Anytime Anywhere Shopping: M-Commerce and The Booming Retail Landscape

International Journal of Research and Development
ISSN: 2279-073x
Anytime Anywhere Shopping: M-commerce and the booming retail landscape

S. Chakraborty
Educationist, Durgapur,West Bengal, India.
T. Bhowmick
Dept. of Business Administration, Durgapur Society of Management Science (D.S.M.S.) Durgapur West Bengal,India.
Abstract Mobile commerce, a burgeoning concept, has undergone and still undergoing many developments since its inception in 1997, when for the first time two mobile phone enabled Coca Cola vending machines were launched in Finland, that accepted payments via mobile text messages (SMS). With the proliferation of internet and wireless technologies like GSM, 3G, 4G, WiMax etc. mobile commerce is gradually gaining pace with changes in demography and technology. The mobile phone finds multi-faceted use today and is no longer limited to voice calling and sending text messages. With the flooding of the market by low cost smartphones, tablets, laptops, featured phones, etc. the functionality of mobile devices now spans across numerous avenues from communication to knowledge sharing, from banking to shopping, from gaming to ticketing and so on. This dynamic change in the way mobiles are used today can be attributed to the changing lifestyle of modern people and tremendous progress in
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technological advancements backed by marked policy changes and support of the Govt. Realizing the stupendous benefits of m-commerce, various industries across diverse sectors are adopting mobile business models, surpassing the earlier e-commerce or ebusiness models and the retail sector is also not an exception to this adoption. In todays era of cut throat competition where every retailer is busy distinguishing itself from competitors and customer is the king, having a wide array of alternative choices in their hands, the retailer has to definitely win customers heart by bringing about strategic changes in its way of doing business and the one solution to this is the application of m-commerce in retail. The purpose of this paper is to provide an understanding on mcommerce in a nutshell what m-commerce is, the m-commerce mechanism, the various services and applications coming in its ambit and how the Indian retail landscape is changing by the boon of m-commerce. Major bottlenecks in m-commerce have also
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been discussed and above all it presents mcommerce from an Indian perspective. The paper concludes that m-commerce in India, except few ambiguities in terms of security and privacy issues, will have a sunny time ahead and modern brick-and- click retail formats will gain high popularity among Indians specially with the new tech savvy generation and the rural customers. The convenience of anytime, anywhere shopping is going to mesmerize the customers outweighing all ambiguities and failure of early adoption of m-commerce models in business will result in loss of profit pie. Keywords: Mobile commerce, Mobile Payments, Retailing, E-commerce, Communication Technology. INTRODUCTION Mobile commerce, more popularly known as m-commerce, is a relatively new term that finds its origin as recently as in 1997.This term has of late caught the attention of the market, owing to its immense potentiality of easy accessibility, applicability, adaptability and acceptability. By the dint of mcommerce, we are now empowered consumers, experiencing the real time advantage of hassle free shopping anywhere anytime, just by the touch on the screen of our mobile devices, without carrying cash or finding way to a physical store! Realizing that mobile technology is gradually becoming the icon of the new generation lifestyle, marketers are turning to mobile electronic commerce to build customer traffic both in-store and online. In fact very
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often m-commerce is perceived as an aid to improve the in-store shopping experience of customers and as such we can notice a paradigm shift in marketing from a brickand-mortar to a brick-and-click approach [1]. With smart phones, tabs, notes and other android applications flooding the market, mobile commerce is fast becoming the preferred mode of communication and transaction for the retailers with their target groups. With 861 million mobile phone subscribers out of total phone base of 892 million (including fixed line connections) as on February, 2013, according to TRAI (Telecom Regulatory Authority of India), the bang in wireless technology is impeccably contributing to the adoption of m-commerce in the country [2]. WHAT IS M-COMMERCE AND HOW IS IT CHANGING THE RETAIL MARKET? M-commerce can be defined as any type of e-transaction by the support of wireless technologies and use of mobile devices by a customer. Over the years different definitions of m-commerce have been propounded. One such definition says mobile commerce is any transaction involving the transfer of ownership or rights to use goods or services which is initiated and / or completed by using mobile access to computer-mediated networks with the help of an electronic device [3]. Yet another definition says m-commerce is any type of transaction of an economic value having at least at one end a mobile terminal and thus using the mobile telecommunications network [4]. However this definition does
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not take into account the e-commerce transactions performed via a fixed terminal or a portable computer connected through modem or wired network to the internet. Thus, m-commerce is the use of wireless handheld devices like cellular phones and laptops to conduct commercial transactions online [5]. Very often people confuse m-commerce with e-commerce. Though the business principle of both is the same, i.e. to aid ebusiness over the internet, there are fundamental differences between the two. Transactions are regarded as Electronic Commerce, when the offer for sale as well as the purchase or the actual availment of a product or service is carried out electronically, with the help of a computermediated network, against monetary payment [6]. Thus, the main difference between e-commerce and m-commerce is that in m-commerce mobile electronic devices (cell phones, tabs, wireless enabled laptops, palmtops, personal message pager devices, personal digital assistants etc.) are the mediums to access communication networks, whereas, in e-commerce, it is a wired connection to a Local Area Network (LAN) through desktops and laptops.
