E Commerce To M Commerce

====================================E-COMMERCE TO M-COMMERCE
The past ten years its seems, have brought a century’s worth of change in the way
humans interact and exchange goods and services. The richest man in the world, bill
gates, once said “ In every one or two decades there comes a technology which changes
the way humans carry out their daily lives forever”. The television that change human
entertainment in the 1950’s forever, the computer in the 1960’s that change humans work
habits and the internet in the late 1970’s that changes the way humans would
communicate, learn, advertise, conduct business and so on. As a result of this, an
important human chore was digitalized, like a number of others, - commerce. Thus, e-
commerce or electronic commerce came into pictures.
The present day is the witness to the wide reliance of man on M-commerce.
Companies can make online catalogs of products and services so that mobile users can
access that catalog from their mobile devices. Mobile commerce is still in its early
stages. It can potentially provide customer satisfaction, help generate business
opportunities, facilitate greater profits, build good relationships with customers and
provide quick access to anywhere. Using m-commerce is an efficient method to reach the
customer. It is used for various services like financial service—mobile banking or m-
banking to access accounts, bill payment and remitting money, brokerage through the
phone or mobile brokerage etc. They follow you wherever you go, making it possible to
access the Internet while walking down the street with friends and family or while
driving, looking for a nearby restaurant or gas station. As the Internet finds its way into
our purses or shirt pockets, the devices we use to access it are becoming more personal
too. Realizing the plethora of opportunities available, organizations are making a radical
shift towards embracing mobile computing in their business practices. Mobile Service
Marketer is an SMS-based marketing service that increases the use of the mobile services
being advertised, thereby raising the revenue they bring in. For the service providers,
Mobile Service Marketer is a useful advertising solution that respects the privacy of the
mobile users. Using the Mobile Service Marketer Service has proved to be an excellent
experience. Mobile text Messaging, or Short Message Service (SMS), as we all know it,
is the ability to send and receive text messages to and from mobile telephones.
1
COMMERCE
Commerce is the trading of something of value between two entities. That something
maybe goods services, information, money or anything else the two entities consider to
have value. Commerce is the central mechanism from which capitalism and all other
economic systems are derived. The process of transforming something into a commercial
activity is called commercialization.
Commerce has its origin from the very start of communication is prehistoric times.
Trading was the main facility of prehistoric people, who bartered what they had for goods
& services from each other. Peter Watson dates the history of long- distances commerce
from circa 150000 years ago.
Later, currency was introduced as standardized money to facilitate a wider exchange of

goods & services. Currency solved this problem by allowing values to be assigned to
things so that goods & services can in a way be effectively collected & stored for later
use, or split amount several providers.
Today commerce involves a complex system of companies that try to maximize their
profits by offering products & services to the market, which consists both of individuals
& other companies at the lowest production cost.
2
E-commerce
Electronic commerce or e-commerce consist primarily of the distributing, buying salving

marketing, and servicing of products or services over electronic systems such as the
internet and other computer networks. The information technology industry might see it
as an electronic business application aimed at commercial transactions. It can involve
electronic funds transfer, supply change management; e-marketing, on line marketing,
online transaction processing, electronic data interchanged, automated inventory
management systems and automated data collection systems. It typically uses electronic
communications technology such as the internet, extranets, e-mail, e-books, data bases
and mobile phones.
Electronic business or e-business is any business process that is empowered by an

information system. Today this is mostly done with the web-based technologies, the term
e-business’ was coined by Lou Gerstner, CEO of IBM.
Electronic business methods enables companies to link their internal and external
processes more efficiently and flexibly, work more closely with suppliers and partners to
better satisfy the needs and expectations of their costumers.
In practice, this involves the introduction of new revenue streams through the use of e-
commerce, the enhancement of relationships between clients and partners and improving
efficiency from using knowledge management system. E-business can be conducted over
the public internet, through internal internets and over secure private extranets.
It is more than just e-commerce. It covers business processes along the whole value
chain: electronic purchasing (“e-procurement”) & supply chain management, processing
orders electronically, Customer service & corporation with business partners. This
applies to traditional & virtual organization. Special technical standards e-business
facilitates the exchange of data between companies.
3
Strength of E-commerce
In many cases, an e-commerce company will survive not only based on its product, but
by having a well-organized business structure and a secure, well designed website. Such
factors include:
1. Providing an easy and secure way for customers to order. Credit cards are the most
popular means of sending payments on the Internet, accounting for 90%of online
purchases. Card numbers are transferred securely between the customer and merchant
through independent payment gateways, such as authorize.net.
2. Providing reliability and security. Parallel servers, hardware redundancy, fail-safe

technology, information encryption, and firewalls can enhance this requirement.
3. Providing a 360-degree view of the customer relationship, defined as ensuring that all
employees, suppliers, and partakers have a complete view, and the same view, of the
customer. However, customers may not appreciate the big brother experience.
4. Constructing a commercially sound business model. If this key success factor had
appeared in the textbook in 2000, many of the dots COM might not have gone bust.
5. Engineering an electronic value chain in which one focuses on a “limited” number of

core competencies the opposite of a one stop shop.(Electronic stores can appear either
specialist or generalist if properly programmed.)
6. Operating on or near the cutting edge of technology and staying there as technology
changes (but remembering that the fundamentals of commerce remain indifferent to
technology.)
7. Setting up an organization of sufficient alertness and agility to respond quickly to any

changes in the economic, social and physical environment.
4
Weakness of E-commerce
Even if a provider of e-commerce goods and services rigorously follows these Ten “key
factors” to device an exemplary e-commerce strategy, problems can still arise. Sources of
such problems include:
1. Failure to understand customers, why they buy and how they buy. Even a product
with a sound value proposition can fail if producers and retailers do not understand
customer habits, expectations and motivations. E-commerce could potentially
mitigate this potentially problem with proactive and focused marketing research, just
as traditional retailers may do.
2. Failure to consider the competitive situation. One may have the capability to
construct a viable book e-tailing business model, but lack the will to compete with
Amazon.com.
3. Inability to predict environmental reaction. What will competitors do? Will they
introduce competitive brands or competitive Webster. Will they supplement their
service offerings? Will they try to sabotage a competitor site? Will price wars break
out? What will the government do? Research into competitors, industries and markets
may mitigate some consequences here, just as in non-electronic commerce.
4. Over-estimation of resources competence. Can staff, hardware, software, and process

handled the proposed strategy? Have e-tailers failed to develop employee and
management skills? These issues may call for thorough resources planning and
employee training.
5. Failure to coordinate. If existing reporting and control relationship do not suffice, one
can move towards a flat, accountable, and flexible organizational structure, which
may or may not aid coordination.
5
6. Failure to obtain senior man Failure to obtain senior management commitment. This
often results in a failure to gain sufficient corporate resources to accomplish
agreement commitment. This often results in a failure to gain sufficient corporate
resources to accomplish a task. It may help to get top management involved right
from the start.
7 Failure to obtain employee commitment .If planners do not explain their strategy well
to employees, or fail to give employees the whole picture then training and setting up
the incentives for worker to embrace the strategy may assist
8 Under estimation of time requirements. Setting up an e-commerce venture can take

considerable tome and money, and failure to understand the timing and sequencing of
tasks can lead to significant cost overruns. Basic project planning, critical path,
critical chain, or pert analysis may mitigate such failings. Profitability may have to
wait for the achievement of market share.
9 Failure to follow a plan. Poor follow through after the initial planning and sufficient
tracking of progress against a plan can result in problems. One may mitigate such
problems with standards tools benchmarking, milestones, variance tracking and
penalties and rewards for variances.
10. Becoming the victim of organized crime . Many syndicates have caught on to the
potential of the internet as a new revenue stream. Two main methods are as follows:
• Using identity theft techniques like pishing to order expensive goods and
bill them to some innocent person, then liquidating the goods for quick
cash;
• Extortion by using a network of compromised “zombie” computers to
engage in distributed denial of service attacks against the target website
until it starts paying protection money.
6
PRODUCT MARKETING STRATEGIES IN E-COMMERCE
The key parameters to be considered when coming up with our own product or services
are;
• What are we interested in?

• What are we passionate about?
• What subject or topic do we have a lot of knowledge about?
• What are people always coming to us for advice about?
Product marketing strategies involved in E-commerce

1. Develop a new product or services by researching potential competitors in the
relevant area of interest to find out what their best selling product is and figure out a
way to improve on it.
2. Check out the newsgroups, discussion boards, and chat rooms where the target market
hangs out. And accordingly ask their opinion about their expectation from a particular
product or services
3 If there is already existing customer base, e-mail survey should be done. Surveys are
not only a great way to improve on any existing product or service we may offer, they
are also a great way to discover fresh product or services idea.
4 Check out consumer review web sites to find out what people like and dislike “about
the competitors product.” Some of the web sites are:
http://www.consumerreview.com
http://www.consumersearch.com
7
5. Join an affiliate program and promote someone else product for a referral fee.
. Collecting the money
. Packaging the product
. Shipping the product
. Customer service
We just do the promotion and collect our referral fee from the resulting sales.
6. Compile a certain type of information and then package it as an e book.
7. Another really powerful product idea is to locate a problem and then develop a
product or service to solve it or in other words conducting “NICHE MARKETING
ON THE NET”
8. A newsletter is a great way to earn a large income very quickly. In fact, if our
newsletter covers an in demand topic and we build up a large subscriber base, we
could potentially take advantage of numerous streams of revenue including:
. Paid subscriptions
. Advertising
. Product promotion
. Selling our customer database
9. Sell unique or hard to find products on auction web sites.

