<s>
The	O
term	O
mobile	B-Application
commerce	I-Application
was	O
originally	O
coined	O
in	O
1997	O
by	O
Kevin	O
Duffey	O
at	O
the	O
launch	O
of	O
the	O
Global	O
Mobile	B-Application
Commerce	I-Application
Forum	O
,	O
to	O
mean	O
"	O
the	O
delivery	O
of	O
electronic	O
commerce	O
capabilities	O
directly	O
into	O
the	O
consumer	O
’s	O
hand	O
,	O
anywhere	O
,	O
via	O
wireless	O
technology.	O
"	O
</s>
<s>
Many	O
choose	O
to	O
think	O
of	O
Mobile	B-Application
Commerce	I-Application
as	O
meaning	O
"	O
a	O
retail	O
outlet	O
in	O
your	O
customer	O
’s	O
pocket.	O
"	O
</s>
<s>
Mobile	B-Application
commerce	I-Application
is	O
worth	O
US$800	O
billion	O
,	O
with	O
Asia	O
representing	O
almost	O
half	O
of	O
the	O
market	O
.	O
</s>
<s>
The	O
Global	O
Mobile	B-Application
Commerce	I-Application
Forum	O
,	O
which	O
came	O
to	O
include	O
over	O
100	O
organisations	O
,	O
had	O
its	O
fully	O
minuted	O
launch	O
in	O
London	O
on	O
10	O
November	O
1997	O
.	O
</s>
<s>
The	O
meeting	O
was	O
opened	O
by	O
Dr	O
Mike	O
Short	O
,	O
former	O
chairman	O
of	O
the	O
GSM	O
Association	O
,	O
with	O
the	O
very	O
first	O
forecasts	O
for	O
mobile	B-Application
commerce	I-Application
from	O
Kevin	O
Duffey	O
(	O
Group	O
Telecoms	O
Director	O
of	O
Logica	O
)	O
and	O
Tom	O
Alexander	O
(	O
later	O
CEO	O
of	O
Virgin	O
Mobile	B-Application
and	O
then	O
of	O
Orange	O
)	O
.	O
</s>
<s>
Over	O
100	O
companies	O
joined	O
the	O
Forum	O
within	O
a	O
year	O
,	O
many	O
forming	O
mobile	B-Application
commerce	I-Application
teams	O
of	O
their	O
own	O
,	O
e.g.	O
</s>
<s>
Mobile	B-Application
commerce	I-Application
services	O
were	O
first	O
delivered	O
in	O
1997	O
,	O
when	O
the	O
first	O
two	O
mobile-phone-enabled	O
Coca-Cola	O
vending	O
machines	O
were	O
installed	O
in	O
the	O
Helsinki	O
area	O
in	O
Finland	O
.	O
</s>
<s>
The	O
machines	O
accepted	O
payment	O
via	O
SMS	B-Device
text	O
messages	O
.	O
</s>
<s>
This	O
work	O
evolved	O
into	O
several	O
new	O
mobile	B-Application
applications	I-Application
such	O
as	O
the	O
first	O
mobile	B-Application
phone-based	O
banking	O
service	O
launched	O
in	O
1997	O
by	O
Merita	O
Bank	O
of	O
Finland	O
,	O
also	O
using	O
SMS	B-Device
.	O
</s>
<s>
Finnair	O
mobile	B-Application
check-in	O
was	O
also	O
a	O
major	O
milestone	O
,	O
first	O
introduced	O
in	O
2001	O
.	O
</s>
<s>
The	O
m-Commerce(tm )	O
server	O
developed	O
in	O
late	O
1997	O
by	O
Kevin	O
Duffey	O
and	O
Andrew	O
Tobin	O
at	O
Logica	O
won	O
the	O
1998	O
Financial	O
Times	O
award	O
for	O
"	O
most	O
innovative	O
mobile	B-Application
product	O
,	O
"	O
in	O
a	O
solution	O
implemented	O
with	O
De	O
La	O
Rue	O
,	O
Motorola	O
and	O
Logica	O
.	O
</s>
<s>
The	O
Financial	O
Times	O
commended	O
the	O
solution	O
for	O
"	O
turning	O
mobile	B-Application
commerce	I-Application
into	O
a	O
reality.	O
"	O
</s>
<s>
The	O
trademark	O
for	O
