. In order to provide a sufficient
knowledge of the product, the application interface is consist of the description of the product. In
case of iOS and android few differences among the features like apple pay in iOs but not in
android can be seen. The user can login into the application to track its purchase history or any
other important transaction. The application is connected to the database that holds all the details
of the user activity. As this database is connected to the website also, the user can login to the
web amazon to access the details stored in application.
Figure 2: The Amazon Mobile App Home Page
(Source: Verhoef et al. 2017)

6ANALYSIS OF MOBILE APPLICATION OF AMAZON
As it can be seen in the above diagram, the application shows the special offers at the top
of the page. The user can click on the item and a new section will appear containing all the
detail. The application also allow user to choose the products that are to be purchased later. The
name of the products are consisted with few main specification of the product thus the user can
easily get an idea regarding the product to be purchased. The total amount of the products stored
in the cart will also appear. It is safe to state that the amazon mobile application is a user-friendly
in terms of functions and features. In case a user wants to return a product, the user can do this
through the app. The application will be containing the number and email id of the user.
Therefore, the major activates like purchase, return request and many more information will be
sent to the user contact number and email.
Amazon sells e-book, paperback and hardcover books through the application. If the user
has amazon kindle application installed in the device, the user can buy e-book and start reading

7ANALYSIS OF MOBILE APPLICATION OF AMAZON
the books instantly. As the organization has started as the books sellers, it has improved this
sector enormously. Amazon is right now the biggest book selling online store in the whole
world.
The impact of the mobile application on the amazon.com Inc. has been a great deal of
success. The organization is looking forward to improve it mobile application so that it can
maintain its dominating nature. The organization has been able to get better hold on the
consumers who are traveling a lot and do not have access to the laptop all the time. It has
allowed the organization to have better communication with the consumers through the feature
called instant contact (Valle 2016). The users can contact the representatives of the organization
through one-click calling option and toll free help desk. The purchase amount of the user has
significantly increased after developing the mobile app. Many users do not have a laptop or
desktop of their own, in that case the mobile app is the most appropriate option for them to
purchase from amazon. The business process of the organization has not changed much after
implementing mobile based application as it is only extension of the amazon.com. The
architecture of the mobile application is basically modelled after conventional b2c m-commerce
applications (McIlroy et al. 2016). The interface is the medium of connecting the user with the
organization and backend functions allows the organization to submit request and get results.
4. Conclusion:
Form the above study it can be concluded that the mobile application of amazon.com has
been a profitable approach. Developing the application for both iOS and android has allowed to
have stronger hold on the market. The increase in the customer satisfaction has been the source
of attracting new consumers. All the features that the mobile application provide may not be
found on the website. The organization provides various deals on the mobile application that are

8ANALYSIS OF MOBILE APPLICATION OF AMAZON
not available for conventional website. This leads to the conclusion that the organization is
looking forward to promote its m-commerce business for better future objectives. The
organization must be able to improve its exiting m-commerce strategy to hold its position in the
market. The competitors are also making significant improvements in the application. Amazon
app has provided a great user-friendly interface to the user that has been able to attract customer
attraction.

9ANALYSIS OF MOBILE APPLICATION OF AMAZON
Reference:
Chiu, C.M., Wang, E.T., Fang, Y.H. and Huang, H.Y., 2014. Understanding customers' repeat
purchase intentions in B2C e‐commerce: the roles of utilitarian value, hedonic value and
perceived risk. Information Systems Journal, 24(1), pp.85-114.
Doub, A.E., Levin, A., Heath, C.E. and LeVangie, K., 2015. Mobile app-etite: Consumer
attitudes towards and use of mobile technology in the context of eating behaviour. Journal of
Direct, Data and Digital Marketing Practice, 17(2), pp.114-129.
Franklin, J.C., Fox, K.R., Franklin, C.R., Kleiman, E.M., Ribeiro, J.D., Jaroszewski, A.C.,
Hooley, J.M. and Nock, M.K., 2016. A brief mobile app reduces nonsuicidal and suicidal self-
injury: Evidence from three randomized controlled trials. Journal of consulting and clinical
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Kall, J., 2016. Commercial Mobile Applications in the Context of Brand Creation. IMPACT,
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Shklovski, I., Mainwaring, S.D., Skuladottir, H.H. and Borgthorsson, H., 2014. Leakiness and
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10ANALYSIS OF MOBILE APPLICATION OF AMAZON
Valle, G.M.A., (2017) Impact of online consumer ratings on mobile app demand. [accessed on]
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Verhoef, P.C., Stephen, A.T., Kannan, P.K., Luo, X., Abhishek, V., Andrews, M., Bart, Y.,
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