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M-Commerce
Surveys about Customer and Corporate Acceptance
in Germany
Department of Marketing Management
Presented by Prof. Dr. Manfred Kirchgeorg of
HHL -Leipzig Graduate School of Management (Germany)
M-Commerce-Meeting in Hong Kong
City University of Hongkong, 9. April 2000
E-Mail: [email protected]
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
Agenda
I. Introduction: Department of Marketingmanagement (HHL)
II. Overview about results from existing studies on M-Commerce
III. Key results of an expert survey on M-Commerce in Germany
IV. Next steps
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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I.
Introduction: Department of Marketingmanagement (HHL)
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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Overview on Research Activites of the Department of Marketingmanagement
Research Program
Marketingmanagement
Consumer
goods
• Marketing efficiency in East-German companies
• Drivers of brand erosion
• Success factors of closed loop value
chains
• Customer focused corporate culture of start-ups
• Eco-oriented service strategies
• Locational choice in shopping behavior
• E-Commerce strategies in the health care industry
Retail and
services
marketing
Environmental Management
• Network strategies in the health care industry
• Internet and E-Commerce usage behavior
• Institutional buying behavior of ebusiness systems
• Financial services in the circular economy
• Incentives for used car collections
(EU-Altautoverordnung)
• Ecological controlling
• E-Paper
• M-Commerce market survey
• Positioning of trade fairs
Services
marketing
• Competitive strategies of industrial regions
• City marketing and marketing of industrial regions
(8
(regional focus)
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
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Development E-Commerce and M-Commerce Research
Intern. Conference 11.6.99
„E-Commerce – Quantensprung im Marketing“
E-Commerce as a
distribution
channel
Networkstrategies
for E-Health
Services
Nationwide Survey about
E-Commerce usage
behavior
User Survey E-Health
(project in cooperation
with netdoktor.com)
2000
1999
1998
Secondary Research:
M-Commerce usage
behavior
Expert interviews:
M-Commerce
E-Commerce
Strategies for E-Health
care industry
2001
Elective Course: Marketing and E-Commerce (in cooperation with SAP)
Seminar: E-Branding (with BCG, 12snap)
Diploma Thesis (in cooperation with business partners)
Introdution of
shopping boxes
Success factors
of
internet start ups
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
E-Branding
Problem of information
overload in the Internet
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Explanation of the
diffusion of M-Commerce
applications
5
Overview on Current M-Commerce Studies
1.
• The Boston Consulting Group: Winning the On-Air Customer
(November 2000; Focus: United States, Japan, Germany, France, Sweden;
Sample: 1633 early adopters)
2.
• GFK / Heyde AG:Mobile Shopping
(February 2001; Focus: German Market; Sample: 2000 Households)
3.
• Durlacher Research: UMTS Report - An Investment Perspective
(April 2001; Focus: European Market)
4.
• HHL, Department of Marketing: M-Commerce Perspectives - CEBIT 2001 Review
(April 2001; Focus: German Market, Expert Interviews, Sample: 25 (now 14))
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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II.
Overview about results from existing studies on
M-Commerce
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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Key Results of a BCG Survey (Nov. 2000)
The survey of early and potential Mcommerce users in six countries shows widespread
consumer frustration:
1.
There is a big gap between what the technology can now do and what the consumer has
been led to expect
2.
Mobile users think the initial costs and operation fees are too high. Most want low flat fees.
3.
Customers are not satisfied with mobile applications in this areas: speed, ease of typing in
text, and ease of navigation
4.
There is a broad concern about privacy and security. Nearly 90% of those surveyed said they
want to control the type and timing of ads that are sent to their mobile devices.
5.
Many m-commerce users consider the fixed-line Internet as a benchmark
Key issue for further research: Do not forget the customer needs!
It is absolutely necessary to find out, what applications really can provide value for the
customer.
Source: BCG 2000
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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Key Results of a GfK/Heyde Survey (2001)
M-Commerce Transactions: Percentage of consumers willing to buy products wireless
Data in percentage
20
men
18
women
16
14
12
10
8
6
4
2
Key-results:
Cosmetics
Cars/Motorcycles
Insurances
Brokerage
Tabacco
Clothing
Games
Food
Software
Flowers
Flights
Holidays
Videos/DVDs
Short Trips
Books
