M-commerce – Facts and Forecasts. A Comparative Analysis within a Triad Framework: India, Romania, and the United States


  • Alexandra ZBUCHEA National University of Political Studies and Public Administration http://orcid.org/0000-0002-5341-7622
  • Elena-Mădălina VĂTĂMĂNESCU Doctoral School in Economics and International Business Bucharest University of Economic Studies
  • Florina PÎNZARU National University of Political Studies and Public Administration


The present article aims to advance a comparative analysis among three countries - India, Romania and the United States - placing mobile devices, internet infrastructure and m-commerce at the core of the investigation. The scope of the study simultaneously covers the landscape and dynamics of m-commerce and of related objective indicators, bringing to the fore figures, facts and forecasts corroborated from the latest reports, statistics and articles. In this respect, it adds up to the extant literature by systematizing report outputs in a unitary comparative framework and by generating inputs for further research endeavours on the subjected factors associated with m-commerce evolution.

Author Biography

Alexandra ZBUCHEA, National University of Political Studies and Public Administration

Vice-Dean, Faculty of Management, National University of Political Studies and Public Administration (SNSPA)


Accenture (2016). Screenager. Multiplied Experiences. Real-time emotions. Retrieved from https://www.accenture.com/_acnmedia/Accenture/next-gen-2/technology/Accenture-Screenager-Interactive-Report.pdf#zoom=50.

Aker, J.C., and Mbiti, I.M. (2010). Mobile Phones and Economic Development in Africa, Working Paper 211, Center for Global Development. Retrieved from ttps://www.files.ethz.ch/isn/117279/wp211.pdf.

ANCOM (2015). Annual Report 2014. Retrieved from http://www.ancom.org.ro/en/uploads/links_files/Raport_Anual_2014_EN_FINAL.PDF.

ANCOM (2016). Annual Report 2015. Retrieved from http://www.ancom.org.ro/en/uploads/links_files/Raport_anual_2015_FINAL_en_machetat.pdf.

Arthur, C. (2014). Smartphone explosion in 2014 will see ownership in India pass the US. The Guardian, January 13. Retrieved from http://www.theguardian.com/technology/2014/jan/13/smartphone-explosion-2014-india-us-china-firefoxos-android.

Bärenfänger, R., and Otto, B. (2015). Proposing a Capability Perspective on Digital Business Models. In Proceedings of the 2015 IEEE 17th Conference on Business Informatics (pp.17-25). Lisbon: IEEE.

Baym, N.K. (2010). Personal connections in the digital age. Cambridge: Polity Press.

BCG (2014). [email protected]. Creating a $200 Billion Internet Economy, Boston Consulting Group and IAMAI. Retrieved from http://www.iamai.in/rsh_pay.aspx?rid=lv3H4KFq+zw=.

Beshouri, C., Chaia, A., Cober, B., and Gravrak, J. (2010). Banking on mobile to deliver financial services to the poor. In R. Mertz (Ed.), Global Financial Inclusion (pp.24-31). New York: McKinsey & Company’s Social Sector Office.

BR (2014). Google: Romanians are the most mobility-oriented internet users in the region, Business Review, May 13. Retrieved from http://business-review.eu/featured/google-romanians-are-the-most-mobility-oriented-internet-users-in-the-region-62430.

Chandy, L., and Kharas, H. (2012). The innovation revolution and its implications for development. Brookings Institution Reports. Retrieved from https://www.brookings.edu/wp-content/uploads/2016/06/10-innovation-revolution-kharas-chandy.pdf.

Clayton, R.B., Leshner, G., and Almond, A. (2015). The extended iSelf: the Impact of iPhone separation on cognition, emotion, and physiology. Journal of Computer Mediated Communication, 20(2), 119-135.

de Albuquerque, J.P., Diniz, E.H., and Cernev, A.K. (2014) Mobile payments: a scoping study of the literature and issues for future research. Information Development, 1–27. Retrieved from http://gvpesquisa.fgv.br/sites/gvpesquisa.fgv.br/files/arquivos/eduardo_henrique_diniz_mobile_payments_a_scoping_study_of_the_literature.pdf.

