Through various specific projects linked to financial inclusion, e-governance and citizen services, Digital India & mCommerce can truly transform India. With almost a billion mobile phones assuring unprecedented reach, the telecom revolution and Aadhar provide the means to implement many of these services.

1. Presentation for the Seminar as part of
Pre PhD Course Work
On
India's Digital transformation and the role of Mobile Commerce
By
Mangipudi Mruthyanjaya Rao,
MA (Eco), PGDHRD, MBA (HRM), LL.B,
Senior HR Business Partner
Research Scholar (Management, HRM)
4/17/2017 1:32 PM

2. 4/17/2017 1:32 PM
Outline
Introduction
Definitions of & difference between e/mCommerce
History
Ecosystem of mCommerce
Services and applications
Advantages
Disadvantages
Progress of mCommerce in India (Statistics)
Conclusion
References

3. 4/17/2017 1:32 PM
Introduction
This presentation aims to present the basics and status of
eCommerce and mCommerce in India.
The growth of eCommerce in a country like India owing to the
Digital India movement.
Exciting possibilities for India to achieve financial inclusion.
Minimize Socio, Economic and Regional imbalances/gaps.
eCommerce
Started with advent of internet 90s
Initial players
IRCTC
Low cost Airlines
Flipkart, Rediff et al
Market size in India USD3.9 billion(2009)
grew to $14 billion(2016)
Number of users will cross 100million mark
in India by 2017
mCommerce
 Started with technologies such as 3G,
4G, GPS, Smartphone.
 Applications in B2C & B2B; added
dimension C2C.
 Paypal’s research on the
mCommerce habits of 17,600
customers in 22 countries shows
growth rate will be 42% in 2013-16
period topping e-commerce's 13%.
($19-2019-850%--$2b)

4. 4/17/2017 1:32 PM
Definitions
eCommerce:
The term eCommerce, an abbreviation
for electronic commerce, is the process
of buying and selling goods, products
and services over electronic systems
such as internet, telephone and e-mail.
mCommerce:
mCommerce or mobile commerce is
the process of buying and selling
products through wireless handheld
devices such as mobile (smart) phones
or PDAs. (PDAs : Tablets, Mobiles,
Kindle)

5. 4/17/2017 1:32 PM
History
Mobile Commerce Services were first delivered in 1997, when the
first two mobile-phone enabled Coca Cola vending machines were
installed in the Helsinki area in Finland.
The M-Commerce server developed in late 1997 by Kevin Duffey at
Logica.
Since the launch of the iPhone, mobile Commerce moved away
from SMS systems and penetrated into applications.

6. 4/17/2017 1:32 PM
Ecosystem of mCommerce | Stakeholders:
It is identified that –
Customers,
Government Agencies,
Mobile Network Operators,
Merchants,
Banks, and
Technology Partners
as the potential stakeholders of mCommerce.

7. 4/17/2017 1:32 PM
Services and Applications
Mobile Ticketing
 Airlines|Movies|Railways, Bus & Cab | Concert/Event |Voucher distribution
Mobile Money Transfer
 IMPS / NEFT / RTGS
Information services
News / Stock quotes & suggestions / Sports / Traffic / Exam Result / Realty
Shows / Job Alerts / Social Media Messaging Alerts, to name a few.
Mobile Banking
Mini-Statements/Account History/ Balance check/Recent
transactions/PIN change
Mobile Browsing, Marketing and Advertising
Content / CBRT / Wallpaper / Games
Mobile Money Wallet
Location Based Services

8. 4/17/2017 1:32 PM
Advantages of Digital India &
mCommerce
Access to excellent education &
interactive teaching
methodologies
The top-class learning
experience

9. 4/17/2017 1:32 PM
…Advantages of Digital India &
mCommerce
Visualise skills training being
provided to youth/women
anywhere in the country, or of
rural crafts-people being able
to sell their creations to
customers anywhere in the
globe through their website
and eCommerce /
mCommerce platforms.

10. 4/17/2017 1:32 PM
…Advantages of Digital India & mCommerce
Healthcare guidance
Marketing Intelligence, weather & agricultural advice to farmers

11. 4/17/2017 1:32 PM
…Advantages of Digital India & mCommerce
Financial Inclusion

12. …Advantages of Digital India & mCommerce
 Portability
 Instant connectivity
 Mobility
 Personalization
 Localization
4/17/2017 1:32 PM

13. Disadvantages
 Small screens and limited data transfer
 Use of graphics limited in conventional mobile devices
 User interface is often difficult to learn how to operate
 Speed
 Limited storage capacity of devices
 Less awareness
 Security / Data Integrity issues
4/17/2017 1:32 PM

14. Progress of mCommerce in India
Courtesy: m-1Order.com
4/17/2017 1:32 PM

15. Shopping Preferences |Mobile apps Vs. desktop
4/17/2017 1:32 PM

16. Mobile purchases across the countries
4/17/2017 1:32 PM

17. Conclusion
Through various specific projects linked to financial inclusion, e-governance and
citizen services, Digital India & mCommerce can truly transform India. With almost a
billion mobile phones assuring unprecedented reach, the telecom revolution and
Aadhar provide the means to implement many of these services.
On Friday, the 14th Apr 2017, in Nagpur, Bhim-Aadhar PayApp, a biometic-based
payment system was launched by the Prime Minister of India.
A merchant interface of the Bhim App will pave the way for making mobile
commerce. No need of smart phones, internet, debit cards or credit cards, only your
bank account should be linked with Aadhar card.
Prime Minister of India said, “The thumb that once was a symbol of illiteracy will now
be a power tool. Thanks to the technology marvel.”
4/17/2017 1:32 PM

18. References:
1. Li, N., & Zhang, P. (2002). CONSUMER ONLINE SHOPPING ATTITUDES AND BEHAVIOR:
AN
ASSESSMENT OF RESEARCH. Eighth Americas Conference on Information Systems (pp.
508-517). USA: Eighth Americas.
2. Gurunathan, D. K., & Krishnakumar, M. (2013). Factors Influencing Apparel Buying
Behaviourin India: A Measurement Model. Indian Journal of Research , 218-224.
1. www.Indiapost.gov.in
2. www.yourstory.com
3. www.slideshare.com
4. www.linkedin.com
5. www.blogspot.com
6. http://www.static.sanjeevnitoday.com
7. www.aadharnews.com
8. Report on the Committee on NOFN by Dr. PK Agarwal,
Chairman, BBNL, Govt.of India.
4/17/2017 1:32 PM

19. Thank you
Please share your feedback to raomangipudi@gmail.com
4/17/2017 1:32 PM