Value proposition in m-commerce : exploring service provider and user perceptions

Adoption of mobile services and m-business outcomes has not yet reached expectations. The uncertainties in m-commerce are still many occasioning a need to explore challenges and opportunities. This study provides empirical data on perceptions of value proposition in m-commerce from the supplier as well as the demand side. The first is addressed in an interview study with newspaper publishers that offer mobile services, and the second in a broad survey of 1388 mobile service users. The findings show that there are similarities as well as differences in perceptions of value held by service providers and users of mobile services. Ubiquity and service provider/user relationship were identified as general service characteristics whereas localization, personalization, convenience and socialization were identified to be mobile service value dimensions. The aim is to provide useful insights for service providers to better meet the market demands in consumer m-commerce