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Analysis of lastminute.com's M-Commerce Strategy

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

Price: EUR 2,500.00 / GBP 2,400.00

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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