If you are doing or plan on doing business via e-commerce, you need to think about a mobile-commerce strategy. In the US, we are at the early stages of mobile or m-commerce, but the growth if and when it does begin to take off will be dramatic. I'll leave the prognostications for m-commerce to smarter people with better research budgets than myself. One figure reported by Red Herring has global m-commerce growing to $55 Billion US in 2008. http://www.redherring.com/Article.aspx?a=15728&hed=US+Warms+to+Mobile+Commerce+§or=Industries&subsector=Computing
A strategy and a plan will prepare you to "mobilize" as the growth curve begins to ramp.
Barriers to m-commerce are falling:
There are tens of Billions of dollars being spent by US carriers on Wi-Max (primarily by Sprint in WiMax), 3G and 4G technologies. These infrastructure build-outs will allow carriers to get more aggressive with their data offerings. As these data rate costs drop and performance increases, expect a huge increase in data usage from US customers.
The second barrier that is being removed is the limitations of the handsets themselves. Handsets are more powerful, have better screens, enhhanced security (https standard in the MIDP2 - Mobile Information Device Profile - specification), and more memory. This trend will continue as people want more process and memory intensive tools such as surfing the web; downloading e-mail; playing games; exchanging photos, music and video; watching TV; and YES conducting m-commerce transactions.
So once most power users have a powerful enough mobile device and an affordable data plan, then will m-commerce take off?
Yes. However, it will require leadership from e-commerce and m-commerce companies to provide goods and service that people would like to have on the go. Also, do not simply repackage your e-commerce and call it m-commerce. Realize that the user experience is both enhanced by mobility, but also impacted by inherent limitations (small screens, small or no keyboards, etc.). Rethink the process and see if you can come up with a buying experience your customers will use and love. This is where the planning comes in. Know your market, know your customer, and see if mobile fits for you.
GetQuik is a Gem-commerce company providing streamlined restaurant ordering.
G: Group-commerce
e: e-commerce
m: mobile-commerce
We are completing the "m" in our Gem. Should have a roll-out in a couple of months. As we complete our "Gem", we will provide details in this blog. Hopefully our approach to m-commerce and group-commerce will help some of you out there formulate an m-commerce strategy that works for your customers and markets.