M-commerce is currently being heavily taken advantage of by businesses all across the globe. It has created a whole new level of marketing and business opportunity which is flourishing and growing with popularity. Entertainment is a very conventional use of the m-commerce system; therefore companies such as Google and Apple have been keeping up with and using the market to its fullest potential. With the emergence of mobile banking and other such features, even insurance companies have started taking advantage of the new system.
Apple is in the process of introducing mobile advertising in order to sell their products faster and more efficiently. With the growing popularity of the iPhone, it only makes sense that Apple would try to advertise to a broader audience using M-commerce in order to entice customers into buying their product. However, some argue that this recent jump on mobile advertising is a bad move for Apple. “Advertising doesn't really work in this environment, he said. "It's a jarring intrusion that poisons the experience. And it's too easy for consumers to ignore.” (Morphy, 2010) Since this is such a recent update, all we can do it wait and see if Apple’s market truly profits from taking advantage of mobile advertising.
At the beginning of the advancement of M-commerce, there was a lot of buzz over how it was going to change the way businesses ran in the future. "Wireless is going to be so pervasive that it is going to be a way people will be contacting us and the way they wish to be contacted as well," is a quote from William D. Friel, the chief information officer of Prudential Insurance Company of America back in 2001. (Ostermiller, 2001) The assets which make M-commerce so valuable are the reasons why all of these companies sought to be a significant part of the market while they could, by offering wireless features to their services in order to bring in more customers.
