Great information coming out of IBM’s IMPACT Conference 2010 on the viability of mobile commerce. Chris McCollum of Sogeti USA moderated the open discussion. Mobile technology which is always an exciting topic and draws large groups, generated great discussion on Websphere Commerce and it’s portability to mobile platforms.
The Answer to the question is a resounding YES.
Today’s demanding customer’s show the following traits:
- Rapidly evolving buyer behavior
- More savvy about technology and products/services
- More knowledgeable about products, costs, and price
- Active participants openly sharing and seeking consumer driven content
- Proud of being an individual and expects personalization and high customer service in every interaction
- The majority of online consumers are cross-channel shoppers
- 53 % used the Internet to compare product features and prices
- 25 % did so from a mobile device in a store
- 1 in 10 sent text messages to friends and family during shopping trips
What’s Driving the Market?
- According to a survey by PriceGrabber.com, one-third of consumers without a web-enabled phone plan to purchase such a device within the next year.
- ABI Research projected North American sales of physical goods ordered via cell phone would reach $544 million this year, up from $346 million in 2008.
- Mobile Commerce represented 20 percent of all campaign actions in January of this year according to Millennial Media’a Smart report.
- Apple is opening up the iPhone to other carriers
- Mobile Marketer reported that mobile coupons enjoy a 5-15 percent conversion rate, compared to a less than 1 percent for print coupons.
- Carriers are expanding the data capability of their networks.
- WiFi Hot Spots are being created across the country
What Businesses are doing today:
- In mid-2008, Papa John’s International began letting customers order food and drinks on a Web site tailored to a cell phone’s small screen. By December, orders had exceeded $1 million.
- By the end of 2009, about half of established retailers had mobile web sites. Up from 20% in 2008.
- Target has launched a nationwide mobile couponing initiative that lets consumers redeem coupons by scanning a barcode on their phone at checkout.
- Grocery store chain A&P has seen 10-12 percent redemption rate on their mobile coupons.
- National car care company AAMCO is offering mobile coupons via a new version of its iGaauge mobile application for Google’s Android phone users.
- Multiple airlines are provide for online check-in and printing/display of boarding pass.
- •Bank of America provides banking application via the iPhone
Mobile Phones and devices like the iPad are ready for business now and will only become stronger in the market place as better technology and software evolves.