We can sell some of the antiques, which are available easily in our area but are hard
to find elsewhere and command a good price.
10. Create an online community and sell memberships and advertising.
8
MATRIX OF E- COMMERCE
Consumer Business
Consumer C2C C2B
EBay Price line
Auction You name the price

Business B2C B2B
Amazon ( books, etc) Ford, GM, DC Mfg. To

Suppliers
Travelocity ( travel )
Internet domains C2C (consumer to consumer)
There is a considerable consumer-to-consumer communication on the web on a whole

range of subject. Parentsoap.com is an online community of more than 200000 parent
who spend time online gathering information, chatting with other parents, and linking to
related sites. On agriculture.com, farmers can find commodity prices, recent farms news,
and chat rooms of all types. The site is attractive as many five million hits per month.
C2C means that online visitors increasingly create product information, not just consume
it. They join internet interest groups to share information, so that “word of web” is
joining “word of mouth” as an important buying influence. Words about good companies
travel fast; and word about bad companies travel even faster.
For example EBay is a person to person trading community with more than 23 million
registered users.
Internet domains C2B (consumer to business)
9
Consumer is also findings are easier to communicate with the companies. Companies
often encourage communication by inviting prospects and customer to send in questions,
suggestion, and even complaints wia e mail. Some sites even include a call me button the
consumer click on its and his or her phone rings with a customer representative ready to
answer a question. Smart online marketers will answer quickly, by sending out
newsletter, special product or promotion offers based on purchase histories, reminders of
service requirements or warranty, or announcements of special events.
Internet domains B2C (business to consumers)
The popular press has paid the most attention to consumer to consumer web sites. In 2000
more that 106 million Americans went online with the 80 percent looking for
information, 73 percent researching a product or a service before buying it 68 percent
looking for travel information and 65 percent looking for information on movies, books,
and leisure activity. The most frequent online consumer purchase ( in terms of the
percentages online buyers saying they have purchase in the category ) have been books
(58%), music (50%), software (44%), air tickets (29%), pc peripherals ( 28%) clothing
(26%), videos (24%), hotel reservation (20%), toys (20%), flowers (17%) and consumers
electronic (12%). Individual are also using the internet to search for others to meet or date
on such sites as match.com, Americansingles.com, or virtuallydating.com. Companies
must set up and operate their e- commerce shows.
Internet domains B2B (business to business)
Although the popular press has given the most attention to business to consumer’s web
sites, even more activity is being conducted on business to business sites. The b2b sites
changing the supplier customer’s relationships in profound ways. Forester and Gartner,
major research firms on online commerce, estimates that B2B commerce is 10 to 15
times greater than B2C commerce. Gartner estimated that by 2005 more than 500000
enterprises will participate in e-markets as buyer, sellers or both. These firms are using
B2B auction sites, spot exchange online product categories barter sites and other online
10
resources to obtain better prices. Many major enterprises, including Chevron, Ford motor
Company, GE and Merck, have invested millions in web procurement system. The results
invoices that used to cost $100 to process now cost as little as $20.
COLLABORATIVE COMMERCE
11
Collaborative Commerce (C-Commerce) is the name given to commercial relationships

carried out over a collaborative framework to integrate enterprises’ business processes,
share customer relationships and manage knowledge across enterprise boundaries. The
ultimate aims of C-Commerce initiatives are to maximize return on intellectual capital
investment, business agility and the quality of the customer experience. C-Commerce is
far more crucial than basic B2B e-commerce that is designed to construct a virtual link
for a pre-defined community of trading partners to buy or sell goods and services. Even
after the fall of the dot-com era, corporate strategists and venture capitalists are
embracing C-Commerce as the next generation of e-commerce and an evolution of the
traditional supply chain process.
How Web Services Redefine Collaborative Commerce

So far, we are in a very early stage in the evolution of web business. We have been able
to overcome the issue of the standardization of enterprise application programming
interfaces around the web, and have managed to undertake tremendous business-to-
business exchange transactions over the web, albeit with high integration costs. Web
Services promise to revolutionize this process.
12
In the figure above, we can see the three stages of c-commerce, from bottom-left to top-
right:
• First stage of C-Commerce - web enabled c-commerce, a one dimensional,

single e-enabled business process that allows certain internal data to be visible to
external trading partners, and vice versa. Typically, this meant implementing a
web presentation of the data, and allowing partners access to it. This is a limited
form of c-commerce, with very limited value, saving only labor cost. Typical
applications would be displaying demand for production materials, showing sales
forecasts to suppliers, or presenting bills electronically.
• Second stage of C-Commerce - B2B exchanges in markets such as steel, auto

parts, chemicals or airline equipment. Buyers, sellers and suppliers are integrated
through a web portal. In this stage, each enterprise can reconfigure its supply
chain through the marketplace to leverage aggregated buying power and eliminate
brokerage fees and middlemen.
The first two stages of C-Commerce have never reached the critical mass required
for mass adoption by all industries, because of the cost of integration.
• Third stage of C-Commerce - will be built on Web Service as a core integration

engine to deliver seamless process integration, seamless customer satisfaction
integration and seamless product design integration. It is a plug and play sort of
C-Commerce rather than a hard-wired, integration driven effort.
13
MOBILE COMMERCE
What is Mobile Commerce (m-commerce)?
E-commerce will coming soon become Mobile Commerce (m-commerce) because

mobile devices are more user friendly than computer. Peoples checking movies details
and many other useful information on their mobile devices. Many companies accepting
payment by SMS payment system. In future Mobile Commerce (m-commerce) will be
sales and marketing showcase, educational application for companies.
Why Mobile Commerce (m-commerce)?
Companies can use Mobile Commerce (m-commerce) to increase sales of their products
and services. Mobile commerce can bring huge buyers for companies.
Benefits of Mobile Commerce (m-commerce)
• Buyers can access products catalog on their mobile devices.

• Companies can do promotions
• Companies can show products.
• Customers can price details from any place.
How Mobile Commerce (m-commerce) can help Companies?
Companies can make websites for mobile devices, which is popularly known as WAP or
Wireless Application Protocol. Companies can make online catalogs of products and
services so that mobile users can access that catalog from their mobile devices.
Does the technology have any limitations?
Mobile commerce is still in its early stages. It can potentially provide customer
satisfaction, help generate business opportunities, facilitate greater profits, build good
relationships with customers and provide quick access to anywhere. There are limitations
such as small screen, lesser processing power vis-a-vis PCs, circuit switching technology
14
on older cellular networks that increases the cost and causes inconvenience for the
subscribers to obtain data on a mobile phone. This will change, as GPRS and 3G have
started to move into the mainstream.
Have any industries been affected by m-commerce?
Using m-commerce is an efficient method to reach the customer. It is used for various
services like financial service—mobile banking or m-banking to access accounts, bill
payment and remitting money, brokerage through the phone or mobile brokerage etc.
Access to stock quotes and trading is possible through phone. In telecommunication
services, users can make bill payments and review accounts. Services or retail consumers
have the facility to place and pay for orders on-the-fly. Users can also have the access to
information like delivery of financial news, sports figures etc. IBM and few other
companies are developing speech recognition software to ensure secure m-commerce
transactions.
What are the kind of transactions that commonly take place via m-commerce?
In m-commerce there are three types of transactions. The first is carrier-based service.
Users can use carrier billing to purchase something through their wireless device. They
bill their purchases to their monthly carrier bill or it’s deducted from their pre-paid
deposit. The second option is to use a credit card over a wireless network connection.
Users have the facility to store their credit card data on a mobile phone using their cell
phone as a surrogate or a card. Thirdly, financial services can transfer money between
accounts and pay bills through wireless transactions.
What’s the technology used in m-commerce?
Numerous technologies are used in m-commerce like GSM (Global System for Mobile
Communication) and HSCD High Speed Circuit Switched–data protocol based on GSM
uses four channels to provide four times the radio transmission rates or 57.6 kbps. This
technology is outdated due to the introduction of GPRS(General packet Radio Service).
15
GPRS–wireless service based on GSM, EDGE (Enhanced Data rate for Global
Evolution), UMTS (Universal Mobile Television System), microbrowsers,
Mobile Commerce, or m-Commerce, is about the explosion of applications and services

that are becoming accessible from Internet-enabled mobile devices. It involves new
technologies, services and business models. It is quite different from traditional e-
Commerce. Mobile phones or PDAs impose very different constraints than desktop
computers. But they also open the door to a slew of new applications and services. They
follow you wherever you go, making it possible to access the Internet while walking
down the street with friends and family or while driving, looking for a nearby restaurant
or gas station.
As the Internet finds its way into our purses or shirt pockets, the devices we use to access
it are becoming more personal too. Already today, mobile phones and PDAs know the
phone numbers of our friends and colleagues. They are starting to track our location.
Tomorrow, they will replace our wallets and credit cards. One day, they may very well
turn into intelligent assistants capable of anticipating many of our wishes and needs, such
as automatically arranging for taxis to come and pick us up after business meetings or
providing us with summaries of relevant news and messages left by colleagues. But, for
all these changes to happen, key issues of interoperability, usability, security, and privacy
still need to be addressed
16
WHY MOBILE SMS/TEXT MESSAGING?
Mobile text Messaging, or Short Message Service (SMS), as we all know it, is the ability
to send and receive text messages to and from mobile telephones. The text can comprise
words or numbers or an alphanumeric combination. SMS was created as part of the GSM
Phase 1 standard. The first short message is believed to have been sent in December 1992
from a Personal Computer (PC) to a mobile phone on the Vodafone GSM network in the
UK. Each short message can be up to 160 characters is length when Latin alphabets are
used.
Customer Usage and Market Growth
There is no doubting the success of the Short Message Service - the market in India alone
has reached over one billion messages despite little proactive marketing by network
operators and phone manufacturers. Key market drivers over the next two years such as
the access of cheaper mobile technology to the masses will continue this growth path.
Mobile Messaging: How can your business benefit?
Enterprise Messaging
Enterprise uptake of mobile applications is set for phenomenal growth. By 2005, Gartner
anticipates that 65 percent of enterprises will be harnessing the power of wireless
applications to efficiently automate the existing business processes and use wireless
connectivity for one or more user groups.
Statistics are already showing a considerable growth in the enterprise messaging, within
the last seven quarters.
Where does enterprise messaging fit into your business
No matter what the nature or model of your business is, you can effectively exploit the
potential of Mobile Messaging. Following are some examples of the application areas
where Mobile Messaging is excelling:
17
1. B2B Messaging
Mobile terminated and mobile originated SMS and MMS via UCP, XML and PHP
interface
Benefits: Using industry standard protocols provide easy integration with existing
systems as well as a robust and scalable model for future technologies.
2. B2B Campaigns and list processing
Permission-based mobile marketing campaign of consumer goods, advertisement

