INTRODUCTION

Technologically face of India is changing rapidly. Things have become faster and easier to

access. Everything is available on internet platform. Whatever we used to do on manual and

physical platform is just replaced with online platform and one of the most contributing

factors is M-commerce. All the activities related to commerce means sale and purchase of

goods and services which we used to do physically that we do by just a click at our own

respective places. Commerce is buying and selling of goods and services against money.

When we prefix word mobile with commerce and make it mobile commerce things remain

same of buying and selling but instead of manual transactions commercial activities are

performed on wireless internet based platform using PDA (Personal Digital Assistants).

Wireless Application Protocol is the key responsible factor of this revolution. It provides the

facility of mobility, personalization, ease and speedy functioning. Mobile commerce is the

next revolutionary way of conducting business after e-commerce, which is set to change the

scenario of businesses.

This term mobile commerce came into existence in the year 1997 when it was first

introduced by Kevin Duffey on the launch of Global mobile commerce forum which was

organized in United Kingdom when a motive to make the electronic commerce easily

accessible to users anytime, anywhere using wireless technology. Mobile commerce has

travelled a long way from the first service delivered in the year 1997 [mobile-phone backed

Coca Cola vending machines were installed at Helsinki area in Finland where the machines

provided the facility of accepting payment through SMS text messages] and the use of mobile

commerce is a perfect combination of the current trend of electronic commerce (e-

commerce) and the coming up developments in personal computing, which has

technologically advanced forward move from desktops to smartphones; living up a new era

of anytime, anywhere commerce via internet/wireless connectivity.

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 There are many types of business technologies available on the information

communications technology platform for the world market today such as cloud computing,

business intelligen2ce and others. Current development of social media networks, ecommerce

and most recently, mobile commerce is providing to be a strong contender against traditional

physical shops. Internet provides a virtual platform where sellers and buyers can come in

contact for sale and purchase of goods and services. They can be thousands of miles apart,

may belong to different parts of the world, might speak different languages, “E-commerce”

emerged as the boundary-less trade medium in the era of globalization. Both e-commerce and

mobile commerce have similarities in the term of the commercialization aspect (that is it an

electronic business transaction process) but differs in terms of mobility capability platform.

Mobile commerce is really, the extension of and the evolution of e-commerce. Thus, some

definition may define both e-commerce and mobile commerce; especially on its features.

Historical Development of M-commerce

Journey of M-commerce:

Its journey started from 1971 with cannabis sales for students at Stanford Artificial

Intelligence Laboratory at Massachusetts Institute of Technology. In 1979 first online

shopping system was demonstrated by Michel Aldrich. In 1981 business to business online

shopping system began. Around 1990 first web browser WorldWideWeb using NeXt

computer was introduced by Tim Berners Lee. In 1994 Mozilla one of the most famous

navigator browsers was released. A new chapter added in the success book of M-commerce

when Jeff Bezos launched Amazon.com.

In 1999 biggest giant E-commerce giant Alibaba group established in China. On

parallel track many new E-companies unfolded. In 2004 China’s first Business to Business

transaction company Dhgate.com was established. In 2011 Amazon.com was acquired by

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Quidsi.com. In 2014 Bitcoin sales took place by Overstock.com by this time India’s E-

commerce companies grew for more than 30%. As far as present time concerned almost

companies whether goods or service related have their dedicated Apps alongwith websites to

cater and capture all categories of customers irrespective of place and time. M-commerce

adds mobility and convenience to the Internet and creates a whole new set of opportunities.

The probability of mobile devices offers new business applications outside the scope of fixed,

desktop-based Internet offerings. Nevertheless, as m-commerce is still in its infancy, mobile

applications are still not widely implemented or adopted by m33obile users. This study is set

out to investigate and explore consumers’ perception of various mobile applications and

study various success factors for effectiveness of M-commerce in India.

Our goals are to understand how to better design and target appropriate applications

for mobile users. Before going further into mobile commerce, it is better to understand what

mobile commerce really is in terms of definition and its features. There are various

definitions of mobile commerce. A simple definition would be the conduct of business with

the support of wireless technology. More detailed definition is stated in the research paper on

mobile commerce is literally mean using handheld wireless devices to communicate, interact

and transact via high-speed connection to the Internet(Consumer Affairs Victoria Department

of Jusice,2002). Both definitions indicates that mobile commerce is about the conduct of

doing business (communicates, interact and transact)via a mobile wireless device. The

definition above detailed out the mobile type transactions available, that is SMS or MMS.

However, technology has evolved in leaps and bounds since then and mobile

commerce transactions are not just limited to SMS and MMS but also via other interactive

applications such as mobile games; mobile banking operations such as paying bills and

transferring of funds; and booking of flights, hotels or movie tickets. Wireless technology

nowadays has received much attention from entrepreneurs, investors, business experts and

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scholars. It provides new avenues for business. As far as wireless Internet and its commercial

usage concerned, m-commerce, provides opportunities as well as challenges for business

sectors. Many researchers believe that wireless technology and m-commerce have the power

to change the global economic environment to a large extent. M-commerce is a subset of e-

commerce. Without any doubt there are similarities between e-commerce and m-commerce

from being able to purchase a product of service using a virtual environment, m-commerce is

perceived as a unique business opportunity with its own unmatchable characteristics and

functions, but not just an extension of Internet-based e-commerce.

In addition, current mobile devices are no longer restricted to only telephonic

services. There are also mobile devices that are able to connect using only on wireless

internet services such as ipad or tablet PCs such as HTC sense (Gered 2011). As defined by

Grosche & Knospe (2007), mobile commerce is an activity using mobile device for business

transactions performed over a mobile telecommunication network, possibly involving the

transfer of monitory value. Tiwari et al.(2008) argued that mobile commerce definitions that

emphasis on monetary value are inappropriate because its neglects the commercial nature of

marketing measures and after sales service. They also argued that the definition also lacks the

physical outcome of a product as wireless technology in the definition solely focused on

electronic transaction.

The argument continued by stipulating that some electronic business transactions

does not incur any costs; a clear example would be the free downloadable applications such

as certain downloading free games or e-books. Another example would be the free

downloadable applications from the smart phones such as Samsung Galaxy tablet or the HTC

smart phones. This is the part of marketing strategy to attract more people to buy and use the

devises where hundreds of applications are made available to be used at will. Thus by

combining of all the important aspects of mobile commerce definition, without any doubt M-

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commerce has increased the life of hard money currency in India. As most of the mobile

internet users do not carry much cash, either they make payment and do shopping using E-

wallets. The chances of money getting torn and conversion to bad currency reduced to much

extent.

There are different boosting factors that encourage businesses to make advances

towards the M-commerce market. Firstly, m-commerce holds a promising future due to the

penetration of smartphone mobile market. Wide spread and affordable availability of devices

can be utilized by suppliers to directly communicate to existing and potential customers.

Further, the push demand from vendors, attractive offers and content, low cost and reasonable

prices of the mobile services are also encouraging substantial market growth. Apart from the

first one Second most important reason are some technology related factors, such as

improvement of bandwidth, development of wireless internet and software, emergence of

new technologies and so on, contribute a great deal to the development of m-commerce

market. In addition, there are some social tendencies, including accelerating handset culture

and increasing propensity to transact online which can be called driving force for prosperity

of m-commerce.

1.2 Mobile Device

M-commerce is not just about using mobile phones as end user devices. The

following list gives an overview of different kinds of mobile devices as Mobile phones,

Personal Digital Assistants (PDA), Laptops, Smart phones (E.g. Iphone - Apple, Samsung,

MI, Vivo, Micromax, Oppo etc.), Tablet PC’s (Apple I Pad, Samsung Galaxy Tab etc.)

All above mentioned mobile devices has certain characteristics that influence its

usability, such as- Available emerging trends on new technologies allow for the difference

between mobile devices and a personal computer (PC) almost negligent. Both mobile and PC

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capabilities are becoming similar. It is clearly revealed by the intensive innovation of smart

phones and tablets. For example Samsung Galaxy SII and iphone 4S are fabricated with dual

core processing chip which are available in any PC or laptops nowadays. The main difference

between both mobile device and PC is that user interaction with a desktop PC is done by

using the mouse and the keyboard where both of which are non-existence on a mobile device.

Mobile devices can be in the form of pagers, cell phones, palmtops, pocket PCs and PDAs (

Personal Digital Assistants). The devices identified can all support Wireless Application

Protocol (WAP) technology but with the drawback of limited bandwidth capability which

make high graphical contents of certain applications rendered unsuitable. However, mobile

devices have since improved for the past five or six years. The smart phones and tablets are

now equipped with high processing speed that is equal to a desktop PC, with larger screen

plus high definition quality enabling a lofty graphic content to be uploaded and play within

minutes.

There are some new devices(tablet or ipad) that do not have the capability of

telephony function but which main function to access the internet wirelessly from anywhere

and anytime the users wanted. This is done either by smartcard or through mobile

communications networks (sim card), or by a wireless local area network(WLAN) access

point. This class of devices currently has no common name, apart from the generic term

“mobile device”. Mobile technology in itself is quite a broad category to elaborate that

includes all kinds of devices, different protocols and infrastructures that allows one to

communicate, interact and exchange data with an individual or into a system anywhere and

anytime without any time and geographical constraint. For any handheld mobile technology,

the major characteristics and requirements are mobility and reachability.

Mobility here means that users can carry cell phones or other mobile handheld

devices to transact and operate from anywhere in mobile network area. Due to easy

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accessibility of the wireless devices it became possible for people to remain contacted

anytime and anywhere and facilitate users with the choice to define their reachability to

particular persons or on particular times. It can be estimated that within several more years

the mobile device will be a strong contender in making the desktop PCs outdated. The

numbers of users increases every year due to the availability of increases capacity of the

mobile device. This also indicated that there is a golden opportunity for mobile commerce to

be cherished.

1.3 M-commerce

M-commerce means exchange of goods and services over the internet by the use of

mobile phones or Mobile commerce is wireless electric commerce used for conducting

commerce related activities of business using a wireless hand held devices like cellular phone

or tablet. Nowadays it is defined as next generation M-commerce, which enables users to

make access to the internet without requirement of a place to plug in. The main technology

makes the dream of M-commerce a reality is wireless application protocol (WAP). Mobile is

becoming quite dominant reason for accessing communications mainly because using mobile

network is not only cost-efficient but also mobile provides greater flexibility and convenience

to its subscribers in comparison to landline telephones. Over the last few decades, mobile

applications have been evolving in India, with a wide variety now in use. Applications have

been developed for existing mobile platforms including smart-phones, laptop PCs, PDAs,

tablets and specialty pagers. The explosive growth of penetration and usage of mobile devices

is frequently noted in research studies (Barnes and Scornavacca, 2004; Dholakia et al, 2004;

Massoud and Gupta, 2003).

In 2011, twenty one million smart-phones were sold in India. This went to grow to

thirty two million in 2012, and it will eventually reach hundred million smart-phones by 2015

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(TRAI,2012). Mobile commerce is adding significant value to the businesses in India. Key

driving factors of M-commerce include widespread adoption of mobile phones and smart-

phones and rising affluent middle class consumers. It has led to new opportunities for the

businesses to grow and for the M-consumers to obtain benefits in terms of convenience,

freedom and speed of work. Inclusive growth means ensuring that India’s economic

development lifts all boats; which is a critical national priority. One key focus has been on

the role of Indian companies in enabling inclusive growth. Mobile commerce can be used to

tackle the issues of productivity and sustainability.

There are new trends reshaping the world. Mobile commerce is sometimes described

as a wireless extension of wired electronic commerce which is easily accessible anytime from

anywhere. Products and services like M-shopping, M-ticketing, Mobile money transfer,

Mobile banking, Mobile ATM, Location based services etc; are the factors which are making

M-commerce so popular day by day. Mobile commerce is the way of doing business in a

flexible way, by making the transaction anytime from anywhere. M-commerce depends on

the availability of mobile connectivity. We have become used to making mobile phone calls

anywhere, at any time in the same way consumers are able to shop using a hand held device,

PDA, mobile and Tablet ,wearable computer or smart wireless devices. M-commerce offers

multiple advantages like ubiquity, personalization, flexibility, and distribution, instant

connectivity, immediacy. There are many ways in which consumers of India can be benefited

from advancement of mobile commerce.

Mobile commerce provides instant and easy connectivity between mobile users

irrespective of their varied geographical locations. Mobility implies portability like users can

carry mobile everywhere with them and do anything, anywhere in real time using mobile

devices and broad reach refers that M-commerce has no geographical constraint by sitting at

any corner of the country users can place order online and the ordered stuff is delivered to the

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users place safely on time. Applications of Mobile commerce provide flexibility, convenience

and ease of use. M-commerce provides services like mobile entertainment, travel ticketing,

booking , games, product locating, searching, wireless reengineering , mobile financial

applications, healthcare services, shopping almost everything online using Apps etc.

M-Commerce value chain includes content creation content packaging. Market

making mobile transport, Mobile service and Mobile interface and application. Those are

used by the users to practice M-Commerce. It is carried out using mobile phone devices. M-

Commerce applications have 2 major characteristics: broad reach and mobility. Mobility

implies portability. For example users can conduct their businesses in real time via mobile

devices. And by broad reach it means that the reach of M-Commerce is more than E-

Commerce as for the use M-Commerce. Mobile devices are needed which are already widely

spreading all over the world. Such is the extent of adoption of mobile phones that researcher

have forecasted that by 2017 the number of mobiles on earth would exceed the population on

earth. Review of literature this article deals with the overall review of related literature

available on the present topic. It highlights on the review of research papers. Review of book

and other related published and unpublished materials.

1. Patrice bar wise (2001) report reveals that approx 99% of E-Commerce today is taking

place using PCs either desktops or laptops.

2. Young jun choil , chung suk sub (2005) reported that the development or the internet in the

20th century led to the birth of an electronic market place or it is called E-marketplace.

3. Varshney and Vetter proposed a four-level integrated framework for M-Commerce: M-

Commerce applications, Wireless user infrastructures, Mobile middleware, and wireless

network infrastructure. M-Commerce applications require the support of technology from the

foundation of wireless user infrastructure mobile middleware, and wireless network

infrastructure

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4. In this study researchers refereed many articles, and focuses on B2C among SMEs due to:

1) B2C are much simpler to be implemented than B2B transitions for SMEs in Asia 2) B2C

in Asia has becoming more important in today’s businesses: 3) less complicated technology

is required in implementing B2C among SMEs.

5. Dhavan Nidhi (2011) reported that there are many views and challenges before E-

Commerce in all over the world.

As far as mobile retailing is concerned presently in India, retailers are using the

power of handheld mobile phones to the best possible ways to reach out to the probable

consumers. Mobile is one of the potential sources for offering discount coupons and special

offers promoting a product. Introduction of smart phones have opened up unexpected

possibilities for businesses to grow. The section covers topics on mobile retailing. On roads it

has become a casual phenomenon to witness delivery bikes of Uber Bite, Zomato, Swiggy,

Deminos etc. these days, instead people to come to food counters, desirable food is being

made available to their doors only that too with very reasonable price on time. This is the

result of different Mobile Apps, now mobile apps have changed the equation of customer-

brands relationship, Mobile apps have made the lives of people from all ways and all walks

of lives easier and convenient to remarkable extent. These apps are highly appealing for

retailers and consumers alike as they are easy to use, highly convenient and suitable for

current lifestyle. This has undauntedly and slowly but surely brought change, the way we

shop and made a huge change in the expectations of a consumer from a brand.

Here mentioned below is how mobile apps have changed the way consumer’s

engage with a brand:

1. Interaction takes place when a user thinks of a brand

With mobile apps, interacting with brands is simpler than ever before. All it takes is

a finger tap on our phone. Previously brand interaction used to begin only when a consumer

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visited a store or a mall. With mobile applications the time lead time between wanting a

brand to experiencing it has reduced considerably.

The main advantage is that spontaneous purchases have become much faster and

more in number as compared to the offline model. On the contrary, the side is that brand

managers have to be continuously on their toes due to this.

2. Reduced time frame for taking decision

With the help of mobile apps, the time taken by a consumer to decide whether he

wants to buy a particular branded product is reduced considerably. All the details required to

take decision are pretty much there on the mobile application, that’s why it helps consumers

to make the judgments regarding the product purchase.

3. Fewer visits to brick and mortar stores now

The same type of brands, which earlier used to take hours in searching, then trying

and deciding can now be accessed easily on a mobile phone and delivered directly to a

consumer’s doorstep once ordered. In case if they do not like what they see, the product can

easily be replaced.

4. Trying new products and services

Consumers are now willing to try new and unheard brands without seeing them or

examining them in a store without fear. With a lot of start-ups coming up, some retailers and

brands being mobile first or available only online mostly, there are a lot of brands which are

of good quality, reasonably priced and not available elsewhere for example MI mobiles.

Travelers today are willing to try out new hotels and restaurants if it they are registered on

reputed sites like Zomato, Tripadvisor, Expedia, Oyo, Trivago, Makemytrip, Yatra etc.

5. Ongoing desirable engagement

With all possible customer data at their disposal, mobile apps are in a better position

to tap into customers by offering them just what they are looking by sorting list as per

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requirement. It also provides an opportunity to engage with customers on a regular basis and

build a never lasting long term relationship with them.

1.4 Role of Paytm in boosting up M-commerce

Paytm was emerged in August 2010 with an initial capital of $2 million. It started as

a prepaid mobile and DTH recharge platform, and later came up with data card, postpaid

mobile and landline bill payments in 2013. By January 2014, the company launched the

Paytm Wallet service. Two big giants Indian Railways and Uber added it as a payment

option. Initially Paytm was launched into mobile commerce sector with online deals and bus

ticketing. In 2015, it came up with services like education fees, metro recharges, and

electricity, gas, and water bill payments. It also associated with powering the payment

gateway for Indian Railways.

By the end of year 2016, Paytm added up services like movies, events and

amusement parks ticketing as well as flight ticket bookings. Later in the line, Paytm launched

rail bookings and gift cards services. Paytm registered user base accelerated from 11.8 million

in August 2014 to 104 million in August 2015. Paytm’s travel business crossed $500 million

in annualised GMV run rate, while booking 2 million tickets per month.

The establishment of Paytm by the parent company One97 Communications has

been the result of diversification for a while — doing experiment with retail ecommerce and

movie and travel ticket bookings. In 2015, one outstanding move was to start a payments

bank, which was officially launched in May 2017. Few weeks ago, Paytm launched a chat on

its Paytm app with an option of making payments through it. This came hardly days after

WhatsApp introduced carrying a similar feature coincidentally.

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1.5 Mobile Commerce Framework

Numbers of people in India are using m-commerce with phenomenal growth

exponentially. As m-commerce provides mobility feature to busy professionals, more and

more people are inclining to access internet through their mobile phones. The mobile network

operators have initiated providing value added services that support the new concepts of

anytime and anywhere access. On the contrary, a new mobile business model has emerged,

which is more over based on shared revenue distribution through sales in respective channels.

For instance, in mobile retail sector, a diversified range of mobile applications are developed

to enable the multi channel retailer to perform the key functions, like mobile promotion,

mobile payment, product information display, order management, catalogue management,

create and display the shopping list, loyalty related programmes and other value added

services. Similarly as far as travel industry, location based tourism, mobile ticketing service,

navigational guidance and local weather and traffic information delivery services result in

new revenue generating opportunities. With an intention to integrate different mobile

services, application and technologies in a well- coordinated manner and controlled

architecture, a mobile commerce framework requires to be developed. The mobile commerce

framework consists of the four major basic building blocks as follows:

Content Management

This component is related to deals with the creation, distribution and management of

diverse range of media contained digital contents that can possibly be browsed through the

small screens of the mobile devices. The digital contents are used in conducting various

business transactions such as buying and selling of goods and services, making online

payments, product promos and providing online customer support. One significant part of

content management is the ability to track different content providers, maintain and manage

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the relationship among them all. The security and authenticity of the contents needs to be

guaranteed and the access control mechanism must be exercised to prevent unwanted users

from misusing the document. The heads of content distribution, rights management and

clearing financial settlements, all come under the overview of content management module.

Technological Infrastructure

This particular component deals with the distribution of contents and transaction

details over wireless communication network to customer locations or to other business

installations. The wireless network infrastructure enables the base of mobile commerce

framework as it fulfills the basic requirements of data transmission between various business

partners while performing any business transaction. The technology infrastructure consists of

wireless communication technology, Wireless Application Protocol (WAP) and mobile

security technology. These technologies require supporting digital content distribution,

mobile application development and distribution and also enable a secure technological

platform for mobile billing and prepaid services through the use of mobile Virtual Private

Networks (VPN).

Application Development

The application development component of mobile commerce framework provides

the diverse range of mobile commerce applications. Its main objective is to provide the

product information to the end users, and also to make them enable on performing the mobile

business transaction. There are four major categories involved of mobile applications namely

the information applications, communication applications, entertainment applications and

commerce applications. Several mobile applications like mobile ticketing, mobile banking,

mobile advertising, mobile office applications, etc. fall under these prominent categories.

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These applications support key business functions up to much extent. With the rapid

development and change in various emerging mobile technologies, the application

development is witnessing an evolution stage. In order to meet the requirements of today’s

rapidly emerging markets, the mobile applications need to be developed in an innovative way

so that it permits the service provider to quickly cater the growing demands of the market and

also at the same time offer more profitability and greater cost reduction in every manner.

Business Service Infrastructure

The business service infrastructure can be considered as the backbone to the mobile

commerce framework. It provides support to the back office functionalities, such as payment

services, location and search facilities and security arrangements of the mobile commerce

systems as a whole. Mostly these services are managed and delivered by some outside

vendors. They used to maintain the required infrastructure for supporting secured financial

nature transactions in mobile commerce environment and also provide back-end support for

searching and other types of facilities.

Above mentioned components are the base and pillars of mobile commerce

framework. All the mobile commerce activities revolve around them. Whenever a mobile

user tries to download MP3 music or any latest movie, or try to send SMS to bank online

payment, book online tickets, play games, does online shopping indulge in either or all four

of the above components of mobile commerce framework. In order to keep pace with the

changing nature of modern day lifestyle, people are demanding more portability and easy

accessibility in business applications. A properly integrated and well-coordinated mobile

commerce framework needs to be developed in order to provide easy-to use and secure

mobile services to end customers.

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1.6 Protocols and Technologies in Use

No new special network standard is needed to carry out M-payment transactions. M-

payment are therefore carried out through existing networks, which could be cellular

networks(GSM/2,5G/3G/4G), wireless LAN(IEEE 802.11 protocol), Bluethooth and Infrared

(irDa). The most important technologies for M-payment connectivity are: SIM Application

Toolkit (SAT), WAP/WTLS/WIM, Voice and Manufacturer specific applications. SAT is a

technology that allows configuring and programming the SIM card. The SIM card contains

simple application logic that is able to exchange data with the SMSC, to carry out M-payment

transactions.

The specific mobile operators provide the application logic and are responsible of

providing the SIM card. Phones equipped with a WAP browser are able to exchange data

with a web server. Data is transmitted via wireless application protocol and the networks are

GSM, 2.5G or 3G. WTLS is a layer in the WAP stack and is the wireless edition of the SSL

3.0 in a reduced scale. WTLS can provide secure connections for transferring confidential

data. WIM is a module for storing data in the mobile device and is usually used in relation to

WAP transactions. WIM is used with WTLS transaction to protect permanent, typically

certified, private keys. The WIM stores these keys and performs operation using these keys.

The end user can via a normal phone call state his credit card number to the merchant that

transfers the funds via interface provided by a PSP. A voice response system at the payment

service provider can also call the end user and guide him through a payment procedure. Voice

recognition can also be used as an authentication tool for payment settlement. The mobile

phone manufacturers can also opt to install a native application, which in interaction with one

of the above technologies enables M-payment opportunities.

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1.7 Status of Smart Phone use in India

AS far as status of smart phones use in India is concerned current smartphone base

in India has become the second largest market in world by replacing United Sates of

America.

Figure 1.1 Status of smart phones use in India

Source: Statista 2018 (Self Developed)

It is basically driven by the increase in demand in urban and rural areas of India;

mobile internet has been rapidly increasing. The growth prospects of the m-commerce

industry looks shining and highly promising considering unmatchable growth in

infrastructural touch points i.e. smartphones and internet penetration. However, the

challenges in terms of slow and inconsistent internet connectivity and cyber security need to

be addressed.

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 Figure 1.2 Smart phone uses

Source: Statista 2018

(Self Developed)

This statistic reveals the fact that the number of smartphone users in India from 2015

to 2022. For 2017, the number of smartphone users in India is estimated to reach 299.24

million, with the number of smartphone users worldwide forecast to exceed 2.3 billion users

by that time.

The number of smartphone users worldwide is projected to amount to nearly 2.7

billion by 2019. It is expected that, by 2017, almost a third of the total global population will

use a smartphone. Due to China’s rapid growth, the country has become a distant leader in

the smartphone market, leaving the U.S., which previously held the top position, far behind.

Smartphone users in China already accounted for 38 percent of the country’s population in

2015. By 2019, almost half of the population in China is projected to use a smartphone.

These figures are impressive, considering China is the most populous country in the world.

For 2019, the number of smartphone users in China is estimated to amount to nearly 675

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million. India, the second most populous country in the world, is projected to pass the United

States in number of smartphone users in 2017. Around 223 million people in the U.S. will use

a smartphone by 2017, compared to 340 million in India. Despite this increase in volume, the

U.S. still has a higher smartphone penetration rate than India. The smartphone penetration

rate in India is forecast to reach more than 28 percent by 2018, a penetration rate that the U.S.

already reached in 2011. By 2017, the smartphone penetration rate in the U.S. is expected to

total 68.4 percent. Samsung is the leading smartphone vendor in India followed by Xiaomi

and Vivo.

Internet Penetration Mobile penetration

462 371

Figure 1.3 Internet penetration in India

(Self Developed)

Source: CII Report on M-commerce the next generation commerce, 01 Dec 2016

Government of India has proactively initiated programmes towards inclusion

Jan Dhan Implementation Other initiatives

Digital India
1) Startup India
Yojna of GST
2) Skill India
3) Innovation Fund

Unified Payment Payment Banks Mobile Wallets

Interface

Figure 1.4 Govt. Of India initiatives

(Self Developed)

Source: CII Report on M-commerce the next generation commerce, 01 Dec 2016

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Reserve Bank of India has been working towards providing efficient electronic Payment

Systems. Government of India has proactively initiated programmes towards financial

inclusion. Reserve Bank of India has been working towards providing an efficient electronic

payment system, as cash handling and cyber security is a matter of great concern.

Government is taking initiative with technological advancement in securing electronic

payment gateways will act as a key catalyst in order to transform towards a more secure, to

make cashless and on-the-go mobile commerce. The recent demonetisation step could

provide the required fillip to the boost industry. It has all the required potential to take the

industry to the next level of growth. Innovative business disruptions along with ease of use

technology would act was an enabler in transforming traditional businesses to M-commerce.

The transition from traditional commerce to e-commerce and now next to m-commerce has

been driven by the retail sector followed by travel transport and logistics segment. The

emergence of of FinTech, FoodTech, HealthTech, entertainment sector and on demand

services for example Uber eats, Zomato, Swiggy will fully explore the potential of m-

commerce business capabilities.

