Term Paper on Mobile Commerce a new way to Business

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 Dutta Lecturer Faculty of Business Studies Premier University Prepared By Name Student !D" Pro#ram BB$ Semester %t& RMB$ Major in finance Submission Date December 1'( )*1'

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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 and deli#&tin# to submit &ere 7it& a co5y of term 5a5er for your 8ind evaluation and a55reciation. ! 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 Name Student !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 and it is because of t&e co4o5eration t&at ! received from various ends t&at t&is re5ort &as attained t&e s&a5e t&at it deserves. ! 7ould li8e to e:tend my sincere t&an8s to all of t&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 information re#ardin# t&e re5ort and also for &is su55ort in com5letin# t&e re5ort.

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==. !f businesses could use mobile 5&ones to reac& consumers anytime( any7&ere( it 7ould fundamentally c&an#e &o7 t&eydo business. 0o7ever( today mobile still re5resents a tiny c&annel for most com5anies. >uni5er Researc& estimates most consumer 5roducts com5anies s5end less t&an 1? of t&eir total advertisin# bud#et on mobile. -&is 7ill c&an#e and t&e c&an#e 7ill li8ely be even faster and more dramatic t&an t&e initial 7ave of mobile 5&one ado5tion t&at today means over ; billion 5eo5le use a mobile 5&one. -&e success of $55le6s $55 Store( 5rovidin# mobile a55lications for t&e iP&one( s&o7s &o7 9uic8ly tec&nolo#y can be ado5ted by consumers. -&ese innovations si#nificantly im5acts dynamics of retail industry 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 &o7 anyone ma8in#( 5romotin# or sellin# 5roducts in a bric8 and mortar retail environment can 5re5are for it. Most retail stores are com5le: environments t&at &ave develo5ed #radually over t&e 5ast fifty years. -&ere are t7o levels to t&at com5le:ity. Firstly( t&e move to t&e self4service format from t&e service format t&at 5receded it 7as a massive cultural c&an#e. For consumers( 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. 1eneral 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.

%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 mobile mar8etin# 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 B Ma#a=ine re#ardin# Mobile Ban8in# issues( Seminar 5a5ers and so on.

!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 for conductin#commerce or business t&rou#& a &andy device li8e cellular 5&one or Personal Di#ital $ssistantCPD$sA. !n ot&er 7ords it is t&e ability to conduct commerce usin# a mobile device( suc& as amobile 5&one( a Personal di#ital assistant CPD$A( a Smart5&one( or ot&er emer#in# mobilee9ui5ment suc& as das&5ot mobile devices !t is t&e ne:t #eneration 7ireless e4commerce t&atneeds no 7ire and 5lu#4in devices. Mobile commerce is usually called as Dm4/ommerceD in7&ic& user can do any sort of transaction includin# buyin# and sellin# of t&e #oods( as8in# anyservices( transferrin# t&e o7ners&i5 or ri#&ts( transactin# and transferrin# t&e money byaccessin# 7ireless internet service on t&e mobile &andset itself.-&e ne:t #eneration of commerce 7ould most 5robably be mobile commerce or m4commerce.Presumin# its 7ide 5otential reac& all major mobile &andset manufacturin# com5anies arema8in# E$P enabled smart 5&ones and 5rovidin# t&e ma:imum 7ireless internet and 7ebfacilities coverin# 5ersonal( official and commerce re9uirement to 5ave t&e 7ay of m4commerce t&at 7ould later be very fruitful for t&em.

