Mobile Commerce is both an opportunity and a threat to carriers as many third parties seek to offer alternatives to network operator based offerings.  Competitors include established players such as PayPal as well as many start-up companies.  Incumbent operators face the threat of Google and other larger players that wish to dominate this large market opportunity. 

In addition, carriers are faced with decisions regarding various technologies, solutions and approaches.  There is also a need for  careful consideration with respect to the cross-over between mobile advertising/marketing and mobile commerce.  Carriers must therefore consider everything from Near Field Communications (NFC), 2D Bar Codes, Abbreviated Dialing Codes, Short Messaging and other customer interface approaches to mobile wallet, integration with financial institutions, debit versus credit, and more.

 

This research provides analysis of the major technologies, systems, solutions, applications and players.  It also analyzes the relationship between mobile advertising/marketing and mobile commerce and answers the question why carriers cannot have one strategy in isolation from another.  Carriers must have an integrated strategy to be successful as digital media, content, advertisements/marketing, applications, and commerce evolve to become increasingly mobilized.  This research provides critical analysis and recommendations for wireless services to assist them in infrastructure, application, OSS integration, and partnering decisions associated with mobile commerce.

• Mobile Network Operators
• Mobile Software Developers
• OSS/BSS Solution Providers
• Social Commerce Vendors
• Handset and Tablet Manufacturers
• Mobile Payment Service Providers
• Content and Applications Aggregators
• Mobile Marketing and Advertising Providers
• Telecommunications Infrastructure Providers

