Incorporating M-Commerce into Organizational Strategy: A Case Study in the Tourism Sector

The widespread penetration and use of mobile phones coupled with their flexibility, functionality, and portability has presented organizations in many services and manufacturing sectors with opportunities of closer communication with their customers and their employees. This paper will investigate the potential impact of mobile technology on the development of new applications and services in the highly competitive tourism sector. M-technology offers travel companies the opportunity to tailor their localized excursions and specialist destination services, to travelers on-location and on-demand. Thus, m-commerce provides organizations with the potential to differentiate themselves from their competitors in a crowded market. Taking a case study of a Destination Management Company in the United Arab Emirates, this paper will explore the strategic decision-making process underpinning the development of new m-services and the impact this can have on overall organizational performance.