Business Models and Strategies of M-Commerce: A Review
The focus of this paper is on reviewing business models in the literature from the mobile network operator (MNO) perspective; observing the strategic decisions made by companies and discussing the possibility of a standard in m-commerce business model that can emerge in the near future. This paper analyses theoretical and empirical evidence of business models and strategies across the world. Results indicate that the focus of business models has shifted towards value net approach with customer at the core and all the other players in value chain encircling it, forming relationships to obtain win-win situations. Empirical evidence from authors belonging to various geographical locations across the world will provide an insight of market trends and behavior in those particular regions. This study can provide a reference and aims to fill the void in literature regarding business model and strategies as it is important to focus on business aspects of m-commerce.