M-commerce businesses may require making initial investments to develop lighter

applications/mobile websites that load up quickly on the current telecom networks – 2G and

3G. Although online banking and even mobile banking have been around existed for a long

time, mobile wallets which hold your money digitally and now next step ahead App like I

mobile of ICICI bank and apps of other banks have made it far more easier for consumers

and have played their part as enablers to m-commerce growth. Although PE/VCs have shown

steady interest in online businesses due to the underlying key economic indicators. However,

potential deductions in investments, especially in digital commerce and high valuation

expectations have limited the fund raising activity in 2016.

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 Sh
hoppingg Preferrence

Desk
ktop
Mobile Appss
M 39%
42%

Website
W
19%

Figuree 1.6 shopp

ping preference

S
Source: Cou
uponRani Survey
S Jan
n-Feb 2016

(Self Dev
veloped)

1.8 Features of Mobile Commerc

C e

M-commeerce can bee characteriized by som

me special features thhat generatee certain

advantaage which is rapidly making

m it popular ov
ver conventtional and ttraditional form of

commerrcial transacctions or as compare too E-commerrce.

Mobilitty:

M-commeerce enablees users maaking onlin

ne transaction with thheir mobile phones

which are
a very haandy, so thhey can eassily shop, play,
p downlload, and m
make paymeent read

online anytime
a andd anywhere..

Ubiquity:

Ubiquity is the usagge of onlinee services and

a carryingg of online transaction
ns is not

affectedd by the useer’s geograpphical locattion. This en

nables a useer to even ccompare reaal prices

with thee online whhile shopping standing in

i market.

21
Wide reach:

Wide reach is also one of main reasons of remarkable boost of M-commerce in

India. The penetration of M-commerce in Indian ecosystem is much more than the services

like Radio, Television and Computer. People of every levels and categories are using mobile

phones and availing mobiles services nowadays. Mobile phones and internet provides instant

connectivity to the user with very high speed as compared to other traditional commerce.

Instant Connectivity:

The introduction of GPRS (General packet radio service) mobile devices offer

consistent connectivity and services, it help people to remain always connected with others.

This feature provides consistent connectivity and services, it help people to remain always

connected with others. This feature brings convenience and ease to the consumers.

Immediacy:

It denotes the quick response time. This feature is very significant for some services

that need time critical and a quick reaction.

Localization:

The latest geographical positioning technologies, such as GPS (Global Positioning

System), it allows companies to offer services and goods to the user based on the current

location of the customer. So, the localization feature of M-commerce fulfills the consumer’s

requirement and localizes the contents and services.

Personalization:

Mobile technology provides the benefits to send and receive personalized messages

to different people and various groups. Mobile database have become a primary and basic

requirement for providing personalized services and compiling personalized information.

22
Easy access to Smartphone:

The Smartphone industry has developed manifolds which are making massive

production of Smart phones at low prices possible. So smart phones are no way expensive

and common nowadays easily afford it. With the advanced technology and cut throat

competition amongst the mobile companies customer are receiving best quality, highly

featured smart phone on at a very reasonable and affordable price. Mobile companies are

doing all the way their best to increase and capture their market share by providing best

products and services at good prices.

Low rate of mobile internet services:

The mobile internet packs and data plan are now available at cheap rates unlike the

past times when it was so expensive that only wealthy people could afford them, 4G, 3G and

2G services are available at cheap rates now which are within the reach of common and

middle class people; this is also one of the major factor for the growth of M-commerce in

India. Major network providers and players like Vodafone, Airtel and Idea come up with new

schemes of mobile internet to attract consumers. As Jio, Idea and Airtel are offering very

attractive and temping 4G internet plans for the consumers at very low rates.

Ease of Use:

Wireless and handheld devices like mobile give the freedom to do the things like

booking tickets, shopping, and making hotel reservations, playing games, paying bills

downloading videos and files etc., anytime and anywhere. In India more than 65%

population is young and new generation wants fast action and processing, features of M-

commerce enable them to easily perform all the required tasks with ease.

Investigative:

No modern commerce tool can be called complete without the ability to analyze and

investigate various forms of data. A good m-commerce platform will allow us to run

23
reporting, analyze and interpret metrics on customer, order, and product data (among other

things). Customer-centric experiences are made up on the ability to collect these data sets.

The capacity to design a buyer journey and behavior is heavily lies upon the

information we collect. Big data companies like Google, Amazon are now offering extensive

data on mobile and in-app usage that we can also harness on our mobile commerce quest.

There are many mobile commerce features to consider nowadays, and recognizing what is

necessary for our particular business is the key and base to implementing an effective

solution. Mobile commerce features run the range of options, but it is important to look for a

solution that involves customization, a great user experience, ease of use, integration, and

reporting capabilities.

Integration:

The manufacturing and distribution industries depend on fast order fulfillment. One

of the mobile commerce features vendor should be able to provide is the ability to integrate

with ERP, MIS or other back office systems. However, if sales teams are in the field using

mobile devices to place orders, and customers are also placing orders on the web from their

respective computers, it’s important that all of these channels to be integrated onto one

platform where one can gain complete visibility into order activity and defined schedule.

Usability & Mobile First Design:

Mobile commerce solutions should be specifically designed for smaller types of

devices. In other words, they should be native and easy to use mobile applications, as

opposite to a web experience that has been shrunk down and “optimized” for a small mobile

device. A native mobile app will provide comparatively a much better user experience. A

native mobile app should also allow the customers to access the ordering interface when they

are offline mode and then instantly sync that order to back office systems for processing

24
when connected again. It should also provide suppliers with new options to market to and

keep in touch with prospective customers through push notifications and in-app messaging.

1.9 M-Commerce Applications

The major benefit of Mobile Commerce is that it offers instant connectivity to

mobile users irrespective of they are travelling to remote geographical areas and want to

communicate in the busy hours of the day to anywhere. Using digital cellular technology and

wireless broadband internet access, the mobile user can easily browse through websites on

the screens of their smart phone mobile devices and perform business transactions anytime

and from anywhere.

FINANCIAL SECTOR

Mobile commerce offers instant connectivity to the financial institutes through the

mobile devices, and thus, allows mobile customers to perform number of useful financial

transactions on the move. Mobile banking, Mobile payments, Mobile stock trading, Mobile

auctions, Mobile gaming and Mobile gambling have become part of daily routine of

innumerable mobile users. People find mobile devices a convenient tool for performing

financial operations from remote areas around –the-clock. Almost all major banking

institutions have started mobile banking operations, whereby users can perform various

banking transactions, such as account transfers, view account summary, request for cheque

books, stock payments, request for loans etc. through their mobile handheld devices.

Customers can make payments through mobile devices in a variety of ways, such as SMS

based mobile payments, Credit card based mobile payments, Smart card based mobile

payments; can opt for direct mobile billing or can make mobile fund transfers.

25
 Mobile Commerce Application

Financial Sector
1-Mobile payment
2-Mobile banking
3-Mobile share
trading
4-Mobile auction

Retail Sector
1-Mobile purchase
2-Mobile coupons
3-Mobile ticketing
4-Mobile marketing

Telecommunication
Sector
1-Mobile bill payment
2-Mobile recharge
3-Mobile plan update

Entertainment Sector
1-Content purchase
and delivery
2-Mobile TV

Figure 1.7 M-commerce Applications (Self Developed)

26
RETAIL SECTOR

Mobile commerce finds significant application in retail sector. Today, more than 5

Billion people, i.e. approximately half of the world population are equipped with internet-

enabled smartphones, and they want to use it for shopping purpose. Mobile retail applications

allow consumers to purchase both digital and non-digital goods from their mobile devices

and make mobile payments for the goods while on the move. They use mobile handheld

devices for creating and storing shopping lists, scan products bar codes to compare product

features, access coupons and discounts available in local stores from their homes and so on.

Such facilities add more value to their shopping as they make them aware about the

availability and feature of the products and also help them save time during shopping. Users

can download the entire product catalogue of a particular retail shop in their mobile handset

beforehand, and plan for shopping at a later date.

Current stock status of the store to facilitate the customer to decide the availability of

selected item. After placing order from the mobile device, these retail applications provide

facilities for tracking the order status and indicate approximate time of delivery. Amazon,

most famous online retailer provides a special mobile retailing feature, whereby a customer

send a photo of any particular item to Amazon from his/her mobile device to know whether

the item is available with Amazon or not.

TELECOMMUNICATION SECTOR

Mobile phones are widely used by all mobile operations for delivering a number of

service related documents. Mobile plan updates, mobile plan updates, mobile bill payments,

downloading mobile ringtones or wallpapers all are possible from the mobile device itself.

Mobile subscribers can view their mobile updates, service plan details and mobile bills pay

time from their mobile devices.

27
ENTERTAINMENT SECTOR

All over the world people spend a plenty of time in traveling and use their mobile

device for entertainment purpose for passing idle time even during travel. They want to

download MP3 music from their internet enabled mobile devices, watch favorite TV shows

or movies in their mobile screens or simply play mobile games. The confluence of mobile

phones, portable audio players and video players into a single device has remarkably

increased the scope of mobile entertainment services to a large extent. Along with the

entertainment services, mobile content purchase and delivery have become extremely

popular. Sale of ringtones, wallpapers, mobile games etc. through mobile devices have

become commonplace.

1.10 Mobile Commerce Products

Mobile Banking

Mobile banking is a process of performing banking transactions by using a mobile

device, namely smartphone, personal digital assistant (PDA) or a tablet. It enables users to

access their bank accounts through their mobile devices and perform normal banking

transactions, such as balance checking, account transfer, bill payment, check payment and

many more. These transactions could be done from any remote geographical location and at

anytime of the day, irrespective of location and normal working hours of the bank. Although

internet banking allows users to perform banking transactions through bank websites

displayed in desktop system using internet connectivity, but it imposes certain restrictions in

the sense that the user access to computer terminal and wired internet connectivity in order to

access the bank websites.

Mobile banking on the other hand, offers ‘Anytime Anywhere Banking’, where the

users can easily access bank accounts on-the-go, while travelling in a train, bus, flight,

28
waiting for bus in a bus, in a shopping mall or say sitting at airport anywhere. It does not

need any wired internet connection and it can be performed from the wireless mobile devices

at any time and from any geographical location. In order to avail mobile banking services, the

user needs to have an account in the bank and the mobile number needs be a registered

number in the bank. On registering the mobile number in the bank, the mobile user gets a

Personal Identification Number (PIN) from the bank, which is used at the time of making

mobile banking transaction, security is the objective behind it.

Mobile Banking Services

Mobile banking services are broadly classified in two categories, namely transaction

based services and enquiry based services. For example, a request for checking the bank

balance statement is an enquiry based service, while a request for fund transfer from one

account to another is a transaction based service.

Table A.1 Mobile Banking Services

Mobile Banking Transaction Based Services

Fund Transfer Insurance Premium Transaction Alert

Payment Message

Micro Payments

Mobile Recharge Blocking of payments of

Bill Payment stolen credit cards

Cash Deposit/Withdrawal

through Retail Banking

Tax Payment Agents

Peer-to-Peer payments Stop cheque payments

29
 Mobile Banking Non-Transaction Based Services

1-Request for 1-Whether Update 1-Credit Request 1-Real Time Stock

cheque book Quote Delivery

2-Request for 2-News Update 2-Insurance 2-Portfolio Management

Mini Statement Traffic Update Coverage Request Service

Request for -Foreign Exchange Mortgage Approval Selling and Purchase of

Account Information Request for ATM Securities

Statement Stock Market Cards Security Alerts

Card and Loan Quotes Submission of Unusual Price

Statement Bank Interest Rates Complaints Notification

-Pension Plan Commodity Prices Loan Request

Statement E-mail to Customers

Insurance Policy

Statement

Cheque Status

Enquiry

Services which are transaction based involve fund transfer, and hence require

additional security arrangements in the form of encryption of data and or password or pin

protection. Few of these services are push services, where the bank sends information to its

customers in the form of alerts. For Example the bank sends an alert to the customer

whenever the account balance goes below a specified level. Some of the services are pull

services where the customer’s request for a service or information from bank an example of

pull service is the request for last five transactions from the bank.

30
Mobile Ticketing

Mobile ticketing is the process that allows mobile users to purchase tickets for

various events and journeys through their mobile devices. The user can book the airline

tickets, train tickets, bus tickets or tickets for movie shows, games or other events, with the

help of their mobile devices by using their websites and dedicated Apps. Against it mobile

tickets are online booked. In this manner, organizations can eliminate use of paper tickets and

greatly simplify ticket delivery process by avoiding printing and postage of paper tickets

altogether. In this way, mobile ticketing offers a low cost and paperless alternative to

traditional paper tickets, and has become vastly popular among billions of present day mobile

users. Especially during festival seasons and vacations there is too much load on all the

online websites for booking.

Mobile Payment

Mobile payment is an integral part of mobile commerce where mobile devices such

as mobile phones, PDA’s and tablets are used to initiate and authorize mobile payments for

goods and services. It is an alternative payment system where instead of making payment in

cash, consumers can use their mobile phones to pay for a wide range of items and services. In

order to facilitate transactions mobile payments utilize digital currency that constitutes digital

bits. Digital currency is something which is freely exchangeable through online medium and

imitates traditional currencies such as cash, check, credit or debit cards.

In order to make payment mechanism safe and secure, special care is taken to

maintain the privacy, integrity and confidentiality of payments made via mobile devices.

Special security arrangements are taken special care by making use of encryption and

password authentication are used to ensure that the financial transactions cannot be

duplicated, cheated, reused or counterfeited. For making mobile payment, the user must have

to register the mobile device in a partner bank, where the users have a saving account. On

31
registration, the bank issues a personal identification number to all the users. At the time of

making payment, the user sends the PIN to the bank through SMS. Then, the user enters the

amount needs to be paid and the details of the payee. The bank transfers the amount from

user’s account to payee’s account and the transaction is completed. The complete transaction

takes mostly 5-10 seconds to complete and cost of operation involved is only that of an SMS.

This is known and called as SMS based mobile payment. Depending on the mode of

payments, Other mobile payment options are available such as direct mobile billing, mobile

wallets, credit card based mobile payments, NFT/ RFID mobile payments and mobile WAP

payments.

1.11Role of E-wallets in M-commerce

Digital wallet stands for electronic device or any facility available on online

platform for making payments against any kind of online or offline shopping. In India E-

wallets are with very fast pace replacing habit of making cash payment.

Here are some of the top 10 mobile wallet companies in India:

1. PayTM

PayTM is one of the largest and leading mobile commerce platforms in India, which

offers its customers a digital wallet facility to store money and make quick payments.

PayTM was launched in 2010, PayTM works using a semi-closed model and has a

mobile market, where a customer can load money in wallet and make required payments to

merchants and others those who have operational tie-ups with the company. Apart from

making e-commerce transactions, PayTM wallet can also be used for other services like to

make bill payments, transfer money and avail services from merchants from travel,

entertainment, Mobile /DTH recharge and retail industry.

32
2. Momoe

Momoe is a Bengaluru based mobile payments startup that focuses on changing how

customers pay while eating out, travel and shop. Using the Momoe app, people can store

their credit card details and make mobile payments at various restaurants, grocery stores,

apparel, salons and other retail outlets.

3. Momoe App

The app’s initial foray was into restaurants which attracted many installs due to the

ease of payment options. The users were able to see live tabs, split bills and pay directly,

without having to wait for a physical bill to arrive. Even though its services are currently

available only in Bangalore, due to the growing popularity of the app and investment funds

they will soon be expanding their services to six new cities.

4. PayUMoney

PayUMoney, is a Gurgaon-based company that provides online payment solutions

launched its wallet service last year. This e-wallet enables the user to store cash and pay for

various services and transactions.

In order to differentiate themselves from other players present in market, they

provide a wide range of benefits that include one-touch check out and discounts / cashback

offers on every transaction made. This e-wallet also provides instant refunds on order

cancellations and buyer protect to ensure the right purchase and customer satisfaction.

5. Mobikwik

MobiKwik is also one of the independent mobile payment networks which connect

25 million users with 50,000 retailers and more. This mobile wallet makes its users easy

options to add desired money using debit, credit card, using net banking option and even

doorstep cash collection service is available, which can in turn be used to recharge, pay utility

bills and shop at marketplaces and for lot many other services.

33
 In order to fulfill and capture growing demand for convenience, and ease MobiKwik

has recently tied up with large and small time grocery, restaurants and other many offline

merchants.

6. Citrus

Citrus Pay is a popular e-wallet app for options like cash storage system, various

payments and money transfers requirements. Apart from tying up with other online service

providers from varied sectors possible, this company is now heading towards collaborating

with Woohoo Company, a gifting and shopping portal to allow its customers shop at more

than 5000 offline stores tied up with them.

7. State Bank Buddy

This is a mobile wallet application launched by State Bank of India to enable users

transfer money to other users and bank accounts, facilities like pay bills, recharge, book for

movies, hotels, shopping as well as travel. This prepaid mobile wallet offers its services in 13

different languages and it is available for non-SBI customers as well. This app provides

facility of check balance, drawing mini statement and facility like fund transfer too.

8.Citi MasterPass

With collaboration Citi Bank India and MasterCard recently launched ‘Citi

MasterPass’, this is India’s first global digital wallet for faster and secure online

shopping.Use of this E-wallet, Citi Bank Debit And Credit Card holders have become the

first in this country to be able to shop at more than 250,000 e-commerce merchants. This

ensures the fastest checkout with a single click or touch and stores all your credit, debit,

prepaid, loyalty cards and shipping details in one place.

9. ICICI Pockets

The ICICI Pocket is a digital bank which offers facility of a mobile wallet for its

customers. It provides the ease and convenience of using any bank account in India to fund

34
 your mobile wallet and pay for transactions.With ICICI Pockets, customers can easily

transfer money, recharge, and book tickets, send gifts and provides option to split expenses

with friends. This wallet makes use of a virtual VISA card which enables its users to make

transaction over any website or mobile application in India and provides exclusive and

unique deals or offers and packages from various associated brands.

10. HDFC Chillr

Chillr is an instant money transfer app created by HDFC bank to simplify money

transfer and payment process for its customers. Using this mobile payment app, one can

transfer money to anyone in their phone book, thereby cutting out on the hassles of adding a

beneficiary. Although it is currently available only for HDFC Bank customers and can be

used to send money, recharge, split bills, request funds or transfer and will soon be able to

pay at online & offline stores.

11 LIME

Axis Bank, is the third-largest private sector bank launched ‘LIME’, an application

that offers a mobile wallet, payments, shopping and banking facilities. This mobile wallet is

available for both account & non-account holders and lets a user add money using his or her

credit, debit and net banking details. One can also share the wallet with their loved ones or

pool in funds into a shared wallet for a particular purpose (Example: Gifts, vacations, etc.)

Soon physical wallet may go the way of the cheque book, used by few and no longer

a necessity for most. Growing penetration of smartphones and internet across the world is

creating a market for mobile wallets highly capable of serving many purposes that were

served by physical wallets for years. Consumers are able to take advantage of a plethora of

new functions made possible in an increasingly digital marketplace.

In India, E-wallets companies like PayTM, MobiKwik, Freecharge,citerus are all set

to take the charge of the next revolution in mobile space. Effects of this revolution are

35
already seen; in an attempt to give banks in India, a new lease of life in warding off

competition setup by the mobile wallet players – the Reserve Bank of India gave its approval

for a simpler mode of payment – UPI (Unified Payments Interface), where a transaction can

be executed with just a mobile number of email ID. This virtually, would give the

bank accounts the status of being mobile wallets.

India has a massive user base of more than 240 million smartphone users. The

proliferation of smartphones has simplified day to day activities. It has created new ways for

communications, shopping, banking, payments, travel and transportation. The payments

space is seeing a sweeping change in way it interfaces with its audience. With

improved security and ease of use, people are spending more time on mobile apps, Increased

trust boosted online shopping services as well as online payments apps. According to a recent

report by Nielsen, it has been observed that not only big cities, but more than 58% of the

residents of other cities are also adopting and using mobile wallet apps.

Blueocean Market Intelligence (BMI), has conducted comprehensive research on the

Payments Industry and mobile wallets. The research was focused on capturing advancements,

understanding the nuances and identifying important players in the space, from a business

and also technology implementation perspective.

36
TOP MOBILE PAYMENT APPS TIME SPENT

BY USERS

(minutes/month)

PAYTM 50% 70

35% 40
FREECHARGE

29
9%
MOBIKWIK

3% 17
OXIGEN WAL LET

2% 17
CITRUS

1% 14
OTHERS

Figure 1.8 Time spent on Mobile Payment Apps

Source: Nielsen-reports-on-mobile-wallet-market-in-India, 14 March 2016

(Self Developed)

37
 Growth in E-wallet service

PREFERRED PAYMENT METHODS USED AFTER DEMONETIZATION

1%

18%
E‐wallet
Net Banking

23% Debit/Credit Cards

58%
Cash

Figure 1.9 Growth in cashless transactions

Source: Economic Times report, 14 April 2017

(Self Developed)

Government of India has proactively initiated several remarkable programs mainly

named as Digital India, Start-Up India, Stand-Up-India, Jan Dhan Yojana, Innovation India,

etc to make pace the emergence of digital commerce in the economy. This direction and path

is being followed by RBI which is highly focused on having an efficient electronic payment

system in place of the back of Unified Payment Interface (UPI), payment banks and mobile

wallets.

India presently has 339.95 million smartphone users, and more than 45 percent of all

mobile phones delivered in Indian market were smartphones by the first quarter of

2018. Mobile Internet user users in India have increased from 299.24 million in 2017 and the

user base is expected to annually record a growth by 34 million till 2019.

Online shoppers in India will account more than double by 2020, it noted. ”The

present and recent online shoppers lie in the range of 80-100 million and expected to increase

to 175-220 million by 2020,” it said. It is also observed that 60 per cent of online shoppers

38
prefer mobile devices. Mobile wallets are now a key enabler for mobile commerce but still

most of the people hesitate to share their bank account details or credit/debit card details

because of the fear of sensitive information getting compromised. For the past four years,

mobile wallet transactions have taken a flight from Rs 10 billion (60 million transactions) in

year 2012-13 to over Rs 490 billion (600 million transactions) in the year 2015-16.

Key Points:

Around 78% agreed that they have started doing online shopping post

demonetization as a result of pertaining cash crunch So ,Going Cashless is the new norm:

35% of the respondents started using ‘Plastic Money’ even while shopping mom and pop

vendors for daily needs and consumables. Rest prefer the below sites for buying groceries

and daily items: (Source: Economic Times report, 7 November 2017)

Amazon.com- 55% Flipkart - 61%

Snapdeal - 5% PayTM- 26%

ShopClues- 25% Myntra- 10%

MOST PREFERRED E‐STORES IN INDIA

0.7 61%
0.6 55%
0.5
0.4 28% 26%
0.3 21%
0.2 10%
0.1
0
MOST FLIPKART AMAZON SNAPDEAL PAYTM SHOPCLUES MAYNTRA
PREFERRED
E‐STORES IN
INDIA

Figure 1.10 most preferred eStore on India

Source: statista.com report on smartphone-user-penetration-in-India

(Self Developed)

39
 Paytm has become the undisputed leader of E-wallet as far as preferred payment

wallet with more than 50% user share. Freecharge holds second rank with appr. 35% with

other E-wallets like Mobikwik, Citrus Pay and Oxigen follow thereafter. E-wallets are most

preferred payment method used after demonetization of Rs 500 & Rs 1000 notes when

shopping online.

REACH OF TOP MOBILE APPS VS SITES

39%

26%
20%
17%
11%
4%

PAYTM FREECHARGE MOBIKWIK

Figure 1.11 Reach of mobile payment Apps

Dazoinfo.com(2015) (Self Developed)

E-wallets like Paytm, Mobikwik etc. – 58% Use of Net Banking – 23%

Option of Cash on Delivery (CoD) – via using Debit/Credit card – 18%

Option of Cash on Delivery (CoD) – via Cash – 1%

40
 Prefererred Mode of Payments
Mobile Wallets Net Banking COD‐ Debit/Credit Cards COD‐ Cash

1%

18%

23% 58%

Figure 1.12 Preferred mode of payment pie chart

Source: Ijhams, March 2017 (Self Developed)

Total mobile wallet transactions in India are on track to reach INR800bn in 2017, a

growth of 113% on the previous year, according to GlobalData, a leading data and analytics

company. The company estimates that the market will continue to grow at a brisk pace to

surpass the INR1tn mark in 2018.

Numbers of mobile users are greater than desktop users. Although businesses with

large wallets can afford to employ both mobile websites and apps, other small scale

companies might have to choose one of them. The choice between mobile apps and websites

depends on their cost, usability, required features and the audience they serve.

There are various reasons why E-wallets are at upper hand on mobile sites:

#1 Mobile Apps Offer Better Personalization

Personalization is a great feature which provides personal touch with user based on

his requirement, location and culture. Personalization is critical in making a mobile User

41
Experience delightful. When users are pampered with personalized content, they have a

higher chance of making a conversion.

#2 Ease of Sending Notifications

Nowadays email has lost the effectiveness it once had; its open rates and click rates

have constantly dropped. So the scope and use of notification has enhanced.The notifications

are of two types: push and in-app notifications. They both are exciting alternatives for

communicating with app users in a less intrusive manner.

The ability to send instant, non-intrusive notifications to users is one of the major

reasons why many businesses want to have a mobile app in the first place. In-app

notifications are the notifications which users can only receive when they have opened an

app. Push notifications, on the other hand, are those notifications which users can receive

regardless of any activity they are doing on their mobile device. There have been instances

where the push medium of notifications has delivered click-through rates of 40%.

Add-on: There are third party services that provide push notifications services to

mobile websites, too. However, these services are in a nascent stage and still have some

limitations (some only work on specific browsers, and are not available for all website types).

Still, businesses, unaffected with the limitations, can consider using these services on their

mobile websites. Push Crew, for example, is one of the new service providers that let

websites send push notifications to desktops and mobiles.

#3 Making Use of Mobile Device Features

Mobile apps have the advantage of utilizing features of a mobile device like camera,

contact list, GPS, phone calls, accelerometer, compass, etc.Add-on: Mobile websites can also

use some features of a mobile device like camera, GPS, etc. Still, there are technological

constraints in utilizing all the multimedia features of a device (which mobile apps can use)

42
.#4 Ability to Work Offline

It is probably the most fundamental difference between a mobile website and an app.

The beauty of mobile apps lies in their ability to work even in offline mode. Add-on: Even

though mobile websites can use caching to load web pages without an internet connection,

they can only offer limited functions.

#5 Freedom in Designing

Even with all the technological advancements in web designing, mobile websites

have to rely a lot on browsers to perform even the most elementary functions. Mobile

websites depend on browser features like ‘back button,’ ‘refresh button,’ and ‘address bar’ to

work.

#6 New Branding Experience

As a mobile app is distinct from a company’s website, it has the liberty of offering a

new branding experience to users. It means that the company can experiment with new

branding styles for the app, which can be different from the regular brand style of the

company’s website (or the company altogether).

#7 Users Spend More Time on Apps

Mobile users spend 86% of their time on mobile apps and just 14% of the time on

mobile websites. Moreover, the average time users spend on mobile apps is also increasing

— rising by 21% in 2015 from 2014.