Deloitte (2015). Technology, Media &Telecommunication India Predictions 2015. retrieved from http://www2.deloitte.com/content/dam/Deloitte/in/Documents/technology-media-telecommunications/in-tmt-india-predictions-2015-noexp.pdf.

Ecommercenews (2015). Key figures for mobile commerce in Europe revealed. Retrieved from http://ecommercenews.eu/key-figures-mobile-commerce-europe-revealed/.

eMarketer (2014). eMarketer Data Visualization: Who Is the US Smartphone User?. Retrieved from


eMarketer (2015). Few mobile Video Gamers in India Pay to Play. Retrieved from http://www.emarketer.com/Article/Few-Mobile-Video-Gamers-India-Pay-Play/1012533.

Ericsson India (2015). India Ericsson mobility report Appendix. Retrieved from http://www.ericsson.com/res/docs/2015/ericsson-mobility-report-june-2015-rina-appendices.pdf.

Ericsson North America (2015). North America Ericsson mobility report Appendix. Retrieved from http://www.ericsson.com/res/docs/2015/ericsson-mobility-report-june-2015-rnam-appendices.pdf.

Ericsson (2015). Ericsson mobility report on the pulse of the networked society. Retrieved from http://www.ericsson.com/res/docs/2015/ericsson-mobility-report-june-2015.pdf.

Ericsson (2016). Ericsson mobility report on the pulse of the networked society. Retrieved from https://www.ericsson.com/res/docs/2016/ericsson-mobility-report-2016.pdf.

Gemius (2014a). Online landscape South-East Europe. Retrieved from http://files.gemius.pl/Reports/2014/gemiusKnowledge_South-EastEurope.

Gemius (2014b). E-commerce Romania 2014. Retrieved from

Google (2013). Our Mobile Planet. Retrieved from http://think.withgoogle.com/mobileplanet/en/.

Gregg, B., Hou, G., Lalji, Z., and Shen, X. (2015). The new rules for growth through customer engagement, McKinsey on Payments, 8(22), 32-37.

Gupta, A. (2015). India Payment Industry Market Research Report. Retrieved from https://www.linkedin.com/pulse/india-payment-industry-market-research-report-ankur-gupta.

Haftor, D.M. (2015). Some Heuristics for Digital Business Model Configuration. In A. Persson and J. Stima (Eds.), Proceedings of CAiSE 2015 Workshops (pp. 123-130). Stockholm: Springer.

Higginson, M., Krieger, S., and Zhang, W. (2015). 16 in 2016: Trailblazing trends in global payments. McKinsey on Payments, 8(22), 17-25.

Hossain, M. (2015). Crowdsourcing in business and management disciplines: An integrative literature review. Journal of Global Entrepreneurship Research, 5(1), 1-19.

IAMAI (2015a). An enquiry into the impact of India’s App Economy. Retrieved from www.iamai.in.

IAMAI (2015b). e-Commerce sector to grow if inter-state tax issues are resolved: Jt. Secretary, Ministry of Tourism. Retrieved from http://www.iamai.in/PRelease_Detail.aspx?nid=3608&NMonth=7&NYear=2015.

Iansiti, M., and Lakhani, K.R. (2014). Digital Ubiquity. How Connections, Sensors, and Data are Revolutionizing Business. Harvard Business Review, 92(11), 153-170.

ING (2015). Mobile app use sees the emergence of a cashless society. Retrieved from http://www.ing.com/Newsroom/All-news/Mobile-app-use-sees-emergence-of-cashless-society.htm.

InMobi (2015). State of App Downloads and Monetization 2014. Retrieved from http://info.inmobi.com/rs/inmobi/images/InMobi_Insights_State_App_Downloads_Monetization.pdf.

Internetlivestats.com (2015). Internet Usage & Social Media Statistics. Retrieved from http://www.internetlivestats.com/.

Internetworldstats.com (2015). Usage and Population Statistics. Retrieved from http://www.internetworldstats.com/.

iSense Solutions (2015). Connecting With Smartphone Users. Multi-client study. Retrieved from http://www.isensesolutions.ro/Connecting-With-Smartphone-Users.pdf.

Jain, V. (2015). Myntra sales dip 10% in app-only mode, rivals Amazon, Snapdeal, eBay to play safe for now. The Economic Times, May 21. Retrieved from http://articles.economictimes.indiatimes.com/2015-05-21/news/62459741_1_amazon-india-snapdeal-spokesperson-mobile-app.

