Many organizations have been on the side of success with the proliferation of business mobility in the last few decades. This capability is attributed to the fast pacing technology concerning internet of things, involving the integration of cellular technology with the web which has experienced unprecedented widespread since 19th century (Wamba et al., 2017, pp.356-365). However, before an organization executes this initiative (m-business), it is imperative to meet various considerations. According to the needs of the business organization in the case study, this report’s primary objective is to evaluate the dilemma as to whether implementation of m-business would be a good initiative or not.
This report followed various methods aimed at engaging all the organization stakeholders (that were interested in or not absorbed with the implementation of the mobile business approach) as well as literary works. The methods utilized include primary and secondary sources. The primary sources were mainly interviews that involved the business organization stakeholders as well as the organizations that have adopted this particular method along with making observations and analyzing the progress of the company.
The secondary sources used in this article, however, were mainly surveyed articles from various reference management applications including Google scholar and Endnote as well as internet sources. Multiple articles were retrieved for this study, however, only sixteen articles that were coherent with the subject of the study were chosen for this particular analysis.
Various considerations were looked into during the study process such as the size of the company. It can be noted that the company is at the edge of its growth, as such, m-business would contribute considerable advantages to the company. Most of the organization’s consumers also come from within. Following this rationale, there is a need for the organization to implement m-business to expand its territory.
Beyond the aforementioned consideration, the company also considered the connectivity of the company with its current and prospective customers. Before the business adopted m-business, the organization merely knew its customers’ location and how well it has developed since it got started. As such, implementation of m-business offered immense advantages to the business since their consumers could easily reach out to the company and the organization could also note its demographics mainly on the areas where its products and services were being consumed along with the demand level for the products and services.
The need to consider the cost involved was another consideration for the business organization. As noted in the case study, the organization already had some capital that was enough to get it going with the entire process (mobile business). Notwithstanding, there was a need for the company to conduct research by consulting its major competitors that have adopted this form of business (Charles, Schmidheiny, and Watts, 2017, pp. 46-67). They also need to consider all the expenses involved in this particular undertaking including vehicles which the organization already have as well as hardware and software including the business personnel that will be involved in the marketing. As such, it can be seen that there is a need to employ a sales marketing team. However, this business form would lead to paramount benefits to the business including reaching out more closely to the organization’s customers and hence incline their revenue.
Implementing m-business has immensely advantaged the organization. In the first place, the capital used by the company to expand its territory is quite lower compared to the capital needed to construct a fixed business premise (Alkhunaizan, and Love, 2012, pp.82-99). Additionally, this business strategy will offer the organization an opportunity to expand both internally as well as externally. M-business will enable the organization to market itself both internally as well as globally, thus making people be more aware of the company’s presence. Most importantly, the organization will upgrade its brand in the world of technology and remind its consumers of its life as being the best brand in the market, thus attracting most of its prospective consumers.
A supreme advantage is that m-business is more efficient than the traditional way as it makes it easy for the organization to take its products to its customers (Tukker, and Tischner, 2017, pp. 22). This business form will enable the company to reach out to many of its current as well as prospective clients from different places across the globe at any time. This makes the customer be prepared to meet the sales personnel as well as new brands in the market and the significant improvements that have been made to the initially existing products.
However, like any other thing, the mobile business is also associated with a few drawbacks. One major limitation is that the company must require more finance along with its savings to initiate m-business. Moreover, the organization will incur a lot of expenses which will be used in various unfavorable means like paying the sales and marketing team, paying social media platforms as well as the expenses that will be incurred in keeping the pace of technology advancement and revolution. However, with the proper strategies in the organization, these shortcomings will be overcome by the company and increase its profitability.
The cost factor is a significant aspect to be considered in a business organization while initiating a strategy to increase its profitability. Funds will be used in various facets of expenses including hiring media platforms among other expenses. For instance, funds will need to be allocated to pay for the sales personnel and the social media platform. Additionally, the organization will incur more expenses in building some managerial offices, for example, the IT department and the advisory department which will advise the organization concerning the platform which is best for the company.
M-business strategy involves the massive application of the current technology. As mentioned earlier, mobile business involves the integration of cellular technology, it is suggestive that based on today’s (2018) trends in marketing, online technology has consumed most people to an extent that the use of journals and newspapers have become outdated forms of marketing. This drives us to the point of fact that many people will easily note the products marketed through online marketing platform than those that will depend on the published pieces (Chen, Chiang, and Storey, 2012, pp.1165-1188).
The platform refers to the dais that will be required to market the company’s product. The organization must be careful while selecting the best platform to market its products and services due to the fact that there are some platforms that have become obsolete as others barely have a considerable number of followers. As such, investing in an inappropriate platform may lead to severe consequences.
The key components refer to both software and hardware infrastructure that facilitate business mobility. These components include mobile and wireless technologies as well as devices such as UMTS, WAP, e-purses, Bluetooth, smartphones, personal computers, and operating system among others. These components sit at the heart of m-business. Implying that the mobility of business would not be there without these key components.
