P r i m e U n i v e r s i t y , M i r p u r - 1 , D h a k a - 1 2 1 6

M-Commerce in Bangladesh: Status, Problems and Prospects

M. Jashim Uddin Khan 27th Batch, MBA Program ID No. 112020102011 Department of Business Administration Prime University, Dhaka.

42%

28%

20%7%

2%1%

Operator-wise subscribers

GrameenPhone

Banglalink

Robi

Airtel

Citycell

Teletalk

1

Executivesummary

M-commerce is the ability to conduct commerce using a mobile device such as a mobile phone, a personal data Assistant, a smartphone or other emerging mobile equipment such as dashtop mobile devices. It is any transaction involving the transfer of ownership or rights to use goods and services which is initiated and/or completed by using mobile access to computer-mediated networks with the help of an electronic device. In the 1990s, mobile commerce was recognized as a part of e-commerce. With the increase of mobile devices, the use of mobile commerce, which accesses and use desired information at any time while moving (Anywhere, Anytime), was popularized. The advance in information technology from wire-connected Internet to mobile Internet access is radically affecting customer needs and purchasing patterns. Although mobile commerce is forming a large-scale market, previous researches have been focused on limited analysis of e-commerce. E-commerce is similar to mobile commerce in some parts but they are different in many points. So it is difficult to promote mobile commerce based on the factors of e-commerce. There are many confusing factors for m-commerce. It is very important to know what the important success factors or decision alternatives in mobile commerce. If the limitations of mobile commerce are understood in advance and overcome and factors for maximizing its advantages are analyzed and utilized, changes in the market can be coped with more actively. As mobile commerce is different from e-commerce in many aspect, it is very useful to examine the success factors of mobile commerce from the user aspect, the developer and contents provider aspect and the system aspect and furthermore from the functional aspect, the technological aspect and the market aspect. The objective of this report is to understand the status, problems and prospect of m-commerce in Bangladesh. It is found that the number of mobile phone subscribers has reached to more than 90 million in April 2012. Regardless of literacy, all these users can use mobile devices without any problem. These numbers are increasing day by day. But the m-commerce service has not expanded in the country as was expected. This is due to some problems like culture, habit, non-trust in technology, high cost of package, lack of service-orientation in business. Regards having the facts, m-commerce has a great prospect in Bangladesh. People are now becoming very busy day by day. They can spare little time on shopping. Moreover, the large numbers of subscribers are the potential sources of m-commerce to expand in the country. Quality service, improved government roles, enhanced literacy rate, implementation of cyber and encryption law and more involvement of skilled private sector will boost the m-commerce service. People will have anywhere anytime shopping options in an m-commerce environment.

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Table of Contents

Topic Page number

Executive Summary

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1.0 Introduction 1

2.0 Objective of the study 2

3.0 Scope of the study 3

4.0 Methodology of the study 3

5.0 Definition of Terms related to m-commerce 4

6.0 Findings and Analysis

6.1 Status of m-commerce in Bangladesh 6

6.2 Problems of m-commerce in Bangladesh 9

6.3 Prospects of m-commerce in Bangladesh 10

7.0 Recommendations 12

8.0 Conclusion 13

9.0 References 13

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1.0Introduction

As content delivery over wireless devices becomes faster, more secure, and scalable, there is wide speculation that m-commerce will surpass wire line e-commerce as the method of choice for digital commerce transactions. The industries affected by m-commerce include: Financial services, which includes mobile banking (when customers use their handheld devices to access their accounts and pay their bills) as well as brokerage services, in which stock quotes can be displayed and trading conducted from the same handheld device, Telecommunications, in which service changes, bill payment and account reviews can all be conducted from the same handheld device, Service/retail, as consumers are given the ability to place and pay for orders on-the-fly, Information services, which include the delivery of financial news, sports figures and traffic updates to a single mobile device. Once upon a time it was said that knowledge is power. But that saying has changed and now it is said that information is power. In the age of information technology people cannot move further even a single step ahead without information. Mobile phone technology has made the availability of information so easy that people can easily access to the ocean of information at any time even while they are on the move. Business world has taken this ubiquitous characteristic of mobile phone technology to expand their business, to provide better customer service and to capture value from customers in return. So in recent times many e-commerce activities have shifted to m-commerce where a small mobile device or handheld are used to make buying and selling process of the business.

