Abstract:

It has been commonly acknowledged that the mobile phone and gadget market has reached saturation level and operators heavily invested in providing GPRS/3G network services. Service operators, exemplified by 3, the UK's 3G-service provider, failed to achieve wide scale penetration of services. A number of application development platforms suitable for mobile phone architectures have emerged particularly J2ME, Symbian and BREW with much motivation for the creation of a wide range of mobile business and entertainment applications. However, the question of whether or not there has been enough dedication or emphasis to societal and overall user aspirations and considerations remains unanswered. This paper aims at investigating and promoting the strategic importance of the user attribute of mobile business services. It will also look at what social considerations are necessary for improving the adoption rates of m - business services by individuals and groups as well as the relation between these services and users' lifestyles, fashions and etiquettes. It would finally discuss the importance of reflecting social considerations onto business models related to domains like educational support.