Tickets
Travel
Muisc CDs
0
Though a certain percentage of consumers is willing to buy products
wireless, only a limited number of product categories seems to be attractive
in the consumers‘ view.
Source: GfK/Heyde AG 2001
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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Durlacher UMTS Report (2001): Business vs. Consumer Applications
Key distinctions between business and consumer applications in the M-Commerce environment
Business Applications
Consumer Applications
1.
Lower volume (One To Few)
1.
High volume (One To Many)
2.
Greater complexity
2.
Lower complexity
3.
Higher customization
3.
Lower customization
4.
Higher margins
4.
Lower margins
5.
Slower sales cycle
5.
Faster sales cycle
6.
Strategic
6.
Convenience (consumer) productivity (B2B)
7.
Higher criticality
7.
Lower criticality
8.
High need to integrate
8.
Lower need to integrate
9.
Higher Servcie Requirements
9.
Lower service requirements
10. Need for IT support
Key-results:
10. Need to be self configurable
When developing business vs. consumer applications, the highlighted key
destinctions have to be taken into account in order to come up with killer
applications.
Source: Durlacher 2001
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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Durlacher UMTS Report (2001): Winning Consumer Applications
Technology enablers
Consumer
appls
Bandwidth
Device
SWEnablers
Market success factors
Location
Service
Immediacy
& Mobility
Personalisation
Mobile
potential
Info
Communication Entertainment
Transaction
Static
Content
Dynamic
Content
Mobile
Messaging
Mobile
Advertising
M-Emergency
Services
M-Gaming &
Gambling
Mobile
Video
Mobile
Audio
Mobile
Tailing
Mobile
Finance
Mobile
Payment
constraints
no constraints
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
low potential
high potential
350-07 Hongkong 8.4.01
Source: Durlacher 2001
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III.
Key results of an expert survey on M-Commerce
in Germany
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
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Design of M-Commerce Expert Survey conducted by HHL
Goal of study
Get insights into current M-Commerce developments and
topics by reviewing CEBIT 2001 experiences
Target group
Industry experts and decision makers in M-Commerce
companies
Sample Size
Total sample size 7. April: 14 companies (total will be 25)
Interviews were conducted with companies in the following
industries:
- Providers of M-Commerce products and services
- Providers of M-Commerce infrastructure
- Providers of consulting and capital services in the area of
M-Commerce
Procedure of survey
Field work
1) Contacting M-Commerce decision makers and experts via
telephone
2) Conducting interviews on basis of a questionnaire in written
form
02.04.2001 - 07.04.2001
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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Overview on Interviewed Companies
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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Overview on Structure of Questionnaire
1.
General acceptance of M-Commerce in Germany
• Barriers to rapid M-Commerce diffussion
• Potentially successful M-Commerce products / services
• Usage behavior of M-Commerce customers
• M-Commerce pricing models
• M-Commerce advertising models
2.
M-Commerce companies in Germany
• Competitiveness of German M-Commerce companies
• Development of M-Commerce revenues in B2C and B2B markets
• Share of E- and M-Commerce revenues in companies‘ total revenues
3.
Information on interviewed company
• M-Commerce product / services portfolio
• Engagement in M-Commerce since when
• M-Commerce revenues
• Estimation on killer applications
• Company size
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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Socio-Demographic Information on Interviewed Companies (I)
Sample Size
Total
number
14
Share
(in %)
Sample size
Total
number
14
M-Commerce portfolio 2001 (aggregated)
M-Commerce portfolio 2001 (detailed)1)
M-Commerce products / services
Consulting / financial services
M-Commerce infrastructure
Email
SMS
General information
Personalized information
Location-based information
Surfing / browsing
Auctions
Brokerage
Mobile Banking
Shopping
Health care
Entertainment
Chats, newsgroups
46%
31%
23%
Engaged in M-Commerce since...
< 1/2 year
1/2 - 1 year
1 - 2 years
> 2 years
not engaged
25%
25%
25%
0%
25%
Company size (in terms of total revenues)
<2 Mio. DM
2 to 10 Mio. DM
10 to 25 Mio. DM
25 to 100 Mio. DM
> 100 Mio. DM
Share
(in %)
31%
54%
39%
46%
23%
8%
15%
8%
8%
15%
8%
23%
15%
20%
10%
20%
20%
30%
1) Only companies offering M-Commerce products / services
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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Barriers to Rapid M-Commerce Diffussion in Germany
Question 1: Which of the following
factors constitute a barrier to a rapid
expansion of M-Commerce?

