Mobile Commerce: Meeting The Demands Of Tomorrow's Consumers Today
Introduction
Introduction
As customer experience differentiation grows more important in the competitive retail environment, retailers should look at mobile, not only as a sales channel but also as a vital tool for customer interaction in a complete multichannel retail operation.
Scope
This report takes a high-level look at the market potential for mobile commerce (m-commerce) in retail.
The report examines the future prospects of m-commerce, and is written predominately for audiences from the retail sector.
Highlights
Mobile is not simply a sales channel, it is about enhancing the multichannel customer experience. Although mobile revenues are growing at a rapid rate, the real potential for mobile lies in creating a seamless customer experience across all retail channels, providing an opportunity to maximize growth across a company's store and online businesses.
Although mobile has the potential to link all touch points in a multichannel environment, providing a linked and unified customer experience, barriers from to this development exist.
Although the Apple iPhone is the clear first choice of platform when it comes to retailers developing their first application, retailers should involve all potential mobile assets in m-commerce strategies the iPhone is not the only option.
Reasons to Purchase
This report discusses the potential routes to implementing an m-commerce strategy.
It provides an assessment of mobile platforms for use in retail m-commerce.
Table of Contents :
Summary 1
Catalyst 1
Ovum View 1
Key Messages 2
Mobile is not simply a sales channel, it is about enhancing the multichannel customer experience 2
A unified customer experience incorporating mobile is retail nirvana; however, barriers exist 2
Retailers should involve all potential mobile assets-the iPhone is not the only option 2
Table of contents 3
Market Context: Mobile Is Not Simply a Sales Channel, M-Commerce Is About Enhancing the Customer Experience 4
M-commerce may be small but it is a vital part of the modern shopping experience 5
Mobile plays a big part in delivering a heightened customer experience 5
M-commerce is worth just 0.6% of UK online spending but is set to grow by 87% between 2009 - 2013 6
The m-commerce shopping population is set to double by 2013 7
Generation Y and affluent cross-channel shoppers are the biggest m-commerce shoppers 7
M-commerce consumers spend 114 per head each year 8
Under 34 year old internet savvy consumers make up 46.8% of m-commerce spenders 8
Members of Generation Y are the most frequent shoppers 8
Sub 10 transactions make up most m-commerce spending, however buying higher priced items such as fashion is an emerging trend 9
Ringtones, games and applications make up 15.4% of m-commerce spend, at 18.9m 10
Mostly driven by the iPhone and other Smartphones, consumers spent 18.5m on music and video via mobiles in 2009 11
After the more common media purchases, fashion is one of the biggest m-commerce sectors 11
Pure play retailers are leading m-commerce adoption 12
With the biggest m-commerce presence in the UK, multichannel retailers can learn from Amazon's approach
For more information, please visit: http://www.aarkstore.com/reports/Mobile-Commerce-Meeting-the-Demands-of-Tomorrow-s-Consumers-Today-52794.html
Aarkstore Enterprise
Name: Jessica
Email: Jessica@aarkstore.com
Url: http://www.aarkstore.com/
Contact: 08149852585
by: Aarkstore Enterprise
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