#8 New Stream of Conversions

If you’re looking to increase conversions, mobile apps can be a great medium to

push users down the conversion funnel. Mobile apps can be used to acquire both top-of-the-

funnel (ToFu) and bottom-of-the-funnel (BoFu) users.

43
#9 Brand Presences

Users spend a substantial amount of their time on mobile devices. It’s safe to say

that many of the users encounter the apps they’ve installed on their devices, almost every

day. This regular encounter can be viewed as a branding opportunity for the apps.

#10 Apps Can Work Faster Than Websites

A well-designed mobile app can perform actions much quicker than a mobile

website. Apps usually store their data locally on mobile devices, in contrast to websites that

generally use web servers. For this reason, data retrieval happens swiftly in mobile apps.

1.12Mobile -commerce vs E-commerce

Electronic Commerce (E-commerce) is the process of operating business

transactions’ through internet using personal computers, laptops or other PDAs’. It uses wired

Local Area Networks and cable internet to perform an array or series of operations, for

conducting operations such as online purchase, online payment, online banking, online share

trading or online marketing and advertising people get the freedom of operating business

from their respective home or making online payments from their offices without requiring

travelling anywhere to shopping counters. However, in order to fulfill E-commerce

transactions, wired internet connectivity as well as personal computers or laptops having

internet facility is essential as internet is the basic requirement to perform M-commerce. So,

in remote geographical areas with limited or say no internet facility as well as areas which are

without electricity, E-commerce becomes completely ineffective.

Mobile commerce, in other words, allows mobile users to conduct business

transactions through their internet-enabled mobile devices, like smartphones, tablets, digital

assistants or other PDAs. There is requirement of high frequency radio waves for providing

44
wireless internet connectivity which allows mobile users to perform online mobile shopping,

mobile payments, mobile auctions or mobile ticketing through their mobile devices even

when they are out in the field or are travelling or in any other remote area.

Thus, mobile commerce offers all types of freedom from wires, cables, internet

connectivity or plug in requirement, and provides support to all critical business transactions

under completely mobile environment. People can perform share transactions, make tax or

bill payments or perform fund transfers through mobile banking, booking air, train, bus

tickets, booking hotels and planning full trip online, buying grocery, fruits, vegetables online

even if they are travelling in remote areas far from their home or office.

In other words, mobile commerce undoubtedly fits into the extremely mobile

lifestyle of modern day business executives and has become an integral part of daily lives of

billions of mobile users.

Difference between E-commerce and M-commerce

The basic difference between E-commerce and M-commerce lies on the fact that E-

commerce uses wired networks and the M-commerce uses wireless networks for internal

connectivity. Although wire networks require quite cumbersome cabling, wires and switching

operations to provide connectivity to each and every computer and other peripheral devices,

but the fact is that they offer better performance and better speed in comparison to the

wireless networks.

A wired network can probably offer date rate of the order of 1000 mbps, on the other

hand a wireless network mostly offers data rate of the order of 100 mbps. A wired network is

comparatively much more secure than a wireless network, as far as security issue concerned

it is much more difficult to gain access to the internal wired network inside a protected

building without breaking in . On the other hand, it is comparatively much easier to break the

45
security barrier of a wireless network and gain access to private and confidential data stored

inside the wireless network. Proper and efficient security arrangements in the form of

encryption are employed in order to make wireless networks as secure as their wired

counterparts.

A comparison chart is tabulated below:

Factors E-commerce M-commerce

Reliability Wired network are more Wireless networks suffer badly

reliable and suffer less from interference from adjacent

interference and noise. Quality channel frequencies or reflected

of data transmitted is better as waves that tend to reduce the

there is little or no cross-talk intensity and quality of

transmission. Special error

detection techniques are

employed to eliminate errors in

transmission and improve signal

quality.

Mobility E-commerce uses wired M-commerce employs high

networks for internet frequency wireless networks for

connectivity and hence is providing wireless internet and

restricted inside a building. It is completely ubiquitous in

offers anytime connectivity. nature. It offers anytime

anywhere connectivity.

Speed The transmission speed of wired In this transmission speed if

networks are much higher(of modern wireless networks are

the order of 1000 mbps) usually of the order if 100

mbps.

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Security E-commerce transactions are M-commerce transactions

comparatively more secured as through wireless networks are

the networks remain well more vulnerable to hacker and

protected inside campus other security attacks and

buildings. Firewalls and proxy requires stringent and firewalls

servers are used to keep to prevent damage or any

confidential business data expected misuse of private data

secured in the central server. during transmission.

Usability E-commerce is performed M-commerce is performed

through personal computers or through handheld mobile

laptops having larger screens, devices having smaller screens

which are more convenient and and lower battery life. Also, the

user friendly. small devices have higher

chance of getting lost or stolen,

thus resulting to data loss.

Cost The initial network set-up cost M-commerce is performed

is high and periodic through handheld mobile

maintenance is mandatory devices having smaller screens

and lower battery life. Also, the

small devices have higher

chance of getting lost or stolen,

thus resulting to data loss.

Ease of Use E-commerce is provides the In comparison to E-commerce

facility of ease of use facility of ease if use is much

higher in M-commerce

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Impact of M-commerce

Invention of wireless and mobile technology and rapid penetration of mobile devices

in modern society and enhanced demand for ease. Convenience and at home delivery of

goods and services have created all around new opportunities for the corporate world. In

general, mobile commerce is termed as an extension of conventional internet based E-

commerce. However, as the quantity of mobile device orders is far greater than that of

internet users, most of people carry smart phones nowadays which really boosted M-

commerce remarkably. Mobile commerce creates a great impact on day to day activities on

both customers as well as on business owners.Feature of providing instant internet

connectivity and greater mobility to billions of mobile user, It can be said that M-commerce

is redefining the relationship between customers and good and service providers. It is

predicted that in coming future mobile commerce will largely influence the marketing

orientation of almost all the measure industry sectors, and hence as a result will change the

general dynamics of the market and shopping experience. In addition to providing the user

with facility of mobility and location tracking, M-commerce applications are capable of

achieving a high level of personalization and offer inters accessibility with the individual

customer as per their suitable lifestyle.

As in the era of highly interactive environment personal profiles, product

preferences, home/office locations, payment details, etc. can be collected directly from the

respective user and customer from their mobile devices t o generate an accurate and

personalized database to make all the transaction easy, just one time detail is required for

placing next orders all the customer detail already lies with the product and service provider.

Conventional advertising can be delivered directly to the mobile handset by a brand to

describe the benefits and offers available on the product. This is a highly newly emerging

concept whereby the mobile user can obtain to receive product information from a brand by

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giving the mobile number to the company. By utilizing the location tracking facility, GPS

system of M-commerce, special customer zones can be created which will be characterized

by specific customers with different product preferences. The customers in a zone can be

dynamically informed about various discounts, offers and deals available in the local outlets.

Knowledge of customer numbers and preferences in a zone helps the suppliers to

estimate the prospective demand for a particular product, and also let the customers be

informed instantly about any discounts/price reductions offered in nearby stores. The

popularity of mobile entertainment is actually growing rapidly. These include mobile phone

gambling, mobile collaborative games, mobile sport video and mobile television, children

forms great number of users and customers as far as games, videos, movies and songs

concerned. With rapid advancements of highly sophisticated mobile applications, mobile

gaming business is enhancing at a rapid rate constantly.

Evaluations in emerging technologies like mobile video sequencing, mobile video

transcoding and mobile video communication are playing a key role and everyday adding a

new chapter in the success story of mobile entertainment industry. Similarly, in health care

industry, mobile medical imagining is made possible with the use of 4G wireless network and

soon will be equipped with 5G mobile phones. As far as education industry concerned,

mobile learning is introduced in the form of SMS or text messages, on youtube detailed

videos on any topic, any subject can seen to make the understanding clear with topic. With

the introduction of new display technologies, like, electronic paper, liquid crystal display and

digital paper, the mobile electronic readers, E-books and above all Amazon kindle is a heaven

place for book lovers so all these have become common place.

A remarkably large number of mobile users have started carrying E-readers to online

books or online newspapers while travelling. The impact of M-commerce is all-pervasive and

ever-expanding and everywhere to much extent. As the cost of mobile devices going down

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and introduction of newer and powerful technologies, more and more people are indulging in

numerous mobile application constantly and eventually M-commerce will emerge as the most

preferred tool for performing business transactions while in motion.

1.13Mobile Telecommunications

In recent years, we have observed evolution of mobile communications transferring

from less convenient “wired” environments to wireless environment and performing business

without any limitation in space and time enabled by wireless network and mobile commerce

following the electronic commerce. As on 1st March, 2017 the top wireless Broadband

Service Providers are:

Airtel: 256.8 million (22.6%) Vodafone: 199.7 million (17.6%)

Idea: 176.49 million (15.5%) Jio: 105 million (9.2%)

RCom: 95.46 million (8.4%) BSNL: 90.71 million (8.0%)

Aircel: 89.33 million (7.9%) Tata Docomo: 58.67 million (5.2%)

(Source: Economic Times, Latest Telecom News, May 2018)

Reliance Jio once again trumped the incumbent operators by a very large margin.

According to official TRAI data, Jio added a whopping 16.26 million new connections in

November 2016, taking their tally to over 51.8 million connections in less than 3 months of

launch. The TRAI figures confirm the announcement made by Jio last year that they added 50

million subscribers in 83 days, which incidentally is a world record!

The hectic pace of new connections by Jio ensured that Indian mobile subscriber

base reached 1099.51 million. With an increase of 21.09 million connections in Nov

2016, total mobile connections reached 1099.51 million. India had 1078.42 million

connections by end of October 2016.

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 – Urban India witnessed a monthly growth rate of 2.68 percent or additions of 16.69

million new connections, while rural mobile connections increased by 0.96 percent or 4.40

million.– Urban India has a total of 638.46 million, while rural India has a total of 461.05

million mobile connections.– Rural India added 26.03 million connections since Jan 2016,

while Urban India added 55.51 million (Source: Indian Mobile Subscriber Stats, Nov 2016)

Telecommunication market is a crowded market. Lots of GSM companies exist in

the market and new entrants are yet to come. In such a highly competitive market in order to

survive in the market, Telecom companies are under a lot of pressure to deliver new product

and services to the market. According to both marketing theory and practical experience,

telecommunications firms should have competitive advantage to win the competition. By

applying mobile commerce on their network infrastructure and offering Mobile commerce

services, they are providers of the next generation of ecommerce and they become an

essential provider of GSM that every customer choose them and they gain much more profit

income.

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 GROWTH OF INTERNET USERS vs MOBILE INTERNET IN INDIA
2012‐2016
900

800

700

600 462

500 402
375
400 354
330
300 302
243 278
200 205
190 371
238 276306
100 137 159173 192
91 110 137
0 48
Dec/12

Dec/13

Dec/14

Dec/15
Sep/12

Sep/13

Sep/14

Sep/15
Mar/13

Mar/14

Mar/15

Mar/16
Jun/12

Jun/13

Jun/14

Jun/15

Jun/16
Figure 1.13 Technology, Use of smart devices, Infrastructure, Innovations and

Research Questions

Source: Stastita.com(2016) (Self Developed)

Mobile Telecommunication is India is witnessing many changes. Ministry of ICT

(Information Communication Technology) is managing the telecommunication industry in

India and their future plan is to develop the telecommunication market by persuading private

companies regarding to their process if deregulation to enter the telecom market in India and

allowing 2nd and 3rd operators and new players in the market to supply the need of the market.

Due to excessive competition market has witnessed a transformation from a monopoly to a

high deregulated competitive market. Many technology enthusiasts dream of an "all-in-one"

portable device, which can handle all of their communication and entertainment needs. As

smarter and smarter phones like the iPhone come out, add to that list of desired features

"mobile augmented reality".

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 This technology will tie together the internet, accelerometers and GPS to

superimpose digital information on the real world. Travelling to a new city? Point your phone

at a building and it tells you anything from the history of its construction to visiting hours to

restaurant reviews. All of the technology necessary is ready for the market. Expect to see

these phones of the future sometime soon. A true open source mobile phone could provide m-

any of the services in today's phones at a fraction of the cost. Developers are working with

some big names like Google and Yahoo to create phone software which can be used on

almost any cell phone. The potential advantages are enhanced features, compatibility and

lower costs by having more marketplace options to buy and use a phone.

Phones may soon allow you to transfer or pay money instantly from any bank

account or credit line. The potential is great for small businesses and individuals who can't

accept credit cards or those who prefer an electronic payment to cash or checks. Paypal is

leading the way with a mobile service tied to its already robust online payment options. The

technology is available now for these services, but with so many institutions involved

(including banks, stores and carriers), mainstream adoption has been slow. See How Cellular

Electronic Payments Work to learn more.

Since the success of the Apple iPhone, touch screen phones have gotten more and

more popular. However, among people who text and email frequently from their phone, many

still prefer the real buttons of a device like the Blackberry. The physical buttons seem to give

better feedback and allow more natural typing. New technology could deliver the best of both

worlds by creating a touch screen which feels and reacts when you type on it. This

technology is being explored by phone developers in order to get the next generation phones

to the market.

Businesses whether big and small are keeping M-commerce at the centre of its

strategy as they see immense growth potential from their investments in this space. It starts

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right from user research to product/service anytime and anywhere the investments are made

to focus and develop m-commerce capabilities. Mobile today is much more than just a calling

device as the internet enabled smartphones are at an emerging point of commerce – it has

become a host of retail outlets in the customer hands. As per the present scenario 9 out of 10

consumers search or order a product or service on their mobile, M-commerce hold more than

60 percent of online sales in India; Although major ratio of this percent belongs to Big and

urban cities. Journey of M-commerce is fuelled by the availability of affordable and

reasonable smartphones along with affordable mobile data plans backed by the improving

telecom infrastructure. Smartphones have captured the Indian market by storm with more

than 45 percent of all mobile phones shipped being smartphones in 1st quarter 2016.

Mobile commerce is a superior technology that can revolutionize this market. New

market entrants and competition among them enable customer to choose their operators due

to their services and convenience. Being able to perform business with your cell phones. Net

surfing smoothly from the location and time, receiving the customized information and

advertisement are features that provide the competitive advantage for telecom companies.

Therefore, in order to compete and survive in the market advantage that which one

can be employing latest technologies, Due to the aforesaid facts, the ability of mobile

telecommunication operators to offer mobile commerce technology and to provide the

hardware a d network elements and system for deploying mobile commerce in their GSM

network and to gain profit and revenue from offering these services, can be considered as a

key factor in their success to great extent.

Regarding to the impact of evolution of M-commerce and the explosive use of

mobile communication devices on wealth creation and economic growth in developing

countries, every developing country like India requires applying mobile commerce to achieve

profit and revenue and better social and technological conditions.In the purview of

54
aforementioned facts, mobile commerce is essential for country ICT and social progress.

Hence, studies on mobile commerce research are modest in India; this study will try to rectify

this imbalance. Considering that mobile commerce in India is in development stages and very

limited services have been offered. Hence, one challenging crisis in this market would be

“mobile commerce adoption”, factors influencing the acceptance and usage of mobile

commerce. These items require be identifying and considering in the strategy that companies

are going to design for their future plans. Building successful strategies for the mobile

marketplace begins, undoubtedly, by recognizing the distinctive forces driving the emergence

of m-commerce (Senn, 2000; cited by Boadi et al, 2008). Besides, before implementing this

technology the level of readiness of people should be tested and results of influencers

requires considering in the marketing strategy for developing this technology.

The current smart phone user base in India has become the second largest market for

smartphones by the end of 2018 by replacing US. Driven by the demand in urban and rural

India, mobile internet has been rapidly and drastically increasing. No. of 3G/4G mobile

connections in India. 3G still accounts for 70 percent of mobile users in India. Introduction of

4G and now soon 5G is expected to increase mobile internet usage further. While matter of

cash handling, cyber security and safety is a matter of concern, overwhelming government

initiatives and technological advancement in securing electronic payment gateways act as a

key catalyst for transformation towards a more secure, cashless and on-the-go m-commerce.

The recent demonetisation step could provide the required lip to the industry. It has all the

potential to take the industry to the next level of growth and advancement. The growth

prospects of the M-commerce industry looks quite promising considering robust growth in

infrastructural touch points i.e. smartphones and internet penetration.

Mobile Internet penetration in India is happening with a boom. However, the

challenges in terms of inconsistent internet connectivity and cyber security need to be

55
addressed. Number of smartphone users in China 563 millions, in US 207 million and last but

not the least in India 340 million smartphone users is there and it will reach 468 million by

the end of year 2021.

Few real marvellous steps taken by Government are:

Digital India Jan Dhan Yojana

Implementation of GST Other initiatives

Start up India Skill India Innovation

Fund infrastructure inclusion/initiatives Online shoppers in India

Publicly available data As per publicly available sources according to it the current

online shoppers lay in the range of 80 to 100 million and expected to raise between 175 to

220 million by 2020. Many M-commerce companies came up with innovative and unique

online business models and changed the business landscape. "The Prime Minister Narendra

Modi has placed emphasis on use of mobiles for banking purposes, thereby giving a push to

the country to go digital and cashless. During ‘Mann Ki Baat’ address on Sunday, 27

November 2016, Mister Prime Minister appealed to the people of India, particularly to the

youths of India, to embrace and becoming comfortable with e-banking and mobile banking

for cashless transactions." Evolving M-Commerce service offerings like Retail Travel,

transport and logistics, discovery platform FinTech On demand Service, approximate

percentage of use is:

2015 – 9% others services, 2016 – 21% Retail, 2015 – 39% FinTech

2016 – 18% TT&L, 2016 –18% Discovery platforms, 2016 – 13% Fintech

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2016 – 7% Foodtech, 2016 – 4% Segment wise % of total PE/ VC deal value in 2015 and

2016, Innovation investments website 19%, Mobile app 42%, Desktop 39% (Source:

Granthronton study on M-commerce , December 2016)

Disruptive business innovations along with ease of use technology feature acts as an

enabler in transforming traditional businesses to M-commerce. The transition from traditional

commerce to e-commerce and now to m-commerce has been driven by the retail segment

followed by travel transport and logistics segment. The emergence of FinTech, Foodtech,

Healthtech, entertainment and on demand services will fully and extensively explore the

potential of M-commerce business capabilities. M-commerce businesses may need to make

investments to develop lighter applications/mobile websites that load up quickly on the

current telecom networks – 3G, 4G and soon expected 5G. Online banking and mobile

banking have been used for a long time. Mobile wallets which hold our money digitally have

made it easier for consumers and have played their part as enablers to m-commerce growth.

PE/VCs have shown steady and gradual interest in online businesses due to the underlying

key economic indicators. However, potential write down in investments, especially in digital

commerce and high valuation expectations has limited the scope of fund raising activity in

2016.

Technological Evolution of Mobile Communication

The Telecommunication infrastructure in India started way back in 19th century and

the process of evolution is continuing even in 21st century. But the journey that began in

1850 during the British rule when the first telegraph line was started on an experimental basis

between Calcutta (now Kolkata) and Diamond Harbour in November 1850 for East India

Company. The Telegraphic system is origin of the Telephone system. By 1881 private

57
operators were allowed to operate telephone systems in Madras, Bombay and Calcutta and in

1882 first telephone exchange was opened at Bombay.

The Telecommunication systems eventually started to penetrate in to the Indian

Society. However at the time of independence there were only 80,000 telephone subscribers

in India. However by 1980 when first telecommunications satellite was launched the

telecommunication system in for the first witnessed rapid developments in the

communication systems. C-DOT1 was established, the first radio paging service was first

introduced in MTNL2 Delhi and VSNL3 was setup and International gateway packet switch

was commissioned in Bombay. 1990’s is marked by the setting up Telecom Regulatory

Authority of India or TRAI a regulatory body acting as an apex body for formulating rules,

regulations, tariff mechanism as many private operator had entered in the telecom industry.

Also this decade witnessed the first wireless local loop phones being provided by the

operators. By 2000 the telecom sector grew by leaps and bounds. There was an

unprecedented growth in subscriber base. With better infrastructure the mobile telephone had

growth rate far beyond expectations. The call rates were reduced drastically and mobile

instruments became cheaper and affordable. The Mobile communication has grown from the

need to have communication even when people are on move to doing various other day-to-

day activities. Today mobile is growing faster than fixed and also Internet connectivity.

Mobile telephone users are growing at 1 C-DOT- Centre for Development of Telematics- A

Government of India Enterprise. 2 MTNL- Mahanagar Telephone Nigam Limited. 3 VSNL-

Videsh Sanchar Nigam Limited www.ijird.com November, 2014 nearly 13% every quarter

which almost close to adding 10 million subscribers every month.4 In fact the while mobile

subscriber base in increasing the fixed line telephone is showing a negative growth rate. With

the technology becoming superior the quality and quantity of services would become much

58
better and at affordable prices for a common man. The following are the milestones scaled by

the telecommunication system in India till today

1851 – First Telegraph line was started between Calcutta and Diamond Harbour.

1882 – First Telephone Exchange was opened in Bombay

1913-1914 - First Automatic Exchange installed in Shimla.

1933 - Radiotelephone system inaugurated between the UK and India.

1960 - First subscriber trunk dialing route commissioned between Kanpur and

Lucknow.

1975 - 1976 - First digital microwave junction introduced

1979 - First optical fibre system for local junction commissioned at Pune.

1980 - First satellite earth station for domestic communications established at

Secunderabad, A.P..

1983 - 1984 - C-DOT established for indigenous development and production of

digital exchanges.

1985 - First mobile telephone service started on non-commercial basis in Delhi.

1994- Formulation of National Telecom Policy.

1995- Setting up of Telecom Regulatory authority of India (TRAI)

2002 – Privatization of VSNL.

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 2009- No of Subscribers of Mobile devices is 502 million.

2011- Evolution of MVAS in India

2013-No. of Mobile phone subscribers has reached 875.45 million

telecommunication statistics.

2014-No. of Mobile phone subscribers have reached 933 million by

telecommunication statistics.

Use of smart devices

Nowadays each individual is capable of doing transactions on single intelligent

devices like smart phones, tablets or mobiles. The high-end mobile devices with rich

applications and connection capabilities are also called as smart phones. Latest Apps like SBI

Freedom plus, ICICI Bank Mobile, Citibank India, Bank of Baroda M-connect and standard

chartered Bank India are among the top Indian Banks having their own apps. Social

networking apps like face book and Twitter are the famous and highly rated apps available.

Online shopping apps like Filipkart, Amazon, jabong, sanpdeal and myntra are the most

useful apps available for the users. The great amount of smart devices and their non–stop

usage gives a clear vision of the importance of access to mobile services. As per the market

research, the present size of the Indian ECommerce market is $1.6 billion and it is expected

to grow to $ 3 billion in 3 years and might reach $ 15 billion by 2020.

The key to success in this field will depend on catering to the Indian consumers who

connect to the internet via mobile phone because 80 million consumers with computers are

going to be out dated by 200 million (forecasted figer-46% ) smart phone users by the year

2016. The number of Smartphone users in the country over the year is given below. The

60
number has been increased by 46% in the last 3 years. It can be forecasted that with this

growth rate the country is going to have 300 million smart phone users by the year 2017.

Graph 3:- Total Number of Smart Phone Users in India Growth of Smart Phone Users Above

use of smart devices attracted the attention of people in the retail market, production

management and distribution and in fact in the educational areas. The requisite for the growth

of mobile services is high speed data services. The major advantages found are using these

devices and increases in efficiency.

Infrastructure of M-commerce

M Commerce Infrastructure integrates with various front end applications like e-

purse, Bill Payment, Prepaid Top up Vouchers, Vending Machine operation, e Governance

and many more third party applications being offered by various organizations / aggregators /

financial institutes and telcos.

The retail market is ready for implementation of such solutions. M-Commerce

Platform carries transactions securely which are initiated by POS Terminals, Mobile Phones,

GSM / CDMA enabled applications, to backend system and vice-versa.

In past technology had a major impact in helping banks service their customers were

with the introduction of Internet banking. Internet Banking helped anytime and anywhere

access to their banks. Customers could check their account details, get their bank statements,

perform transactions like transferring money to other accounts and pay their bills, make other

payments in the comfort of their homes and offices.

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1.14 Security and Privacy Issues

Mobile Commerce is operating online business transactions through mobile

handheld devices. It allows transactions related to buying and selling of commodities,

services or information over internet platform with the help of handheld devices. Presently

there is easy availability of superfast mobile internet technology, sophisticated, reasonable

and speedy mobile devices alongwith a host of powerful mobile applications, mobile

commerce has been emerging as a hottest, easiest and mostly used advent in business

transactions.

This is the era of technological boom with ubiquitous feature containing mobile

devices in developing countries, future of mobile commerce seems highly promising as more

and more people are becoming part of this revolutionary mobile commerce transaction era.

Though, all the available mobile commerce applications need adequate security and safety

arrangements so that private and confidential user data is no way in danger of financial loss.

The success and prosperity of mobile commerce majorly depend on its safety and security.

The mobile commerce security model needs to make sure to be able to build trust in the

minds of users to make them feel free and confident while using their mobile handheld

devices for performing financial and any other type of important business transactions

without any fear of being mishandled by unwanted people, So this worry free transactions

only can built trust in M-commerce.. The main security related challenges of mobile

commerce as a system majorly come from four areas, mainly the mobile devices, the radio

inference, wireless network infrastructure and mobile applications. Mobile devices store

private, secrete and confidential user related data. Size of handheld devices are very small

and compact so chances of being stolen are high and easy.

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 The network infrastructure of the mobile operator tries to ensure the security of the

user data within and beyond the access network. Any type of security lacking in the network

infrastructure may badly cause termination, rerouting or mishandling of calls which may

cause false billing to the customer. Another and most important security issue is concerned to

making online payment which is performed using internet banking or E-wallets. Both the

payer and payee must authenticate each other before making any kind of online payment

transactions to discourage any fraudulent activity. Today’s life is full on filled with different

apps. Whether we need to go somewhere out we take the help of different cabs like: Ola,

Uber, Meru, Metro, Star and nowadays most popular Jugnoo App. If we are anyways

confused out the route to reach to destination we take the help of Google map or GPS.

There are apps many apps available for girl safety, security and protection like:

Safetipin- Check the safety score before deciding where to stay or live,

Raksha- Women safety alert.

Himmat- A free safety app recommended by Delhi Police.

Women Safety- This app informs and updates dear ones if you are stuck in an unsafe place.

Smart 24*7- This app is supported by various states’ Police to ensure the safety of women
and senior citizens.

Shake2Safety- This is the easiest app, the user to suppose to shake the smart phone or press
the power button four times to send text or call to registered number.

bSafe- This app allows contacts follow you through a live GPS trail.

There are various useful apps for safety of senior citizens. Not just safety but also for making
life easy in their old age. Apps like:

Skype- To remain connected with our dear ones who lives far away.

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MediSafe- This app works as a personal assistant and friend, where user can load list of
medications and set reminders for when they need to take them.

Lumosity- This app help to reduce thr chances of diseases like Alzheimer’s as it provides an
array of puzzles and games which keeps the memory sharp and brain active.

Audible- After a certain age eye sight start to dim. It becomes hard to read to read in small
fonts. This app provides access to over 1, 80, 000 audible toits users.

Calorie Counter- This app measures intake of calories to keep the people fit and fine.