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sales, service, marketing, finance etc. With the tremendous makeover in mobile and communication technology, giving birth to more advanced and powerful mobile devices and communication channels, the face of mobile commerce is undergoing a radical change. Keeping with this pace, service providers and software vendors are presenting sophisticated mobile operating systems like Windows Mobile 7.0, Android OS, Blackberry OS, Symbian etc. conducive for an assortment of mobile transactions processing solutions [7]. M-commerce run the gamut of activities like bill payment, money transfer, digital and physical content purchase and delivery, ticketing, voucher redemption, locationbased services and many thing more through a single handheld mobile device [8]. A comprehensive list of such services and applications is presented in Table 1.
TABLE 1: M-Commerce Services and Applications
Various m-commerce applications at a glance M-commerce is now an innovative way of conducting business by utilizing the mobile channels in addition to the traditional channels of business viz. web channel, branch offices, field sales etc. in areas of
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(Source: Tiwari & Buse, 2007) Mobile Banking An application allowing customers to make financial transactions via a mobile device and includes a host of activities for eg. checking balance in accounts, blocking of lost cards, domestic and international fund transfers, payment of utility bills or phone recharge, peer to peer payments, portfolio management services and a lot more. Mobile Entertainment - A range of activities associated with cell phones like gaming, chatting, ringtones, music and videos download etc. Mobile Information Services Subscribers are provided with information relating to weather updates, travel information, cricket
score, jobs and other socio-political news. Mobile Marketing It is about providing customized, time and location sensitive information to customers through SMS, MMS, push notifications etc. and distribution of promotional or advertising messages for indulging them to make a purchase. Mobile Shopping The increased use of smartphones and tablets in choosing and purchasing mostly daily necessity goods and services, couponing and voucher redemption as well as the scope to compare prices and bargain hunting on the web. Mobile Ticketing It allows customers to order, pay for, obtain and validate tickets of a cultural event or transport services anytime irrespective of their location and the tickets being delivered to mobile devices through SMS, MMS, WAP push, dedicated mobile application etc, thus replacing traditional paper tickets. Telematics Services - Integrated use of telecommunication and informatics (ICT) mostly used in vehicles tracking, fleet management, navigation system and access to other mobile applications like mobile banking and shopping. The impact on the retail market
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With 3G services already introduced to Indian market and 4G services to take off soon, m-commerce is likely to find exponential growth specially in the retail sector in the years to come. M-commerce is a boon for the retail industry as it congregates online and offline shopping. It has made shopping ubiquitous in this manic mobile age for the tech savvy new generation who carries the world in their pockets and smartphones are a substitute to their wallets. M-commerce enables the unbank customers (people with no bank account) as well as rural households (deprived of ATM and banking facilities than their urban counterparts) to engage in commercial transactions thus penetrating deep into all levels of the society [9]. Thus, paying utility bills amidst busy schedule at the workplace, or ordering delicious pizza for partying with friends at home or ordering gifts for the special ones on a special occasion from the convenience of home, is now at the fingertips of the new gen customers. M-commerce exerts a significant impact on consumer behavior as it tends to reshape their purchase experience from physical to a-physical, from market place to market space in this age of mobile technology. Retailers need to exploit this trend to gain maximum benefits of competition. Gone are the times when a retailer could attract customer traffic in a brick-and-mortar setting avoiding competition. With the advent of smartphones and smart customers who like to shop anytime anywhere conveniently that too cashless, by comparing and checking prices of competitors and
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going through product / service reviews, retailers must have to go mobile, introduce new applications tailored to fit the mobile wallet of the empowered customers and allure them by lucrative deals and discounts intimated over SMS or E-mail. The aim is to achieve a complete seamless customer experience [10]. The current estimated value of the Indian Retail Sector is about 500 billion USD and is expected to reach 1.3 trillion USD by 2020. The penetration level of modern retail which is at present estimated as 5%, is expected to grow at a CAGR of 15 to 20% [10]. These statements are self explanatory of the fact that m-commerce in retail is anticipated to grow by leaps and bounds. The drivers behind this growth of mobile commerce in retail can be attributed to the following: Paradigm shift in demography There has been a conspicuous transition in the demographic profile of the Indian customers in terms of urbanization and development of urban lifestyle, increased earnings and savings resulting in greater purchasing power, inclusion of women in the workforce and the subsequent emergence of double income groups, the rising middle class with higher disposable incomes, and majority of the population being young in the age group of 17-30 with a thirst for owning digital gadgets and highly tech savvy.
