joya mobile new.doc

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Term Paper on

Mobile Commerce a new way to Business

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Term Paper on

Mobile Commerce a new way to Business

(This term paper Is Submitted For the Partial Fulfillment of the Degree of Bachelor of

Business of Administration with a Major in Finance

Submitted To:

Mr.Rajib DuttaLecturer

Faculty of Business StudiesPremier University

Prepared By

Name

Student !D"Pro#ram BB$Semester %t&

RMB$Major in finance

Submission Date December 1'( )*1'

PR+M!+R UN!,+RS!-

/0!--$2N

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Letter of Transmital

Date *3414)*1'

-o

-&e Su5ervisor

Mr.Rajib Dutta

Faculty of Business $dministration

Premier University

/&itta#on#( Ban#lades&

Sub: Submission of the term paper on Mobile Commerce a new way to Business

Sir(

! am a student of BB$ 5ro#ram of Premier University /&itta#on#. !6m &a55y anddeli#&tin# to submit &ere 7it& a co5y of term 5a5er for your 8ind evaluation anda55reciation.

! 7ould be &onored if you #o t&ou#&t my re5ort and find it 7ort&7&ile as really 5ut in a

lot of effort 7&ile 5re5arin# it. ! &ave immense 5leasure to &ave t&e o55ortunity to study

on Mobile /ommerce

! believe t&at t&is re5ort &as enric&ed my 8no7led#e.

!f you &ave furt&er 9ueries re#ardin# t&e re5ort( 5lease let me 8no7. ! 7ould be obli#ed

to avail at your convenience.

I remain Sir

Your most obedient Student

NameStudent !D"Pro#ram BB$Semester %t&RMB$Major in finance

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c!nowled"ment

-&is term 5a5er is an outcome of t&e #enuine su55ort of many 7ell47is&ers( friends andit is because of t&e co4o5eration t&at ! received from various ends t&at t&is re5ort &asattained t&e s&a5e t&at it deserves. ! 7ould li8e to e:tend my sincere t&an8s to all oft&em.! am &i#&ly indebted to Mr. Rajib Dutta( lecturer( Faculty of Business $dministration( for&is #uidance and constant su5ervision as 7ell as for 5rovidin# necessary informationre#ardin# t&e re5ort and also for &is su55ort in com5letin# t&e re5ort.

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Table of Contents:


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Chapter: #

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#$# Introduction

-erms li8e mobile commerce and mobile mar!etin" &ave created a &u#e bu==. !fbusinesses could use mobile 5&ones to reac& consumers anytime( any7&ere( it 7ouldfundamentally c&an#e &o7 t&eydo business. 0o7ever( today mobile still re5resents a tinyc&annel for most com5anies. >uni5er Researc& estimates most consumer 5roductscom5anies s5end less t&an 1? of t&eir total advertisin# bud#et on mobile. -&is 7illc&an#e and t&e c&an#e 7ill li8ely be even faster and more dramatic t&an t&e initial 7aveof mobile 5&one ado5tion t&at today means over ; billion 5eo5le use a mobile 5&one. -&esuccess of $55le6s $55 Store( 5rovidin# mobile a55lications for t&e iP&one( s&o7s &o79uic8ly tec&nolo#y canbe ado5ted by consumers. -&ese innovations si#nificantly im5acts dynamics of retailindustry in comin# future. !t 7ould be interestin# to e:5lore &o7 consumers e9ui55ed

7it& modern mobile 5&ones connected to t&e internet 7ill im5act retail stores and &o7anyone ma8in#( 5romotin# or sellin# 5roducts in a bric8 and mortar retail environmentcan 5re5are for it.Most retail stores are com5le: environments t&at &ave develo5ed #radually over t&e 5astfifty years. -&ere are t7o levels to t&at com5le:ity. Firstly( t&e move to t&e self4serviceformat from t&e service format t&at 5receded it 7as a massive cultural c&an#e. Forconsumers( self4service meant c&oice( convenience and value.

