“…Many of these factors, for example, limited hardware capabilities, restricted user interface, and intermittent network coverage are perhaps becoming less salient as the technology matures. One strategy to counteract these restrictions is to adopt some level of intelligence into delivering effective mobile commerce services; specifically, the notion of agency has proven to be particularly attractive in realising services that are adaptive, personalised and context-aware (Shen et al, 2010). Furthermore agents have been expensively harnessed in standard e-commerce solutions (Lin, 2008;Fasli, 2007;Chen et al, 2008;Kowalczyk et al, 2002).…”