**5. Conclusion**

**•** *Customer Needs and Wants*: It is essential to offer products that meet customer needs and wants. In order to determine needs and wants of customers, marketers need a good cus‐ tomer database. They may use mobile tags to provide links to specific mobile sites in which through various tools (e.g. questionnaires, voting) information about the needs and wants of customers are collected. The captured information are then analyzed and used to

**•** *Convenience*: As mentioned above, ease of finding information about a product is an es‐ sential aspect of convenience. Through mobile RFID tags, marketers can provide addi‐ tional information about their products (e.g. the nutrient content in packaged foods) or events (e.g. concerts, parties, conferences etc.) and facilitate direct downloads (e.g. brand‐

**•** *Communication*: Advertising is a powerful form of communication and mobile devices are effective communication tools. Consumers use their mobile devices to get tag info that can be an advertisement of a product or a link to a mobile commerce enabled web site. For example, by pointing his/her cell phone onto a poster of a new single, a consumer can get info about the singer, watch the video clip and even buy the song [22]. Mobile RFID enables also location-based mobile advertisements. By using their mobile devices equip‐ ped with RFID readers, consumers can read RFID tags, which are placed on boards, and get information about nearby services or products such as restaurants, cinemas [4]. Refer‐ ence [48] defines using mobile tags within a location-based mobile advertisement publish‐ ing system as a convenient way for vendors to create and edit advertisements that include

**• Seamless B2C process:** Mobile RFID enables seamless process flow from advertising to product/service ordering and following to mobile payment with only one mobile device. Thereby, it contributes to solve the media break problem. Off-line products with RFID tags contain information pointers represented as URLs that enable users to access associ‐ ated on-line contents. For example, a movie poster on a billboard, which is an off-line marketing instrument, can have a RFID tag. This tag enables the user with RFID reader equipped mobile phone to access online information associated with the movie poster (e.g. a short summary about the subject of the movie, comments of movie reviewers),

**• Ease of information access:** Information access is possible from anywhere to anytime. In‐ formation about products or services, which seems interesting for users, can be received

**• Enhanced CRM:** With RFID tagged items and their ordering via mobile devices custom‐ er-oriented direct pull marketing strategy is followed. Customers are always able to re‐ trieve valuable product/service information. This customer-oriented characteristic of

**• New business models:** Mobile RFID technology leads to new business opportunities for services and products (e.g. the company Flexcar exists only because of its remote vehicleusage-monitoring system) [22]. Companies that use this technology profile as innovative companies on the market. This is an important competitive advantage for companies [16].

mobile RFID can increase customer loyalty and lead to repeat purchasing [52].

the vendor's location as well as discount coupons stored on a tag.

which forms an important online-marketing instrument [49].

immediately via mobile devices [50], [51].

determine offerings for the target customer [46].

260 Radio Frequency Identification from System to Applications

ed mobile content) [47].

Although RFID is not a new technology, mobile RFID applications are still in their infancy and their business impact is still unproven. Most of the studies about mobile RFID in the relevant literature are limited to the realization techniques, application possibilities or to case studies. Commercial advantages gained by mobile RFID have not been discussed com‐ prehensively. In this study, based on a literature review B2C applications of mobile RFID are analyzed and commercial advantages of using mobile RFID for B2C applications are il‐ lustrated. In this context, first physical mobile interaction concept was defined. Following, mobile RFID was introduced as a supporting technology for physical mobile interaction. Af‐ ter the categorization of mobile RFID applications in the relevant literature, the possible B2C applications enabled by mobile RFID were defined. Finally, commercial advantages of using mobile RFID were illustrated.

This study sheds an insight into the business value of mobile RFID from a commercial view‐ point. Certainly, findings of this theoretical study have to be concretized and validated through case studies in future research.
