Mobile Commerce: Meeting the Demands of Tomorrow's Consumers Today
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Introduction
As customer experience differentiation grows more important in the competitive retail environment, retailers should look at mobile, not only as a sales channel but also as a vital tool for customer interaction in a complete multichannel retail operation.
Scope
*This report takes a high-level look at the market potential for mobile commerce (m-commerce) in retail.
*The report examines the future prospects of m-commerce, and is written predominately for audiences from the retail sector.
Highlights
Mobile is not simply a sales channel, it is about enhancing the multichannel customer experience. Although mobile revenues are growing at a rapid rate, the real potential for mobile lies in creating a seamless customer experience across all retail channels, providing an opportunity to maximize growth across a company's store and online businesses.
Although mobile has the potential to link all touch points in a multichannel environment, providing a linked and unified customer experience, barriers from to this development exist.
Although the Apple iPhone is the clear first choice of platform when it comes to retailers developing their first application, retailers should involve all potential mobile assets in m-commerce strategies the iPhone is not the only option.
Reasons to Purchase
*This report discusses the potential routes to implementing an m-commerce strategy.
*It provides an assessment of mobile platforms for use in retail m-commerce.
SUMMARY 1
Catalyst 1
Ovum View 1
Key Messages 2
Mobile is not simply a sales channel, it is about enhancing the multichannel customer experience 2
A unified customer experience incorporating mobile is retail nirvana; however, barriers exist 2
Retailers should involve all potential mobile assets-the iPhone is not the only option 2
Table of contents 3
Market Context: Mobile Is Not Simply a Sales Channel, M-Commerce Is About Enhancing the Customer Experience 4
M-commerce may be small but it is a vital part of the modern shopping experience 5
Mobile plays a big part in delivering a heightened customer experience 5
M-commerce is worth just 0.6% of UK online spending but is set to grow by 87% between 2009 - 2013 6
The m-commerce shopping population is set to double by 2013 7
Generation Y and affluent cross-channel shoppers are the biggest m-commerce shoppers 7
M-commerce consumers spend £114 per head each year 8
Under 34 year old internet savvy consumers make up 46.8% of m-commerce spenders 8
Members of Generation Y are the most frequent shoppers 8
Sub £10 transactions make up most m-commerce spending, however buying higher priced items such as fashion is an emerging trend 9
Ringtones, games and applications make up 15.4% of m-commerce spend, at £18.9m 10
Mostly driven by the iPhone and other Smartphones, consumers spent £18.5m on music and video via mobiles in 2009 11
After the more common media purchases, fashion is one of the biggest m-commerce sectors 11
Pure play retailers are leading m-commerce adoption 12
With the biggest m-commerce presence in the UK, multichannel retailers can learn from Amazon's approach 12
eBay has a strong m-commerce offering that is popular with UK consumers 13
Ocado are leaders in food and grocery in m-commerce 13
Multichannel retailers are more cautious in their approach to m-commerce 14
Tesco offers some interesting applications, but is held back from a complete m-commerce approach because of its complex supply chain 14
Aurora is an m-commerce early adopter and innovator 14
Visited by a quarter of a million via mobile devices before the developing an m-commerce site, Comet is yet to offer apps 15
Business Focus: Mobile Is Being Held Back from Unifying Retail Channels 15
Mobile has a vital part to play in the modern purchasing lifecycle 16
Consumers mostly use their mobiles to research and browse 17
Almost 12% of UK consumers have received or downloaded coupons and vouchers via their mobiles 18
One in 10 UK consumers use Reserve and Collect services 19
5% of consumers use mobile for customer reviews and feedback 19
Although immature in its use in retail, mobile GPS technology has the potential to make shopping easier 19
Lacking legacy CRM stop retailers understanding the full potential of mobile 20
Expensive browsing and usability issues are the biggest barriers for consumers using m-commerce 20
Technology Focus: The Importance of Involving All Relevant M-Commerce Touch Points 23
Different types of m-commerce are suited to different devices 23
The iPhone platform is not the only option 24
iPhone OS is the most prominent platform in terms of brand and services 24
Symbian is the most widely distributed platform across a number of leading manufacturers' devices 25
Android is growing in popularity and new handsets are starting to rival the iPhone for mobile internet browsing and apps 26
BlackBerry is not just used by business users, the number of consumers users is growing rapidly 27
Most Smartphone opportunities will present themselves over applications, however retailers must have a mobile site to truly benefit 28
Mobile sites allow full commerce operations to be delivered to the Smartphone and WAP handset 29
Applications are costly but bring extra value to the Smartphone users shopping experience 30
Apple iPhone offers the most opportunity for retail applications, for now 30
Retail systems providers are extending solutions to m-commerce 31
E-commerce providers offer platform extensions for mobile commerce 32
Enterprise marketing and SMS providers are developing cross-channel retail m-commerce offerings 32
Device manufacturers are exploring retail m-commerce opportunities 33
Back-end systems vendors are also getting in on the m-commerce act 34
RECOMMENDATIONS 34
Recommendations for enterprises 34
Customer insight is vital in building an engaging m-commerce experience 34
Have an m-commerce strategy, even if the strategy is to not execute m-commerce 35
A unified approach to m-commerce strategy is required to complete the multichannel cycle 35
Recommendations for vendors 35
Technology vendors should start to move towards a unified offering 35
Operators can encourage m-commerce growth with clearer data tariffs 35
Device OEMs and operators should collaborate to design a compelling user experience 36
Appendix 37
Ask the analyst 37
Definitions 37
Further reading 38
Methodology 38
Disclaimer 38
List of Figures
Figure 1: The key elements of m-commerce 6
Figure 2: The UK m-commerce shopping population is set to double by 2013 7
Figure 3: Demographic breakdown of UK m-commerce transactional shoppers in 2010 8
Figure 4: Average m-commerce transaction value 10
Figure 5: Breakdown of UK m-commerce spend by sector, 2009 11
Figure 6: Pureplay retailers are the most popular destination for UK m-commerce purchases 12
Figure 7: Mobile marketing crosses channels, offering a unified retail and brand experience 16
Figure 8: An example of a shopping trip involving a mobile phone 17
Figure 9: UK consumers mostly use mobile to research before and whilst shopping 18
Figure 10: Reasons cited by UK consumers for not shopping via their mobiles 21
Figure 11: iPhone SWOT analysis 25
Figure 12: Symbian SWOT analysis 26
Figure 13: Android SWOT analysis 27
Figure 14: RIM BlackBerry SWOT analysis 28
Figure 15: Symbian handsets are the most shipped in Western Europe 31
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