Amazon Kindle is one of a kind app which allows users to access uncountable

books, novels and articles. Apart from this apps to gain knowledge on desired subject and

topic. Apps related to beauty, fashion, fitness and personality acceleration. So, in a way we

all are fully surrounded with smartphone mobile apps which have made our fast life very

easy. We cannot imagine even what would be the life with these comfortable apps.

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 LITERATURE REVIEW

Evolution of Commerce

(Boadi and Sheik, 2006) It is one of the most important revolutions for the way the

business is conducted. Electronic commerce is a type of turning point in the field of

commerce, which enhanced computing power and reduced telecommunication costs. This

transformation in transactions mainly changed the supplier and consumer relationship in

business.

(Boadi and Sheik, 2006) Electronic commerce transaction can be performed in

Business to consumer models (B2/c), Business to Government models (B2G) , Business to

Business model (B2B) and Government to Consumer(G2C) models. B2C model is E-

commerce model where business and transactions take place between a company and

consumers. B2B is a commerce model where transactions are between a company or business

and another company or business. B2G is a type of commerce model where transactions take

place between Business and Government and in G2C customers have interactions with

Government.

2.1- Definitions of E-commerce

(Hasan and Harris, 2009) “Use of electronic transmission mediums to engage in

the exchange, including buying and selling, of products and services requiring transportation,

either physically or digitally, from location to location.”

(Wen, 2009) “E-commerce is buying and selling of information, products and

services via computers, telecommunication networks and streamlined work processes.”

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 Shahriari , S. , Shahriari, M. and Gheiji, S. (2015) Many economists and experts

believe that in recent years, a revolution has occurred similar to the industrial revolution

which the world has entered the information age. It makes large changes in the economic,

social and cultural aspects. One aspect of this transformation is changes in economic relations

between individuals, corporations and governments. Commercial exchange between people

who had been based on paper documents to transactions of by us the systems based on

electronic information. In this article author discuss the benefits of e-commerce and its

impact on the market.

Chanana, Nisha and Doele Sangeeta(2012) According to author E-Commerce

market is flourishing and poised for robust growth in Asia. There are many players who made

a good beginning. Their success largely depends on how well they make understanding of the

market and offering various types of features. This paper gives a clear overview of the future

of E-Commerce in India and discusses the future growth segments in India’s E-Commerce.

Also thrives to find out various factors that would essential for future growth of Indian E-

commerce. And represent the various opportunities for retailers, wholesalers, producers and

for people. In this paper they found that the Overall E-Commerce will increase exponentially

in coming years in the emerging market of India.

Chaithralaxmi and Shruthi (2016) Electronic commerce, commonly known as e-

commerce is buying and selling of products and services by businesses and consumers over

the Internet. Electronic commerce depends on technologies such as mobile commerce,

electronic or mobile funds transfer, supply chain management (SCM), Internet marketing,

online transaction processing, electronic data interchange (EDI), stock management systems,

and automated data collection systems by using handheld mobile devices. Consumers take

advantage of lower prices offer by wholesalers retailing their products. This trend is set to

strengthen as web sites address consumer security and privacy concerns. Due to the

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popularity of e-commerce there is a tremendous increase exchange of goods and services

both regionally and globally. Now-a-days it has become the virtual main street of the world.

This online business refers to the E-commerce which is recently moved in to developing

countries like India. Today, e-commerce has grown into a huge industry. This paper is

outcome of a review of various research studies carried out on E-commerce. The present

study has been undertaken to analyze the present trends of e-commerce in India & examine

the challenges & opportunities of e-commerce in India.

(Shahriari, 2015) Economists have theorized that e-commerce ought to lead to

intensified price competition, as it increases consumers' ability to gather information about

products and prices. Research by four economists at the University of Chicago has found that

the growth of online shopping has also affected industry structure in two areas that have seen

significant growth in e-commerce, bookshops and travel agencies. Generally, larger firms are

able to use economies of scale and offer lower prices. The lone exception to this pattern has

been the very smallest category bookseller, shops with between one and four employees,

which appear to have withstood the trend. Individual or business involved in e-commerce

whether buyers or sellers rely on Internet-based technology in order to accomplish their

transactions. E-commerce is recognized for its ability to allow business to communicate and

to form transaction anytime and anyplace. Whether an individual is in the US or overseas,

business can be conducted through the internet. The power of e-commerce allows

geophysical barriers to disappear, making all consumers and businesses on earth potential

customers and suppliers.

Gangeshwer, D.K.(2013) This paper deals the conceptual knowledge of search

engine marketing (SEM) or ecommerce, literature review, current and future aspects of e-

commerce in Indian context. This paper discussed about the top motivator factors of shopping

online. Researchers explained the types of E-commerce and current prospects o E-commerce

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in India. Simultaneously revealed that all over world in Asia use of internet is highest with

44.8%. Researchers explained the motivating factors for shopping online. At last after

conclusion few recommendations were also suggested with further research areas in

ecommerce are; the quality of sponsored ad text, ad position, Search Engine Optimization

(SEO), PageRank, yellow pages, and bid management etc.

Khan, A., G. (2016) Information Technology has been playing a vital role in the

future development of financial sectors and the way of doing business in an emerging

economy like Bangladesh. Increased use of smart mobile services and internet as a new

distribution channel for business transactions and international trading requires more

attention towards e-commerce security for reducing the fraudulent activities. The

advancement of Information and Communication technology has brought a lot of changes in

all spheres of daily life of human being. E-commerce has a lot of benefits which add value to

customer’s satisfaction in terms of customer convenience in any place and enables the

company to gain more competitive advantage over the other competitors. This study predicts

some challenges in an emerging economy.

Efendioglu , Alev, Murry, William (2005) Differing characteristics of local

environments, both infrastructural and socio-economic, have created a significant level of

variation in the acceptance and growth of e-commerce in different regions of the world. Our

findings show that, in development and diffusion of ecommerce in China, cultural issues such

as “socializing effect of commerce”, “transactional and institutional trust”, and “attitudes

toward debt” play a very major role. In this paper, author present and discuss findings, and

attempts to identify changes that will be required for broader acceptance and diffusion of e-

commerce and propose various approaches that businesses can use to enhance this

development and can be benefited utmost with this robust technological revolution.

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 Awais, Muhammad and Samin, Tanzila (2012) This research paper describes the

invention and accessibility of internet connectivity and powerful online tools has resulted a

new commerce era that is e-commerce, which has completely revolutionized the conventional

concept of business. E-commerce deals with selling and purchasing of goods and services

through internet and computer networks. E-commerce can accelerate economic growth;

enhance business opportunities, competitiveness, better and profitable access to all types if

prevailing markets. E-Commerce is emerging as a new way of helping business enterprises to

compete in the market and thus contributing to economic success. In this research paper we

will discuss about advanced SWOT analysis of E-commerce which will comprise of

strengths, weaknesses, opportunities and threats faced by e-commerce in current scenario.

Straub, D, Khoo H. , Kadiyala S. (2005) The rapid rise of e-Commerce as a

legitimate market has brought a corresponding increase in the number of academic papers on

the subject. Stakeholder theory suggests that, as an emerging research discipline, e-

Commerce research is likely to focus primarily on specific stakeholders and ignore others.

This paper surveys seven of the top nine e-Commerce journals to test this proposition. We

demonstrate that academic e-Commerce researchers concentrate their attentions on two

stakeholder groups, specifically customers and the internal organization (i.e., managers and

employees) of the Net-Enhanced Organization (NEO). Other stakeholders such as suppliers,

indirect stakeholders, investors, and regulators receive disproportionately less research

interest. However, as e-Commerce matures, these neglected themes, topics, industries, and

stakeholders will require increasing attention. We thus explore some of the research questions

relevant to these neglected stakeholders, and argue that IS and e-Commerce researchers

should investigate these emergent issues before researchers in other disciplines do so.

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 Mitra , Abhijeet (2013) Electronic commerce is much more than just another way

to accelerate existing business practices. Rather, e-commerce is a kind of paradigm shift. It is

a new turbulent innovation that is radically changing the traditional way of doing business.

From past few years e-commerce is showing tremendous and remarkable business growth in

our country. Increasing internet users have added fuel to its growth. Ecommerce has helped

online travel industry too in many ways and added a new sales avenue through online retail

industry in our country largely. As per author this study has been undertaken in order to

describe the present status and facilitators of Ecommerce in India, parallely to analyze the

present trends of E-Commerce in India and examine the prevailing barriers of E-Commerce

in India.

Rajasekar, S. and Agrawal, Sweta(2016) E-commerce involves an online

transaction. E-commerce provides multiple benefits to the consumers in form of availability

of goods at lower cost, wider choice and saves time. The general category of ecommerce can

be broken down into two parts: E-Merchandise & E-finance. Many companies, organizations,

and communities in India are doing business using E-commerce and also are adopting M-

commerce for conducting business. Ecommerce is showing remarkable business growth in

India. Day by day increasing internet users have added to its growth. Despite being the

second largest user base in world, just after China (650 million, around 48% of population),

the penetration of e-commerce is low as compared to markets like the United States (266

Million, around 84% population), or France (54 Million, around 81% population), but is

growing by an extraordinary rate, adding around 6 million new entrants and users every

month. The industry consensus reveals that the growth is at an inflection point. India’s e-

commerce market was worth about $3.9 billion in year 2009; it went up to $12.6 billion in

year 2013. In 2013, the e-retail segment was evaluated worth US$2.3 billion. About 70% of

India’s e-commerce market is related to travel. According to Google India, there were 35

70
million online shoppers in India in First Quarter 2014 and has crossed 100 million market by

end of year 2016. By 2020, India is expected to generate $100 billion online retail revenue

out of which $35 billion apparel sector will count to achieve sales set to grow four times in

coming years. This paper is outcome of a review of various research studies carried out on

Impact of E-commerce on Indian Commerce.

Kumar, Rajiv (2011) In this paper author described that the web is the ultimate

customer-empowering environment. With this technological advancement with fast and

robust rate with every coming day more and more people are open to computers and Internet

world. In this paper researcher aims to provide more insight in the implications of e-

commerce to different areas. He primarily focuses on the impacts and emergence of e-

commerce to develop an in-depth sight into the developments of e-commerce. Author closes

this paper by setting potentials for e-commerce. Every coin has its two sides, similarly e-

Commerce is to make the economy grow at a higher pace but there are certain flaws also such

as: growing attrition rate of employees in an organization, taxation problem, privacy issues

which are covered in last section of this paper. In brief internet is now a flourishing industry

and is becoming a business world-wide. Now potential of e-Commerce is wide in the area of

e-CRM, strategic planning and data mining etc. All the transactions in business world are just

a mouse click away.

2.2- M-COMMERCE

2.2.1 Definitions:

"Mobile Commerce simply means use of information technologies and

communication related technologies for the purpose of mobile integration of different value

chains and business processes, and for the purpose of management of business relationships.”

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 Dr. Batra, Sunil and Dr. Juneja, Neenu (2013) this paper is a research on mobile

commerce basically in India. It lists the issues being faced by the Indian M-commerce

industry. Businesses and its strategies are ever changing and dynamic with the advancement

of time and technologies. Earlier, business strategies used to have geographical barriers and

there was limited scope for the growth. But because of rapid advancements in the Internet and

communications technologies geographical boundaries are diminishing. M-commerce

industry is quite young in India. Appox 9% Indians are using smartphones for the purpose of

rapidly consuming services such as gaming, videos, songs and entertainment on their smart

devices and which leads to steady growth in mobile advertising and apps industry. According

to author M-commerce applications have 2 major attributes: broad reach and mobility. In

paper five smart phone markets and market share for 2011, 2012 and 2016 (Based on

shipment) is also described with histogram and schedule. Researcher believes that future of

M-commerce seems bright and shining with the advent of 4G and 5G technologies.

Khatana, Sonam and Dahiya, Monika (2015) In this paper author explained

consumers need not be confined to the computer for a long time to perform online

transactions nor do they need to carry laptops with them whatever they go. In their opinion it

is great leap from E-commerce to M-commerce in the past years. After explaining the

evolution and background of M-commerce, author discussed the recent trends of M-

commerce as the easy and affordable availability of Smartphones with convenient and low

tariff plans. Facts reveal that India is the second largest mobile user in the world. In India

shopping online via smart phones is expected to be a game changer and very soon M-

commerce is going to contribute almost 70% of commerce activities. Researchers revealed

that as per the snapdeal cofounder Kunal Bahl, close to 60% of their orders are coming over

mobile now and as per Flipkart Bhatt, growth in commerce from on-metro cities has been

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noted and this growth can be credited to use of smart phones. Almost 75% consumers make

use of their phones to access interest. Afterwards services offered by M-commerce as

entertainment, News and information and payments of bills were explained in brief. Author

highlighted the growth drivers boosting M-commerce in India. Although language barrier,

low graphical resolution, security, data transmission rate and lack of awareness are serious

issues need to be handled with effective measures.

Satinder, Niharika (2015) The Impact of Mobile Commerce in India: A SWOT

Analysis”, in this papers researchers disclosed the fact that in the last few years, there had

been immense growth of wireless technology in India. This growth led people to do business

using mobile commerce (М-Commerce). Day by day most of the people are shifting to M-

Commerce to attain good and fast transaction into market. M-Commerce is spreading its feet

among Indian people, quickly during last few years. Due to large number of mobile

application, growth rate in mobile penetration in India is increasing day by day. The users has

intensely increased on mobile phone and consuming bandwidth of internet providers.

Although many people have started E-Commerce but still they hesitate to use M-Commerce

because of security problems, payment issues and complexity of mobile applications. This

paper focuses on facts about the feasibility of M-Commerce in India today its growth and the

Strength and opportunity, weakness and threats lying ahead. According to researcher easy

accessibility of Smart phones and enhancement in technology from 2G-3G-4G now 5G has

smoothen the path of M-commerce, with some suggestions like Security, proper data traffic

control system and affordability of mobile devices concluded the paper. Main objective of

this paper was to find out the impact of М-commerce in India. According to author main

growth factors responsible in favour of E-commerce are ease of use, easy accessibility,

security, innovation and affordability. Reasonable rates of smartphones and low tariff plans

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are leading to higher use of M-commerce. Various applications like E-banking, M-shopping,

E-auction, E-education are making life easy.

Deshmukh P., Deshmukh. S., Thampi G.T. (2013) As per the author the М-

commerce is called the subset of E-commerce technology, M-commerce transaction carried

out using a mobile hand held devices. Today internet has become the part of our daily life for

communication, business transaction and market transaction, but India is one country of

many different languages, only 4% of people have knowledge about the English language. In

case М-commerce uses local language, this will not only ensure quickly adoption by the

customers but also will be an instant success. Researcher defined that electronic commerce

and mobile commerce is not only borderline for doing global business and trade but also

offers multiple benefits to the business, government and consumers on large scale. In this

paper researchers attempted to answer the research question that `Is India moving from E-

commerce to M-commerce? For this research information is collected from TRAI, RBI

guidelines available online and different kinds of websites, opinion framed by top

management of online companies, blogs and The Economic Times articles. In this study

researchers identified the potential and scope of E-commerce and M- commerce by reviewing

its current status in India and considering the online users and their usage behaviour.

Researchers observed that customized and innovative services, right regulation and right

models will drive the future Ecommerce and M-commerce and it will occupy large segment

in Indian market. This paper attempted to evaluate the position of E-commerce and M-

commerce in India which will be further helpful for making the dream of Digital India true.

Naware, Archna M. (2016) M-Commerce and E-Commerce facilitate people to

transfer funds, shopping, bidding without going to shops within a moment. E-commerce is

conducted on handheld devices like laptops, desktop computers using internet whereas M-

Commerce is conducted on mobile phones using internet. M-Commerce is E-commerce on

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mobile phones and it is subset of E-commerce. E-Commerce provides the facility of anytime

online transactions and M-Commerce introduced anytime anywhere online transactions. The

ubiquity, reachability, mobility and flexibility features of M-Commerce have increased the

mobile users and mobile internet subscribers in India. M-Commerce is implemented through

mobile applications. People prefer using mobile applications instead of web application for

utility bill payment, ticket booking, fund transfer, email and so on. Thus M-Commerce is

replacing E-commerce with great speed. Along with many advantages M-Commerce have

disadvantages too such as tiny screen of device, weak processors, limited memory, poor

resolutions, poor data entry, and lack of WAP-enabled devices, expensive data speed, and

shortage of bandwidth. This paper sheds light on the M-Commerce, its applications,

advantages, disadvantages and the growth of M-Commerce in India.

Budde, P. Australia (March 2010) According to this paper communication expert,

provides the overview of mobile commerce in the Australia and identifies the impact factor

that will be important for the future of the market transaction. Paul resist that, М-commerce

market place in Australia is small compare to Asian market.The main objective behind

writing this paper was to present how mobile commerce and mobile payment go hand in

hand. Not just shopping and commerce has become easy and mobile but payment options

have become far easier. Only considerable factor remain is security and speed issue.

Technological advancement incorporates merits and demerits as well. So if safety issues are

taken proper care of people hesitation for using E-wallets and online transactions options will

vanish.

Sanjay K. S. (2007) Author states that, the dramatic increase in mobile phone usage

has produced a new avenue for marketing applications and services. Mobile has become the

leading way for accessing communications because setting-up mobile network is cost-

efficient parallel mobile provides greater flexibility and ease to use than landline phone

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Mobile hand held technology is cost effective and also provides a better flexibility and

effectiveness to its users. М-commerce is also a subset of E-commerce, but the main

difference is that М-commerce uses wireless technology. So it provides flexible and

convenient experience.

Gupta Chandan, Prof. Chndhok Anil & Dr. Gupta Meena (2016) According to

researcher Hardship of M-commerce in India: Problems & Challenges” Electronic commerce

has connected us to the global business and trade and now the shift from E-commerce to

mobile commerce have paved the way to connect all the customers using Smart phones to the

Global market. Individual entrepreneurs are also adopting M-commerce for doing business. It

is considered as next generation wireless e-commerce that needs no wire and plug-in devices

for communication and transactions. According to researcher the requirement for mobility

seems to be a primary driving force behind M-Commerce applications like Mobile Banking,

Mobile Entertainment and Mobile Marketing etc. The remarkable growth in the use mobile

phone and the demand of Indians shows that major Indian population has adapted to mobile

phone and advancement in mobile technology and its usage. M-commerce is at initial stage in

India. Researchers also focus on the challenges as although people have started getting

familiar with e-commerce but still they feel hesitant to use m-commerce because of different

problems and complexity of the mobile applications such as security issues, payment

problems and awareness about M-commerce applications and its usage techniques etc.

Gupta, D. S., & Vyas, M. (2014) Author analyzed that M- commerce is at emerging

level in India and it is little complex to adapt. People have started adopting mobile not just to

make phone call but use it for web access, chatting, surfing and also shopping. He has

discussed about which way m-commerce is developing in India and identified clear context

and assistant prevailing mechanism. He had discussed about pros and cons of m-commerce in

India, similarly the way coin has two sides so as every technology has the same two sides.

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The main countable advantages are user-friendly, easy to carry off; suitable to modern

lifestyle; low internet connective area and cost etc. and drawback includes lack of internet

connectivity, language barrier, less graphic resolution, less number of mobile phone users as

compared to rest of the developed countries, etc. Emerging M-commerce is complex to adapt

in India. Now Indian users have started getting acquainted using M-commerce for web

access, surfing & a few times shopping. They have also focused on how M-commerce

emergence & development in India along with some benefits & drawback of M-commerce in

India.

Batra, D. S., & Juneja, D. (2013) In this research paper researchers listed the issues

faced by M-commerce as an industry and also discussed about the internet speed, security

and safety and addressed issues to pay online & make purchases that are not sufficient in

India. The rapid and fast growth of arrival of m-commerce makes it quite difficult to analyse

the technological problem related with it, especially the privacy issues & security issues

related problems to utmost. This research is largely extended on mobile commerce in India. It

highlights and addresses the issues faced by Indian M Commerce Industries. He has

discussed some definitions of M Commerce by Lehman Brothers, Ovum, and Forrester. He

discussed various devices in detail in his research. He had also examined the sales rate of

smartphone and available users of smartphones in India which states tremendous increase in

the graph, although it is new and at infant stage in India. According to researcher the boost

drivers behind growth of m-commerce are Instant Connectivity, Personalization factor,

mobility Factor, Immediacy, Localization, ubiquity etc. but he is also worried about the

security issue and speed that is not sufficient to make purchases and pay online.

Niranjanamurthy M, Kavyashree N, Mr S. Jagannath (2012) In this research

paper security issues especially where exchange of money and transfer of money is involved

is a great challenge both for the user and the M-commerce service provider because M-

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commerce is not possible without a secure and safe environment is the highlighted points of

research. E-commerce is widely considered as the buying and selling of products over the

internet platform, but any transaction that is completed solely through electronic measures

can be considered e-commerce. According to author E-commerce is subdivided into three

categories mainly: Business to Business or B2B (Ex: Cisco), Business to Consumer or B2C

(Ex: Amazon), and Consumer to Consumer orC2C (Ex: eBay) also called electronic

commerce. M-commerce term is used to refer to the increasing practice of conducting

financial and promotional activities with the use of a wireless handheld device. The term m-

commerce is short form of mobile commerce, and recognizes that the transactions may be

conducted using mobile phones, personal digital assistants (PDA) and other hand held

devices that can be operated with Internet access. E-commerce Security is a part of the

Information Security framework and is specifically applied to the components that affect e-

commerce that include Computer Security, Data security and other wider realms of the

Information Security framework. E-commerce security has its own particular nuances and is

one of the highest visible security components that affect the end user through their daily

payment interaction with business.

Randy C. Marchany (2002) In this research issues regarding trust factor and safety

of the business operators & clients on the use of the internet for doing business are described

as one of the biggest hurdles due to which they revised and went back to the traditional

methods of doing businesses. Educating and making aware to the users on issues like safety,

security, fraud, carefulness while making online payments and fund transfer on internet

platform. Using E-commerce and M-commerce is the most crucial element but still it is in its

infancy stage. Programmes or call it virus like Trojan horse etc. which can be easily sent to

remote computers with the help of email attachment can by-pass the authentication &

authorisation mechanism used in E-commerce is supposed to be the greatest threat to the

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online commerce platform currently. Without trust, most prudent business operators and

clients may decide to forgo use of the Internet and revert back to traditional methods of doing

business. To counter this trend, the issues of network security at the ecommerce and customer

sites must be constantly reviewed and appropriate countermeasures devised. These security

measures must be implemented so that they do not inhibit or dissuade the intended e-

commerce operation.

Varshney gagan & Madan P. (2010) This paper focuses on emergence of M-

commerce in India. Responsible factors of replacement of traditional commerce with M-

commerce are discussed with its merits and demerits. This study tries to present a clear

picture of functions which are making the shopping and commercial experience of an

individual and a business easy along with the barriers and dilemma which are defeating the

sole purpose of ease and convenience to users. Author has emphasized on the requirement of

mobile user views to be involved in the designing of mobile devices and also the

collaboration of handset manufacturers and software engineers providing M-commerce

platform. Designers and handset manufactures need to overcome from myopia and feature

function and options should be incorporated from users point of use is the essence of this

study.

Gupta, C., Prof Chandhok, A. & Dr. Gupta, Manu (2016) Researcher lists that

mobile commerce has connected us to the global business and trade and now the shift from

ecommerce to mobile commerce have paved the way to connect all the customers using

Smart phones to the Global market. Now with the advance technology people are gradually

shifting to M-commerce. Individual entrepreneurs are also adopting M-commerce for doing

business. It is the next generation wireless e-commerce that demands no wire and plug-in

devices. According to researchers in this paper the need for mobility seems to be a primary

driving force behind M-Commerce applications such as Mobile Banking, Mobile

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Entertainment and Mobile Marketing etc. The remarkable growth in the use mobile phone

and the demand of Indians shows that major Indian population has adapted to mobile phone

and advancement in mobile technology. Usage of mobiles have become smart and is not

limited for making basic phone calls, messaging or playing games but can be used virtually in

every sector of human activity whether it is private, business or government. Findings of this

paper show that the number of telephone subscribers in India inhanced from 996.49 million at

the end of Mar-15 to 1006.96 million at the end of June 2015, registering a growth of 1.05%

over the previous quarter. This reflects year-on-year (Y-O-Y) growth of 6.79% over the same

quarter of last year. The overall density in India is 79.98 as on 30th June, 2015.

Abhijeet R. Patil, (2017) This paper focus on how Mobile – Commerce has become

fastest growing alternative for carrying out business transactions. Now days with the use of

mobile phones and internet tools, people do variety of business related transactions e.g.

online shopping, mobile ticketing, online Auctions etc. Now most of the organizations viz.

banking sector, consumer goods, telecom, transport, insurance, and health has extended their

service on the mobile phones devices. Still how people find it difficult to understand its

infinite possibility of uses and perspectives. Also fear related to identity and security of

personal information being hacked or getting misused for unlawful activities. This anxiety

increases while doing money transactions on the internet or sharing personal information for

online activities. This paper identifies the facts that how M-commerce uses wireless and

mobile technology and gives an insight about the strength and weaknesses of the Mobile –

commerce.

Dingra, Kush , Bhardwaj, Abhishek and Agrawal Aashish (2015) The purpose of

the research paper is to identify the progress and future direction of M-commerce. Here

buying and selling of goods and services is done by equipment called mobile which is

wireless handled device. M-commerce is the next generation of E-commerce which enable

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user to access internet without need of a place plugin. Today, mobile is not use for sending

message or calling but it also used for other ways like web browsing etc. The technology

used in M-commerce based on wireless application protocol (WAP). M-commerce helps in

improving relationship with customer. Explain the merits, demerits scope, Diff bet M-com &

E-com. Concluded as The presence of M-commerce has improved the way how we conduct

business. Still there is a lot of work, which can be done for M-commerce for its growth. M-

commerce market grows in India due to growth of financial area and no. of smart phone

buyer is increasing. But if we talk about India, it still takes some year to develop compare to

nation like China which is developing very fast. Due to M-commerce our time saves due to

online transaction on mobile which is less expensive compared to E-commerce.

Agrawal, Anshu, Dr. Pravin and Bhatawal, H. (2015) In this paper researcher

believes that people are now becoming “Mobify” and also it is available at very nominal and

reasonable prices. The numbers of users have drastically increased on mobile phones and

consuming huge bandwidth of mobile Internet Providers. Although people have become used

to of using e commerce but still they hesitate to use m commerce because of security issues,

payment related problems and complexity of the mobile application etc. In coming future

soon it is going to replace all form of sales and services. As far as implementation part of m

commerce is concerned it is not only the users who are facing problems but also the providers

or the business is facing the problem. Authors Concluded as there are many reasons for

success and failure of m commerce. Also in future there are lots to be worked from the

government side and provider side to make m commerce a success.

Jahanshahi A., Miraze A. and Asadollahi A. (2011) In this paper authors have

proposed a study about brief description about mobile wireless technologies, practically

relationship between E- commerce and M- commerce, help business to define what they can

derive and gain from M- commerce , fundamentals of e commerce and m commerce,

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categories of mobile commerce applications. He has discussed various definition of m

commerce defined by others and briefly discussed on Applications of M- commerce that have

received acceptance at all levels of society. It can be used for many applications like Travel

and Ticketing, Education, Health care, Traffic etc. He had also brought the fact into

consideration about the use of m commerce in China and Brazil and India, about how it has

increased from 2010 to 2011. At last it is suggested that M-commerce providers to improve

user interface, and implement innovative pricing structures.