m-Commerce	B-Application
was	O
filed	O
on	O
7	O
April	O
2008	O
.	O
</s>
<s>
In	O
1998	O
,	O
the	O
first	O
sales	O
of	O
digital	O
content	O
as	O
downloads	O
to	O
mobile	B-Application
phones	O
were	O
made	O
possible	O
when	O
the	O
first	O
commercial	O
downloadable	O
ringtones	O
were	O
launched	O
in	O
Finland	O
by	O
Radiolinja	O
(	O
now	O
part	O
of	O
Elisa	O
Oyj	O
)	O
.	O
</s>
<s>
Two	O
major	O
national	O
commercial	O
platforms	O
for	O
mobile	B-Application
commerce	I-Application
were	O
launched	O
in	O
1999	O
:	O
Smart	O
Money	O
in	O
the	O
Philippines	O
,	O
and	O
NTT	O
DoCoMo	O
's	O
i-Mode	O
Internet	O
service	O
in	O
Japan	O
.	O
</s>
<s>
Mobile-commerce-related	O
services	O
spread	O
rapidly	O
in	O
early	O
2000	O
.	O
</s>
<s>
Norway	O
launched	O
mobile	B-Application
parking	O
payments	O
.	O
</s>
<s>
Austria	O
offered	O
train	O
ticketing	O
via	O
mobile	B-Application
devices	I-Application
.	O
</s>
<s>
Japan	O
offered	O
mobile	B-Application
purchases	O
of	O
airline	O
tickets	O
.	O
</s>
<s>
In	O
April	O
2002	O
,	O
building	O
on	O
the	O
work	O
of	O
the	O
Global	O
Mobile	B-Application
Commerce	I-Application
Forum	O
(	O
GMCF	O
)	O
,	O
the	O
European	O
Telecommunications	O
Standards	O
Institute	O
(	O
ETSI	O
)	O
appointed	O
Joachim	O
Hoffmann	O
of	O
Motorola	O
to	O
develop	O
official	O
standards	O
for	O
mobile	B-Application
commerce	I-Application
.	O
</s>
<s>
In	O
appointing	O
Mr	O
Hoffman	O
,	O
ETSI	O
quoted	O
industry	O
analysts	O
as	O
predicting	O
"	O
that	O
m-commerce	B-Application
is	O
poised	O
for	O
such	O
an	O
exponential	O
growth	O
over	O
the	O
next	O
few	O
years	O
that	O
could	O
reach	O
US$200	O
billion	O
by	O
2004	O
"	O
.	O
</s>
<s>
As	O
of	O
2008	O
,	O
UCL	O
Computer	O
Science	O
and	O
Peter	O
J	O
.	O
Bentley	O
demonstrated	O
the	O
potential	O
for	O
medical	O
applications	O
on	O
mobile	B-Application
devices	I-Application
.	O
</s>
<s>
PDAs	B-Application
and	O
cellular	O
phones	O
have	O
become	O
so	O
popular	O
that	O
many	O
businesses	O
are	O
beginning	O
to	O
use	O
mobile	B-Application
commerce	I-Application
as	O
a	O
more	O
efficient	O
way	O
to	O
communicate	O
with	O
their	O
customers	O
.	O
</s>
<s>
In	O
order	O
to	O
exploit	O
the	O
potential	O
mobile	B-Application
commerce	I-Application
market	O
,	O
mobile	B-Application
phone	O
manufacturers	O
such	O
as	O
Nokia	O
,	O
Ericsson	O
,	O
Motorola	O
,	O
and	O
Qualcomm	O
are	O
working	O
with	O
carriers	O
such	O
as	O
AT&T	O
Wireless	O
and	O
Sprint	O
to	O
develop	O
WAP-enabled	O
smartphones	O
.	O
</s>
<s>
"	O
Profitability	O
for	O
device	O
vendors	O
and	O
carriers	O
hinges	O
on	O
high-end	O
mobile	B-Application
devices	I-Application
and	O
the	O
accompanying	O
killer	O
applications	O
,	O
"	O
said	O
Burchett	O
.	O
</s>
<s>
Perennial	O
early	O
adopters	O
,	O
such	O
as	O
the	O
youth	O
market	O
,	O
which	O
are	O
the	O
least	O
price	O
sensitive	O
