Case Study: Please select only one of the options shown below. – approximately 1,250 word
Option 1: Choose a business having a substantial mobile e-commerce presence and one ideally with which
you have had some experience. In 1000 word case analysis, critique the suite of services provided by the
business by analyzing the advantages and possible deficiencies of this service. Ideally, if you use the service
yourself, use your own personal experiences as data for this analysis, but also indicate how other people might
have differing perceptions in regard to the value of these mobile services. Make sure that you use the
frameworks and concepts articulated in your readings. Other questions to reflect on in this analysis include the
What specific value or customer needs are being served via these mobile services?
Do you find that you value the features offered by these mobile services? Support your position with specific
How might the mobile services of this company be improved? Again, support your argumentation with specific
Postulate how these mobile platforms in this specific company might evolve into what has been termed ucommerce in your readings. What kinds of functionality would be offered? Do you think customers would value
such functionality? (if you need to segment potential customer populations please do so).
What ethical issues surround this deployment of mobile commerce?
Option 2: If you have little personal experience with a company having a significant mobile strategy you might
choose this case-based option. Read Case 20 in the Jellasi et al text: NTT DoCoMo (Japan): Moving from a
mobile phone operator to a lifestyle service provider.
Innovation and Creativity in the Mobile Space – approximately 750 words
Choose a business, not-for-profit or governmental unit that you use regularly that currently has no mobile ecommerce functionality. Assume that you are a consultant to this organization. Provide a set of
recommendations specifically describing mobile e-commerce strategies that you believe would be valued by
the majority of their customers. (If desirable, approach this analysis with a customer segmentation framework
that enables you to speak about customer benefit from a more targeted perspective).