campaign, promotions etc.
Benefits: Mobile marketing provides unparallel advantage of effectively targeting

specific audience level.
3. B2B Applications
Customized mobile applications conforming to a business rule and addressing a specific

target audience. Example: MIS reports to mobile sales force, critical data to mobile
technical work force. The possibilities are unlimited and the flexibility is enormous!
How to choose a high quality and reliable service provider for SMS/Text Messaging for
your enterprise messaging needs?
The first option that comes to one's mind is mobile operators. However, though they have
complete control over network infrastructure, they are generally not too keen to service
customer for meeting their messaging needs. The prime reasons for this are:
• Enterprise messaging involves complex integration with backend

database/applications
• The volume of messages is typically not high (except in large B2C companies)
• The criticality of message delivery is extremely high
• Operators largely cross subsidise 'voice' with 'data' services.
18
• It a specific network is down, then the service suffers.

• The service need extra attention in terms of providing high service levels
There are many independent providers of mobile data services focussed in the domain of
enterprise messaging that provide end-to-end SMS/text messaging service. There are
several advantages of working with an operator neutral service provider:
• Easy and quick integration with back-end application/databases

• Connections with multiple operators ensure better service quality (i.e. service is
continued even if the network of a specific operator fails)
• Single entry point into the mobile networks.
• Uniform application access ? no duplicate efforts required
• Reliability and timeliness - Acknowledged mobile messaging with guaranteed
message delivery information available
• Integrated payment ? one stop shop for all billing aspects and
• Seamless and secure messaging environment.
19
RETAIL MARKETING IN INDIA GOES CELLULAR
"As marketers see a critical mass developing in the mobile subscriber base, brands are
opening up to the idea of marketing through the mobile," says Raj Singh, executive
director, Active Media Technology India.
Marketers are waking up to the power of the mobile handset like never before. With SMS
and short codes becoming passé, the ubiquitous handset is offering new opportunities for
brands to make inroads into the consumer's mind space.
Mobile coupons, location specific services, mobile portals and advertising on the mobile
are just few of the tools being deployed by marketers to reach the 90 million strong
mobile subscribers base in India.
In what could be termed as the second generation of mobile marketing, subscribers can
look forward to an array of segmented marketing and advertising initiatives on their
mobile screens.
Mobile Coupons
Wireless marketing technology provider Active media Technologies has partnered with
mobile operator Hutchison Essar to deliver m-coupons, which can be cashed across 40
retail outlets such as Barista, Domino's Pizza, Lifestyle and Kaya Skin Clinic.
Similarly, Airtel has joined with Enpocket, a global leader in intelligent mobile
marketing, to give advertisers a convenient, effective way to reach a major cross-section
of the country's population. Also, mobile2win is in talks with mobile operators to start
location-based services that will enable marketers to reach out to the prospective
customer while he is in the vicinity of the outlet by giving various incentives and offers.
With richer capability handsets enabled with GPRS and WAP invading the Indian
market, it's becoming easier for marketers to reach out to consumers.
20
"As marketers see a critical mass developing in the mobile subscriber base, brands are
opening up to the idea of marketing through the mobile," says Raj Singh, executive
director, ActiveMedia Technology India. ActiveMedia Technology is working with
Hutchison Essar to deliver the "Hutch Tuesday" program, wherein Hutch subscribers
have exclusive access to offers across retail partners being test marketed in Mumbai.
Hutchison Essar hopes to add more partners to the existing 300 as they go along with the
scheme. "We intend to give more offers and privileges to our subscribers in the future
through these electronic coupons," says company's operations director Harit Nagpal.
Pepsi Reaching Consumers
Pepsi is also getting into the action. It has recently launched a mobile portal called "Pepsi
Globe Smart Client."
"Mobile marketing for us is about delivering to our consumers engaging and interactive
content rather than using it as a reach building device," says Vipul Prakash, executive
vice president, marketing, PepsiCo India.
Differentiated content from the mainline media is also a key in making mobile campaigns
work. Pepsi would be undertaking big cricket campaigns in the future and expects to
spend 5 percent of its overall ad spends on mobile and wireless. "Mobile marketing is not
a spend intensive industry but a content intesive one," adds Prakash. In the first month,
the Pepsi mobile zone has gotten 55,000 downloads, although it is still in the test run
stage.
Location-Based Services
Location-based services is another marketing tool being explored by content providers

such as mobile2win. "We have the technology ready for location based services. It's the
mobile operators who have to give the go-ahead," says Rajiv Hiranandani, country head,
mobile2win.
21
This service will enable marketers to reach out to the prospective customer while he is in
the vicinity of the outlet by giving various incentives and offers."
With forecasts of mobile marketing revenues reaching US$3 billion globally, according
to RBC Capital markets, Indian mobile operators are also upping their ante to latch on to
this revenue generating stream.
Airtel recently appointed Enpocket, a global mobile marketing solutions provider, to

provide ad serving technology for mobile Internet via the Enpocket marketing engine.
The Enpocket solution will enable Airtel to offer mobile advertising opportunities to
brands and companies. Worldwide, Enpocket provides mobile marketing technology to
Vodafone, Sprint, Alltel, Singtel, Nokia, Samsung, Panasonic, BenQ-Siemens, Trinity
Mirror, TNT, Pepsi and Nike.
22
THE BIG CHALLENGE THE BUSINESS USERS
Surprisingly, businesses have often failed to create centralized purchasing for mobile
devices and operator contracts. This has led to individual departments buying mobile
services, rather than this coming under the remit of the IT or telecommunications
department. It has also led to the perception of mobile devices as a 'nice-to-have' rather
than business-critical tool.
The hyping of mobile business solutions has not helped. Enthusiasts have attached an 'M'
to existing IT solutions, and foresee a world of M-CRM, M-SCM and so on. However,
CIOs need to be clearly convinced of the benefits. Their view of mobile applications is
usually based on the current limitations of mobile devices and networks. Hence, they are
extremely wary of such offerings. They are also unwilling to pay high premiums as early-
adopters -- a Gartner study of European CIOs found that only 24% would pay extra for
3G.
However, the same study found that 82% of CIOs see mobile devices as very important
to their businesses, and expect their company's usage to grow substantially in the next
three years. The three main benefits were seen as improved customer satisfaction, cost
savings and new business opportunities.
Thus, the pent-up demand is there if businesses can be convinced of the benefits. They
also need to be reassured on implementation issues with security typically being the main
worry. They need support in integrating mobile applications into existing business
systems, managing new devices and infrastructure, and developing and deploying
business applications over wireless links. Their concerns also include softer issues such
as training and management issues, asset allocations, virus scanning, and application
updates.
These issues are now being addressed by the operators, consultancies, systems integrators
and outsourcers in supporting enterprise usage of mobile applications. The business
community is now perceived as vital to their success. We will start to see far more
enterprise-wide agreements to support this. For example, Vodafone and KPMG signed a
23
deal in August for Vodafone to provide mobile services to the 30,000 employees of the
KPMG European Anchor Practice. This will provide such benefits as centralized
management and billing, short code dialing and using the same access codes regardless of
location.
Some businesses will be surprisingly innovative in using mobile solutions. Such

examples of less obvious early adopting vertical markets will include:
Retailers -- particularly supermarkets or those dealing with the youth market. The
supermarkets have been closely involved in the success of mobile in Europe, as
aggressive distributors. A number have already become virtual operators, and others have
been assessing the establishment of WLANs in their stores. Internally, mobile scanning
devices and workforce management will become widespread.
Banks -- are not renowned for their innovation, but they have reacted to the competitive
interest shown by mobile operators who have implied they will apply for banking
licenses. Despite its problems, they have been among the early adopters of WAP in
offering banking services, and using mobile services as an enhanced package to their
customers.
Utilities -- see clear advantages in reduced costs and improved services in mobile data
offerings. For example, in using mobile links for remote monitoring of meters and remote
diagnostics. They are also often involved as investors in mobile consortia in Europe.
Auto -- with 70% of US mobile calls believed to be made in cars, there has always been a
strong relationship between the two industries. NTT DoCoMo believe more than 100
million Japanese cars will be equipped with mobile multimedia devices by 2010. Car
journeys also provide a lot of the 'idle time' which is perfect for many mobile
applications.
24
Forms and convergence
Internet, mobile telephony and events constitute the bulk of interactive marketing action.
With more than 0.2 million cyber cafes spread across the country, it is no wonder that
nearly two-thirds of India's internet users access the web through cyber cafés. But the
spread of broadband into households through cable is also well under way, and at
affordable monthly charges of about 10 US dollars.
There is no dearth of portals dedicated to online games and contests. Interactive

advertisements in rich media, with hyperlinked clicks leading to audio-visual commercial
messages, are quite common on popular websites. Most of the leading Indian media
portals have their hands full in keeping up with the demand for ad space on their web
pages.
Said Yahoo India's Country General Manager Neville Taraporevalla in a presentation,

