Mobile commerce and electronic commerce in Thailand: a value space analysis

Mobile commerce, a subset of e-commerce, conducted through mobile devices using wireless telecommunications network is poised to change the market place globally. According to Jupiter Research, Mobile commerce (m-commerce) industry is expected to be 22 billion USD globally. In Thailand, users seem to believe that general content such as news, weather and sports should be low-cost or free. However, innovative pricing schemes and services are expected to attract more users. Thus, the understanding of the value space between e-commerce and m-commerce is becoming important, so innovative services can be targeted to attract more users towards m-commerce. In this paper, the authors have attempted to identify and understand the adoption issues and value space between e-commerce and m-commerce in Thailand, by primarily surveying students from a private university in Bangkok. In this study, we have been able to identify that "ubiquity" or "everywhere available" value drives the adoption and usage of mobile device as theorised in earlier research.