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August 2016

Where is M-Commerce headed? An India Perspective

By Manisha Deva, Partner and D. Meher, Associate

John Phillips, the SVP of Customer Supply Chain & Logistics for Pepsico Inc., rightly said, “We will continue to see a convergence of the digital and physical world. Those who conquer that trend will be market leaders” about the fast-evolving, highly digitalized market today. The shift of consumer behavior from physical retail shopping to online shopping led to the emergence of electronic commerce, or e-commerce. The explosion of smartphones has given rise to a number of ways in which a consumer can purchase goods and services online. Mobile commerce, or m-commerce, a term coined in 1997 by Kevin Duffey, the then-Group Telecoms Director at Logica, refersto sales transactions through wireless handheld devices, including smartphones and handheld computers.
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