Mobile Aided Commerce in India

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“Shree Ganesh”

M-Commerce – Technology for innovative Business Services
By Bhavik Singhania
NIFT, Kolkata
Ph: +91 9903547066

Abstract

Introduction
Mobile commerce is usually called as 'm-Commerce' in which user can do any sort of transaction including buying and selling of the goods (ex. OLX.com), asking any services (ex. Ngpay), transacting and transferring the money(ex Airtel money) by accessing wireless internet service on the mobile handset itself. Mobile commerce is creating entirely new opportunities both for customers as well as the service providers. Looking at its demand all major mobile handset manufacturing companies are making WAP enabled smart phones which will intern be a boost to m-Commerce. People now needs services, information and entertainment readily which is now made possible with access to mobile devices having internet connections. Mobile commerce is gaining traction in India with the burgeoning smartphone penetration although it is in the initial stage .

Purpose of Study
M-commerce and its growth in recent times had made the marketer’s take notice of it. Business organizations have been restlessly evaluating the revenue potential of the m-commerce market which is currently valued at Rs.400crore (IAMAI). There has been surge in development of innovative business model to exploit the huge profit potential of this new market. So the main purpose of this paper is to : * Provide overview of the various application.

* Provide Characteristics and Benefits of various application. * Understand Relationship between m-Commerce and e-Commerce. * Analyzing future prospects of m-Commerce in India.
Research Approach
An in-depth research is undertaken to obtain necessary data to learn most about the Mobile Commerce. Secondary sources of data such as the books, magazines, journals etc. are used. Also various company case studies were analyzed.

Area Of m-Commerce Application
Payment Solution
Mobile Payment solution are set to replace credit/debit cards in the emerging markets. For example AIrtel money provides range of value added services, such as, mobile top­up, DTH recharge, and bill payments, thereby increasing revenue opportunities for small retailers. A high demand for m­commerce services and solutions in the form of Mobile Wallet, and contact less payments, micro­banking solutions, prepaid or stored value accounts, and mobile point of sale (POS) solutions are predicted. A user can make payment for buying goods or services or for paying bills either through a Mobile Wallet Application ­ a virtual wallet which can be operated via SIM application, SMS and interactive voice response (IVR); or through an authorized payment gateway (via internet) that can enable secure cash transaction.

Service/Retail Sectors
Various service provider and retailers (ex. Zara) now have developed mobile specific software for target consumers. Anything from airline tickets to a movie ticket can now be easily booked via simple mobile specific softwares or directly over the mobile internet. Even railway tickets can be booked online and as soon as tickets are confirmed an SMS/mail is received which can act as tickets. Also, merchant like Flipkart, Ebay are selling everything from electronic to apparel right on the device ‘mobile’. Some other providers are Bookmyshow, Cleartrip, etc.

Information Sector
This sector has particularly seen high growth opportunity with the rise in m-Commerce application in various businesses. After the bursting of dotcom bubble, the evolution of mobile commerce has again worked as ambrosia for them. A separate sector has been evolved to exercise on this field for the IT experts. In the IT field, mobile commerce has been used massively to deliver financial news, stock updates, sports figures and traffic updates and many more onto a single handheld device 'mobile'.

Entertainment Sector
Games, images, music, video etc. can now be downloaded on mobile...
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