Analysis of lastminute.com's M-Commerce Strategy
2005.01.31   |   24 pages   |   MVNOs & Distribution Strategies   |   New Services & Technologies

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This case study introduces lastminute.com, an e-commerce company that encourages its customers to 'do something last minute', offering deals on flights, holidays, hotels, gifts, restaurants and entertainment.

The company has worked to extend its presence beyond the fixed Internet into interactive TV and the mobile Internet. In this case study, we examine:

  • The key differences between the e-commerce on the fixed and mobile Internet, and the implications for retailers, application providers and operators
  • How customers perceive the effort and risk involved in m-commerce transactions
  • The factors driving growth of lastminute.com's m-commerce channel
  • The issues encountered in promoting customer adoption of the service
  • Overcoming weaknesses through integration with existing systems
  • Suggestions for operators to maximise the value of m-commerce through relationships with retailers, application providers and customers

Keywords: internet, flights, implications, service, providers, factors, case, lastminute, adoption, m-commerce, e-commerce, tv, transactions, retailers, lastminute.com, interactive,

1 Overview 1
2 Introduction 2
2.1 The Total Cost of Transaction Model 3
2.1.1 Effort 3
2.1.2 Expenditure 4
2.1.3 Risk 4
2.1.4 Threshold factors 4
2.1.5 Gratification or Fulfilment 5
2.1.6 Customer choice 5
2.2 Forecasting m-Commerce Success 6
2.3 Why lastminute.com? 8
3 lastminute.com Mobile Service 9
3.1 Overall Approach 9
3.2 The Fixed Line Internet Service - the Starting Point 9
3.3 The lastminute.com Mobile Service 14
3.4 Delivering lastminute.com's All Channel Strategy 16
3.5 Future Developments 18
3.6 Market Indications 18
4 Assessment of the Application 20
4.1 TCT Factors 20
4.1.1 Effort 20
4.1.2 Expenditure 20
4.1.3 Risk 21
4.1.4 Threshold Factors 21
4.2 Fulfilment 21
4.3 Choice 22
4.4 Overall Attractiveness 22
5 Conclusions 23
5.1 For lastminute.com 23
5.2 For Other Application Providers 23
5.3 For Network Operators 24

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