OUR PRIMARY motivation bas b a desire to reduce consumer reluctance in adopting m-commerce. We quickly realized one inbibitor id the intimidating exiting m-commerce interface developed on the foundation of e-commerce designd analyzing m-commerce interfaces[10]. According to tion fragmented over separate pages(%C ey con- design elements of the customer interface (7Cs) provided containing a brief summary with key con- he 7Cs, a customer interface in e-commerce is com Content focuses on what a site presents, compris- osed of: context, content, community, customiza- ing the offering, appeal, multimedia mix, and con- tion,communication, connection, and commerce tent type [10]. The mix of product information (see the table here). In the design of the 7Cs, pre-(offering mix) or promotional messages(appeal mix) scriptions for each element need to be considered can be adapted according to consumers' purchase ithin the environment brought about by the mobile environment by virtue of context-aware applica setting that increases the user's cognitive burden and tions. The proximate selection method makes the the mobile device constraints that demand careful nearby located-objects emphasized or easier to deliberation on structuring the content appropriate choose [11]. Such located-objects include a non- to small screens. To do this, we describe what each physical service routinely accessed from particular element connotes in e-commerce, then, how it locations(such as bank accounts)or the set of places should be adapted to accommodate the characteris- users want to know about(gas stations or restau- rants,for example)[11. Multimedia mix is recom- Context captures how Web sites are developed, mended to overcome limitations due to the lack of onsisting of functionality and aesthetics [10]. Given output screens. By converting some part of content the mobile setting, the linking structure that con- into audio format, the output space can be saved [7] nects pages seamlessly but efficiently should be pro- Non-speech sound is also advised, given its lan- vided, so that even distracted consumers can easily guage-independent and fast nature [1] navigate through the material. Structuring a menu Community concerns interaction between users in a shallow(fewer levels but more choices per level) including interactive and non-interactive communi- rather than a deep hierarchy (more levels but fewer cation. Shared information regarding mobile setting choices per level) is recommended because a deep enhances interactive communication between users hierarchy increases the cognitive burden by forcing they can connect to other users who reside nearby, or more choices over more levels [6]. Another alterna- to those who have useful knowledge about products re is adopting a layered sequential selection process Since consumers sometimes feel more satisfied when employing sub-menus linked to the tasks users are shopping with friends, interactive communication most likely to proceed to. This differs from a field enabling opinion exchange about products is benefi- selection process requiring users to return to the cial. Such capability can be realized with informa main menu to move on to the next process [9. tion exchange methods available on a small screen Insufficient display space requires partitioning infor- (for example, Short Messaging Service (SMS)or mation into separate pages, thus making the issue of graphics describing products transferred through ection breakdown important. Users must scroll up user's contact list and down more often to read the separate pages and Customization refers to a sites ability to tailor the resulting increase in their navigation activity sig- itself (tailoring) or to be tailored by users(personal nificantly lowers their performance [3]. If a page is ization)[10]. Information on a user's mobile setting COMMUNICATIONS OF THE ACM December 2003/Vol 46. No 12 5Idesign elements of the customer interface (7Cs) because they provide a comprehensive framework for analyzing m-commerce interfaces [10]. According to the 7Cs, a customer interface in e-commerce is com￾posed of: context, content, community, customiza￾tion, communication, connection, and commerce (see the table here). In the design of the 7Cs, pre￾scriptions for each element need to be considered within the environment brought about by the mobile setting that increases the user’s cognitive burden and the mobile device constraints that demand careful deliberation on structuring the content appropriate to small screens. To do this, we describe what each element connotes in e-commerce, then, how it should be adapted to accommodate the characteris￾tics of m-commerce. Context captures how Web sites are developed, consisting of functionality and aesthetics [10]. Given the mobile setting, the linking structure that con￾nects pages seamlessly but efficiently should be pro￾vided, so that even distracted consumers can easily navigate through the material. Structuring a menu in a shallow (fewer levels but more choices per level) rather than a deep hierarchy (more levels but fewer choices per level) is recommended because a deep hierarchy increases the cognitive burden by forcing more choices over more levels [6]. Another alterna￾tive is adopting a layered sequential selection process employing sub-menus linked to the tasks users are most likely to proceed to. This differs from a field selection process requiring users to return to the main menu to move on to the next process [9]. Insufficient display space requires partitioning infor￾mation into separate pages, thus making the issue of section breakdown important. Users must scroll up and down more often to read the separate pages and the resulting increase in their navigation activity sig￾nificantly lowers their performance [3]. If a page is provided containing a brief summary with key con￾tent, users can better understand a body of informa￾tion fragmented over separate pages [2]. Content focuses on what a site presents, compris￾ing the offering, appeal, multimedia mix, and con￾tent type [10]. The mix of product information (offering mix) or promotional messages (appeal mix) can be adapted according to consumers’ purchase environment by virtue of context-aware applica￾tions. The proximate selection method makes the nearby located-objects emphasized or easier to choose [11]. Such located-objects include a non￾physical service routinely accessed from particular locations (such as bank accounts) or the set of places users want to know about (gas stations or restau￾rants, for example) [11]. Multimedia mix is recom￾mended to overcome limitations due to the lack of output screens. By converting some part of content into audio format, the output space can be saved [7]. Non-speech sound is also advised, given its lan￾guage-independent and fast nature [1]. Community concerns interaction between users, including interactive and non-interactive communi￾cation. Shared information regarding mobile setting enhances interactive communication between users: they can connect to other users who reside nearby, or to those who have useful knowledge about products. Since consumers sometimes feel more satisfied when shopping with friends, interactive communication enabling opinion exchange about products is benefi￾cial. Such capability can be realized with informa￾tion exchange methods available on a small screen (for example, Short Messaging Service (SMS) or graphics describing products transferred through a user’s contact list). Customization refers to a site’s ability to tailor itself (tailoring) or to be tailored by users (personal￾ization) [10]. Information on a user’s mobile setting COMMUNICATIONS OF THE ACM December 2003/Vol. 46, No. 12 51 OUR PRIMARY motivation has been a desire to reduce consumer reluctance in adopting m-commerce. We quickly realized one inhibitor is the intimidating existing m-commerce interface developed on the foundation of e-commerce designs