|Title:||Can the M-commerce service fly?|
|Subject:||Hong Kong Polytechnic University -- Dissertations|
Mobile communication systems
|Department:||Department of Management|
|Pages:||87 leaves : ill. ; 30 cm|
|Abstract:||Internet in Hong Kong has been growing rapidly for recent years. More than 200 ISPs (Internet Service Providers) are providing Internet access service. And the number of Internet subscribers (including dial-up and broadband connections) is continuous to grow to more than 2.6 million as at February 2001. However, Internet companies have been operating under pressure in the revenue return. Like Internet E-Commerce, the take-up and usage are far below their expectation. In Hong Kong mobile phone market, even though the number of mobile subscribers exceeded 5 millions last year, the financial situation of the mobile operators is getting worse. This is mainly due to increasingly high competition in the market. To compete for the market share, operators are led to offer tariff plans even below cost. This is actually not healthy as it would affect further investment in the mobile market and also lower the profit margin continuously. Recently, some operators are reporting net loss in their annual report announcement. To improve the situation, operators are exploring new revenue stream as well as controlling operation cost or else looking for buyer. M-Commerce (Mobile commerce) service is believed to be one of the potential new revenue generators to the mobile operator. Few important theories including Adoption theory, Consumer behavior, IT strategies and Marketing strategies are selected to study the potential of M-Commerce service. Besides, an exploratory research targeting both corporate and general consumer segments was conducted. HA (Hospital Authority) is very keen on developing its own sophisticated electronic healthcare system and private healthcare organizations are also spending a lot of effort to build up their own infrastructures. It is expected that more and more new services will be introduced to the market. However, do we know the acceptance level of Hong Kong People towards such new services through M-Commerce? How long do they take to adopt the new service? What are the key elements customers would consider in their decision for purchase? What strategies should service providers use to market their new services? ... They will be answered by this study. In other words, the results and findings of this study could help both academics and service providers more understanding on how to offer new services successfully.|
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