With the ubiquitous diffusion of mobile enabled internet, individuals are constantly immersed in both virtual and physical environments. While this causes distractions, lower attention spans, and disasters like texting while driving and walking, it also creates synergies and smoother...

This chapter presents our perspective on the evolution of m-commerce in India, where the telecommunications sector was privatized in 1992 and further deregulated in 1999. The chapter introduces the leading mobile telecom players and relates them to the emerging trends. Intertwined with this...

Purpose: The objectives of this research are to differentiate mobile internet users in terms of their physical context orientation and identify market segments that help companies and policy makers address user needs and behaviors. Design/methodology/approach: Two methodologies - focus groups...

Purpose – The purpose of this paper is to demonstrate how to design better awareness and memory of product information using mobile coupon campaigns among those who do not redeem the coupons. Design/methodology/approach – The research involves two field experiments with a Mid Western mobile...

Purpose – The purpose of this paper is to illustrate how managers can strategize different aspects of mobile coupon promotions to enhance their redemption rates. Design/methodology/approach – A secondary data set of campaign designs and responses were provided by a Midwestern mobile...

Location-based advertising (LBS) through mobile phones aims to remove geographical and information barriers between consumers and marketplace offerings by reaching shoppers when they are proximate to advertisers’ locations. Though such contextual advertising seems convenient, it may also be...