What is MCommerce?
Mcommerce (Mobile Commerce) refers to access to the internet via a mobile device, such as a mobile phone or a PDA. An mcommerce site is a version of a company’s webpage that is designed to fit within the constraints of a mobile phone or PDA. (For more information on what makes a site mcommerce friendly please search “Make Your Site mobile Friendly.”) While some mcommerce sites are set up to drive sales, the majority of retailers utilize mcommerce primarily as an additional branding channel.
Where is MCommerce Now?
“The presence of e-retailers with mobile sites is growing; but just like Internet adoption in the mid-‘90s, e-retailers today are taking baby steps toward initiating a mobile presence. At the moment the majority of mcommerce transactions are limited to mobile device add-ons like ringtones, games, wallpapers, and screensavers.”
What is interesting, however, is what these consumers are buying. While the number or consumers utilizing mcommerce platforms has not changed too drastically, the purchases have. Of those that have made purchases via their mobile phones 58% purchased digital content for their phones, 51% purchased consumer electronics, 37% purchased computers/laptops/related equipment, 36% purchased books, 31% purchased apparel, and 20% purchased jewelry. This illustrates that consumers who use their mobile phones to make purchases are now purchasing as if they were in a retail store.
This is a dramatic difference in purchasing patterns is likely a result of increased consumer confidence in the security of mcommerce. A recent poll found that approximately 71% of consumers believe it is “very safe” or “fairly safe” to make a purchase via cell phone.
Where is MCommerce Going?
Mcommerce may not explode in the next few years, but it is likely to continue growing steadily as more advanced wireless handheld accessories become available, more applications are released to facilitate “anywhere shopping,” and retailers get on board with the technology. The biggest challenges we will see with mcommerce over the next few years will be a continuation of the struggles that retailers have faced thus far: user experience barriers, security concerns, and negative perceptions about the value of mcommerce investment.
(May 24, 2010) – MarketResearch.com has announced the addition of Ovum Plc ‘s new report “Mcommerce: Seizing the Immediate Opportunity to Build for the Future (Strategic Focus),” to their collection of E-Financial Services market reports. For more information, visit http://www.marketresearch.com/redirect.asp?progid=67618&productid=2659324
Areas / Uses of Mcommerce
In the current commerce industry, mobile commerce or Mcommerce has been entered in finance, services, retails, tele-communication and information technology services. In these sectors, Mcommerce is not only being widely accepted but also it is being more used as a popular way of business/ commerce.
Moving forward ecommerce companies should do two things: get educated about mcommerce, and leave room for mcommerce in their marketing plans. First of all, find out as much as you can about mcommerce now and stay briefed on the latest news as advancements are made so that when mcommerce starts to become vital to your business you are ready with strategy and insight. Secondly, begin developing a marketing strategy that will leverage your mcommerce website when it is time to invest in it.
Feature of MCommerce
Ubiquity – It means that the user can avail of services and carry out transactions largely independent of his current geographic location.
Immediacy – It provides real-time availability of services.
Localization – Location based services such as GPS, allow companies to offer goods and services to the user specific to his current location.
Instant Connectivity – This feature brings convenience to the user, due to introduction of services like GPRS which keeps users always in touch and connected.
Simple Authentication – Mobile telecommunication devices function with an electronic Chip called SIM, which is easily identifiable. This in combination with an individual
Personal Identification Number (PIN) makes the authentication process simple.