Asghar Soltani - Assistant Professor, Faculty of Administrative Sciences and Economics, Isfahan University
Pezhman Jarast - Student of M.Sc. in Financial Management, Isfahan University
Hamid Reza Bolhasani - Researcher of Information and Communication Technology, Isfahan University

Within the past decade, mobile technology and especially cell phones have made significant changesin various aspects of human life and changed traditional procedures for communication, negotiation,business, commerce and marketing. These changes have reduced the expenses, facilitated the affairs sothat the popularity of mobile services in the world of the third millennium is rising dramatically.Another reason to expand the effective use of mobile technology is easy access, fast and inexpensive mobile phone services. There are more than 3 billion mobile phones around the world, meaning 40% of the total population of the world has access to them. In many developed countries, mobile penetration percentage is above 90% indicating the attention focused more and more on cell phones,mobile technology and the importance of such services. In this paper, after providing basic definitions of e-commerce, mobile commerce and their models, we will focus on mobile phone applications in business and their role in B2B and B2C models. Afterwards, a number of case studies will be cited.

E-Business, E-Commerce, Mobile Commerce, Mobile services