Value proposition:

Wireless carriers-

• New service offerings
• Expansion into new vertical markets
• Increased data traffic
• Differentiate service offering to increase user subscriptions
• Receive content transaction fee
• Expanded handset utilization will increase revenue per unit (ARPU)
• Increased user dependence will reduce customer churn
• Operate on existing wireless network
• No infrastructure changes required
  

Manufacturers-

• Increased functionality opens new markets
  
• Drives end-user demand to upgrade current handset, PDA or Webcam
  
• Carrier increases user handset subsidy to drive m-commerce transactions
  
• Low manufacturing cost, high perceived value by customers
  
• Enhanced application functionality delivers more value to carriers, retailers
  
• Enhanced functionality for webcams opens new applications and verticals
  

Merchant, Content, Information Services-

• New customer acquisition
  
• Convenient way for customers to access products, services, payment, information
  
• New Point of Purchase market channels
  
• Increases site ROI
  
• Generates Target Market Research Data
  
• Increased revenues
  

End User- Consumer, Enterprise-

• Navigates directly and precisely to wireless purchase, self service and information access
  
• Ease of use -- “Point-Click-Go”
  
• Reduces user abandonment rate
  
• Convenient
  
• Exponential increase in functionality and usability
  
• Improves user experience