(ormulation of )ypothesis 0y5ot&esis is a tentative t&eory or su55osition 5rovisionally ado5ted to e:5lain certain facts 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 a statement of 5redicated outcomes of t&e researc&. $ &y5ot&esis is 5ro5osition 7&ic& t&e researc&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 services t&at are becomin# accessible from !nternet4enabled mobile devices. !t involves ne7 tec&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. But t&ey also o5en t&e door to a sle7 of ne7 a55lications and services. -&ey follo7 you 7&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 access it are becomin# more 5ersonal too. $lready today( mobile 5&ones 8no7 t&e 5&one numbers 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 into intelli#ent assistants ca5able of antici5atin# many of our 7is&es and needs( suc& as automatically arran#in# for ta:is to come and 5ic8 us u5 after business meetin#s or 5rovidin# 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 5rivacy still 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 1ilt. But for t&e vast majority of retail com5anies( mobile re5resents only a ne#lible fraction of total sales( and itDs 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 ForresterDs estimates.A For most U.S. retailers( mobile re5resents only 1.<? of online sales. 2ver t&e ne:t five years( total mobile sales are e:5ected to #ro7 ''? annually to H'1 billion( ma8in# u5 F? of online sales in )*1@. $s someone 7&o ma8es a 5urc&ase via a smart5&one at least once 5er 7ee8( ! 7onder 7&atDs &oldin# t&e rest of smart5&one o7ners bac8. $ccordin# to Forrester( of t&e 1') million $mericans 7it& an !nternet4connected smart5&one( only a 9uarter made a 5urc&ase on t&eir devices last year. -&e researc& outfit blames t&e lo7 transaction rates on retailers( 7&o &ave made it difficult for customers to c&ec8 out and 5ay on smart5&ones( or are ot&er7ise investin# in a55s t&at consumers arenDt a7are of. $lt&ou#& Forrester didnDt mention it( 7e 7onder if

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t&e smart5&ones t&emselves arenDt 5artly to blame +ven 7it& ima#e4=oomin# ca5abilities( smart5&onesD 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. +nsure t&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&eyDre #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 facility eases 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&e 5oint of sale receives t&e same benefits as if t&ey &ad t&e traditional to8en. Stores may send cou5ons to customers usin# location4based services to determine 7&en t&e customer is nearby.

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Content purchase and deli'ery /urrently( mobile content 5urc&ase and delivery mainly consists of t&e sale of rin#4tones( 7all5a5ers( and #ames for mobile 5&ones. -&e conver#ence of mobile 5&ones( 5ortable audio 5layers( and video 5layers into a sin#le device is increasin# t&e 5urc&ase and delivery of full4len#t& music trac8s and video. -&e do7nload s5eeds available 7it& ;1 net7or8s ma8e it 5ossible to buy a movie on a mobile device in a cou5le of seconds. *ocation-based ser'ices -&e location of t&e mobile 5&one user is an im5ortant 5iece of information used durin# mobile commerce or m4commerce transactions. Kno7in# t&e location of t&e user allo7s forlocation4based services suc& as

Local discount offers Local 7eat&er -rac8in# and monitorin# of 5eo5le

Information ser'ices $ 7ide variety of information services can be delivered to mobile 5&one users in muc& t&e same 7ay as it is delivered to P/s. -&ese services include

Ne7s Stoc8 9uotes S5orts scores Financial records -raffic re5ortin#

/ustomi=ed traffic information( based on a userDs actual travel 5atterns( can be sent to a mobile device. -&is customi=ed data is more useful t&an a #eneric traffic4re5ort broadcast( but 7as im5ractical before t&e invention of modern mobile devices due to t&e band7idt& re9uirements. Mobile Ban!in" Ban8s and ot&er financial institutions use mobile commerce to allo7 t&eir customers to access account information and ma8e transactions( suc& as 5urc&asin# stoc8s( remittin# money. -&is service is often referred to as Mobile Ban#ing( or M4Ban8in#.