!m5ortance of ban8in# system in a country is increasin# day by day. !t is 9uite im5ossible

for any country to develo5 in industrial and commercial sector 7it&out sound ban8in#

system in modern economic era. eneral Ban8in# and Mobile commerce is one of t&e

si#nificant functions of t&e ban8. !t 5lays a vital role in overall economy of t&e country.

Ban8 collects information from numerous sources relatin# to cost and revenue from

/ustomer Mana#ement.

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%b&ecti'es of the Study

-o identify o55ortunities for Mobile Mar8etin# in t&e Retail !ndustry.

-o study 5rofiles of mobile solution 5roviders alon# 7it& t&eir business

cate#ories( solutions and su55orted mobile 5latforms in order to identify mobilemar8etin# o55ortunities.

-o find out t&e o55ortunities of mobile mar8et in Ban#lade&.

Met&odolo#y

Bot& 5rimary and secondary data sources 7ere used to #enerate t&e re5ort.

Primary:

Primary data are root level data and are collected 7it&out correction. -&ese data 7ere

collected by

1A Face to face conversation 7it& customer as 7ell as em5loyee

)A By observin# various or#ani=ational 5rocedures

Secondary:

$nnual re5orts and PDF of Mobile commerce of different ban8s( !nstruction circular of

0ead 2ffice( Broc&ures of different Ban8s( Ne7s Pa5er Ma#a=ine re#ardin# Mobile

Ban8in# issues( Seminar 5a5ers and so on.

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!imitation of the Stud"

-&e major limitations of t&is study are

Sufficient records( 5ublications 7ere not available as 5er my re9uirement.

-ime constraint.

Non4coo5erative be&avior of some officials of t&e ban8.

Lac8 of o55ortunity to 7or8 in all t&e de5artments for a lon#er time.

U5 to date data are not available.

Lac8 of o55ortunity to visit more t&an one branc& as 7ell as Mobile Ban8in#

$#ent.

/ustomers are not free to intervie7 lon# time.

Brief 2vervie7

M4commerce or Mobile /ommerce refers to 7ireless electronic commerce used forconductin#commerce or business t&rou#& a &andy device li8e cellular 5&one or PersonalDi#ital $ssistantCPD$sA. !n ot&er 7ords it is t&e ability to conduct commerce usin# amobile device( suc& as amobile 5&one( a Personal di#ital assistant CPD$A( a Smart5&one(or ot&er emer#in# mobilee9ui5ment suc& as das&5ot mobile devices !t is t&e ne:t#eneration 7ireless e4commerce t&atneeds no 7ire and 5lu#4in devices. Mobilecommerce is usually called as m4/ommerce in7&ic& user can do any sort of transactionincludin# buyin# and sellin# of t&e #oods( as8in# anyservices( transferrin# t&e o7ners&i5or ri#&ts( transactin# and transferrin# t&e money byaccessin# 7ireless internet service ont&e mobile &andset itself.-&e ne:t #eneration of commerce 7ould most 5robably bemobile commerce or m4commerce.Presumin# its 7ide 5otential reac& all major mobile&andset manufacturin# com5anies arema8in# E$P enabled smart 5&ones and 5rovidin#t&e ma:imum 7ireless internet and 7ebfacilities coverin# 5ersonal( official andcommerce re9uirement to 5ave t&e 7ay of m4commerce t&at 7ould later be very fruitful

for t&em.


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(ormulation of )ypothesis

0y5ot&esis is a tentative t&eory or su55osition 5rovisionally ado5ted to e:5lain certainfacts and #uide t&e investi#ation of ot&ers. !t is a tentative and declarative statement

formulated to be tested describin# relations&i5 bet7een conce5ts. 0y5ot&esis is astatement of 5redicated outcomes of t&e researc&. $ &y5ot&esis is 5ro5osition 7&ic& t&eresearc&er 7ants to verify.

