Generic Business Process Model for SMEs in M-Commerce Based on Talabat’s Case Study

SMEs face a variety of challenges in their attempts to keep up with the cyber revolution, even though SMEs are a major part of the world economy. In a previous publication, the authors established that ‘B2C’ model does not accurately represent or support SMEs in M-Commerce. Instead, the authors reviewed SMEs and SME supporting apps from mobile app marketplaces and suggested a model called ‘B2i2C’. In this model, the ‘i’, in the form of intermediary business entity are playing a vital role in SMEs breakthrough into M-Commerce. Following on, this paper reviews business processes to generate a generic model adaptable to a variety of SME related products and services. This paper presents the case study of Talabat, one of the most successful GCC e-business models that supports SMEs to have come out from Kuwait. The information collected from online resources, student placements and feedback from operation managers attempt to emulate the business process model for a variety of ‘B2i2C’ business models. The generic model is then tested against three different scenarios to identify the level of similarity. The results demonstrate a high degree of adaptability of the model and a major opportunity to explore in the area of SME supporting app in M-Commerce.