Tandon R., Mandal S. and Saha D. (2003) According to researchers, М-commerce

in itself has explored and presented the possible problems in mobile commerce. Researchers

had tried to bring out the possible benefits and issues associated with this wireless

technology. Many wireless technologies have been discussed in the paper. Further they

extended the research addressed and explored the possible issues in M-commerce and

discussed the prevailing challenges associated with wireless technology protocols like GPRS,

WAP, UMTS. Author reveals that there has been a splendid growth in wireless technology in

the last few decades. This growth has changed the shopping experience of users alongwith

how people do business in Mobile Commerce (M-Commerce) environment. For creating a

more secure, safe and flexible m-commerce infrastructure in order to fulfill the new emerging

demands, we need to explore and develop new technologies like 3G/UMTS, Bluetooth,

EDGE and at the same time utilize the older ones like WAP, GSM, HSCSD, and GPRS. In

this paper above mentioned technologies are mentioned in very detail to explain the technical

perspective of M-commerce. Along with positive side, challenges related to M-commerce are

also mentioned.

Dr. Latha, Madhavi ( 2017) According to her in today’s world where globe is

being treated as village M-commerce have paved the way to connect all the consumers using

smart phones to the global market. The global Smartphone market is growing fast with

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continuous advancement in technology and digital trends. The worldwide Smartphone users

are forecast to reach 2.1 billion and in India the number of smart phone users is estimated to

reach 340.2million in 2016. M-commerce is well known for multiple benefits to the business,

government, and consumers on massive scale. All the companies, organizations, and

communities in India who are doing e-commerce are gradually shifting to M-commerce

which is an advance technology. The exceptional growth in the use of smart phone in India

shows that majority of Indian population has adapted to mobile phone and advancement in

mobile technology. In this paper researcher described the growth factors like affordability,

convenience, security and ease of use. Also focused on facts and barriers like language, R

OPO effect, privacy, standardization and lack of speed. Suggestions regarding speed, trust,

security and proper development of internet infrastructure are also given by researcher.

Parveen, A. , Habib, S. & Sarwar , S. (2012) According to this paper World Wide

Web is now an important ad practical medium for customers, information seekers, business

owners and entrepreneurs. The growth in options and power of internet provides proper

opportunities for rising up services to customers. M-Commerce has been widely accepted in

almost all the areas as well as, has become a popular way of business nowadays. This paper

provides an insight of the basic fundamentals of M-Commerce and e commerce. This paper

also discusses how E-Commerce transactions can be done over wireless network through

mobile devices with ease and convenience. The growth forecast for both Business-to-

Consumers (B2C) and Business-to Business (B2B) aspects of E-commerce over the coming

few years is phenomenal by any standard for all the reasons. One point that should be

undoubtedly mentioned here is that nearly all E-commerce applications envisioned and

developed so far assume fixed or stationary users with wired infrastructure, such as a browser

on a PC connected to the Internet using phone lines or a Local Area Network (LAN).

83
 Chari, Suresh & Kermani, Parviz (2017) In this paper M-commerce is defined a

new area arising from the association of electronic commerce with emerging mobile and

pervasive computing technology. Researcher is more considered with the security and

privacy issues. According to him the situation is not good, since history has shown that

security is very difficult to retro—fit into deployed technology, and pervasive m– commerce

promises (threatens?) to permeate and transform even more aspects of life than e–commerce

and the Internet has. In this paper, they tried to begin to rectify this situation: we offer a

preliminary taxonomy that unifies many proposed m–commerce usage scenarios into a single

framework, and then use this framework to analyze security issues.

Deepu Saini and Dr. Vijay Singh Rathore (2012) Electronic commerce is the most

rapid growing field in today’s scenario. It is majorly used for Purchasing Order i.e. for

buying and selling electronic goods and all other type of things. According to author

although M-commerce as a new technological option is being used by customers and

business sectors remarkably, But still there is need for development of a number of e-

commerce protocols, which ensure integrity, confidentiality, atomicity and fair exchange.

Kaur, Rupinder & Singh Sofia (2016) The objective of this research paper is to

analyse the significant growth of Mobile commerce in India. E-commerce is related to all

types of commercial transactions that involve individuals and organizations based on the

electronic processing of data on the other hand Mobile commerce (M-commerce) is the

buying and selling of goods and services by using mobile phones over internet platform. M-

commerce is at emerging and introductory level in India. The facility of mobility seems to be

a primary driving force behind M-Commerce applications such as Mobile Banking, Mobile

Entertainment and Mobile Marketing etc. This paper highlights the issues being faced by the

Indian M-commerce industry. Earlier, business strategies were based on limited geographical

area and scope for the growth. M-commerce industry is young in India. Around 36% Indians

84
are using smartphones for the purpose of rapidly consuming contents such as gaming, videos,

songs and entertainment on their smart devices and this leads to steady growth in mobile

advertising and apps industry. Without any doubt mobile commerce needs some development

in specific area like secure transaction, better shopping experience and enhanced graphics.

M-commerce – The Next Generation, Commerce: Grant Thornton, CII, I Dec

(2016) M-commerce is the next revolutionary way of doing business after e-commerce,

which is set to change the landscape of businesses. The term m-commerce came into

existence in year 1997 when Kevin Duffey firstly used M-commerce at the launch of the

Global Mobile Commerce Forum organised in the United Kingdom, it was defined as “the

delivery and availability of electronic commerce capabilities directly into the consumer’s

hand, anywhere, via wireless technology.”M-commerce is expected to replace e-commerce as

the preferred method for digital transactions and communication as content delivery over

wireless devices becomes more scalable, faster and most importantly secure. As per publicly

available sources the current online shoppers are in the range of 80 to 100 million and

expected to increase 175 to 220 million by 2020. As per media reports, Mobile wallet

companies have witnessed significant growth and profit post demonetisation.

The Indian Express (2016) According to this article the Centre’s decision of

demonetization has really felled up the m-commerce industries in the country and most of the

retail commerce and traditional commerce will shift to mobile in the near future. This step of

demonetization was exactly the awaited phenomenon M-commerce ecosystem in India was

looking for. In simple words M-commerce is sale and purchase on electronic platform. On the

other hand Smartphone usage and adaptation has also grown at an explosive pace in recent

past. We expect it to grow even with faster pace with demonetization and entry of new and

giant service providers such as Reliance Jio. According to facts of report Mobile Internet user

base in India has increased to 371 million in 2016 and the user base is expected to annually

85
grow by 50 million till 2019. Online shoppers in India are expected to grow more than double

by 2020, it noted. “The current online shoppers in India are in the range of 80-100 million

and expected to reach to 175-220 million by the year 2020. It is also found that 60 per cent of

online shoppers prefer mobile devices to traditional shopping options. It noted that mobile

wallets have become a key enabler and mode of payment for m-commerce nowadays. All

these facts and figures prove that demonetization has turned as boon for M-commerce.

Softprodigy#SCOPE OF MOBILE (Report) In this paper researcher defined the

exchange of goods and services on mobile devices such as Cell phones, PDAs etc. which are

not only electronic devices but also mobile in nature too. The M-Commerce market has been

remarkably boosted up by the ever increasing sales of cell phones across the world. In fact, it

will reach 175-220 million by the year 2020.For all these reasons Mobile commerce market is

expected to grow and groom at a 300% faster pace than the traditional E- Commerce soon.

However, one of the biggest driving forces of advancement in the mobile industry which has

turned out to be a boon for M-Commerce sector has been the development of mobile

applications in the past decade. According to a recent research report, more than 85% of the

time spent on a smartphone is on mobile apps by the users. Mobile services like M-shopping,

M-banking, M-education, M-ticketing, M-marketing have really made the life

easy.Applications related to travelling, games, entertainment, shopping, hoteling, E-wallet

have made the life convenient, removed geographical barriers and suitable for today’s life

style.

Nagi & Gunasekaran (2005) Author in this paper believes that M-commerce is still

in its growing stage. A sincere effort in this paper is made to the potential opportunities for

further research and applications. The main objective behind writing this paper is to bring in

light the state of art in M-commerce research and related applications to initiate further

research on growth of M-commerce technologies. This paper attempts to review the literature

86
related to M-commerce and its applications by using suitable classification to identify the gap

between theory and practice and future research directions.

Sharma, Anubhuti (April, 2018) This paper analyzed the effect of demonetization

on M-commerce in India. Firstly author explained what M-commerce and Demonetization

mean. According to author in India people were more habitual to cash transaction earlier,

although many options of E-wallets and E-payment options were available. Like Paytm,

Freecharge, Mobikwik, Bank wallets were available from long back, but post demonetization

when there was scarcity of hard cash then actually people start adopting various available

options of shopping, payment, entertainment and other services. This way author of this paper

in detail studied pre and post demonetization effect using primary data. This paper was

concluded with suggestions of increased safety and security features during online

transactions.

87
 RESEARCH METHODOLY

3.1 Research Purpose

We all are aware that M-commerce is rapidly penetrating every sector of life in

India. In order to understand the effectiveness of this latest technology, how its related factors

are influencing the acceptance and usage of mobile commerce and to be identified its

requirement. Other than this how business sectors and companies are making strategies to

take advantage of this changing phenomenon. Building successful strategies for the mobile

market place by recognizing the driving forces which are actually playing one of the major

roles in determining the present status of M-commerce in India. As we discussed that M-

commerce is still new technology for India so what is the status of user’s responsiveness and

level of acceptance. Our purpose for conducting this research is to investigate the growth

factors responsible and also to understand the factors due to which M-commerce is yet to

reach to its expected place.

3.2 Research Objective

This research focuses on factors affecting the use of M-commerce in by Indian

consumers. The concept of M-commerce is new to India and still it is in growing stage. The

objective behind conducting this research is to know the influencing and driving factors

which make consumers use M-commerce.

 To study the prevailing factors of M-commerce.

 To study the factors which are affecting the use of M-commerce by

Indian consumers?

 To Study various platform of M-Commerce

88
3.3 Type of Research

This thesis is based on Descriptive Research. Descriptive Research describes the

situation, community, phenomenon, outcome or programme. The goal of this type of research

is to describe the data and characteristics about what is being studied. The annual census

carried out by the Government of India is one of the best examples of descriptive research. It

deals with the exploration or establishment of a formulated proposition. The findings of

descriptive studies are largely of a diagnostic nature. i.e., the studies indicate the existing

symptoms of a particular situation without establishing the causality of the relationship.

3.4 Research Approach

This research is conducted with intention to investigate the factors affecting the use

of M-commerce by Indian consumers. To proceed further for research closed ended

structured questionnaire is designed and survey is conducted on Indian smartphone users who

are aware and users of M-commerce. In order to have better understanding in the subject

many literatures are reviewed and proposed hypothesis are considered. Aim of this

quantitative research is to examine the relationship between one factor or construct to another

in a population which results build theories and hypothesis related to phenomenon. Detailed

data is collected using closed ended questionnaire, surveys and interviews.

3.5 Research Hypothesis

H0: There is no significant impact of affecting factors on the use

of M- commerce.

H1: There is significant impact of comparatively low prices on the of

M-commerce.

89
 H2: There is significant impact of busy life style on the use of M-

commerce.

H3: There is significant impact of large youth population on the use of

M-commerce.

H4: There is significant impact of language barrier on the use of M-

commerce.

H5: There is significant impact of mobility feature on the use of M-

commerce.

H6: There is significant impact of reduced rates of smart phones on the

use of M-commerce.

3.6 Area of Study: Indore City

3.7 Sample Design and Selection

The population of this research is M-commerce users in India with special reference

to Indore. The sampling technique that was used here is “Non-probability sampling”. In this

case intentionally only M-commerce users are selected as respondents. Survey based research

is being done where researcher needs to estimate the characteristics of the population from

the sample.

All M-commerce users were selected randomly and are they user M-commerce and

smartphone were the screening questions. If they said no they were being removed from the

survey and if answered yes the questionnaire was hand to them. Questionnaires were

distributed in person, some were directly e-mailed out of 300 were received nearly 250 were

recognized as valid ones after data cleansing.

90
 3.8 Sample Size: Sample Size is of 250. Respondents are the users of smartphones and M-

commerce.

3.9 Data Collection Method

Data collected for the thesis is “Primary” because, it’s new data collected

specifically for thesis research objective and at the time of conducting this research there

were mo secondary data available. Hence, information collected through this survey is

considered as primary resource.

3.10 Questionnaire Design

Questionnaire is a collection of array of questions in order to collect and record

needed information applied by researcher during the course of research. In this research all

the queries are first chalked out and then arranged by applying all the essential variables for

research and got properly filled by the respondents. Measurement scales are used to test the

intensity and qualities on the information collection tools. There are three types of measured

nominal, ordinal and ratio scales.

In this research questionnaire is based on Five point Likert Scales with end points as

[1] Strongly Agree [2] Agree [3] Neutral [4] Disagree [5] Strongly Disagree were used to

examine respondents responses to the statements.

There are three sections of questionnaire. In the first section, demographic questions

collected information about respondent’s gender, age, profession and education. In second

section questions related used of mobile were asked. Questions like for how long they have

been using mobile phones and for what purposes other than making and receiving calls.

Third section is purely related to M-commerce, most of the questions were based on

Five point Likert Scales.

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3.10.1 The questionnaire

The questionnaire in divided into three parts: The first part is related to demographic

section questions asked about respondents (Table 1). Second section is related to use of

mobile and mobile commerce (Table 2) and third section is related to present scenario and

future of M-commerce (Table 3).

Table 1- This table is related to demographic questions of the respondents.

Table 1 Demographic Information of Respondents

Section Variable Related Scale Response

Question Pattern
Demographic Information of Age Age Nominal Multiple
Respondents Answers

Occupation Occupation Nominal Multiple

Answers

Education Education Nominal Multiple

Answers

Gender Gender Nominal Two Answer

Monthly Monthly Nominal Multiple

Income Income Answers

Table 2 – This table is based on use of mobile commerce.

Table 2 Use of Mobile Commerce

Section Variable Related Question Scale Response Pattern

Use of Length of mobile Length of use Nominal Multiple Answers

mobile and service use

Use of mobile Occupation Nominal Multiple Answers

phone other than

making calls

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 Table 3 – This table is based purely on mobile commerce. Different factors and

measures are taken to analyze date on different scales. Form of answer is 5 point Likert scale.

Section Measure

1- M-commerce can be accessed anytime

from anywhere

Ease of Use 2- No Geographical constraint

3- Perfectly matches with fast pace life.

4- Save time of shopping

5- Easy transactions

6- Makes shopping experience easy

7- Easy to learn

8- I perceive the utmost use of mobile

commerce in today’s scenario

Usefulness 9- M-commerce makes life easier

10- It provides betterment of life

11- M-commerce enhances the

effectiveness of shopping

12- Provides multiple choices and options

13- M-commerce is a threat to privacy

14- It is sheer wastage of time

15- Online shopping through M-commerce

enhances habit of unnecessary shopping

16- M-commerce definitely pampers

consumers
17- Improves online shopping and
transaction

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 18- Improves efficiency of online
transaction
Consumer pampering 19- Suits lifestyle

20- Expensive smart phones

Cost 21- Low rate of internet tariff

22- Monetary transactions are risky

Threat to Privacy 23- Invasion to Personal privacy

24- All personal information comes online

25-Risky in purchase of potential products

26- Low speed is the greatest hurdle in the

way of M-commerce
Hurdles of M-commerce 27- Language is also one of the hurdles

28-Prevailing illiteracy is a big hurdle

29- Remarkable boost to M-commerce

30- Lack of money motivated to use E-

wallets
Demonetization Effect
31- Enhanced use of E-wallets and mobile
Banking

32- Suits present lifestyle

Compatibility 33- It provides value for money

34- Time is more precious in today’s fast

life
35- Consumers get ample no of shopping
options

3.11 Data Analysis

Data analysis is “The systematic organization and synthesis of the research data and

the testing of research hypothesis, using those data.” Data analysis also entails “Categorizing,

94
ordering, manipulating and summarizing the data and describing them in meaningful terms”

(Brink 1996: 178). The filled and completed questionnaires were subjected to statistical tools

to analyze the data. As a researcher I used some numerical facts and data which can I further

analyzed using data analysis tools to draw concrete conclusion and attain the objective for

conducting research. There are numerous statistical techniques for analyzing data according

to nature of study.

Collected data is first classified into various attributes and variables for the

presentation of respondents. After classification the respondents’ responses and information

in presented in table form matching the objectives of study and related hypothesis. The

findings are discussed and the data is presented in the form of frequency tables and bar

graphs in chapter 4.

3.12 Data Analysis Tool

1. Diagrams and Graphs (Pie and Bar Graphs)

2. Central Tendencies (Mean, Median and Mode)

 The Mean

The Mean is one of the most useful and widely used methods to find out the

average in statistics. It is calculated by adding up all the number and dividing that sum

by the total number of numbers.

x̄ = (Σ xi) / n

 The Median

In simple words, Median is the middle value in the list of numbers. To calculate the

Median value, the list should be arranged in the ascending order first, then the formula

is stated as:

95
 If the total number of numbers (n) is an odd number, then the formula is

given below:

Median= (n+1) th term

If the total number of the numbers (n) is an even number, then the

formula is given below:

Median= (n)th term + (n+1) th term

2 2
2

 The Mode

The mode is the most frequently occurring score or value

3. Standard Deviation for finding deviations between observations.

Standard deviation is the measure of spread most commonly used in statistical

practice when the mean is used to calculate central tendency. Thus, it measures spread around

the mean. Because of its close links with the mean, standard deviation can be greatly affected

if the mean gives a poor measure of central tendency.

4. Coefficient of Variation

Calculating variance involves squaring deviations, so it does not have the same unit

of measurement as the original observations. For example, lengths measured in metres (m)

have a variance measured in metres squared (m2).

96
 CV = (Standard Deviation (σ) / Mean (μ))

5. Coefficient of correlation

The Pearson correlation coefficient is a very helpful statistical formula that measures

the strength between variables and relationships. It means the study of existence, magnitude

and direction of the relation between two or more variables. in technology and in statistics.

Correlation is very important. The famous astronomist Bravais, Prof. Sir Fanci’s Galton, Karl

Pearson (who used this concept in Biology and in Genetics). Prof. Neiswanger and so many

others have contributed to this great subject.

6- Chi- square(X2) test for testing qualitative nature of hypothesis-

A chi-squared test, written as χ2 test, is a non-parametric statistical hypothesis test in

which the sampling distribution of the test statistic is a chi-squared distribution means

without assuming that the population is normally distributed when the null hypothesis is

proven true. Chi-squared test often is used as a short form for Pearson's chi-squared test. The

chi-squared test is used to find that whether there is a significant difference between the

expected frequencies and the observed frequencies in one or more categories and variables.

7- Two Way ANOVA (Analysis of Variance) Block Randomized Design

Analysis of variance (ANOVA) is a collection of statistical models, techniques and

their associated procedures which are used to analyze the differences among group means.

97
ANOVA statistical technique was developed by statistician and evolutionary biologist Sir

Ronald Fisher. Under ANOVA setting, the observed variance in a particular variable is

partitioned into components attributable to different sources of variation.

Steps-:

1) Computing SStotal:

2) Computing SSwithin:

3) Computing SSbetween:
2 2
SS betw = [ T ]  G
n N

4) Mean of Squares

Source SS df MS F
_____________________________________________________
Rowwiswe SSR R-1 SSR/df (1)F=
Columnwise SSC C-1 SSC/df (2)F=
Errorwise SSE 1 (R-1)(C-1) SSC/df
Total TSS RC-1

98
 DATA ANALYSIS

This chapter presents Data Analysis and the observations. Individual characteristics and

demography based information of respondents taken as sample are considered for analysis.

Hypothesis and objectives of research are taken under consideration to analyse the data.

Different types are tests are conducted in this chapter. Descriptive analysis of sample and

correlation matrix of the research is presented. Tests like Descriptive Frequency Test,

Correlation, Regression, Chi-Square, ANNOVA, Multivariate analysis of variance

(MANOVA) of research variables regarding age, gender and specialization is performed.

4.1 Descriptive Statistics

Data collection took place among mobile subscribers in India. 300 questionnaires

were distributed and 250 were returned as valid data. The complete data was checked,

classified, numbered, tabulated and the results were highlighted by preparing tables.

Percentage was calculated wherever required for betterment of analysis and interpretation.

Bar charts and Pie charts are used for data interpretation for better understanding of research.

Before initiating the analysis of the collected data

4.1.1Classification of Respondents according to Gender

Table 4.1 : Listing Respondents Gender

Gender Frequency Percent

Male 132 52.8%

Level of Gender Female 118 47.2%

Total 250 100%

99
 Interpretation-

As per the statistics depicted through the Table 4.1 it is shown that 132 out of

250(52.8%) respondents are male, 118 out of 250 (47.2%) of the respondents are

females.

Respondents according to Gender

54.00%

53.00%
52.80%
52.00%

51.00%

50.00%

49.00%

48.00%

47.00%
47.20%
46.00%

45.00%

44.00%
Male Female

Graph 4.1 showing Respondents Gender

Inference-

The graph 4.1 clearly shows the ratio of male and female respondents in the M-

commerce survey and we find more male participants.

100
4.1.2 Classification of Respondents according to Age

Table 4.2 : Listing Respondents according to Age

AGE

Valid 250

Missing 0

Mean 2.84

Median 2

Mode 2

Sum 710

AGE

F P Vali Cumulativ
requency ercent d Percent e Percent
Below 15
8 3.2 3.2 3.2
15‐25
120 48 48 51.2
26‐35
51 20.4 20.4 71.6
36‐45
49 19.6 19.6 91.2
46‐55
19 7.6 7.6 98.8
Above 55 3 1.2 1.2 100

Total 250 100 100

101
 Interpretation:

The table 4.2 shows that the majority of respondents belong to age between 15-25

(48%), 20.4% are between 26-35 and 19.6% respondents are in age group between

36-45.

Respondents according to Age Group

60
48
50

40
Percentage

30
20.4 19.6
20

10 7.6
3.2 1.2
0
Below 15 15‐25 26‐35 36‐45 46‐55 Above 55
Age

Graph 4.2 showing Respondents Age

Respondents according to Age Group

1% 3%

8%
Below 15
15‐25
20%
26‐35

48% 36‐45
46‐55
20% Above 55

Graph 4.3 showing Respondents Age

102
 Inference-

Graph 4.2 and4.3 shows different percentage of age groups participated in the survey

with the help of bar chart and pie chart. Maximum respondents are in the age group of

15-25(50%)

4.1.3 Classification or Respondents on the basis of occupation

Table 4.3: Listing Respondents on the basis of occupation

OCCUPATION

N Valid 250

Missing 0

Mean 2.68

Median 3

Mode 3

Sum
671

103
 CCUPATIION

Percce Valid C
Cumulative

Frequ
uency nt Perrcent Perrcent

122 4.88 4.8 4.8

877 34.88 34.8 39.6

1228 51.22 51.2 90.8

144 5.66 5.6 96.4

9 3.66 3.6 100

2550 1000 100

Interprretation:

From the occupation point of viiew, most of the samplles are studeents and em
mployees

as show
wn in Table 4.3

Respon
ndents Occcupation
4%
5%
5%

Housewife

35% Employee
Student
Business
51
1% Any Other

Graphh 4.4 showing Respond

dents Occuppation

104
 Graph 4.4 shows pie chart with percentage of various occupations of respondents

participated in the research. Maximum respondents belong to student’s category.

4.1.4 Classification or Respondents on the basis of Education

Table 4.4: Listing Respondents on the basis of education

EDUCATION

N Valid 250

Missing 0

Mean 2.87

Median 3

Mode 2

Sum 718

EDUCATION

Cumulative

Frequency Percent Valid Percent Percent

Valid School Student 15 6 6

47.2

Under Graduation 103 41.2 41.2

68.8

Graduation 54 21.6 21.6

105
 92

Post Graduation 58 23.2 23.2

Professional 98.8

Degree 17 6.8 6.8

100

Any Other 3 1.2 1.2

Total 250 100 100

Interpretation: Table 4.4

Shows education level of the respondents. It is observed that 103 are under graduates. That

means 41.2% are under graduates who were found interested in responding for this area of

research while 58 respondents (23.2%) are post graduates and remaining 54(21.6%) of

respondents are graduates.

No of Respondent according to Education

41.2

21.6 23.2

6 6.8
1.2

School Student Under Graduation Post Graduation Professional Any Other

Graduation Degree

Graph 4.5 Showing number of Respondent According to Education

106
Inference:

Graph 4.5 shows bar chart with percentage of various education level of respondents

participated in the research. Maximum respondents belong to under Graduates category

which is 41.2 %.

4.1.5 Classification or Respondents on the basis of Monthly Income

Table 4.5: Listing Respondents on the basis of Monthly Income

Monthly Income

N Valid 250

Missing 0

Mean 2.14

Median 1

Mode 1

Sum 534

Monthly Income

Valid Cumulative
Frequency Percent Percent Percent
53.2
Valid No Income 133 53.2 53.2
60.4
Less Than 10000 18 7.2 7.2
80
10000-25000 49 19.6 19.6
92.8
26000-50000 32 12.8 12.8
100
Above 50000 18 7.2 7.2

Total 250 100 100

107
Interpretation:

From the Monthly Income point of view, most of the samples are under Graduates and of No

Income category as shown in Table 4.5

60
53.2
50

40

30
19.6
20
12.8
10 7.2 7.2

0
No Income Less Than 10000 10000‐25000 26000‐50000 Above 50000

Graph 4.6 showing number of Respondent on the basis of Monthly Income

Inference:

Graph 4.6 is a bar that shows the Income level of respondents.

4.2- Analysis pertaining to Use of Mobile Phones

4.2.1 Classification of Respondents on the basis of Internet Use

Table 4.6 Listing Internet Use

Time Span Of Use

N Valid 250
Missing 0
Mean 2.81
Median 3
Mode 4
Sum 702

108
 Time Span Of Use
Cumulative Percent
Frequency Percent Valid Percent

12.4
31 12.4 12.4
Less than 2 Years
38.4
65 26 26
2-5 Years
68.4
75 30 30
5-10 Years
100
79 31.6 31.6
More than 10 years

Total 250 100 100

Interpretation:

The table 4.6 shows that most of the respondents that is 79 (31.6%) are using mobile for more

than 10 years. 75(30%) of the respondents are using mobile for time span between 5-10

years. 65(26%) between time span 2.5 years and 31(12.4%) are using mobile phones for less

than 2 years.

No of Respondents According to Time Spent on Mobile

90
79
80 75
70 65
60
50
40 31
30
20
10
0
Less than 2 Years 2‐5 Years 5‐10 Years More than 10 years

Time Spent

Graph 4.7 Showing Time spent of Mobile by respondents

109
Inference:

Graph 4.7 shows that most of the people are using mobile phones for more than 10 years.

