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

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-structuredInterviews 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 suggestsdifferences 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