The Freedom Economy

Just as personal computers and the Internet have changed the landscape of ecommerce, mCommerce will continue to extend the way organizations conduct business--and change the relationships between companies, customers, suppliers, and partners. Mobility means freedom. Freedom creates choice and, as a result, value. Offering much more than just convenience, wireless technology can revolutionize the way companies work, buy, sell, and collaborate. To effectively utilize the power of mCommerce in your organization, understand where the technology is headed, and avoid the pitfalls, you need The Freedom Economy. This book reveals ways to take advantage of emerging mobile and wireless technologies, and create larger, profitable business opportunities for your company. Filled with case studies and hands-on advice, this unique book identifies and outlines the key areas for expanding value through mCommerce: customer relationships, logistics, and knowledge mobilization, or intellectual capital. By integrating mCommerce and eCommerce through enterprise-centric tools, you can build a new platform for business, and truly realize the rewards and payoffs of wireless commerce. From idea through to result, this insightful and practical guide delivers winning strategies for gaining the mCommerce edge. Use them, and watch your business succeed both now and well into the future.

Contents

foreword ..... ix

Acknowledgments ..... xi

Part I: The M-Commerce [R]evolution ..... 1

Chapter 1: M-Commerce: New Freedoms and New Value ..... 3

The Potential of M-Commerce and the Reality today ..... 12

The Business Management Agenda: the Demand Side

Search for Value ..... 19

The M-Commerce Technology Enablers ..... 21

Conclusion: A Road Map to Gaining the M-Commerce Edge ..... 24

Chapter 2: M-Commerce and the Evolution of the Freedom Economy ..... 25

Inventing the Customer ..... 30

Conclusion ..... 46

Chapter 3: M-Commerce Technology Innovation: Faster than Internet Time and even more Chaotic ..... 49

Making Sense of the Technology ..... 52

The State of the Wireless World of M-Commerce Enablers ..... 71

Chapter 4: The International Freedom Economy: M-Commerce and Global Innovation ..... 73

The International Competitive Picture ..... 85

M-Commerce Myopia ..... 93

Part II: M-Commerce in Action ..... 95

Chapter 5: The Search for M-Commerce Value ..... 97

The Search for Value ..... 102

Chapter 6: M-Commerce Relationships: Designing the

Customer Experience ..... 115

Safety ..... 122

Location Responsiveness ..... 125

Moment of Value ..... 126

The Relationship Imperative and Death of the Transaction Economy ..... 130

Designing the Customer Experience ..... 136

Chapter 7: Logistics:from Mobile Warehouse to Intelligent Asset ..... 139

Have Technology, Will Travel ..... 145

The M-Commerce Logistics Opportunity Agenda ..... 157

Chapter 8: Making Intellectual Capital Real: Down with Knowledge Management, Up with Mobile Knowledge Mobilization .....161

Knowledge Mobilization in Action: Application and Technology ..... 166

Freedom Now! the Scale of the Knowledge

Mobilization Opportunity ..... 175

Part III: From Idea to Results: the Management Agenda ..... 183

Chapter 9: Behind the Scenes: the Dark Side of M-Commerce ..... 185

Privacy ..... 186

Security ..... 194

Reliability ..... 197

Chapter 10: Place your Bets: Building M-Commerce Beachheads ..... 203

Step 1: Invent the Freedoms ..... 207

Step 2: Ensure Practicality ..... 208

Step 3: Select the Technology Enablers and tools ..... 211

Step 4: Define the Beachheads ..... 215

Venture Management ..... 218

Conclusion: From Opportunity to Delivery ..... 221

Afterword Profitting through M-Commerce in the Freedom Economy ..... 223

Notes ..... 225

Bibliography ..... 239

Index ..... 247