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