Mobile bro!era"e

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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 auction solutions &ave #ro7n in 5o5ularity. Unli8e traditional auctions( t&e reverse auction Cor lo74bid auctionA bills t&e consumerDs 5&one eac& time t&ey 5lace a bid. Many mobile SMS commerce solutions rely on a one4time 5urc&ase or one4time subscri5tionL &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 Eeb bro7ser on a mobile deviceJcustomers can s&o5 online 7it&out &avin# to be at t&eir 5ersonal com5uter. Mobile purchase /atalo# merc&ants can acce5t orders from customers electronically( via t&e customerDs 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 7ebsites t&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 1oo#le $ndroid. $nalyst firm 1artner e:5ects in4a55lication 5urc&ases to drive ;1 5ercent of a55 store Calso referred to as mobile soft7are distribution 5latformsA revenue in )*13.MFN !n4a55 5urc&ases can be used to buy virtual #oods( ne7 and ot&er mobile content and is ultimately billed by mobile carriers rat&er t&an t&e a55 stores t&emselves.M1*N +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 real4 7orld 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.M1)N 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. M1'N -&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 numbersD( 7&ic& a55ly c&ar#es to t&e consumerDs lon#4 distance bill /&ar#es added to t&e consumerDs mobile tele5&one bill( includin# deductions to 5re45aid callin# 5lans /redit cards Some 5roviders allo7 credit cards to be lin8ed to a 5&oneDs S!M card Micro 5ayment services 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 commerce 5latforms( 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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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 ne7 various ty5es of mar8etin# 5latforms in addition to traditional c&annels. -&ese are ty5es of t&e mar8etin# 5latforms t&at are #enerally offered by t&ese com5anies 4 1mail Mar!etin": Usin# lists of email addresses to deliver content and 5romotional offers to 5otential customers. Mobile Mar!etin": Mobile mar8etin# is a Pmar8etin# met&odQ of 5romotin# one6s business 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 to en#a#e a customer 7it& online advertisin# in order to 5romote 5roducts and services. !nternet connected 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 any ty5e of business t&rou#& t&e &el5 of t&is. Eit& a 5o5ulation of 1;@ million 7it& )@million 7or8in#5&ones( t&e #ro7t& for telecommunications is &u#e. Since t&e introduction of mobile 5&ones in1FF3 it &as to55ed )< million subscribers. /urrently t&ere are 3 major telecom com5anies in Ban#lades& telecommunication industry. 1rameen P&one( $irtel( Ban#lalin8( Robi( -eletal8( /itycell are o5eratin# t&eir business ands&o7s &u#e #ro7t&.1rameenP&one C777.#rameen5&one.comA( majority o7ned by Nor7ary6s -elenor. !t launc&edits 1SM net7or8 in 1FF@. !t 5ioneered a muc&4admired micro4credit 5ro#ram enablin#consumers( 5rimarily 7omen in rural areas( to ac9uire 5&ones and establis& local 5ublic calloffices CP/2sA. $s si#nificant( 1rameem struc8 an e:clusive deal 7it& t&e state rail7ayscor5oration for dar8 fiber( and 9uic8ly com5leted a nation7ide &i#&4s5eed foot5rint to connectits remote base stations.2rascom telecom ban#lades& limited CGban#lalin8GA is fully o7ned by orascom telecom &oldin#s.a.e( e#y5t( CGot&GAL t&e ultimate 5arent com5any of t&e #rou5 is vim5elcom( t&e 3t& lar#estmobile 5&one o5erator in t&e 7orld. ban#lalin8 attained 1 million subscribers by december)**< and ' million subscribers in october )**3. in less t&an t7o years 7&ic& is by december)**@( ban#lalin8 overtoo8 a8tel to become t&e second lar#est o5erator in ban#lades& 7it&more t&an @.1 million customers. ban#lalin8 currently &as )*.*<million subscribers as of a5ril)*11( re5resentin# a mar8et s&are of )@.*'?.

Robi $:iata Limited is a joint venture com5any bet7een $:iata 1rou5 Ber&ad( Malaysia and N-- D2/2M2 !N/( >a5an. !t 7as formerly 8no7n as -ele8om Malaysia !nternationalCBan#lades&A 7&ic& commenced o5erations in Ban#lades& in 1FF@ 7it& t&e brand name $K-+L.2n )%t& Marc& )*1*( t&e service name 7as rebranded as RRobi6 and t&e com5any came to be8no7n as Robi $:iata Limited. Robi crossed 1* million subscribers mar8 in )**F.P/itycellQ 4 Pacific Ban#lades& -elecom Limited CPB-LA C&tt5 SS777.citycell.or#SA( first de5loyedan $MPS infrastructure and &as recently u5#raded to /DM$ %**( t&e only 5rovider usin# t&etec&nolo#y in t&e mar8et. /itycell &as also constructed an SD0 micro7ave net7or8 connectin#D&a8a 4 /&itta#on# and D&a8a T Syl&et. /itycell &as a55ro:imately a 1; 5ercent mar8et s&are

