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m Commerce

m Commerce

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Published by animalejo
Comercio electrónico móvil. Celulares
Comercio electrónico móvil. Celulares

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Published by: animalejo on Jun 17, 2008
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E-TALES INDUSTRY STUDIES: Social

Getting iReady
uring the Windows Hardware Engineering Conference in Los Angeles in May. Microsoft chairinan Bill Gates said, "I wholeheartedly believe the mobile phone will become the new PC and the PC will becoine the new phone." If the thousands of shoppers who waited in line last inonth to spend over a half-grand on Apple's new iPhone aie any indication, that time is much closer M-commerce than we might think. to pick up In the first quarter of 2007, approximately 74 milsteam in lion Americans sub.scribed to mobile Internet providers to search, e-mail, and check weather and sport-s, United States according to San Francisco-based mobile research firm Telephia. In April alone, there were 29 million active U.S. mobile Internet users. And the nuiTibers keep on growing. True, mobile Internet access has become a standard for convenience. But are we ready to make purchase.s—from sweaters to plane tickets to car payments —with these devices? "We already have the right technology to do m-coinmerce," said Levi Shapiro, director of Telephia. "What's lacking is the consumer value proposition. People ask why they should even try if they have to do it in 38 scrolls and 12 clicks."' At least that is the argument here on the home front, as m-commerce grow.s into a very tangible market outside the United States. In Japan, for example, more thun 10% of e-commerce sales take place on mobile devices and inore consumers access the Internet through their handsets vs. computers. Additionally, more hard goods than mobile content such as ring tones, games and wallpaper are being purchased via personal devices. Although the United States doesn't currently iiiatch Japan or Western Europe in market maturity, I don't expect this to be the case for long. According to niPoria, a Seattle-based m-commerce solution provider, there are about 95 inillion wireless subscribers in Japan and 236 iiiillion in the United States. However, there are only 7 million m-commerce users here in the States (which generated $480 million in revenue last year), while Japan reaped $10 billion in 2006 alone from its 27 million users. The sales gap is huge, but we are primed to close it soon. Today's mobile phones have far larger screen sizes than before, and the data speed from the server to the mobile phone is much faster, too. "If a phone can operate just as fast |as a computerj. pages can load quickly. And when you have that sort of positive user experience, customers wili get value out of it," said itiPoria CEO Dan Wright. 'The infrastructure is driving adoption, too." The expectations for m-commerce are also high. U.K.-based Juniper Research predicts that the global market will reach $88 billion by 2009, and 44% of m-commerce purchases will be physical items. Although those numbers seem big from where we stand today, keep in mind that the digital-downloading market was small when the iPod first hit stores. However, the ultimate impact it had on digital consumption was dynamic. If the iPhone is only the beginning, it's almost scary to venture a guess at what's still to come. —Samantha Murphy (smurphy@chainstoreage.com)
84 www.chainstoreage.coin

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networking sites such as MySpace and Facebook have little impact on influencing online retail sales, driving only about \27r to buy more than plaiined, according to a report by New Yoi'k City-based JupiterResearch. The effectiveness of these sites in driving retail sales is still emerging. The report also found that social and community sites help reaffinn purchase decisions, as 29% of online shoppers say they make better decisions after using these sites. ... The average time it takes a shopper to make an e-commerce purchase decision has jumped from about 19 hours in 1<X)5 to 34 hours and 19 minutes this year, according to a report by Napa, Calif.-based security service ScanAlert. The report suggests that the increase is due to more extensive comparison shopping. ACQUISITIONS: Online shoe giant Zappos.com, Henderson, Nev., is signing a definitive agreement to purchase the assets of 6pm.com froin Denver, Colorado-based eBags, Inc., an online retailer of luggage and bags. 6pm.com. formerly Shoedini.com, is an online footwear and accessory source that delivers a fun and interactive shopping experience. MOBILE MARKETING: Mobio Networks, Cupertino. Calif., has launched Cheap Gas, a free widget designed to let users instantly locate the cheapest gas stations from their mobile phone. Mobio's Cheap Gas widget allows a consumer to filter search results by brand. The program pinpoints the most relevant results and displays a map for the closest stations. Mobio uses data from GasPriceWatch.com, which offers the latest information about gas prices in the United States and Canada. ... Sprint and GPShopper bave launched Slifter. the first mobile local-product-seairh application that employs GPS technology to find pnxlucLs at neighboring retail locations. Sprint custOiTiers can search and find more than H5 million products at retailers, see price and availability information, and get directions to any of the 30,(XX) piirticipating nationwide stores.

CHAIN STORE AGE, AUGUST 2007

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