Analysis of lastminute.com's M-Commerce Strategy

Table of Contents

1. Overview

2. Introduction

• 2.1The Total Cost of Transaction Model
  • 2.1.1 Effort
  • 2.1.2 Expenditure
  • 2.1.3 Risk
  • 2.1.4 Threshold factors
  • 2.1.5 Gratification or Fulfilment
  • 2.1.6 Customer choice
• 2.2 Forecasting m-Commerce Success
• 2.3 Why lastminute.com?

3. lastminute.com Mobile Service

• 3.1 Overall Approach
• 3.2 The Fixed Line Internet Service - the Starting Point
• 3.3 The lastminute.com Mobile Service
• 3.4 Delivering lastminute.coms All Channel Strategy
• 3.5 Future Developments
• 3.6 Market Indications

4. Assessment of the Application

• 4.1 TCT Factors
  • 4.1.1 Effort
  • 4.1.2 Expenditure
  • 4.1.3 Risk
  • 4.1.4 Threshold Factors
• 4.2 Fulfilment
• 4.3 Choice
• 4.4 Overall Attractiveness

5. Conclusions

• 5.1 For lastminute.com
• 5.2 For Other Application Providers
• 5.3 For Network Operators