Ict in Marketing a study of The Use of Internet and Mobile Phones in Five Selected Companies in Dublin

2.4.3 MOBILE INTERNET
M-Internet is a fast growing enabling technology for Mobile Commerce. However, 
despite its phenomenal growth and although M-Internet essentially provides the 
same services as stationary Internet, its adoption rate in many countries is very low 
compared to that of stationary Internet. The well-known Technology Adoption Model 
(TAM) has been used for explaining the adoption of traditional technologies. 
38

---

Most adopters and users of traditional technologies (e.g., spreadsheet, word 
processor) are employees in an organizational setting who use the technology for 
work purposes, and the cost of mandatory adoption and usage is borne by the 
organization. In contrast, adopters and users of M-Internet are individuals who play 
the dual roles of technology user and service consumer. Most of them adopt and use 
it for personal purposes, and the cost of voluntary adoption and usage is borne by 
the individuals. Thus, the adopters of new ICT, especially M-Internet, are also 
consumers rather than simply technology users (
Hee-Woong Kim, et al., 2007
).
With the rapid adoption of the Internet and electronic commerce (e-commerce), the 
acclimatization of consumers to mobile devices, and the advent of third generation 
(3G) technology, Mobile Commerce (Mcommerce) is set to become one of the most 
promising and lucrative growth markets. 3G technology, which started in Japan in 
2001, supports rich media such as video clips whereas only text is supported by 
second generation (2G) technology. According to the Ministry of Posts and 
Telecommunications of Japan, the Japanese M-Commerce market is expected to 
expand to 1.1 trillion yen (US$9.4 billion) in FY 2005.
According to 
Hee-Woong Kim, et al., 2007,
 
the main reason for this rapid growth of 
M-Commerce is the rapid adoption of Mobile Internet (M-Internet) as a medium of 
communication, contents service and commerce, which has in turn come about as 
Japanese mobile service providers adopt 3G technology. As the growth of M-
Commerce is closely linked to that of M-Internet, a clear and comprehensive 
understanding of M-Internet adoption is therefore essential to understanding M-
Commerce adoption.