Strategies for e-Business by Tawfik Jelassi & Francisco J. Martínez-López

Author:Tawfik Jelassi & Francisco J. Martínez-López
Language: eng
Format: epub
ISBN: 9783030489502
Publisher: Springer International Publishing

12.3.3 From Wired e-Commerce to U-Commerce: The Definite Evolution

U-commerce is thought of as the last and definite stage in IT-based commerce through the integration of all the types of commerce. The latter have served as intermediate steps to this integration and have thus individually contributed to the advent of u-commerce.

12.3.4 Types of U-Commerce and New Forms of Marketing

New forms of marketing approaches and strategies have been suggested in the literature for the u-space.8 As shown in ◘ Fig. 12.4, the u-space is structured along two dimensions: on the horizontal axis, the time and space of the interaction can be either specified or ubiquitous, and on the vertical axis, the customer’s degree of consciousness can range from unconscious to ultra-conscious.

Fig. 12.4 U-space: types of commerce and marketing forms associated. (Source: adapted from Watson et al. 2004)

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