Paper Keywords: mobile e-commerce development countermeasures

This paper briefly introduces the problems existing in the mobile e-commerce market and the suggestions and countermeasures for developing the mobile e-commerce.

Introduction to 0

Mobile commerce refers to the e-commerce system formed by the combination of mobile communication equipment such as mobile phones, pagers, palmtop computers and notebook computers with wireless Internet access technology. Compared with traditional e-commerce, mobile e-commerce can really let anyone get the information and services of the whole network at any time and any place. Mobile e-commerce has become a new direction of e-commerce development with its advantages of flexibility, simplicity and convenience. However, there are still some problems in China's mobile e-commerce, such as security, the shortage and quality of wireless channel resources, and the design of mobile terminals. To promote the rapid development of mobile e-commerce, we must take measures such as improving the design of mobile terminals, perfecting the payment and security authentication system, expanding the application scope and enriching the service content.

1 Problems in the current mobile e-commerce market

1. 1 security issues sensitive issues such as user authentication, security and privacy protection have not been completely standardized and legalized at present, and security issues should be considered first and always guaranteed. The unique threat of mobile devices is that they are easy to be lost and stolen. Losing means that others will see important data such as telephones and digital certificates, and people who get wireless devices can make mobile payments and access internal networks and file systems. As an open channel, wireless communication network brings freedom and flexibility to wireless users, but it also brings many unsafe factors, such as the threat of easy eavesdropping of communication content, the threat of network roaming, the attack on wireless communication standards, the theft of users' legal identity, the threat of data integrity, the easy forgery of the identities of both parties and the tampering of communication content.

1.2 shortage of wireless channel resources and quality problems We know that in the case of 802. 1 1b/g, the available channels will overlap and stagger in frequency, resulting in only three non-overlapping channels in the service area covered by the network. In this way, users in this service area can only enjoy the data bandwidth of these three channels. These three channels will also be interfered by other RF signal sources, because the 802.6438+0 1B/G WLAN standard adopts the most commonly used 2.4 GHz RF band. This frequency band is also used in various applications, such as Bluetooth wireless connection, mobile phones and even microwave ovens. The interference generated by these applications in this frequency band may further limit the available bandwidth of WLAN users.

1.3 design of mobile terminal at present, domestic mobile devices are limited in memory, total storage capacity, screen size, battery (for wireless transmission) and so on, and they also need to support a wide variety of devices. In addition, the small display screen and inconvenient and complicated data input methods are still important obstacles to the ease of use and function of the mobile Internet.

1.4 customer orientation. Business problems at present, mobile e-commerce is mostly used for services with relatively frequent transactions and low prices (such as paying telephone bills and utilities). ), and the mobile phone services developed by various institutions are basically the same. Usually, due to the single service content, this service is only a supplement to many payment methods at present. Especially now, most mobile phone users are not used to or do not recognize any mobile e-commerce, so it is relatively difficult to implement mobile payment on a large scale.

1.5 Lack of content According to the survey of relevant research institutions, most mobile business users are most dissatisfied with the content service, because users often spend money but can't find the valuable information they really need. This advanced way only obtains news, weather forecast and shopping information, which is difficult to attract users. Judging from the content of WAP website, the content it provides can be obtained free of charge through other channels. Higher cost also affects the development speed of mobile e-commerce; According to the survey of relevant research institutions, 87% of users are concerned about the cost of surfing the Internet by mobile phone, and 69% of users are concerned about the richness of network content.

1.6 user concept problem, tariff problem At present, the popularity of China's mobile e-commerce market is insufficient, and the awareness of domestic consumers and enterprises on mobile commerce is still relatively low. I don't know what benefits they can get through mobile e-commerce. Enterprises are too cautious in adopting mobile e-commerce, and users dare not "rashly" try. There is an obvious contradiction between the enthusiasm of participants and the generally optimistic mobile e-commerce market. At present, when using mobile phones to carry out business, it is a very important way to transmit business information through SMS, and the transaction cost is relatively low. But some business types (such as shopping) can't be realized by SMS. If the voice mode is adopted, the call cost will be generated, which will lead to an increase in transaction cost. In this case, users spend more money using mobile payment methods than traditional payment methods.

2 Suggestions and countermeasures for the development of mobile e-commerce

2. 1 Developing a portable and efficient security protocol Compared with the traditional e-commerce model, the security of mobile e-commerce is weaker. Therefore, it is an urgent problem to protect users' legitimate information from infringement. How to protect users' legal information (account number, password, etc.). Freedom from infringement is an urgent problem to be solved. In addition, at present, China should also solve the security problems such as electronic payment system and commodity distribution system. In order to solve this problem, we can adopt the traditional security measures of e-commerce and use common encryption technologies, such as private key encryption technology, public key encryption technology, digital envelope technology and digital signature technology.

2.2 improve the quality of wireless channel resources. Service providers should optimize the use of network bandwidth and increase network capacity to provide more reliable services. With the combination of mobile phone and Internet, wireless Internet access has become a new development trend. According to IDC's latest research, global wireless Internet users exceed wired Internet users. With the development of 3G and Internet, mobile terminals can communicate with a bandwidth of up to 2Mbps, providing high-quality services for mobile e-commerce. Accelerate the popularization and promotion of 3G, and gradually reduce the cost of mobile phone calls and Internet access.

2.3 Improve the equipment of mobile terminals In order to attract more people to participate in mobile e-commerce activities, it is necessary to provide convenient and reliable mobile equipment. After wireless devices adopt WAP, only a small amount of cost increase is allowed. In terms of mobile terminal design, in order to attract more people to participate in mobile e-commerce, enterprises should improve the design of existing mobile terminals, develop multifunctional mobile devices and adopt WAP wireless devices that are easy to operate, so as to provide convenient and fast mobile e-commerce services.

2.4 Expand the application scope of mobile e-commerce. The development of mobile e-commerce will benefit ordinary consumers in booking tickets, paying fees, stock trading and financial processing. The application scope of mobile commerce should also include airport self-service ticket checking, entertainment venue tickets, transportation payment and so on. Users can check the balance on the mobile phone, transfer money through the bank and recharge through the mobile network.

2.5 Enriching the service content of mobile e-commerce As a further expansion and function improvement of traditional e-commerce, mobile e-commerce should also be richer in content, such as providing users with multimedia, consulting, advertising, shopping, quiz, news and other services. With the increasing demand for mobile phone services, the service content will be diversified from ringing games, search and navigation, mobile phone reading and so on. At the same time, the content of these services should be enriched to avoid the situation that users can't get the information they need when they pay. This requires strengthening the cooperation between telecom operators and content providers, and even the most popular websites can allow these content providers to advertise offline on their homepages.

References:

[1] Liu Yang. Mobile commerce-modern business model [J]. Telecommunication Engineering Technology and Standardization, 2003, (06): 60-62.

[2] Shen Xiaofeng. Analysis and research on mobile e-commerce market [D]. Shanghai Jiaotong University, 200 1: 1-25.

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