The simplest form of m-commerce is to place order to the business for a commodity over mobile phone from anywhere at any time, the business supplies the commodity to the customer at his convenient place or location and receive payment by hand or by electronic fund transfer system. But things are not like that and hence require technological help. M-commerce technology was reported to be started first in the year of 1997. Now it is expanding across the world, especially in the Asian region. In Bangladesh as on April 2012 the mobile density is 57%, which is the highest in the Asian region. Again the geographical coverage in Bangladesh is almost 100% which is the highest in the world. This density and coverage created a huge prospect to expand m-commerce in Bangladesh. Despite this potentiality, the adoption rate of m-commerce in the country could not reach to a mentionable stage. The literacy rate, culture, habit, technology barrier, high cost per package put challenges to the adoption and expansion of m-commerce. But the days are changing rapidly. With the inception of digital Bangladesh concept much advancement has been taken place in the field of information technology. People are becoming habituated with modern technology and concept and are now interested in taking advantages of the technology. This changing attitude is now being the driving force in the adoption of m-commerce technology. To meet the changing needs of people, business are changing their strategy to create value for customer providing more customer satisfaction and trying to capture value from customers in return. As a result a win-win situation for both producers and customers are being created. Quality service, quality content, quality commodities will capture more customer shopping using mobile devices. The government as a facilitator will come forward to enhance the m-commerce withy infrastructural, logical and legal support so that both parties feel no threat to their position.

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2.0Objectiveofthestudy

To understand different business needs related to m-commerce.

To understand the different terms and technologies used in m-commerce.

To understand the present m-commerce status in Bangladesh

To identify the problems related to m-commerce.

To show the prospects of m-commerce in Bangladesh.

To make recommendations on improving m-commerce services in Bangladesh.

3.0Scopeofthestudy

This is a strategic and exploratory document that aims to give guidance about the possibilities of using mobile devices to connect people with information about products and provoke thinking about how mobile devices can enhance the relationship between trading partners in the supply chain and between businesses and consumers. Whilst there are many possible applications using mobile devices, this document focuses on exploring opportunities within the supply and demand chain. It does not seek to replicate work of

other standards bodies active in the mobile sector. This is not a technical or implementation document. It does not seek to define new standards or to give detailed advice about the financial benefits of using mobile commerce. It also does not address how a future mobile commerce infrastructure might be funded.

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The following groups can be benefitted from this report:

Manufacturers

Retailers

Mobile Phone Manufacturers

Mobile Network Operators/Carriers

Service Providers

Marketing Agencies

Government Agencies

Consumer Organizations

4.0Methodologyofthestudy:

This report is the combination of

-Discussion with the work group

-Consultation with the expert in the field of m-commerce.

-Class lectures given by the course teacher.

-Reading of relevant books.

-Reading of different articles published in the different websites.

-Desk research.

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5.0Definitionoftermsrelatedtom-commerce:

Bar codes: An identification key can be represented physically in the form of the bar code. Both one-dimensional (1D) and two-dimensional (2D) bar codes exist.

Radio Frequency IDentification (RFID) Tags: Electronic Product Codes (EPC) are assigned to physical objects, loads, locations, assets and other entities embedded in a Radio Frequency Identification (RFID) tag attached to each object. With an RFID reader, an EPC-compliant RFID tag and a distributed EPC network, a business can look

up detailed information about a product or package, such as its date of manufacture or expiration.

Near Field Communication (NFC) Tags: Near Field Communication (NFC), is a short-range high frequency (HF) wireless communication technology, which enables the exchange of data between devices over distances of about 10cm. NFC is based on open standards by the NFC Forum (www.nfcforum.com), an organization with over 100 members from handset, IT and other device manufacturers, plus payment organizations and application developers.

Point-of-sale (POS): Point-of-sale (POS) usually means a checkout counter in a shop or supermarket. More specifically, the point-of-sale often refers to the hardware and software used for checkouts - the equivalent of an electronic cash register. Point-of-sale systems are used in almost every type of retail store. Integration of the mobile technologies with point-of-sale systems brings numerous benefits such as: automated identification of the customer and access to his or her customer profile if such interaction is desired.

GSM: Global System for Mobile communications is the most popular standard for mobile phones in the world. Its promoter, the GSM Association, estimates that 82% of the global mobile market uses the standard. Over 2 billion people use GSM phones across more than 200 countries and territories

GPRS: (General Packet Data Service) is a mobile data service available to GSM users. It is important because it allows end users without access to 3G networks to have access to a mobile internet and related data services. If there are space issues here, you can add at end of final paragraph (without creating new paragraph) and you could reduce the space after the bulleted list further up the page.

