Examining e-business models: applying a holistic approach in the mobile environment

The benefits of living in a fast changing information society become evident if effective ebusiness practices are implemented, offering companies exposure and access to global markets and consumer access to customized, high quality services. Such practices are facilitated by innovative and effective e-business models. However, the business literature defines business models from different viewpoints, each focusing on different components. This leads to a fragmented and confusing picture regarding the shape and role of e-business models and the factors that distinguish successful business models. This paper explains why a more holistic approach to the study of e-business models is called for and proposes such an approach enabled by the examination of five thematic areas in the development and adoption of a business model: technical, individual, organizational, industrial, societal. A case study is examined in order to prove the appropriateness and importance of the proposed approach in the context of mobile business.