M-commerce
The m-commerce industry might be in its relative infancy but many market watchers think that eventually, its impact on business will exceed that of the Internet itself, Analysts at Ovum, for example, suggest that by 2005 more than 500 million m-commerce users worldwide will be generating revenues of over 130 billion [pounds sterling] for players in the value chain, from the network operator and technology supplier to the content provider and on-line merchants. If even the most conservative forecasts are to be believed, any communications professional involved in developing customer-facing applications should take the business imperative of m-commerce seriously. Consider this basic fact: mobile technology enables a unique customer communications channel and nowhere is the impetus stronger than among the mobile network operators for whom m-commerce and the power of predictive CRM presents a real opportunity to counter the ongoing effects of customer churn and focus on boosting ARPU (average revenue per user). As it gathers pace, there are signs of a market making a cohesive effort to co-operate on the development of complementary and integrated products and services which will be essential to d
The challenge for any customer-facing organisation with a vested interest in exploiting m-commerce as it rolls out is to strike the right balance of expectation. Mobile service providers must aim to deliver consistently high service standards to the consumer if they are to create a market for their services. The powerful functionality of smart card technology combined with the mobile device gives it the potential to be customised to a high degree. It isn\'t a shared channel; it is only used by that individual customer. And it gives the modern enterprise an unprecedented opportunity to predict, and deliver, the services and products they actually want. That\'s power indeed. But this phase of m-commerce adoption won\'t be limited to payment-related applications. SMS is already widely accepted by mobile users as an advertising channel and network operators will use it to push promotional offers which will be increasingly tailored to individual customers. By the end of 2003, a large community of mobile users will have a solid grounding in the benefits of payment-orientated m-commerce. Many of us will start to think of our mobile as a wallet rather than simply a communications device. Witness the constant parade of inter-industry alliances and consortia formed to drive m-commerce forward. For example: handset vendors Ericsson, Nokia and Motorola are the lynchpins of the Global M-commerce Standard alliance\'s mission to develop standards to reduce the time to market for mobile infrastructure technologies. Nobody is suggesting that consumers will make a wholesale migration to mobile purchasing! But on this evidence there can be little doubt that as the relevant technologies become more integrated, m-commerce offers an ideal and logical business model for the delivery of a diverse range of services and products.
Some topics in this essay:
M-COMMERCE FUTURE,
WAP SMS,
STK SIM,
Applications GeM-Reload,
COMMERCE Thanks,
MARKET FORCES,
Analysts Ovum,
OPERATORS LEAD,
Payment Forum,
Identity Module,
network operators,
smart card,
m-commerce applications,
service providers,
card technology,
mobile payment,
mobile users,
m-commerce industry,
smart card technology,
mobile purchasing,
mobile payment forum,
m-commerce strategy,
operators service providers,
network operators service,
integrated existing crm,
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Approximate Word count = 2002
Approximate Pages = 8 (250 words per page double spaced)
CUSTOMER SERVICES
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