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Behavioral Changes Nowadays consumers are much cognizant and want value for their money. The notion that premium products need to be expensive, no longer works and due to ample choices being available in the market, to the consumers, poor service is not acceptable; the contributor to this drift is none other than technology [11]. Technological Advancements Owing to the stupendous advancements in technology, physical barriers to communication has lessened and it has given rise to a leisure class in the society [12], who are fond of lean-back shopping (shopping from the convenience of the chair or sofa) or showrooming (the practice of examining merchandise in a traditional brickand-mortar store without purchasing it and afterwards shopping for it online by comparing prices). THE 4 As of M-COMMERCE Accessibility M-commerce has started reaching the backward rural areas too after spanning over the towns, cities and metros of India and wireless technologies and mobile devices are now easily available at an affordable price. Heavy influx of smart phones, featured phones, notebooks and service providers, application developers etc. into the market have made m-commerce and its subsequent benefits easily
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accessible by all classes of the society. Applicability According to Google, India has more than 100 million internet users and half of them makes online purchases [10], so with such a huge and growing market size, both retailers and consumers are on the go to attract customers and to find valued products and services on the web. Moreover, as newer applications are being launched every other day to facilitate m-commerce, the reach and frequency of m-commerce services and applications are thriving day by day. Adaptability Though it requires basic knowledge of operating a laptop or tablet which todays tech savvy generation can better manage, nonetheless, phone makers are coming up with user friendly simple devices also that can support m-commerce activities for the convenience of rural mass so that mcommerce can be equally experienced and easily adopted by all. Acceptability Today everyone wants a hassle free transaction, that too in a convenient, fast and safer way. As a result, m-commerce is so much popular among the young generation, be it in shopping, travelling, banking or entertainment.
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Not only the young generation, mobile commerce is gaining new heights of popularity among the aged, the rural natives or the less literate ones too, owing to the immense benefits offered. THE M-COMMERCE MECHANISM The new mobile commerce business model that is replacing the e-commerce model is actually an extension or makeover of the later, with the difference that in a mcommerce model, the ultimate or end users will buy the products or services and make payments for it from their mobile devices. The payments can be either by using the debit / credit cards or can even be cardless payments through mobile wallet accounts. After successful transaction, the product / service so bought is delivered directly to the user either at the shipping address so provided by him or to his mobile device, depending upon the nature of the service bought. The whole process rests upon and is conducted by the mutual interdependency and interconnectivity of a number of parties involved in the mechanism, thus forming an ecosystem (a complex set of interdependent and interacting relationships among the components of a system). Various m-commerce participants End User End user is the most valued player in the mobile commerce ecosystem as the whole process is developed for their use and in their absence, there will not be any demand for commercial transactions over
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mobile devices. The service providers, technology vendors, application developers, all synchronize their efforts keeping in view the end user needs and convenience. End users can be either the customers or the retailers who use it to magnify their business efficiency. Network operators They occupy an eminent position in the value delivery process. It is they who provide a wide range of activities including portal services, hosting a WAP gateway for exchange of information between the customer and the internet merchant, acting as an intermediary and trusted third party or merely providing the infrastructure with GSM, GPRS or 3G technologies to enable users to communicate or bargain directly with the service / content provider. Service Providers Mobile service providers are the gateway to wireless networks and provide data in a user friendly and reliable way to the end user. Application Developers They offer customized applications to customers by partnering with network operators, collaborate with technology vendors to
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embed applications and offer such applications to content providers. Content Providers They provide customer specific, tailored contents to users through WAP gateway by acquiring applications from application developers that are meant to enhance customer experience while they access various contents. They also act as a link with the facilitators for payments. Technology Vendors They are the providers of mobile devices, hardwares and networking solutions. They are also the suppliers of required network technology to network operators and products for retail distribution. They may collaborate with content providers to determine the appropriateness of contents. Financial Houses Payment for the transactions in m-commerce has to happen through the assistance of financial organizations who provide the necessary facilities and financial infrastructure. Facilitators They are the mediators between the content providers and business houses and include firms offering payment security solutions.