2.1.1 M-COMMERCE APPLICATIONS  11

2.2 M-COMMERCE VALUE CHAIN 18

2.2.1 THE MAIN PARTICIPANTS IN MOBILE COMMERCE 19

2.2.2 (MOBILE SERVICE PROVIDER) STRATEGY FOR USER APPLICATION  19

2.3 MOBILE COMMERCE SERVICE REVENUES VS CONVERGED SERVICES 20

3.1 USING LOCATION BASED SERVICES WITH MOBILE COMMERCE 21

3.2 LOCATION BASED SERVICE  25

3.3 THE ROLE OF TELECOMS IN LOCATION COMMERCE 27

3.3.1 LOCATION BASED SERVICE GAMING 31

3.3.2 LBS REGULATIONS  33

3.4 LOCATION COMMERCE 34

3.4.1 LOCATION SYSTEMS 36

3.4.2 MAP SYSTEM  39

3.4.3 CONCLUSION 40

3.5 THE FUTURE OF THE LBS 41

3.6 LOCATION COMMERCE CHALLENGES 41

3.6.1 USERS PRIVACY IN LOCATION COMMERCE  43

3.6.2 WHAT CAN BE DONE TO PROTECT USER PRIVACY IN LOCATION COMMERCE  46

3.6.3 USING LOCATION COMMERCE AS OFFLINE APPLICATION TO INCREASE PROFIT  47

3.6.4 LOCATION COMMERCE AND MOBILE BUSINESS APPLICATION 47

3.7 LOCATION COMMERCE + SOCIAL COMMERCE = COMMERCE SUCCESS 48

3.8 LOCATION COMMERCE APPLICATIONS AND ITS CHALLENGES  50

3.9 LOCATION COMMERCE MARKET VALUE 2012-2017  51

3.9.1 FACEBOOK AND LOCATION COMMERCE 55

3.9.2 NEW LOCATION COMMERCE APPLICATIONS AND VENDORS  56

3.10  MOBILE TV IN MOBILE COMMERCE 57

3.10.1 MOBILE TV ECOSYSTEM 57

3.10.2 THE OPERATORS ROLE 59

3.10.3 HANDSET MANUFACTURERS ROLE  60

3.10.4 SOFTWARE VENDORS ROLE 64

3.10.5 CHARGING IN MOBILE TV 64

3.10.6 SPECTRUM 66

3.10.7 CONCLUSION 67

3.11  MOBILE ADVERTISING STRATEGIES 67

3.12  MOBILE MESSAGING VENDORS GROW UP  74

3.13  MOBILE MESSAGING, MOBILE SEARCH CRITICAL ADVERTISING TOOL 75

3.14  LOCALIZED MOBILE ADS DRIVE KEY SALES IN SPECIFIC VERTICALS  78

3.14.1 MOBILE VIDEO AND APPS IS FASTEST GROWING CONTENT SECTOR 80

3.14.2 ADVERTISING SPENDING GROWTH FORECASTS 2012 TO 2020 81

3.14.3 EUROPEAN MOBILE MARKETING WILL GROW GRADUALLY  81

3.14.4 EUROPE MOBILE MARKETING EFFORTS MATURE SLOWLY 84

3.14.5 ASIA REMAINS MOBILE GLOBAL LEADER; U.S. LAGS 84

3.14.6 GROWTH OF MOBILE MARKETING SPENDING FACES CHALLENGES  85

3.15  MOBILE MARKETING VENDORS MAKE THEIR MARK 87

3.15.1 SUPPLIERS PROVIDE DIVERSE SET OF OFFERINGS  87

3.15.2 ADVERTISING NETWORKS VIE FOR LEADING BRAND CLIENTELE  88

3.15.3 GLOBAL MARKET SPENDING TO REACH $54B BY 2020 92

3.16  RECOMMENDATIONS FOR THE MOBILE MARKETER DURING AN ECONOMIC DOWNTURN 100

3.16.1 IMMEDIATE MEASUREMENT OF SUCCESS ATTRACTS ADVERTISERS 101

3.17  MOBILE VIDEO ADVERTISING TO ENHANCE MOBILE COMMERCE 103

3.17.1 CASE STUDY: MOBILE VIDEO ADVERTISING AND MOBILE COMMERCE  105

4.1 GOOGLE BUSINESS MODELS IN MOBILE COMMERCE 106

4.2 CLOUD COMPUTING AND THE TRANSFORMATION OF GOOGLE MOBILE APPS 107

4.2.1 GFS II 112

4.2.2 BIGTABLE 112

4.2.3 MAPREDUCE 113

4.2.4 MEMCACHE 113

4.2.5 APPENGINE  113

4.3 GOOGLE BUSINESS MODEL AND CLOUD STRATEGY 114

4.3.1 MARKET STRATEGY 114

4.4 GOOGLE APPS MARKETPLACE AND MOBILE APPLICATIONS 116

4.4.1 MOBILE COMMERCE IN GOOGLE CLOUDS 118

4.4.2 ECONOMICS OF THE CLOUD AND ITS BENEFITS FOR GOOGLE 118

4.4.3 SWOT ANALYSIS FOR GOOGLE CLOUD SERVICES 119