"Ad inventory is in short supply." As highlighted in the beginning of this article,
ecommerce is also growing at a rapid pace in India.
More than two-thirds of the mobile subscriber base is youth, with a strong penchant for
SMS. Marketers of financial services were among the first in using cell phones to serve
their customers. Many banks facilitate balance checks of customers' accounts through
SMS messages. ABN Amro and Kelloggs are two of the MNCs to promote their
products/services through mobile phones. To further exploit the full potential of SMS in a
country with 18 officially recognized languages, Nokia launched many handsets at
affordable prices that enable SMS in the most spoken language, Hindi. Both automated
and real-time voice calls are also extensively used, in varied contexts of CRM.
Media convergence is in full swing, with mobile, TV and internet being complementarily
used by marketers. Reality shows on leading TV channels in India thrive on interactive
responses from viewers through SMS messages. These either enable participation on the
shows or decide the winners on the reality programs telecast. KBC2, the second edition
of the Indian equivalent of "Who Wants to be a Millionaire", elicited 1.6 million phone
calls/SMSes for the first three episodes telecast on Rupert Murdoch owned Star TV in
25
August 2005. In early 2006, viewers cast as many as 55 million votes through
SMS/telephone/internet to decide the winner of a singing contest "Sa Re Ga Ma Pa
Challenge 2005" on a TV channel. For brand promotion and creating buzz, marketers and
advertising agencies regularly use contest websites such as contests2win and Hungama.
Sometimes even print and radio media are used in tandem with other media, for cross-
promotion.
Direct marketing, sales promotion and events are also a regular part of leading Indian
marketers' strategies, across different product categories. Almost all of the major
advertising agencies have exclusive units to cater to the interactive communication needs
of their clients. Ogilvy & Mather and Euro RSCG, for example, have their wings O&M
Interactive and Euro RSCG Interactive.
Recent initiatives
The following table lists some of the recent Indian interactive campaigns:
Product
Marketer Category Brief Description
Mobile auction of a few tickets
Lufthansa Airline between New Delhi and New
York
SMS-based contest, to
Kelloggs Cereals promote Iron Shakti ingredient
in its cornflakes
Identification of a tune
Sony
(program titled Kuch Kehti
Entertainment Media
Hai Ye Dhun) played on TV,
Television
through SMS responses
Question/answer SMS contest,
Wrigleys Chewing gum to promote its Meetha Fresh
flavor of chewing gum
Smirnoff Alcoholic SMS-based contest to create
26
buzz around a theme party

Beverage
(Smirnoff Experience)
Interactive SMS promotion to
Coca-Cola Soft drink
promote Vanilla Coke
Interactive SMS-based
Convenience promotion to create hype
Dominos Pizza
food around its new product
Cinnastix
Online advergame, to promote
Nestle Beverage its instant coffee brand
Nescafe
Online game, to promote its
Yamaha Automotive
bikes
As is evident from the table, across different product categories marketers are treading
the interactive path to consumers' hearts and minds. To elicit proper responses to the
contests, marketers dole out attractive prizes, such as mobile phones, T-shirts, CDs,
vouchers redeemable at department stores, audio systems, TVs, et cetera.
ENTRY BARRIERS TO MOBILE APPLICATIONS
While the mobile market is progressing at a rapid stride, the major components - devices,
wireless networks and applications - are constantly evolving at varying speeds.
27
Devices
The wireless market is developing with a myriad of pervasive devices and it becomes a
Herculean task to deploy mobile applications that allow communication between multiple
devices. This calls for the development of user-profiles performing intelligent routing
capabilities, which help in determining the device configurations and communicate
accordingly.
The following characteristics are to be determined while designing mobile applications:
• Form factor or giving area size

• Browser capabilities, languages supported.
• Available input methods.
• Text coverage graphics support etc.
• Expandability, option and slot
• Push technology support.
• Ruggedness.
• Information storage capability.
• Device performance calculation and logic.
Networks
Wireless networks have their own standards in terms of connectivity and functionality
aspects. These include gateways, towers and access links that are dependent on an
organization's use of network protocols, application logic and device access.
The characteristics for wireless networks are defined in terms of:
• Support to open internet standers and protocol

• Extent of wireless network coverage.
• Cost factor.
• Uniform/forty coverage.
28
• Data transmission, speed security concern

• Time taken to service request.
Applications
While the wireless device market is constantly evolving in areas of field service and sales
force automation, vendors are extending their applications to support these new devices.
In this scenario, mobile application architecture confined to a single standard or device
will experience difficulty in adapting to new technology advancements.
Essentially, the mobile application architecture should be robust and flexible in providing
user-friendly mobile solutions that are secure, reliable, scalable and manageable. The
different characteristics to be considered for mobile applications are:
• Support interoperable standards; adapt to new technology advances

• Address bandwidth constraints.
• Coverage fluctuations, also known as spotty coverage
• Rapid development of mobile applications
• Extent of separation between presentation and business logic in delivering
wireless data access
Continuous growth. Demanding agility in the applications space, the market is maturing
from generic middleware into a new generation of multi-channel middleware paradigm.
Application vendors are finding means to diversify access to multiple devices and
networks with intermittent connectivity.
EXPLORING MOBILE APPLICATIONS TECHNOLOGY
29
The first wave of Mobile Application Framework surfaced mainly to support Web
applications. The framework handled only a Web browser-processing HTML through a
thin-client device. Realizing the need for multi-channel access with rich user-interface
capabilities, the current wave extends into product architectures to support multi-client
devices.
Presently, most application framework vendors are turning to provide wireless

application gateways (WAGs) and other mobile-enabling features such as
synchronization, event notification etc.
A typical mobile environment scenario, wherein, middleware plays a key role involves:
* Optimized Communication: Operates through a common set of APIs making it easy to

develop and deploy mobile applications that optimize communication over IP-based
networks.
* Security: Encryption/decryption functionalities using PKI technologies guarantee

secure data exchange over wireless networks.
* Bandwidth: Features such as compression and transport optimization help in effective

data transmission.
* Industry-standard protocols: Optimal utilization of TCP/IP protocol to reduce airtime

expenses, and to support wireless communications.
* Compatibility: Offers compatibility between industry-standard TCP/IP protocols and all

wireless networks through its common set of APIs.
* Spotty coverage: Automatically adjusts to spotty/fluctuating coverage by minimizing

connection loss (possible by slowing down and speeding up), as and when required.
* Offline capability: One of the key features of middleware is its ability to support offline
functions. Here, the middleware assigns some of the processing capabilities on the
30
wireless device so that the user can be connected for a shorter amount of time and
manipulate the data on the wireless device while offline.
* "Push" Technology: The core functionality to mobile applications is its ability to

"Push" data to mobile users' devices as they operate in disconnected and out of coverage
modes. This is possible in different ways such as connected, disconnected and prior
filtering process capabilities.
* Device agnosticism: Allows multiple devices to communicate without the need to know
device-specific coding.
* Network Connectivity: Facilitates increased geographic coverage across multiple

mobile devices that are independent of network providers and carrier technologies.
* Personalization: Middleware solutions offer personalization through scripting, markup

language, user-interface etc. This includes message alerts, the look-and-feel aspect,
historical usage patterns etc.
* Application systems integration: Tight integration of traditional databases, legacy

systems and voice systems with mobile applications. XML is proven to be the widely
accepted choice to operate across multiple systems.
* Manageability: As part of the middleware suite, the management software handles

clients (i.e., devices) via multiple networks, by updating and synchronizing information
from enterprise back-end systems.
* Session management: Maintains session integrity across multiple devices and channels
by embracing the concept of mobility, transporting a session from one device to another
etc.
* Database Synchronization: Offers connectivity from any back-end system / database to

any device that executes only those specified data transfers. Connectivity is also extended
within existing enterprise applications like SCM, ERP etc. Apart from this, the wireless
31
communication component in middleware provides access to other peripheral devices

like camera, POS, GPS, barcode scanners, fax etc.
* Business Rules: Applying business logic and rules, middleware leverages the existing
work and code that simplifies workflow, eliminates duplication effort, and saves time and
money.
SMSMAP - TECHNOLOGY FOR MOBILE ADVERTISING
SMS Mobile Advertising Platform™(SMSMAP) is a carrier grade advertisement server.

