M-Commerce: Next Technological Wave for the Marketers?
Synopsis
The case flyer has been used to analyze the implications of growing popularity of M-Commerce for Indian companies, both off-line as well as on-line companies. It orchestrates the interrelatedness between the upcoming M-Commerce companies and the existing Indian technology, mobile service operators, government policies, etc.
The base article1 indicates how some selected companies like Dominos Pizza India, Myntra, Flipkart, MakeMyTrip.com, SnapDeal, etc., in India using the M-Commerce platform. It indicates M-Commerce can prove to be a breakthrough in rural reach by the marketers. The case flyer assists in debating different models in M-Commerce and the scope of future potential for each one. This case flyer can be used in discussing the alternate distribution channels, both for brick and mortar companies and e-commerce companies.
Expected Learning Outcomes
- • Understand the concept of M-Commerce and discuss on its value proposition
- • Understand the growing importance of M-Commerce for Indian companies – both off-line as well as online and analyse the Critical Success Factors (CSFs) for the same
Positioning and Setting
This case flyer can be ideally positioned for:
- a) General Marketing Course – for discussing Brand Strategies – Digital Marketing
- b) Advertising Management Course – Integrated Marketing Management
- c) Strategic Marketing Course – GE Industry Attractiveness Matrix
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Suggested Orchestration
Before the Case Flyer Discussion in the Classroom
The students were asked to read the following two reports before they came in for the case flyer discussion:
a) Infosys Finacle Report: – To understand the CSFs and the challenges of M-Commerce in India.
b) The TNS Report3 – To understand the growing trend of mobile wallet usage globally
During the Case Flyer Discussion in the Classroom
The discussion on the case flyer was conducted under two broad related topics:
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The case flyer was discussed under the broadly related topics as follows:
I. M-Commerce: Co-creating Value
This section was used to highlight the importance of co-creating value in M-Commerce.
• The classroom discussion was initiated with understanding the important differences between a known concept and technology to them, the E-Commerce. After their initial discussion on how E-Commerce evolved as an industry in the last two decades, the topic of discussion was navigated towards the emerging concept of M-Commerce. It was explained that some of the developing countries have seen quite a remarkable progress in M-Commerce usage. The students raised queries about the value delivery architecture of M-Commerce, which was explained referring to [Exhibit (TN)-I(a)] . The basic business structure of M-Commerce was an integration of the below basic platforms, this was explained as the bank-led model.
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Exhibits
Exhibit (TN)-I(a): M-Commerce – Bank-Led Model
Exhibit (TN)-I(b): M-Commerce – Mobile Operator-Led Model
Exhibit (TN)-II: M-Wallet – Country-wise Usage of Mobile Phones