James, J. (2015). The Impact of Mobile Phones on Poverty and Inequality in Developing Countries. Cham: Springer.

Javelin (2014). 2013 Retail Point of Sale (POS) Update and Forecast: Mobile and Prepaid Opens New POS-sibilities. Retrieved from https://www.javelinstrategy.com/coverage-area/2013-retail-point-sale-pos-update-and-forecast-mobile-and-prepaid-opens-new.

Juniper (2015). Cash-in on mobile money transfer. Whitepaper. Retrieved from https://www.juniperresearch.com/document-library/white-papers/cash-in-on-mobile-money-transfer.

Kathuria, R., Uppal, M., and Mamta (2009). An econometric analysis of the impact of mobile. Policy Paper 9, 5-20. Vodafone Group. Retrieved from http://www.enlightenmenteconomics.com/Reports/assets/indiaimpact.pdf.

Kefela, G. (2011). The impact of mobile phone and economic growth in developing countries. African Journal of Business Management, 5(2), 269-275.

Kurti, E., and Haftor, D. (2015). Barriers and enablers of digital business model transformation. In Proceedings of 9th European Conference on Information Management and Evaluation (262-269). Reading, UK: Academic Conferences Limited.

Levitas, D. (2013). Always connected: How smartphones and social keep us engaged. International Data Corporation (IDC). Retrieved from http://www.nu.nl/files/IDC-Facebook%20Always%20Connected%20(1).pdf.

Ling, R. (2004). The Mobile Connection: The Cell Phone's Impact on Society. San Francisco: Elsevier.

Loebbecke, C., and Picot, A. (2015). Reflections on societal and business model transformation arising from digitization and big data analytics: A research agenda. Journal of Strategic Information Systems, 24(3), 149-157.

Lu, J. (2014). Are personal innovativeness and social influence critical to continue with mobile commerce? Internet Research, 24(2), 134-159.

Mason & IAMAI (2011). The Future of Connected Devices. What’s next after App Stores?. Retrieved from http://www.slideshare.net/analysysmason.

MC (2014). US Tablet Ownership Update. Marketing Charts, January 31. Retrieved from http://www.marketingcharts.com/online/us-tablet-ownership-update-january-2014-39508/.

McKinsey (2015). New partnership models in transaction banking. McKinsey on Payments, 8(21), 11-18.

Mehta, B.S., and Mehta, N. (2014). ICT and socio-economic empowerment of rural women: Case of the mobile phone in India. Knowledge Horizons. Economics, 6(4), 103.

Merisalo, M. (2016). Electronic Capital. Economic and Social Geographies of Digitalization. Academic dissertation. Department of Geosciences and Geography. Retrieved from https://helda.helsinki.fi/bitstream/handle/10138/162722/Electron.pdf?sequence=1.

Mishra, S. (2014) Adoption of M-commerce in India: Applying Theory of Planned Behaviour Model. The Journal of Internet Banking and Commerce. Retrieved from http://www.icommercecentral.com/open-access/article-adoption-of-mcommerce-in-india-applying-theory-of-planned-behaviour-model.php?aid=37944.

Mishra, S. (2015). Drivers of Mobile-Commerce Acceptance in India: An Empirical Study. Paper presented at the XIV International Business and Economy Conference Bangkok, Thailand, January 5-8.

Mittal, S., Gandhi, S., and Tripathi, G. (2010). Socio-Economic Impact of Mobile Phones on Indian Agriculture. Working Paper No.246. Indian Council for Research on International Economic Relations. Retrieved from http://www.eaber.org/sites/default/files/documents/Socio-economic%20Impact%20of%20Mobile%20Phones%20on%20Indian%20Agriculture.pdf.

mobilepaymentstoday.com (2015). Mobile Payments News. Retrieved from http://www.mobilepaymentstoday.com/.

Monetate (2015). E-commerce quarterly. Retrieved from http://www.monetate.com/resources/research/#ufh-i-95458575-ecommerce-quarterly-q1-2015.