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From the above, it is easily understood that the various members in the mobile commerce mechanism form a loop among themselves and stay interconnected and interdependent. However, it is not necessary that the multiple interactions occurring in the ecosystem has to follow a sequence, but the synergy effect of these players is necessary for the successful adoption of m-commerce activities. Needless to say, as because the entire system depends on the mutual interactions between the members and is interdependent on each other, if any member is underperforming, non-cooperative or absent, then the whole system may collapse.
Fig. 1: The Various Mcommerce Players and their Interdependency and Interconnectivity (Source: Coursaris & Hassanein, 2002). The payment process The next important issue is the payment procedure for m-commerce services. The
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frequently asked questions are who pays, what is paid for, to whom the payment goes, on what basis payment is made etc. The customer has to pay for acquiring a mobile service and the goods, services or contents delivered to him. The payment is to be made either to the operator from whom connection has been taken or to the content / service provider. Here arises an important avenue distribution of payment among the players in the process. Tsalgatidou and Veijalainen (2000) [13], holds that there can be two different avenues of billing in the first instance, the consumer pays directly to the operator for connection or content use who then distributes the money to the content provider who then allocates the corresponding amount to IPR owners. In the second case, the customer pays separately to the operator and content provider and then subsequent allocation is made by the content provider to the IPR owners. Again, in the view of Coursaris and Hassanein (2002) [14], there are three revenue models that involve payment to any one or more number of players in the ecosystem by the customer. These customer initiated revenue models are access, subscription and pay per use. Access fee is required to gain access to and use a wireless network and may be of flat rate, time-based or volume-based nature. Similarly, content providers revenue generation is through user subscriptions. As an alternate model to subscriptions, pay per use allows customers to pay for a portion instead of an entire product offering without any long term commitment. In the retail sector, the adoption of mcommerce models depends on how securely the mobile payments are processed through mobile channels, over different technologies
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and multiple devices. The various mobile payment schemes in use are card based mpayment, cardless m-payment, contactless m-payment, m-wallet payment, etc [7]. In card based payments, the customers have to furnish their card (pre-paid, post paid, debit, credit, vouchers etc.) details followed by pin verification to make payments. In m-wallet payment system which comes under the cardless payment system, the users mobile account is charged against bill generated for purchase of goods or services without the need for furnishing card details. The privacy and security issues Providing safe and secure mobile payments and data transfer end-to-end i.e. throughout the system, is a major concern in mobile commerce [15]. Wireless technologies surpass physical boundaries and enable unlimited flow of data on their networks which can be intercepted by third parties. Therefore, it is essential to protect data and money from unauthorized parties accessing it. This can be done by adopting adequate encryption technologies, frequency hopping etc. There should be more standards set for mobile transaction security [16].
