MD. Wasim Haider, Irfan Khan, Bhanu Sahu

ABSTRACT

The study reports on a national consumer survey conducted to investigate the Indian consumers’ willingness to use a number of initial mobile services, and to explore whether consumers recognize the value proposition of these applications. Besides offering theoretical and empirical insights relating to the value-creating features of m-commerce from a consumer’s point of view, the study presents results indicating a rather low willingness to use mobile services in general, but an exceptionally high willingness to use some applications. The results do not, however, support the supposition that m-commerce is likely to increase the overall volume of e-commerce significantly by penetrating into untapped markets (non-PC users). In recent years, the use of new Information and Communication Technologies like mobile telephony has experienced unprecedented growth, providing consumers with new ways of relating and more agile, personalized communication. The mobile’s complementary 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 in other media.