Intelligent Personalization of Thai M-commerce as Marketing Value-added Services Tool

Mobile commerce (m-commerce) or e-commerce over mobile devices, has become a major topic of interest for the information systems research community and a key priority for many business organizations. However, m-commerce includes a large range of various services, especially with regard to numerous value-added services. Since Thailand small and medium enterprises have been transformed themselves from traditional business to digital business using Internet and ecommerce. This research made the Thai e-commerce on supporting features of the m-commerce : mobile commerce with short message service (SMS) and multimedia message service (MMS). The most promising technology item-based collaborative filtering scheme for the seller to create an element of personalization for each individual consumer. This case-study of Thai cake ordering m-commerce system presented in order to provide the general business models, the theoretical concerns and the relevant systems for ordering. Doing business through mcommerce provides new and greater opportunities for customersupplier interaction.