M-COMMERCE FROM INDIAN PERSPECTIVE With a magnanimous base of over 670 million subscribers and an open market for private operators since 1990s, India boasts of having the second largest telecom system in the world just after China, and is expected to grow further in the future [17]. According to TRAI, 91% of the Indian villages are under the ambit of at least one operator and villages contribute about 32% of total subscription [18]. However, with the urban
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teledensity reaching its saturation stage and rural teledensity still at a budding stage, more and more telecom operators are turning to rural India for business development. This is going to rouse astounding benefits for not only the service providers but also for the rural mass, as by dint of mobile technology people will now be able to experience hassle-free living not only in transactions but also in daily life. With the arrival of wireless technology and aggressive plans and policy changes on part of the Govt. regarding telephony, mcommerce is slowly excavating into rural areas after gaining popularity in urban India. These facts are enough to support the flourishing epoch of M-commerce in India. M-commerce finds popular uses among metro and urban consumers in the form of mobile banking, mobile shopping, mobile entertainment etc. Sensitive retailers are thus thinking beyond e-commerce for customer satisfaction and business expansion and looking to m-commerce as a solution. E-bay India, the leading e-commerce marketplace in the country, introduced m-commerce in 2011, to deliver innovative shopping experience to its customers through its specially designed mobile web for any GPRS/EDGE/3G enabled featured phone while being more personal, convenient, fast and safe [19]. E-retailing firm HomeShop 18 foresees m-commerce to contribute more than 25% of the total e-commerce traffic in India by 2015 and in the views of IMRB and Internet and Mobile Association of India (IAMAI), India is expected to have approximately 165 million mobile internet users by March, 2014 [20]. This is really a
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promising scenario for m-commerce in India. With a massive population, that too highly diverse, increasing number of mobile phone connections and a huge chunk of the population without bank accounts, India will rigorously benefit from mobile commerce [21]. Mobile phones have changed the way of our living and work; online shopping trend has stirred and advocated the development of m-commerce [22], realizing this, retailers are fervidly trying to catch the pace with the debut of mobile-friendly websites, applications, SMS and couponing programmes etc. With applications like Google Wallet, consumers can now with a single tap on their mobiles make payments, redeem offers, earn loyalty points, as well as store credit cards, coupons and loyalty cards safely on their phone! Thus Google Wallet is a tool for the retailers to target customers by offering discounts directly within search ads, check-in offers and offers in Google Places [23]. Who cares to carry a wallet now ! When it comes to rural India, mobile commerce can transform the socio-economic scenario. Mobile phone for the rural market can serve other benefits beyond communication. With the joint initiative of Vodafone India and ICICI Bank, customers can now remit money to their families without bank accounts in rural villages, via SMS [24]; Handygo has partnered with CAB International and service providers like Vodafone India, Bharti Airtel, MTNL, BSNL etc. to make available mobile-based agricultural solutions to the rural folk; Nokias Life Tools an SMS based
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subscription information service, offers information on varied areas of healthcare, agriculture, education and entertainment; the mobile banking technology provider Eko, has tie ups with SBI and ICICI Banks to help people create bank accounts and perform basic banking from local grocery stores and so many other instances to cite that together, the service providers, phone makers, Govt. and banks are trying to take m-commerce to the unbank population .With steps being taken by the Department of Telecommunications to augment internet penetration in rural areas by providing better connectivity among public institutions [25], the future of m-commerce in rural India is definitely blooming. THE BOTTLENECKS IN MCOMMERCE Having been discussed the prospects and uptake of m-commerce in Indian market, it would not be wise to overlook the problems and bottlenecks that mobile commerce in India is suffering from. Inadequate broadband 2G, 3G and 4G and underdeveloped mobile payment ecosystem is perceived to be the major bottlenecks in mcommerce as also the over emphasis on technologies like NFC for payments instead of focusing on creating a successful value offer for the consumers and retailers [20]. The recent spectrum scam related to frequency allocation licenses had ushered in a major setback for network operators which is believed to deter the progress of m-commerce.