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The reas of M-commerce Mobile devices are 7idely acce5ted due to t&e convenience and it 7ill evolve into P5ersonaltrusted devicesQ 7&ic& 5ac8 users identity( 5urc&asin# 5o7er and benefitin# various as5ects of t&eir daily lives. !t 5lays an im5ortant role for users in order to facilitate t&e vision of anintelli#ent ambience( by collectin# and communicatin# various 5ersonal &abits and 5references(and enablin# t&eir environments to sense and react. Eireless communications and services areenabled by t&e conver#ence of t7o tec&nolo#ies( t&e !nternet and 7ireless tec&nolo#y suc& asmobile 5&ones and 5ersonal di#ital assistant. $nd todayDs mobile devices fulfill t&is need forreal4time information and communication inde5endent of t&e user6s location.$ user can connect to t&e !nternet 7&erever and 7&enever t&ey 7ant since t&e mobile !nternet&as uni9ue stren#t&s over t&e stationary !nternet. $bundant information &as indicated t&e5roliferation of 7ireless !nternet via mobile devices 7&ic& is creatin# un5aralleled o55ortunitiesfor m4commerce to levera#e t&e benefits of mobility. !t allo7s consumers and businesses tobuild connectivity by transcendin# time and 5lace( increasin# accessibility( and e:5andin# t&eir social and business net7or8s CLiu et al.( )**'A. -&erefore( t&e 5ro5onents claim t&at t&e m4commerce 7ill sur5ass e4commerce in #ro7t& and scale because of t&e en&anced mobile internet attributes.

Mobile (inancial Ser'ices -&e ra5id 5ace ado5tion of ne:t4#eneration mobile &andsets &as created o55ortunities for ne7and innovative mobile services. 2ne of t&e most 5romisin#( 7&ile still mar#inally ado5ted( aremobile financial services. -&e 7ide 5enetration and 5ersonal nature of mobile 5&ones( t&eoverall stability of mobile communication tec&nolo#ies( and t&e 5ositive e:5eriences 7it& m4commerce 5ayments &ave made mobile solutions a55licable for a variety of financial services.-oday( almost every telecom com5any in Ban#lades& introduced mobile 5ayments system.Mainly mobile are used to 5ay for 5o5ular mobile content and services since t&ere are fe7alternative 5ayment solutions available. More #enerally( security and convenience &ave beensu##ested as t&e 8ey drivers for t&e #ro7t& of m4commerce. Personal mobile devices areeffective in identifyin# t&e 5ayer and confirmin# t&e transaction. Des5ite t&e claims of insecurity( t&e users seem to be 7illin# to use 9uite sim5le mec&anisms. Lots of transaction arebein# introduced by Ban#lades&i

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-elecom /om5any( suc& as t&e money transfer from mobile tomobile( bill 5ayment( ban#lalin8 money transfer from abroad to Ban#lades&( etc.

Mobile Payments Mobile 5ayments are e:5ected to become one of t&e most im5ortant a55lications in m4 commerce. M4commerce involves m45ayment( 7&ic& is defined as t&e 5rocess of t7o 5artiese:c&an#in# financial value usin# a mobile device in return for #oods or services. -&erefore( a7ides5read use of mobile 5&one &as emer#ed a number of 5ayment sc&emes 7&ic& allo7 t&e5ayment or #oodsSservices from t&e mobile device.Micro45ayments can be im5lemented 7&en a user ma8e a toll call e9ual to t&e cost of item5ayin# via 7ireless vendin# service. $not&er 7ay of micro45ayment is to buy 5re5aid numbersfrom a service 5rovider( ban8 or credit card com5any and transfer t&e 5ayment. Remote mobilemicro 5ayments enable 5urc&ases of mobile content and services suc& as ne7s( #ames( tic8ets(and location4based services. $lmost every telecom com5any in Ban#lades& introduced t&isMobile 5ayment system. 1rameen P&one introduced +lectricity bill Payment( 1as bill 5ayment(BD Rail7ay +4tic8et( +tc. Information Search $fter t&e burstin# of dotcom bubble( e4commerce &as #one do7n7ards to &ell. But t&eevolution of mobile commerce &as a#ain 7or8ed as ambrosia for t&em. $ se5arate sector &asbeen evolved to e:ercise on t&is field for t&e !- e:5erts. -&e 7ebmasters &ave s8ilfully e:5loitedt&is ne7 area of !-4enabled commerce.!n t&e !- field( mobile commerce &as been used massively to deliver financial ne7s( stoc8u5dates( s5orts fi#ures and traffic u5dates and many more onto a sin#le &and&eld deviceDmobileD. $lmost +very com5any &ave t&is information searc& facilities. Ne7s alerts( Different seasonal Festival alerts( suc& as PRamadan timin#Q( Nama= sc&edule( s5orts alerts orinformation( social net7or8in# alerts( etc.