With SMSMAP network operators and service providers can offer a new mobile media to
advertisers creating substantial new revenue from their subscriber base and increasing
messaging traffic.
SMSMAP makes possible to provide service to customer companies mobile campaigns to

send advertisements, information and sponsored content to mobile handsets. With
SMSMAP, it is quick and easy to create customizable services from off-the-shelf
campaigns. Several different campaigns of several customers can be run and managed
simultaneously on SMSMAP.
The solution incorporates permission marketing support, mobile user profiling and
personalisation, precise targeting mechanism, push and pull mobile messaging, advanced
reporting, and billing. The advanced SW technology used in SMSMAP enables
functionality expansion to quickly respond to the evolving needs of mobile advertising
business.
SMSMAP key benefits:
» Enabler for a new revenue stream
» Fast campaign
» Expandable library of mobile campaigns
32
» Mobile e-commerce and secure payment solutions integration
» Numerous mechanisms for high-precision advertisement targeting
» Spamming prevention through personal bandwidth management
» Advanced campaign monitoring and statistics
» Comprehensive set of platform management features
» Permission marketing support
33
MOBILE ADVERTISING, THE NEXT BIG WAVE IN INDIA AS

THE MARKET MATURES
Hyderabad, August, 2003: OneTele has officially launched Mobile Ad Robot, the Smart
Mobile Advertisement Server for wireless network operators and service providers. The
product is the first to be publicly released from OneTele's line of robust and scalable
back-end software platforms for mobile e-commerce.
Mobile Internet analysts predict the revenues from mobile advertising and marketing to
top $1 Billion already next year, due to the fact that there are 350 Million existing "ad-
enabled" mobile handset users out there and the number of WAP-devices is increasing
rapidly, too. By 2003, mobile advertising will surpass online advertising revenues.
"Mobile Advertising market will grow extremely fast within the next 18 months. It will
do to value-added services what the web did to the Internet" comments Dr.Venkatesh,
Executive Vice President of OneTele. "We are proud to launch Mobile Ad Robot in the
series of out Robot wares at this point of time, when the market has not yet taken off as
analysts except. We are ready for the heat when it hits us. We are making pioneering
efforts in intelligent and self intuitive wares for business applications and advanced
research in artificial intelligence" said Group Chairman Dr P.V.Majeed while dedicating
the product.
One Tele's Mobile Ad Robot is a carrier grade solution enabling operators and service
providers to send advertisements to mobile handsets in their network. Mobile Ad Robot
supports direct advertisements or sponsored content and rich media such as ring tones as
the mobile media. The solution incorporates push and pulls technology, advanced
reporting and campaign management. With Mobile Ad Robot operator or service
provider can ensure advertisers to reach their target audience.
One Tele Communications develops and sells mobile commerce and mobile CRM
software technology and related value-added services enabling smart mobile advertising
34
and customer communication. The company develops mobile applications for next
generation automation technologies for insurance, banking and financial services in
workforce automation and customer contact automation. The company founders have
professional backgrounds in mobile service development, wireless technology and
technology marketing and entertainment. OneTele's strategy is to become market leader
and increase our network of partners both in the India, Asia and Europe
35
SWOT ANALYSIS OF CELLULAR MOBILE INDUSTRY
Strengths
• Huge wireless subscriber potential.
• Fastest growing mobile market in the world.
• Consumers are ready to pay for cutting edge services.
• India possesses cheap labor to attract foreign investments.
• Telecom software, telecom professionals, telecom infrastructure and telecom
services are the key players in shaping today’s economy.
• Revenue sharing strategies are leading to mergers and acquisitions, helping
companies to enter new business opportunities, and generate employment,
boosting the countries economy.
• Government has started relaxing rules for foreign participants
• Lowest tariff rates in the world
Weakness
• Market strongly regulated by government body the telecom regulatory
authority of India.
• Existence of entry barriers for private companies.
• High cost of service provision.
• Low income countries like India can not afford to replicate expensive telecom
infrastructure.
Opportunities
• India has Asia’s third largest economy is adding at least one million new
mobile phone users every month
• Mobile phone user’s base hitting a saturation point in big cities.
• Income levels in the rural areas rising due to robust agricultural output.
• Share of the rural market in the country’s mobile population is, however, less
than 15%
36
• Cellular phone now being viewed as a common mans phone

• Rapid growth expected in the telecom and related services
• Foreign investment in form of equity or technology
• Increased availability of bandwidth has open doors to new schemes making
efficient usage, providing value added services and generating profits.
Threats
• High level of risk uncertainty and cost associated with the cellular sector
• Weak intellectual property right protection
• Software and digital content piracy
• Political instability
• Cost of handset also deters a lot of buyers from opting for the service
• Threat from WLL service providers and also from satellite phones
37
CONTRIBUTION OF THE CELLULAR INDUSTRY TO THE

INDIAN ECONOMY
1. World class infrastructure: - the Indian industry has been instrumental in bringing
to the Indian consumer a world class telecom infrastructure. The industry would
have invested over rs 25000 crores to:
• set up 69 networks
• Serve over one crore subscribe as of December 2002.
• Offer services in over 1575 cities and towns and
• Cover 14000 villages
2. Reputed Indians business houses and international telecom major
The privatization of Indian cellular brought into the arena some of the most reputed
business houses of the country as also biggest names in the international
telecommunication industry. Included Reputed Indian business houses – Birla BPL escort
Essar, Reliance, RPG, Tata, and Thapar
International telecom majors: single tel, Asia tech, AT&T, Bell Italia NYEX, Millicom
first pacific Hutchison Whampoa, telecom Italia, new york life, telecom investment
Telesystems, international wire less, cell net and others. Institutional investors – AIG,
Commonwealth Development Corporation, EMP, Asian infrastructure fund and others
3. Increased connectivity
There are presently 42 networks operating in the country covering over 1350 cities and
towns and directly serving over 6.7 million subscriber nation wide. Importantly the
connectivity benefits also extend to over 33.5 million PSTN subscriber of BSNL and
MTNL who can now reach the cellular subscriber “any time and any where”
38
in addition to the cellular radio waves cover over 28000 villages, where connectivity can
be provided at a very short notice at a normal incremental cost.
4. Employment generation
As the 3rd and the 4th cellular Licenses would start their operations and with 77 networks
(42 presently and 35 new networks) on air the employment generated down the supply
chain comprising vendors, infrastructure supplier, contractors, dealers, etc. it is estimated
that the total employment generated by the cellular industry would be in the tune of few
lakhs once the new networks are rolled in.
5. Increased in FDI flows
The telecom sector is the largest attractor of foreign direct investment in the country,
accounting for almost a fifth of FDI approvals since 1991.
6. Heavy investments in infrastructure
The cellular industry responsible for the single largest chunk of investment by any
individual industry. The industry has already invested over Rs 20000 crores and is
expected to invest even more in the years to come.
7. Revenue generation for the government of India
The cumulative revenues that have flowed to the government are already about Rs 10000
crore from license fee and service tax alone
39
SMS USERS ARE OPEN TO BRAND MARKETING
From conveying simple need-based messages to friends and loved ones to going all the
way to downloading pictures and tunes and mails… we all have seen the role of SMS
evolve to reach a dynamic position. Today as consumers, we experience the emerging
usage of SMS for brand communication, in the most personalised manner possible. As an
advertiser, I am posed with a sea of questions… Where does SMS stand in the
consumer's perspective as a medium of brand communication?… What is the profile of
those consumers who are ready to learn about my product by means of a single message
on their phone? How do I, as an advertiser, reach out to them using SMS?
Intellect, the Research and Technologies Unit of Lintas Media Services in association
with Interactions, Lintas Media Services, has conducted an extensive research that probes
the psyche and the demographics of the SMS marketing consumers. "We continuously
need to explore the relationships of the consumers with these emerging media. We also
need to develop aids for the advertisers to target and reach these consumers."
The study, conducted in February 2004 covered the SEC A segment of Students and
Working Executives/ Businessmen in the top 4 metros - Mumbai, Delhi, Kolkata &
Chennai. This study is a sequel to a recent study by Intellect titled 'Selling Made
Smarter' which investigated the growth of advertising through SMS.
The aim remains to provide the advertiser with a constructive understanding of his
consumer's thought process, experiences, expectations and acceptance of SMS as a
medium of brand communication. From here on, we shall see the answers shaping up an
insight into the mind of the consumer.
To what extent is my consumer exposed to Brand Marketing SMS?
A huge potential exists as far as communicating consumers via marketing is concerned

and this is evident from the fact that only 14% of the respondents have been exposed to
advertising through SMS. An untouched 86% have yet to experience a brand
40
communication on their cell phones. Of the ones that have been exposed to such a
communication, about 97% have read the actual message before deleting it, A favourable
36% also acted on the message after reading it. This depicts the readiness of the
respondents to be a part of the entire communication process.
How open is my consumer to the idea of receiving Brand Marketing SMS on her cell
phone?
Probing their openness to the idea of accepting brand communication on their cell
phones, the respondents portrayed a very positive picture. 66% are willing to accept
advertising through SMS on their cell phones.
The willingness is more amongst students and the younger age group i. e 15-24 years
than that amongst working executives and those in the higher age group. Males are more
willing to receive marketing SMS than females.
Avoidance of SMS (termed as deleting the SMS without reading it carefully) is much
lower for this medium compared to the conventional media. 32% are in the habit of
reading every SMS that they receive; another 53% hardly ever or only sometimes delete
the SMS without reading carefully. In a scenario where television, print, cinema, etc all
have high ad-avoidance, this is a very critical media.
One more noteworthy fact stays that apart from E-mail, SMS is the only medium that
allows Permission Marketing. While the students are open to receiving advertisements
through SMS anytime there is a promotion; male working executives/ businessmen
between the group 35-44 are open to receiving advertising through SMS but only with
prior permission being given.
Will the consumer of my product be ready to accept communication by me via

SMS?
While it is quite exciting to know that today's consumer is welcome to the idea of being
exposed to brand communication via SMS, we still need to advertise only certain
41
categories using the SMS medium. We need to know the product categories that interest
the consumer through SMS.
The most preferred categories by the consumers were found to be

