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Viable Business Models for M-Commerce: The Key Components

Viable Business Models for M-Commerce: The Key Components
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Author(s): Jiaxiang Gan (University of Auckland, New Zealand) and Jairo A. Gutiérrez (Universidad Tecnológica de Bolívar, Colombia)
Copyright: 2011
Pages: 16
Source title: Handbook of Research on Mobility and Computing: Evolving Technologies and Ubiquitous Impacts
Source Author(s)/Editor(s): Maria Manuela Cruz-Cunha (Polytechnic Institute of Cavado and Ave, Portugal) and Fernando Moreira (Portucalense University, Portugal)
DOI: 10.4018/978-1-60960-042-6.ch052


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As mobile applications increase in popularity, the issue of how to build viable business models for the m-commerce industry is becoming a clear priority for both organizations and researchers. In order to address this issue, this chapter reports on five mini cases used as a guideline, and applies the theoretical business model from Chesbrough and Rosenbloom (2002) to each of them to find out the most important components of viable business models for their m-commerce applications. The study then uses cross cases analysis as a research tool to compare and contrast each of the mini cases and to find out how the different organizations fit within the researched theoretical business model. Finally, this chapter confirms that there are 7 important components of viable business models for m-commerce which are: value proposition, market segment, value chain, profit potential, value network, competitive strategy and firm capabilities. This study also highlights the fact that the public visibility of these 7 components is uneven. Some components such as value proposition, value chain, value network and firm’s capabilities are more likely to be presented in public by organizations. However, aspects such as cost structure and profit potential, market segment and competitive strategy are more likely to be hidden from the public due to their commercial sensitivity.

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