4.2.2 Classification of Respondents on the basis of other uses except calls

Table 4.7 Listing Usage of Mobile other than calls

Other Uses Except Calls

N Valid 250

Missing 0

Other Uses Except Calls

Frequency Percent Valid Percent Cumulative Percent

92.4

Yes 231 92.4 92.4

100

No 19 7.6 7.6

Total 250 100 100

110
Interpretation:

The Table 4.7 shows that 231 (92.4%) out of 250 respondents use mobile phones for other

than except calls. There are 19(7.6%) respondents out of 250 are not using mobile for any

other use than making and receiving calls.

Usage of Mobile
250 231

200

150

100 Usage of Mobile

50 19
0
yes No

Graph 4.8 showing Usage of Mobile by number of Respondent

Interference:

Graph 4.8 clearly shows that 92.4% respondents are using mobile phones for except calls

only.

4.2.3 Classification of Respondents on the basis of Awareness about M-commerce

Table 4.8 Listing Usage on the basis of Awareness about M-commerce

111
 Awareness About M-commerce

Frequenc Valid Cumulative

y Percent Percent Percent

Valid Yes 228 91.2 91.2 91.2

No 22 8.8 8.8 100.0

Total 250 100.0 100.0

Interpretation:

The Table 4.8 shows 228(91.2%) respondents are already aware about M-commerce and

22(8.8%) mobile respondents are unaware about M-commerce.

Awareness About M-commerce

250 228

200
150
100
50 22
0
Yes No

Awareness About M‐commerce

Graph 4.9 showing number of Respondent Aware about M-commerce

Inference:

Graph 4.9 depicts that out of 250, 228(91.32%) respondents are aware about M-commerce.

4.2.4 Classification of Respondents on the basis of Use of M-commerce

Table 4.9 Listing on the basis of Usage of M-commerce

112
 Use of M-commerce

N Valid 250
0
Missing
1.07
Mean
1
Median
1
Mode
268
Sum

Use of M-commerce

Cumulative
Frequency Percent Valid Percent Percent
92.8
Yes 232 92.8 92.8
100
No 18 7.2 7.2

Total 250 100 100

Interpretation:

The Table 4.9 shows 232(92.8%) respondents already use M-commerce and 18(7.2%) mobile

respondents are not users of M-commerce.

113
 Percentage of Use of M-Commerce
100 92.8
90
80
70
60
50
40 Use of M‐Commerce
30
20
7.2
10
0
Yes No

Graph 4.10 showing percentage of Respondents Users of M-commerce

Inference:

Graph 4.10 clearly depicts that 232(92.8%) out of 250 respondents are users of M-commerce.

4.2.5 Classification of Respondents on the basis of Use of M-commerce

Table 4.10 Listing on the basis of Usage of M-commerce

Used Applications

Valid Cumulative
Frequency Percent Percent Percent
7.2
Education 18 7.2 7.2
14.4
Education & Entertainment 18 7.2 7.2
26
Education, Entertainment & Shopping 29 11.6 11.6
Education, Entertainment, Shopping &
Social Network 102 40.8 40.8 66.8
Education, Entertain, Shopping, Social 81.6
Net & Other 37 14.8 14.8

114
 88.4
Education, Entertain & Social Network 17 6.8 6.8
92.8
Social Network & Entertainmnet 11 4.4 4.4
94.8
Entertainment & Shopping 5 2 2
100
Either of the options 13 5.2 5.2

Total 250 100 100

Interpretation:

Table 4.10 shows that out of 250, 102(40.8%) respondents make use of Applications based

on Education, Entertainment, Shopping and Social Network. 37(14.8%) users use Education,

Entertainment, Shopping and Social Network related Applications.29(11.6%) users

Use of Application
120 102
100
80
60 37
40 29
18 18 17 11 13
20 5
0 Use of Application

Graph 4.11 showing Amount of Respondents Users of M-commerce Applications

Inference:

Graph 4.11 depicts that out of 250 respondents 102(40.8%) respondents make use of

Applications based on Education, Entertainment, Shopping and Social Network.

115
4.3 - Analysis pertaining to M-commerce

4.3.1 Classification on the basis of Knowledge about M-commerce

Table 4.11 Listing on the basis of Awareness about of M-commerce

Awareness About M-commerce

250
N Valid
0
Missing
1.09
Mean
1
Median
1
Mode
272
Sum

Awareness About M-commerce

Valid Cumulative

Frequency Percent Percent Percent

Valid Yes 228 91.2 91.2 91.2

No 22 8.8 8.8 100.0

Total 250 100.0 100.0

Interpretation:

Table 4.11 shows that out of 250, 228(91.2%) respondents are already aware about M-

commerce and 22(8.8%) are still not aware about M-commerce.

116
Graph 4.12 showing Awareness about M-commerce

117
Inference:

Graph 4.12 and pie char 4.5 depicts that out of 250 respondents 228(91.2%) respondents are

very much aware that what M-commerce is.

4.3.2 To understand impact of age on Mobile shoppers

Following hypothesis is evaluated to understand the impact of Age Group on M-Shoppers.

H0: There is no difference in no. of respondents with respect to Age groups

H1: There is difference in no. of respondents with respect to Age groups

To test the above hypothesis chi-square test was performed on various age groups of mobile

shoppers based on the data shown in Table

Table 4.12 Impact of age on mobile shoppers

Chi-Square Test

AGE

Observed N Expected N (O-E) (O-E)2/E

Below 15 8 41.7 -33.7 27.23

15-25 120 41.7 78.3 147.02

26-35 51 41.7 9.3 2.07

36-45 49 41.7 7.3 1.28

46-55 19 41.7 -22.7 12.35

Above 55 3 41.7 -38.7 35.92

Total 250 225.89

118
Expected frequency is 41.7.

Result of Chi-Square test:

The chi-square value is 225.89 and Degree of freedom= (n-k)= 6-1= 5

Table value at 5 degree of freedom & 1% level of significance = 15.086

Interpretations:

Calculated value (225.89) is more than tabular value (15.086) at 1% level of significance and

5 degrees of freedom. It means null hypothesis is rejected and we conclude that there is

impact of age group of M-shoppers.

4.3.3 Classification on the basis of Expected M-commerce Enhancement in future.

Table 4.13 Listing on the basis of Expected M-commerce Enhancement in future.

M-commerce Enhancement In Future

Cumulative

Frequency Percent Valid Percent Percent

Valid Strongly Agree

86 34.4 34.4 34.4

Agree 149 59.6 59.6 94.0

Neutral 12 4.8 4.8 98.8

Disagree 3 1.2 1.2 100.0

Total 250 100.0 100.0

Interpretation:

M-commerce behaviour was determined by asking respondents about M-commerce

enhancement in future by the existing users purchase frequency suing M-commerce. The

respondents were asked the questions like “will you be interested in using M-commerce

119
services in future with increased rate” on a 5 point Likert Scale where 1- “Strongly Agree”, 2

“ Agree”, 3 “Neutral”, 4 “Disagree” and 5 “ Strongly Disagree”. Table 4.13 depicts that out

of 250 respondents 86(34.4%) respondents strongly agree that M-commerce in really going to

enhance in future. 149(59.6%) agree with M-commerce enhancement in future. 12(4.8%)

prefer to be neutral and 3(1.2%) disagree about enhancement of M-commerce in future.

Graph 4.13 showing M-commerce Enhancement in Future

Inference:

As graph 4.13 shows that out of 250 respondents 149(59.6%) agree most about enhancement

of M-commerce in future. Then 86(34.4%) respondents strongly agree about growth of M-

commerce in future.

4.3.4 Classification on the basis of High contribution by young population towards M-

commerce.

120
Table 4.14 Listing on the basis of high contribution by young population towards M-

commerce.

High Contribution Of Young Population

Cumulative

Frequency Percent Valid Percent Percent

Valid Strongly Agree

101 40.4 40.4 40.4

Agree 128 51.2 51.2 91.6

Neutral 16 6.4 6.4 98.0

Disagree 5 2.0 2.0 100.0

Total 250 100.0 100.0

Interpretation:

M-commerce growth is a result of great response and interest for availing the mobile and

internet based services by young population. This behaviour was determined by asking

respondents about whether young population and young generation are responsible for

increasing growth of M-commerce. The respondents were asked the questions like “Do you

think that there is High contribution of young population in rapid increase of M-commerce”

on a 5 point Likert Scale where 1- “Strongly Agree”, 2 “Agree”, 3 “Neutral”, 4 “Disagree”

and 5 “ Strongly Disagree”. Table 4.14 depicts that out of 250 respondents 101(40.4%)

respondents strongly agree that there is high contribution of young population is

popularising M-commerce. 128(51.2%) agree, 16(6.4%) are neutral and 5(2%) disagree that

there is high contribution of young population in populating M-commerce.

121
.

Graph 4.14 showing High Contribution of Young Population for promoting

M-commerce

Inference:

As graph 4.14 shows that highest percentage of respondent 128(51.2%) agree that there is

high contribution of young population is popularising M-commerce, 16(6.4%) are neutral and

hardly 5(2%) disagree.

4.3.5 Classification on the basis of Adoption of M-commerce by Traditional Retailers.

Table 4.15 Listing on the basis of Adoption of M-commerce by Traditional Retailers.

122
 Adoption Of M-commerce By Traditional Retailers

Adoption Of M-commerce By Traditional Retailers

Valid Cumulative

Frequency Percent Percent Percent

Strongly Agree 19 7.6 7.6 7.6

Agree 152 60.8 60.8 68.4

Neutral 64 25.6 25.6 94

Disagree 14 5.6 5.6 99.6

Strongly

Disagree 1 0.4 0.4 100

Total 250 100 100

Graph 4.15 showing Adoption of M-commerce by traditional retailers

123
Interpretation:

Although there is remarkable increase in M-commerce usage but just to know that whether

traditional retailers are ready to adopt and make pace with this new wireless and mobile

based platform of sale and purchase. Respondents were asked the question like “ Do you

think that Traditional retailers are capable at meeting the needs of those who choose to use

smart phone for shopping online” and the responses are measured on a 5 point Likert Scale

where 1- “Strongly Agree”, 2 “Agree”, 3 “Neutral”, 4 “Disagree” and 5 “ Strongly Disagree”.

As table 4.15 depicts out 250 respondents 19(7.5%) strongly agree that Retailers are capable

at meeting the needs of those who choose to use smart phones for shopping online.152

(60.8%) agree with the statement, 64(25.6%) are neutral, 14(5.6%) respondent disagree with

the statement and 1(0.4%) respondents strongly disagree that Retailers are capable at meeting

the needs of those who choose to use smart phones for shopping online.

Interpretation: As the Indian economy witnessed remarkable changes in last 2 years and

Demonetization is an important turning point. When demonetization was introduced there

was too much scarcity of hard cash in economy so most easily available option remaining

was going digital and making online transactions, to confirm this fact respondents were asked

the question that “Do you think that Demonetization boosted up M-commerce” the responses

are measured on a 5 point Likert Scale where 1- “Strongly Agree”, 2 “Agree”, 3 “Neutral”, 4

“Disagree” and 5 “Strongly Disagree”. As table 4.16 depicts out 250 respondents 94(37.6%)

strongly agree, 114(45.6%) agree, 29(11.6%) neutral, 8(3.2%) disagree and 5(2%) strongly

disagree that Demonetization actually boosted up M-commerce.

4.3.6 Classification on the basis of Recommendation for using M-commerce services.

Table 4.16 Listing on the basis of Recommendation for using M-commerce services.

124
 Recommendation Of M-commerce

Valid Cumulative

Frequency Percent Percent Percent

Valid Strongly Agree 68 27.2 27.2 27.2

Agree 147 58.8 58.8 86.0

Neutral 29 11.6 11.6 97.6

Disagree 4 1.6 1.6 99.2

Strongly
2 .8 .8 100.0
Disagree

Total 250 100.0 100.0

Graph 4.16 showing Recommendation of M-commerce

Presently the market condition is favourable for M-commerce but still has long way to go as

young generation is more inclined towards using M-commerce services but it they need to

125
continue using it in future also and keep recommending and motivating other Non-shoppers

too. So to know the exact condition whether M-shoppers are going to recommend M-

commerce or not the question is asked that “Will you recommend using M-commerce

services. Out of 250 respondents 68(27.2%) strongly agree recommending it, 147(58.8%)

agree, 29(11.6%) Neutral, 4(1.6%) Disagree and 2(.8%) strongly disagree for recommending

M-commerce. So the responses made the fact very clear that in M-shoppers and users are

going to recommend M-commerce.

4.3.7 Classification on the basis of Use of different Applications in M-commerce

services.

Table 4.17 Listing on the basis of Use of different Applications in M-commerce services.

Used Applications

Valid Cumulative

Frequency Percent Percent Percent

Valid Education 18 7.2 7.2 7.2

Education &
18 7.2 7.2 14.4
Entertainment

Education,

Entertainment & 29 11.6 11.6 26.0

Shopping

126
Education,

Entertainment,
102 40.8 40.8 66.8
Shopping & Social

Network

Education, Entertain,

Shopping, Social Net & 37 14.8 14.8 81.6

Other

Education, Entertain &

17 6.8 6.8 88.4
Social Network

Social Network &

11 4.4 4.4 92.8
Entertainmnet

Entertainment &
5 2.0 2.0 94.8

Either of the options 13 5.2 5.2 100.0

Total 250 100.0 100.0

Shopping

127
Graph 4.17 showing Applications used

Interpretation:

When usage of various M-commerce applications by M-shoppers were analysed it is

observed that there is huge difference in usage of these applications. Maximum people that

102(40.8%) of total 250 respondents use it for Education, Entertainment, Shopping and for

social sites. Table 4.17 shows that statistical measure is Mean 4.28 and Standard Deviation is

1.45%. Hence we can conclude that there is much variations in the usage of M-commerce

services by M-shoppers.

128
4.4 Correlation between Variables

Table 4.18 showing descriptive statistics

Descriptive Statistics

Std.

N Minimum Maximum Mean Deviation Variance

Ease Of Access 250 1 5 1.84 .716 .512

Provides Mobility Feature 250 1 5 1.99 .755 .570

Improved Purchasing 250 1 5 2.05 .820 .672

Pampered Shopping 250 1 5 2.25 .876 .768

Reduced Shopping Time 250 1 5 1.87 .730 .533

Easy Shopping Experience 250 1 5 1.94 .790 .623

Elimination Of
250 1 5 2.04 .823 .677
Geographical Barrier

Betterment Of Life 250 1 5 1.95 .800 .640

Safe Monetary Transactions 250 1 5 2.54 .807 .651

Low Cost Of Smartphones

250 1 5 2.19 .741 .549
Favourable

Valid N (listwise) 250

Table 4.18 shows mean and standard deviation of research variables according to sample

answers.

129
130
131
4.5 Classification related to Mobile use

4.5.1 To understand the impact of Time span of use of mobile service

Table 4.20 showing Time span of mobile use.

Time Span Of Use

N Valid 250

Missing 0

Mean 2.81

Median 3.00

Mode 4

Std. Deviation 1.019

Sum 702

Time Span Of Use

Valid Cumulative

Frequency Percent Percent Percent

Valid Less than 2 Years 31 12.4 12.4 12.4

2-5 Years 65 26.0 26.0 38.4

5-10 Years 75 30.0 30.0 68.4

More than 10 years 79 31.6 31.6 100.0

Total 250 100.0 100.0

132
 Graph 4.18 showing Time span of use

Interpretation:

By analysing the time span of use of mobile phone we are just trying to understand that for

how long people are in touch with this mobile technology. The data 4.21 shows that out 250

respondents 79(31.6%) respondents are users of mobile phones for more than 10 years.

4.5.2 Classification on the basis of use of mobile phones for other than making calls

Table 4.21 showing use of mobile phones for other than making calls

Other Uses Except Calls

N Valid 250
Missing 0
Mean 1.08
Median 1.00
Mode 1
Std. Deviation .266
Sum 269

133
 Other Uses Except Calls
Valid Cumulative
Frequency Percent Percent Percent
Valid Yes 92.4
231 92.4 92.4

No 100.0
19 7.6 7.6

Total 250 100.0 100.0

Graph 4.19 showing use of mobile phones for other than making calls

Interpretation:

This information reveals that out of 250 respondent’s 231(92.4%) respondents makes use of

mobile phones for other than making calls. This information is actually very helpful to

analyse that nowadays people are not using mobile phones just to make calls but they are

making other uses also like for education, entertainment, shopping , social media and many

more.

134
4.6 One Sample t-test and evaluation intention to adopt

4.6.1 One- Sample t-test

In this section, analysis for identifying factor scores among Indian mobile subscribers is

performed. It will be analysed whether the condition of the research variables are reasonable

or not. In table below mean and standard deviations of each variable is presented. For

assessing research variables condition One Sample t-test is performed.

Table 4.22 showing one sample test

One-Sample Statistics
Std. Std. Error
N Mean Deviation Mean

Betterment Of Life 250 1.95 .800 .051

Ease Of Access 250 1.84 .716 .045

Easy Shopping Experience 250 1.94 .790 .050
Provides Mobility Feature 250 1.99 .755 .048
Pampered Shopping 250 2.25 .876 .055
Improved Purchasing 250 2.05 .820 .052
Reduced Shopping Time 250 1.87 .730 .046
Elimination Of Geographical
Barrier 250 2.04 .823 .052

Safe Monetary Transactions 250 2.54 .807 .051

Low Cost Of Smartphones
Favourable 250 2.19 .741 .047

Speed A Hurdle 250 2.13 .952 .060

Language A Barrier 250 2.07 .979 .062

In order to check variables situation, two hypotheses are proposed which will be tested by
one sample t-test. Regarding the test 5 point Likert type questions are used in questionnaire.
In order to verify which response of respondents was chosen mostly. where 1- “Strongly

135
Agree”, 2 “Agree”, 3 “Neutral”, 4 “Disagree” and 5 “ Strongly Disagree”. So responses
below are appropriate (H0) or above 3 is inappropriate (H1) situation.
H0:u< 3 Inappropriate Situation and H1:u>3 Appropriate Situation

One-Sample Test
Test Value = 0
95% Confidence Interval
Mean of the Difference
t df Sig. (2-tailed) Difference Lower Upper
Betterment Of Life
38.572 249 .000 1.952 1.85 2.05

Ease Of Access
40.641 249 .000 1.840 1.75 1.93

Easy Shopping
Experience 38.931 249 .000 1.944 1.85 2.04

Provides Mobility
41.710 249 .000 1.992 1.90 2.09
Feature
Pampered Shopping
40.643 249 .000 2.252 2.14 2.36

Improved
Purchasing 39.490 249 .000 2.048 1.95 2.15

Reduced Shopping
40.467 249 .000 1.868 1.78 1.96
Time
Elimination Of
Geographical 39.285 249 .000 2.044 1.94 2.15
Barrier
Safe Monetary
49.775 249 .000 2.540 2.44 2.64
Transactions
Low Cost Of
Smartphones 46.762 249 .000 2.192 2.10 2.28
Favourable
Speed A Hurdle
35.325 249 .000 2.128 2.01 2.25

Language A Barrier
33.460 249 .000 2.072 1.95 2.19

136
Interpretation:

It is observed that the calculated value is more than the tabular value at 5% level of

significance for all the variables which indicates that means of variables are less than 3 which

results into H1 is accepted and the conditions of variables are acceptable.

For Risk and Speed respondents have chosen 2 in the Likert Scale with which they are agreed

that mobile commerce has potential risk and probability of identity theft, they also consider

speed as one of the hurdles. Therefore the perception of mobile subscribers towards perceived

ease of use and usefulness, suitable to life style, betterment of life and reduced shopping time

in using mobile commerce applications are favourable but most of the respondents consider

mobile commerce as expensive and risky.

4.6.2 Multivariate analysis of variance (MANOVA) of research variables regarding to

age, gender, occupations and income.

Multivariate analysis of variance (MANOVA) is an ANOVA test with some dependent

variables. The basic concept of ANOVA is to obtain two different estimates of the population

variance; the very first estimate is based on the variance within groups. The second estimate

of the variance is based on the variance of the means of the groups (between groups). Hence a

multivariate analysis of variance (MANOVA) is used to test these hypotheses with several

dependent variables. Instead of using a univariate F value, MANOVA would obtain a

multivariate F values (based on a comparison of the error variance/covariance matrix and the

effect variance/covariance matrix.

Under these section individual quantitative characteristics such as gender, age, occupation

and income effects on individual’s perception and attitude of research variables of mobile

commerce adoption are examined. We intend to compare research variables regarding to

137
gender, age, occupation and income and whether difference are significant or not. This result

can be generated by MANOVA which test significance of the difference of research variables

of different age groups, gender (male, female), occupation and income. Hypotheses for these

MANOVA tests are:

H0: All means of dependent variables are equal regarding to independent variable

(age, gender, occupation, income)

H1: All means of dependent variables are not equal regarding to independent variables

(age, gender, occupation, income)

If significant values are greater than 0.05. H1 is rejected and mean of different groups are

population are equal difference are not significant.

138
139
140
141
142
143
144
145
146
147
148
149
Interpretation:

MANOVA results demonstrate that there is significant difference between research variables

regarding to respondent age, gender, occupation and income with dependent variables.

Differences are highlighted (*asterisk) in table 4.24 perceived useful and attitude toward use

and behavioural intention to use are distinctive according to gender of the respondent. Table

4.24 depicts that means of research variables regarding respondents gender based on previous

table results, we can observe that in perceived ease of use, behavioural intention, attitude ,

female respondents mean are less than male respondents mean; in other words men have

more positive attitude toward mobile commerce than women, which can be considered on

marketing issues and segmentation.

4.6.3 Paired t-test and correlation between factors

Table 4.24 showing one sample test

T-TEST PAIRS=AGE GENDER WITH Awareness about M-commerce Use of M-

commerce (PAIRED)Paired Samples Statistics
Mean N Std. Deviation

Pair 1 AGE 2.84 250 1.09324321

Awareness About Mcommerce 1.088 250 0.28386319

Pair 2 GENDER 1.472 250 0.50021682

Use of Mcommerce 1.072 250 0.25900644

Interpretation: This table reveals the mean and standard deviation of all the four
variables under consideration for this testPaired Samples Correlations
N Correlation Sig.
Pair AGE & Awareness About M-
250 0.1361415 0.03141
1 commerce
Pair
250 -0.0773707 0.22283
2 GENDER & Use of M-commerce

150
 Interpretation: This test of paired t test is conducted to check the and pair the variables with

each other that how much are they correlated with each other. Age and awareness for M-

commerce are on a very low side positively correlated. While gender and use of M-commerce

are on a very side negatively correlated.

Paired Samples Test between Age and Awareness about M-commerce &

Gender and Use of M-commerce

H01: There is no significant impact on awareness about M-commerce because of age.

H1: There is significant impact on awareness about M-commerce because of age.

H02: There is no significant impact on use of M-commerce because of gender.

H2: There is significant impact on use of M-commerce because of gender.

Table 4.25 showing paired t- test

Paired Samples Test

Paired Differences
95% Confidence
Interval of the
Difference
Sig.
Std. Std. (2-
Mea Deviatio Error Lowe Uppe tailed
n n Mean r r t df )
AGE –
Pai Awareness About 1.75 25.38 24
r1 M-commerce 2 1.091 0.069 1.616 1.888 1 9 0
Pai GENDER – Use 10.88 24
r2 of M-commerce 0.4 0.581 0.037 0.328 0.472 9 9 0

Interpretation: In both the pairs the calculated value of t-test of much higher side while the

tabular values of both the pairs is on very low side so both the null hypothesis are rejected.

151
 Paired Samples Statistics
Mean Std. Deviation Std. Error Mean
1.99 250 0.755 0.048
1.94 250 0.79 0.05
Paired Samples
Correlations
N Correlation Sig.
Pair 1 Provides Mobility 250 0.275 0
Feature & Easy
Shopping
Experience

Interpretation: There is very low positive correlation between Provides Mobility Feature &

Easy Shopping Experience

Paired Samples Test between Easy shopping experience with

mobility feature

H01: There is no significant impact on easy shopping experience which mobility feature
provides.

H1: There is significant impact on easy shopping experience which mobility feature provides.

Table 4.26 showing paired t- test

Paired Samples Test
Paired Differences
95% Confidence
Interval of the
Difference
Sig.
(2-
Std. Std.
Mea Deviatio Error Lowe Uppe tailed
n n Mean r r t df )
Provides
Mobility
- 24
Feature – 0.8159 0
0.048 0.930 0.059 0.067 0.164
Easy 5 9
Pair Shopping 8
1 Experience

152
Interpretation: As per the paired test performed between two variables the calculated value

of 0.85 which is more than tabular values of both the limits so we reject our null hypothesis

and accept our alternative hypothesis that there is significant impact on easy shopping

experience which mobility feature provides.

Table 4.27 showing paired t- test

Paired Samples Statistics

Std.
Mean N Deviation Std. Error Mean

AGE 2.84 250 1.093 0.069

High Contribution Of
Young Population 1.7 250 0.678 0.043

Speed A Hurdle 2.13 250 0.952 0.06

M-commerce
Enhancement In Future 1.73 250 0.606 0.038

N Correlation Sig.

AGE & High Contribution Of

250 -.027 .670
Young Population

Speed A Hurdle & M-commerce

250 .116 .067
Enhancement In Future

Interpretation: Correlation between AGE & High Contribution Of Young Population is

negative on low side while correlation between Speed as a hurdle & M- commerce

enhancement in future are positively correlated on lower side.

Paired Samples Test Enhancement of M-commerce and High contribution

of young population on its enhancement & between speed and on

Enhancement of M-commerce

153
 H01: There is no significant impact of age for high contribution by young population on M-

commerce enhancement.

H1: There is significant impact of age for high contribution by young population on M-

commerce enhancement.

H02: There is no significant impact of speed M-commerce enhancement in future.

H2: There is significant impact of speed M-commerce enhancement in future.

Paired Samples Test

Paired Differences
95% Confidence
Interval of the
Difference
Std. Sig.
Std. Error (2-
Mean Deviation Mean Lower Upper t df tailed)
AGE - High
Contribution
Of Young 1.14 1.302 0.082 0.97 1.30 13.84 249 0
Pair Population
1
Speed A
Hurdle – M-
commerce
0.4 1.0679 0.067 0.27 0.53 5.92 249 0
Enhancement
Pair In Future
2

Interpretation:

1- As per the paired test performed between two variables the calculated value of 13.85

which is more than tabular values of both the limits so we reject our null hypothesis and

154
 accept our alternative hypothesis that there is significant impact of age for high contribution

by young population on M-commerce enhancement.

2- As per the paired test performed between two variables the calculated value of 5.892

which is more than tabular values of both the limits so we reject our null hypothesis and

accept our alternative hypothesis that there is significant impact of speed M-commerce

enhancement in future.

Table 4.28 showing paired t- test

Paired Samples Statistics

Std. Error
Mean N Std. Deviation Mean
Pair 1 expensive 3.13 250 .931 .059
Use of M-commerce 1.07 250 .259 .016
Paired Samples Correlations

N Correlation Sig.
Pair 1 expensive & Use of M- 250 -.105 .098
commerce

Paired Samples Test between Being Expensive and Use of M-commerce

H01: There is no significant impact of being expensive on use of M-commerce.

H1: There is significant impact of being expensive on use of M-commerce.

