Mobile Commerce

Introduction

Do you know anyone who does not own a mobile device? Over 90 percent of consumers in the United States own a mobile phone and 42 percent own a tablet computer (Pew Research Center 2014). Consumers use mobile devices not only for communicating but with businesses as well. Searching for product information, inquiring about services, comparing prices, and purchasing comprise just some of the shopping functions done on mobile devices. How does digital change how firms do business? What are the differences between desktop computer shoppers and mobile device shoppers? Moreover, are firms prepared to do business in this changing environment? As tablet owners relax in the evenings, they are powering up those tablets, and using tablet time ...