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values also include novelty, efficiency, lock-in, and complementarities. Novelty implies the
formation of new methods of information exchange through the introduction of a new technology,
in which case, the very newness of a medium is its value driver. Efficiency refers to reducing
costs, encompassing not only monetary but also search costs, selection range, simplicity, and
speed, through the use of the medium. Lock-in as a value indicates the willingness of the users
to repeat using the medium. Complementarities denote the fact that a medium is able to provide
bundles of complementary products and services to its users. Anckar and D’Incau (2002) noted
that the investments in the new mobile technology are likely to fail if the m-commerce products
and services lack real substance. They distinguished mobile value from wireless value and
argued that there are five different missions and settings in which wireless services can provide
mobile value: Time-critical needs and arrangements, spontaneous needs and decisions,
entertainment needs, and efficiency needs and ambitions.
Although the classification of values of m-commerce is not uniform across the literature,
some of them are strongly associated with each other and can be redefined into five main
constructs: convenience, efficiency, entertainment, novelty, and lock-in. However, each of
these five value sources pertains either to the mobile device itself or the contents offered by
wireless Internet service providers. More specifically, convenience value refers to anytime and
anyplace capabilities of the mobile device, while lock-in value relates to the device’s ability to
Convention