Paired Samples Test

Paired Differences
95% Confidence
Interval of the
Difference
Std.
Std. Error Sig. (2-
Mean Deviation Mean Lower Upper t df tailed)
expensive
- Use of
2.056 0.99 0.063 1.93 2.18 32.76 249 0
Pair M-
1 commerce

155
Interpretation: According to test calculated p value of t test between expensive and use of

M-commerce is 32.76 while tabular value is comparatively low so null hypothesis is rejected,

which means there is significant impact of being expensive on use of M-commerce

Paired t test between M-commerce enhancement in future and Risk in

buying potential products

Table 4.29 showing paired t- test

Paired Samples Statistics

Std.

Mean N Deviation Std. Error Mean

Pair 1 M-commerce

Enhancement In 1.73 250 .606 .038

Future

Risk In buying
2.50 250 1.548 .098
Potential Products

Paired Samples Correlations

N Correlation Sig.
Pair 1 M-commerce Enhancement In
Future & Risk In buying Potential
Products
250 -.009 .893

156
 Interpretation:

Correlation between M-commerce Enhancement In Future and Risk In buying Potential

Products is negatively low.

Paired Samples Test between M-commerce enhancement in future and

Risk in buying potential products

H01: There is no significant impact of Risk being expensive on use of M-commerce.

H1: There is significant impact of being expensive on use of M-commerce.

Table 4.30 showing paired t- test

Paired Samples Test

Paired Differences
95%
Confidence Interval
of the Difference
Sig.
Std. Std. (2-
Mea Deviatio Error Uppe tailed
n n Mean Lower r t df )
M-
commerce
Enhancemen
- -
Pai t In Future - 0.1054349 24
-0.772 1.667073 0.9796 -0.56 7.32 0
r1 Risk In 6 9
6 2
buying
Potential
Products

Interpretation: Value of p of paired t test is more than its tabular value so our null

hypothesis rejected and alternative is accepted that there is significant impact of being

expensive on use of M-commerce.

157
Table 4.31 showing paired t- test between Invasion of personal privacy and Risk of
identity theft

Paired Samples Statistics

Std. Error
Mean N Std. Deviation Mean
PInvasion Of Personal
2.46 250 3.376 .214
pair 1 Privacy
Risk Of Identity Theft 2.66 250 3.256 .206

Interpretation: There is higher deviation and standard error for invasion of personal

privacy in comparison to risk of identity theft.

Paired Samples Correlations

N Correlation Sig.

Pair 1 Invasion Of Personal Privacy &

250 -.016 .796
Risk Of Identity Theft

Interpretation: There seems no relation between Invasion of Personal Privacy & Risk of

Identity Theft.

Paired Samples Test between Invasion of personal privacy and Risk of

identity theft.

H01: There is no significant impact of personal privacy Risk being expensive on use of

M- commerce.

H1: There is significant impact of being expensive on use of M-commerce.

158
 Paired Samples Test

Paired Differences
95% Confidence
Interval of the
Difference
Std. Std.
Mea Deviatio Error Lowe Uppe Sig. (2-
n n Mean r r t df tailed)
Invasion
Of
Personal
Pai -
Privacy - -0.2 4.728789 0.29907488 -0.78904 0.389
0.6687
249 0
r1
Risk Of
Identity
Theft

Interpretation: In this paired t test between Invasion of Personal Privacy and Risk of

Identity Theft p value of test is -0.6687 which is more than tabular value so our null

hypothesis is rejected, which means there is significant impact of being expensive on use of

M-commerce.

Table 4.32 showing paired t- test between Awareness about M-commerce. Gender,

Age, Education and Use of M-commerce

Variables Entered/Removedb

Model Variables Entered Variables Removed Method

Awareness About M-
1 commerce, GENDER, AGE, . Enter
EDUCATIONa

a. All requested variables entered.

b. Dependent Variable: Use of M-commerce

159
 Model Summary

Std. Error of the

Model R R Square Adjusted R Square Estimate

1 .184a .034 .018 .257

a. Predictors: (Constant), Awareness About M-commerce, GENDER, AGE, EDUCATION

Interpretation: This result reveals that correlation among Awareness about M-commerce

and gender, age and education is on very low end positively correlated. After making

appropriate adjustment value is 0.018. R2 tells the percentage of variation explained by only

independent variables that can actually affect dependent variable. As value of Adjusted R

Square is less than R Square it reveals that which means that the new terms of predicators

have not improved the model as per expectation.

Hypothesis

H01: There is no significant impact of Predicators Awareness about M-commerce,

Gender, Age and Education on dependent variable Use of M-commerce.

H11: There is no significant impact of Predicators Awareness about M-commerce,

Gender, Age and Education on dependent variable Use of M-commerce.

ANOVAb
Sig.
Model df Mean Square F

Regression 4 0.141 2.145 .076a

160
 Residual 245 0.066

Total 249

a. Predictors: (Constant), Awareness About M-commerce, GENDER, AGE,

EDUCATION

b. Dependent Variable: Use of M-commerce

Interpretation: The table of ANOVA shows that the value of P is 2.145 which is much

higher than its tabular value so our null hypothesis is rejected and alternative hypothesis that

there is significant impact of Predicators Awareness about M-commerce, Gender, Age and

Education on dependent variable Use of M-commerce

Hypothesis

H01: There is no significant impact of Predicators Awareness about M-commerce on

dependent variable Use of M-commerce.

H11: There is significant impact of Predicators Awareness about M-commerce on

dependent variable Use of M-commerce.

H02: There is no significant impact of Predicator Gender on Use of M-commerce.

H12: There is significant impact of Predicator Gender on dependent variable Use of

M-commerce.

H03: There is no significant impact of Predicator Age on dependent variable Use of

M-commerce.

H13: There is significant impact of Predicator Age on dependent variable Use of M-

commerce.

H04: There is no significant impact of Predicator Education on dependent variable Use

of M-commerce.

161
 H14: There is significant impact of Predicator Education on dependent variable Use

of M-commerce.

Coefficientsa
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 1.085 .099 10.975 .000
AGE -.014 .020 -.060 -.732 .465
EDUCATION -.013 .019 -.058 -.705 .482
GENDER -.042 .033 -.081 -1.283 .201
Awareness About M-
.118 .060 .129 1.946 .053
commerce

a. Dependent Variable: Use of M-

commerce

Interpretation: This result reveals that standard error among Awareness about M-commerce

and gender, age and education.

The result of t-test shows that the P values of Age is less than tabular value, so we accept null

hypothesis

Accept- H01: There is no significant impact of Predicators Awareness about M-commerce on

dependent variable Use of M-commerce.

The result of t-test shows that the P values of education is less than tabular value, so we

accept null hypothesis

Accept- H04: There is no significant impact of Predicator Education on dependent variable

Use of M-commerce.

The result of t-test shows that the P values of Gender is less than tabular value, so we accept

null hypothesis

162
Accept- H02: There is no significant impact of Predicator Gender on Use of M-

commerce.The result of t-test shows that the P values of Awareness of M-commerce is more

than tabular value, so we null hypothesisReject- H01: There is no significant impact of

Predicators Awareness about M-commerce on dependent variable Use of M-commerce.

Curve Fit

Model Description

Model Name MOD_1

Dependent 1
Betterment Of Life
Variable
2 Improved Purchasing
3 Recommendation Of M-
commerce
4 Easy Shopping Experience
Equation 1 Linear

Independent Variable Use of M-commerce

Constant Included

Variable Whose Values Label Observations in Plots Unspecified

Case Processing Summary

Total Cases 250

Excluded Casesa 0

Forecasted Cases 0

Newly Created Cases 0

163
 Case Processing Summary

Total Cases 250

Excluded Casesa 0

Forecasted Cases 0

Newly Created Cases 0

a. Cases with a missing value in any variable are excluded from the analysis

Variable Processing Summary

Variables

In
Dependent dependent
Improve Recommen Easy
Better
d dation Of Shopping Use of M-
ment
Purchasi M- Experienc commerce
Of Life
ng commerce e
Number of Positive Values 2
250 250 250 250
50
Number of Zeros 0 0 0 0
Number of Negative Values 0 0 0 0
Number of User-Missing 0 0 0 0
Missing Values
System-Missing 0 0 0 0

164
 Betterment of Life

Table 4.33 Table for Regression between Betterment of life and Use of M-
commerce

Model Summary

Std. Error of the Estimate

R R Square Adjusted R Square

0.784
0.211 0.044 0.04

The independent variable is Use of M-commerce.

Interpretation: This result reveals that correlation between betterment of life and use of M-

commerce. As it is clear with the test that correlation is at very low end positively correlated.

After making appropriate adjustment value is 0.04. R2 tells the percentage of variation

explained by only independent variables that can actually affect dependent variable. As value

of Adjusted R Square is less than R Square it reveals that which means that the new terms of

predicators have not improved the model as per expectation.

Hypothesis

H01: There is no significant impact of Predicator Betterment of Life on Use of M-commerce.

H11: There is significant impact of Predicator Betterment of Life on Use of M-commerce.

ANOVA
Sum of Squares df Mean Square F Sig.
0.001
Regression 7.066 1 7.066 11.501

Residual 152.358 248 0.614

Total 159.424 249

165
Interpretation- The test results show that P value of F-ratio is more than its tabular value so

we reject our null hypothesis and accept our alternative hypothesis that there is significant

impact of Predicators on Use of M-commerce.

Coefficients
Standardized
Unstandardized Coefficients Coefficients
B Std. Error Beta t Sig.
Use of M-commerce
.650 .192 .211 3.391 .001

(Constant) 1.255 .211 5.933 .000

Interpretation: P value of test is more than its tabular value so we reject our null hypothesis

that there is significant impact of Predicator Betterment of Life on Use of M-commerce.

Improved Purchasing

Table 4.34 Table for Regression between Improved purchasing and

Use of M-commerce

Model Summary

Std. Error of the

R R Square Adjusted R Square Estimate

.078 .006 .002 .819

The independent variable is Use of M-commerce.

Interpretation: This result reveals that correlation between improved purchasing and use of

M-commerce. As it is clear with the test that correlation is at very low end positively

correlated. After making appropriate adjustment value is 0.002. R2 tells the percentage of

variation explained by only independent variables that can actually affect dependent variable.

166
As value of Adjusted R Square is less than R Square it reveals that which means that the new

terms of predicators have not improved the model as per expectation. This result reveals that

correlation between improved purchasing and use of M-commerce. As it is clear with the test

that correlation is at very low end positively correlated.

Hypothesis

H01: There is no significant impact of Predicator Improved Purchasing on Use of

M-commerce.

H11: There is significant impact of Predicator Improved Purchasing on Use of

M-commerce.
ANOVA

Sum of Squares df Mean Square F Sig.

Regression 1.024 1 1.024 1.526 .218
Residual 166.400 248 .671
Total 167.424 249

The independent variable is Use of M-commerce.

Interpretation- The test results show that P value of F-ratio is 1.526 which is more than its

tabular value so we reject our null hypothesis and accept our alternative hypothesis that there

is significant impact of Predicators on Use of M-commerce.

Coefficients
Unstandardized Standardized
Coefficients Coefficients
B Std. Error Beta t Sig.
Use of M-
.248 .200 .078 1.235 .218
commerce
(Constant) 1.783 .221 8.066 .000

167
Interpretation: P value of test 1.235 is more than its tabular value so we reject our null

hypothesis that there is significant impact of Predicator Betterment of Life on Use of M-

commerce.

Interpretation: Improved purchasing and Use of M-commerce have linear relationship

means as much the use of M-commerce will go up purchasing will also improve

simultaneously.

Recommendation of M-commerce

4.35 Table for Regression between Recommendation of M-commerce and

Use of M-commerce

Model Summary

R R Square Adjusted R Square Std. Error of the Estimate

0.017 0 -0.004 0.72

168
Interpretation:

This result reveals that correlation between improved purchasing and use of M-commerce.

As it is clear with the test that correlation is at very low end positively correlated. After

making appropriate adjustment value is -0.004. R2 tells the percentage of variation explained

by only independent variables that can actually affect dependent variable. As value of

Adjusted R Square is less than R Square it reveals that which means that the new terms of

predicators have not improved the model as per expectation.

This result reveals that correlation between improved purchasing and use of M-

commerce. As it is clear with the test that correlation is at very low end positively correlated.

Hypothesis

H01: There is no significant impact of Predicator Recommendation of M-commerce

and Use of M-commerce.

H11: There is significant impact of Predicator Recommendation of M-commerce and

Use of M-commerce.

ANOVA

Sum of Squares df Mean Square F Sig.

Regression 1 0.038 0.074 0.786

Residual 128.462 248 0.518

Total 128.5 249

169
The independent variable is Use of M-commerce.

Interpretation- The test results show that P value of F-ratio is 0.074 which is less than its

tabular value so we accept our null hypothesis and accept our null hypothesis that there is no

significant impact of Predicator recommendation of m-commerce on Use of M-commerce.

Coefficients
Standardized
Unstandardized Coefficients Coefficients
B Std. Error Beta t Sig.
Use of M-commerce
.048 .176 .017 .272 .786

(Constant) 1.849 .194 9.520 .000

Interpretation: P value of test 0.272 is less than its tabular value so we accept our null

hypothesis that there is no significant impact of Predicator Recommendation of M-commerce

on Use of M-commerce.

170
Interpretation: Recommendation of m-commerce will not take place in increasing pattern

due to use of M-commerce.

Easy Shopping Experience

4.36 Table for Regression between Easy shopping experience and Use of

M-commerce

Std. Error of the

R R Square Adjusted R Square Estimate

.020 .000 -.004 .791

The independent variable is Use of M-commerce.

Interpretation: This result reveals that correlation between improved purchasing and use of

M-commerce. As it is clear with the test that correlation is at very low end positively

correlated. After making appropriate adjustment value is -0.004. R2 tells the percentage of

variation explained by only independent variables that can actually affect dependent variable.

As value of Adjusted R Square is less than R Square it reveals that which means that the new

terms of predicators have not improved the model as per expectation.

This result reveals that correlation between easy shopping experience and use of M-

commerce. As it is clear with the test that correlation is at very low end positively correlated.

Hypothesis

H01: There is no significant impact of Predicator Easy shopping experience and Use of

M-commerce.

H11: There is significant impact of Predicator Easy shopping experience and Use of

M-commerce.

171
 ANOVA

Sum of Squares df Mean Square F Sig.

Regression .061 1 .061 .097 .755
Residual 155.155 248 .626
Total 155.216 249

The independent variable is Use of M-commerce.

Interpretation- The test results show that P value of F-ratio is 0.097 which is less than its

tabular value so we reject our null hypothesis and accept our alternative hypothesis that there

is no significant impact of Predicator Easy shopping experience on Use of M-commerce.

Coefficients

Unstandardized Standardized
Coefficients Coefficients
B Std. Error Beta t Sig.
Use of Mcommerce
.060 .194 .020 .312 .755

(Constant) 1.879 .213 8.806 .000

Interpretation: P value of test 0.312 is less than its tabular value so we accept our null

hypothesis that there is no significant impact of Easy shopping experience on Use of M-

commerce.

172
CATREG - Regression for Categorical Data

4.37 Table for Regression Regression for Categorical Data

Case Processing Summary

Valid Active Cases 250

Active Cases with Missing Values 0

Supplementary Cases 0

Total 250

Cases Used in Analysis 250

Model Summary

Multiple R R Square Adjusted R Square

.320 .103 .061

Dependent Variable: Use of M-commerce

Predictors: AGE Ease Of Access Reduced Shopping Time Safe Monetary Transactions

Low Cost Of Smartphones Favourable Low Tariff Plans Favourable

Interpretation:

This result reveals that correlation among Awareness about M-commerce and gender,

age and education is on very low end positively correlated. After making appropriate

adjustment value is 0.018. R2 tells the percentage of variation explained by only independent

variables that can actually affect dependent variable. As value of Adjusted R Square is less

than R Square it reveals that which means that the new terms of predicators have not

improved the model as per expectation.

173
Hypothesis

H01: There is no significant impact of Predicators Awareness about M-commerce,

Gender, Age and Education on dependent variable Use of M-commerce.

H11: There is no significant impact of Predicators Age, Ease of Access, Reduced shopping

time, Safe monetary transaction, Low cost of smartphones, Low tariff plans on

dependent variable Use of M-commerce.

ANOVA
Sum of Squares df Mean Square F Sig.
Regression
25.644 11 2.331 2.473 .006

Residual
224.356 238 .943

Total
250.000 249

Dependent Variable: Use of M-commerce

Predictors: AGE Ease Of Access Reduced Shopping Time Safe Monetary
Transactions Low Cost Of Smartphones Favourable Low Tariff Plans Favourable

Interpretation: The table of ANOVA shows that the value of P is 2.473 which is much

higher than its tabular value so our null hypothesis is rejected and alternative hypothesis that

there is no significant impact of Predicators Age, Ease of Access, Reduced shopping time,

Safe monetary transaction, Low cost of smartphones, Low tariff plans on dependent variable

Use of M-commerce.

174
Hypothesis

H01: There is no significant impact of Predicators Age on dependent variable on Use

of M-commerce.

H11: There is significant impact of Predicators Age on dependent variable on Use of

M-commerce.

H02: There is no significant impact of Predicator Ease of Access on Use of M-

commerce.

H12: There is significant impact of Predicator Ease of Access on Use of M-

commerce.

H03: There is no significant impact of Predicator Reduced shopping time variable on

Use of M-commerce.

H13: There is significant impact of Predicator Reduced shopping time variable on Use

of M-commerce.

H04: There is no significant impact of Predicator Safe monetary transaction variable

on Use of M-commerce.

H14: There is significant impact of Predicator Safe monetary transaction on

dependent variable on Use of M-commerce.

H05: There is no significant impact of Predicator Low cost of smartphones variable

on Use of M-commerce.

H15: There is significant impact of Predicator Low cost of smartphones variable on

Use of M-commerce.

H06: There is no significant impact of Predicator Low tariff plans variable on Use of

M-commerce.

H16: There is significant impact of Predicator Low tariff plans on dependent variable

on Use of M-commerce.

175
 Coefficients
Standardized Coefficients
Beta Std. Error df F Sig.
AGE
-.155 .063 3 5.933 .001

Ease Of Access
.063 .063 1 .978 .324

Reduced Shopping Time

.084 .063 1 1.764 .185

Safe Monetary
.090 .065 2 1.896 .152
Transactions
Low Cost Of Smartphones
.057 .265 2 .047 .954
Favourable
Low Tariff Plans
.180 .267 2 .453 .636
Favourable

Dependent Variable: Use of M-commerce

Interpretation:

This result reveals that standard error among Age, Ease of Access, Reduced shopping

time, Safe monetary transaction, Low cost of smartphones and Low tariff plans.

The result of t-test shows that the P values of Age is more than tabular value, so we reject our

null hypothesis.

Reject- H11: There is significant impact of Predicators Age on dependent variable on Use of

M-commerce.

The result of t-test shows that the P values of Ease of Access is more than tabular value, so

we reject our null hypothesis.

Reject- H02: There is no significant impact of Predicator Ease of Access on Use of M-

commerce.

The result of t-test shows that the P values of Reduced shopping time is more than tabular

value, so we reject our null hypothesis.

176
Reject- H03: There is no significant impact of Predicator Reduced shopping time variable on

Use of M-commerce.

The result of t-test shows that the P values of Safe monetary transactions is more than tabular

value, so we null hypothesis.

Reject- H04: There is no significant impact of Predicator Safe monetary transaction variable

on Use of M-commerce.

The result of t-test shows that the P values of Low cost of smartphone is less than tabular

value, so we accept our null hypothesis.

Accept- H05: There is no significant impact of Predicator Low cost of smartphones variable

on Use of M-commerce.

The result of t-test shows that the P values of Low tariff plans is less than tabular value, so

we accept our null hypothesis.

Accept- H06: There is no significant impact of Predicator Low tariff plans variable on Use

of M-commerce.

177
 FINDINGS & DISCUSSION

In this chapter, findings and discussion based on data analysis and research findings are

presented. Primary data for finding purpose was collected from 250 respondents directly. All

the questions were based on M-commerce usage and its factors which are promoting the

adoption of M-commerce for doing transactions and availing M-commerce services.

5.1 Results based on Analysis

As per the statistics depicted that 132 out of 250(52.8%) respondents are male, 118

out of 250 (47.2%) of the respondents are females. Through the ratio of male and female

respondents in the M-commerce survey we find almost equal participation of male and

female towards M-commerce. Although the no. of responses received from male is little

higher than females which show that men have comparatively more positive and favourable

attitude for mobile commerce than women but soon both will be at par level.

The majority of respondents belong to age between 15-25 (48%), 20.4% are between

26-35 and 19.6% respondents are in age group between 36-45. Data shows different

percentage of age groups participated in the survey with the help of bar chart and pie chart.

Maximum respondents are in the age group of 15-25(50%). Data analysis reveals the fact that

age is the most important demographic variable which can predict M-commerce behaviour

and inclination. Smartphone usage, availing the available mobile commerce facilities is

higher amongst the young generation. The new technological progress in mobile phones,

attractive offers provided by mobile service providers and M-commerce industries are

collectively boosting mobile commerce.

It is also found that students are more technology savvy and hence have more

inclination towards M-commerce adoption. The main reason behind that young people

178
nowadays children start using smart phones at very early age. For social media, education,

entertainment, communication, shopping, listening to music, playing online games and

downloading games, watching movies, news for may such purposes they mostly rely on

mobile commerce applications and services. Young consumers show most positive attitude

towards new and innovative things and are more willing to accept new services and contents

offered by the different mobile phone operators. So young population is surely the group with

most favourable and positive attitude.

If we see 10 years back mobile phones and internet was not that much easily

accessible and in use. Only professional use to access it, even internet was not that easily

available on mobile phones. But now the scenario is completely changed now most of the

people carry smart phones with net pack. Parents buy their children smart phones at very

early age to make them technology savvy and to keep connected with people.

But this statistics cannot be considered very encouraging as the age groups above 25

are actually earning members of the family in such case surfing actually does not convert in

actual mobile commerce activity. Mostly free downloading of games, movies, songs and

videos are accessed by such age groups of 15-25.

Statistics based on occupation reveals that out of all the 250 respondents 51% are

students who are technology savvy but are hardly earning something, in such case the

objective of mobile commerce defeats. Commerce is activity of sale and purchase which is

done against money, just browsing is not enough unless it converts into real M-shopping. So

this percentage should be shifted towards employees and business doing people.

If we observe the education level of the respondents we find that out of 250

respondents 103 are under graduates. That means 41.2% are under graduates who were found

179
interested in responding for this area of research while 58 respondents (23.2%) are post

graduates and remaining 54(21.6%) of respondents are graduates. Maximum respondents in

favour of m-commerce belong to under Graduates category which is 41.2 % Finding of this

study also confirms the fact that women are also becoming increasingly familiar and

comfortable with virtual environments and that mobile is becoming more and more

widespread and popular among women users also.

M-commerce users experience has a positive influence on future M-commerce

intention, suggesting that a consumer who has previously purchases through the mobile

commerce is likely to make a purchase in the future. The responses of respondents clears the

fact that current mobile commerce users will continue using mobile commerce services in

future also and ready to adopt the new technological change in future also. Consumers who

have purchases a product or service through internet has broken the barriers to non-store

shopping and therefore are considered more inclined towards mobile commerce.

Online shopping experience has also been found to be a positive influence on mobile

commerce attitude. Though due to important there is high complementarily between two

shopping methods that is online and traditional shopping. This attitude leads to greater levels

of Mobile commerce purchase and more favourable behaviour intentions.

Future mobile commerce intentions confirming the intentions to use a given

technology are determined by the individual’s attitude towards using the technology. It can be

analysed that if the consumers are provided with good and improvised services every time

with great offers will continue to shop online.

By analysing the time span of use of mobile phone it is revealed that most of the

respondents are in touch with this mobile technology for more than 10 years. The data shows

180
that out 250 respondents 79(31.6%) respondents are users of mobile phones for more than 10

years. Information on use of mobile reveals that out of 250 respondent’s 231(92.4%)

respondents makes use of mobile phones for other than making calls. This information is

actually very helpful to analyse that nowadays people are not using mobile phones just to

make calls but they are making other uses also like for education, entertainment, shopping ,

social media and many more. It is observed that people have explored the use of mobile

phones other than calling.

We have identified that there are M-shoppers and Non M-shoppers. There are Non

M-shoppers but they are aware of mobile commerce and due to certain limitations they are

using it. There is impact of Age on m-shoppers as young consumers are more keen and

updated of m-commerce technology and have shown a greater interest in its adoption. Most

of the Non m-shoppers hesitate to use mobile commerce due to security issues and language

barrier. Although most of the traditional shoppers seems to switch soon and become M-

shopper. When usage of various m-commerce applications by m-shoppers was analyzed it

was found that there is much difference in usage of these applications. Most of the people use

it for social media, for sending and receiving messages, downloads and information sharing.

Results of one sample t-test reveals that he perception of mobile commerce towards

Risk and Speed respondents has issues that mobile commerce has potential risk and

probability of identity theft, they also consider speed as one of the hurdles. Therefore the

perception of mobile subscribers towards perceived ease of use and usefulness, suitable to life

style, betterment of life and reduced shopping time in using mobile commerce applications

are favourable but most of the respondents consider mobile commerce as expensive and

risky. Most of the respondents have favourable intention to use mobile commerce. Overall

181
perception towards using mobile commerce is that its use will enhance their effectiveness and

activities.

MANOVA test results show that gender difference is significant means research

result differs according to gender. Features like Ease of use, betterment of life, suitability to

lifestyle, reduced price of smart phone and data pack is backing and encouraging the use of

m-commerce not only in males but now the percentage of use amongst women is also

gradually increasing.

It is also observed that in perceived ease of use, behavioural intention, attitude,

female respondents mean are less than male respondents mean: in other words, mean have

comparatively more positive attitude towards mobile commerce than women. This

information can be considered in marketing strategies and segmentation.

We can perceive this fact also that nowadays retailers are capable at meeting the

needs of those who choose to use smart phone for shopping online; even a small panwala,

chaiwala, shopkeepers provide the facility of paying through paytm and other E-wallets. Most

of the people believe that Illiteracy and language is a great barrier for mobile commerce. As

english is the main medium language so those who are unaware of English language.

Moreover those who illiterate are not able to make use of smart phone and mobile commerce.

Reduced rate of smartphones and cheap internet data packs are also pouring fuel to

mobile commerce. Around 15 years back mobiles were expensive and were considered a

luxury item, which was affordable by few people. But now because of reasonable cost it is

affordable by all and internet data packs are also very reasonable to afford by all. This fact

really boosted up the prospects for mobile commerce.

182
In the chapter of Research Methodology following seven hypotheses were formed.

H01: There is no significant impact of affecting factors on the

use of M- commerce.

H1: There is significant impact of comparatively low prices on the of M-

commerce.

H2: There is significant impact of busy life style on the use of M-commerce.

H3: There is significant impact of large youth population on the use of M-

commerce.

H4: There is significant impact of language barrier on the use of M-commerce.

H5: There is significant impact of mobility feature on the use of M-commerce.

H6: There is significant impact of reduced rates of smart phones on the use of

M-commerce.