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3G is the third generation of mobile phone standards and technology, after 2G. It is based on the International Telecommunication Union (ITU) family of standards under the International Mobile Telecommunications IMT-20 00 programme. 3G technologies enable network operators to offer users a wider range of advanced ser vices while achieving greater network capacity through improved spectral efficiency. Services include wide-area wireless voice telephony and broadband wireless data transmission. Typically, they provide a 5-10 Mb per second service.

EDGE: Enhanced Data rates for GSM Evolution (EDGE) or Enhanced GPRS (EGPRS), is a digital mobile phone technology that allows increased data transmission rates and improved data transmission reliability. Although technically a 3G-network technology, it is generally classified as the unofficial standard 2.75G, due to its slower network speed. EDGE has been introduced into GSM networks around the world since 2003, initially in North America. EDGE can be used for any packet switched application, such as an internet connection. High-speed data applications such as video services and other multimedia benefit from increased data capacity of EGPRS.

UMTS: Universal Mobile Telecommunications System (UMTS) is one of the third-generation (3G) mobile phone technologies. Currently, the most common form uses W- CDMA as the underlying air interface, is standardized by the 3GPP, and is the European answer to the ITU IMT-2000 requirements for 3G cellular radio systems.

HSPA: High-Speed Packet Access (HSPA) is a collection of mobile telephony protocols that extend and improve the performance of existing UMTS protocols. Two standards (HSDPA and HSUPA) have been established and a further standard HSOPA is being proposed.

Wireless Networks (Bluetooth / Wi-Fi): More and more mobile phones support several technologies at once, not only in the respect to the communication between the handset and the carrier network but also wireless networking such as Bluetooth (short-range) or Wi-Fi (medium-range). Several pilots have been established in the retail area where consumer’s handset can receive promotional info or download music files via Bluetooth connection (in-store promotions, etc …). In France, Loréal and Carrefour have collaborated on one such Bluetooth pilot.

SMS: SMS (Short Message Service) is the most commonly used protocol for text messaging between mobile phones. Already a multi-billion dollar industry, SMS is available on a wide range of networks and performs ver y well. It would be relatively easy to establish SMS as an additional data carrier for GS1 Identification Keys. All that would be needed would be guidelines on how to structure GS1-compliant SMS messages.

MMS: MMS (Multimedia Message Service) is a standard for sending messages with multimedia content (such as images, audio and video). Marketing messages sent via MMS are general more effective (leading for example to higher brand recall) than SMS text messages. However, not all phones and networks support MMS consistency, leading to patching adoption.

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Global Electronic Party Information Register: The Global Electronic Party Information Register (GEPIR) is a distributed database that contains basic information on over 1,000,000 companies in over 100 countries that could be extended through cascading to further information providers (see the extended packaging business case).

Global Data Synchronization Network: GDSN™ (Global Data Synchronization Network) is an automated, standards-based global environment that enables secure and continuous data synchronisation, allowing trading partners in the supply chain to have consistent item data in their systems at the same time.

EPCglobal Network: EPCglobal network is a composition of services provided by EPCIS and ONS infrastructure. EPC Information Services (EPCIS) is a repository of RFID events (such as reads of RFID tags) based on standards from EPCglobal.

6.0FindingsandAnalysis

6.1 Status of M-commerce in Bangladesh

The convergence of the two fastest growing industries – the internet and the mobile communication – has led to the creation of an emerging market for mobile commerce (M-commerce). Although the M-commerce market is relatively young, mobile online shopping is rapidly reaching a critical mass of businesses and individual users. In 2009, mobile online shopping increased more than threefold to $1.2 billion in the U.S. and exceeded $10 billion in Japan. By the end of 2010, M-commerce market in Europe is expected to outpace that in the U.S. Analysts expect that worldwide mobile online shopping will reach $119 billion in 2015 (ABIresearch, 2010). M-commerce contributes the potential to deliver the most of what the internet can offer plus the

advantage of mobility. M-commerce gives mobile communication devices such as mobile phones and personal digital assistants (PDA) the ability to pay for goods and services. M-commerce is difficult to define and can be interpreted in a variety of ways. This is because M-

