Why organizations should implement the adoption of mobile business marketing

This report evaluates the advantages and limitations of implementing mobile business marketing for organizations. It discusses the key components, success factors, and enablers of m-business. The report recommends that organizations should evaluate their financial status before implementing m-commerce and focus on utilizing social media to market their products and services.

Mobile business marketing 1
Why organizations should implement the adoption of mobile business marketing
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Executive summary
A significant growth in mobile communication and wireless technology around the world
have been witnessed in the last decade. This has resulted in a change in the way many activities
are carried out and open the way for a mobile business (m-business). The mobile business refers
to a new business model that is facilitated by the extensive deployment of the key mobile and
wireless technology and devices (such as smartphones, Bluetooth, and e-purse just to mention a
few) as well as people’s work styles and lifestyle inherence. This business model is utilized by
various business organizations to access their target audience (Foss, and Saebi, 2017, pp.200-
227). In light of the business organization’s case, this report is focused to evaluate the dilemma
regarding the implementation of m-business that has consumed the business organization.
The organization should consider whether the technology applied, cost factors, the
customers’ diameter, the increased connectivity of customers as well as the size of the company
will make the business organization to incur heavy losses or more profits. Based on the
organization’s case, it can be noted that the company has been solely operating without getting
concerned about mobile commerce. Following this rationale, the organization may need to
evaluate whether the mobile business would be a better way for its business or not.
Central to the entire discipline of m-business, there is a concept of consumer convenience
as well as the ease of accessing various digital products and services from anywhere at any time.
The business model offers immense benefits ranging from instant connectivity to the internet to
quick access to sensitive information. M-business has also offered opportunity to provide the
personalized as well as localized content since mobile devices and wireless networks enable
them to gain access to customer preferences, their status as well as location (Bao, Pierce,
Whittaker, and Zhai, 2011, pp. 445-454). Additionally, m-business plays a critical role in the
third world countries where many individuals access the internet through their mobile devices
because they cannot afford personal computers, this will grant a big opportunity to the company
to access customers from across the globe.
Examination of literature suggest that putting into consideration the technology applied,
the cost incurred as well as the general social platform, it is imperative for an organization to
implement m-business due to the fact that its advantages outweighs its disadvantages (Liébana-
Cabanillas, Muñoz-Leiva, and Sánchez-Fernández, 2018, pp. 25-64). This is based on the fact
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that with m-business, the organization will be able to reach out to many prospective customers
globally (Zhang, Zhu, and Liu, 2012, pp.1902-1911). Moreover, there will be an increase in
connectivity to its consumers as this model promise a wider diameter to reach out to the current
as well as prospective clients which will spur its growth. A side from that, it will also ensure that
the consumers access genuine products and services from the company.
This paper offer a proposal pertaining to the interest of the company. In doing so, it
recommends that the business should evaluate its financial status prior to implementation of m-
commerce in order for the company to avoid failures that are associated with lack of finance to
run this business model which might be experienced in the near future. Additionally, it is
proposed that the organization should focus on utilizing social media to market its products and
services (DiStaso, McCorkindale, and Wright, 2011, pp.325-328; Castronovo, and Huang, 2012,
pp.117-134). This initiative will create more awareness among the current customers as well as
prospective customers of this organization.
Table of Contents
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Executive summary................................................................................................................................2
Introduction..............................................................................................................................................4
Methodology........................................................................................................................................4
Business consideration........................................................................................................................5
The advantages and limitations of adopting m-business commerce........................................5
Cost factors..............................................................................................................................................6
Technology..............................................................................................................................................7
Platform.....................................................................................................................................................7
Key components.....................................................................................................................................7
Success factors......................................................................................................................................7
Enablers....................................................................................................................................................8
Conclusion...............................................................................................................................................8
Recommendation....................................................................................................................................8
Reference list...........................................................................................................................................9
Introduction
Many organizations have been on the side of success with the proliferation of business
mobility in the last few decades. This capability is attributed to the fast pacing technology
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concerning internet of things, involving the integration of cellular technology with the web
which has experienced unprecedented widespread since 19th century (Wamba et al., 2017,
pp.356-365). However, before an organization executes this initiative (m-business), it is
imperative to meet various considerations. According to the needs of the business organization in
the case study, this report’s primary objective is to evaluate the dilemma as to whether
implementation of m-business would be a good initiative or not.
Methodology
This report followed various methods aimed at engaging all the organization stakeholders
(that were interested in or not absorbed with the implementation of the mobile business
approach) as well as literary works. The methods utilized include primary and secondary
sources. The primary sources were mainly interviews that involved the business organization
stakeholders as well as the organizations that have adopted this particular method along with
making observations and analyzing the progress of the company.
