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M-Commerce
National & International Players
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Definitions
M-commerce (mobile commerce) is the buying and selling of
goods and services through wireless handheld devices such as
cellular telephone and personal digital assistants (PDAs).
- http://searchmobilecomputing.techtarget.com/definition/m-commerce
"Mobile Commerce is any transaction, involving the transfer of
ownership or rights to use goods and services, which is initiated
and/or completed by using mobile access to computer-
mediated networks with the help of an electronic device.
- Tiwari, R.; Buse, S. (2007). The Mobile Commerce Prospects: A strategic
analysis of opportunities in the banking sector
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Some Facts
Mobile commerce was born in 1997 when the first two mobile-
phone enabled Coca Cola vending machines were installed
in the Helsinki area in Finland.
Two major national commercial platforms for mobile
commerce were launched in 1999:
- Smart Money (http://smart.com.ph/money/) in the Philippines,
- NTT Docomos I-Mode Internet service in Japan.
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Uses of M-Commerce
In the current commerce industry, M-Commerce has been
entered in the following sectors:
- Finance Money Transfer
- Services - Bill payments to utility and service companies
- Retails - Merchant & Retail Transactions
- Travel - Travel and Ticketing
- Entertainment Movie ticketing
In these sectors, M-Commerce is not only being widely
accepted but also it is being more used as a popular way of
business/ commerce
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Top M-Commerce Trends 2010
Investment - 2010 will see more retailers integrate new mobile payments
and investment offers. This spurt in investment is because retailers perceive M-
Commerce to be a lucrative business channel.
Mobile Couponing - Retailers have all along been harboringpaper
coupons are losing out to their mobile counterparts when compared for
redemption rates.
Location - An ecommerce platform to facilitate "check-in" via the mobile
phone and reveal their specific geographic locations.
Social - Emergence of social network-based loyalty programs.
Analytics - Retailer's ability to figure out what strategies click and what do
not.
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In India
M-commerce is becoming important not just for operators, but
also for banks and various service providers that are using
mobile as a window to transact with their customers, anytime
and anywhere.
Mobile phones have a higher penetration rate than the
Internet in India and majority of the population are ready to
embrace m-commerce in a big way.
The mobile penetration is at ten times of the PC penetration
and is expected to become 1 billion by 2014.
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Emerging Services of M-Commercein India
GPRS - Increased mobile penetration and use of GPRS on handsets has
resulted in the digital downloads market to cross Rs.2.55 Billion by end of
March 2008.
Transfers - Monetary transfers or transactions through mobile phones are
found to be much cheaper than traditional bank transfers as the transaction
costs are much lower in the former.
Transport - Innovative solutions for daily use such as payment of auto or taxi
fares.
Payments - Feasibility studies are being conducted to offer mobile
commerce to microfinance firms to enable them collect payments from
remote areas.
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Challenges faced by M-Commercein India
Security of transactions - M-Commerce Services like the mobile wallet
which helps make payments at retail outlets through text messages have
been hindered by the guidelines issued by the Reserve Bank of India due to
security concerns.
GPRS Speed We are still at a lower bandwidth than most other countries
using M-Commerce.
User Interface The level of this isnt up to the mark yet.
Registration Unless the merchants register as VAS providers with operators
they will have to pay around 7-8% for transactions.
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Local Players
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Main Players
Airtel Hello Money
Loop Mobile NGPay
Tatas mCX
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Airtel Hello Money
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Goodbye cash, Hello Airtel Money!
Indias first mobile wallet service by a telecom operator.
Launched in Gurgaon on January 31, 2011
A secure and convenient wallet which customers can use to
load money and use it for shopping and making payments -
Mr. Atul Bindal, President - Mobile Services, Bharti Airtel
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Uses
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Partnerships
Currently with coffee shops and restaurants
Aiming to partner another 3000 merchants in Gurgaon and
also venture to other key Indian cities.
Recently announced a JV with State Bank of India to provide
banking and financial services to millions of unbanked Indians
using the mobile platform.
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Activation
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Print & Outdoor
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Website
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Overseas
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Overseas
Airtel Money (formerly known as Zain Zap) is a mobile payments
service that has been deployed by Airtel group (formerly
called Zain in Africa) across a number of their African
operating companies, including Kenya, Uganda, Tanzania,
Zambia, Malawi, Niger, Ghana and Sierra Leone.
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Loop Mobile NGPay
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Now shop & paywhile on the move
Service, powered by ngpay
Offers "Anytime, Anywhere" facilities like:
Shopping
Banking
Payments
All of the above facilities can be availed using GPRS / WAP
enabled mobile phones & VISA / Master Credit cards.
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Shop, bank, pay and more
ngpay offers a range of services from its network of partners.
In a simple, consolidated menu, you can discover and
choose:
Merchants
Banks &
Service providers with whom you want to transact.
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Pricing
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Safety & Security
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Application
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Overview
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Getting Started
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Using Vodafone Money Transfer
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Send & Receive money
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Withdraw & pay in money
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Buying prepaid airtime
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Buying prepaid airtime
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Pay Bills
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Pay Bills
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Agents
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Account Info & Customer Care
Manage your account
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Manage your account
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Print & Outdoor
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TVC
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Mpesa Send Money Home TV Commercial