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commerce is a fairly new phenomenon and several definitions of it exist. M-commerce can be defined as “all activities related to a (potential) commercial transaction conducted through communication networks that interface with wireless devices”. Another definition of M-commerce is “the use of wireless device to communicate, interact, and transact via high speed communication to the internet’’ (Shuster, 2001). Angsana (2002) emphasizes on three elements of M-commerce – a range of activities, devices, and network types – and defines M-commerce as “all electronic transactions (e.g., communication interaction, purchase, payment) that use data-enabled wireless device connection to the internet or to a vendor’s private network”. However, the real value of M-commerce lies in its ability to realize the tremendous business opportunity and address lifestyle issues prevalent in an aware, hyper-efficient, “on always” world. Mobile values or m-value signifies the value arising from the mobility of the new medium, i.e., making use of the internet connection while on the move. M-commerce has, in fact, been defined as “an e-commerce for users on the move” (Vitter-Pillippe and Navarro, 2000). With the relatively new emergence of M-commerce from the simple service of SMS to mobile payment, service vendors are cautious in introducing more complex transactions in providing alternative payment services so as not to oversell its potential. Some vendors have rolled out such services to the market on a very small scale and within a somewhat restricted environment. As the mobile commerce industry is still in its infancy, there are many unsolved problems related to its services. One major issue is the development of service that is able to support the diverse array of mobile devices and multiple networks, and provide a foolproof security to consumers. Furthermore, software and interface vary among different suppliers. Nevertheless, many industry and technology leaders are addressing these problems and thus M-commerce has a great potential as the era of wireless and mobility becomes a trend in the 21st century. In Bangladesh, there is a growing number of wireless technology users in the area of M-commerce. There are more consumers who have a mobile phone than those who have a personal computer. Despite the rapidly growing number of mobile phone users in Bangladesh, M-commerce is a relatively new phenomenon in Bangladesh compared to other markets in Europe, the U.S., and the Asia Pacific. The M-commerce service providers in Bangladesh lack a clear direction toward understanding the factors affecting the adoption of M-commerce.

Kamal Quadir first developed the concept of CellBazaar while he was an MBA student at the Massachusetts Institute of Technology (MIT); he believed so strongly in the concept that he moved to Bangladesh to implement it. When he arrived in Bangladesh, he found a country that had 30 million mobile phone users, compared to just 1 million people with ATM cards. CellBazaar is essentially a mobile phone-based version of craigslist. The service, which was developed in partnership with Grameenphone, connects buyers and sellers in an electronic marketplace over mobile phones. Sellers list items for sale, and buyers can search the listings for items they want to purchase. Because regulatory approval would be required for any application involving money transfer, the system does not require moving funds electronically.

Currently 6 mobile phone operators are functioning in Bangladesh and the total number of

Mobile Phone subscribers has reached 90.636 million at the end of April 2012

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The Mobile Phone subscribers are shown below:

Operators Active Users

Grameen PhoneLtd 37.748

Banglalink 25.008

Robi 18.243

Airtel 6.538

Citycell 1.801

Teletalk 1.295

Total 90.636

*Figures are in million

**Source: BTRC

The mobile phone operators and their subscribers coverage can be seen in the following diagram.

The GrameenPhone has the highest subscribers (42%) while Teletalk has the lowest, only i% of total mobile phone users. Banglalink, though started later than Robi, Citycell and Airtel, has the second largest coverage in the country.

42%

28%

20%

7%

2% 1%

Operator-wise subscribers

Grameen Phone

Banglalink

Robi

Airtel

Citycell

Teletalk

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6.2 Problems of m-commerce in Bangladesh:

Having a huge potential in m-commerce, several existing barriers will have to be overcome if m-commerce is to emerge as a viable option for the country’s entire population. These barriers include the following:

Lack of awareness. Only a few practical m-commerce applications currently exist, although the number has begun to increase. As a result, there is relatively little consumer awareness about the value of m-commerce.

Concerns about security. Even more than with Internet-based e-commerce, ordinary users worry about the safety and reliability of conducting business over a wireless connection. Users will engage in m-commerce only if they trust that the transactions made through their devices are secure.

Lack of a simple, standardized payment mechanism. There is no equivalent in Bangladesh of the credit card or ATM to provide an easy way to make payments or transfer funds via a mobile phone. Several countries (such as Japan, but not the United States) have already developed phone-based “mobile wallets,” but there is nothing like this in Bangladesh.

Imbalance between service providers and network operators. On the Internet, any provider who conforms to the Net’s standards can put an application online without anyone’s permission; on mobile networks, providers have to work with private network operators. At present, there are many small service providers who must depend on a relatively few large mobile network operators to reach customers . Because of this imbalance, the operators are able to capture the lion’s share of the revenues generated by value-added services. In addition, service providers complain that it is difficult to negotiate deals and to arrange for prompt settlements from operators who are focused on attracting more subscribers rather than increasing the revenue per subscriber.