,	O
as	O
well	O
as	O
more	O
open	O
to	O
premium	O
mobile	B-Application
content	O
and	O
applications	O
,	O
must	O
also	O
be	O
a	O
key	O
target	O
for	O
device	O
vendors	O
.	O
</s>
<s>
Since	O
the	O
launch	O
of	O
the	O
iPhone	B-Device
in	O
2007	O
,	O
mobile	B-Application
commerce	I-Application
has	O
moved	O
away	O
from	O
SMS	B-Device
systems	O
and	O
into	O
actual	O
applications	O
.	O
</s>
<s>
SMS	B-Device
has	O
significant	O
security	O
vulnerabilities	O
and	O
congestion	O
problems	O
,	O
even	O
though	O
it	O
is	O
widely	O
available	O
and	O
accessible	O
.	O
</s>
<s>
In	O
addition	O
,	O
improvements	O
in	O
the	O
capabilities	O
of	O
modern	O
mobile	B-Application
devices	I-Application
make	O
it	O
prudent	O
to	O
place	O
more	O
of	O
the	O
resource	O
burden	O
on	O
the	O
mobile	B-Application
device	I-Application
.	O
</s>
<s>
Unlike	O
online	O
banking	O
using	O
bank	O
websites	O
,	O
mobile	B-Application
banking	O
allows	O
a	O
smaller	O
number	O
of	O
operations	O
based	O
on	O
short	O
messages	O
or	O
applications	O
installed	O
on	O
mobile	B-Application
devices	I-Application
.	O
</s>
<s>
At	O
present	O
,	O
it	O
is	O
estimated	O
that	O
by	O
2022	O
,	O
the	O
number	O
of	O
customers	O
adopting	O
mobile	B-Application
banking	O
will	O
increase	O
to	O
2	O
billion	O
,	O
and	O
banks	O
are	O
investing	O
more	O
and	O
more	O
in	O
improving	O
mobile	B-Application
applications	I-Application
to	O
improve	O
security	O
and	O
customer	O
satisfaction	O
.	O
</s>
<s>
More	O
recently	O
,	O
brick	O
and	O
mortar	O
business	O
owners	O
,	O
and	O
big-box	O
retailers	O
in	O
particular	O
,	O
have	O
made	O
an	O
effort	O
to	O
take	O
advantage	O
of	O
mobile	B-Application
commerce	I-Application
by	O
utilizing	O
a	O
number	O
of	O
mobile	B-Application
capabilities	O
such	O
as	O
location-based	B-Application
services	I-Application
,	O
barcode	O
scanning	O
,	O
and	O
push	B-Operating_System
notifications	I-Operating_System
to	O
improve	O
the	O
customer	O
experience	O
of	O
shopping	O
in	O
physical	O
stores	O
.	O
</s>
<s>
By	O
mid	O
summer	O
2013	O
,	O
"	O
omnichannel	O
"	O
retailers	O
(	O
those	O
with	O
significant	O
e-commerce	O
and	O
in-store	O
sales	O
)	O
were	O
seeing	O
between	O
25%	O
and	O
30%	O
of	O
traffic	O
to	O
their	O
online	O
properties	O
originating	O
from	O
mobile	B-Application
devices	I-Application
.	O
</s>
<s>
Some	O
other	O
pure	O
play/online	O
-only	O
retail	O
sites	O
(	O
especially	O
those	O
in	O
the	O
travel	O
category	O
)	O
as	O
well	O
as	O
flash	O
sales	O
sites	O
and	O
deal	O
sites	O
were	O
seeing	O
between	O
40%	O
and	O
50%	O
of	O
traffic	O
(	O
and	O
sometimes	O
significantly	O
more	O
)	O
originate	O
from	O
mobile	B-Application
devices	I-Application
.	O
</s>
<s>
The	O
Google	B-Application
Wallet	I-Application
Mobile	B-Application
App	I-Application
launched	O
in	O
September	O
2011	O
and	O
the	O
