In recent years competitive pressure in mobile markets has increased remarkably. New business models and thus new actors have entered the market. This contribution analyzes the reconfiguration of value structures and strategies in mobile markets. For this purpose, mobile network operators’...

The purpose of the paper is to analyze mobile payments in the mobile commerce scenario. Therefore, we first classify the mobile payment in the mobile commerce scenario by explaining general offer models, charging concepts, and intermediaries. Second, we describe the mobile payment reference...

An important condition of business profit in mobile commerce offers in the B2C area is the availability of wide accepted mobile payment procedures. The contribution considers mobile payment on the perspective of diffusion theory and analyses which relative advantages could arise by using mobile...

A prior study showed that mobile viral marketing is an important issue of mobile marketing. Using a multicase study research approach, we introduce a typology of four standard types of mobile viral marketing and extract eight success factors for this new form of marketing. As a final step, we...

Marketing experts consider the mobile device as an extremely promising marketing tool as it supports them to cope with their major challenge: getting time and attention from customers. Current mobile marketing research mostly covers success factors and acceptance analysis. Categorization, when...

The perception of mobile payment procedures’ security by the customer is one major factor for the market breakthrough of the according systems. In this paper we examine security issues in mobile payment from the viewpoint of customers. Based on theoretical research we analyze empirical data...

The result of this contribution is a categorization and thus a description model for mobile advertising campaigns using the morphological method. For identification of the characteristics 32 case studies were analysed and relevant literature was sighted.