ABSTRACT Mobile commerce has become the latest topic for today.

Business organizations have been restlessly evaluating the revenue potential of the m-commerce market and developing business models to exploit the huge profit potential of this new market. In this project we try to provide an overview of the fundamentals about m-commerce. This paper attempts to help business managers, particularly those without IT background, to understand the key elements and basic concepts of m-commerce and to assess the impact of m-commerce on current and future businesses as well as to identify new business opportunities.

INTRODUCTION
While electronic commerce continues to see phenomenal growth, mobile commerce is still in its infancy. However, as wireless network grows, it is expected that emerging wireless and mobile networks will provide new avenues for growth in mobile commerce, create new business models for mobile operators and offer new applications to business and consumers (Coursaris and Hassanein, 2002, Kumar and Zahn, 2003). According to the GartnerGroup, consumer to business e-commerce will soon come from smart phones using mobile commerce technology. Many researchers suggested that next phase of electronic business growth will be in wireless and M-commerce (Ngai and Gunasekaran, 2007, Smith, 2006, OConnell, 2005, Matthew, et al, 2004, Urbaczewskj, et al, 2003). To better understand the potential impacts of mobile commerce on businesses, a quick review of definition and background information about it would be helpful.

M-Commerce
M-Commerce is also known as mobile electronic commerce or wireless electronic commerce. It is believed to be the next gold rush after e-commerce. Business organizations of different industries are rushing to stake a claim (Stafford and Gillenson, 2003). However, m-commerce is many things to many people. Some people conceive mcommerce as an extension of e-commerce to mobile phones. Some people think it is another new channel after the Internet. In general, m-commerce refers to any transaction with a monetary value that is conducted via a mobile telecommunications network. According to this definition, m-commerce represents a subset of all e- commerce, including both business-to-business and business to consumer. M- Commerce uses the internet for purchasing goods and services as well as sending and receiving messages using hand- held wireless devices. Wireless web applications will enable users with Internet enabled cell- phones. M- Commerce is believed to be driving fundamental changes in the way business is conducted in many industries, particularly in telecommunications, information technology, media and financial services. M-commerce is so important because it represents the extension of the Internet beyond the static terminal of the PC, or even the television, into a more nimble, anytime, anyplace and anywhere context. It will enable millions of people to access web information services wherever they go (Yeo and Huang, 2003). It extends the reach of the e- services beyond the PC and the fixed network. Mcommerce is so important for the following reasons: The number of mobile terminals available is larger than the PC user base and is growing much faster. Users intimacy with the terminals is higher. The terminal and service represents a more convenient and personal combination. It is truly accessible anytime and anywhere. It will enable employees to access information wherever they are and make decisions instantly without being confined to a desk or computer. M-commerce eliminates many time- consuming tasks.

How bKash is considered as M-Commerce:

bKash Limited (a subsidiary of BRAC Bank) is a joint venture between BRAC Bank Limited, Bangladesh, and Money in Motion LLC, USA. The ultimate objective of bKash is to ensure access to a broader range of financial services for the people of Bangladesh. It has a special focus to serve the low-income masses of the country to achieve broader financial inclusion by providing services that are convenient, affordable and reliable. More than 70% of the population of Bangladesh lives in rural areas where access to formal financial services is difficult. Yet these are the people who are in most need of such services, either for receiving funds from loved ones in distant locations, or to access financial tools to improve their economic condition. Less than 15% of Bangladeshis are connected to the formal banking system whereas over 50% has mobile phones. These phones are not merely devices for talking, but can be used for more useful and sophisticated processing tasks. bKash was conceived primarily to utilize these mobile devices and the omnipresent telecom networks to extend financial services in a secure manner to the under-served remote population of Bangladesh. bKash is dedicated to widening the net of financial inclusion among the people of Bangladesh by facilitating money transfer through mobile phones. bKash provides mobile financial services allowing customers to send, receive, and pay money from their mobile phones. Send and receive money, or make payments the fastest way there is! bKash enables you to send money to anyone, using an advanced technology available on your own mobile phone. The recipient will receive money instantly, no matter where s/he is. Payments through bKash also makes your life easier as you do not have to go back home or anywhere else for bringing cash when you need to buy something if you are out of cash. Even if you don't have the required amount in your bKash Account, someone else can easily send you the amount in times of need. No matter where you are in Bangladesh, bKash is always with you. The service is supported by the mobile networks of all leading telcos, and over 22,000 Agents, all of which assures availability of bKash services even

in the remotest areas of Bangladesh.

