U-COMMERCE: INNOVATIVE IDEA OF BUSNESS
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JOURNAL OF SCI-TECH RESEARCH
Abstract
The paper explores the emergence of U-commerce (Ubiquitous Commerce), characterizing it as the ultimate convergence of physical brick-and-mortar commerce with digital, wireless, and Web-based next-generation technologies. It seeks to define how this multi-faceted paradigm shifts traditional business models and impacts marketing frameworks by offering unprecedented convenience and seamless value to consumers
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Major innovations in our ability to process information have been the bedrock of cultural, social, political, and economic change. Ubiquitous connectivity to information and computer-processing power will be a profound change that represents the ultimate consummation of the digitization revolution that started more than a century ago. Ubiquity will have major consequences for marketing because of its central role in creating wealth. After all, it is marketing's role to discover consumers' wants and persuade them to exercise these wants. Marketing's task for the near future is to discover how firms will successfully create value for consumers in the era of u-commerce. In the bigger scheme of things, e-commerce currently has an incremental impact on marketing. If we think of e-commerce as trade that takes place over the Internet, then it really is not so revolutionary; the Internet is essentially just another marketing channel. Many online initiatives have evaporated as consumers have shown their unwillingness to shop using a computer interface. This may be because they want to see and touch products and deal with real people, or it may simply be that real shopping serves an important social function. The argument that e-commerce is still "very new" hardly washes any more, as it has been around for nearly 6 years and the takeoff rates have slowed.
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