M-Commerce Consumer Business Applications

Communication Applications

Satisfying communication needs represents the foundation for fulfilling all the remaining m-consumer needs. From the "Interaction Mode" column in Table 4, it is evident that only communication applications target all of the different consumer interaction modes. As such, these applications can cater to a wider audience, whose members appear to be more interested in and more willing to pay for this type of application.

Cost appears to be the primary concern and would thus require network carriers to revisit their pricing models, and consequently come up with various options (i.e., subscription, pay-per-use) in an attempt to satisfy different consumer preferences. Finally, with respect to technology, only "data transfer" is affected by the slow adoption of 2.5G, because voice, SMS, and e-mail can operate efficiently within existing technologies. Future enhancements exist in VoiceXML, the technology that will enable voice-driven applications, some of which are already available (e.g., speaking out the name of the person whose phone number is to be dialed). Enhancements are also expected in 3G networks and the WAP 2.0 protocol, which will support rich content in SMS and e-mail communications, as well as provide for higher transfer rates for data transfers.

Information Applications

Entertainment Applications

Entertainment can involve various activities, some of which can satisfy various types of m-consumer needs. Gaming currently appears to be the hottest segment, with emphasis on the teenage and young adult communities (Ovum, 2001). Until recently, however, this offering was limited due to protocol constraints (WAP did not allow for graphics and rich content). The next generation of protocols should be able to address this problem. As usual, cost and usability are in the foreground as concerns, along with download times. For cost, downloads can be purchased individually or through a subscription, giving m-consumers added flexibility. A mobile user may seek entertainment for a short interval on a spontaneous basis. Therefore, excessive download times will not be well received. Finally, 2.5G and 3G network technologies, along with the introduction of WAP 2.0, will help improve not only the gaming experience but also other entertainment-related applications (Harmer, 2001).

Commerce Applications

Cost and usability are present concerns once again, but due to the sensitive nature of the information exchanged in a commercial transaction, security and privacy concerns prevail. The limitation in addressing these concerns effectively today lies in the existing infrastructure. The two main points of potential hack attacks were identified earlier in the chapter and were found to be the "Two-Zone problem" or the "WAP Gap" as well as "eavesdropping." The WAP Gap can be addressed effectively in devices accessing GSM networks, as these devices handle the conversion from WTLS to SSL internally on the SIM (Subscriber Identity Module) card and, therefore, minimize the risk of a hack attack and improve overall performance as airtime required for conversion is reduced. Other options are explored through new technologies, including WIM (Wireless Identification Module) cards that are similar in functionality to SIM cards for non-GSM phones, and J2ME-enabled handsets, which allow the handset to send and receive content directly to and from the HTML server, respectively, without the need for an intermediate gateway (Schwartz, 2000). On the other hand, protection against eavesdropping would require more efficient encryption algorithms (e.g., 128-bit) as well as supporting wireless technology enabling these algorithms (e.g., more powerful wireless devices that are not constrained by battery life or memory). Also, frequently, security features are sidestepped in return for time benefits (mobile users omit or deactivate security features to save on transmission time). Therefore, until security enhancements to wireless technology are in place, mobile users may be reluctant to take advantage of these applications. Finally, m-commerce industry players need to implement sufficient content to serve as incentive for not only converting consumers to mobile users but also retaining these mobile users for the long run.