very large
barrier
1
no barrier
at all
2
3
4
5

6
Low demand for mobile products / services
3,4
1,5
High cost of services
2,8
1,4
Concerns about data security
3,9
1,1
Concerns about payment systems
3,1
1,1
High complexity of handling mobile devices
2,5
1,2
Limited screen size of mobile devices
2,6
0,9
Slow speed of service
3,1
1,5
Political / legal barriers
4,2
1,1

Key results:
average
 standard deviation
n=14
Especially the high complexity of handling mobile devices as well as their
limited screen size are seen as major barriers for rapid M-Commerce diffussion.
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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Potentially successful M-Commerce Products and Services (I)
Question 2: How do you evaluate the
likelihood of firms achieving a
satisfactory level of turnover for the
following M- Commerce services?

very
good
1

poor
2
3
4
5
6
Email
2,2
1,4
SMS
2,1
1,0
General information (e.g. news, sports)
3,2
0,7
Personalized information (e.g. news, sports)
2,0
0,7
Location-based information (e.g. restaurants, 2,3
shopping, cultural activities)
1,1
Surfing / Browsing
4,0
1,2
Auctions
4,2
1,2

Key results:
average
 standard deviation
n=14
Communication applications like email and SMS as well as information
applications with high value for consumers are deemed to have high potential
of success.
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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Potentially successful M-Commerce Products and Services (II)
Question 2: How do you evaluate the
likelihood of firms achieving a
satisfactory level of turnover for the
following M- Commerce services?

very
good
1

poor
2
3
4
5
6
Brokerage
3,2
1,2
Mobile Banking
3,0
1,3
Shopping (e.g. books, CDs, software)
3,8
1,4
Health care (e.g. Monitoring)
4,2
1,1
Entertainment (e.g. games, gambling)
2,6
1,7
Chats, newsgroups
3,6
1,4

Key results:
average
 standard deviation
n=14
Other potentially successful applications are especially seen in the area of
entertainment.
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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Usage Behavior of M-Commerce Customers (I)
Question 3: How do you rate the relative
importance of the various motivations of
both current and future consumers of
M-Commerce products / services?

very high
importance
1
minimal
importance
2
3
4
5

6
Save time
2,4
0,9
Flexibility of usage regarding time
1,9
0,7
Flexibility of usage regarding location
1,6
0,8
Get up-to-date information
2,5
1,3
Kill time
2,4
1,5

Key results:
average
 standard deviation
n=14
Consumers go wireless because of the high level of flexibility mobile devices
offer.
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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Usage Behavior of M-Commerce Customers (II)
Question 3: How do you rate the relative
importance of the various motivations of
both current and future consumers of
M-Commerce products / services?

very high
importance
1
very low
importance
2
3
4
5

6
Access specific applications available only
with a mobile device
3,2
1,4
Communicate more efficiently and effectively
3,1
1,2
Enjoy lower prices and and cost savings
3,6
1,3
Get personalized information and services
2,5
1,1
Have fun and entertainment
1,9
1,1

Key results:
average
 standard deviation
n=14
Entertaining oneself and having fun are also highly valued characteristics of
mobile commerce.
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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Customers‘ view on M-Commerce Pricing Models
Question 4: Evaluate which of the following
M-Commerce pricing models consumers
prefer and to what extent.

very high
preference
1
very low
preference
2
3
4
5

6
Flat rate
1,4
0,7
Usage charges by duration of usage
3,7
1,6
Usage charges by data volume
3,2
1,8
Free service that includes ads
3,2
1,7

Key results:
average
 standard deviation
n=14
The only feasible pricing model seems to be offering a flat-rate access to
M-Commerce products and services.
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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Customers‘ view on M-Commerce Advertising Models
Question 5: In the context of M-Commerce,
what forms of advertising do you believe will
be accepted by customers and to what
extent?