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Chapter: 2

*iterature +e'iew

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Mobile Commerce( or m4/ommerce( is about t&e e:5losion of a55lications and servicest&at are becomin# accessible from !nternet4enabled mobile devices. !t involves ne7tec&nolo#ies( services and business models. !t is 9uite different from traditional e4

/ommerce. Mobile 5&ones im5ose very different constraints t&an des8to5 com5uters. Butt&ey also o5en t&e door to a sle7 of ne7 a55lications and services. -&ey follo7 you7&erever you #o( ma8in# it 5ossible to loo8 for a nearby restaurant( stay in touc& 7it&collea#ues( or 5ay for items at a store.

$s t&e !nternet finds its 7ay into our 5urses or s&irt 5oc8ets( t&e devices 7e use to accessit are becomin# more 5ersonal too. $lready today( mobile 5&ones 8no7 t&e 5&onenumbers of our friends and collea#ues. -&ey are startin# to trac8 our location. -omorro7(t&ey 7ill re5lace our 7allets and credit cards. 2ne day( t&ey may very 7ell turn intointelli#ent assistants ca5able of antici5atin# many of our 7is&es and needs( suc& asautomatically arran#in# for ta:is to come and 5ic8 us u5 after business meetin#s or5rovidin# us 7it& summaries of relevant ne7s and messa#es left by collea#ues. But( for

all t&ese c&an#es to &a55en( 8ey issues of intero5erability( usability( security( and 5rivacystill need to be addressed.

Mobile commerce( or Gmcommerce(G &as &ad a transformative Cand &i#&ly 5ublici=edA

im5act on some businesses( includin# $ma=on( eBay and flas& sales sites li8e ilt. But

for t&e vast majority of retail com5anies( mobile re5resents only a ne#lible fraction of

total sales( and its li8ely to stay t&at 7ay for t&e ne:t &alf4decade( accordin# to data from

Forrester 5rovided e:clusively toMashable.

Sales of 5&ysical retail #oods and services made on smart5&ones 7ere H% billion in t&e

U.S. last year( accountin# for '? of online sales and less t&an 1? of total retail sales.

C-&ose numbers &ave been driven u5 by some outliers( li8e t&e aforementioned $ma=on

and eBay( 7&ic& &ave mobile sales in t&e billions( 5er Forresters estimates.A For most

U.S. retailers( mobile re5resents only 1.


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t&e smart5&ones t&emselves arent 5artly to blame +ven 7it& ima#e4=oomin#

ca5abilities( smart5&ones screen si=es ma8e it difficult to e:amine 5roducts closely(

5articularly in t&e a55arel cate#ory.

Eit& mobile retail sales still so small( is it 7ort& investin# inI Forrester says yes. +nsuret&at your mobile commerce site &as a fast c&ec8out solution( li8e PayPal +:5ress or

/&ec8out by $ma=on. Ma8e sure your mobile 7ebsites are res5onsively desi#n so t&at it

is o5timi=ed for t&e 7ide variety of device screen si=es on t&e mar8et. $nd above all(

invest in creatin# a #reat tablet e:5erience J $lt&ou#& t&ere are less of t&em out t&ere(

t&eyre #eneratin# si#nificant traffic and sales.

Products and ser'ices a'ailable

Mobile Money Transfer

!n most of t&e countries money transfer is mainly done t&rou#& t&e use of mobile 5&ones.

!n our country money can be transfer t&rou#& bi8as&.

Mobile TM

Eit& t&e introduction of mobile money services for t&e unban8ed( o5erators are no7

loo8in# for efficient 7ays to roll out and mana#e distribution net7or8s t&at can su55ort

cas&4in and cas&4out. Unli8e traditional $-M( Mobile $-M &ave been s5ecially

en#ineered to connect to mobile money 5latforms and 5rovide ban8 #rade $-M 9uality.

!n 0un#ary( ,odafone allo7s cas& or ban8 card 5ayments of mont&ly 5&one bills. -&e

0un#arian mar8et is one 7&ere direct debits are not standard 5ractice( so t&e facilityeases t&e burden of 9ueuin# for t&e 5ost5aid &alf of ,odafone6s subscriber base in

0un#ary.

