The telecom story in India has been a huge success when we talk of m-commerce. A 100 million plus mobile
users is a dream came true for marketers. If that’s not all the number of users is growing by as much as 3 million
a month. The number is hugely in favor of m-commerce. So m-commerce is relatively new topic in the Indian market
where a lot of research is to be conducted. The article primarily emphasizes on the global perspectives of m –
commerce business in Indian market.

Click here to download

1. Acharya, Naina R (2010). MVAS and M-Commerce
in India: 2010 Report, IndiQuest Research Services
Pvt. Ltd., Mumbai: November.
2. Ajzen, I. (1991). The Theory of Planned Behavior,
Organizational Behavior and Human Decision
Processes, Vol. 50: 179-211.
3. Barnes, S. J. (2002a). Wireless digital advertising:
nature and implications, International Journal of
Advertising, Vol. 21: 399-420.
4. Barnes, S. J. (2002b). The Mobile Commerce Value
Chain: Analysis and Future Developments,
International Journal of Information Management, Vol.
22, No. 2:91-108. Barwise, P. and C. Strong (2000).
Permission-Based Mobile Advertising, Journal of
Interactive Marketing, Vol. 16, No. 1: 14-24.
5. Bheda, Nayan (2010). The essentials for the success
of m-commerce in India, Voice & Data, @ http://
voicendata.ciol.com/content/ Contributory Articles/
2100^1901 .asp, retrieved on October 20, 2010.
6. Brown, I., Z Cajee, D. Davies and S. Stroebel (2003).
Cell phone baking: predictors of adoption in South
Africa - an exploratory study, International Journal
of Information Management, Vol. 23: 381-394.
7. Davis, F. D. (1989). Perceived Usefulness, Perceived
Ease of Use, and User Acceptance of Information
Technology, MIS Quarterly, Vol. 13: 319-340.
8. Fishbein, M. and I. Ajzen (1975). Belief, Attitude,
Intention and Behavior: An Introduction to Theory and
Research. Reading, MA: Addison-Wesley.
9. Hung, S. Y., C. Y. Ku and C. M. Chang (2003).
Critical factors of WAP services adoption: An
empirical study, Electronic Commerce Research and
Applications, Vol. 2: 42-60.
10. Kleijnen, M. H. P, K. de Ruyter and T. W. Andreassen
(2005). Image Congruence and the Adoption of
Service Innovations, Journal of Service Research,
Vol. 7, No. 4: 343-359. Kleijnen, M. H. P., K. de
Ruyter, and M. G. M. Wetzels (2004). Consumer
Adoption of Wireless Services: Discovering the
Rules, While Playing the Game, Journal of
Interactive Marketing, Vol. 18, No. 2: 51-61.