The secondary sources used in this article, however, were mainly surveyed articles from
various reference management applications including Google scholar and Endnote as well as
internet sources. Multiple articles were retrieved for this study, however, only sixteen articles
that were coherent with the subject of the study were chosen for this particular analysis.
Business consideration
Various considerations were looked into during the study process such as the size of the
company. It can be noted that the company is at the edge of its growth, as such, m-business
would contribute considerable advantages to the company. Most of the organization’s consumers
also come from within. Following this rationale, there is a need for the organization to
implement m-business to expand its territory.
Beyond the aforementioned consideration, the company also considered the connectivity
of the company with its current and prospective customers. Before the business adopted m-
business, the organization merely knew its customers’ location and how well it has developed
since it got started. As such, implementation of m-business offered immense advantages to the
business since their consumers could easily reach out to the company and the organization could
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also note its demographics mainly on the areas where its products and services were being
consumed along with the demand level for the products and services.
The need to consider the cost involved was another consideration for the business
organization. As noted in the case study, the organization already had some capital that was
enough to get it going with the entire process (mobile business). Notwithstanding, there was a
need for the company to conduct research by consulting its major competitors that have adopted
this form of business (Charles, Schmidheiny, and Watts, 2017, pp. 46-67). They also need to
consider all the expenses involved in this particular undertaking including vehicles which the
organization already have as well as hardware and software including the business personnel that
will be involved in the marketing. As such, it can be seen that there is a need to employ a sales
marketing team. However, this business form would lead to paramount benefits to the business
including reaching out more closely to the organization’s customers and hence incline their
revenue.
The advantages and limitations of adopting m-business commerce
Implementing m-business has immensely advantaged the organization. In the first place,
the capital used by the company to expand its territory is quite lower compared to the capital
needed to construct a fixed business premise (Alkhunaizan, and Love, 2012, pp.82-99).
Additionally, this business strategy will offer the organization an opportunity to expand both
internally as well as externally. M-business will enable the organization to market itself both
internally as well as globally, thus making people be more aware of the company’s presence.
Most importantly, the organization will upgrade its brand in the world of technology and remind
its consumers of its life as being the best brand in the market, thus attracting most of its
prospective consumers.
A supreme advantage is that m-business is more efficient than the traditional way as it
makes it easy for the organization to take its products to its customers (Tukker, and Tischner,
2017, pp. 22). This business form will enable the company to reach out to many of its current as
well as prospective clients from different places across the globe at any time. This makes the
customer be prepared to meet the sales personnel as well as new brands in the market and the
significant improvements that have been made to the initially existing products.
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However, like any other thing, the mobile business is also associated with a few
drawbacks. One major limitation is that the company must require more finance along with its
savings to initiate m-business. Moreover, the organization will incur a lot of expenses which will
be used in various unfavorable means like paying the sales and marketing team, paying social
media platforms as well as the expenses that will be incurred in keeping the pace of technology
advancement and revolution. However, with the proper strategies in the organization, these
shortcomings will be overcome by the company and increase its profitability.
Cost factors
The cost factor is a significant aspect to be considered in a business organization while
initiating a strategy to increase its profitability. Funds will be used in various facets of expenses
including hiring media platforms among other expenses. For instance, funds will need to be
allocated to pay for the sales personnel and the social media platform. Additionally, the
organization will incur more expenses in building some managerial offices, for example, the IT
department and the advisory department which will advise the organization concerning the
platform which is best for the company.
Technology
M-business strategy involves the massive application of the current technology. As
mentioned earlier, mobile business involves the integration of cellular technology, it is
suggestive that based on today’s (2018) trends in marketing, online technology has consumed
most people to an extent that the use of journals and newspapers have become outdated forms of
marketing. This drives us to the point of fact that many people will easily note the products
marketed through online marketing platform than those that will depend on the published pieces
(Chen, Chiang, and Storey, 2012, pp.1165-1188).
Platform
The platform refers to the dais that will be required to market the company’s product. The
organization must be careful while selecting the best platform to market its products and services
due to the fact that there are some platforms that have become obsolete as others barely have a
considerable number of followers. As such, investing in an inappropriate platform may lead to
severe consequences.
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Key components
The key components refer to both software and hardware infrastructure that facilitate
business mobility. These components include mobile and wireless technologies as well as
devices such as UMTS, WAP, e-purses, Bluetooth, smartphones, personal computers, and
operating system among others. These components sit at the heart of m-business. Implying that
the mobility of business would not be there without these key components.
Success factors
Success factors refer to the requirements an organization need to achieve its desired
goals. Various factors were considered in the implementation of m-business in the organization.
Some of which include multichannel marketing (Trkman, 2010, pp.125-134). Since m-business
is a multichannel online form of marketing, over-dependent on one form of marketing can cause
an adverse effect to a business organization.
The conversion rate is another significant factor that determines the success of an
organization. This factor involves the percentage of visitors to an organization’s online platform.
