Mobile internet vices(SMS)are the basic feature of cell phones and today also the main reason for usel4. This primary use has the potential to expand to using the cell phone as device to access the mobile internet. forecasts estimate that data communications will increase in importance for cell phones15. The success of SMS and related info services, the possibility to read e-mails, send Multimedia Messaging Services (MMS), and use instant messaging (IM), are raising high expectations on more advanced data services, especially in terms of generating revenues The real-time content in mobile devices is time sensitive published data. Examples are stock quotes, weather reports, or traffic information. This data can be provided by media companies like Reuters, the Financial or The Weather Channel content aggregators like Yahoo; or other wireless portals as well as municipal authorities. Storage content comprises databases such as the "Yellow-Book"phone directory or restaurant guides. This content can also be provided by publishers such as lifestyle magazines, as well as established institutions and brands like the Yellow Pages or the Zagat restaurant guides Transactions represent an area that raises as many hopes as it raises doubts Mobile electronic commerce can develop the cell phone from a communications into a transaction device. However, the adoption of m-commerce transactions is still very low. The limited size of the display, e. g, determines the amount of pro- duct information. However, when the device can support convenient use, includ ing one-click m-commerce applications as well as secure and trusted billing sys- ms, adoption rates may be higher. Identification of the user is one clear advan- tage of cell phones over other mobile devices as well as traditional e-commerce Yet, before m-commerce can play a significant role in e-commerce, telecoms need o implement secure identification processes and a standardized micropayment system. A central success factor for m-commerce will be its context specificity Connecting e-commerce offers to the described enhanced dimensions of time and space and embedding it in context-aware services will be crucial for building and sustaining competitive advantages in m-commerce Taking into account the discussed distinctive features of the mobile Internet as ell as thinking in terms of immediate, fast access to information, customers will have little acceptance and a short attention span when they are surfing the mobile Internet. They will instead rely on information they can find quickly and in trusted brands with which they already have a customer relationship. This potential con sumer behavior suggests that the mobile Internet could enhance the importance of brands and of customer relationship management. 2.2 UNCERTAINTIES BETWEEN TECHNOLOGY PUSH AND MARKET PULL Mobile Internet access does not improve the mobility of its users-(since this is a question of transportation), but information and communications infrastructure 14 Voice over IP is a possibility for future voice communications via these handheld devices. One rea son, why this might not become too successful is the unstable connection and inconveniences of 15 See Durlacher Research(2001), p. 13; Boston Consulting Group(2000), P. 12. sbr54(42002) 355vices (SMS) are the basic feature of cell phones and today also the main reason for use14. This primary use has the potential to expand to using the cell phone as device to access the mobile Internet. Forecasts estimate that data communications will increase in importance for cell phones15. The success of SMS and related info services, the possibility to read e-mails, send Multimedia Messaging Services (MMS), and use instant messaging (IM), are raising high expectations on more advanced data services, especially in terms of generating revenues. The real-time content in mobile devices is time sensitive published data. Examples are stock quotes, weather reports, or traffic information. This data can be provided by media companies like Reuters, the Financial Times, or The Weather Channel; content aggregators like Yahoo; or other wireless portals as well as municipal authorities. Storage content comprises databases such as the “Yellow-Book” phone directory or restaurant guides. This content can also be provided by publishers such as lifestyle magazines, as well as established institutions and brands like the Yellow Pages or the Zagat restaurant guides. Transactions represent an area that raises as many hopes as it raises doubts. Mobile electronic commerce can develop the cell phone from a communications into a transaction device. However, the adoption of m-commerce transactions is still very low. The limited size of the display, e.g., determines the amount of pro￾duct information. However, when the device can support convenient use, includ￾ing one-click m-commerce applications as well as secure and trusted billing sys￾tems, adoption rates may be higher. Identification of the user is one clear advan￾tage of cell phones over other mobile devices as well as traditional e-commerce. Yet, before m-commerce can play a significant role in e-commerce, telecoms need to implement secure identification processes and a standardized micropayment system. A central success factor for m-commerce will be its context specificity. Connecting e-commerce offers to the described enhanced dimensions of time and space and embedding it in context-aware services will be crucial for building and sustaining competitive advantages in m-commerce. Taking into account the discussed distinctive features of the mobile Internet as well as thinking in terms of immediate, fast access to information, customers will have little acceptance and a short attention span when they are surfing the mobile Internet. They will instead rely on information they can find quickly and in trusted brands with which they already have a customer relationship. This potential con￾sumer behavior suggests that the mobile Internet could enhance the importance of brands and of customer relationship management. 2.2 UNCERTAINTIES BETWEEN TECHNOLOGY PUSH AND MARKET PULL Mobile Internet access does not improve the mobility of its users – (since this is a question of transportation), but information and communications infrastructure Mobile Internet sbr 54 (4/2002) 355 14 Voice over IP is a possibility for future voice communications via these handheld devices. One rea￾son, why this might not become too successful is the unstable connection and inconveniences of IP telephony. 15 See Durlacher Research (2001), p. 13; Boston Consulting Group (2000), p. 12