Abstract
In recent years, due to the rapid evolution of mobile communication technologies, e-commerce has been combined with the mobile communication equipment, and a new paradigm of business — mobile commerce has appeared in business field. Nowadays, the development of 3G-related technologies further pushed the popularity of m-commerce. This paper attempts to categorize the participants in the 3G-based m-commerce value chain in B2C market and discusses its nature as well. It established a value chain in 3G-based B2C mobile market. This study can provide some fresh insight to 3G-based mobile market and help the participants in the value chain to understand better on how the value on the mobile market is delivered, which can offer them some ideas on how to make the value to be delivered efficiently on the value chain.
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