very high
acceptance
1
very low
acceptance
2
3
4
5

6
Location-based advertising
3,1
1,4
Ads in exchange for discount pricing
3,1
1,0
Only information they request
2,4
1,0

Key results:
average
 standard deviation
n=14
The overall acceptance of advertising in the wireless environment is expected
to be limited. Advertising on request seems to be slightly more attractive.
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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Competitiveness of German M-Commerce Companies
Question 6: Compare German M-Commerce
companies with international competitors,
with respect to the following aspects.

much
better
++

much
worse
+
o
-
--
Offering innovative products
2,8
1,2
Delivering high value to customers
3,4
1,2
Technological advantage
3,0
1,3
Highly qualified personnel
2,6
0,7
Global market position
3,1
0,9
Customer orientation
3,1
0,8

Key results:
average
 standard deviation
n=14
German M-Commerce companies seem to be ready to face global competition.
Only regarding the delivered value to customers they lack slightly behind.
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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Expected Future M-Commerce revenues in B2C and B2B Markets
Question 7:
Based on the current level, outline how you believe M-Commerce turnover in the B2C and
B2B areas will develop over the coming years.
M-Commerce Revenues
(in %)
B2C
B2B
750
650
550
450
350
250
150
Index 2000
50
2000
2001
2002
2003
2004
2005
n=12
Key-results:
B2C as well as B2B revenues are expected to grow at comparable rates in the
coming years. Growth rates seem to be a bit more „down to earth“ compared
to estimates several months ago.
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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Share of E- and M-Commerce Revenues in Companies‘ Total Revenues (I)
Question 8:
Estimate the shares of total turnover that E-Commerce and M-Commerce transactions will
take over from B2C and B2B companies in the years 2003 and 2005.
Old economy companies
B2C
B2B
24%
19%
19%
19%
12%
9%
5%
3%
E-Commerce E-Commerce M-Commerce M-Commerce
2003
2005
2003
2005
Key-results:
E-Commerce E-Commerce M-Commerce M-Commerce
2003
2005
2003
2005
n=10
Overall, E-Commerce revenues seem to stabilize at around 20% of total
revenues in 2003, whereas M-Commerce revenues are expected to
significantly incline until 2005.
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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Share of E- and M-Commerce Revenues in Companies‘ Total Revenues (II)
Question 9:
Estimate the shares of total turnover that E-Commerce and M-Commerce transactions will
take over from B2C and B2B companies in the years 2003 and 2005.
New economy companies
B2C
62%
B2B
62%
61%
68%
31%
30%
21%
18%
E-Commerce E-Commerce M-Commerce M-Commerce
2003
2005
2003
2005
Key-results:
E-Commerce E-Commerce M-Commerce M-Commerce
2003
2005
2003
2005
n=10
In the „new“ economy, E-Commerce and M-Commerce revenues are
expected to reach significantly higher shares in companies‘ total revenues.
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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Potential M-Commerce Killer Applications
Question 14:
What products / services do you believe could develop into so-called
„killer application“?
Killer applications (in descending order of importance)
•
Entertainment
•
Location based services
•
SMS / unified messaging
•
Email
•
Financial products / brokerage
•
Games
•
Travel services
•
Transactions
•
Internet access
Key-results:
It seems to hold true that applications covering needs in the entertainment,
communication and individualized information area could become highly
successful.
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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IV.
Next steps
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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Future Research Design
Customer
Focus
Identification of customers‘ needs and wants in the wireless world as
prerequisite for developing successful M-Commerce products and services.
Research
Unidentified
Existing
products / services products / services
Early Adopters
Analysis of usage beahvior:
- which services do they use
- what are they willing to pay
- etc.
in cooperation with corporate
partners (IMS, 12snap, Lufthansa...)
Late Adopters
Analysis why they do not buy
M-Commerce products / services:
- what are usage barriers
- how attractive are offered services
- etc.
in focus group interviews
Identification of means-end-chains: Identification of means-end-chains:
- what are the underlying
- what are the underlying
reasons for going wireless
reasons for going wireless
- what are general values
- what are general values
and motives
and motives
© Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, Handelshochschule Leipzig
350-07 Hongkong 8.4.01
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