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Then there is the trust factor which culminates from psychological discord in people due to lack of awareness and education. Due to language problems and other barriers including poor literacy rates, SMS based applications may not be successful always. The other deterrents are regulatory hindrances in the form of Know Your Customer (KYC) norms, the advocacy of a bank led model, restricted transaction limit, requirement of end-to-end security for transactions above Rs.1000 etc. [26] Modern handsets are equipped to store sensitive data including personally identifiable data, passwords, e-mail information etc. and also links to banking and payment functions which poses high risk for the consumer if the mobile is lost or stolen and is not password protected [27]. Phishing problems confronted by customers during mobile banking or mobile shopping further adds to the problem. There may be some websites designed very similar to a legitimate site but actually a scam collecting personal information for illegitimate activities [28]. CONCLUSION From the discussion so long on various aspects of m-commerce, it is agreeable that there is lot of optimism surrounding mobile
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commerce and its associated services and applications. With all trends explicitly indicating towards the immaculate growth and prospects of m-commerce in retail market, it is clear that mobile electronic commerce is going through a boom time phenomenon and the non-discretionary way to a secure, convenient and trendy tension free consumer living is obviously mcommerce. What is important for the retailers to retain this ever increasing craze for m-commerce is to understand the dynamics of change driving it and resulting from it. As the Indians are now spending a considerable portion of their income on things beyond daily necessities on apparels, travel, fashion, entertainment or technology, they will naturally seek security of their spending and good values from it. Hence, the framework with which m-commerce operates is an issue demanding serious concern. In this context it would be apt to say that there should be a legally binding synchronization between all the players in the m-commerce ecosystem. Moreover, to ensure high value end-to-end mobile transaction processing, various participants in the ecosystem should be interconnected through a secured and highly accessible network. The technology of the mobile devices and the users knowledge, familiarity and ease of use with it is going to act upon the adoption of mobile business models. The regulating bodies greater involvement in security and privacy concerns and compliance to prescriptive norms in matters of mobile transactions and payments is expected to remove distrust and susceptible attitude in consumers which will
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fructify m-commerce. However, in India mcommerce is still in its infancy and increasing propaganda on the health effects of wireless technologies is further complicating the matter. But a lot of things is going to change with the greater penetration of 3G and advent of 4G services. It is to be borne in mind that greater availability and accessibility to wireless technologies or handheld mobile devices do not by itself certify a pool of m-consumers, rather, the retailers have to focus on content development, portal customization and effective implementation of m-commerce models. Where, there are literacy barriers, it can be overcome by inbuilt biometric identification system in the mobile devices but that is also subject to cost and implementation complexities. Above all, the question remains that are the consumers ready to experience this hype? The new generation youngsters are multi-taskers; they love gadgets and an independent life style, so they are pretty comfortable in online chatting with friends, reading a product review on the web, searching for a desired product and information on search engines, checking balances in their bank accounts, all at a time. Nonetheless, the rural side of the story is that operators are now targeting to offer value added services to the rural communities including agricultural information, banking information, employment news, health care information and other location based information in a simpler rural zest so that the less literate rearward population can also make an informed purchase. So, the essence lies in capturing and cultivating the consumers
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before the competitors does. Finally, it is true that most innovations at early stages of adoption has to face adversaries before prosperity and the challenge lies in converting odds into favorable. Similarly, m-commerce has a long way to go allowing adoption time for its users and minimizing possible loopholes in its working process. Let us all keep our fingers crossed and wait to see how the advantages of mobile commerce outweighs its limitations and plays a catalyst in ushering a modern retail landscape. References [1] Mobile Commerce. (n.d.). Retrieved from http://en.wikipedia.org/wiki/Mobile_comme rce [2] Half of shopping via mobile happens in non-metros. (2013, April 20). The Business Standard. Retrieved from www.businessstandard.com/wapnew/storypage_content.ph p [3] Tiwari, R., & Buse, S. (2007). The Mobile Commerce Prospects: A strategic analysis of opportunities in the banking sector (p. 33). Hamburg: Hamburg University Press. [4] Patterson, J. (n.d.). Economic History of M-Commerce: Current and Future Impact. Retrieved from http://pastorob.com/images/m_commerce.pd f [5] Definition of Mobile Commerce. (n.d.). Retrieved from