Success factors refer to the requirements an organization need to achieve its desired goals. Various factors were considered in the implementation of m-business in the organization. Some of which include multichannel marketing (Trkman, 2010, pp.125-134). Since m-business is a multichannel online form of marketing, over-dependent on one form of marketing can cause an adverse effect to a business organization.
The conversion rate is another significant factor that determines the success of an organization. This factor involves the percentage of visitors to an organization’s online platform. As such it is apparent that this factor is critical in defining a business success as observed in an organization’s progress after adopting m-business. Along with the mentioned factors, other success factors essential in m-business are customer retention, customer service and a well-defined business strategy (Olszak, and Ziemba, 2012, pp.129-150).
These refer to attributes of m-business that power an organization’s success. M-business is equipped with various enablers that will ensure the success of the business. The strategy has market adaptability feature. Organizations in many occasions seek ways of improving their agility to uplift their sales and a considerable amount of pieces surveyed for this article suggest that m-business can be a solution to this process (Madni, 2012, pp.95-107; Berman, Kesterson-Townes, Marshall, and Srivathsa, 2012, pp.27-35; Gai, 2014, pp.40-44).
Conclusion
In summary, this thesis has reported an evaluation for the question as to whether the business mobility would be an effective initiative for an organization or not. Based on the findings of the study, a conclusion can be derived that adoption of the strategy will be of great importance to the organization as the company will increase its sales. Various findings also suggest that the organization will also broaden its marketing territory from regional to global among the many benefits covered in the article. However, to achieve this, a strategic planning is a must since it will depend on the strategies used for implementing it, if the strategy is favorable then the business must increase its profitability. Otherwise, the organization might end up making a considerable loss (Walravens, 2012, pp.121-135). Nevertheless, implementing this strategy would be the most favorable as its advantages outweigh its disadvantages, thus I recommend it for the organization.
Based on this report, the I recommends that before the business organization take any initiative to implement m-business adoption, the organization should survey the demographic statistics and determine which location contain the majority of its consumers in order to be aware of the place to focus on in their business. This will help to reduce the implementation cost.
Reference list
Alkhunaizan, A., and Love, S., 2012, What drives mobile commerce? An empirical evaluation of the revised UTAUT model, International Journal of Management and Marketing Academy, 2(1), pp.82-99.
Bao, P., Pierce, J., Whittaker, S., and Zhai, S., 2011, August, Smart phone use by non-mobile business users, In Proceedings of the 13th international conference on human computer interaction with mobile devices and services, pp. 445-454, ACM.
Berman, S.J., Kesterson-Townes, L., Marshall, A., and Srivathsa, R., 2012. How cloud computing enables process and business model innovation. Strategy & Leadership, 40(4), pp.27-35.
Castronovo, C., and Huang, L., 2012, Social media in an alternative marketing communication model, Journal of Marketing Development and Competitiveness, 6(1), pp.117-134.
Charles Jr, O.H., Schmidheiny, S., and Watts, P., 2017, Walking the talk: The business case for sustainable development, Routledge, pp. 46-67.
Chen, H., Chiang, R.H., and Storey, V.C., 2012, Business intelligence and analytics: from big data to big impact, MIS quarterly, pp.1165-1188.
DiStaso, M.W., McCorkindale, T., and Wright, D.K., 2011, How public relations executives perceive and measure the impact of social media in their organizations, Public Relations Review, 37(3), pp.325-328.
Foss, N.J. and Saebi, T., 2017, Fifteen years of research on business model innovation: How far have we come, and where should we go? Journal of Management, 43(1), pp.200-227.
Gai, K., 2014, A review of leveraging private cloud computing in financial service institutions: Value propositions and current performances, International Journal of Computer Applications, 95(3), pp.40-44.
Liébana-Cabanillas, F., Muñoz-Leiva, F., and Sánchez-Fernández, J., 2018, A global approach to the analysis of user behavior in mobile payment systems in the new electronic environment. Service Business, 12(1), pp.25-64.
Madni, A.M., 2012, Adaptable platform?based engineering: Key enablers and outlook for the future, Systems Engineering, 15(1), pp.95-107.
Olszak, C.M., and Ziemba, E., 2012, Critical success factors for implementing business intelligence systems in small and medium enterprises on the example of upper Silesia, Poland, Interdisciplinary Journal of Information, Knowledge, and Management, 7(12), pp.129-150.
Trkman, P., 2010, The critical success factors of business process management. International journal of information management, 30(2), pp.125-134.
Tukker, A. and Tischner, U., eds., 2017, New business for old Europe: product-service development, competitiveness and sustainability, pp. 22, Routledge.
Walravens, N., 2012, Mobile business and the smart city: Developing a business model framework to include public design parameters for mobile city services, Journal of theoretical and applied electronic commerce research, 7(3), pp.121-135.
Zhang, L., Zhu, J., and Liu, Q., 2012. A meta-analysis of mobile commerce adoption and the moderating effect of culture, Computers in human behavior, 28(5), pp.1902-1911.
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