MOBILE MEME: Mobile Commerce Snips the Long Tail

The Long Tail, as espoused by Chris Anderson in his book of the same name

, is one of the defining characteristics of the Internet. Unlike a traditional brick-and-mortar store where shelf space is limited, the Web's boundless storage capacity enables e-commerce sites to present consumers with far more products. More variety, in turn, allows the retailer to push small volumes of niche items to many customers rather than only selling a limited number of best sellers to a few. The total sales of this expanded number of niche items is called the Long Tail. The result is more choice for the consumer and greater profits for the merchant. Anyone who has shopped online immediately understands the validity of the concept.

But what about products sold on the mobile channel, on smartphones and slate computers? Space is once again limited due to the smaller screens. Look at any of the apps or websites currently optimized for mobile; gone are the multiple rows of products to which we're become accustomed. Instead, what you now get is a single column: the best sellers.

So while mobile offers us an immediacy and convenience not available in other channels, the long tail appears to be gone and with it the abundant choice that makes the Web so attractive.

What do you think?

John Rovito

Follow me at: www.mobilemavens.net

Memes = ideas, symbols or practices that can be transmitted from one mind to another in a manner similar to the self-replicating process of a gene

MOBILE MEME: Mobile Commerce Snips the Long Tail

By: John Rovito

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