m-Commerce	B-Application
joint	O
venture	O
formed	O
in	O
June	O
2011	O
between	O
Vodafone	O
,	O
O2	O
,	O
Orange	O
and	O
T-Mobile	O
are	O
recent	O
developments	O
of	O
note	O
.	O
</s>
<s>
Reflecting	O
the	O
importance	O
of	O
m-Commerce	B-Application
,	O
in	O
April	O
2012	O
the	O
Competition	O
Commissioner	O
of	O
the	O
European	O
Commission	O
ordered	O
an	O
in-depth	O
investigation	O
of	O
the	O
m-Commerce	B-Application
joint	O
venture	O
between	O
Vodafone	O
,	O
O2	O
,	O
Orange	O
and	O
T-Mobile	O
.	O
</s>
<s>
A	O
recent	O
survey	O
states	O
that	O
2012	O
,	O
41%	O
of	O
smartphone	O
customers	O
have	O
purchased	O
retail	O
products	O
with	O
their	O
mobile	B-Application
devices	I-Application
.	O
</s>
<s>
In	O
Kenya	O
money	O
transfer	O
is	O
mainly	O
done	O
through	O
the	O
use	O
of	O
mobile	B-Application
phones	O
.	O
</s>
<s>
Mobile	B-Application
money	O
transfer	O
services	O
in	O
Kenya	O
are	O
now	O
provided	O
by	O
the	O
two	O
companies	O
under	O
the	O
names	O
M-PESA	O
and	O
Airtel	O
Money	O
respectively	O
.	O
</s>
<s>
Mobile	B-Application
automated	O
teller	O
machine	O
(	O
ATM	O
)	O
is	O
a	O
special	O
type	O
of	O
ATM	O
.	O
</s>
<s>
A	O
mobile	B-Application
ATM	O
,	O
on	O
the	O
other	O
hand	O
,	O
is	O
meant	O
to	O
be	O
moved	O
from	O
location	O
to	O
location	O
.	O
</s>
<s>
Mobile	B-Application
ATMs	O
are	O
usually	O
self-contained	O
units	O
that	O
do	O
n't	O
need	O
a	O
building	O
or	O
enclosure	O
.	O
</s>
<s>
Usually	O
,	O
a	O
mobile	B-Application
ATM	O
can	O
be	O
placed	O
in	O
just	O
about	O
any	O
location	O
and	O
can	O
transmit	O
transaction	O
information	O
wirelessly	O
,	O
so	O
there	O
's	O
no	O
need	O
to	O
have	O
a	O
phone	O
line	O
handy	O
.	O
</s>
<s>
Mobile	B-Application
ATMs	O
may	O
,	O
however	O
,	O
require	O
access	O
to	O
an	O
electrical	O
source	O
,	O
though	O
there	O
are	O
some	O
capable	O
of	O
running	O
on	O
alternative	O
sources	O
of	O
power	O
.	O
</s>
<s>
Additionally	O
,	O
these	O
machines	O
typically	O
have	O
internal	O
heating	O
and	O
air	O
conditioning	O
units	O
that	O
help	O
keep	O
them	O
functional	O
despite	O
the	O
temperature	O
of	O
the	O
environment.ion	O
of	O
mobile	B-Application
money	O
services	O
for	O
the	O
unbanked	O
,	O
operators	O
are	O
now	O
looking	O
for	O
efficient	O
ways	O
to	O
roll	O
out	O
and	O
manage	O
distribution	O
networks	O
that	O
can	O
support	O
cash-in	O
and	O
cash-out	O
.	O
</s>
<s>
Unlike	O
traditional	O
ATMs	O
,	O
sicap	O
Mobile	B-Application
ATMs	O
have	O
been	O
specially	O
engineered	O
to	O
connect	O
to	O
mobile	B-Application
money	O
platforms	O
and	O
provide	O
bank-grade	O
ATM	O
quality	O
.	O
</s>
<s>
Tickets	O
can	O
be	O
sent	O
to	O
mobile	B-Application
phones	O
using	O
a	O
variety	O
of	O
technologies	O
.	O
</s>
<s>
Users	O
are	O
then	O
able	O
to	O
use	O
their	O
tickets	O
immediately	O
,	O
by	O
presenting	O
their	O
mobile	B-Application
phone	O
