Adoption of M-Commerce in French and Indian markets

Abstract

The objective and scope of the project is to analyze the adoption of mobile commerce industry in French and Indian markets and study two successful m-commerce companies from each market in detail. This will help us understand the market forces, key challenges, growth drivers, trends, etc. and finally, arrive at key success factors of the industry for each market for cross cultural learning. The first step of our study was to analyze deeply the current French and Indian m-commerce market and to understand the overall country factors. The goal was to answer the following questions: ? What is the size of both markets? What is the growth rate? ? Where is the m-commerce in its life cycle? Introduction? Growing? Mature? ? What drives the m-commerce market? Price? Technology? ? Who are the main players? Then we identified total four companies - two in India and two in France, which represent the future of mcommerce in India and in France. In order to analyze identifiedcompanies, interviews were conducted in order to get the maximum relevant data and other insights from management. The primary focus of these interviews was to understand the business model of these companies. How are they generating cash? What are the main expenses? How are they attracting new customers? What is the trend of the sales? It was also very important for us to understand what makes the product/service delivered by the company unique for the customer in m-commerce industry. We will also try to identify the main external threats , regulatory issues, competitors based concerns and long term strategies for these companies. To finalize our study, we will highlight the critical differences between India and French m-commerce market. We will come up with our “ideal” company which combines the main advantages of the companies studied. We will also give our point of view how the French and India m-commerce market will evolve in the future. We started our project by first of all understanding what actually M-commerce means, how it is different from Ecommerce and which devices fall under the scope of m-commerce.