V Feldmann Originally, the concept of mobility was rooted in the area of transpo it has been transferred to communications networks mobile commu quers constraints of location and geography and allows ubiquitous New time management capabilities emerge with real-time pushed and pulled voice and data communications that quicken the pace of both business and per- sonal life in business-to-business and business-to-consumer markets. The mobile Internet's access device also differs from the fixed desktop computer that accesses he Internet. The mobile phone is far more personal than a PC and is likely to be used by only one single person. Personalization of processes and services in the mobile Internet based on the depicted characteristics may be among the most rel- evant sources of competitive advantages in strategic mobile Internet management. A characteristic of the mobile Internet is its hybrid structure, which combines the virtual and the real world in a unique way. This hybridisation differs from the vir- tual worlds of the Internet. Movement and mobility in the physical offline world and surfing in virtual online world o longer exclusive. Instead, they can now be combined. This hybridization of on-and offline media environments as well as of voice and data communications has fostered ideas and expectations for the mobile phone as a transaction device. Integrating the on- and offline experience without shifting the channel becomes possible when interactive rich media appli cations of the Internet which have already been implemented in e-commerce, are augmented through their use in nomadic environments 12 and the option to link mobile data transaction offers to call centers Another interesting process of hybridization will take place in navigation, which nay also use the voice to browse mobile Internet offers. Voice-activated service are being developed to adapt mobile Internet usage to the specific usao S context 13. When a person is moving, e. g, walking down a street, voice navigation as a background activity will be the only possible navigation mode that will nable the user to keep on moving and still be able to concentrate on the street as ground activity. While it has been argued that the Internet serves mainly as a tool to gather infor- mation on a product that will later be bought in bricks-and-mortar stores, the mobile Internet can reverse this relationship. a customer can gather information in a store and, if there are price, quality or service advantages, purchase the good in the virtual world via the mobile device. Whereas the Internet reduces the impor- tance of location since virtual markets are not bound to it. the mobile internet emphasizes the importance of location Various capabilities and functions are integrated into mobile communications ser- vices. One can distinguish communications, real-time content, storage content and transaction services. the most obvious function is communications. Voice ser- vices and complementary data communication services such as Short Message Ser- 12 For a definition of nomadic environments see SaubneyScbmandt (1999). 13 See werbach(2000b) sbr54(4/2002)Originally, the concept of mobility was rooted in the area of transportation. Now, it has been transferred to communications networks. Mobile communications con￾quers constraints of location and geography and allows ubiquitous availability11. New time management capabilities emerge with real-time pushed and pulled voice and data communications that quicken the pace of both business and per￾sonal life in business-to-business and business-to-consumer markets. The mobile Internet’s access device also differs from the fixed desktop computer that accesses the Internet. The mobile phone is far more personal than a PC and is likely to be used by only one single person. Personalization of processes and services in the mobile Internet based on the depicted characteristics may be among the most rel￾evant sources of competitive advantages in strategic mobile Internet management. A characteristic of the mobile Internet is its hybrid structure, which combines the virtual and the real world in a unique way. This hybridisation differs from the vir￾tual worlds of the Internet. Movement and mobility in the physical offline world and surfing in virtual online worlds are no longer exclusive. Instead, they can now be combined. This hybridization of on- and offline media environments as well as of voice and data communications has fostered ideas and expectations for the mobile phone as a transaction device. Integrating the on- and offline experience without shifting the channel becomes possible when interactive rich media appli￾cations of the Internet which have already been implemented in e-commerce, are augmented through their use in nomadic environments12 and the option to link mobile data transaction offers to call centers. Another interesting process of hybridization will take place in navigation, which may also use the voice to browse mobile Internet offers. Voice-activated services are being developed to adapt mobile Internet usage to the specific usage context 13. When a person is moving, e.g., walking down a street, voice navigation as a background activity will be the only possible navigation mode that will enable the user to keep on moving and still be able to concentrate on the street as foreground activity. While it has been argued that the Internet serves mainly as a tool to gather infor￾mation on a product that will later be bought in bricks-and-mortar stores, the mobile Internet can reverse this relationship. A customer can gather information in a store and, if there are price, quality or service advantages, purchase the good in the virtual world via the mobile device. Whereas the Internet reduces the impor￾tance of location, since virtual markets are not bound to it, the mobile Internet emphasizes the importance of location. Various capabilities and functions are integrated into mobile communications ser￾vices. One can distinguish communications, real-time content, storage content, and transaction services. The most obvious function is communications. Voice ser￾vices and complementary data communication services such as Short Message Ser￾V. Feldmann 354 sbr 54 (4/2002) 11 See Buderi (2001); Townsend (2000). 12 For a definition of nomadic environments see Sawhney/Schmandt (1999). 13 See Werbach (2000b)