Mobile tic!etin"

-ic8ets can be sent to mobile 5&ones usin# a variety of tec&nolo#ies. Users are t&en able

to use t&eir tic8ets immediately( by 5resentin# t&eir mobile 5&one at t&e tic8et c&ec8.

Most number of users are no7 movin# to7ards t&is tec&nolo#y. Best e:am5le 7ould

be!R/-/7&ere tic8et comes as SMS to users.

Mobile 'ouchers, coupons and loyalty

Mobile tic8etin# tec&nolo#y can also be used for t&e distribution of vouc&ers( cou5ons(and loyalty cards. -&ese items are re5resented by a virtual to8en t&at is sent to t&e mobile

5&one. $ customer 5resentin# a mobile 5&one 7it& one of t&ese to8ens at t&e5oint of

salereceives t&e same benefits as if t&ey &ad t&e traditional to8en. Stores may send

cou5ons to customers usin# location4based servicesto determine 7&en t&e customer is

nearby.

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http://mashable.com/2012/11/06/mobile-commerce-retail/http://en.wikipedia.org/wiki/IRCTChttp://en.wikipedia.org/wiki/IRCTChttp://en.wikipedia.org/wiki/Point_of_salehttp://en.wikipedia.org/wiki/Point_of_salehttp://en.wikipedia.org/wiki/Location-based_servicehttp://mashable.com/2012/11/06/mobile-commerce-retail/http://en.wikipedia.org/wiki/IRCTChttp://en.wikipedia.org/wiki/Point_of_salehttp://en.wikipedia.org/wiki/Point_of_salehttp://en.wikipedia.org/wiki/Location-based_service


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Stoc8 mar8et services offered via mobile devices &ave also become more 5o5ular and are

8no7n as Mobile Bro8era#e. -&ey allo7 t&e subscriber to react to mar8et develo5ments

in a timely fas&ion and irres5ective of t&eir 5&ysical location.

uctions

2ver t&e 5ast t&ree years mobile reverse auctionsolutions &ave #ro7n in5o5ularity. Unli8e traditional auctions( t&e reverse auction Cor lo74bid auctionA bills t&e

consumers 5&one eac& time t&ey 5lace a bid. Many mobile SMScommerce solutions

rely on a one4time 5urc&ase or one4time subscri5tion &o7ever( reverse auctions offer a

&i#& return for t&e mobile vendor as t&ey re9uire t&e consumer to ma8e multi5le

transactions over a lon# 5eriod of time.

Mobile browsin"

Usin# a mobile bro7serJa Eorld Eide Eebbro7ser on a mobile deviceJcustomers

can s&o5 online 7it&out &avin# to be at t&eir 5ersonal com5uter.

Mobile purchase

/atalo# merc&antscan acce5t orders from customers electronically( via t&e customers

mobile device. !n some cases( t&e merc&ant may even deliver t&e catalo# electronically(

rat&er t&an mailin# a 5a5er catalo# to t&e customer. Some merc&ants 5rovide mobile

7ebsitest&at are customi=ed for t&e smaller screen and limited user interface of a mobile

device.

In-application mobile phone payments

Payments can be made directly inside of an a55lication runnin# on a 5o5ular smart 5&one

o5eratin# system( suc& as oo#le $ndroid. $nalyst firm artner e:5ects in4a55lication

5urc&ases to drive ;1 5ercent of a55 store Calso referred to as mobile soft7are distribution

5latformsA revenue in )*13.

!n4a55 5urc&ases can be used to buyvirtual #oods( ne7 andot&er mobile content and is ultimately billed by mobile carriers rat&er t&an t&e a55 stores

t&emselves.1*+ricsson6s !PO mobile commerce system is used by 1)* mobile carriers to

offer 5ayment o5tions suc& as try4before4you4buy( rentals and subscri5tions.

