Morten Rask

M-commerce is any monetary transaction conducted via a mobile telecommunications network using a communication, information, and payment (CIP) device. We foresee three main areas of impact of m-commerce on marketing and competition. First, there will be greater levels of customization via m-portals. Such m-portals will integrate the m-Brochure, the m-Manual, and the m-Store - three progressively stronger formats for conducting m-commerce activities. The second impact will be the blurring of boundaries between consumer and business-to-business marketing. The third impact is the likelihood of transformation of industry structures. The main managerial implication of m-commerce is that firms that do not become m-portals will end up being sub-suppliers to the m-portals.