M-Commerce 7c E-Commerce ile Device Con To su mers' limited Focal Point in a shallow rather than whole yered sequential process rather than process Focal Point edia mix to utilize both visual and audio Text, audio, pictures and video that sites co Interface (a) Offering mix(the mix of product/service roximate selection method that mak version of visual information to ix(the(aas stations, bank accounts) nityFocal Point User-to-user communication nection to shopping companions who are nterests un com phone bong products transferred CustomizationFocal Point he site's ability to tailor itself or to be tailored -Tailoring enhanced by information on users.Filtering contains only hr (a) Personalization Proximate selection method that emphasizes - Personalized service based on known user profile plementation personalized email account).(b)tailoring(based i personal interests bnsumer's environme text typing with awkward input Broadcast(one-way information exchange).- Targeted advertising suitable at the feedback in multiple-answer Connection Focal Point linkages between bability of feeling lost given daptive map that shows the information he icon that gives a link to the starting page with Focal Point shopping tool that suppart sales of good demanding Shopping cart security, order tracking and Insertion of authentication into mobile -One-click checkout process made available by Implementationdelivery options storing a consumer's address, payment method, ery opt low bandwidth, and awkward input/output devices Mobile device con- (mobile device constraints straints are a function of elements of the m-commer customer interface The mobile setting comprises three aspects: spa- the mobile setting. Small lity, temporality, and contextuality [4]. Spatiality enough to be portable, mobile devices employ fewer encompasses the mobility of both users and devices resources than desktop computers [2]. As mobile y referring to the ability of consumers to roam any- technology improves, the features of mobile devices where while carrying their mobile devices. Tempo- will become equivalent to those of desktop comput rality means mobile users can access the Internet ers, except for the screen size. Some mobile devices, instantly, even while engaged in a peripheral task. such as the Nokia 9290 communicator, have larger Contextuality is concerned with the milieu in which screens, but even these remain much smaller than the users conduct their mobile tasks, such as the degree smallest desktop display. Thus, the m-commerce of interaction with others. In order to provide task- interface should be developed to compensate for the relevant services, a context-aware application utilizes limited visual display of the devices. The mobile set information on consumers' mobile settings, includ- ting and device constraints suggest successful e-com- ing the user's location and the people and resources merce interface design does not necessarily tran hearby [11]. The fact that consumers shop in diverse to successful m-commerce design. It is therefore contexts requires special attention [9]. While imperative to improve the design elements of m- involved in a peripheral task(listening for a bus dri- commerce interfaces to foster consumer adoption ver to announce the next stop), the consumer's cog- nitive resources assigned to the mobile transaction Elements for Effective M-Commerce (purchasing a concert ticket) are limited. The multi- Interface Design tasking nature of consumer behavior requires To develop effective m-commerce interfaces, we need m-commerce interfaces designed to support users' a reference framework that informs us on how cus limited attention tomer interfaces are shaped. We chose the seven 50 December 2003/Vol 46, Ne. 12 COMMUNICATIONS OF THE ACM50 December 2003/Vol. 46, No. 12 COMMUNICATIONS OF THE ACM low bandwidth, and awkward input/output devices (mobile device constraints). The mobile setting comprises three aspects: spa￾tiality, temporality, and contextuality [4]. Spatiality encompasses the mobility of both users and devices by referring to the ability of consumers to roam any￾where while carrying their mobile devices. Tempo￾rality means mobile users can access the Internet instantly, even while engaged in a peripheral task. Contextuality is concerned with the milieu in which users conduct their mobile tasks, such as the degree of interaction with others. In order to provide task￾relevant services, a context-aware application utilizes information on consumers’ mobile settings, includ￾ing the user’s location and the people and resources nearby [11]. The fact that consumers shop in diverse contexts requires special attention [9]. While involved in a peripheral task (listening for a bus dri￾ver to announce the next stop), the consumer’s cog￾nitive resources assigned to the mobile transaction (purchasing a concert ticket) are limited. The multi￾tasking nature of consumer behavior requires m-commerce interfaces designed to support users’ limited attention. Mobile device con￾straints are a function of the mobile