Mobile Ban!in" Mobile ban8in# services are valued by users because of t&e in&erent time and 5laceinde5endence( and t&e overall effort4savin# 9ualities. Mobile ban8in# services enable users toreceive information on t&eir account balances via SMS. -&e ne7 E$P

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and >ava4 enabled mobile5&ones usin# 1eneral Pac8et Radio Service C1PRSA su55ort a 7ider variety of ban8in# servicessuc& as fund transfers bet7een accounts( stoc8 tradin#( and confirmation of direct 5aymentsvia t&e 5&one6s micro bro7ser. -&e mobile services are ty5ically modified versions of t&e!nternet ban8in# services of t&e 5articular ban8 and t&e arc&itectures are bac8ed by severalban8in# industry consortiums.Mobile Ban8 Service Provider Several ban8s &ave introduced successful mobile financialservices for smart 5&one users. Some ban8 5rovides users 7it& a 7ireless ban8in# a55lication(7&ic& is built usin# t&e same bac84office infrastructure as its !nternet ban8. /ity Ban8 &asstarted t&eir mobile ban8in# system in order to 5rovide advanced customer service. Mobile d'ertisin" Mobile advertisin# is a very im5ortant class of m4commerceL it au#ments location information7it& 5ersonali=ation and delivers t&e obtained &istory of user6s 5urc&ases &abits. $dvertisin# onmobile devices &as lar#e 5otential due to t&e very 5ersonal and intimate nature of t&e devicesand &i#& tar#etin# 5ossibilities. By 8ee5in# trac8 of user6s 5urc&asin# &abits and currentlocation( a tar#eted advertisin# cam5ai#n can be 5erformed. Messa#es can be sent to all users7&o are currently in a certain area Cidentified by advertisers or even by usersA or to certain users in all locations. De5endin# on interests and 5ersonality ty5es of individual users(advertisers could decide 7&et&er a P5us&Q or P5ullQ form of advertisin# is more suitable. Mostusers did not mind bein# 5us&ed for mobile location4a7are services information( as lon# ast&ey really needed t&e information.$ location4a7are or location4 based service is a service 7&ere a user6s be&avior is mostly drivenby location information. $nd 5ro:imity4tri##ered mobile advertisin# is a s5ecial case of location4 based notification services. Notification services are user4driven( e.#. #ettin# a notification7&en a set of conditions is met. 2n t&e ot&er &and( advertisin# is ty5ically not user4driven( i.e.t&e reci5ient does not re9uest or 5ull t&e advertisements from a server( but t&ey are 5us&ed to&imS&er instead. -&ese services utili=e a user6s location to 5rovide location4a7are contentincludin# information on restaurants( devices( users( and 5roducts. E&en a mobile user entersan area( t&e list of services and location information can be 5rovided based on current5references or t&e &istory of c&oices. For instance( one user mi#&t be interested in 8no7in# t&eavailability and 7aitin# time at one or more restaurants close to &isS&er current location C5ullA.$not&er user mi#&t li8e to be informed 7&en one of &isS&er friend is located in t&e same#eneral area C5us&A.Mobile $dvertisin# Service Provider suc& as $irtel( 1P( -eletal8 are doin# t&is 8ind of advertisement. /om5anies itself ne7 5roduct B service 5romotions( #overnment 5romotions(N12 5romotion etc are been advertised 7idely in Ban#lades&. -o create a uniform set of #uidelines for 7ide scale use of mobile advertisin#( t&e $dvertisin# $ssociation and Mar8etin# $ssociation mer#ed to#et&er.

