This is the year of the mobile; payments acquiring through iZettle and their competitors is the hot topic. At the same time the phrase M-POS or MPOS (mobile point of sale) is a frequent visitor to conversations about payments.
Innovation is fantastic and will lead to many successful new business. Equally many will fail, some of those because they don’t solve a problem for the consumer.
This article from the Harvard Business Review is illuminating. Make sure you click on the link as there is excellent data and a great graphic to see.
To marketers, the prospect of reaching shoppers through their smartphones is tantalising. But mobile doesn’t always mean on the go. New data show that 68% of consumers’ smartphone use happens at home. And users’ most common activity is not shopping or socialising but engaging in what researchers at BBDO and AOL call “me time.”
The proportion of web traffic via mobile will hit 20 per cent this Christmas, according to IBM figures, and brands that fail to implement a mobile marketing strategy are losing out on sales by putting up ‘closed for business’ signs in front of smartphone owners.
But marketers wishing to make the most of the growing m-commerce trend that now includes big-ticket items need to negotiate an ever wider choice of operating systems, apps and advertising options.
UK retailers are failing to keep up with consumer demand for mobile commerce services, according to a Direct Marketing Association study.
Its poll of 3,900 consumers found 82% wanted to buy products via their mobiles. However, only 42% of the 1,600 retailers in the study have a defined mobile selling strategy in place. A further 14% had no plans to put such a strategy in place.
M-payments set to take off in India as mobile penetration reaches 100%
The booming retail market with annual transactions worth 410 billion dollars (about Rs 1,850,000 crore) and nearly 100 per cent mobile penetration make phones a perfect medium for payments, apex chamber ASSOCHAM said today.
Disruptive technologies often serve as a wedge used by attackers to work their way into markets, and not incidentally to edge incumbents out of the action. One of the most striking examples in the mobile industry been the recent dethroning of Nokia as the world’s most popular mobile platform. Nokia, which rose to the top of the market by creating sleek phones with great reception and long battery life, blinked for a moment and found that the game had suddenly changed. The playing field had shifted from practical functionality to phones with apps that can do fun things, like help you find cool places to go, shop, and share stuff with your friends. Now, Nokia must leap from a burning platform (in the words of its new CEO Stephen Elop) into icy waters if it wants to thrive again.