Szu-Yuan Sun
ABSTRACT
Mobile commerce, or e-commerce over mobile devices, has become a major topic of interest for the IS research community and a key priority for many business organizations as it is becoming increasingly evident that PC-based e-commerce has not lived up to the expectations and achieved true mass adoption. However, mobile commerce includes a large range of various services, especially with regard to numerous value-added services. Before we discuss the customers' level of demand for extra services, it is essential to understand and study the existing added services available in the market. This awareness can also assist further research. Balasubramanian et al describes eight different areas of mobile commerce value-added services. Clarke suggests four value propositions for m-commerce to define value added services characteristics. Both Balasubramanian et al and Clarke's models are commonly-used tools to test the characteristics of value-added services. Moreover, this research mainly focuses on Taiwan's current mobile commerce value-added services, while separating them into categories and characteristics. We surveyed the three largest cell phone service providers in Taiwan: Chunghwa Telecom, Taiwan Cellular Corp, TransAsia Telecommunications. We collected and sorted these providers' value-added services using the eight categories of Balasubramanian et al. and Clarke's four Value propositions for m-commerce to examine each value added service's characteristics. The purpose is to better understand the characteristics and current situations of service providers in Taiwan, as well as what areas need improvement. We also provide companies with a clear view of their deficiencies; moreover, cell phone service providers can have an accurate goal for developing future services. Moreover, we provide sufficient suggestions, thereby giving providers a clear direction for further promotions and marketing.
- Abuelyaman, E. and Wen, H. J. An efficient wireless transmission method for m-commerce. International Journal of Mobile Communications, Vol. 2, No. 4, 2004, 405--417. Google Scholar
Digital Library
- Anckar, B. and D'Incau, D. Value creation in mobile commerce: Findings from a consumer survey. Journal of Information Technology Theory and Application, Vol. 4, No. 1, 2002, 43--64.Google Scholar
- Balasubramanian, S., Peterson, R. A. and Jarvenpaa, S. L. Exploring the Implications of M-Commerce for Markets and Marketing. Academy of Marketing Science, Vol. 30, No. 4, 2002, 348--362.Google ScholarCross Ref
- Camponovo, G. and Pigneur, Y. Business Model Analysis Applied To Mobile Business. 5th International Conference on Enterprise Information Systems (ICEIS), April, Angers, 2003, 173--183.Google Scholar
- Clarke, I. III. Emerging Value Propositions For M-Commerce. Journal of Business Strategies, Vol. 18, No. 2, 2001, 133--148.Google Scholar
- Kini, R. B. and Thanarithiporn, S. Mobile commerce and electronic commerce in Thailand: a value space analysis. International Journal of Mobile Communications, Vol. 2, No. 1, 2004, 22--37. Google ScholarDigital Library
- McIntosh, J. C. and Baron, J. P. Mobile commerce's impact on today's workforce: issues, impacts and implications. International Journal of Mobile Communications, Vol. 3, No. 2, 2005, 99--113. Google ScholarDigital Library
- Pedersen, P. E., Methlie, L. and Thorbjomsen, H. Understanding mobile commerce end-user adoption: a triangulation perspective and suggestions for an exploratory service evaluation framework. Proceedings of the 35th Hawaii International Conference on System Sciences, HICSS-35, A Hawaii, US, (Jan. 2002), 7--10. Google ScholarDigital Library
- Siau, K. and Shen, Z. Mobile communications and mobile services. Int. J. Mobile Communications, Vol. 1, Nos. 1/2, 2003, 3--14. Google ScholarDigital Library
- Stanoevska-Slabeva, K. Towards a Reference Model for M-Commerce Applications. European Council of International Schools (ECIS), (June. 2003), 1--13.Google Scholar
- Tsalgatidou, A. and Pitoura, E. Business models and transactions in mobile electronic commerce: requirements and properties. Computer Networks, Vol. 37, 2001, 221--236. Google ScholarDigital Library
- Varshney, U. and Vetter, R. Mobile Commerce: Framework, Application and Networking Support. Mobile Networks and Applications, Vol. 7, No. 3, (Jun. 2002), 185--198 Google ScholarDigital Library
- Taiwan Cellular Corp http://www.tcc.net.tw/main/; http://www.tcc.net.tw/vas/Google Scholar
- Chunghwa Telecom http://www.cht.com.tw/PersonalCat.php?CatID-737Google Scholar
- TransAsia Telecommunications http://www.tat.com.tw/; http://www.hank.net.tw/index.jsp.Google Scholar
Recommendations
A comparative study of value-added mobile services in Finland and Taiwan
Mobile commerce, or e-commerce over mobile devices, has become a major interest for the IS research community. We surveyed the three largest cell phone service providers in Taiwan and sorted these providers' value-added services using the eight ...
Value-Added Services in Mobile Commerce: An Analytical Framework and Empirical Findings from a National Consumer Survey
HICSS '02: Proceedings of the 35th Annual Hawaii International Conference on System Sciences (HICSS'02)-Volume 3 - Volume 3Although little is known about consumers' attitudes towards wireless marketing channels, many organizations are today making considerable investments to take advantage of the new business possibilities offered by wireless technologies - encouraged by ...
Towards an understanding of the behavioral intention to use 3G mobile value-added services
As profit margins gradually decline, and market competition becomes increasingly intensive, 3G telecom operators must provide various mobile value-added services, as well as traditional voice services, to attract new subscribers and retain old ones. ...
Comments