Damien Bousson p is CEO of digital agency specializing in mobile marketing, Apocope. Very close to the brands in their mobile strategy, it is also a member of the Mobile Marketing Association France (MMAF). According to him, the contextual use of mobile is its real strength.
Hello Damien Bousson. What exactly is mobile commerce? How much does it weigh in e-commerce today?
When we talk about mobile commerce, we must agree on the definition. The mobile commerce is different from mobile commerce to me. It is the ability to pick up a customer with a smartphone to acquire a product. We are talking about a physical purchase from a smartphone. And it does not take into account such applications platforms of each mobile operating system like the App Store on iPhone or Google Play on Android.
Since the first quarter of 2011, sales of mobile commerce has been multiplied by four and now represents 5% of e-commerce revenues. Some companies reach 10% of their income. Private sales has even 26% of its results on mobile last August. M-commerce accounted for 500 million euros in turnover in 2010 and should weigh 13 billion in three years. This year the growth was 90%. It should also be noted that 45% of e-retailers have adapted their interface for mobile, against only 22% last year.
What are the strengths of mobile commerce?
The main lever is natural in fact: it is the evolution of the use of the mobile Internet as a result of the explosion of smartphone sales in particular. I note in this regard that if Android dominates sales, I see on a daily basis supremacy system Apple iOS, more represented in the mobile commerce.
The other highlight of the mobile is in the intrinsic quality of smartphones: immediacy. As it is situated on itself almost constantly, mobile meets the needs instantly.
Despite all these advantages, it must exist that prevent the brakes on a mobile purchase. What are they?
We can identify the small screen as inevitable obstacle for a smartphone, even if it increases and some models with hybrid devices between the smartphone and the tablet. The other obstacle is specific to e-commerce in general, is the lack of trust that may exist among some consumers.
Precisely the means of payment are not they on mobile facilities?
At the moment, payment is not yet simpler than a conventional site, but it should come. Payment technologies NFC should support this. Although some actors do not. The iPhone 5 does not include this function for example. On this point, I believe we are still at the beginning of the story and everything remains to be done.
However, it is likely that procurement applications on Android market place and Apple in particular have somewhat conditioned the consumer m-commerce. Very often, the importance of the brand with which the client performs a transaction determines its degree of confidence. So, it will more readily card number to Apple and Google a priori. Presumably this act initiated via the App Stores triggered or at least easier then buying a smartphone.
If the mobile commerce is specific to e-commerce on smartphones and tablets, what about hybrid interfaces characterized by devices midway between smartphone and tablet, or between the tablet and ultrabook?
A true mobile ecosystem existed. Today, the reality of the mobile business is that there really such environments. In 2012, everything is digital and it should speak of multi-screens. Then, regardless of the size of it, it is up to us to adapt the best route for the customer. In a logical customer relationship management, we will focus on the transaction eg PC, then continue on another terminal to adapt to use. In short, we are not talking about pure mobile ecosystem. This model has no chance. Nevertheless, I am convinced that the mobile expertise exist for a long time.
Finally, how does one attract a consumer mobile?
There is a real market for mobile advertising space, but overall we ask the same questions about traffic generation on the other channels. By cons, where the mobile will do the difference is about contextualization. One can search through the traffic context in which the person is located. The use is defined by the environment
For example, between 2010 and 2012, QR codes, some were buried, have nevertheless increased by 300% per year. The mobile commerce can also rely on geolocation. Some are already selling advertising SMS LBS. Finally, the mobile can be argued recognition products, whether audio or visual, thanks to the camera or sensor applications like Shazam, which refers to a platform for online purchasing. But for now, the use of mobile context to generate sales is still in its infancy.
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