Heterogeneous environment. Another challenge for service providers is that they must develop applications for multiple networks and a wide range of devices. There are only two major Web browsers for PCs, in the world of mobile phones there are multiple operating systems with multiple browsers, so the same application can look completely different on different screens. Without standardization, developing m-commerce applications can be prohibitively expensive.

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Lack of high speed connections. Access to high-speed networks is important to providing “rich” applications. The 3G networks that will deliver higher speeds for mobile connections are on the way but have not yet arrived in Bangladesh.

6.3 Prospect of m-commerce in Bangladesh:

Even in the face of several barriers, creating useful m-commerce applications that can serve a wide audience is still possible. Some of the most promising applications are based on the use of SMS text messaging—which is relatively simple, works on most mobile phones, and does not require a high-speed connection.

Several developing countries have introduced simple, low-cost mobile systems for transferring funds. The G-CASH system, launched in the

Phillipines in 2004, is a pioneer in enabling mobile phone users to send remittances, make donations, settle loans, and pay bills with a simple text message. M-PESA, introduced in Kenya in March 2007, also uses SMS to support financial transactions, including depositing and withdrawing money, transferring money to another party, or buying prepaid airtime. (The system also is used by travelers, who can deposit funds in M-PESA before embarking on a trip and withdraw the funds when they reach their destination to reduce the risk of being robbed in transit.)

To make m-commerce service successful there is no need to set up a national network of branches or cash machines. M-banking schemes can be combined with microfinance loans, extending access to credit and enabling users to establish a credit history. Some schemes issue customers with debit cards linked to their m-banking accounts. All this has the potential to give the “unbanked” masses access to financial services, and bring them into the formal economy.

In fact, m-commerce schemes have the greatest impact in countries like Bangladesh where the great majority of the population lacks access to financial services, rather than in the developed world where bank accounts, ATMs, credit cards, and debit cards are pervasive. Today, m-commerce in Bangladesh is limited largely to SMS-based communications between bank account holders and their banks for purposes such as checking one’s account balance. In fact, under current regulation, any type of m-commerce, including money transfer schemes such as M-PESA, must involve a bank.

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The m-commerce has the following advantages which is enough for any business:

1. Mobile Usages Increased: Nowadays, a mobile usage has increased rapidly due to the evolution of internet and mobile technologies. This change has provided seamless opportunities for business prospect.

2. Easy reach to Customers: Having a Mobile Commerce site means easy reach to customers even when they are shopping offline. It makes the shopper more aware about services and products.

3. Compete with Competitors: Don’t gets your competitors ride on you, as if they have Mobile site and you don’t you just give them an opportunity to head start their mobile promotion.

4. Appeal to an affluent audience: With the help of m-commerce site more effective appeal can be made to the affluent audience.

5. Low Development Cost: A Mobile Website takes very low development cost. 6. New Sales Channels: By having a mobile site, you just opened a new sales channel for

you. The more channels you have the more possibility to increase you’re branding and marketing possibilities.

7. Get Shoppers to Local Channels: By having a mobile site for multichannel channel retailers can drive more local traffic and offline business via contact dealer, nearest store locators, etc.

8. Shoppers like Comparisons: Often customers like see detailed information and price comparison, Reviews and all. In the m-commerce service customers have the opportunity of comparison that helps increase business.

9. Smart-Phones are Latest Fashion: Technology has changed the way people use their mobile devices. Mostly, people like to do shopping, communicating with their Mobile Devices.

10. M-Commerce is essential part of Business: M-Commerce is now turning to be an essential part of your Internet marketing strategies. As Internet goes to mobile devices and M-Commerce can easily fit in Business process, it can make huge benefits.

According to BTRC, until April 2012, 57% people of the country are now under the coverage of mobile network. Consideration the geographic locations, 100% area of the country are now connected with the mobile phone network which is a unique feature in the world. It has been seen that even an illiterate man can operate the general features of the mobile devices. They can easily make calls and they understand from whom the calls have come. Mobile commerce requires no high technical knowledge to use it. In simplest form it is just putting order by making a call and makes payment which is done by the operators itself. If the system is like that the subscribers has sufficient balance and the payment is automatically deducted from his balance then it seems to have no problems at all. With country wide network facilities there is a huge prospect of m-commerce services in Bangladesh.