Mobile mar!etin" and ad'ertisin"

!n t&e conte:t of mobile commerce( mobile mar!etin"refers to mar8etin# sent to mobile

devices. /om5anies &ave re5orted t&at t&ey see better res5onse from mobile mar8etin#

cam5ai#ns t&an from traditional cam5ai#ns. -&e 5rimary reason for t&is is t&e instant

nature of customer decision4ma8in# t&at mobile a55s and 7ebsites enable. -&e consumer

can receive a mar8etin# messa#e or discount cou5on and( 7it&in a fe7 seconds( ma8e a

decision to buy and #o on to com5lete t&e sale 4 7it&out disru5tin# t&eir current real47orld activity.

For e:am5le( a busy mom tendin# to &er &ouse&old c&ores 7it& a baby in &er arm could

receive a mar8etin# messa#e on &er mobile about baby 5roducts from a local store. S&e

can and 7it&in a fe7 clic8s( 5laces an order for &er su55lies 7it&out &avin# to 5lan a&ead

for it. No more need to reac& for &er 5urse and &unt for credit cards( no need to lo# into

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&er la5to5 and try to recall t&e 7eb address of t&e store s&e visited last 7ee8( and surely

no need to find a babysitter to cover for &er 7&ile s&e runs to t&e local store.

Researc& demonstrates t&at consumers of mobile and 7ire line mar8ets re5resent t7o

distinct #rou5s 7&o are driven by different values and be&aviors( and 7&o e:&ibit

dissimilar 5syc&o#ra5&ic and demo#ra5&ic 5rofiles.1)E&at as5ects truly distin#uis&

bet7een a traditional online s&o55er from &ome and a mobile on4t&e4#o s&o55erI

Researc& s&o7s t&at &o7 individuals relate to four situational dimensions4 5lace( time(

social conte:t and control determine to 7&at e:tent t&ey are ubi9uitous or situated as

consumers. 1'-&ese factors are im5ortant in tri##erin# m4commerce from e4commerce.

$s a result( successful mobile commerce re9uires t&e develo5ment of mar8etin#

cam5ai#ns tar#eted to t&ese 5articular dimensions and accordin# user se#ments.

Payment methods

/onsumers can use many forms of 5ayment in mobile commerce( includin#

Premium4rate tele5&one numbers( 7&ic& a55ly c&ar#es to t&e consumers lon#4distance bill

/&ar#es added to t&e consumers mobile tele5&one bill( includin# deductions to

5re45aid callin# 5lans /redit cards

Some 5roviders allo7 credit cards to be lin8ed to a 5&ones S!M card

Micro 5aymentservices

Stored4value cards( often used 7it& mobile4device a55lication stores or music

stores

Mobile Commerce Ser'ice Pro'ider .mCSP/4 $n or#ani=ation Cor com5anyA t&at

5rovides any combination of consultin#( soft7are and com5uter systems for mobile e4

commerce5latforms( mobile devices Ccellular 5&ones( smart 5&onesA( mobile commerce(

mobile content or mobile 7eb sites.

M/SPs su55ly businesses 7it& t&e tools and services t&ey need to distribute and sell

5roducts and services over bot& t&e !nternet and Mobile !nternet and mana#e t&eir online

enter5rises. S5ecifically( t&ese firms s5eciali=e in all as5ects of mobile commerce(

includin# for all di#ital #oods C#ames( video( rin# tones( 7all5a5ers and a55licationsA t&at

are do7nloaded to mobile devices.