These hypotheses were tested using different statistical tools and the results of the test are

presented below:

183
Results of Hypothesis

There is no significant impact of affecting factors on the

0 use of M- commerce. Rejected

There is significant impact of comparatively low

1 prices on the of M-commerce. Accepted

There is significant impact of busy life style on the use of M-

2 commerce. Accepted

There is significant impact of large youth population on the use of

3 M-commerce. Accepted

There is significant impact of language barrier on the use of M-

4 commerce. Accepted

There is significant impact of mobility feature on the use of M-

5 commerce. Accepted

There is significant impact of reduced rates of smart phones on the

6 use of M-commerce. Accepted

5.2 Discussion

Under this research it is found that consumers as well as old traditional retailers are

also inclining towards mobile commerce. Most of the businesses and retailers intend to take

the advantage of the new business possibilities offered by wireless technologies; encouraged

by optimistic. Yet contradictory forecast on the future column of mobile commerce. This

study highlights the importance revealed from customer perspectives when developing

mobile commerce strategies. This study reports on a survey conducted to investigate the

intention of Indian consumers to use a number of initial mobile services and to explore

whether consumers recognize the value proposition of these applications. Apart from offering

theoretical and empirical insights relating to the value creating features of m-commerce from

a consumer’s point of view, this study results indicate a rather low willingness to use mobile

services in general, but comparatively high willingness to use some applications. The results

184
do not, however, proof that mobile commerce has fully penetrated and replacing traditional

commerce, but presents that now untapped sectors(PC users) are also getting influenced to

use mobile commerce.

In recent years, the use of new information and communication technologies like

mobile telephony has experienced unprecedented growth, providing consumers with new

options of relating and remains more updated, personalized communication. The mobiles

complementary, interactive nature and synergy with other direct sales systems such as

internet and television have made it an excellent interactive marketing tool which helps

companies to complement their communication and sales actions on other media. Studying

the generalized use of mobiles and the scarcity of studies which analyze the profile of the

users of this system, this work has contributed to the research by providing an understanding

of the factors influencing M-commerce adoption.

Under the study we have analyzed the influence of relations with the mobile,

consumer demographic profile, non-store shopping previous experience, the influence of the

attitude to M-commerce and affinity with the medium on M-commerce behavior and we have

identified the key drivers of future M-commerce intention. Data analysis depicts that age,

relations with the mobile, internet shopping previous experience, attitude towards M-

commerce are the main drivers of M-commerce decision while age, length of mobile device

use, consumer attitude towards M-commerce, affinity and previous M-commerce experience

are the most relevant and important factors influencing future M-commerce intention.

185
 Data analysis reveals the fact that age is the main demographic variable which can

predict M-commerce behavior, mobile affinity and future M-commerce intention. One of the

important reasons for this is that young people have the attribute of readiness to change, they

are keen to adapt with new technologies. A possible explanation for this is that the new

technological progress in mobile telephony makes it necessary to bear in mind the individuals

capacity to understand the changes and complexities of the new technologies and to develop a

positive attitude towards young people use the mobile telephone from a very early age and

for them it is a source of an alternative shopping channel. Young consumers show more

positive attitude towards innovation and change thus are more willing to accept new services

and contents offered by the different mobile phone operators. They are definitely the cluster

with the most favourable attitudes towards the direct shopping channels.

It is also worth mentioning the positive influence of age on length of mobile use. A possible

explanation for this is the fact that less than ten years ago the having mobile in India

was a very expensive item with limited performance mainly used in a professional capacity by

a specific segment of the population and was therefore young people could not afford.

Gender, education, occupation and incomes have not turned out to be determinant factors

in the M-purchase decision. The possible differences due to gender in M- shoppers tend to

disappear as a consequence of changes in social habits and in thegreater level of introduction

and development of the new technologies. Thus, the findings of this study confirm the results

of other research which reveals the fact that women are also becoming increasingly familiar

with virtual environments and that mobile use is becoming more and more widespread.

Previous experience shows a positive influence on future.

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 Mobile commerce intention suggesting that a consumer who has previously

purchased through the mobile application rely to make a purchase in the future. Making

Internet purchases does also have a significant influence on the M-commerce decision.

Nowadays consumers frequently purchase products and services through internet by breaking

the barriers of non-store shopping and therefore are inclining more towards mobile

commerce. Internet shopping experience has also been found to be a positive influence on M-

commerce attitude. Use of 2G, 3G and 4G high speed smart mobile phones and cheap

internet data pack resulted as a major turning point in encouraging mobile commerce with

tremendous speed. AS mobile is one of the main formats for internet access.

Individuals attitude decides the current and future mobile commerce use intentions,

as there is too much dependency nowadays on phone whether we think of shopping, listening

to music, playing games, entertainment, booking cab, booking hotels, booking train or flight

tickets, using E-wallets and many more in a way or other we are using mobile commerce.

Empirical findings shows that gender differences are significant which means that research

variables demonstrate that gender differences are significant , it means that research variables

differ regarding to respondents gender. Men have more positive and encouraging attitude

than women with little difference, which can be considered in marketing strategies for

segmentation, targeting and positioning.

Results of MANOVA also reveal that when it comes to consumer adoption

decisions, demographic characteristics are not consistent and powerful predictors. By

applying t-test, condition of variable of research is studied and results show that respondents

have a favorable opinion about intention to adopt mobile commerce and answers to a direct

question of intending to use M-commerce was positive in 92% scale.

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 This thesis has researched the use and adoption of mobile commerce with effort to

find out the effectiveness of m-commerce applications by indentifies the affecting factors. As

India is considered as one of the biggest markets of world. There are many traditional items

of ancient times are made about what even we being Indian are not that much aware, But by

adopting M-commerce way of doing business not just under privileged manufactures will be

benefited but people will come to know if all this is made available on electronic and internet

platform.

As companies like Amazon, Flipkart, Snapdeal they fulfill customer requirement of

every country from their local goods only. So its not that old and traditional retailers have a

competition instead doors of new opportunities is getting open with the advancement of M-

commerce.

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 SUGGESTIONS AND CONCLUSIONS

6.1 Suggestions

Following are the suggestions-

1. M-commerce managers and providers should consider compatibility as the strong

determinant of using m-commerce and hence, they should improve their compatibility

with various user requirements, past experience, ease of use, lifestyle and belief in order to

be consistent with user expectations and requirement.

2. If we consider the awareness issue about mobile commerce most of the respondents are

very much aware about mobile commerce and its uses. Most of the respondents are regular

users of M-commerce and those who are not M-shoppers are also aware about mobile

commerce. So conversion ratio should be made high. Just making them aware is not the

objective but to convert them to M-shoppers should be the target.

3. If we consider the demographic factors then young population between age group 15-25

are the main users of M-commerce as young people have the attribute of adaptability and

readiness to change. They want to go with the changing technology and trend. So the

companies must come up with something unique, attractive and vibrant to keep them stay.

But main of concern is the age group between 26-35, 36-45, 46-55 and above 55 as they

are the people who are actually earning members of the family. Age group of 15-25 may

generate demand but actual purchase will take place by those who are earning themselves.

Growth of M-commerce sales can be imagined with this only one the most revenue

generating fashion company Myntra and parent company flipkart shut down their websites

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 and is doing business through Apps only. But companies need to give it serious thought

for these four groups expectations, requirements and demands too. As between 26-35 age

group can be the most prominent target for M-commerce companies. As per present

culture husband wife both are working hardly gets time for grocery related work in that

case options like ondoor, Big Basket to buy all necessary stuff including fruits and

vegetables is becoming very popular. For age above 50 in this age apps related to

medication, doctors appointment, few religious songs and stories based apps have much

chances of adoption.

4. If we consider the gender issue then Males are more responsive for using mobile

commerce. Although women are also becoming familiar to mobile commerce with fast

pace and soon there won’t be much difference in using ratio. So M-commerce services

should be such which can bring some change not just for the women of urban areas but

also for middle class and lower middle class women to make their life easy and

comfortable.

Today Apps like urbanclap makes the life of women more easy and convenient by

providing options of Deep home cleaning, Appliances repair, Washrooms cleaning,

Parlour and Spa at home, Massage for men and women, Pest control, House painting, Sofa

cleaning, Kitchen deep cleaning.

5. Mobile commerce feature of ease of use is really incredible; it has made shopping

experience really easy, now by remaining at home, just by searching site and few clicks

we can buy everything. Its mobility feature is also unique, now we are not bound to at a

place then shop. Whether we are at home, at workplace anywhere we can use the apps and

services of mobile commerce. The need is to make it more safe and secure. If speed issue

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 is resolved then proper utilization of M-commerce will be possible. Without any doubt all

the convenience related feature mobile commerce is popularizing in India. Most of the

fashion & clothing related Apps, Cab booking Apps, E-wallets, E-banking apps, mobile

ticket booking and food related apps are excessively in demand.

6. Mobile services and applications pamper customers a lot. There are many attractive offers

and discounts, which really makes shopping experience lovable. Like if we book movie

tickets through paytm we really get either cashback offers or vouchers. Apart from this

attraction applications of M-commerce should be such that it becomes inevitable part

Indians life. As far as Indore city is concerned latest food and beverage related apps like

Swiggy, Zomato, Ubar eats are very famous among students because of lot many discount

offers, quick delivery time, choice to have food from desired point.

7. Mobile commerce has really reduced the shopping time and geographical distance as well.

Now we don’t need to go shop to shop for getting the products and services of our choice.

Mobile commerce perfectly suits to present lifestyle also although this suitability to

lifestyle factor is understood by young age people but the old and not much technology

savvy people still give more preference to direct buying but physically looking every

option, by checking the things thoroughly. Mobile commerce based companies need to

maintain the authenticity by delivering exactly the same what they display and claim on

apps to enhance the trust factor in customers and users.

8. Low cost of smart phones and internet data plans have actually revolutionized the present

technological scenario. 10 years before from now having a mobile was luxury but now

people easily afford a smartphone as now affording it is not as expensive then earlier. So,

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 much credit of boost of mobile commerce goes to easy and low price availability of

smartphone.

9. Its ubiquity feature is unique in itself. It provides option of comparing physically available

products with online products. So customer can be assured about price before buying

anything.

10. Risk is one of the main hurdles for mobile commerce. As in mobile and internet

transactions confidential information whether related to personal details and bank details

of the customer and user are revealed on online platform. Fear of misuse of this

information make users sceptical for using mobile commerce. On the other hand if apps

and sites provide the option of cash on delivery then the risk is less but if the payment is

made online prior to delivery then the fear of being cheated is more. Though young

population takes the risk and comparatively convinced but the people of middle age group

are not that assured and convinced on risk issue.

11. Literacy is one of the inevitable requirements for using mobile commerce related

transactions. In case of direct shopping no such compulsion is there. If by using voice

based options only same features and options can be made available will expand the target

users.

11. Language is one of the biggest barriers because it restricts the use of mobile commerce up

to the English only. In India hardly 5% people can speak and understand English

language. All the apps use English language in that case 95% customers can not be

targeted.

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 As in other countries like China and Japan apart from English language their mother tough

language is also there as option the same way in India too as much possible localization of

options and language should be provided.

12. Even teen age students also carry smartphones now they apps like Byjus, Khan academy,

Edmodo, Unacademy may bring a revolution in education industry. Along with traditional

classroom teaching children will learn online implication of theory into practical.

6.1.1 Implication of Mobile commerce theory

The objective behind conducting this research understands the effectiveness of

mobile commerce for Indian mobile subscribers. The future scope of m-commerce is very

bright in India due to the increasing number of mobile connections and mobile shopping

options. Also, the banks are tying up with telecommunication service providers to offer a

huge variety of mobile commerce facilities.

Most of the people are getting connected into the world of m-commerce every day.

Today, consumers in India can use their mobile phones to pay different kinds of bills. (Buse,

2007). M-commerce is in the developing stage right now, but, very soon, consumers will be

able to pay all their utilities bills through their mobile phones (Jordan, 2008).

This will be highly convenient and will save a lot of time. Transferring money is

another feature of m-commerce that is gaining remarkable popularity in India. Almost all the

banks are providing mobile banking options that enable people to stay connected with their

bank accounts through their mobiles. Specific applications have been created for this purpose.

While people can check balance and account details via sms as well, applications need to be

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downloaded and installed for money transfers. Mobile transactions are sure to increase in the

upcoming years as the applications are becoming more secure and fast (Singh, 2012).

The most common usage of m-commerce is retail payments. People can use their

mobile phones to pay at different malls and shopping centers. This is a fairly new concept

and Indians are used to paying through cash or card. But, in future this payment option has

huge potential as it is extremely safe. Also, mobile commerce can be used for online

shopping too. Almost all the popular Indian retail sites like Flipkart.com, etc. offer mobile

payment options. Buying movie tickets through mobile applications has become extremely

common in India today.

Bookmshow.com, Ticketnew.com, etc. offer such applications based on mobile

commerce that enable people to book movie tickets through their phones (Vaidya, 2011).

While mobile ticket booking is common for multiplexes, the single screen theaters are still

warming up to the concept. But, this concept is all set to become more popular in future and a

time will come when people will stop queueing up at the box office and will buy movie

tickets only through their phones (Singh, 2012).

6.1.2 Implication for future research

Result of this research proves that on various aspects further research can be

conducted. This research can be performed in different context and fields for evaluating and

analysing the additional construct and validating possible moderating effects, impact of each

factor such as perceived usefulness can distinguish for different mobile commerce services

like information like information services that just notify the customer and do not involve the

customer and do not include any monitory transaction.

As we all are aware that India is rapidly becoming digital India. All the government

departments are working on digital platform today. Either we have to pay our electricity bill,

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 mobile recharge, DTH recharge, fund transfer, movie ticket booking, cab booking, train,

flight or bus ticket booking, hotel booking, online shopping or many more uncountable

activities we take the help of E-commerce and M-commerce.

In my research I have tried to explore few topics only, lot more is still untouched.

Further research can be done to identify the change in user reaction over time to understand

the influencing factors to adopt and actual use after adoption in different time period. This

study is performed in B2C M-commerce which is different from B2B context. Further study

can be performed in B2B context means from business to business point of view.

6.2 Future of Mobile Commerce

Mobile commerce allows users to perform load of advanced business transactions

through their handheld mobile devices. People use mobile devices not only for

making/receiving calls but also for doing online shopping, online transactions, playing and

downloading games, songs, movies, actively becoming part of all social networking sites like

facebook, whatsapp, twitter, instagram. Snapchat and many more. Booking online tickets of

train, bus, flight, movie tickets, cabs and so on.

Tablets, such Apple iPad, Amazon Kindle or Samsung Galaxy Tab are extensively

used by e-book reader, whereby users can read online newspaper, magazines, articles, blogs

on completely mobile environment.

6.2.1 Mobile Payment Applications

Mobile payment applications allow users to make payments through their handheld devices.

While making mobile purchase of various items through mobile shopping websites, users can

make online payments by just using Net Banking, Debit Card or Credit Card. There are many

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payment options available, such as mobile billing payments, mobile credit payments, smart

card based mobile payments, etc.

In order that common people get the benefit of mobile payment the payment

application should be universal, secured and user friendly. Widespread and fearless use of

mobile payments system is only possible when common people will find it safe, easy and

trustworthy. As mobile payments offers instant payment option from anywhere on the earth

irrespective of POS terminals, barcode scanners, credit card readers or bank branches. Future

is of mobile commerce only as the young generation has welcomed and accepted mobile

commerce open heartedly.

6.2.2 Mobile Shopping

Mobile shopping is the process of purchasing goods and services through mobile

devices. Most of the retailers are making their dedicated applications to target online

customers also. In order to attract the customers in mobile purchase, various discount

coupons, cash back offers and other free offers are sent via SMS to the mobile devices of the

prospective customers. Mobile payment options are also available to the customers to

purchase directly from their handheld devices anytime from anywhere.

In order to encourage mobile shopping, right product on committed time at specified

address is delivered. Extensive research on consumer preference as well as market trends

need to be done so that retailers can get correct market information, segmentation and target

customers without any fault.

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6.3 Limitations

Few limitations were found in M-commerce concept, although the concept is new

India and still in infancy stage; for example, types of applications are limited to some mobile

banking, MMS and information related service. As the insufficient understanding of M-

commerce and its applications causes barriers in growth of mobile commerce. Although the

sample selected were all mobile subscribers and mobile commerce users but broader sample

can be among whole population which using mobile phones is a prerequisite condition.

Since mobile commerce is still is primary stage and has lot more potential to deal

with all the transaction such as mobile banking, mobile ticketing, mobile entertainment,

mobile advertising, so it need extensive research in various disciplines and contexts.The

nature of mobile commerce comes with several technical disadvantages:

Screen size: While mobile phones and tables screens are becoming bigger, the screens are

still significantly smaller than those of laptops and PCs. As a result, information has to be

condensed or, often better, simply not be offered. The same applies for certain features that

may work well on larger screens but are nearly impossible to use on a small screen, like

product configurations.

No keyboard: While several technologies have made it easier to fill in forms on a mobile

screen, it is still tough compared to keyboards of laptops and PCs. Retailers have to be aware

that on mobile devices they should offer as little information as possible. It is best to store

preferences as delivery address and payment preferences as much as possible in the user

profile so that he does not have to retype these.

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Chances of Fraud: Many frauds and cheating also take place in mobile commerce. There are

few incidence of online shopping in which by making online payment, product is booked, but

in delivery it is observed that the delivered product is not same what was booked. For making

online transactions credit/debit card details is given, many times these confidential details are

misused and fraud is done.

Bandwidth: While bandwidth is in most countries improving rapidly (most countries now

offer 4G next to 3G with 5G being introduced in the first countries in 2018. However, while

bandwidth is improving, it is by far stable. Depending on the number of people in the

neighbourhood, actual Internet speed may still be low. Retailers have to be aware that their

mobile websites have to be kept “light”.

Payment: Depending on the country, the number of payment methods suitable for mobile

usage may vary between many and zero. Entering credit card details on a website using a

mobile phone is tedious. In China, mobile wallets like those of WeChat and Alipay were built

for mobile devices.

Processors: Use of less powerful processors leads to slow processing speed. To overcome

this issue web developer would have to use server ride scripting which will bring more load

to the servers.

Expensive: Wireless connection of a mobile device to the internet is still a relatively new

technology although the cost of wireless connection also expensive as the technology is still

under heavy development.

Speed: In India average available speed of internet is 6.5Mbit/s and the average peak

connection speed is 100Mbit/s globally according to the Akamai Q1 2017 report. Internet

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based operations keep buffering for quite long.As India is heading towards becoming digital

India, but this speed is a big constraint in success path.

Language barrier: Language is a barrier in M-commerce success as English is the main

language used for operating phone and internet. Although India is the world’s second largest

English speaking country. But still only 10%of its population or 125 million people are

comfortable with English language. Although now most of the mobile phones provide option

of Hindi language but for getting online knowledge of English is must.

Literacy barrier: India literacy rate is 74.04%. Literacy rate in India is uneven and as such,

different states, UT and cities of India have difference in their literacy rates. Use of M-

commerce is confined to literate people only. This is one of the main challenges of M-

commerce. As out of total literate population those who reside in urban areas are main users

of mobile commerce. But major population resides in villages, in rural areas and their mobile

commerce is yet to reach.

Physical shopping satisfaction: In India still most of the people do not get shopping

satisfaction unless they physically touch the product. In online shopping consumers don’t get

the facility of physically checking the goods. Only on the basis of pictures and videos

consumers take the decision and select the product. Although 65% population of India is

young by age. But still old and mid-aged people do not get convinced to shop without

physical verification.

Despite few limitations, in mobile commerce, the strength outweighed the weakness and the

survey was the appropriate design to adopt.

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6.4 Conclusion

M-commerce means exchange of goods and services over the internet by the use of

mobile phones or Mobile commerce is wireless electric commerce used for conducting

commerce related activities of business using a wireless hand held devices like cellular phone

or tablet. Nowadays it is defined as next generation M-commerce, which enables users to

make access to the internet without requirement of a place to plug in. The main technology

makes the dream of M-commerce a reality is wireless application protocol (WAP). Mobile is

becoming quite dominant reason for accessing communications mainly because using mobile

network is not only cost-efficient but also mobile provides greater flexibility and convenience

to its subscribers in comparison to landline telephones.

Over the last few decades, mobile applications have been evolving in India, with a

wide variety now in use. Applications have been developed for existing mobile platforms

including smart-phones, laptop PCs, PDAs, tablets and specialty pagers.

Under this research it is found that consumers as well as old traditional retailers are

also inclining towards mobile commerce. Most of the businesses and retailers intend to take

the advantage of the new business possibilities offered by wireless technologies; encouraged

by optimistic. Yet contradictory forecast on the future column of mobile commerce. This

study highlights the importance revealed from customer perspectives when developing

mobile commerce strategies. This study reports on a survey conducted to investigate the

intention of Indian consumers to use a number of initial mobile services and to explore

whether consumers recognize the value proposition of these applications. Apart from offering

theoretical and empirical insights relating to the value creating features of m-commerce from

a consumer’s point of view, this study results indicate a rather low willingness to use mobile

services in general, but comparatively high willingness to use some applications. The results

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do not, however, proof that mobile commerce has fully penetrated and replacing traditional

commerce, but presents that now untapped sectors (PC users) are also getting influenced to

use mobile commerce.

In recent years, the use of new information and communication technologies like

mobile telephony has experienced unprecedented growth, providing consumers with new

options of relating and remains more updated, personalized communication. The mobiles

complementary, interactive nature and synergy with other direct sales systems such as

internet and television have made it an excellent interactive marketing tool which helps

companies to complement their communication and sales actions on other media. Studying

the generalized use of mobiles and the scarcity of studies which analyze the profile of the

users of this system, this work has contributed to the research by providing an understanding

of the factors influencing M-commerce adoption.

Under the study we have analyzed the influence of relations with the mobile,

consumer demographic profile, non-store shopping previous experience, the influence of the

attitude to M-commerce and affinity with the medium on M-commerce behavior and we have

identified the key drivers of future M-commerce intention.

Data analysis depicts that age, relations with the mobile, internet shopping previous

experience, attitude towards M-commerce are the main drivers of M-commerce decision

while age, length of mobile device use, consumer attitude towards M-commerce, affinity and

previous M-commerce experience are the most relevant and important factors influencing

future M-commerce intention.

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 Data analysis reveals the fact that age is the main demographic variable which can

predict M-commerce behavior, mobile affinity and future M-commerce intention. One of the

important reasons for this is that young people have the attribute of readiness to change, they

are keen to adapt with new technologies. A possible explanation for this is that the new

technological progress in mobile telephony makes it necessary to bear in mind the individuals

capacity to understand the changes and complexities of the new technologies and to develop a

positive attitude towards young people use the mobile telephone from a very early age and

for them it is a source of an alternative shopping channel. Young consumers show more

positive attitude towards innovation and change thus are more willing to accept new services

and contents offered by the different mobile phone operators. They are definitely the cluster

with the most favourable attitudes towards the direct shopping channels.

It is also worth mentioning the positive influence of age on length of mobile use. A

possible explanation for this is the fact that less than ten years ago the having mobile in India

was a very expensive item with limited performance mainly used in a professional capacity

by a specific segment of the population and was therefore young people could not afford.

Gender, education, occupation and incomes have not turned out to be determinant

factors in the M-purchase decision. The possible differences due to gender in M-shoppers

tend to disappear as a consequence of changes in social habits and in the greater level of

introduction and development of the new technologies. Thus the findings of this study

confirm the results of other research which reveals the fact that women are also becoming

more and more widespread. Previous experiences show a positive influence on future.

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 Mobile commerce intention suggests that a consumer who has previously purchased

through the mobile application rely to make a purchase in the future. Making internet

purchases does also have a significant influence on the M-commerce decisions.

Mobile commerce will continue to enjoy spectacular growth in next five years, and

most of the revenue will be generated by different applications, such as mobile shopping,

mobile payments, mobile gaming and mobile entertainment. Without any doubt India is going

through a sort of mobile commerce revolution and with more activities happening on the

smartphones, experts believe that m-commerce is becoming future of e-commerce.

A new Zinnoy Study reveals the fact that as smartphone sales continue to increase

by 51 percent every three months, the mobile commerce market may grow by 55 percent

from its present size of $2 billion to $19 billion by 2019.

Research reveals that right from user research to product anytime and anywhere,

smartphones are emerging point of purchase and to rapidly changing consumer shopping

pattern, traditional retail stores and e-commerce companies are increasing their focus on

mobile commerce and apart from physical stores coming up with online applications also to

target online customers as well.

According to survey at least 9 out of 10 consumers had researched a product on their

phone while online transactions on the smartphone platform rose between 30-50 percent in

the tier II and III cities. Moreover, it said 54 percent of the consumers have purchased either a

product or a service from their smartphones.

A recent vizury study too states that mobile is more than a search device in India

now as mobile commerce, it says, has climbed up by 130 percent within a year, accounting

for 58 percent of online sales in the country.“Mobile commerce in India has witnessed an

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exponential growth last year especially in lifestyle segment and we expect this graph to

continue upward in coming years as well. Studies reveals accounting over 55 percent

shoppers make search and shopping through mobile commerce.Mobile retail applications will

show remarkable growth in near future as more and more users will start performing mobile

purchase transactions through their mobile devices. Survey shows that nearly 10% of retail

revenue comes from mobile retail applications. Major retails of India feels that mobile sales

channel will be the main driving factor for retail growth, and have launched mobile retail

website to capture the mobile market.Mobile social networking sites will be hooked to social

networking sites and advertisements along with purchase options displayed in these sites will

further add to the growth of mobile shopping.

To exploit the advantages attached to mobile commerce, retailers must provide

adequate search and surfing facility in their mobile website with the help of renowned search

engines like Google chrome. Mozilla, Opera etc. , so that users can access the required

information from their mobile devices before deciding to purchase something online.

According to an article published in one of the renowned newspaper out of total e-

shoppers 50% shareholding will be of women. Number of female e-shoppers will enhance 2.5

times from current status. Shareholding of male will decrease. Although the buyers smaller

cities and of older age will accelerate. In coming years online buyers from metropolitan and

big cities will decrease from 60% to 51% in 2020. And customers above 35 ages will enhance

and head toward online shopping.

NFC( Near Field Communication) based mobile payment will show steady growth

in the near future as more and more people will start using their smartphones for making

mobile payments or for making mobile banking transactions. As security is one the major

limitations of mobile commerce many technological advancements in form of biometric

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authentication as well as voice command recognition are taking place for safety and security

of users data and personal information and for catering to growing user demands. In order to

offer reliable, fault-proof and secure mobile payment systems to vast number of mobile users

on daily basis.

There are new trends reshaping the world. Mobile commerce is sometimes described

as a wireless extension of wired electronic commerce which is easily accessible anytime from

anywhere. Products and services like M-shopping, M-ticketing, Mobile money transfer,

Mobile banking, Mobile ATM, Location based services etc; are the factors which are making

M-commerce so popular day by day. Mobile commerce is the way of doing business in a

flexible way, by making the transaction anytime from anywhere. M-commerce depends on

the availability of mobile connectivity. We have become used to making mobile phone calls

anywhere, at any time in the same way consumers are able to shop using a hand held device,

PDA, mobile and Tablet ,wearable computer or smart wireless devices. M-commerce offers

multiple advantages like ubiquity, personalization, flexibility, and distribution, instant

connectivity, immediacy. There are many ways in which consumers of India can be benefited

from advancement of mobile commerce.

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