at	O
the	O
ticket	O
check	O
as	O
a	O
digital	O
boarding	O
pass	O
.	O
</s>
<s>
The	O
best	O
example	O
would	O
be	O
IRCTC	O
where	O
the	O
ticket	O
comes	O
as	O
an	O
SMS	B-Device
to	O
users	O
.	O
</s>
<s>
New	O
technology	O
such	O
as	O
RFID	B-Application
can	O
now	O
be	O
used	O
to	O
directly	O
provide	O
a	O
single	O
association	O
digital	O
ticket	O
via	O
the	O
mobile	B-Application
device	I-Application
hardware	O
associated	O
with	O
relevant	O
software	O
.	O
</s>
<s>
Mobile	B-Application
ticketing	O
technology	O
can	O
also	O
be	O
used	O
for	O
the	O
distribution	O
of	O
vouchers	O
,	O
coupons	O
,	O
and	O
loyalty	O
cards	O
.	O
</s>
<s>
These	O
items	O
are	O
represented	O
by	O
a	O
virtual	O
token	O
that	O
is	O
sent	O
to	O
the	O
mobile	B-Application
phone	O
.	O
</s>
<s>
A	O
customer	O
presenting	O
a	O
mobile	B-Application
phone	O
with	O
one	O
of	O
these	O
tokens	O
at	O
the	O
point	O
of	O
sale	O
receives	O
the	O
same	O
benefits	O
as	O
if	O
they	O
had	O
the	O
traditional	O
token	O
.	O
</s>
<s>
Stores	O
may	O
send	O
coupons	O
to	O
customers	O
using	O
location-based	B-Application
services	I-Application
to	O
determine	O
when	O
the	O
customer	O
is	O
nearby	O
.	O
</s>
<s>
Currently	O
,	O
mobile	B-Application
content	O
purchase	O
and	O
delivery	O
mainly	O
consist	O
of	O
the	O
sale	O
of	O
ring-tones	O
,	O
wallpapers	O
,	O
apps	O
,	O
and	O
games	O
for	O
mobile	B-Application
phones	O
.	O
</s>
<s>
The	O
convergence	O
of	O
mobile	B-Application
phones	O
,	O
portable	O
audio	O
players	O
,	O
and	O
video	O
players	O
into	O
a	O
single	O
device	O
is	O
increasing	O
the	O
purchase	O
and	O
delivery	O
of	O
full-length	O
music	O
tracks	O
and	O
videos	O
.	O
</s>
<s>
The	O
download	O
speeds	O
available	O
with	O
4G	B-Architecture
networks	O
make	O
it	O
possible	O
to	O
buy	O
a	O
movie	O
on	O
a	O
mobile	B-Application
device	I-Application
in	O
a	O
couple	O
of	O
seconds	O
.	O
</s>
<s>
The	O
location	O
of	O
the	O
mobile	B-Application
phone	O
user	O
is	O
an	O
important	O
piece	O
of	O
information	O
used	O
during	O
mobile	B-Application
commerce	I-Application
or	O
m-commerce	B-Application
transactions	O
.	O
</s>
<s>
Knowing	O
the	O
location	O
of	O
the	O
user	O
allows	O
for	O
location-based	B-Application
services	I-Application
such	O
as	O
:	O
</s>
<s>
A	O
wide	O
variety	O
of	O
information	O
services	O
can	O
be	O
delivered	O
to	O
mobile	B-Application
phone	O
users	O
in	O
much	O
the	O
same	O
way	O
as	O
it	O
is	O
delivered	O
to	O
PCs	O
.	O
</s>
<s>
Customized	O
traffic	O
information	O
,	O
based	O
on	O
a	O
user	O
's	O
actual	O
travel	O
patterns	O
,	O
can	O
be	O
sent	O
to	O
a	O
mobile	B-Application
device	I-Application
.	O
</s>
<s>
This	O
customized	O
data	O
is	O
more	O
useful	O
than	O
a	O
generic	O
traffic-report	O
broadcast	O
but	O
was	O
impractical	O
before	O
the	O
invention	O
of	O
modern	O
mobile	B-Application
