International Journal of Scientific & Technology Research

Home About Us Scope Editorial Board Blog/Latest News Contact Us
10th percentile
Powered by  Scopus
Scopus coverage:
Nov 2018 to May 2020


IJSTR >> Volume 7 - Issue 2, February 2018 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

Mobile Phone Features And Their Corresponding Benefits As Accrued By Micro Traders

[Full Text]



Ismail Mahamud Zakaria, Iddrisu Ibrahim



Benefit, Convenience, Feature, Localization, Micro-trade, M-commerce, Personalization



Mobile phones have numerous features used by many people for many reasons. This study examines the mobile phone features micro traders often used and the corresponding benefits gained. To achieve this, a survey was carried out in the Madina market Accra, among micro traders. Market business was grouped into four: general micro-trade activity, Pre-trade activity, During trade and Post trade activities. A comprehensive questionnaire was designed to deal with each of this segment. Also, a detailed interview was conducted with one trader to further understand how trade operations were carried out. Insightful findings from the study revealed that apart from “voice calls”, WhatsApp, mobile money transfer (MMT) and the calculator were the frequently used features. Benefits associated with these features include transportation cost cut down, establishing and maintaining trade relationship and profit margin increase. All these benefits culminate into convenience, effective communication and cost reduction paybacks. The outcomes of this study implied that the knowledge gap, born out of the assumption that all mobile phone users utilize all its features, would be reduced to the barest minimal. Thus, mobile phone manufacturers, content programmers and service providers ought to pay particular attention to the findings and come out with more user-friendly products that can easily facilitate trading activities for the benefit of the micro trader.



[1] Geyskens, I., Gielens, K. and Dekimpe, M.G. (2002), ‘‘The market valuation of internet channel additions’’, Journal of Marketing, Vol. 66 No. 2, pp. 102-19.

[2] Brynjolfsson, E., Yu, H. and Smith, M.D. (2003), ‘‘Consumer surplus in the digital economy: estimating the value of increased product variety at online booksellers’’, Management Science, Vol. 49 No. 11, pp. 1580-96.

[3] Timo Smura, Antero Kivi and Juuso To¨ yli (2009), A Framework for Analysing the usage of mobile services, Emerald Group Publishing Limited, ISSN 1463-6697 j info j PAGE 53, VOL. 11 NO. 4 2009, pp. 53-67, Q, Helsinki University of Technology, Espoo, Finland

[4] Balasubramanian, S., Peterson, R.A. and Ja¨rvenpa¨a¨ , S.L. (2002), ‘‘Exploring the implications of m-commerce for markets and marketing’’, Journal of the Academy of Marketing Science, Vol. 30 No. 4, pp. 348-61.

[5] Spasojevic, M., Ito, M., Van House, N., Koskinen, I., Kato, F. & Okabe, D. (2005) Pervasive image capture and sharing: New social practices and implications for technology. PICS workshop at Ubicomp 2005 conference. http://www.spasojevic.org/pics/papers.htm

[6] International Telecommunications Union (ITU) (2007), “Africa, ICT Indicators”, 2007, International Telecommunications Union (ITU), available at: http://www.itu.int/ITU-D/ict/statistics/at_glance/af_ictindicators_2007.html [Accessed: 5th July 2009].
[7] International Telecommunications Union (2008), “ICT Statistics Database” Geneva: ITU. [Online], Available at: http://www.itu.int/ITU-D/icteye/Indicators/Indicators.aspx [Accessed: 12th June 2009].

[8] The Economist (2008), “Mobile telecoms: How to promote the spread of mobile phones among the world's poorest” [Online], Available: http://www.economist.com/business/displaystory.cfm?story_id=11465558 [Accessed: 9th June, 2008].

[9] World Bank (1998), “World Development report: Knowledge for Development”, Washington DC. World Bank.

[10] World Bank (2000), “Can Africa Claim the 21st century? Report”, World Bank, African Development Bank, United Nations Economic Commission for Africa, Washington, DC.

[11] UNDP (2001), Human development report: Making new developments work for human development, New York: Oxford University Press.

[12] Tarasewich, P., Nickerson, R.C., and Warkentin, M.(2002), “Issues in Mobile E – Commerce”, In Gray, P. (ed), Communications of the Association for Information Systems, Volume 8, 2002, ISSN: 1529 – 3181

[13] UNCTAD (2002), “Issues in Mobile E – commerce And Development Report”, United Nations Conference on Trade and Development.

[14] Han, J. and Han, D. “A Framework for Analyzing Customer value of internet Business”, Journal of Information Technology Theory and Application, 3(5), 2001, 25 – 38.