MCSPs pro'ide ser'ice in areas such as

mobile de$ice databases

billing s"stems

te%t messaging ser$ices

hardware&software design

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http://en.wikipedia.org/wiki/Mobile_commerce#cite_note-12http://en.wikipedia.org/wiki/Mobile_commerce#cite_note-13http://en.wikipedia.org/wiki/Premium-rate_telephone_numberhttp://en.wikipedia.org/wiki/Credit_cardhttp://en.wikipedia.org/wiki/SIM_cardhttp://en.wikipedia.org/wiki/SIM_cardhttp://en.wikipedia.org/wiki/Micropaymenthttp://en.wikipedia.org/wiki/Stored-value_cardhttp://en.wikipedia.org/wiki/Companyhttp://en.wikipedia.org/wiki/E-commercehttp://en.wikipedia.org/wiki/E-commercehttp://en.wikipedia.org/wiki/Mobile_commerce#cite_note-12http://en.wikipedia.org/wiki/Mobile_commerce#cite_note-13http://en.wikipedia.org/wiki/Premium-rate_telephone_numberhttp://en.wikipedia.org/wiki/Credit_cardhttp://en.wikipedia.org/wiki/SIM_cardhttp://en.wikipedia.org/wiki/Micropaymenthttp://en.wikipedia.org/wiki/Stored-value_cardhttp://en.wikipedia.org/wiki/Companyhttp://en.wikipedia.org/wiki/E-commercehttp://en.wikipedia.org/wiki/E-commerce


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mobile pa"ments

brand recognition

distribution control

'eb site de$elopment and hosting

'eb site performance monitoring

fulfillment management online mar#eting

order processing and deli$er"

Mar!etin" Platforms0Tools

Eit& emer#ence of 7eb and mobile c&annels( mar8etin# com5anies are able to ne7various ty5es of mar8etin# 5latforms in addition to traditional c&annels. -&ese are ty5esof t&e mar8etin# 5latforms t&at are #enerally offered by t&ese com5anies4

1mail Mar!etin": Usin# lists of email addresses to deliver content and 5romotionaloffers to 5otential customers.

Mobile Mar!etin": Mobile mar8etin# is a mar8etin# met&odQ of 5romotin# one6sbusiness usin# a mobile 5&one.o SMS Mar8etin#o MMS Mar8etin#o $55s Mar8etin#

2eb Mar!etin": Eeb mar8etin# is t&e #eneral term for mar8etin# done on t&e!nternet t&rou#& Social Net7or8in# Media( Eeb $dvertisements( etc.

3i"ital mar!etin": Di#ital mar8etin# is t&e use of internet connected devices toen#a#e acustomer 7it& online advertisin# in order to 5romote 5roducts and services. !nternetconnected devices are t&ose suc& as 7eb bro7sers( smart 5&ones and #ame consoles.

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/&a5ter '

M-Commerce in Bangladesh

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Companies Practicin" M-commerce

Ban#lades& 5roved to &ave a #reat mar8et 5otential in telecommunication section. Eit&it ra5id #ro7t& it &as become a #reat o55ortunity to #enerate revenue as 7ell as to do anyty5e of business t&rou#& t&e &el5 of t&is. Eit& a 5o5ulation of 1;@ million 7it& )@million7or8in#5&ones( t&e #ro7t& for telecommunications is &u#e. Since t&e introduction ofmobile 5&ones in13 it &as to55ed )< million subscribers. /urrently t&ere are 3 majortelecom com5anies in Ban#lades& telecommunication industry. rameen P&one( $irtel(

Ban#lalin8( Robi( -eletal8( /itycell are o5eratin# t&eir business ands&o7s &u#e#ro7t&.rameenP&one C777.#rameen5&one.comA( majority o7ned by Nor7ary6s-elenor. !t launc&edits SM net7or8 in 1@. !t 5ioneered a muc&4admired micro4credit5ro#ram enablin#consumers( 5rimarily 7omen in rural areas( to ac9uire 5&ones andestablis& local 5ublic calloffices CP/2sA. $s si#nificant( rameem struc8 an e:clusivedeal 7it& t&e state rail7ayscor5oration for dar8 fiber( and 9uic8ly com5leted anation7ide &i#&4s5eed foot5rint to connectits remote base stations.2rascom telecomban#lades& limited CGban#lalin8GA is fully o7ned by orascom telecom &oldin#s.a.e( e#y5t(CGot&GA t&e ultimate 5arent com5any of t&e #rou5 is vim5elcom( t&e 3t& lar#estmobile5&one o5erator in t&e 7orld. ban#lalin8 attained 1 million subscribers by december)**

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