Mobile Commerce Business Models

Mobile commerce is a very promising emerging industry. Similar to other emerging industries, it is characterized by a large number of technological, demand and strategic uncertainties. This paper focuses on the strategic uncertainties, where a large number of participating actors are trying to position themselves in the most favourable position in the value system. As a consequence, they are experimenting with a number of innovating business models. Successful business models are likely to be the ones that best address the economic peculiarities underlying this industry, like mobility, network effects and natural monopolies. The paper presents the principal classes of actors that will participate in the mobile business industry and give an overview of their business models.