devices	I-Application
due	O
to	O
the	O
bandwidth	O
requirements	O
.	O
</s>
<s>
Banks	O
and	O
other	O
financial	O
institutions	O
use	O
mobile	B-Application
commerce	I-Application
to	O
allow	O
their	O
customers	O
to	O
access	O
account	O
information	O
and	O
make	O
transactions	O
,	O
such	O
as	O
purchasing	O
stocks	O
,	O
and	O
remitting	O
money	O
.	O
</s>
<s>
This	O
service	O
is	O
often	O
referred	O
to	O
as	O
mobile	B-Application
banking	O
,	O
or	O
m-banking	O
.	O
</s>
<s>
Stock	O
market	O
services	O
offered	O
via	O
mobile	B-Application
devices	I-Application
have	O
also	O
become	O
more	O
popular	O
and	O
are	O
known	O
as	O
Mobile	B-Application
Brokerage	O
.	O
</s>
<s>
Over	O
the	O
past	O
three	O
years	O
mobile	B-Application
reverse	O
auction	O
solutions	O
have	O
grown	O
in	O
popularity	O
.	O
</s>
<s>
Many	O
mobiles	O
SMS	B-Device
commerce	O
solutions	O
rely	O
on	O
a	O
one-time	O
purchase	O
or	O
one-time	O
subscription	O
;	O
however	O
,	O
reverse	O
auctions	O
offer	O
a	O
high	O
return	O
for	O
the	O
mobile	B-Application
vendor	O
as	O
they	O
require	O
the	O
consumer	O
to	O
make	O
multiple	O
transactions	O
over	O
a	O
long	O
period	O
of	O
time	O
.	O
</s>
<s>
Using	O
a	O
mobile	B-Application
browser	O
—	O
a	O
World	O
Wide	O
Web	O
browser	O
on	O
a	O
mobile	B-Application
device	I-Application
—	O
customers	O
can	O
shop	O
online	O
without	O
having	O
to	O
be	O
at	O
their	O
personal	O
computer	O
.	O
</s>
<s>
Many	O
mobile	B-Application
marketing	O
apps	O
with	O
geo-location	O
capability	O
are	O
now	O
delivering	O
user-specific	O
marketing	O
messages	O
to	O
the	O
right	O
person	O
at	O
the	O
right	O
time	O
.	O
</s>
<s>
Catalog	O
merchants	O
can	O
accept	O
orders	O
from	O
customers	O
electronically	O
,	O
via	O
the	O
customer	O
's	O
mobile	B-Application
device	I-Application
.	O
</s>
<s>
Consumers	O
making	O
mobile	B-Application
purchases	O
can	O
also	O
receive	O
value-add	O
upselling	O
services	O
and	O
offers	O
.	O
</s>
<s>
Some	O
merchants	O
provide	O
mobile	B-Application
web	I-Application
sites	O
that	O
are	O
customized	O
for	O
the	O
smaller	O
screen	O
and	O
limited	O
user	O
interface	O
of	O
a	O
mobile	B-Application
device	I-Application
.	O
</s>
<s>
Analyst	O
firm	O
Gartner	O
expects	O
in-application	O
purchases	O
to	O
drive	O
41	O
percent	O
of	O
app	O
store	O
(	O
also	O
referred	O
to	O
as	O
mobile	B-Application
software	I-Application
distribution	O
platforms	O
)	O
revenue	O
in	O
2016	O
.	O
</s>
<s>
In-app	O
purchases	O
can	O
be	O
used	O
to	O
buy	O
virtual	B-General_Concept
goods	I-General_Concept
,	O
new	O
and	O
other	O
mobile	B-Application
content	O
and	O
is	O
ultimately	O
billed	O
by	O
mobile	B-Application
carriers	O
rather	O
than	O
the	O
app	O
stores	O
themselves	O
.	O
</s>
<s>
Ericsson	O
's	O
IPX	O
mobile	B-Application
commerce	I-Application
system	O
is	O
used	O
by	O
120	O
mobile	B-Application