Music/Entertainment/Gifting/Toys, Personal Products, Publications/ Books, and Local
Hotels/Cinemas/Discs/Events.
Not only the product category, but also the nature of information demanded by the
respondents regarding a particular category holds considerable importance.
Students are more inclined towards being informed on 'offers and promotions' for Music/
Gifting (60%), Cars, (56%), Utilities (56%), Stationary (55%), Book & Publications
(53%) and Impulse Foods (50%). Working Executives/ Businessmen show a higher
affinity towards 'offer and promotion' information for Household FMCGs (83%), Kitchen
Foods (83%), House Fittings (78%), Durables (73%), Pharma (63%), Personal Products
(54%), Local Entertainment (51%) and Impulse Foods (50%)
While most students prefer 'detailed information' on Music/ Gifts/ Toys; Working
Executives demand detailed information on Personal Products
Of the information seekers, the male skew is more towards Durables (85%), Impulse
foods (80%), Cars (79%), Stationary (68%), Household FMCGs (67%), Utilities (67%),
Local Entertainment (66%), Pharma (63%), Books & Publications (62%), Music and
Gifting (60%), Personal Products (58%), House Fittings (50%).
Females are keener to know about offers and promotions on Kitchen Foods (58%) and
House Fittings (50%).
When do I reach my consumer?
The timing and frequency of reaching a consumer is very important for any
communication planning and the study has explored these areas. About 30% are open to
receiving advertisements through SMS anytime there's a promotion. 34% prefer being
42
asked before they are sent advertisements through SMS while 34% prefer it not very
frequently.
While, 17% are open to receiving advertisements through SMS more than 3-4 times a
week, on the whole, 86% are open to the idea of receiving brand marketing SMS once a
month and more.
There is no specific pattern to the timing desired by the consumers. Anytime between
morning to evening is acceptable. This is so since finally, the choice of opening the actual
message lies with the consumer. Over 66% feel that they do not have to see or answer an
SMS immediately when it is received.
In a nutshell…
SMS comes across as a medium which makes the consumer reachable at all times, is
personal, allows permission marketing and is interactive. Most importantly it is
acceptable to the consumer as a means to communicate information on various products
and services.
Besides this the study also uncovers the cell phone usage behavior of the segments. The
study also covers information on the services used by cell users, billing information;
share of SMS in the monthly cell phone spends. It has also established the affinity of
consumers to using SMS and the reasons for this affinity.
Overall, the study is a wealth of data available for targeting consumers using SMS.
When marketers at Doordarshan decide that it is time to embrace this technology, you
know it has already made its impact on marketers everywhere else. The magic four digits,
which are changing the way brands talk to their audiences have forced Doordarshan out
of its slumber and into relationship building exercise with their viewers.
You see them everywhere — in print advertisements, on hoardings, on your TV screen,

on truck backs. The 4-digit numbers that you call from your mobile phone, sometimes,
43
forming a word on your key pad (7827 – STAR or 6388 – NDTV); and sometimes, just
easy to remember (8888 – India times). These short code numbers are now the rage,
allowing companies to easily build relationships with consumers in a super-cluttered
media environment Marketers have never had it so good. As understanding of the
medium increases and as consumers embrace this new form of targeting, the ubiquitous
mobile phone has emerged as the super salesman, the saviour. SMS marketing is
hardworking, efficient, measurable and unobtrusive. SMS is now a source of unprojected
revenue for a number of services and businesses, especially media and telecom
companies. For media companies, SMS is a new distribution channel and a consequent
revenue source. For telecom companies, SMS Value Added Services yield higher.
margins than simple voice and data products.
As mobile phone instrument and usage costs plummet — resulting in higher penetration
and acceptance — SMS, as a primary component of marketing and sales strategies, will
continue to grow. These low costs are aided by the fact that technology is freely available
and the entry barriers low.
44
COMPARISON OF E-COMMERCE TO M-COMMERCE
M-Commerce versus E-Commerce
Frequently m-commerce is represented as a "subset of all e-commerce" thus implying

that any e-commerce site could and should be made available from a wireless device. We
believe that such conclusions are missing leading. M-commerce should be recognized as
a unique business opportunity with its own unique characteristics and functions, not just
an extension of an organization’s Internet-based e-commerce channel. Of course there are
similarities between e-commerce and m-commerce from being able to purchase a product
or service in a "virtual" vs. a build and mortar environment.
Technology E-Commerce M-Commerce

Device PC Smart phones, pagers, PDAs,
Operating Windows, Unix, Symbian (EPOC), PalmOS, Pocket PC,
System Linux proprietary platforms.
Presentation
HTML HTML, WML, HDML, i-Mode
Standards
Microsoft Explorer, Phone.com UP Browser, Nokia browser, MS
Browser
Netscape Mobile Explorer and other micro browsers
TCP/IP & Fixed Wire GSM, GSM/GPRS, TDMA, CDMA, CDPD,
Bearer Networks
line Internet paging networks
Key Issues
• Evolution: Technology and Business models are constantly evolving which will
demand flexibility and patience on part of all players.
• Customer loyalty: Who will ‘own’ the customer? Partnerships among players
from various industries will be necessary for most, if not all, m-commerce initiatives,
and, in turn, will alter the nature of any one company to own their own customers.
45
• Cross-sector knowledge gulf, where the different parties will need to learn about
the functions and limitations of the services provided by the other players, for example,
operators will need to know about content and applications.
• Moving up the value chain: To respond to market opportunities some companies

have develop subsidiaries in order to react more rapidly to market challenges. For
example, Sonera has developed Sonera Zed, to provide portal and application
management services such as location based mobile yellow pages as well Smart Trust, to
develop secure solution for m-commerce transactions. And Citicorp has established e-Citi
to develop a wireless access gateway strategy for financial service providers.
What is Driving M-Commerce?
• Exponential growth of consumer interest and adoption of the Internet and e-

commerce.
• Tremendous growth in mobile telephony; however, voice has become a
commodity and will no longer fuel revenue growth for operators.
• Development of real-time transfer of data over 2.5G and 3G networks will enable
faster data transmission and ‘always-on’ connectivity.
• The evolution of the handheld devices incorporating WAP and now GPRS.
• Mobile e—commerce market is worth $3.5 billion in 2000 and will grow to over
$200 billion by 2005 (Ovum).
• Cost of entry into mobile e-commerce is low for most entrants; for example, a
bank can implement a sophisticated m-banking solution in under six months for around
$1 million.
• The unique features of the mobile device such as its compactness for convenience
and personalized functions; subsequently, people have become quite attached to their
devices.
Attracting players from all economic sectors from technology, finance, retail, media, all
anticipating that m-commerce will increase customer acquisition and retention and
generate new revenue opportunities.
46
Products, Services & Applications Suited for M-Commerce
The criteria for m-commerce services or products
• Limited but precise choice

• Predictable availability
• Does not require lengthy and in-depth decision making (appeal to impulsive
buying behavior)
• Convenience
Examples:
• The New York Times bestseller list meets all three criteria. It would be easy to
purchase any of the listed books via a wireless device.
• Tickets to popular entertainment events, such as concerts, live theatre, movies,
sports events, trade shows, public forums
• Mircro-transactions: purchasing a fast food items, such as a soda pop from a
vending machine;
• Payment of bills, banking, restaurant bill
Applications
According to Ovum’s research, there is a lot of uncertainty about which mobile
commerce applications will be successful and make money. The research/consulting firm
classified m-commerce applications into three categories.
47
48
MARKETING FOR THE NEW ECONOMY
M commerce opens up new opportunities for marketers

Consumers and businesspeople no longer need to be near a computer to send and receive
information all they need is cellular phone or PDA such as palm while they are on move
they can connect with the internet to check stock price the weather sports scores or send
or receive email message they can place an online order by simply using a phone or PDA
a whole field called telemetric involves placing a wireless internet connected computers
in the dashboards of cars and trucks, and making more home appliances (such as
computer) wireless so that they can be used anywhere in or near the home. Many see a
big future in what is now called m-commerce. According to IDC a technology research
company the market for location based services is forecasted to approach $billion by
2004.Here are some possibilities
• Getting a coke by pointing and clicking the phone at a vending machine .The
bottle drops down and an appropriate amt. is deducted from the owner’s bank a/c.
• Using the phone to search for the nearby restaurant that meets the customer
entered criteria.
• Watching stock prices while sitting in the restaurant and deciding to place a
purchase order.
• Clicking the phone to pay the bill for the meal; the cellular phones replaces the
credit card.
• Coming home and clicking a combination of keys on the phones to open the door.
Some see positive benefits such as locating people making emergency 911 calls or
checking on the whereabouts of ones children late at night. Others worry about privacy
issues. What if an employer learns that an employee is being treated for AIDS at a local
clinic or a wife finds out her husband is out clubbing? Like so many new technologies,
location based services have potential for good or harm and ultimately they will warrant
public scrutiny and regulation.
49
MOBILE BANKING
The last time that technology had a major impact in helping banks service their customers
was with the introduction of the Internet banking. Internet Banking helped give the
customer's anytime access to their banks. Customer's could check out their account
details, get their bank statements, perform transactions like transferring money to other
accounts and pay their bills sitting in the comfort of their homes and offices.
However the biggest limitation of Internet banking is the requirement of a PC with an