Operators are involved in this bKash services:

bKash, a universal financial service platform for country's mobile users, will focus to serve the low-income people of Bangladesh and promote sustainable micro-savings to achieve broader financial inclusion by providing services that are convenient, affordable and reliable. Currently bKash is jointly work with three mobile operators (Robi, Banglalink, Grameenphone) in Bangladesh & another operator named Airtel will be joined very soon. Grameenphone Ltd. is the first mobile operator to join with bKash by launched bKash mobile financial services for Grameenphone customers on January 18, 2012 at the Westin Dhaka. This service launch will enable a Grameenphone customer with a registered bKash account to access and avail bKash mobile financial services from their mobile handset, from anywhere in Bangladesh. Robi Axiata Limited and bKash Limited (a joint venture of BRAC Bank Limited and Money in Motion, LLC) signed an agreement on 24th February 2012 to make financial services accessible to broader segment of people through mobile telecom network. Orascom Telecom Bangladesh Limited (Banglalink) and bKash jointly launched bKash mobile financial services for Banglalink customers on August 14, 2012. Banglalink subscribers can register bKash accounts and access bKash mobile financial services through their Banglalink phones from anywhere in Bangladesh. The bKash services that

will be available to a Banglalink subscriber include sending and receiving money to any bKash account, making payments at partner merchant outlets, etc. Standard bKash fees/tariffs will be applicable for the services from customers bKash account. The service will allow Banglalink customers to transact seamlessly with bKash-registered subscribers of other mobile operators. bKash services for Airtel subscribers will be launched soon. Airtel Bangladesh and bKash Limited recently signed an agreement to provide bKash mobile financial services for Airtel subscribers. bKash CEO Kamal Quadir and Airtel Bangladesh CEO & Managing Director Chris Tobit signed the agreement on behalf of their respective companies at the Corporate Office of Airtel Bangladesh in Dhaka.

North South University to accept Admission Fees through bKash

North South University recently signed an agreement with bKash Limited in order to facilitate the payment of Admission Fees for the universitys students. Adel Ahmed, Head of Business Development, bKash Limited and Dr. Md. Abdus Sattar, Treasurer, North South University signed the agreement at the university campus at Baridhara, cementing the partnership on behalf of their respective organizations. As a result of the agreement signed, students of North South University will now have increased convenience in making payments of Admission Fees instantly from their mobile phones. This will significantly reduce the hassles faced by students. This facility is likely to be extended for other types of fee collections as well.

What are the profiles of M-Commerce users in Bangladesh?

As Bangladesh is still mew in M-commerce sector, so it is tough to identify the profiles of M-commerce in Bangladesh. But what we have some approximated of data about the users of M-commerce in Bangladesh. After collecting the data we have found that both male & female are using this. They are in between 20-45 years of age. In the case of

occupation, it is also quiet difficult to identify as anybody who has a mobile phone can use this service. But mostly garments worker, cng driver, daily labor, students are using it. People who live in urban areas are using M-commerce frequently and it is most likely 45-50%. In rural area, it is 35-40%. Most importantly, people whose income average is below 10k are using M-commerce mostly in the case of bKash. But in traditional banking M-commerce, one needs to open a bank account to activate his/her M-commerce account. But a country like Bangladesh to do so is not an easy one, as we have only 13% bank account over our total population. On top of that there are lots of hassle to open an account in bank as well. But in case of bKash, what one has to need a mobile phone, nothing else. So we are expecting a huge growth in M-commerce in near future in Bangladesh.

REFERENCES
Stafford, T., Gillenson, M. (2003) MOBILE COMMERCE: What It Is and What It Could Be, Communications of the ACM, December, Vol. 46 Issue 12, pp. 3334. Yeo, J., Huang, W. (2003) Mobile E-Commerce Outlook, International Journal of Information Technology & Decision Making, June, Vol. 2 Issue 2, pp. 313-332. Ngai, E.W.T., Gunasekaran, A. (2007) A review for mobile commerce research and applications, Decision Support Systems, February, Vol. 43 Issue 1, pp. 3-15. Coursaris, C., Hassanein, K. (2002) Understanding M-Commerce, Quarterly Journal of Electronic Commerce, Vol. 3 Issue 3, pp. 247-271.