4.4.4 GOOGLE MOBILE CLOUDS POTENTIALS IN THE MOBILE COMMERCE INDUSTRY 121

4.5 NFC PAYMENT VS CLOUD-BASED PAYMENTS 124

4.6 MOBILE PAYMENTS IN THE CLOUD  124

4.6.1 MOBILE DEVICES IN THE CLOUD 124

4.6.2 CLOUD-BASED MOBILE PAYMENT 127

4.6.3 PAYPAL CLOUD BASED MOBILE PAYMENT 128

4.6.4 THE FUTURE OF THE MOBILE PAYMENT: NFC OR CLOUD-BASED PAYMENTS? 130

4.6.5 CONCLUSION 130

4.7 GOOGLE ANDROID IMPACT ON MOBILE COMMERCE 131

4.8 ANDROID APPLICATIONS ANALYSIS 136

4.8.1 SWOT ANALYSIS FOR THE ANDROID OS  137

4.9 MARKET OVERVIEW 138

4.9.1 MARKET FORECAST 139

4.9.2 MARKET SHARE 140

4.9.3 MARKET ANALYSIS 140

4.9.4 MARKET PREDICTIONS  142

4.9.5 BUSINESS OPPORTUNITIES 143

4.9.6 TRENDS IN MOBILE SOFTWARE DEVELOPMENT  144

4.9.7 MOBILE CLOUD SOFTWARE DEVELOPMENTS 145

4.9.8 APPLICATION BILLING 146

4.9.9 HANDSET BUSINESS TRENDS 147

4.10  ANDROID OS FUTURE 149

4.10.1 ANDROID HARDWARE DEVELOPMENTS 153

4.10.2 CONCLUSION 154

4.11  GOOGLE MOBILE COMMERCE APPLICATION WHICH IS ALTERNATIVE TO THE TELECOMS SERVICES 155

4.12  GOOGLE MAPS 155

4.12.1 GOOGLE LATITUDE 156

4.13  GOOGLE IN SOCIAL COMMERCE 157

4.13.1 MOBILE COMMERCE AND SOCIAL SELLING THROUGH GOOGLE APPLICATIONS 158

4.13.2 GOOGLE+ AND LOCATION SERVICES 159

4.13.3 FACEBOOK SOCIAL SELLING VS GOOGLE+ SOCIAL SELLING  159

4.13.4 SWOT ANALYSIS GOOGLE+ VS FACEBOOK IN MOBILE COMMERCE AND SOCIAL SELLING 162

4.14  THE FUTURE OF GOOGLE STRATEGY IN SOCIAL SELLING AND SOCIAL ADVERTISING 167

4.14.1 GOOGLE+ TO TAKE OVER FACEBOOK 167

6.1.1 THE END-USER PERSPECTIVE 172

6.1.2 THE NETWORK OPERATOR AND THIRD PARTY PROVIDER PERSPECTIVE 172

7.1 MOBILE BANKING  177

7.1.1 M-BANKING EVOLUTION 180

7.1.2 M-BANKING BENEFITS  181

7.1.3 E-MARKETING AND M-BANKING  181

7.1.4 M-BANKING CHALLENGES  182

7.1.5 MANAGEMENT CHALLENGE 182

7.1.6 INCREASED CUSTOMERS EXPECTATIONS 182

7.1.7 SECURITY PROBLEMS  183

7.1.8 TECHNOLOGICAL CHALLENGES  183

7.1.9 SOLUTIONS  184

7.1.10 NORDEA'S WAP SOLO MOBILE BANKING SERVICE 184

7.2 THE END OF THE CREDIT CARD ERA AND THE RISE OF THE WALLET  185

7.2.1 ISIS WALLET  185

7.2.2 GOOGLE WALLET AND ITS SWOT ANALYSIS 186

7.2.3 GOOGLE WALLET CHALLENGES AND HOW TO OVERCOME IT  188

7.2.4 PAYPAL AND GOOGLE WALLET  190

7.2.5 VISA WALLET AND ITS SWOT ANALYSIS  191

7.2.6 SERVE BY AMERICAN EXPRESS E-WALLET AND ITS SWOT ANALYSIS  195

7.2.7 GOOGLE WALLET VERSES ISIS WALLET 196

7.2.8 COMPARISON BETWEEN CURRENT WALLET SYSTEMS 197

7.2.9 ADVANTAGES OF THE M-PAYMENTS SYSTEMS 198

7.3 MOBILE PAYMENTS MARKET 2012-2017 198

7.3.1 CURRENT MARKET SEGMENT  200

7.3.2 M BANKING INTERACTIONS  201

7.3.3 MOBILE APPS FOR MULTIPLE PLATFORMS 202

7.3.4 HTML 5 202

7.3.5 CURRENT PLATFORMS 203

7.4 HYBRID STRATEGY  204

8.1 USING CLOUD COMPUTING 207

8.1.1 USING AMAZON CLOUD SERVICE WITH MOBILE COMMERCE 209

8.1.2 DEPLOYING THE CLOUD SERVICE WITH MOBILE COMMERCE  211

8.1.3 CLOUD FORMATION 215

8.1.4 SALES FORCE CLOUD GOES MOBILE 219

8.2 THE FUTURE OF THE MOBILE COMMERCE MARKETS WITH THE CLOUD 220

8.3 THE TRANSITION TO 4G AND LTE 221