Mobile Commerce Ventures in Stockholm : An analysis into the latest channel taking the retail industry by storm

Abstract: The mobile channel is becoming increasingly relevant within the retail industry and with that, new mobile technologies are being developed and adopted. Past research examines consumer adoption of new technology but rarely analyzes the business component, specifically those businesses developing  these new technologies. This research  seeks to complement past research by investigating mobile commerce ventures. Through a series of semi-structured Interviews with investors, retail experts, and mobile commerce startups, the research collects qualitative data that contributes to a better understanding of the Swedish mobile commerce market and an analysis on mobile commerce startup success factors. The research suggests differences  in consumer and business adoption of technology.  While  consumers adopt technology according to the TAM model, based on enjoyment, usefulness and ease of use, businesses focus on competition, consumer satisfaction and sales. The results suggest that businesses should invest in and develop new retail technologies that fulfill the TAM model  in order to succeed. This research has practical implications for  mobile commerce companies  hoping to succeed and retailers looking to invest in mobile commerce solutions