Internet connection, not a big obstacle if we look at the US and the European countries,
but definitely a big barrier if we consider most of the developing countries of Asia like
China and India. Mobile banking addresses this fundamental limitation of Internet
Banking, as it reduces the customer requirement to just a mobile phone.
Mobile usage has seen an explosive growth in most of the Asian economies like India,
China and Korea. In fact Korea boasts about a 70% mobile penetration rate and with its
tech-savvy populace has seen one of the most aggressive rollouts of mobile banking
services.
Still, the main reason that Mobile Banking scores over Internet Banking is that it enables
‘Anywhere Banking'. Customers now don't need access to a computer terminal to access
their banks, they can now do so on the go – when they are waiting for their bus to work,
when they are traveling or when they are waiting for their orders to come through in a
restaurant.
The scale at which Mobile banking has the potential to grow can be gauged by looking at
the pace users are getting mobile in these big Asian economies. According to the Cellular
Operators' Association of India (COAI) the mobile subscriber base in India hit 40.6
million in the August 2004. In September 2004 it added about 1.85 million more. The
explosion as most analysts say, is yet to come as India has about one of the biggest
untapped markets. China, which already witnessed the mobile boom, is expected to have
about 300 million mobile users by the end of 2004. South Korea is targeted to reach
about 42 million mobile users by the end of 2005. All three of these countries have seen
50
gradual roll-out of mobile banking services, the most aggressive being Korea which is
now witnessing the roll-out of some of the most advanced services like using mobile
phones to pay bills in shops and restaurants.
MOBILE BANKING SERVICES
Banks offering mobile access are mostly supporting some or all of the following services:
1. Account Balance Enquiry

2. Account Statement Enquiries.
3. Cheque Status Enquiry.
4. Cheque Book Requests.
5. Fund Transfer between Accounts.
6. Credit/Debit Alerts.
7. Minimum Balance Alerts.
8. Bill Payment Alerts.
9. Bill Payment.
10. Recent Transaction History Requests.
11. Information Requests like Interest Rates/Exchange Rates.
One way to classify these services depending on the originator of a service session is the
‘Push/Pull' nature. ‘Push' is when the bank sends out information based upon an agreed
set of rules, for example your banks sends out an alert when your account balance goes
below a threshold level. ‘Pull' is when the customer explicitly requests a service or
information from the bank, so a request for your last five transactions statement is a Pull
based offering. .
The other way to categorize the mobile banking services, by the nature of the service,
gives us two kind of services – Transaction based and Enquiry Based. So a request for
your bank statement is an enquiry based service and a request for your fund's transfer to
some other account is a transaction-based service. Transaction based services are also
differentiated from enquiry based services in the sense that they require additional
security across the channel from the mobile phone to the banks data servers.
51
Based upon the above classifications, we arrive at the following taxonomy of the services
listed before.
Push Based Pull Based

Transaction • Fund Transfer
Based • Bill Payment
• Other financial services like

share trading.
Enquiry Based • Credit/Debit Alerts. • Account Balance Enquiry
• Minimum Balance • Account Statement Enquiry.
Alerts • Cheque Status Enquiry.
• Cheque Book Requests.
• Bill Payment Alerts
• Recent Transaction History.
Technologies enabling Mobile Banking
Technically speaking most of these services can be deployed using more than one
channel. Presently, Mobile Banking is being deployed using mobile applications
developed on one of the following four channels.
1. IVR (Interactive Voice Response)

2. SMS (Short Messaging Service)
3. WAP (Wireless Access Protocol)
4. Standalone Mobile Application Clients
Advantages of Mobile Banking
The biggest advantage that mobile banking offers to banks is that it drastically cuts down
the costs of providing service to the customers. For example an average teller or phone
transaction costs about $2.36 each, whereas an electronic transaction costs only about
52
$0.10 each. Additionally, this new channel gives the bank ability to cross-sell up-sell
their other complex banking products and services such as vehicle loans, credit cards etc.
For service providers, Mobile banking offers the next surest way to achieve growth.
Countries like Korea where mobile penetration is nearing saturation, mobile banking is
helping service providers increase revenues from the now static subscriber base. Also
service providers are increasingly using the complexity of their supported mobile banking
services to attract new customers and retain old ones.
Marketing for Mobile Banking
Mobile banking is poised to become the big killer mobile application arena. However,
Banks going mobile the first time need to tread the path cautiously. The biggest decision
that Banks need to make is the channel that they will support their services on.
Mobile banking through an SMS based service would require the lowest amount of effort,
in terms of cost and time, but will not be able to support the full breath of transaction-
based services. However, in markets like India where a bulk of the mobile population
users' phones can only support SMS based services, this might be the only option left.
On the other hand a market heavily segmented by the type and complexity of mobile
phone usage might be good place to roll of WAP based mobile applications. A WAP
based service can let go of the need to customize usability to the profile of each mobile
phone, the trade-off being that it cannot take advantage of the full breadth of features that
a mobile phone might offer.
Mobile application standalone clients bring along the burden of supporting multiple
mobile device profiles. According to the Gartner Group, a leading wireless computing
consulting organization, mobile banking services will have to support a minimum of 50
different device profiles in the near future. However, currently the best user experience,
depending on the capabilities of a mobile phone, is possible only by using a Standalone
client.
53
Mobile banking has the potential to do to the mobile phone what E-mail did to the
Internet. Mobile Application based banking is poised to be a big m-commerce feature,
and if South Korea's foray into mass mobile banking is any indication, mobile banking
could well be the driving factor to increase sales of high-end mobile phones.
Nevertheless, Bank's need to take a hard and deep look into the mobile usage patterns
among their target customers and enable their mobile services on a technology with
reaches out to the majority of their customers.
SMS – Short Messaging Service
SMS uses the popular text-messaging standard to enable mobile application based
banking. The way this works is that the customer requests for information by sending an
SMS containing a service command to a pre-specified number. The bank responds with a
reply SMS containing the specific information.
For example, customers of the HDFC Bank in India can get their account balance details
by sending the keyword ‘HDFCBAL' and receive their balance information again by
SMS. Most of the services rolled out by major banks using SMS have been limited to the
Enquiry based ones.
However there have been few instances where even transaction-based services have been
made available to customer using SMS. For instance, customers of the Bank of Punjab
can make fund transfer by sending the SMS ‘ TRN(A/c No)(PIN No)(Amount)'.
One of the major reasons that transaction based services have not taken of on SMS is
because of concerns about security and because SMS doesn't enable the banks to deliver a
custom user interface to make it convenient for customers to access more complex
services such as transactions.
The main advantage of deploying mobile applications over SMS is that almost all mobile
phones, including the low end, cheaper one's, which are most popular in countries like
India and China are SMS enabled.
54
An SMS based service is hosted on a SMS gateway that further connects to the Mobile
service providers SMS Centre. There are a couple of hosted IP based SMS gateways
available in the market and also some open source ones like Kannel .
Case studies
LG Telecom, South Korea
In terms of the evolution of services being offered on mobile applications, South Korea is
showing the way.
The big push came when LG Telecom Ltd., the smallest of Korea's three mobile service
providers teamed up with the Kookmin bank to launch the ‘Bank on' service. Under this
scheme mobile users were able to use smart chips embedded in cell phones for accessing
all of the transaction and enquiry based services. The chip-based service automated the
authentication of users when they accessed their bank's financial services to make the
whole process much faster and convenient. The icing on the cake came with the ability of
55
these chip enabled cell phones to be used simultaneously as cash cards.By October 2004
there were already about 100,000 infrared readers adapted to take payment directly from
mobile phone handsets in Korea.
Users can now use their cell phones to pay for everything, from restaurant bills, travel
tickets, merchandise and even haircuts.
Reliance Infocomm, India
When Reliance Infocomm, India rolled out its CDMA network, (at the time the mobile
market in India was still in its infancy, and data services were almost never heard off) it
made sure that all handsets supported Java.The Reliance application platform, also
known as R-World brought Java compatibility even to the lower end phones.
Reliance used a novel way to overcome the memory limitations of lower-end mobile
phones, which hampered deploying of multiple standalone J2ME based clients. Instead of
storing applications statically on their cell phones, users access a single menu based
application called R-World, which connects them to the Reliance servers. Using the menu
based user interface, mobile users select the application, which they want to run and
download them over-the-air to their cell phones. These applications are then executed
locally on the mobiles.
From mid-2004 Reliance tied up with two of the popular private sector banks, HDFC and
ICICI, to provide a host of their enquiry and transaction based mobile banking services
through its R-World environment.
Are you banking more on your mobile?
Imagine being stuck in a traffic jam, unable to reach your bank and get details of the last
three transactions. Actually, you needn't worry. You can now 'bank' on your mobile. Send
an SMS to your bank's customer service number and within a few seconds get the details.
All you need is a mobile phone and a PIN from your bank.
56
But there's more to mobile banking than making a query. You can go much beyond
that."Shop on your mobiles and pay through your bank account from it," says Jyotsna
Sekhri of customer services, ABN Amro. "Tell the merchant that you want to pay with
Mpower of ABM Amro
Could we see mobiles replace debit/credit cards then?
"Mobile banking, a symbiosis of technology and financial services, is the hottest area of
development in the banking sector and is expected to replace the debit/credit card system
in future," says Anurag Gupta, convener, Zero-Mass Consortium, a project supported by
HPCL and ICICI banks to deliver smart card retail service
"In the past two years, the number of people using mobiles has increased three times, as
compared to the use of debit/credit card holders. And, 85 per cent -90 per cent of mobile
users do not own credit cards,” say Gupta.
Banks like ABN Amro plan to capitalise on this gap to increase penetration. There are 47
million mobile users, with 2 million being added every month. Despite such potential for
convenience and business opportunity, few people use mobiles even for simple banking
queries.
But people have their reasons for not yet lapping up the opportunity. They find many
features complex to handle. That apart, there is the issue of sensitising customers. There
have been cases where help-desks at banks have not been able to offer much to willing
users.
"I feel banks have underplayed various features. I have never found a way to details. So, I
don't use such services on my own for the fear of making a mess of my account," says
Sutapa Majumdar, a social worker.
57
Agrees S Menon of Citibank India: "Mobiles have become ubiquitous, and using them
for banking is the logical step. But in order for banks to explore full potential, increasing
awareness is essential.
But there are bigger barriers. Interoperability, fraud and security are other major
concerns. To secure interoperability and enhanced usability, versatile chips are a must,
which can connect several banks and carriers simultaneously. Mobile banking might take
off in India if banks initially offer some services for free.
"Banks and service providers need to work closely to streamline customer interfacing
systems and enhance user experience," says Atul Bindal, CMO & director, Bharti Tele-
Ventures.
From users' perspective, technology is on its way to aid growth. Koreans, known to be
tech-savvy, use mobile banking in a big way. Some of them already avail of double-slot
mobiles that have two SIM cards a regular one and another that's a credit/debit card SIM.
About 3.3 million transactions were reported by Bank of Korea in 2004.
Mobile Banking - The world in the palm of your hand
Want to be able to conduct business or make payments in a world where there is no

