Introducing B2i2C: an M-commerce model for SMEs

SMEs represent a major part of the world economy, however they face major challenges in breaking into electronic commerce and specifically mobile commerce. This paper studies the transition to m-commerce in the context of SMEs in the UK and Kuwait. By conducting a review of the top downloaded applications from four application stores and reflecting on the most successful breakthroughs, the authors identify a business model for SMEs. This model is introduced as B2i2C. In this model, intermediaries businesses provide value and opportunities for SMEs as well as allowing consumers to better compare and customize products or services. This outcome suggests that the presence of an intermediary is not just a specific case for a specific region; it could be a generalized world wide beyond the UK and Kuwait.