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Mcommerce is fastest-growing mobile channel – Mobile Commerce Daily – Webinar

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In the past six months, mcommerce has grown by 25 percent, faster than any other mobile channel, according to a Forrester analyst.

At the June 23 “Forrester Research: What Retailers Need to Know When Selecting and Implementing an Mcommerce Offering” webinar, two industry experts discussed the growth of ecommerce in the past year and predicted how the platform will continue to accelerate the mobile industry in the future.

“Despite the increase in ecommerce, retailers still don’t have a firm, developed strategy for it,” said Peter Sheldon, senior analyst at Forrester Research, Cambridge, MA.

“Most retailers are still in early days of developing a strategy and don’t understand how important it really is,” he said.

According to Forrester’s findings, 43 percent of online retailers have not defined a mobile commerce strategy, and 71 percent of eBusiness managers said they have average or below average mobile expertise.

Use what you have

Mr. Sheldon said that Forrester found that 69 percent of retailers surveyed plan to increase their mobile investments this year and 71 percent of retailers already have mobile efforts and strategies.

However, only 29 percent of retailers admitted to having a mature, well-executed strategy that they have implemented and are now refining.

According to Mr. Sheldon, the first step for retailers is to look at what the company is currently doing with a mobile strategy and look for ways to improve it.

After understanding what the retailer has, the next part of creating a mobile strategy is determining if the company has the resources to accelerate their mobile efforts to either develop mobile platforms in-house or to outsource them.

When surveyed, 38 percent of participants said that they believed they did not have the right skills and expertise to approach mobile.

“The majority of retailers don’t know which platforms to use mobile on and what to leverage,” Mr. Sheldon said.

“One way to better understand what your mobile platforms you should be tapping into is by getting to know your consumers through focus groups and understanding what their expectations are for a mobile experience,” he said.

via Mcommerce is fastest-growing mobile channel – Mobile Commerce Daily – Webinar.

Written by Kees Winkel

June 24, 2011 at 13:52

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Starbucks steps up mcommerce game via Android payment app – Mobile Commerce Daily – Applications

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Starbucks is keeping up with its ever-growing tech-savvy customers and has rolled out an Android app that lets them pay for their beverages and other goods via their mobile device.

The mobile loyalty app lets consumers make in-store purchases as part of the company’s national program that is now available at nearly 6,800 company-operated stores. Starbucks released the iPhone version earlier this year.

“Yes, we’re seeing a steep increase in user adoption of the payments solution,” said Drew Sievers, cofounder/CEO of mFoundry, San Francisco.

“There is very stro

 

ng demand for the product,” he said.

Founded in 1971, Starbucks is a global roaster and retailer of specialty arabica coffee.

The coffee giant tapped mFoundry to power the application and mobile payment program.

How it works

Consumers can enter their Starbucks Card number in the mobile app.

Then, their device will display a bar code and customers can use their smartphone as a Starbucks Card to make purchases.

Starbucks customers can manage their Starbucks Card account, check their card balance, reload their card, check their My Starbucks Rewards status and find a nearby location via the mobile app.

Additionally, consumers can check their balance and track the stars they can earn toward free beverages.

Customers can also reload their balance and add additional money to the card. Read the whole story: Starbucks steps up mcommerce game via Android payment app – Mobile Commerce Daily – Applications.

Written by Kees Winkel

June 16, 2011 at 11:10

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