BMG814 - The Digital Landscape: M-Commerce Case Study Analysis

This assignment is a comprehensive case study on M-Commerce, analyzing its impact on various aspects of the business and digital landscape. It explores the e-commerce services provided by m-commerce, its role in retailing, and the reasons behind its fragmented market. The study also investigates why retailers invest heavily in m-commerce, its influence on competition, and the challenges of managing mobile technology. Furthermore, it delves into the future prospects of m-commerce, considering technological advancements like online payment methods and the increasing number of connected devices. The assignment incorporates insights from multiple sources, including academic journals and reputable websites, to provide a well-rounded understanding of the subject. The analysis covers the growth in mobile users, the importance of customer engagement, and the development of user-friendly applications. It also touches upon the difficulties in managing mobile technology and the importance of data security, providing a forward-looking perspective on the evolution of m-commerce.

Running head: M-COMMERCE
M-COMMERCE
Name of the Student
Name of the University
Author note

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Table of Contents
Answer 1....................................................................................................................................3
Answer 2....................................................................................................................................4
Answer 3....................................................................................................................................5
Answer 4....................................................................................................................................6
Answer 5....................................................................................................................................7
Answer 6....................................................................................................................................8
Answer 7....................................................................................................................................9

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Answer 1
The shopping that is done through the internet on our desktops, laptops, and even our
palmtops is considered as e-commerce shopping (Financial 2004). On the other hand, the
shopping done through our smartphone; making any particular transaction that is online
without any kind of restrictions on place or the availability of electricity is termed as m-
commerce (Tokareva 2018). The online thing required for m-commerce is a mobile phone
with the internet on it. The consumer can access the website or the mobile applications
any time they want, and from anywhere they feel convenient to use the services.
As far as security of e-commerce is concerned, they provide a multi-level security
check, and the payment can either be done through credit cards or debit cards
accordingly. On the contrary, there is a facility of two-factor authentication, which
includes finger print or Face ID unlocking system. There are specific applications that
require a retina unlocking system.
The company which has an application in mobile used m-commerce to increase the
sale and purchases of the products through these applications, which was in earlier days
done through the websites of the company through e-commerce. Most of the banking
applications, payments of the bill, and many other services now use m-commerce over e-
commerce as it is more convenient for the people to access their mobiles than their
laptops. Most of the companies now-a-days use video features to demonstrate their
products and services through mobile applications (Bloomenthal 2019).
The service of m-commerce can be beneficial for a number of retailers, service
providers. Besides, there was a boom in the stock market due to the application of m-
commerce by most of the people as it is fast and straightforward to use. The online

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payment system through mobile was user-friendly, and this encouraged a lot of people to
make a switch to the services of m-commerce (Park et al. 2019).
Answer 2
M-commerce has now become a significant market platform for most of the retailers
for marketing their products to the customers by the use of smartphones. Most of the m-
commerce services help retailers to promote and sell their products and services at the same
time quite conveniently. The companies such as Uber, Instagram, Facebook, Amazon, and
eBay use m-commerce as it is convenient for the consumers of these companies to use this
particular service over e-commerce. Google, Yahoo, Facebook, and other mobile applications
provide location based marketing using customer mobile GPS based locations when they use
company application or website through mobile and company pop up advertisements and
product content based on consumer location (Kale and Mente 2018).
There was a research that proved around 1.6 million mobile apps are available for the
users of android, and approximately 1.5 million applications were for the iPhone users (Sun
and Xu 2019). This was not all; and the users are expected to grow more by the end of 2020.
This was considered as the fastest growing advertising platforms for the retailers.

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Source: The famous mobile company in the world (Du and Li, 2019 p.2)
This research was conducted by taking several numbers of users and the ratio of online
transaction that was gathered from the retailers using the m-commerce services. Besides, the
payment done through mobile and marketing by mobile had a significant value for the money
in the sector of retail. A very simple method of payment for many companies was done
through m-commerce that had payment options such as mobile wallets, apple pay, pay pal,
and any more. These functions helped the consumers and the retailers in saving a lot of time
and make a transaction that is hustle-free and had a consumer experience that is better (Mali
2018).
Answer 3
There are many factors that are responsible for making the m-commerce market
fragmented. One reason can be due to the type of different devices, such as iPhones,
Blackberry, and other smart phones. All these devices have a different set for accessing them.
Another reason can be the type of operating system used by these devices (Hong 2015).
Therefore, a retailer must provide or develop an operating system that is compatible with all
the users with different devices and different operating systems. Besides, in terms of various
browsers for different mobile like iOS Safari and Google Chrome, Microsoft internet
explorer; because of that, retailers might consider a different type of browsers while making
of the website that should support HTML, HTML5 and Adobe Flash.
It has been observed in the research that the platform of m-commerce is fragmented
due to the availability of various sizes of screen and resolution of the phone devices
(Joorabchi et al. 2012). All these factors must be kept in time every time, and the retailers and
the application developers must update these m-commerce platforms from time to time as this
will help the customers to remain updated along with them and follow the trend. Hence, this
is also a factor that is responsible for making the m-commerce market fragmented. All these