Mobile 1ntertainment Mobile entertainment Cm4entertainmentA is concerned 7it& 5rovidin# amusin# and enjoyableservices for users via 7ireless tec&nolo#y to mobile devices. Most 5eo5le ma8e some form of traditional R5ure6 entertainment 5art of t&eir daily lives( brin#in# t&ese

))

forms of content tomobile devices is an a55ealin# notion. Mobile entertainment is a Business4to4/onsumer service7&ic& is done durin# leisure time. Mobile +ntertainment Services and 1ames CB)/A area55lications 5rovidin# entertainment services to users on a 5er event or subscri5tion basis.-&ese include video4 on4demand( audio4on4demand( and interactive #ames. -&ese com5aniesoffer son#s( callertune service( videos( animations( love 9uotes( jo8es( etc. Mobile 4amin" Mobile devices offer t&e o55ortunity to 5lay #ames nearly every7&ere. Moreover( net7or8ed#ames allo7 individual 5layers to interact 7it& ot&er 5eo5le and to 5artici5ate in a lar#er#amin# 7orld( 7&ic& also 5rovides for ne7 business o55ortunities. $dvances in mobilecom5utin# and 7ireless communication tec&nolo#y enable t&e creation of #ames 7it&a55ealin# #ra5&ics and #ame 5lay on a variety of mobile devices ran#in# from smart45&ones toPD$6s and ot&er 5ortable com5utin# devices. -&erefore( t&e 5o5ularity of mobile #ames 5layedon 5ortable &andsets is increasin# and t&e &u#e 5ossibilities for #ro7t& in t&is area are alreadybein# ta8en seriously by traditional Pmobile telecommunicationsQ &andset vendors. Devicema8ers are desi#nin# 1SM &andsets 7it& &ard7are and user interfaces s5ecifically desi#ned for#amin# as e:em5lified by No8ia 7it& t&eir recent N4#a#e device. !n essence t&ese ne7 devicesoffer 5layers t&e ability to 5lay &ead to &ead 7it& t&eir friends or any ot&er 5layers at any timeand in any 5lace.

Mobile Music $ 8ey advanta#e of mobile music is &avin# user6s 5&one and music 5layer in t&e same smalldevice. No8ia &as develo5ed many mobile 5&ones 7it& inte#rated tec&nolo#ies to 5lay music(eit&er from a di#ital music 5layer or an FM stereo radio. $ user can &ear Stereo FM radio( tunein to visual radio to see t&e screen of mobile device( listen music as 7ell as to do7nload di#italmusic trac8s in $$/ format. !nstead of carryin# a MP'5layer a user can carry a mobile 5&one asa substitute. Mobile music &as become an im5ortant area of di#ital services for customerconvenience and t&eir convenience is considered as a 8ey. No8ia &ave to#et&er develo5ed amobile music service for mobile device users( 7&ere t&ey can 5urc&ase di#ital music in a5rotected file format. -&e music bou#&t from t&e online music store is do7nloaded to t&euserDs com5uter and t&en transferred to t&e device. $55le as 7ell 5rovides t&e same servicet&rou#& its istore. Mobile Shoppin" Mobile e:tends users ability to ma8e transactions across time and location and creates ne7transaction o55ortunities. !t is im5ortant to note t&at only a 5art of t&e 5urc&asin# 5rocess isconducted 7it& t&e mobile terminal. -&e basic 5oint is t&at user needs to 8no7 7&at &eSs&e7ants in advance of ma8in# a mobile 5urc&ase. Movin# for7ard( it seems most li8ely t&at as&o55in# list mi#&t be created 7it& a 7eb interface( 7&ic& may t&en be e:ecuted from amobile. $t t&e current sta#e of tec&nolo#ical develo5ment t&e customer must ideally be faced7it& a one4button 5urc&ase e:5erience for mobile s&o55in#. -&e

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5urc&ase su##estions 7illoften be based on t&e user6s 5ast be&avior 5atterns. P/ell ba=aarQ is a live e:am5le introducedby 1rameen P&one to be#in t&is sort of M4 commerce.