Natanson, E. (2015). India’s mobile commerce revolution. Your story, July 22. Retrieved from http://yourstory.com/2015/07/mobile-commerce-revolution/.

Nath, A., and Mukherje, S. (2015). Impact of Mobile Phone/Smartphone: A pilot study on positive and negative effects. International Journal of Advance Research in Computer Science and Management Studies, 3(5), 294-302.

Nielsen (2013). The mobile consumer. A global snapshot. Retrieved from http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2013%20Reports/Mobile-Consumer-Report-2013.pdf.

Nielsen (2014). The digital consumer report. Retrieved from http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2014%20Reports/the-digital-consumer-report-feb-2014.pdf.

Nielsen (2016). Global connected commerce. Is e-tail therapy the new retail therapy?. Retrieved from http://www.nielsen.com/content/dam/nielsenglobal/jp/docs/report/2016/Nielsen-Global-Connected-Commerce-Report-January-2016.

Pew Research Center (2015). US Smartphone use in 2015. Retrieved from http://www.pewinternet.org/files/2015/03/PI_Smartphones_0401151.pdf.

Radu, A. (2015). 25% din tranzactiile din Romania sunt facute de pe dispozitive mobile, iar miercurea si joia se cumpara cel mai mult online – sunt doar doua din concluziile GPeC Summit. GPEC. Retrieved from http://www.gpec.ro/blog/25-din-tranzactiile-din-romania-sunt-facute-de-pe-dispozitive-mobile-iar-miercurea-si-joia-se-cumpara-cel-mai-mult-online-sunt-doar-doua-din-concluziile-gpec-summit.

Rieple, A., and Pisano, P. (2015). Business models in a new digital culture: The open long tail model. Symphonya, 2(2), 75-88.

Shankar, V., Venkatesh, A., Hofacker, C., and Naik, P. (2010). Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues. Journal of Interactive Marketing, 24(2), 111–120.

Srivastava, L. (2005). Mobile phones and the evolution of social behaviour. Behaviour & Information Technology, 24(2), 111-129.

Statista.com (2016). The Statistics Portal for Market Data, Market Research. Retrieved from https://www.statista.com/aboutus/.

Thakur, R., and Srivastava, M. (2013). Customer usage intention of mobile commerce in India: an empirical study. Journal of Indian Business Research, 5(1), 52-72.

Thakur, R., and Srivastava, M. (2014). Adoption readiness, personal innovativeness, perceived risk and usage intention across customer groups for mobile payment services in India. Internet Research, 24(3), 369-392.

Vasilache, A. (2015). Romanii au vorbit mai mult la telefonul mobil in 2014: 67 de miliarde de minute, cu 5,3% mai mult decat in anul anterior. Hotnews.ro, May 12. Retrieved from http://economie.hotnews.ro/stiri-telecom-20116001-romanii-vorbit-mai-mult-telefonul-mobil-2014-67-miliarde-minute-5-3-mai-mult-decat-anul-anterior.htm.

Vîrtopeanu, D. (2014). Mobile Romania overview. Retrieved from http://storage0.dms.mpinteractiv.ro/media/401/1881/22647/13479113/205/21-mobilerooverview-virtopeanu.pdf.

Weill, P., and Woerner, S. (2013). Optimizing your digital business model. MIT Sloan Management Review, 54(3), 71-71.

West, D. (2012). How mobile devices are transforming the healthcare. Issues in Technology Innovation, 18. Retrieved from http://www.insidepolitics.org/brookingsreports/mobile_health_52212.pdf.

Zickuhr, K. (2013). Tablet ownership 2013. Pew Research Center. Retrieved from http://www.pewinternet.org/2013/06/10/tablet-ownership-2013/.

Zinnov (2015). India Smartphone Market: Witnessing Exponential Growth. Retrieved from http://zinnov.com/smartphone-adoption-in-india-at-an-all-time-high-says-zinnov-2.




How to Cite

ZBUCHEA, A., VĂTĂMĂNESCU, E.-M., & PÎNZARU, F. (2016). M-commerce – Facts and Forecasts. A Comparative Analysis within a Triad Framework: India, Romania, and the United States. Management Dynamics in the Knowledge Economy, 4(3), 387–407. Retrieved from https://www.managementdynamics.ro/index.php/journal/article/view/184