setting. Small enough to be portable, mobile devices employ fewer resources than desktop computers [2]. As mobile technology improves, the features of mobile devices will become equivalent to those of desktop comput￾ers, except for the screen size. Some mobile devices, such as the Nokia 9290 communicator, have larger screens, but even these remain much smaller than the smallest desktop display. Thus, the m-commerce interface should be developed to compensate for the limited visual display of the devices. The mobile set￾ting and device constraints suggest successful e-com￾merce interface design does not necessarily translate to successful m-commerce design. It is therefore imperative to improve the design elements of m￾commerce interfaces to foster consumer adoption. Elements for Effective M-Commerce Interface Design To develop effective m-commerce interfaces, we need a reference framework that informs us on how cus￾tomer interfaces are shaped. We chose the seven 7Cs Focal Point Interface Implementation Focal Point Interface Implementation Focal Point Interface Implementation Focal Point Interface Implementation Focal Point Interface Implementation Focal Point Interface Implementation Focal Point Interface Implementation Context Content Community Customization Communication Connection Commerce E-Commerce • How a Web site is delivered • Aesthetic and functional look and feel • Color and visual themes • Layout (linking structure, section breakdown, and navigation tools) • Performance dimensions (speed, reliability, and usability) • What a Web site presents to users • Text, audio, pictures and video that sites contain • (a) Offering mix (the mix of product/service information), (b) appeal mix (the mix of promotional messages), (c) multimedia mix (the choice of media), and (d) content type (the degree of time-sensitivity) • User-to-user communication • (a) Interactive (chat, instant messaging, message boards) and (b) non-interactive communication (public member pages) • The site’s ability to tailor itself or to be tailored by each user • (a) Personalization (log-in registration, personalized email account), (b) tailoring (based on past user behavior) • The dialogue between the sites and their users • (a) Broadcast (one-way information exchange), (b) interactive (two-way communication), and (c) hybrid (a combination of the two) • Formal linkages between sites • Outsourced content, percent of home site content, and pathways of connection • The shopping tools that support sales of goods • Shopping cart, security, order tracking and delivery options Mobile Setting To support consumers’ limited attention Mobile Device Constraints To complement the insufficient display of mobile devices • Linking structure that connects pages seamlessly but efficiently. • Menu structured in a shallow rather than a deep hierarchy • Layered sequential process rather than field selection process • The adaptive supply of product information and promotional messages to a user’s setting • Proximate selection method that makes nearby located-objects easier to choose (gas stations, bank accounts) • Interactive communication by connecting the people with similar needs • Connection to shopping companions who share interests in common • Tailoring enhanced by information on users’ mobile setting • Proximate selection method that emphasizes the object of interests, by combining a user’s mobile setting (location, time, and resource) with his or her personal interests • Broadcast messages relevant to a consumer’s environment • Targeted advertising suitable at the point-of-purchase • Pathways that present Web sites relevant to users’ changing environment • Adaptive map that shows the information about nearby stores • Secure payment method demanding minimal cognitive attention • Insertion of authentication into mobile phones M-Commerce • Section breakdown that organizes information in separate pages • Summary and keywords that give a whole picture of information separated over pages. • Multimedia mix to utilize both visual and audio channels • Conversion of visual information to audio format • Use of non-speech sound • To accelerate interactive information exchange despite inferior input/output devices • SMS, and graphics describing products, transferred through a user’s phone book • Filtering unnecessary information, so that a small screen contains only information that is highly useful • Personalized service based on known user profile (content and layout configuration without a need of log-in registration) • Alternative methods for interactive communication that overcome text typing with awkward input devices. • Customer feedback in multiple-answer or multimedia formats • To reduce the probability of feeling lost given pathways provided • The icon that gives a link to the starting page with one-click of ‘cancel’ button • Condensed checkout process • One-click checkout process made available by storing a consumer’s address, payment method, preferred delivery options The seven design elements of the m-commerce customer interface