Title: mBusiness, mMarkets and mServices: exploration of opportunities

Authors: Iryna Ivanochko; Michal Gregus; Oksana Urikova; Viktoria Masiuk

Addresses: Department of e-Business, School of Business, Economics and Statistics, University of Vienna, Oskar-Morgenstern-Platz 1, A1090 Wien, Austria ' Faculty of Management, Comenius University in Bratislava, Odbojárov 10, 82005 Bratislava 25, Slovakia ' Department of Finance, Lviv Polytechnic National University, 12, S. Bandery Str., Lviv, 79013, Ukraine ' Department of Finance, Lviv Polytechnic National University, 12, S. Bandery Str., Lviv, 79013, Ukraine

Abstract: Mobile business refers to all kinds of business activities, which are performed with the help of mobile devices on networks and the internet. The term 'mobile' implies an anytime access to business processes from mobile appliance. Mobile business is characterised by a large number of uncertainties especially in the sectors of technology, strategy and demand. Therefore, new business models are constantly developed and can become a large part in the eBusiness game. Also, mBusiness is highly fragmented and has large number of market players. Besides, mBusiness is relatively immature research field, and therefore information regarding this phenomenon and its certain features and functions is not always available or up-to-date. It is a constant ongoing process, which develops new business segments and growing opportunities for companies and users. To discover opportunities and provide a sketch, this paper begins with exploring the most important terms, as well as terms environing the mobile Business field. Then, it continues with mobile business features, performers, business models, development drivers, and the technologies in mBusiness as well as mobile devices. Next, the competition in mobile markets is analysed. And the paper ends with two case study examples.

Keywords: m-business; m-commerce; mobility; business models; e-business; mobile business; m-markets; m-services; mobile commerce; electronic business; mobile services; mobile markets.

DOI: 10.1504/IJSEM.2015.076324

International Journal of Services, Economics and Management, 2015 Vol.7 No.1, pp.74 - 93

Received: 30 Sep 2015
Accepted: 01 Apr 2016
Published online: 03 May 2016 *

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