carriers	O
to	O
offer	O
payment	O
options	O
such	O
as	O
try-before-you-buy	O
,	O
rentals	O
and	O
subscriptions	O
.	O
</s>
<s>
In	O
the	O
context	O
of	O
mobile	B-Application
commerce	I-Application
,	O
mobile	B-Application
marketing	O
refers	O
to	O
marketing	O
sent	O
to	O
mobile	B-Application
devices	I-Application
.	O
</s>
<s>
Companies	O
have	O
reported	O
that	O
they	O
see	O
better	O
responses	O
from	O
mobile	B-Application
marketing	O
campaigns	O
than	O
from	O
traditional	O
campaigns	O
.	O
</s>
<s>
The	O
primary	O
reason	O
for	O
this	O
is	O
the	O
instant	O
nature	O
of	O
customer	O
decision-making	O
that	O
mobile	B-Application
apps	I-Application
and	O
websites	O
enable	O
.	O
</s>
<s>
For	O
example	O
,	O
a	O
busy	O
mom	O
tending	O
to	O
her	O
household	O
chores	O
with	O
a	O
baby	O
in	O
her	O
arm	O
could	O
receive	O
a	O
marketing	O
message	O
on	O
her	O
mobile	B-Application
about	O
baby	O
products	O
from	O
a	O
local	O
store	O
.	O
</s>
<s>
Research	O
demonstrates	O
that	O
consumers	O
of	O
mobile	B-Application
and	O
wireline	O
markets	O
represent	O
two	O
distinct	O
groups	O
who	O
are	O
driven	O
by	O
different	O
values	O
and	O
behaviors	O
,	O
and	O
who	O
exhibit	O
dissimilar	O
psychographic	O
and	O
demographic	O
profiles	O
.	O
</s>
<s>
What	O
aspects	O
truly	O
distinguish	O
between	O
a	O
traditional	O
online	O
shopper	O
from	O
home	O
and	O
a	O
mobile	B-Application
on-the-go	O
shopper	O
?	O
</s>
<s>
These	O
factors	O
are	O
important	O
in	O
triggering	O
m-commerce	B-Application
from	O
e-commerce	O
.	O
</s>
<s>
As	O
a	O
result	O
,	O
successful	O
mobile	B-Application
commerce	I-Application
requires	O
the	O
development	O
of	O
marketing	O
campaigns	O
targeted	O
to	O
these	O
particular	O
dimensions	O
and	O
according	O
to	O
user	O
segments	O
.	O
</s>
<s>
Mobile	B-Application
media	O
is	O
a	O
rapidly	O
changing	O
field	O
.	O
</s>
<s>
New	O
technologies	O
,	O
such	O
as	O
WiMax	O
,	O
act	O
to	O
accelerate	O
innovation	O
in	O
mobile	B-Application
commerce	I-Application
.	O
</s>
<s>
Early	O
pioneers	O
in	O
mobile	B-Application
advertising	O
include	O
Vodafone	O
,	O
Orange	O
,	O
and	O
SK	O
Telecom	O
.	O
</s>
<s>
An	O
empirical	O
study	O
shows	O
that	O
over	O
70%	O
of	O
mobile	B-Application
commerce	I-Application
users	O
are	O
under	O
the	O
age	O
of	O
25	O
,	O
as	O
of	O
2019	O
.	O
</s>
<s>
Mobile	B-Application
devices	I-Application
are	O
heavily	O
used	O
in	O
South	O
Korea	O
to	O
conduct	O
mobile	B-Application
commerce	I-Application
.	O
</s>
<s>
Mobile	B-Application
companies	O
in	O
South	O
Korea	O
believed	O
that	O
mobile	B-Application
technology	O
would	O
become	O
synonymous	O
with	O
the	O
youth	O
lifestyle	O
,	O
based	O
on	O
their	O
experience	O
with	O
previous	O
generations	O
of	O
South	O
Koreans	O
.	O
</s>
<s>
"	O
Profitability	O
for	O
device	O
vendors	O
and	O
carriers	O
hinges	O
on	O