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aspects must be considered accurate, and retailers, as well as app developers, must come up
with ways of coping up with these problems or challenges faced as this will help in increasing
their sales and purchases of products by the customers at a frequent and regular basis.
Answer 4
There has been a research done, and it is observed that there are several benefits
provided to the customers in terms of convenience and flexibility to access the service
anytime and anywhere they want. The customers can do a shopping sitting back at home and
laying back at their sofas in just a few clicks. Besides, the payment can also be made from
home, and there is no need for the customer to visit the store and then make a payment. There
is also a facility for accessing the service according to the flexibility of the user. The
customer can log in and log out at any point in time they feel like doing so. Other benefits to
the users include ease in getting connected to the application of the retailer as long as the
customer wants and as long as there is mobile internet available over his mobile phone. The
customers can even personalize their device in terms of applications, which, according to
them, is comfortable for use.
After doing an analysis of all these benefits through m-commerce, it may attract
retailers to spend their IT budget on this platform. M-commerce offers flexibility, ubiquity,
and also helps in saving time. There are several mobile entertainments such as music, videos,
and many more that retailers might use in the long run for marketing its products to the
customer base present.
There are several significant factors such as location based services that help the
retailers to offer services and products based on the location of the customers. This could help
in targeting a specific and potential group and can be an excellent channel for marketing.
Only accurate and useful information is needed to be accessed, and a particular service or

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product is to be delivered accordingly (Golden and Regi, 2013). These are certain advantages
provided to the retailers that could help in maximizing the number of customers towards its
business, and this could all be done at a very reasonable cost making it affordable for the
retailer to include them into the market. E-commerce sales had $2.3 trillion in 2017, and
mobile commerce share was 58.9%, and it was increasing and estimated that m-commerce
share would be 72.9% by 2021 with the overall sale of $3.5 trillion (Loesche 2018).
Source: Estimated mobile commerce sales worldwide (Statista, 2019)
Answer 5
There is about 5.11 billion of mobile users in 2019 and about 4.39 billion of people
who used the internet at present. Besides, the number is expected to increase even more in the
coming years, and m-commerce could be a significant and top market for the retailers to sell
their products and services (Kemp 2019). It is very important that the customers are engaged
with the retailers as around 84 per cent of the customers make a shift to the companies that

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are different due to the issue in customer engagement. M-commerce is very fast in making
complaints about the services (Alshboul 2014). Therefore, retailers must be quick and
responsive enough to solve these problems or charges by the customers.
M-commerce helps in providing a purchasing power to a lot of customers at a single
time, which was lacking in the physical stores present. Therefore, the retailers must develop a
user-friendly application that could be accessed by all the users without any difficulty as this
will also help in providing a better customer service and experience to the customers.
Moreover, the design must also be kept simple and easily interpretable in such a way that it
has a considerable impact on the competition among the retailers present in the market.
There is yet another factor that would help in creating competition among the retailers
in the market, and this could be done using the multi-channel marketing for the products by
the retailers. Multi-channel marketing is the process of selling or marketing a product by a
company that will be present on every channel, and this will also include m-commerce and
make the retailers more competitive.
Most of the consumers use mobile applications for the purchasing of the products.
Hence, consumers may demand the retailer to be present at the platform of m-commerce with
the product and services they provide, as this would result in the creation of more competition
among the retailers (Harvey 2019).
Answer 6
There is no such statistics about the m-commerce segment as it is developing and
increasing day by day in many ways. As a result, the evaluation of this becomes quite
difficult as every day; some of the other devices come up with a new technology installed in
it. Therefore, the difficulty level rises, and because of this very reason, the retailer also has to

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update its application and keep updating, always making the mobile market fragmented
(Chudasama 2016).
The data security and privacy issues are considered as a significant issue in terms of
mobile technology and application. Besides, there have been many issues related to leakage
of data, leakage of the consumer’s personal data, and dealing with the encryption and
decryption keys and many others, which have been creating a challenge for a very long time
(Shahzad and Hussain 2013). There also have been issues of integrity standardization,
information security, such as security of the database and servers and others. There are the
problems that the retailer might face on the M-commerce platform due to the rapid increase
of the technological development. The mobile transaction is done by 950 million people in
2019, estimated 1.31 billion by 2023, and most of done through mobile wallets such as
PayPal, Apple Pay, Google Pay, Visa checkout (Clement 2019).
Answer 7
The next generation of the technology includes online payment methods that have an
EVM chip, a QR code, and a contactless payment system that is expected to grow at a much
higher rate, and the customers are quick to adopt this technique for payment as this is unique
and convenient to use. This market is estimated to grow about $3.1 trillion by the end of
2022, and this will be considered as a significant aspect of the platform of m-commerce
(Szmigiera 2019).
About 31 billion devices will be connected to the internet by the end of 2020, and this
will further increase and grow up to 75.4 billion in the coming years by the end of 2025. This
will be taking place by applications such as Google homes and Amazon Alexa and any others
(Planet Technology USA 2019).

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The platform of m-commerce is changing the shopping experience of the people, and
people are liking and appreciating it. About more than half per cent of people use this
platform to make the customers aware of the products or services than any physical store in
the market. This is highlighting a very prominent role of the platform in the coming years for
retailers to sell their products and services quickly and easily. Most of the buying decisions
are also influenced by this particular platform, opening ways for the retailers to get handy
with the technology and the customers at the same time. As there is an increment in the
number of mobile users per day, this will help the retailers to serve a vast and wide range of
customers and make and earn profits for the business (Alkhubaizi 2017).

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References
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application, 7 (6), 47-51.
Alshboul, A. (2014) Mobile commerce: business intelligence and the impact of its
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