[15] Tsalgatidon, A. and Pitoura, E. “Business Models and Transactions in mobile Electronic Commerce: Requirements and Properties”, Journal of Computer Networks, 37(2), 2001, 221 – 236

[16] Keen, P. and Mackintosh, R. (2001), The Freedom Economy: Gaining the M – commerce Edge in the era of the wireless internet (Berkely, Ca. Osbome McGraw-Hill, 2001).

[17] Jagun A., Hecks, R. and Whalley, J. (2007), “Mobile Telephony named Developing Country Micro-Enterprise: A Nigerian Case Study working paper series”, Development informatics group, institute for development policy and Management, university of Manchester, Manchester.

[18] Kim, J.W., Lee, B.S., Shaw, M.J., Chang, H.L. and Nelson, M. (2001), “Application of Decision Tree Induction Techniques to personalized Advertisement on Internet Storefronts”, International Journal of Electronic commerce 5 (3), p. 45 – 62.

[19] Robins, F. (2003), “The marketing of 3G”, Marketing Intelligence and planning 21(6), P. 370 – 378.
[20] Xu, Y. (2003), “Mobile Data Communication in China”, Communication of the ACM 46 (12), P. 81 – 85.

[21] Anckar, B., Carlsson, C. and Walden, P. (2003), “Factors affecting consumer Adoption Decisions and internet in Mobile Commerce Empirical Insights”: Proceedings o f the 16th Bled E – Commerce Conference eTransformation. Bled Solvania, June 9 – 11, P. 886 – 902.

[22] Gillick, K. and Vander Hoof, R. (2000), “Mobile E – commerce: Market place Enablers and Inhibitors”, Paper presented at the smart Forum Annual Meeting September 25 – 28, 2000 http//:whitepaper.information.week.com.

[23] Strong, C. and Old, J. (2000), “How mobile Developments deliver customer End – Value?” White paper mobile Internet Applications, NOP Research Group, London.

[24] Koivukoski, U. and Raisanen, V. (2005), Managing Mobile Services: Technologies and Business Practices, John Wiley and Sons.

[25] Vodafone (2005), “moving the debate forward – The Vodafone policy paper series”: The impact of mobile phone, Number 3, March 2005, Vodafone, UK

[26] David F. R. (2008), Strategic Management Concept and Cases, Pearson Education International 12th Edition, Florence South Carolina – USA

[27] Boadi, R.A., Boateng, R., Hinson, R. and Opoku, R.A. (2007), “Preliminary Insights into M-Commerce Adoption in Ghana”, Information Development, Vol. 23 No. 4, pp. 253-265.

[28] Henry, C.W.L., Carman, K.M.L., Ho, G.T.S., Ip, W.H. Chan F.T.S. and Ralph, W.L. IP (2006), “M – commerce to support the implementation of a responsive supply chain network”, Supply chain management: An international Journal 11/2 (2006) 169 – 178. Emerald group pub. Ltd

[29] Wu, J. and Wang, S. (2005), “what drives mobile commerce? An Empirical evaluation of the revised Technology acceptance model”, Information and Management, 42, 719 – 729.

[30] Frempong, G., George E., and Emmanuel T. (2007), survey On the Use of mobile Telephones For micro and small Business Development: The case of Ghana, STEPRI, Accra Ghana (CSIR).

[31] Samuel, J. Shah, N. and Handigham (2005), “Mobile communication in South Africa, Tanzania and Egypt: result from community and Business Surveys”, In the impact of Mobile Phones, The Vodafone Policy Report Series No.2

[32] Aminuzzam, Baldersheim, Garald and Jamil, Ishtiaq (2003), “Talking back! Empowerment and mobile phones in rural Bangladesh; A study of village phone scheme of Grameen Bank”, Contemporary South Asia, 12:3, 327-348

[33] Zhu, K. (2004), “Information transparency of business – to – business electronic markets: A game – theoretic Analysis”, Management Sci. 50(5) 670 – 685.

[34] Mukhopadhyay, T., Kekre, S. and Kalathu, S. (1995), “Business value of information Technology: A study of electronic Data Interchange”, MIS Quart. 19(2) 137 – 156.

[35] Boateng, R. (2010), “Enhancing Micro Trading Capabilities through Mobile phone: The case of women in Ghana”, International federation For Information Processing (FIP) working group 9.4,20(1), 2-8

[36] Zakaria I. M. and Iddrisu I. (2016), Determinants of Behavioral Intention in Mobile Phone Adoption: An Empirical Evidence From Ghanaian Market Women, International Journal of Economics, Commerce and Management, Vol iv, Issue 4, 2016, ISSN 2348 0386, UK.