high-end	O
mobile	B-Application
devices	I-Application
and	O
the	O
accompanying	O
killer	O
applications	O
,	O
"	O
said	O
Daniel	O
Longfield	O
.	O
</s>
<s>
Consumers	O
can	O
use	O
many	O
forms	O
of	O
payment	O
in	O
mobile	B-Application
commerce	I-Application
,	O
including	O
:	O
</s>
<s>
Contactless	B-Application
payment	I-Application
for	O
in-person	O
transactions	O
through	O
a	O
mobile	B-Application
phone	O
(	O
such	O
as	O
Apple	B-Application
Pay	I-Application
or	O
Google	B-Application
Pay	I-Application
)	O
.	O
</s>
<s>
Stored-value	B-Device
cards	I-Device
,	O
often	O
used	O
with	O
mobile-device	O
application	O
stores	O
or	O
music	O
stores	O
(	O
e.g.	O
</s>
<s>
Interaction	B-General_Concept
design	I-General_Concept
and	O
UX	O
design	O
has	O
been	O
at	O
the	O
core	O
of	O
the	O
m-commerce	B-Application
experience	O
from	O
its	O
conception	O
,	O
producing	O
apps	O
and	O
mobile	B-Application
web	I-Application
pages	O
that	O
create	O
highly	O
usable	O
interactions	O
for	O
users	O
.	O
</s>
<s>
In	O
recent	O
research	O
,	O
Parker	O
and	O
Wang	O
demonstrated	O
that	O
within	O
fashion	O
m-Commerce	B-Application
apps	O
,	O
the	O
degree	O
that	O
the	O
app	O
helps	O
the	O
user	O
shop	O
(	O
increasing	O
convenience	O
)	O
was	O
the	O
most	O
prominent	O
function	O
.	O
</s>
<s>
Additionally	O
,	O
shopping	O
for	O
others	O
was	O
a	O
motivator	O
for	O
engaging	O
in	O
m-commerce	B-Application
apps	O
with	O
a	O
great	O
preference	O
for	O
close	O
integration	O
with	O
social	O
media	O
.	O
</s>
<s>
The	O
popularity	O
of	O
apps	O
has	O
given	O
rise	O
to	O
the	O
latest	O
iteration	O
of	O
mobile	B-Application
commerce	I-Application
:	O
app	O
commerce	O
.	O
</s>
<s>
This	O
refers	O
to	O
retail	O
transactions	O
that	O
take	O
place	O
on	O
a	O
native	O
mobile	B-Application
app	I-Application
.	O
</s>
<s>
App	O
commerce	O
is	O
said	O
to	O
perform	O
better	O
than	O
both	O
desktop	O
and	O
mobile	B-Application
web	I-Application
when	O
it	O
comes	O
to	O
browsing	O
duration	O
and	O
interactions	O
.	O
</s>
<s>
Average	O
order	O
value	O
is	O
reportedly	O
greater	O
with	O
retail	O
apps	O
than	O
traditional	O
ecommerce	O
,	O
and	O
conversion	O
rates	O
on	O
apps	O
are	O
twice	O
that	O
of	O
mobile	B-Application
websites	I-Application
.	O
</s>
<s>
Mobile	B-Application
applications	I-Application
serve	O
as	O
a	O
means	O
to	O
ensure	O
positive	O
user	O
experience	O
,	O
seamless	O
interaction	O
,	O
and	O
increased	O
revenues	O
for	O
e-commerce	O
.	O
</s>
<s>
According	O
to	O
DesignRush	O
report	O
,	O
mobile	B-Application
applications	I-Application
are	O
expected	O
to	O
generate	O
$189	O
billion	O
by	O
2020	O
.	O
</s>
<s>
Moreover	O
,	O
a	O
study	O
by	O
Forrester	O
shows	O
that	O
mobile	B-Application
devices	I-Application
will	O
be	O
leveraged	O
to	O
facilitate	O
over	O
$1	O
trillion	O
in	O
sales	O
in	O
2018	O
.	O
</s>
