Unit7（课件）-《电子商务英语》同步教学（大连理工大学出版社）

Learning Objectives Upon completion of this chapter, you will be able to: ● know the drivers of mobile commerce; ● understand the definition of mobile commerce; ● describe applications of mobile commerce to finance; marketing, and customer service; ● describe information service provided by mobile commerce. Unit 7 Mobile Commerce Passage A 　　The increasing adoption of e-commerce has provided a strong foundation for mobile commerce. The rapid growth of mobile commerce is being driven by a number of positive factors, including the demand for applications from an increasingly mobile consumer base; the rapid adoption of e-commerce, thanks to the resolution of security issues; and technological advances that have given wireless handheld devices advanced capabilities and substantial computing power. Passage A The Definition of Mobile Commerce 7.1 　　Mobile commerce, also known as m-commerce or mcommerce, is the ability to conduct commerce using a mobile device, such as a Personal Digital Assistant (PDA), a smartphone, or other emerging mobile equipment such as a dashboard mobile device. Mobile commerce has been defined as follows: 　　“Mobile commerce is any transaction, involving the transfer of ownerships or rights to use goods and services, which is initiated and/or completed by using mobile access to computer-mediated networks with the help of an electronic device.” 　　Since the launch of iPhone, mobile commerce has moved away from SMS systems and into actual applications. SMS has significant security vulnerabilities and congestion problems, even though it is widely available and accessible. In addition, improvements in the capabilities of modern mobile devices make it prudent to place more of the resource burden on the mobile device. Passage A 　　More recently, brick and mortar business owners, and big-box retailers in particular, have made an effort to take advantage of mobile commerce by utilizing a number of mobile capabilities such as location-based services,