Mobile +etailin" Mobile retailin# is an interestin# m4commerce a55lication to use a Smart5&one to order 5i==afrom a delivery serviceL t&is mi#&t be even more a55ealin# t&an orderin# t&e 5i==a via internet(because it ta8es a lon# time to boot t&e P/ or a P/ mi#&t not be available. M4 commercecombined 7it& location identification creates ne7 value( for e:am5le( 7&en orderin# a ta:i or a5i==a t&e vendor can automatically 8no7 7&ere t&e service is to be delivered. 0o7ever( t&ere7ill be a lar#e s5ace for e4retailers to become m4retailers( 7&en t&e 5ersonali=ation andlocation issues are 7ell addressed. Boo8s( /Ds and #roceries are often items( 7&ic& t&e user8no7s 7ell and 7&ere &e needs just a tool to ma8e a 5urc&ase. -&e 5urc&ase 7ill be made7&en t&e user &as s5are time( inde5endently of t&e s&o5 o5enin# &ours and 5&ysical location.Lots of retail s&o5 #ive different seasonal #ift if t&e consumer 5osses a certain telecom line(even order from some 5recise telecom subscriber #ive s5ecial discount. Mobile Tic!etin" Mobile electronic 5urc&ase or reservation of tic8ets is one of t&e most com5ellin# 5ro5osedservices( because tic8et reservationS5urc&asin# is &ardly a 5leasant e:5ertise today. +it&er one&as to #o in 5erson to a tic8et boot&( or &as to call an a#ency or t&e outlet. /allin# outsideo5enin# &ours means &avin# to #o t&rou#& a len#t&y 5rocess. !t is clearly more convenient toselect and boo8 tic8ets directly from t&e mobile device( because often t&e decision to 5urc&aseis made 7&ile outside or on t&e move amon# friends. 1rameen P&one +4tic8et in Ban#lades&rail7ay is a start of t&is 8ind of M4 comerce. Short Messa"e Ser'ice .SMS/ -e:t messa#in# is one of t&e sim5lest and most useful means of mobile communication CNo8ia()**1A. Since 1FF) S&ort Messa#e Service CSMSA &as 5rovided t&e ability to send and receive te:tmessa#es via mobile 5&ones. +ac& messa#e can contain u5 to ;<F al5&anumeric c&aractersCNo8ia( )**<A. $fter &istorically findin# it 7as e:5ected t&at SMS 7ill s&o7 ra5id furt&er #ro7t&7it& t&e number of messa#es doublin# every &alf a year( durin# t&e year 1FF% SMS startedsuddenly to e:5lode in t&e 1SM mar8ets. !n 2ctober 1FFF( t&ere 7ere about ) billion SMSmessa#es sent 5er mont& 7it&in t&e 1SM 7orld( and more t&an <* billion SMS messa#es 7eresent across t&e 7orldDs 1SM net7or8s in t&e first 9uarter of )**1 CNo8ia( )**1A.$bout F*? of SMS messa#es are voice mail notifications or sim5le 5erson4to45erson messa#in#.-&e rest is mobile

);

information services( suc& as ne7s( stoc8 5rices( s5ort( 7eat&er( &orosco5e( jo8es etc. $dditionally( SMS e4mail notification( SMS c&at and do7nloadin# of rin#in# tones &asbeen offered recently in several mar8ets. SMS is an ideal tec&nolo#y for 5us&in# informationfrom one4to4one or one4to4fe7. SMS 7ill benefit from t&e &y5e created 7it& t&e arrival of E$Pand many m4commerce a55lications 7ill be initiated usin# bot& SMS and E$P as a 5latform. 2ireless pplication Protocol .2 P/ -&e E$P is a communication standard t&at enables 5ortable electronic devices to receive andinter5ret data. Public access to t&e !nternet commenced in 1FF* but t&e E$P commenced in1FF@. !n 1FFF( a variety of E$P enabled 5roducts 7ere released and made numerouso55ortunities in communication system. E$P is one of t&e 8ey enablin# tec&nolo#ies of m4commerce as it allo7s mobile users to access t&e !nternet from a mobile device. !t ma8es5ossible t&e introduction about t&e novel ideas of m4commerce( 7&ic& is s5ecifically desi#nedfor t&e mobile user( and ta8es full advanta#e of distinctive c&aracteristics. $irtel E$P( 1P E$Pand almost every telecom com5any &ave #iven t&is facility in e:c&an#e of a very com5etitive cost. $ccess to information at E$P enabled 5&ones from any telecom o5erators in BD. &as a mont&ly bud#et to 8ee5 t&eir mobile 5&one alive. $ccordin# to current estimates t&ere are 1** million 5lus users. +arly )**3 a55ro:imately F% million.

