The Insider's Guide to Next-Generation BPM
By Ted Hoy, VP of Product, Digital River , 11/20/2009
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The e-commerce experience is all about taking the shopping environment to the consumer instead of the consumer physically going to the shop. Today, however, this scenario is changing rapidly.
As the usage of next generation handsets grows and mobile technology continues to advance, bringing the experience to the consumer will increasingly mean delivering it to their mobile devices. Even though mobile commerce is still in its infancy, consumers are already getting a taste of buying in an anytime, anywhere scenario and using handsets to buy cinema tickets and make travel reservations, among other things.
Online merchants who want to stay ahead of the game should be looking to test the market early or risk being left behind as their competitors take these principles to the next level.
Several global market dynamics already are signaling that mobile commerce is here to stay -- just the pure volume of mobile devices coming into the marketplace is an indicator. In 2008, approximately four times as many mobile devices shipped worldwide as compared to the volume of PCs. Not only are mobile sales up, so is mobile usage.
Many research firms indicate that mobile phone usage in Europe is among the highest of any geography in the world. In fact, Forrester Research suggests that more than 85 percent of European adults use a mobile phone. And in 2008, almost half of these Europeans accessed the Internet from a broadband connection through a mobile device at least once a week, if not every day.
When you add smarter phones, bigger screens and faster networks to these market dynamics, it is not hard to see that many forces are converging to create a considerable growth opportunity for online merchants.
For retailers that already have an online presence, finding a cost-effective m-commerce solution may be as simple as getting assistance from their existing e-commerce provider, many of which are now introducing advanced mobile commerce solutions that simply plug into existing online stores. By detecting when a consumer accesses an e-store via a handheld device, these solutions are able to display only the most relevant features of a mobile shopping experience, including a choice of secure, mobile friendly payment methods.
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