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http://www.investopedia.com/terms/m/mobil e-commerce.asp [6] Fischer, I. (2003). Zur Beobachtung der Entwicklung des E-Commerce, in: Wirtschaft und Statistik, Wiesbaden, No. 4, 2003, pp. 318-318, online summary available: http://www.ecchandel.de/literatur/1063187127/. [7] Mphasis, an HP Company. (n.d.). Mobile Transactions and Payment Processing[White paper]. Retrieved from http://www.mphasis.com/.../whitepapers/mobile-transaction-paymentprocesssing.pdf [8] Finacle Infosys Technologies Limited. (n.d.). Perspective - A hopeful outlook for Mobile commerce. Retrieved from http://www.infosys.com/finacle/solutions/th ought.../A-Hopeful-Outlook.pdf [9] Magdirila, P. (2013). How M-Commerce is Changing the Retail Landscape. Retrieved from http://www.computerworld.in/news/how-mcommerce-changing-retail-landscape104572013 [10] Federation of Indian Chambers of Commerce and Industry and PricewaterhouseCoopers India. (2012). The Indian Kaleidoscope Emerging trends in retail. Retrieved from http://www.pwc.in/en_IN/in/assets/pdfs/.../r etail-and.../retail-report-300812.pdf [11] Spencerstuart. (n.d.). The Indian consumer market A roundtable discussion. Retrieved from http://content.spencerstuart.com/sswebsite/... /India_ConsumerRoundtable_web.pdf
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[12] Technology. (n.d.). Retrieved from http://en.m.wikipedia.org/wiki/Technology [13] Tsalgatidou, A. & Veijalainen, J. (2000). Mobile Electronic Commerce: Emerging Issues. Lecture notes in computer science, 477-486. [14] Coursaris, C. & Hassanein, K. (2002). Understanding m-Commerce: A ConsumerCentric Model. Quarterly Journal of Electronic Commerce, 3(3), 247-271. [15] Microsoft & M-Com. (n.d.). Mobile Payments Delivering Compelling Customer and Shareholder Value through a Complete, Coherent Approach[Whitepaper]. Retrieved from http://www.microsoft.com/downloads/detail s.aspx?displaylang=en&FamilyID=9997243 d-5f1b-405b-b0cb-f14ecdfb8566 [16] Tarasewich, P & Nickerson, C. R. (2002). Issues in Mobile E-commerce. Communications of the Association for Information Systems, 8, 41-64. [17] Jahanshahi, A. A., Nor. K. M., Hozhabri, A. A. & Khaksar, S. M. S. (March, 2011). From Mobile To Mobile Commerce: An Overview In The Indian Perspective. In Proceedings of the 2nd International Conference on Business and Economic Research. Retrieved from http://www.academia.edu/1470067/FROM_ MOBILE_TO_MOBILE_COMMERCE_A N_OVERVIEW_IN_THE_INDIAN_PERS PECTIVE [18] India Telecom Online. (2010). Telecom Penetration in Rural India. Retrieved from http://www.indiatelecomonline.com/telecom -penetration-in-rural-india/
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[19] ebay.in Online Media Centre. (2011). eBay India launches mCommerce in India Global mCommerce leader brings the joys of Mobile Shopping to India. Retrieved from http://pages.ebay.in/community/aboutebay/n ews/pressreleases/corporate/ebaymcommerce.html [20] Krishna, A. (2013). Whats ailing mobile commerce in India? Retrieved from http://www.telecomlead.com/mobilevas/whats-ailing-mobile-commerce-in-india16642/ [21] Beri, A. (2013). Personalized Services Key to M-Commerce in India. Retrieved from http://www.ericsson.com/mcommerce/blog/personalized-services-keym-commerce-success-india [22] Sharma, G. (2011, April 13). The MCommerce Revolution Is Here. Because we think Retrieved from http://becausewethink.blogspot.in/2011/04/ m-commerce-revolution-is-here.html [23] Sharma, G. (2011, May, 27). Google wants to own your wallet.Or should it be How Google will end up owning your wallet? Because we think Retrieved from http:// becausewethink.blogspot.in/2011/05/googlewants-to-own-your-wallet.html [24] Vodafone, ICICI Bank enable mobile wallet to tap rural east India Customers can now remit money to rural villages via text message. (2013, April, 18). The Business Standard. Retrieved from http://www.businessstandard.com/article/companies/vodafoneicici-bank-enable-mobile-wallet-to-taprural-east-india-113041700387_1.html
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[25] Chauhan, A. (2012). Rural Telecom in India. Retrieved from www.tele.net.in/viewpoint/item/10004-rural-telecom-in-indiaabhishek-chauhan-senior-consultant-andhead-mobile/wireless-ict-practice-frost [26] CanvasM. (n.d.). M-commerce Future A huge Potential Market. Retrieved from http:www.canvasm.com/downloads/Mcommerce_telenet.pdf [27] Office of Consumer Affairs, Govt. of Canada. Mobile commerce New Experiences, Emerging Consumer Issues. Canada. Retrieved from http://www.ic.gc.ca/eic/site/ocabc.nsf/eng/ca02518.html [28] Investopedia. (2009). Sopping online: convenience, bargains and a few scams. Retrieved from http:// www.investopedia.com/articles/pf/08/buysell-online.asp
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