As such it is apparent that this factor is critical in defining a business success as observed in an
organization’s progress after adopting m-business. Along with the mentioned factors, other
success factors essential in m-business are customer retention, customer service and a well-
defined business strategy (Olszak, and Ziemba, 2012, pp.129-150).
Enablers
These refer to attributes of m-business that power an organization’s success. M-business
is equipped with various enablers that will ensure the success of the business. The strategy has
market adaptability feature. Organizations in many occasions seek ways of improving their
agility to uplift their sales and a considerable amount of pieces surveyed for this article suggest
that m-business can be a solution to this process (Madni, 2012, pp.95-107; Berman, Kesterson-
Townes, Marshall, and Srivathsa, 2012, pp.27-35; Gai, 2014, pp.40-44).
Conclusion
In summary, this thesis has reported an evaluation for the question as to whether the
business mobility would be an effective initiative for an organization or not. Based on the
findings of the study, a conclusion can be derived that adoption of the strategy will be of great
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importance to the organization as the company will increase its sales. Various findings also
suggest that the organization will also broaden its marketing territory from regional to global
among the many benefits covered in the article. However, to achieve this, a strategic planning is
a must since it will depend on the strategies used for implementing it, if the strategy is favorable
then the business must increase its profitability. Otherwise, the organization might end up
making a considerable loss (Walravens, 2012, pp.121-135). Nevertheless, implementing this
strategy would be the most favorable as its advantages outweigh its disadvantages, thus I
recommend it for the organization.
Recommendation
Based on this report, the I recommends that before the business organization take any
initiative to implement m-business adoption, the organization should survey the demographic
statistics and determine which location contain the majority of its consumers in order to be aware
of the place to focus on in their business. This will help to reduce the implementation cost.
Reference list
Alkhunaizan, A., and Love, S., 2012, What drives mobile commerce? An empirical evaluation of
the revised UTAUT model, International Journal of Management and Marketing Academy, 2(1),
pp.82-99.
Bao, P., Pierce, J., Whittaker, S., and Zhai, S., 2011, August, Smart phone use by non-mobile
business users, In Proceedings of the 13th international conference on human computer
interaction with mobile devices and services, pp. 445-454, ACM.
Berman, S.J., Kesterson-Townes, L., Marshall, A., and Srivathsa, R., 2012. How cloud
computing enables process and business model innovation. Strategy & Leadership, 40(4), pp.27-
35.
Castronovo, C., and Huang, L., 2012, Social media in an alternative marketing communication
model, Journal of Marketing Development and Competitiveness, 6(1), pp.117-134.
Charles Jr, O.H., Schmidheiny, S., and Watts, P., 2017, Walking the talk: The business case for
sustainable development, Routledge, pp. 46-67.
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Chen, H., Chiang, R.H., and Storey, V.C., 2012, Business intelligence and analytics: from big
data to big impact, MIS quarterly, pp.1165-1188.
DiStaso, M.W., McCorkindale, T., and Wright, D.K., 2011, How public relations executives
perceive and measure the impact of social media in their organizations, Public Relations
Review, 37(3), pp.325-328.
Foss, N.J. and Saebi, T., 2017, Fifteen years of research on business model innovation: How far
have we come, and where should we go? Journal of Management, 43(1), pp.200-227.
Gai, K., 2014, A review of leveraging private cloud computing in financial service institutions:
Value propositions and current performances, International Journal of Computer
Applications, 95(3), pp.40-44.
Liébana-Cabanillas, F., Muñoz-Leiva, F., and Sánchez-Fernández, J., 2018, A global approach to
the analysis of user behavior in mobile payment systems in the new electronic
environment. Service Business, 12(1), pp.25-64.
Madni, A.M., 2012, Adaptable platform‐based engineering: Key enablers and outlook for the
future, Systems Engineering, 15(1), pp.95-107.
Olszak, C.M., and Ziemba, E., 2012, Critical success factors for implementing business
intelligence systems in small and medium enterprises on the example of upper Silesia,
Poland, Interdisciplinary Journal of Information, Knowledge, and Management, 7(12), pp.129-
150.
Trkman, P., 2010, The critical success factors of business process management. International
journal of information management, 30(2), pp.125-134.
Tukker, A. and Tischner, U., eds., 2017, New business for old Europe: product-service
development, competitiveness and sustainability, pp. 22, Routledge.
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Walravens, N., 2012, Mobile business and the smart city: Developing a business model
framework to include public design parameters for mobile city services, Journal of theoretical
and applied electronic commerce research, 7(3), pp.121-135.
Zhang, L., Zhu, J., and Liu, Q., 2012. A meta-analysis of mobile commerce adoption and the
moderating effect of culture, Computers in human behavior, 28(5), pp.1902-1911.
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