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7.0 Recommendations:

1. System Quality should be improved: The system quality of m-commerce like online response time, 24-hour availability, page loading speed, visual appearance should be improved. 2. Content Quality should be improved: Content quality is very important in attracting customers to m-commerce. Content quality includes the attributes of the content that are presented directly on mobile devices. Content quality includes up-to-datedness, understandability, timeliness, and preciseness. 3. Enhanced Use of information and transaction attributes: Information and transaction attributes of m-commerce should be enhanced.

4. Trust should be ensured: Security and privacy of sensitive information of customers are to be ensured. Their personal information should be protected from external access. 5. Should support customer-oriented criterion: M-commerce should support customer oriented criterion that includes trucking order status, account maintenance, payment alternatives, Frequently Asked Question (FAQ), etc. 6. Must support mobility of device and application: M-commerce must support this customer mobility. Mobility of device and application raises the issue of their suitability for the user. 7. Customization and personalization of devices should be introduced: Since mobile devices have particular limitations, e.g., low battery capacity, and small memory and screen size, personalization is needed to increase their usability. 8. Per minute call cost should be reduced: M-commerce operates within the paid-for service framework in the private mobile phone industry where business competition is stiff. In using this telecommunication services, users pay for air time by the size of the data packet transmitted. This payment rate should be reduced. 9. Universal mobile technology should be introduced: Mobile network providers use different systems and standards such as GSM, TDMA and CDMA. Because of different standards of technology, m-commerce applications tend to be device and network dependent that resulted in the slower-than-expected adoption of m-commerce. To accelerate adoption rate a universal mobile connection and access should be established. 10. Speedy internet connection should be ensured: M-commerce is not just mere making a phone call by using a mobile device rather it uses internet also. Slow speed of internet makes botheration for the customer that deters him to adopt the m-commerce technology. So speed should be increased. 11. Enactment and implementation of relevant law: In mobile commerce, the business at one point knows the account number or other information of stores of fund of customers. Customers may be cheated about their fund. Again receiving supply on mobile orders, the customer may decline to pay. Both cases demand relevant law and its strong implementation.

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8.0 Conclusion

E-commerce has been seen as a way to reduce friction in the marketplace. It allows larger volumes of transactions to take place than would otherwise be possible in the conventional marketplace, and it effectively expands markets while opening up opportunities for new ones. However, it is heavily dependent on physical infrastructure and other support services; these are often unavailable or inaccessible at the bottom of the pyramid (BoP) in developing markets. The rapid proliferation of mobile phones throughout these markets, along with increasingly affordable services, creates opportunity to take the benefits of such applications to the BoP segment in these markets. Mobile handheld is a small device with many beneficial usages. Commerce using mobile handheld is the latest addition to it. M-commerce may change the culture, habit and buying behaviour of the people. It may also change the selling behaviour and attitudes of the seller. There is a doctrine of Caviet Emptor meaning buyers beware. The doctrine places all liabilities to the buyer. The m-commerce will change this doctrine shifting all liabilities to the seller. In an m-commerce environment, the seller is held responsible for checking quality and fitness of the goods or services.

At present the adoption rate of m-commerce in Bangladesh is not satisfactory. But it has great potentiality to expand. The problems as stated in this report are not beyond remedy. The government and the entrepreneur will come forward to eliminate those problems and create a sustainable m-commerce industry. It may be strongly mentioned here that m-commerce requires the less technical knowledge compare to other technology provided commerce. So it is hoped that m-commerce will expand at its highest length in the country.

9.0References:

1. http://www.oppapers.com/essays/Banglalink-Deploys-Mcommerce-PlatForm-For-Bangladesh/587814

2. http://www.microsoft.com/en/gb/mediumbusiness/newsarchive/Mcommerce-market-value-continues-to-rise--801372391.aspx

3. http://www.btcl.gov.bd/home/main/museum/museum.php http://www.btrc.gov.bd/policy/Telecom_Policy_1998 http://www.itu.int/osg/spu/publications/birthofbroadband/faq.html

4. Angsana, A. T. (2002). International diffusion of M-commerce: A Coupled-hazard approach 5. Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of

information technology 6. Gartner Dataquest (2005). Forecast: Mobile terminals, worldwide, 2000-2009, Gartner

Dataquest, July 18, 2005. 7. Haque, A., (2004). Mobile commerce: Customer perception and its prospect on business

operation in Malaysia, The Journal of American Academy of Business, Cambridge, March 2004. 8. Heinonen, K., 92002). Acceptance of mobile services-insight from the Swedish market for mobile

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