)<

/&a5ter ;

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(indin"s and nalysis +very study is conducted for t&e 5ur5ose of #ettin# some results. $nd 7it&out analysis and inter5retation of data received in t&e study( a researc&er is not able to ma8e any jud#ments. For t&is 5ur5ose in t&is c&a5ter data are analy=ed. Mobile Mar!etin" companies Business /ate#oriesSSolutions offered by mobile mar8etin# com5anies in t&e retail industry. -otal /om5anies 56 Business Cate"ories0Solutions 7o$ of Companies Su55ly /&ain Mana#ement )1 /ustomer Relations&i5 Mana#ement 1@ Merc&andisin# ') !n store <F Point of Sale <* !nformation -ec&nolo#y <* Su55ly and Distribution )' Safety B Security 1* Decision Su55ort System % /ommunication 1%

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Chapter: 6

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Recommendations By analy=in# t&e data collected from t&e NRF( it 7as observed t&at most of t&e com5anies are in t&e Business cate#ories ofT!n4Store and Merc&andisin#. Fe7 com5anies are in t&e cate#ories of +4/ommerce( Decision Su55ort System( Security and Safety. -&erefore( t&ese are t&e #a5s 7&ere one can be e:5lored by ne7 entrants. Most of t&e Mar8etin# com5anies are not usin# Mobile Mar8etin# .-&ere is an o55ortunity for t&e ne7 entrants in t&is domain. +mail and Direct Mar8etin# is still most 5referable Mar8etin# tool in t&e retail industry. + mail Mar8etin# 5ricin# offerin# is very com5etitive in $sia Pacific re#ion so most of t&e com5anies 5rice 9uotation are on t&e avera#e ran#e and very similar. -&e real differentiators are t&e service offerin#s and access to +mail address list 7it& demo#ra5&ic details.

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Chapter 8

Conclusion:

Mobile ban8in# is a ne7 tec&nolo#y in Ban#lades&( started from '1st Marc& )*11. Dutc& Ban#la Ban8 Limited 5ioneered in mobile ban8in# services in Ban#lades&. Most 5eo5le informed about it but <)? of t&em are not ea#er to use it as t&ey are &a55y in usin# traditional e4ban8in# system. Mobile ban8in# is allo7ed to access ban8in# facilities at affordable cost. $ 5ositive as5ect of mobile 5&ones is t&at mobile net7or8s can reac& remote areas at lo7est cost. $round )3? res5ondents say its cost is &i#&er( )*? say same and <;? say it is more affordable t&an traditional ban8in#.

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BIB*I%4+ P)Y 1lobal !nstitute of Mana#ement B -ec&nolo#y( Noida Pa#e 3F Mobile in (etail. C)*1*A. Retrieved from 1lobal Lan#ua#e of Business &tt5 SS777.#s1.or#S )ase Stud"*e+Mar#eting ,utloo#. C)*1)A. Retrieved from 2ctane &tt5 SSoctane.inSresearc&S . Cn.d.A. Retrieved from Point of Sale !nc 777.er5ly.com Product Information. Cn.d.A. Retrieved from Retail $ny7&ere &tt5 SS777.retailany7&ere.com Professional -etwor#ing Site + )ompan" Search. Cn.d.A. Retrieved from Lin8ed !n &tt5 SSlin8edin.com (etail Solutions. Cn.d.A. Retrieved from Uuic8Media 777.97ic8media.com Sonta88i( /. N. C)*1*A. Mar#eting (esearch. 0imalaya Publis&in# 0ouse.

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