Compares and contrasts e-commerce and m-commerce strategies used by e-tailers

1. SUBMITTED BY :
ASARUDEEN M
BIM TRICHY

2. The term E-commerce is the process of buying and selling
goods, products and services over electronic systems such
as internet, telephone and e-mail. E-commerce is a big part
of e-businesses, where enterprises are completely
dependent on conducting business online or electronically
M-Commerce or mobile commerce is process of buying and
selling products and services through wireless handheld
devices such as cell phones or PDAs. Though M-
commerce is a new term, it has become an instant hit and
is also being called as the next generation e-commerce. M-
commerce lets users carry out financial transaction using
mobile phones and does not always require internet.
DEFINITION OF E-COMMERCE & M-COMMERCE

3. M COMMERCE– THE TREND MOVING FORWARD

6. MOST SOUGHT PRODUCT CATEGORIES -ONLINE

7. TRANSITION FROM E-COMMERCE TO M-COMMERCE
• Time cost: In case of m-commerce services are provided at the point of need but in case of a
traditional e-commerce, customers had to move from a work environment to a computing
environment.
• Convenience cost: Due to the fact that the different m-commerce platforms are integrated to the
work environment there is no transition required. Since mobile devices are easy to carry it offers
more ubiquity and convenience. Moreover text messages through mobiles are considered to be
powerful marketing medium compared to web marketing as it never requires any internet
connectivity.
• Customizable: Given that mobile devices are usually owned by individuals and not shared between
different users, m-commerce allows the services to be catered towards the users’ needs.
• Increase in number of devices: With the sales of iPads, tabs and phablets the potential mass market
for m-commerce is sky rocketing. With a shift in the medium of communication from PC’s to tablets
and smart phones there is a parallel transition from e-commerce to
m-commerce.

8. INCREASING TRAFFIC SHARE FROM MOBILE USERS (IN ONLINE RETAIL)

9. Limitations of M-Commerce over E-Commerce
• Attraction: Since the customers are not fixed to a single location while browsing for a particular
commodity they look for the nearest store and also for any special offer which prevail in the
nearest store. So it very important for the retail stores to clearly mention about the locations and
the prevalent offers while promoting their stores on the m-commerce platforms.
• Visibility: Since the visibility and scope of a mobile device is limited as compared to that of a PC,
the apps should also be different. Most of the times it is difficult for a customer to browse
through the entire catalogues using a mobile app, hence it should be compact, the focus should
be more on the important aspects of the catalogue and the impact should be more.
• Light pages: Compared to the e-commerce communication channels, the m-commerce channels
suffer from latency and low band width. Hence the page should be lighter so that it can be
opened and accessed even when the connections/signals are weak.
• Payment: The payment transactions and the exchange of sensitive data should be made more
secure. Online payments are a great deterrent in the successful path of online purchase
platforms. If it can be ingrained in the minds of customers that the transactions are safe and
secure there might be a significant increase in the number of customers using the online route
rather than the in-store purchase route.

12. 1. Financial technology start-ups have the potential to enable much more than just payments.
Fintech companies are building the foundation for the Indian mobile commerce ecosystem by enabling cashless,
on-the-go financial transactions. From cab rides to movie tickets to utility bills, almost anything can be paid via
simple mobile apps. However, mobile wallets in particular can add extra value by bridging payment with discovery
and procurement to offer more seamless mobile shopping experiences.
2. Aggregator apps are greatly outpacing apps for individual businesses.
In recent years, there has been a rise of “aggregator” apps that compile anything from offline retail brands to
restaurants to health service providers in one convenient app. For businesses, it is a tough call whether to develop
and market their own apps or rely on the well-established brands and strong user bases of existing services like
Zomato, MakeMyTrip, and BookMyShow.
3.The ecosystem is moving towards “hyperlocal mobile” commerce.
Over time, we expect the ecosystem to slowly shift to the upper left section of our map as companies look to go
“hyperlocal mobile”. This is driven by two main factors right now: 1) India has become a mobile-first country, and
2) a sizeable amount of commerce is still happening offline, especially outside of Tier I cities. If companies want to
tap into the country’s massive market opportunity, they will need to develop strategies that enhance the offline
world with the use of mobile, and vice versa. In some cases, such as Lenskart, this means opening up actual
physical “experience centres” that give customers the touch-and-feel experience and personal service of brick-and-
mortar stores to supplement their online and mobile shopping.
TRENDS IN INDIAN M-COMMERCE

13. Future of M-commerce
• According to a report released by Forrester Research in October 2015, mobile transactions will top $142
billion in 2016. The report also indicated that while one third of online retail traffic came from mobile, it still
only accounted for 11% of sales of e-commerce sales. While the report predicts that the numbers should
climb to 15% for phones and 33% for tablets by 2020, those numbers are still relatively low.
• Omni-channeling is all about following customers through every channel. And there's no better way to
ensure a purchase. Omni-channeling delivers a personalized experience for individual customers. In 2016,
companies will be investing more time developing omni-channeling strategies for m-commerce.
• With all its growing clout, m-commerce is the rising star of the ecommerce world.

14. Thank You!!!