physical infrastructure to do so? Ever needed to make an emergency payment but can’t
get to the bank before closing time
How To Use
Mobile Banking will enable you to carry out your Banking Transaction on your Mobile
Phone.
AirTel/ Essar
Configuring SMS (Short Messaging System)
58
Mobile Banking operates through Short Messages. So you will first need to activate this
function on your mobile phone. If you already activated the Mobile Messaging service,
you do not need to do this again. This is a one time activity & has to be done only while
activating this service. For more details contact your Cellular Service Provider.
How to Send a Transaction
Key in the key words for the transaction you want using your Mobile Phone and send it
to a number designated by Cellular Service Provider. Prefer using upper cases while
punching the message. With in a matter seconds, you will get the reply of your
transaction on your mobile phone screen as a text messages.
How to Read Replies
In a few seconds after sending message you will hear a beep on your mobile phone, it
means that the information you want has arrived. To read the information, go through the
menu & select the "Read Messages" option. The message will then appear on your
Mobile Phone screen.
Different types of Transactions
Transaction SMS/Keyword to
Brief Description
Type be sent
Will give you the available balance in the
default/operative accounts that are linked to your
Balance Inquiry BOPBAL
customer identification number up to a maximum of
five accounts.
Costs Will give you information on the last five
BOPTXN
Transactions debits/credits made to your account.
Payment of Bills of Companies you have registered
Bill Payment BOPPAY
for with the Bank.
Change Primary You have the option of changing your primary BOPNEW
Account account and carrying out your transaction on this new
59
account number.
Cheque Book A cheque book will be mailed to your address on
BOPCHQ
Request records with the bank.
This will give you the transaction codes for the
Help BOPHLP
various types of transactions
Mobile Banking
A Strategic Analysis of Opportunities in the Banking Sector
Mobile Banking is generally defined as carrying out bank transactions and other related
activities via mobile (hand-held) devices. The spectrum of offerable services is listed
below:
a) Account operation (bill payments, money transfers etc.)
b) Account administration (access administration, cheque book requests etc.)
c) Account information (balance inquiries, statements of account)
d) Financial information (interest- and exchange rates etc.)
The services are generally based on technologies offered by “Short Messaging Service”
(SMS), or by “Wireless Application Protocol” (WAP). Some banks, particularly many
in Japan, also offer services based on i-mode. Most of the services can be accessed via
several types of mobile (hand-held) devices including cellular phones and “Personal
Digital Assistants” (PDA). Additionally client-based applications - that work similar to
other Home Banking applications - are reported to be gaining popularity - particularly in
Germany. The client (usually a Java MIDlet) can be installed on the mobile device, e.g.
a mobile phone or a PDA.
If the information available on the web pages of respective banks is an indicator, then
Germany seems to be coming out rapidly of its till-now somewhat lukewarm response to
the opportunities offered by Mobile Banking. Many German banks that just a few
60
months ago seemed to be content with providing account and market information on
mobile hand-held devices, if at all, are entering into collaboration with network carriers
and software providers to offer client-based Mobile Banking applications, usually called
PDA Banking.
The term "PDA Banking" is however not really appropriate to describe client-based
applications as a PDA can also be employed for browser-based Mobile Banking, e.g.
WAP Banking.
If you are a busy person on-the-go, here is another great banking service to add greater
banking convenience to your banking needs – Hong Leong Mobile Banking.
With SMS service, on your Mobile Phone, you can perform simple banking transaction
fast and conveniently at your fingertips.
61
The rapidly changing technology has revolutionized many aspects of modern life.
Mobile commerce is witnessing phenomenal growth as new wireless technologies
offering improved bandwidth, rapid transmission and cost effective mobile devices hit the
market place. It is no longer the voice telephonic that appeals the consumer features like
SMS, mobile banking, mobile commerce, astrology, news, live cricket scores, internet
and email access through mobile telephones.
As competitions in the telecom arena intensify service providers took new

initiatives to attract customers. The most important consumer segments in the mobile
industry are the youth segments and the business class segments. Business are using
technology to provide their employee with more mobility because makes them more
productive. Internet service providers are on a price war and the manifold increase in
internet usage is a certainty that can work wonders for cellular operators.
It will eventually end the rat race in mobile telephony because the worst thing in a
rat race is even if you win it you are still a rat.
62
MARKETING MANAGEMENT: - PHILIP KOTLER

PRINCIPLE OF MANAGEMENT: - HAROLD KOONTZ
ECONOMIC TIMES
WWW.TELECOMWRITNG.COM
WWW.E-COMMERCETIMES.COM
WWW.C-COMMERCE.COM
WWW.M-COMMERCE.COM
WWW.BIZRATE.COM
WWW.COAI.COM
WWW.TRAI.COM
63

E Commerce To M Commerce

Cargado por

Información del documento

Descripción original:

Título original

Derechos de autor

Formatos disponibles

Compartir este documento

Compartir o incrustar documentos

Opciones para compartir

¿Le pareció útil este documento?

¿Este contenido es inapropiado?

Copyright:

Formatos disponibles

E Commerce To M Commerce

Cargado por

Copyright:

Formatos disponibles

====================================E-COMMERCE TO M-COMMERCE

Later, currency was introduced as standardized money to facilitate a wider exchange of

Electronic commerce or e-commerce consist primarily of the distributing, buying salving

Electronic business or e-business is any business process that is empowered by an

2. Providing reliability and security. Parallel servers, hardware redundancy, fail-safe

5. Engineering an electronic value chain in which one focuses on a “limited” number of

7. Setting up an organization of sufficient alertness and agility to respond quickly to any

4. Over-estimation of resources competence. Can staff, hardware, software, and process

8 Under estimation of time requirements. Setting up an e-commerce venture can take

PRODUCT MARKETING STRATEGIES IN E-COMMERCE

• What are we interested in?

Product marketing strategies involved in E-commerce

. Collecting the money

. Packaging the product

. Shipping the product

6. Compile a certain type of information and then package it as an e book.

. Selling our customer database

9. Sell unique or hard to find products on auction web sites.

10. Create an online community and sell memberships and advertising.

EBay Price line

Auction You name the price

Amazon ( books, etc) Ford, GM, DC Mfg. To

Internet domains C2C (consumer to consumer)

There is a considerable consumer-to-consumer communication on the web on a whole

Internet domains C2B (consumer to business)

Internet domains B2C (business to consumers)

Internet domains B2B (business to business)

Collaborative Commerce (C-Commerce) is the name given to commercial relationships

How Web Services Redefine Collaborative Commerce

• First stage of C-Commerce - web enabled c-commerce, a one dimensional,

• Second stage of C-Commerce - B2B exchanges in markets such as steel, auto

• Third stage of C-Commerce - will be built on Web Service as a core integration

What is Mobile Commerce (m-commerce)?

E-commerce will coming soon become Mobile Commerce (m-commerce) because

Why Mobile Commerce (m-commerce)?

Benefits of Mobile Commerce (m-commerce)

• Buyers can access products catalog on their mobile devices.

How Mobile Commerce (m-commerce) can help Companies?

Does the technology have any limitations?

Have any industries been affected by m-commerce?

What’s the technology used in m-commerce?

Mobile Commerce, or m-Commerce, is about the explosion of applications and services

WHY MOBILE SMS/TEXT MESSAGING?

Customer Usage and Market Growth

Mobile Messaging: How can your business benefit?

Where does enterprise messaging fit into your business

2. B2B Campaigns and list processing

Permission-based mobile marketing campaign of consumer goods, advertisement

Benefits: Mobile marketing provides unparallel advantage of effectively targeting

Customized mobile applications conforming to a business rule and addressing a specific

• Enterprise messaging involves complex integration with backend

• It a specific network is down, then the service suffers.

• Easy and quick integration with back-end application/databases

RETAIL MARKETING IN INDIA GOES CELLULAR

Pepsi Reaching Consumers

Location-based services is another marketing tool being explored by content providers

Airtel recently appointed Enpocket, a global mobile marketing solutions provider, to

THE BIG CHALLENGE THE BUSINESS USERS

Some businesses will be surprisingly innovative in using mobile solutions. Such

Forms and convergence

There is no dearth of portals dedicated to online games and contests. Interactive

Said Yahoo India's Country General Manager Neville Taraporevalla in a presentation,