& cplSiteName &

Mobility Drives Commerce

Denise Culver
LR Mobile Column
Denise Culver
3/10/2009
50%
50%

Twenty years ago, few could have imagined an economy in which people regularly make purchases – billions of dollars worth of purchases – while sitting behind their personal computers from the luxury of their homes. But that is obviously the reality today. And, in another 20 years, the reality will be that people will use mobile devices to do the same thing. In fact, this is already beginning to happen.

People act differently today than they did even two years ago. They do things with mobile phones now that they simply did not do then: take pictures and videos, play games, listen to music, watch TV, surf the Internet – and, yes, buy things.

Making purchases via mobile phones or smartphones – a practice that is known by several monikers, including mobile commerce, m-commerce, m-payments, or u-commerce (for the ubiquitous nature of mobility) – likely is already available on mobile handsets, even if users are not aware of this option.

It will not be long before users are as aware of m-commerce as they are of e-commerce, says Carol Realini, CEO of Obopay Inc. : "M-Commerce enables us to extend the mobile brand to additional aspects of customers' lives. Mobile payments represent a logical expansion of mobile services."

That is just one of the findings in this month's Unstrung Insider, "Dial M for Commerce: Mobile Payment Market Gains Traction."

M-commerce is happening in several verticals – most notably retail and banking – as well as global markets. Many factors have converged to make mobile commerce in retail a high-growth vertical. First is the fact that smartphones have become so prevalent, providing users with more powerful interfaces, including faster access to the Internet, easier input methods (such as full QWERTY keypads), larger screens, and more processing power.

Also important, however, is the fact that consumers appear ready to accept m-commerce as a viable option, says Dave Sikora, president and CEO of Digby Mobile Commerce. "A growing percentage of consumers have indicated that they are now willing to receive marketing messages on their phones. This has driven a surge in mobile marketing and advertising that is expected to continue to grow at an aggressive pace. Consumers have become comfortable using their phones to browse for information and do research or price comparisons but have not yet become completely comfortable entering credit card information on their phones. This is similar to the early days of e-commerce."

But, as history has shown, when consumers are given more convenience and mobility, they will take chances on security to enable vendors to prove that their systems work. This will be the case for m-commerce, and the result will be a strong economy for the market as consumers become more aware of m-commerce options and vendors begin to tout the services and goods they have to offer.

— Denise Culver, Research Analyst, Unstrung Insider




The report, Dial M for Commerce: Mobile Payment Market Gains Traction, is available as part of an annual subscription (12 monthly issues) to Unstrung Insider, priced at $1,595. Individual reports are available for $900. To subscribe, please visit: www.unstrung.com/insider.

(0)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
More Blogs from LR Mobile Column
Mobile operators are coming to terms with their supporting role in the mobile apps world
Radio access networks are set for radical change
After a sluggish start, mobile banking will grow exponentially in the US market through 2015
LTE mobile device sales are expected to reach anywhere from 500,000 to 1M units in 2011
China's ranks of 3G subscribers will more than double this year, reaching 40M units
Featured Video
From The Founder
The 'gleaming city on a hill,' Steve Saunders calls it. But who is going to take us from today's NFV componentry to the grand future of a self-driving network? Here's a look at the vendors hoping to make it happen.
Flash Poll
Upcoming Live Events
September 28, 2017, Denver, CO
October 18, 2017, Colorado Convention Center - Denver, CO
November 1, 2017, The Royal Garden Hotel
November 1, 2017, The Montcalm Marble Arch
November 2, 2017, 8 Northumberland Avenue, London, UK
November 2, 2017, 8 Northumberland Avenue – London
November 10, 2017, The Westin Times Square, New York, NY
November 30, 2017, The Westin Times Square
All Upcoming Live Events
Infographics
With the mobile ecosystem becoming increasingly vulnerable to security threats, AdaptiveMobile has laid out some of the key considerations for the wireless community.
Hot Topics
Could 5G Have Found Its Glass Ceiling?
Dan Jones, Mobile Editor, 9/20/2017
1 Million Pirate Set-Top Boxes Sold in the UK
Aditya Kishore, Practice Leader, Video Transformation, Telco Transformation, 9/20/2017
Why Amazon May Be Cable's Biggest Threat
Mari Silbey, Senior Editor, Cable/Video, 9/22/2017
Comcast Shuts Down OTT Again
Mari Silbey, Senior Editor, Cable/Video, 9/19/2017
T-Mobile, Sprint in Merger Talks, Again – Report
Iain Morris, News Editor, 9/20/2017
Animals with Phones
Live Digital Audio

Understanding the full experience of women in technology requires starting at the collegiate level (or sooner) and studying the technologies women are involved with, company cultures they're part of and personal experiences of individuals.

During this WiC radio show, we will talk with Nicole Engelbert, the director of Research & Analysis for Ovum Technology and a 23-year telecom industry veteran, about her experiences and perspectives on women in tech. Engelbert covers infrastructure, applications and industries for Ovum, but she is also involved in the research firm's higher education team and has helped colleges and universities globally leverage technology as a strategy for improving recruitment, retention and graduation performance.

She will share her unique insight into the collegiate level, where women pursuing engineering and STEM-related degrees is dwindling. Engelbert will also reveal new, original Ovum research on the topics of artificial intelligence, the Internet of Things, security and augmented reality, as well as discuss what each of those technologies might mean for women in our field. As always, we'll also leave plenty of time to answer all your questions live on the air and chat board.

Like Us on Facebook
Twitter Feed